1. WITH SENSE & PLENTY OF SENSITIVITY:
GSK COSUMER HEALTH CARE’S
G VENKATARAMANI & RAHUL BIBUTHI
MADE SENSODYNE A BRAND TO BE
RECKONED WITH
This case flyer is based on an article1
from The Economic Times which highlights how a new
category can be built and nurtured (in the backdrop of oral care market). GSKCH’s Sensodyne
has been credited with being a category creator in the ‘Sensitivity’ segment of the Indian oral
care market. To penetrate into the new category, Sensodyne adopted a unique and distinctive
distribution strategy that has prized it with 26% of the market share. The case flyer can be
effectively used in Retail Management and Marketing Management courses to teach the concepts
of categories creators and killers.
Pedagogical Objectives
• To understand the concept of product categories and discuss on how new product categories
can be nurtured
• To understand Sensodyne’s distinct strategies to introduce and popularise a new category
within oral care market, i.e., sensitive oral care
• To understand the concept of category killers and to debate on how category killers can be
grown with specific reference to their points of differentiation
ABSTRACT
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1
Ratna Bhushan, “With Sense & Plenty of Sensitivity”, The Economic Times, November 12th
2013