Marketing Moguls Gartons IIM Kashipur Finals

8/14/2019 Marketing Moguls Gartons IIM Kashipur Finals

1/22

Manfest 2013Marketing Moguls, Final Case Study

Product: Sensodyne

Brief: Even though awareness level aboutsensitivity is high (85%) among the Target

Audience, only 1 out of 6 consumer suffering

from sensitivity does something about it. The

following slides attempts to uncover the reasons

for this and propose a strategy for solving thisproblem.

Submitted by: Ankit Garg and Akshay Tandon

IIM Kashipur

17 January 2013

Contact: [email protected], [email protected]: +91 9045686446 +91 8650876898
mailto:[email protected]:[email protected]:[email protected]:[email protected]


2/22

Presence of huge untapped market in India allowing steady growth rate in oral care sector

Overview

Market Size of oral care market in India was ~Rs. 4400 Crores in 2010

The estimated size in 2012 is ~ Rs. 5800 Crores

The Indian oral care market is projected to grow at a CAGR of around 14% during 2011-2015

Major sub-segments are: tooth paste, tooth powder, tooth brush, and mouth wash

55% of the Indian population uses toothpaste and only 15% of those users brush twice daily. In

contrast, 97% people use toothpastes and up to 87% of them brush twice daily in the developed

markets

Only 4% of Indians go for an annual dentist check

Oral Healthcare Sector in India

Source: http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/; http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.html; Indian Oral Care Market Forecast to 2015report by RNCOS;

http://www.forbes.com/sites/greatspeculations/2012/06/26/colgate-palmolives-indian-expansion-takes-advantage-of-pgs-pause/

73%

18%

7% 2%

Toothpaste

Toothbrush

Major PlayersSegment Composition (2010)
http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/


3/22

Sensitivity Category is the fastest growing segment within the toothpaste market in India

Overview

Market Size of toothpaste market in India is Rs. 3000 Crores

Sensitivity segment constitutes ~8% of the toothpaste market; size: Rs. 240 Crores

Growth rate of sensitivity segment has been ~100% in last 1.5 years

Market Share of Sensodyne in sensitivity category is 25%

The incidence of sensitivity in India is currently estimated at 27%

7 % of Indians believe in brushing twice a day compared to 61% in China

Toothpaste consumption itself is also a minimal 92 grams in comparison to other Asian

counterparts like China which is 219 grams and Malaysia at 285 grams

Toothpaste Market in India

Source: http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/; http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.html; Indian Oral Care Market Forecast to 2015report by RNCOS;

http://www.forbes.com/sites/greatspeculations/2012/06/26/colgate-palmolives-indian-expansion-takes-advantage-of-pgs-pause/

Major players in sensitivity segmentMarket Share

52%22%

14%

12% Colgate

HULDabur

Others
http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/


4/22

Obstacles and Challenges for Sensodyne

General Mindset: live with it rather than deal with it mindset

Challenge: Shake the sufferer out of complacency towards the issue of sensitivity

The sufferer had to be awaken to the issue first, for the brand to play any significant role

in his life

Indians are highly reverent of experts point of view

Colgate had already taken the plank of expert recommendation

How to create brand differentiation over Colgate sensitive basis expert

recommendation itself

The genuineness of the brands vision and the authenticity of its dealings would be the

biggest differentiating factor between itself and a giant like Colgate

Have real, authentic dentists speak to consumers instead of actors as dentists

If Indians were reluctant to visit dentist themselves, Sensodyne decided to take the

dentist to them

Shake him out of the complacency and bring the issue to him face-to-face in a simple,

direct, effective and perhaps a clinical albeit boring manner

Given the brand was premium, English channels such as Star World, Star movies, NGC

were selected besides the GECs

Mindset

Brand

Differentiation

Big Idea

Changing the consumer mindset and differentiating the brand required a different approach

Source: http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/; http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-

oral-care-segment-in-india.html;
http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/


5/22

Road to Success

CreatedAwareness

IncreasedVisibility

EnsuredAvailability

Sensodyne managed to sensitize the Indian consumer about

Problem of sensitivity

Solution to the problem in the form of using Sensodyne

Sensodyne conduced its famous Chill Tests in various places across India

Showcase the effectiveness and benefits of using Sensodyne

Providing free samples

Sensodyne managed to influence the various consumer touch points

Invested Rs. 25 Crores in the promotion activities

Visited 15000 dentists across India

Frequent TV and radio ads depicting endorsements by NRI dentists

Use of special display dispensers at retail points

Branding Dentists clinic and nearby medical shops

Use of glow boards outside dentists clinics

Ensuring availability by utilizing its extensive distribution network

Leveraging GSKs distribution network for other OTC products such as

Horlicks

Ensuring availability at medical shops as well as retail outlets

Providing slightly higher margins and better schemes to the channel


6/22

Consumer Touch-points

TVSpots

Product Placement

Retail

Experience

POP

In-store

Merchandizing

Sales promotion

PrintNewspaper

Magazine

GuerillaSampling

Trial

Consumer

Involvement

Activations

Road Shows

OOH Billboards

Total Awareness Score

The total awareness score of Sensodyne is ~ at par

with the age old Colgate

~13% higher score than its closest

competitor Colgate Sensitive This was despite Sensodyne spending being 1/4

of Colgate spends

Sensodyne contacted the consumer through various touchpoints, resulting in much higher awareness

Source: Ipsos ASI; Economic Times


7/22

Brand Extension Alternatives

Results and Achievements

Change in the one-toothpaste-one household mind-set of the value conscious Indian consumer

Sensitive segment despite being 3.5 times more premium than an average toothpaste gained share from popular and

economy rather than premium segment.

The popular and economy segment declined by 4.4% while the premium segment remained unchanged

Source: AC Nielson; Economic Times, Nov12

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%12.0%

Colgate Sensitive Sensodyne

Modern Trade

Pharmacies

2.08 2.08

0

0.5

1

1.5

22.5

Sensodyne Colgate Sensitive

Market Share in key trade channels Market Share

Sensodyne managed to reach at par with Colgate

Sensitive within 2 years


8/22

Scope and Methodology

Scope

To convert the aware non-trialists into trialists of Sensodyne

To devise a more persuasive value proposition for Sensodyne

To reach the Target Group through more relevant touch points

To devise marketing strategy to achieve the above stated objectives

Objective To gain basic

understanding of

the industry and

market dynamics

Newspaper Articles

Oral Care Market in

India

Product launches inthe sensitivity

segment

Published Reports on

oral care market in

India

Social media channels

of Sensodyne and

Colgate Sensitive

Secondary

Research

Objective To understand what

is stopping the

Target Group from

purchasing

Sensodyne

Conducted two focused

group discussions with

9 and 11 participantsrespectively

Useful Insights about

the probable factors

responsible for

disinclination towards

purchasing Sensodyne

Focused Group

Discussion

Objective Understand how

dental college

students could help

in promoting

Sensodyne

7 students were

interviewed in Delhi

and Pune colleges Dental students

perceive little

differentiation between

Sensodyne and Colgate

Sensitive

Colgate being a major

sponsor of their

activities lead to a

brand preference

Focused

Interviews

Objective Understand

perception of non-

trialists about

Sensodyne

Understanding

factors effecting

purchase intentions

An online survey with33 relevant

respondents was

conducted

Contrast based on

perception of

Sensodyne and the

factors effecting

purchase was obtained

Consumer

Survey


9/22

Overview

An online survey was conducted, which was taken by 69 respondents

37 out of 69 respondents were aware about Sensodyne but were non-trialists

The survey measured user perception of different attributes associated with majorsensitivity care toothpastes in India

Factors influencing purchase intention of sensitivity care toothpaste were also recorded

Consumer Insights

Perceptual Map Decision Matrix

Sensodyne

Colgate Sensitive

Pepsodent Expert

Protection

Pain Relief

Value for Money

Taste

Medicinal

Properties

Future Protection

Dim

ensionII(3.5

%)

Dimension I (96.5%)

Sensodyne is more closely associated with attributesPainRelief, Medicinal property and future protection

Teeth protection, freshness and Price are mostimportant purchase decision criteria

Decision Matrix (Index 0-1, 0 being least important and 1

being highly important)

Decision Criteria Index Values

Price 0.65

Brand Familiarity 0.63

Doctor's Advice 0.54

Chemist's Advice 0.35

Peer Advice 0.63

Packaging 0.42

Offers/Discount 0.40

Advertisement 0.57

Mall Displays 0.67

Print Ads 0.46

Free Samples 0.63

Teeth Protection 0.73

Freshness 0.69


10/22

Mission Possible

Multi Pronged Strategy

Comparative Analysis of social

media presence was done for

Sensodyne and Colgate sensitive

Facebook

Twitter

Others

Bundling Sensodyne with existing

GSK productsHorlicks to reach

potential target segment and

induce trial

Leveraging existing distribution

channel

Cost-Benefit Analysis of Sensodyne

Is Sensodyne really costly?

Leveraging insights derived from

Focused Group Discussions

Targeting Dental College Students

Calculating potential reach

Targeting Gynecologists and

Obstetricians

Calculating potential reach

From Niche to Mainstream

Increasing size of pie

Cosmetic vs. Real Benefits

Modern Trade - Key Channel

Product placement in modern

trade to trigger purchase

6

1

2

3

4

5

Social Media

Surrogate EndorsersChallenge Mainstream

Beer & Diaper Strategy

Redefining Value Proposition

Bundling and Sampling


11/22

Colgate Sensitive outscores Sensodyne in terms of presence on social media, particularly on Facebook

Sensodyne Colgate Sensitive

A dismal 18 likeson Sensodyne India page

Zero content on the pageDEAD Page

Zero updates

Zero interaction with consumers

Facebook India has ~63 million active Facebook

users till Dec12

A platform which cannot be ignored

~55,000 likes on Colgate Sensitive India page

Well maintained page

Daily updates

Recipes for food

Testimonials by users

Enticing food images with Tastes best

without sensitivity captions

Facebook

No twitter handle of Sensodyne India

Twitter handle of Sensodyne Australia with 49

tweets and 39 followers

No recent updates since 2011

No twitter handle for Colgate Sensitive

Twitter handle of Colgate Max Fresh with 435

tweets and 290 followers

Twitter handle of Colgate Plax with 238 followers

Twitter

No India centric website of Sensodyne

Zero presence on Google plus

Limited online Ads

India centric website of Colgate sensitive

Zero presence on Google plus

Limited online AdsOthers

Comparative Analysis of Social Media

Presence

Source: https://twitter.com/ColgatePlaxIn; https://twitter.com/MaxFreshIndia; https://twitter.com/SensodyneAU; https://www.facebook.com/ColgateSensitiveIndia;http://www.facebook.com/pages/Sensodyne-India/413409875364893; http://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-

588838.html; http://www.colgatesensitive.co.in/home
https://twitter.com/ColgatePlaxInhttps://twitter.com/MaxFreshIndiahttps://twitter.com/SensodyneAUhttps://www.facebook.com/ColgateSensitiveIndiahttp://www.facebook.com/pages/Sensodyne-India/413409875364893http://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.colgatesensitive.co.in/homehttp://www.colgatesensitive.co.in/homehttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.firstpost.com/tech/did-facebook-lose-users-in-uk-for-dec-2012-not-really-588838.htmlhttp://www.facebook.com/pages/Sensodyne-India/413409875364893http://www.facebook.com/pages/Sensodyne-India/413409875364893http://www.facebook.com/pages/Sensodyne-India/413409875364893https://www.facebook.com/ColgateSensitiveIndiahttps://twitter.com/SensodyneAUhttps://twitter.com/MaxFreshIndiahttps://twitter.com/ColgatePlaxIn


12/22

Objective: Increase customer involvement

Proxy Metric: Increase number of likes /trafficat par with Colgate Sensitive

WIIFM Whats in it for Me? (Customer Perspective)

Do not focus only on Sensodyne Ads

Create a Ask the Dentist thread where customers can seek advice and address their queries

Create a Feedback thread to keep a tab on what consumers feel about the offering

Create a Do you know? thread with interesting facts about oral care and Sensodyne

Involve the customer with interesting games on oral care and sensitivity

Create weekly/monthly High Score contests

Activation through Chill Testssimilar to what is present on website

Increase involvement through online contests

Testimonial based contest : Your Story, Your Words

How Sensodyne helped you to enjoy delicacies of the world

Winner gets featured on Ads

Proposed Social Media Strategy (1/2)

Source: http://www.facebook.com/SensodyneMe; http://www.sensodyne.com.au/chilltest.aspx;

Facebook

Sensodyne works

for me and my

family

Mrs. Anita Sharma
http://www.facebook.com/SensodyneMehttp://www.sensodyne.com.au/chilltest.aspxhttp://www.sensodyne.com.au/chilltest.aspxhttp://www.facebook.com/SensodyneMe


13/22

Proposed Social Media Strategy (2/2)

Create a dedicated website of Sensodyne India

Act as a medium of awareness

First point of contact for someone searching about tooth sensitivity A How Sensodyne works? section

Online Chill Tests

Community or Forum for people to discuss about their queries as well as experiences

Community or Forum for dentists to exchange ideas and views related to oral care

A store locator section with detailed address and contact of nearest shop

India centric twitter handle of Sensodyne

Celebrity Tweets about oral care

Tip of the day tweet

Google Plus Community similar to Facebook

Attractive online Ads

Using Google Ads and linking it to sensitivity search keywords

Sensodyne

Website

Twitter

Others

Source: http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/; http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-

oral-care-segment-in-india.html;

Search keywords Sensitive Teeth give links to Colgate and Pepsodent
http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.consumercomplaints.in/news/glaxosmithkline-forays-into-oral-care-segment-in-india.htmlhttp://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/http://www.business-standard.com/india/news/the-battle-for-niche-oral-care/483953/


14/22

Increasing customer involvement and communicating benefits will lead to higher purchase intentions

Key Points

Objective of Partnership: Involve the prospective and existing consumers

Pass on the message subtly to the consumers

How Sensodyne helps in treating sensitivity?

Sensodyne facts

Show tips by dentists

Create interest by launching high score competitions via social networking sites

Creating a mobile app for the game

Partner with Gaming sites

Source: http://www.mydoctorgames.com/toothpaste-vs-bacteria/; http://www.lookingfordental.com/games.php

Dodge the Dentist OR Sensodyne Gun vs. Sensitivity

Sensodyne v/s Sensitivity

Sensodyne toothpaste as a gun

Dental tip/ Sensodyne Facts/

Benefits of Sensodyne after

each level

An attractive user interface

Involving game
http://www.mydoctorgames.com/toothpaste-vs-bacteria/http://www.lookingfordental.com/games.phphttp://www.lookingfordental.com/games.phphttp://www.mydoctorgames.com/toothpaste-vs-bacteria/http://www.mydoctorgames.com/toothpaste-vs-bacteria/http://www.mydoctorgames.com/toothpaste-vs-bacteria/http://www.mydoctorgames.com/toothpaste-vs-bacteria/http://www.mydoctorgames.com/toothpaste-vs-bacteria/


15/22

Targeting Dental College Students

~135 dental colleges in India

~80 colleges in Tier 1 and Tier 2 cities

~1.3 lakh students in these colleges enrolled for different courses (e.g. BDS, MDS)

~ 75K dental students in Tier 1 and Tier 2 cities

Dental Colleges

in India

Engage these 75 K dental students (across all years)

Sponsor dental conferences , events, and festivals

Offering corporate scholarships to meritorious students

Experiential marketing campaigns in the form of contests and campus

ambassadors programs

Create a strong set of surrogate endorsers as well as influencers with direct impact on

family on friends

Ensure Classical conditioning in terms of product usage Could lead to positive purchase intention for upto 60% of the audience covered

Campaign

Catching the future dentists early leading to both short term and long term benefits

Source:Zhu, Zhang, Doyeon Won, and Donna L. Pastore. "The Effects of Attitudes Toward Commercialization on College Students' Purchasing Intentions of Sponsors'

Products." Sport Marketing Quarterly 14, no. 3 (September 2005): 177-187. Business Source Complete, EBSCOhost (accessed January 16, 2013).

T i Ob i i d


16/22

Targeting Obstetricians and

Gynaecologists Women during pregnancy and immediately after giving birth goes through various

hormonal changes

Weakening of gums and teeth is one effect

High probability of feeling sensitivity

Within the TG, such women have access to medical facilities

Follow doctors advice and prescriptions

Why this

segment?

Estimated

Reach

Particulars Value

Number of Obstetricians and Gynaecologists in India 23500

Number of Child births per year (in Mn) 25

Number of Mothers (in Mn) 17.5

Number of Mothers in TG (in Mn) 1.75

Assuming 50% Gynaecologists recommend Sensodyne. This willtranslate to reaching 50% Mothers in TG (in Mn) 0.875

Assuming 90% of these women buys Sensodyne (in Mn) 0.7875

Source: http://www.indexmundi.com/g/g.aspx?v=21&c=in&l=en; http://www.jogi.co.in/aboutus.aspx; Interviews with doctors

Approximately 7-8 lakh women in the target audience can be induced to try Sensodyne through this approach
http://www.indexmundi.com/g/g.aspx?v=21&c=in&l=enhttp://www.jogi.co.in/aboutus.aspxhttp://www.jogi.co.in/aboutus.aspxhttp://www.indexmundi.com/g/g.aspx?v=21&c=in&l=en


17/22

Product Placement in Modern Trade

~85% of target audience aware about the sensitivity concept

27% of total population suffer from sensitivity problem

Still, only one out of six does something about it

Context

What is Missing?

TRIGGER

Product

Placement

Placing Sensodyne adjacent to cold item such as ColasA hypothetical placement shown above

Immediate trigger in consumers mind and realization of need

Model can be replicated in FMCG stores/ departmental stores

Source: Insight derived from Beer and Diaper case study


18/22

Product Bundling Indian Mother (Premium Segment) / Female head of family

Acts as Decider and/or Influencer

Sub Target

Segment

Source: Insight derived from Focused Group Discussion; AC Nielson Report; GSK India website;

Leveraging Existing Touch-Point

Over 50% market share in Health Food Drink market in India

High reach among target audience

Special variants for women Women Horlicks

Horlicks

Bundling Opportunity

Objective: Induce Trial

Bundle smallest SKU of Sensodyne (40gm) with

Horlicks (500 gm. Pet)

Add breakeven cost of Sensodyne to the

price of Horlicks

Free sample with largest SKU of women

Horlicks to induce trial among women

Hitting nail on the head

Brand Managers of Horlicks and Sensodyne can

sit together and chart out detailed plans

12


19/22


20/22

Increasing Size of Pie Market size of sensitivity segment is Rs. 240 Crores

For Sensodyne to move from a Niche Category to Mainstream category

Capture market share of segments other than sensitivity

Value proposition of Sensodyne is based on Real Benefits (for Sensitive Teeth)

Other segments such as gel have a market size of Rs. 900 Crores which focuses on Hedonic Benefits,

primarily freshness

Options: Ambush Marketing, highlighting Cosmetic vs. Real Benefits

Overview

Source: http://www.business-standard.com/india/news/closesmile-gets-wider/443963/;

Storyboard

Ya fine!!! See u at 5!

Hey babe!!! Letsgo out this

evening

At5 No thanks!!! My teeth

pain when I consume

something cold!!!

Hey would you liketo have some cold

drink

A common problem! I advise

you to use Sensodyne

regularly!Cool!! That means freedom

from the fear of pain!!!

Thanks Doc!!!!!

Wow!!That certainly

sounds like a date tome!!!

And you still using Close-Up???

Havent you heard bout

Sensodyne???

Lets go to your dentist now!!!

A typical gel user has to refuse a cold drink offered by his girlfriend due to sensitivity. His girl friend scolds him and tells him to switch to

Sensodyne, which the boy later confirms with the dentist and his decision is reinforced
http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/http://www.business-standard.com/india/news/closesmile-gets-wider/443963/


21/22

Brand Extension Alternatives

Brand Extension Opportunities

51%

30%

19%

Sensodyne Mouthwash Sensodyne Dental Chewing

Gum

Sensodyne Toothbrush

Percentage of Respondents An online survey was conducted, which was taken

by 91 respondents

44 out of 91 respondents have used asensitivity care toothpaste

51% of the respondents indicated trial intentions

for Sensodyne mouthwash

A very interesting observation was the trail

intention for Sensodyne Dental Chewing Gum

New Avenue for brand extension

19% indicated trial intention for Sensodyne

toothbrush

GSK has already launched it

New Segment - Tweens

Who is a tween?

The 8-to-12-year-old, who is still a child, and not yet a teenager, but with awareness now about many adult issues, and

aspiring to a teenager lifestyle

Playing a major role in making brand purchase decisions for the household, in product categories that are not childrens products by

any stretch of the imagination

130 million tweens in India offering a market size of Rs. 20,000 Crores in 2006

With the fast changing lifestyle of the urban tweens in terms of eating habits, tremendous potential for a product variant targeting

this segment

Source: Consumer Survey; http://www.financialexpress.com/news/the-tween-advantage/200832; Marketing Management by Ramaswamy
http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832http://www.financialexpress.com/news/the-tween-advantage/200832


22/22

Team ProfileAnkit is a second year student of management at Indian Institute of Management (IIM

Kashipur), with a keen interest in marketing.

Prior to joining IIM Kashipur, Ankit has worked for ~1.5 years in the market research

industry in Grail Research, Monitor Group. During his stint at Grail Research, Ankit

worked across various sections of the organization such as marketing, Quantitative

research team and CPG group.

At IIM Kashipur, Ankit is currently IR 1 with a CGPA of 8.16 and he is majoring in

marketing. He was also the winner of most creative team name at Mahindra War

Room12. Ankit did his summer internship at BenQ India Pvt. Ltd. where he cracked 2sales deals worth Rs. 1 lakh in a span of 6 weeks and received letter of

recommendation from the country head of BenQ India. Ankit is a certified six sigma

green belt professional and is an avid listener of contemporary Bollywood music.

Akshay is a second year student of management at Indian Institute of Management (IIM

Kashipur), with a keen interest in marketing and finance.

Prior to joining IIM Kashipur, Akshay has worked for 8 months as a faculty at IMS and asa systems engineer at Infosys.

At IIM Kashipur, Akshay is one of the placement coordinator and has been active in

organizing events in college such as Manthan12. He is representing IIM Kashipur at the

flagship event of IIM CalcuttaOlympus. Akshay did his summer internship at Teach

for India, where he helped in streamlining the processes. Akshay is a certified six sigma

green belt professional.

Documents

Marketing Moguls Gartons IIM Kashipur Finals