Sensodyne - Colgate Pro Relief


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Sensodyne - Colgate Pro Relief

  1. 1. Group 6.<br />1<br />RanjeetPawar 34<br />ShalviVartak 29<br />SuneetBudhiraja 38 <br />Ajit Joy 45<br />SnehragRaghavan 46<br />MihirLingalia<br />
  2. 2. SomethingInteresting.<br />2<br /><ul><li>Toothpaste has a penetration of 64%** in India.
  3. 3. Almost 435 million Indians still do not use toothpaste.*
  4. 4. Simply encouraging people to increase usage by asking them to “brush twice a day, daily and regularly”sets the cash register ringing for Oral Care companies.…That’s Marketing!...or are they serious?</li></ul>* ValueResearchOnline<br />** As of August 2011.ValueResearchOnline<br />
  5. 5. TheProduct.<br />Toothpaste - Sensitive Teeth - Premium Segment <br />3<br />
  6. 6. TheCompany.<br />Glaxo Smith Kline<br />Headquartered in London,UK.<br />Listed in LSE and NYSE<br />Formed in 2000 by merger of GlaxoWellcome and Smith Kline Beecham<br />GSKCH and GSK Pharmaceuticals<br />4<br />Source: GSK Annual Report<br />
  7. 7. 5<br />The Product Line…<br />Source:<br />
  8. 8. 6<br />Prescription: Augmentin, Betnovate, Ceftin etc;<br />Vaccines: for influenza, tetanus, diptheria and many other<br />Consumer health care: Horlicks, Boost, Aquafresh, Sensodyne, Iodex, Crocin, Eno, Boost etc;<br />Stiefel: Skin health [Dermatology]<br />…which includes<br />
  9. 9. 7<br />Block Drug Company in 2001, the original manufacturersof Sensodyne.<br />Sensodyne is a Toothpaste for ‘Sensitive Teeth’ (Dentine Hypersensitivity) <br />Sensitive Teeth Market – Premium Segment<br />Present in 130 countries with a market share of 10% and 18% in US and UK respectively.<br />Launched in India in January 2011.<br />Promoted by GSK Asia Pvt. Ltd with an investment of 20 crores for first 9 months.<br />About the product.<br />
  10. 10. 8<br />Marketing Mix: The4P’s.<br />
  11. 11. 9<br />Value:Providing relief from ‘sensitive’ pain within two weeks.<br />Branding: No.1 toothpaste recommended by dentists globally.<br />Variety: Fresh Mint and Fresh Gel <br />Packaging: Attractive paper box<br />Size: Available in 40gms. and 100gms. <br />Design: Simple and appealing<br />Product.<br />
  12. 12. 10<br />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.<br />Discounts: Rs.2 discount in D-Mart.<br />Pricing Strategy: Penetrative Pricing<br />Price.<br />
  13. 13. 11<br />Retail Stores and hypermarketsin urban markets. [Tier-1 cities]<br />Pharmacies<br />Distributors<br />Place.<br />
  14. 14. 12<br />Promotion.<br /><ul><li>TV Commercials in regional languages.
  15. 15. ‘Chill Tests’ in hypermarkets
  16. 16. Promotion through dentists and dental colleges.</li></li></ul><li>COMPETITOR ANALYSIS<br />13<br />
  17. 17. 14<br />The Sensitive Toothpaste Market in India<br />34 Crores<br />32 crores<br />Source: The Times Of India: Jun17 ‘11<br />
  18. 18. 15<br />The Competitor.<br />15%<br />10%<br />Source: GSK Annual Report<br />
  19. 19. Segment: Sensitive Toothpaste Market<br />Target: People with Dentine Hypersensitivity<br />Positioning: Only toothpaste which Provides Instant Relief<br />Segment: Sensitive Toothpaste Market<br />Target: People with Dentine Hypersensitivity<br />Positioning:24/7 sensitive protection<br />16<br />Colgate Sensitive Pro Relief<br />Sensodyne<br />Comparing the STPs<br />
  20. 20. Comparing the 4’s: The Product<br />Provides ‘Instant Relief’ <br />‘Clinically Proven’ and approved by Indian Dental Assoc.<br />Single Flavour<br />Available in 40gms and 80 gms<br />Provides relief in 1 week.<br />Worlds No.1toothpaste recommendedby dentists worldwide<br />Available in 2 flavour.<br />Available in 40gms & 80gms<br />17<br />Colgate Sensitive Pro-Relief<br />Sensodyne<br />
  21. 21. Rs.70 for 40gm pack<br />Rs.120 for 80gm pack<br />Premium Pricing<br />Rs.42 for 40gm tube of Fresh Mint.<br />Rs.75 for 80gm tube of Fresh Mint.<br />Rs.45 for 40gm tube of Fresh Gel.<br />Penetrative Pricing<br />18<br />Colgate Sensitive Pro-Relief<br />Sensodyne<br />Comparing the 4’s: The Price<br />
  22. 22. Comparing the 4’s: The Place<br />Available in chemists and hypermarkets<br />Robust distribution network allows availability in 45lakh stores and 1000 towns all over India<br />Available in chemists and hypermarkets<br />19<br />Colgate Sensitive Pro-Relief <br />Sensodyne<br />Source:ValueResearchOnline<br />
  23. 23. Did not have the first mover advantage (Commercials)<br />Has India specific website [Online Presence]<br />Order for free sample through Wall of Sensitivity<br />Has more than 36k dentists to promote<br />Colgate Mobile Clinics<br />The first one to have TV commercials on Sensitive teeth<br />No India specific website [Australia and US, UK, Belgium, Germany, Canada]<br />Roped in 15k dentists for promotion within 2 months of launch.<br />Chill Tests<br />20<br />Colgate Sensitive Pro-Relief<br />Sensodyne<br />Comparing the 4’s: The Promotion<br />
  24. 24. To Conclude...<br />21<br /><ul><li>Colgate’s overall supremacy in the toothpaste market, the ‘serious image’ of the brand has helped it build committed customers.
  25. 25. This is GSKs second foray in the Indian toothpaste market.
  26. 26. Brand awareness is high </li></li></ul><li>22<br />Bibliography<br /><ul><li>AFAQs
  27. 27. Business Standard (GSK, Second time lucky?)
  28. 28. Basicmarketingfundas4u (Blog)
  29. 29. Colgate Sensitive Pro Relief: Website
  30. 30. Financial Express (Interview: VP, Marketing, GSK)
  31. 31. GSKCH and GSK: Website.
  32. 32. GSK Annual Report
  33. 33. Sensodyne: Website
  34. 34. The Economic Times (GSK enters Indian toothpaste market)
  35. 35. The Times Of India (Colgate moves to protect lead in oral care)
  36. 36. Value Research Online (Fresh As Ever)
  37. 37. Wikipedia (for data on GSK and Sensodyne)</li></ul>THANK YOU!<br />