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With Sense & Plenty of Sensitivity: GSK Cosumer Health Care’s G Venkataramani & Rahul Bibuthi Made Sensodyne a Brand to Be Reckoned with

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages

Case Preview

With Sense & Plenty of Sensitivity: GSK Cosumer Health Care’s G Venkataramani & Rahul Bibuthi Made Sensodyne a Brand to Be Reckoned with

 

Expected Learning Outcomes

• Understanding the concept of product categories and discuss on how new product categories can be nurtured
• Understanding Sensodyne’s distinct strategies to introduce and popularize a new category within oral care market, i.e., sensitive oral care
• Comprehending the concept of category killers and to debate on how category killers can be grown with specific reference to their points of differentiation

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Product Category in Sensitive Oral Care Market

1. What do you mean by a product category? Can you cite few examples from the Indian oral care market?
2. When do you think a new product category can be created? Do you think ANSOFF’s product market matrix would be relevant to make/take an appropriate decision?
3. Recounting your experiences of buying toothpaste, can you highlight what were the key buying motivators – whiteness, gum’s related problem, sensitive tooth, etc.?
4. ...............

Teaching Note Preview

With Sense & Plenty of Sensitivity: GSK Cosumer Health Care’s G Venkataramani & Rahul Bibuthi Made Sensodyne a Brand to Be Reckoned with

 

Synopsis

The case flyer assists in analysing product categories, how the categories are created, sustained and extended? It specifically assists in analysing the entry of Sensodyne toothpaste into the sensitive oral care product category. While Colgate occupies more than half of the market share in the oral care segment in India, players like Dabur, GSKCH looked at innovative product opportunities to extend/enter, thus creating new categories.

About one-tenth of the oral care market was comprised of the sensitive toothpaste category. Oral care market was one of the fastest growing markets and the sensitive toothpaste category was growing at about double the rate within it. Given the growth rate and the market share, what marketing strategies can accelerate the growth of the product to reach a category leadership position? Will advertising alone be a major contributor towards the growth rate results? If the product’s success was attributed to a large extent to advertising and ‘advocates’ of the product, in this case the dentists, will the product continue to sell on the older prescriptions of the (family) dentists?

Expected Learning Outcomes

  • • Understanding the concept of product categories and discuss on how new product categories can be nurtured
  • • Understanding Sensodyne’s distinct strategies to introduce and popularise a new category within oral care market, i.e., sensitive oral care
  • • Comprehending the concept of category killers and to debate on how category killers can be grown with specific reference to their points of differentiation

 

Positioning and Setting

This case flyer can be ideally positioned for:

  • a) General Marketing Course – for discussing one of the 4Ps, i.e., Place – Sales and Distribution
  • b) Retailing/Retail Management Course – Category Management Module

 

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$2.53
Rs 0
Product code: MKTG-4-0004, MKTG-4-0004A

Abstract


This case flyer is based on an article1 from The Economic Times which highlights how a new category can be built and nurtured (in the backdrop of oral care market). GSKCH's Sensodyne has been credited with being a category creator in the 'Sensitivity' segment of the Indian oral care market. To penetrate into the new category, Sensodyne adopted a unique and distinctive distribution strategy that has prized it with 26% of the market share. The case flyer can be effectively used in Retail Management and Marketing Management courses to teach the concepts of categories creators and killers.




Pedagogical Objectives


  • To understand the concept of product categories and discuss on how new product categories can be nurtured

  • To understand Sensodyne's distinct strategies to introduce and popularise a new category within oral care market, i.e., sensitive oral care

  • To understand the concept of category killers and to debate on how category killers can be grown with specific reference to their points of differentiation





1 Ratna Bhushan, 'With Sense & Plenty of Sensitivity', The Economic Times, November 12th 2013




This Case Pack Includes:
 - Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.53
Rs 0

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