Group 6.

 Ranjeet Pawar 34
 Shalvi Vartak 29
 Suneet Budhiraja 38
 Ajit Joy 45
 Snehrag Raghavan 46
 Mihir Lingalia
Something
Interesting.
2

 Toothpaste has a penetration of 64%** in India.

 Almost 435 million Indians still do not usetoothpaste.*

 Simply encouraging people to increase usage by

asking them to “brush twice a day, daily and regularly”
sets the cash register ringing for Oral Carecompanies.
…
That’s Marketing!...or are they serious?

* ValueResearchOnline
* * As of August 2011. ValueResearchOnline
The
Product.
3

Toothpaste - Sensitive Teeth - Premium Segment

The
Company.
4

 Glaxo Smith Kline

 Headquartered in London,UK.
 Listed in LSEand NYSE
 Formed in 2000 by merger of Glaxo Wellcome and Smith KlineBeecham
 GSKCHand GSKPharmaceuticals

Source: GSK Annual Report

The Product
Line…
5

Prescription Consumer
Vaccines Stiefel
Medicines Healthcare

Source:gsk.com
…which
includes
6

 Prescription: Augmentin, Betnovate, Ceftin etc;

 Vaccines: for influenza, tetanus, diptheria and

many other

 Consumer health care: Horlicks, Boost, Aquafresh,

Sensodyne, Iodex, Crocin, Eno, Boost etc;

 Stiefel: Skin health [Dermatology]

About the
product.
7

 Block Drug Company in 2001, the original manufacturers

of Sensodyne.
 Sensodyne is a Toothpaste for ‘Sensitive Teeth’ (Dentine
Hypersensitivity)
 Sensitive Teeth Market – Premium Segment
 Present in 130 countries with a market share of 10% and 18% in USand
UK respectively.
 Launched in India in January2011.
 Promoted by GSKAsia Pvt. Ltd with an investment of 20 crores for first9
months.
Marketing Mix:
The 4P’s.
8

1.Product

4.Promotion 2.Price

3.Place
Product.
9

 Value: Providing relief from ‘sensitive’ pain within two

weeks.
 Branding: No.1 toothpaste recommended by dentists
globally.
 Variety: Fresh Mint and Fresh Gel
 Packaging: Attractive paper box
 Size: Available in 40gms. and 100gms.
 Design: Simple and appealing
Price.
10

 Packet Price:
Rs.42 for 40gm tube of Fresh Mint.
Rs.75 for 80gm tube of Fresh Mint.
Rs.45 for 40gm tube of Fresh Gel.

 Discounts: Rs.2 discount in D-Mart.

 Pricing Strategy: Penetrative Pricing

Place.
11

 Retail Stores and hypermarkets

in urban markets. [Tier-1 cities]

 Pharmacies

 Distributors
Promotion.
12

 TV Commercials in regional
languages.

 ‘Chill Tests’ in hypermarkets

 Promotion through dentists and

dental colleges.
13 COMPETITOR ANALYSIS
The Sensitive
Toothpaste Market in
India
14

Market Share

34 Crores
Colgate Sensitive Pro-
Relief
32 crores Warren Sensodent

151 crores GSK Sensodyne

24 crores
Others

Source: The Times Of India: Jun17 ‘11

The
Competitor.
15

15%

10%

Source: GSK Annual Report

 Comparing the STPs
16

Colgate Sensitive Pro Relief Sensodyne

 Segment: Sensitive Toothpaste  Segment: Sensitive Toothpaste

Market Market

 Target: People with Dentine  Target: People with Dentine

Hypersensitivity Hypersensitivity

 Positioning: Only toothpaste  Positioning: 24/7 sensitive

which Provides Instant Relief protection
 Comparing the 4’s: The Product
17

Colgate Sensitive Pro-Relief Sensodyne

 Provides ‘Instant Relief’  Provides relief in 1week.

 ‘Clinically Proven’ and approved  Worlds No.1 toothpaste

by Indian DentalAssoc. recommended by dentists
worldwide
 Single Flavour
 Available in 2 flavour.
 Available in 40gms and 80 gms
 Available in 40gms & 80gms
 Comparing the 4’s: The Price
18

Colgate Sensitive Pro-Relief

Sensodyne

 Rs.70 for 40gm pack  Rs.42 for 40gm tube of Fresh

Mint.

 Rs.120 for 80gm pack Rs.75 for 80gm tube of Fresh
Mint.

 Premium Pricing Rs.45 for 40gm tube of Fresh
Gel.

 Penetrative Pricing
 Comparing the 4’s: The Place
19

Colgate Sensitive Pro-Relief Sensodyne

 Available in chemistsand  Available in chemistsand

hypermarkets hypermarkets

 Robust distribution
network allows availability
in 45lakh stores and 1000
towns all over India Source: ValueResearchOnline
 Comparing the 4’s: The
20
Promotion
Colgate Sensitive Pro-Relief
 Did not have the firstmover
advantage (Commercials)
 Has India specific website [Online
Presence]
 Order for free sample throughWall of
Sensitivity
 Has more than 36k dentists to
promote
 Colgate Mobile Clinics
Sensodyne
 The first one to have TV
commercials on Sensitive teeth
 No India specific website
[Australia and US, UK, Belgium,
Germany, Canada]
 Roped in 15k dentists for
promotion within 2 months of
launch.
 Chill Tests
 To Conclude...
21

 Colgate’s overall supremacy in the toothpaste market,

the ‘serious image’ of the brand has helped it build
committed customers.

 This is GSKs second foray in the Indian toothpaste

market.

 Brand awareness is high

 Bibliography
22

• AFAQs
• Business Standard (GSK, Second time lucky?)
• Basicmarketingfundas4u (Blog)
• Colgate Sensitive Pro Relief: Website
• Financial Express (Interview: VP,Marketing, GSK)
• GSKCHand GSK:Website.
• GSKAnnual Report
• Sensodyne: Website
• The Economic Times (GSKenters Indian toothpaste market)
• The Times Of India (Colgate moves to protect lead in oralcare)
• Value Research Online (Fresh As Ever)
• Wikipedia (for data on GSKandSensodyne)

THANK YOU!