The document presents a marketing plan for entering the sensitive toothpaste market in Cambodia with Sensodyne. It includes an internal SWOT analysis noting GSK's brand recognition as a strength and potential customer confusion as a weakness. An external PESTEL analysis finds Cambodia's growing economy and oral healthcare needs as opportunities. The plan targets Cambodians aged 15-65 with sensitive teeth, positioning Sensodyne as a premium brand that relieves pain. A direct export strategy using distributors is proposed, along with promotional activities like TV ads and retail distribution through supermarkets and pharmacies. The conclusion states Cambodia is an emerging market with potential for Sensodyne's success.

1. Marketing plan for
International
Market Entry
Presented By :
Apsara Nirmali Kaduruwana
22nd December 2015
PDB 10500-International Marketing Strategy

2. 1. Introduction
2. Internal Analysis (SWOT)
3. External Analysis (PESTEL and Porter's 5 forces)
4. Segmentation
5. Target Market
6. Positioning
7. Market Entry strategy
8. Marketing Mix (Product, Price, Promotion, Place & Brand)
9. Conclusion
10. References
Content

3. • Oral health brand which targeted the people with sensitive teeth
and gums.
• World’s number one toothpaste brand for sensitive tooth since end
2013.
• A USA brand but currently owned by GlaxoSmithKline,
a UK company.
Introduction

4. • World bank statistics, 2014 –
* Total population 15.45 million.
* 70th most populated country.
* GDP rate 7.3% (2015 - September)
* Cambodia’s literacy rate is 73.9%
* Income per capita USD 950.
* 80% of the population lived in country side.
* 57% of the population of labour force working on agricultural.
* All others distributed in garment, construction, textiles and
tourism industries.
( Source : www.worldbank.org , 2015)
Why Cambodia ?

5. • One of the newly emerging market in the world.
• A fastest growing country in Asia, with growth average over 6% remaining for last decade.
• Nearly half of consumers from total are attached to middle class.
• Demand is for economical markets & High end supermarkets.
• According to the DMFT national survey (Decayed, missed and filled permeant teeth) most
of the dental treatments are requesting to relief the pain.
• According to WHO most of the people live in country side suffers with occasional tooth
aches due to sensitive teeth & gums.
• Most of the citizens always preferred to take instant solutions for their sensitive tooth
matters than looking for a permeant solution.
Why Cambodia ? Continue.

6. Weaknesses
• Customer will confuse to due to large
product range.
• Premium pricing
Internal Analysis - SWOT
Threats
• Strong name of the regular tooth paste
• Less understanding about sensitive tooth
will does not understand the effectives
of the Sensodyne
Strengths
• Coming under world trusted name of
GSK
• Having verity of products, with different
flours and actions
• Professionals recommended brand
Opportunities
• Developing the awareness of sensitive
teeth can capture a large market group.
• Unique positioning for brand can use to
turn many consumers.

7. External Analysis - PESTEL
Political
Stable political environment
Good relationships with foreign
countries
Legal
CFCP Cambodia affect the
foreign investments and
businesses
Environmental
Country with a tropical climate
easy for storage
Landscape make poor
infrastructure
Technological
92% use TV, radio
1/3 of population have
internet accessed
96% have mobile phone usage
Economic
Per capita income USD 950
20% rich, 40% middle, 20%
poor
60% total population can afford
the product price
Socio- Cultural
Highly populated
¾ dental problems take no
treatments
Service for dental care is not
sufficient

8. Threat of new entrants
• Low threat
• Owned by a
multi national company
External Analysis – Porters 5 Forces
Bargaining Power of
Buyers.
• More fragmented to the
price and buy one and get
more approach
Industry Rivalry
• Colgate name is more
famous as tooth paste in
Cambodia.
Threat of Substitute
products
• Popular pain killing
tablets.
• Mouth washes available
for pain relief.
Bargaining power of
suppliers
• Difficulties with
communication, cultural
differences will effect

9. Segmentation
Benefits
Sought
Psychographics
Behavioral
Characteristics
46% from total population.
Regularly brushing teeth for
twice a day.
(Survey oral health care -2010
University of Health Sciences
Cambodia)
¾ oral heath patients does not go to
dentist. As they have identifying it as a
Undesirable action.
(Survey oral health care -2010
University of Health Sciences
Cambodia)
Relief of the pain.
Different flours.
No need to pay extra time for
relief pain.
Cleaning teeth and pain relieving
both by one product.

10. Target Market
Total Available Market
Total Population 15.54 million
In Cambodia
Served Available Market
From total Population
32.1% Age Below 15
64.1% between Age 15 – 64
3.8% above Age 65
Target Market
Individuals with
Sensitive teeth and
gums with age
between 15 to 65

11. Positioning
Perceptual Map – of
products for sensitive teeth
and gums
Benefits
Features

12. • Direct Export strategy
- Using Distributors
Market Entry Strategy

13. • Sensodyne Toothpaste for Sensitive tooth and product mix.
• Tooth paste for sensitive tooth and gums is the product introduced first to
the market.
Marketing Mix – Product Strategy

14. Premium Pricing Method
Price higher than the ordinary product.
Makes the image of the product quality and the branding.
Develop the impression of high quality.
Marketing Mix – Pricing Strategy

15. • Electronic Media Advertisements (TV, Radio)
(92% from total population have their own TV at Home)
• Sponsorship for college health programmes
Marketing Mix – Promotion Strategy

16. • Supermarkets
(Lucky Supermarket, Aeon Supermarket, Bayon Market, Thai Huot
• Pharmacies
( U care, Boots)
• Retail Shops
Marketing Mix – Place (Distribution)

17. Marketing Mix – Branding Strategy
Publish the professional's
recommendations
Announce the unique benefits
International Recognition
Added Values
Special Offers

18. • Cambodia is one of the best emerging market in the world.
• The consumers of Cambodia are getting more advance about
selecting their products.
• Sensodyne is world successful brand.
• High potential to be successes in Cambodian FMCG market.
Conclusion

19. • Cambodia, 2015. Document EAP [ON LINE] Available at:
www.worldbank.org/content/dam/Worldbank/document/EAP/cambodia/Camb
odia_EAP_Update-Apr2015_ENG.pdf [Accessed 10 December 2015]
• Information about county, 2015. UNISEF Organization [ON LINE] Available at:
http://www.unicef.org/infobycountry/cambodia_statistics.html [Accessed 10
December 2015]
• Information about the country, 2015. WHO Organization [ON LINE] Available at:
http://www.who.org/infobycountry/cambodia_statistics.html [ Accessed 10
December 2015]
• Investing in Cambodia, 2015. KPMG [ON LINE] Available at :
https://www.kpmg.com/SG/en/IssuesAndInsights/ArticlesPublications/Docume
nts/Tax-CT-Investing-in-Cambodia.pdf [ Accessed 08 December 2015]
References

20. Question & Answers

21. Thank You