1) The document analyzes Sensodyne, a toothpaste for sensitive teeth launched in India by GlaxoSmithKline (GSK) in 2011. 2) It compares Sensodyne to its main competitor Colgate Sensitive Pro Relief on their product offerings, pricing, distribution networks, and promotion strategies. 3) While Colgate has more brand awareness and a larger market share in India, Sensodyne is positioning itself as the number one toothpaste recommended by dentists worldwide and is investing heavily in promotions to build market share.

1. Group 6. 1 RanjeetPawar 34 ShalviVartak 29 SuneetBudhiraja 38 Ajit Joy 45 SnehragRaghavan 46 MihirLingalia

3. Almost 435 million Indians still do not use toothpaste.*

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?* ValueResearchOnline ** As of August 2011.ValueResearchOnline

5. TheProduct. Toothpaste - Sensitive Teeth - Premium Segment 3

6. TheCompany. Glaxo Smith Kline Headquartered in London,UK. Listed in LSE and NYSE Formed in 2000 by merger of GlaxoWellcome and Smith Kline Beecham GSKCH and GSK Pharmaceuticals 4 Source: GSK Annual Report

7. 5 The Product Line… Source: gsk.com

8. 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] …which includes

9. 7 Block Drug Company in 2001, the original manufacturersof 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 US and UK respectively. Launched in India in January 2011. Promoted by GSK Asia Pvt. Ltd with an investment of 20 crores for first 9 months. About the product.

10. 8 Marketing Mix: The4P’s.

11. 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 Product.

12. 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 Price.

13. 11 Retail Stores and hypermarketsin urban markets. [Tier-1 cities] Pharmacies Distributors Place.

15. ‘Chill Tests’ in hypermarkets

17. 14 The Sensitive Toothpaste Market in India 34 Crores 32 crores Source: The Times Of India: Jun17 ‘11

18. 15 The Competitor. 15% 10% Source: GSK Annual Report

19. Segment: Sensitive Toothpaste Market Target: People with Dentine Hypersensitivity Positioning: Only toothpaste which Provides Instant Relief Segment: Sensitive Toothpaste Market Target: People with Dentine Hypersensitivity Positioning:24/7 sensitive protection 16 Colgate Sensitive Pro Relief Sensodyne Comparing the STPs

20. Comparing the 4’s: The Product Provides ‘Instant Relief’ ‘Clinically Proven’ and approved by Indian Dental Assoc. Single Flavour Available in 40gms and 80 gms Provides relief in 1 week. Worlds No.1toothpaste recommendedby dentists worldwide Available in 2 flavour. Available in 40gms & 80gms 17 Colgate Sensitive Pro-Relief Sensodyne

21. Rs.70 for 40gm pack Rs.120 for 80gm pack Premium Pricing Rs.42 for 40gm tube of Fresh Mint. Rs.75 for 80gm tube of Fresh Mint. Rs.45 for 40gm tube of Fresh Gel. Penetrative Pricing 18 Colgate Sensitive Pro-Relief Sensodyne Comparing the 4’s: The Price

22. Comparing the 4’s: The Place Available in chemists and hypermarkets Robust distribution network allows availability in 45lakh stores and 1000 towns all over India Available in chemists and hypermarkets 19 Colgate Sensitive Pro-Relief Sensodyne Source:ValueResearchOnline

23. Did not have the first mover advantage (Commercials) Has India specific website [Online Presence] Order for free sample through Wall of Sensitivity Has more than 36k dentists to promote Colgate Mobile Clinics 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 20 Colgate Sensitive Pro-Relief Sensodyne Comparing the 4’s: The Promotion

25. This is GSKs second foray in the Indian toothpaste market.

27. Business Standard (GSK, Second time lucky?)

28. Basicmarketingfundas4u (Blog)

29. Colgate Sensitive Pro Relief: Website

30. Financial Express (Interview: VP, Marketing, GSK)

31. GSKCH and GSK: Website.

32. GSK Annual Report

33. Sensodyne: Website

34. The Economic Times (GSK enters Indian toothpaste market)

35. The Times Of India (Colgate moves to protect lead in oral care)

36. Value Research Online (Fresh As Ever)

37. Wikipedia (for data on GSK and Sensodyne)THANK YOU!