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71.06%

11.34%

5.74% 5.60%3.52% 2.73%

PEPSOD ENT CLOSE UP OTHER OPTION SENSOD YNE FORMULA CIPTA D ENT

Merk pasta gigi apakah yang anda gunakan sehari-hari ?

Single Answer, Total Answer : 2160, Source: JakPat Mobile Research

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Launched in Indonesia 1980 (Medic) and 2002 (Consumer Goods)

Toothpaste for Sensitive teeth (Dentine Hypersensitivity)

Managed by GSK Asia (Glaxo Smith Kline)

Two main product lines: Sensitivity and Acid Erosion

Sensodyne sensitivity products: marketed to counteract teeth sensitivity caused by exposed dentin

Sensodyne acid erosion products: marketed to protect enamel from acid erosion

Spreading in 130 countries with 10% market share in US and 18% in UK

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Based on the different expectation that customers have about what a product / service can do for them.

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GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIOURAL

Nations Age Social Class Occasions

Regions Gender Lifestyle Benefits

Countries Family Size Personality Loyalty

Density Occupation Extent of Use

Sensodyne is toothpaste for sensitive teeth concentrate on Single-segment concentration where it has strong knowledge of its target group and its needs.

Sensodyne toothpaste has positioned itself as being the best choice of toothpaste to fight against teeth sensitivity.

Sensodyne

Sensitivity Age Group

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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 40gr and 100gr

Design: Simple and appealing

IDR 20.000 IDR 38.000

Retail stores and hypermarkets

Pharmacies

Distributors11

Main Strategy :

Raising awareness of teeth sensitivity and problems

Use of medical practitioner professionalism rather than celebrities

Advanced technology

Consumer experience & testimonies

Target Market :

Niche market

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55.74%28.29%

10.69%

3.01%

2.27%

Media cetak & elektronik Rekomendasi keluarga Rekomendasi dokter Rekomendasi teman Other option

Bagaimana anda mendapatkan informasi dan rekomendasi mengenai produk pasta gigi yang akan anda gunakan ?

Single Answer, Total Answer : 2160, Source: JakPat Mobile Research

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17% of individuals suffer sensitive teeth

The first in TV commercials with regional language

Chill test in hypermarkets

Promotion through dentists and dental colleges

38% of individuals suffer sensitive teeth

Raise awareness with dentists being the key influencer

In 2011, GSK launched first ever word-of-mouth marketing

Inspire conversations about the acid wear of tooth

1,000 brand ambassadors were invited: experience the product, pass samples on to friends, family & acquaintances, generate conversations and establish the idea that this special toothpaste helps preventing acid erosion

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45% of individuals have sensitive teeth (1 in 3 in 2009, 1 in 2 in 2011), with 52% not realizing they have sensitive teeth without doctor consultation

Continuous education on sensitive teeth (raising awareness first)

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Above The Line: commercials in TV, radio, newspaper, magazine and digital (blogger, talkshow, socmed)

16Source: Youtube

Seamless integration of all communication means to stimulating INTEREST, TRIAL, LOYALTY

Why? Cut through the traditional advertising clutter (TV

Commercials, Print, Web Ads) Interaction with customers Person experience events

BRAND ACTIVATION in collaboration with MEDICAL PRACTITIONERS

BTL (Below The Line): creative strategies, retail consumer activation, cooperation with medical practitioners

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Stimulating interest and trial

Customer can give feedback & testimony18

SENSODYNE HOT & COLD FESTIVAL

Stimulating loyalty

Give customer the real experience

ENJOY TANPA NGILU CAMPAIGN

Stimulating loyalty

Active positive reference is the most powerful instrument to activate people

Giant tooth display in Senayan City, collaborating with community and celebrity (not as a brand ambassador, GSK believes in quality of the product)

Campaign to show technological advancement in sensitive toothpaste development Big Bang: 40 doctors providing free dental check-up in Senayan City

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65.42%

25.60%

7.59%

1.39%0%

10%

20%

30%

40%

50%

60%

70%

Supermarket Minimarket Toko Kelontong Apotik

Dimana anda biasanya membeli pasta gigi ?

Multiple Answer, Total Answer : 2160, Source: JakPat Mobile Research

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Distribution Strategy

Sensodyne

Localized SKU based on the area demography

Use of local 3rd party to increase the distribution area

Intensive Distribution Strategy

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Acquired competitive advantage by providing superior quality and provides products that are highly recognized and recommended by dentists worldwide

Testimonial ads from doctors have worked well to strengthen the brand

Sensodyne toothpaste has positioned itself as being the best choice of toothpaste to fight against teeth sensitivity

Clinically proven active ingredients to help relieve sensitivity within 2 weeks

Contains no sugar

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