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Group 6.

Ranjeet Pawar 34 Shalvi Vartak 29 Suneet Budhiraja 38

Ajit Joy 45 Snehrag Raghavan 46 Mihir Lingalia

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SomethingInteresting.

Toothpaste has a penetration of 64%** in India.

Almost 435 million Indians still do not use toothpaste.*

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

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Toothpaste - Sensitive Teeth - Premium Segment

The Product.

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The Company.

Glaxo Smith Kline Headquartered in London,UK. Listed in LSE and NYSE Formed in 2000 by merger of Glaxo Wellcome and Smith Kline Beecham GSKCH and GSK Pharmaceuticals

Source: GSK Annual Report

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The Product Line…

Prescription Medicines

VaccinesConsumer Healthcare

Stiefel

Source: gsk.com

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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

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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.

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Marketing Mix: The 4P’s.

1.Product

2.Price

3.Place

4.Promotion

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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 40gms. and 100gms. Design: Simple and appealing

Product.

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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.

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Retail Stores and hypermarketsin urban markets. [Tier-1 cities]

Pharmacies

Distributors

Place.

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Promotion.

TV Commercials in regional languages.

‘Chill Tests’ in hypermarkets

Promotion through dentists and dental colleges.

13 COMPETITOR ANALYSIS

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The Sensitive Toothpaste Market in India

Market Share

Colgate Sensitive Pro-ReliefWarren SensodentGSK SensodyneOthers

24 crores

151 crores

34 Crores

32 crores

Source: The Times Of India: Jun17 ‘11

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The Competitor.

15%

10%

Source: GSK Annual Report

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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

Colgate Sensitive Pro Relief

Sensodyne

Comparing the STPs

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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.1 toothpaste recommended by dentists worldwide

Available in 2 flavour.

Available in 40gms & 80gms

Colgate Sensitive Pro-Relief

Sensodyne

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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

Colgate Sensitive Pro-Relief Sensodyne

Comparing the 4’s: The Price

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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

Colgate Sensitive Pro-Relief

Sensodyne

Source: ValueResearchOnline

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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

Colgate Sensitive Pro-Relief

Sensodyne

Comparing the 4’s: The Promotion

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To Conclude...

Colgate’s overall supremacy in the toothpaste market, the ‘serious image’ of the brand has helped it build committed customers.

This is GSKs second foray in the Indian toothpaste market.

Brand awareness is high

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Bibliography

• AFAQs • Business Standard (GSK, Second time lucky?)• Basicmarketingfundas4u (Blog)• Colgate Sensitive Pro Relief: Website• Financial Express (Interview: VP, Marketing, GSK)• GSKCH and GSK: Website.• GSK Annual Report• Sensodyne: Website• The Economic Times (GSK enters Indian toothpaste market)• The Times Of India (Colgate moves to protect lead in oral care)• Value Research Online (Fresh As Ever)• Wikipedia (for data on GSK and Sensodyne)

THANK YOU!