Case Study on Sensodyne
PRODUCT LAUNCH
GlaxoSmithKline trying for its second foray in the oral care market through Sensodyne toothpaste: Challenges Ahead
Abstract
In January 2011, GlaxoSmithKline Consumer Healthcare India (GSKCH) launched its global oral care brand Sensodyne in the Indian market. Sensodyne is a toothpaste for sensitive teeth and is a global leader in the premium toothpaste category across the world. The brand was previously owned by Block Drug Company INC and was acquired by GSK in 2001. This was the second foray of GSK in the oral care market after Aquafresh which was discontinued due to poor consumer response. GSK was excited about the launch and had planned to invest Rs. 25 crores for the launch phase of Sensodyne in India. The aim of the company was to acquire 5% share in the overall toothpaste market in the next three to five years.
Case Study
“The aim is to make it a Rs 100 to Rs 150 crore brand in the next three years. Sensodyne is likely to contribute 8 to 10 per cent of our growth in India. Therefore, we are adopting a 360-degree marketing and advertising plan for Sensodyne,” -Shubhajit Sen, Executive VP-marketing, GSKCH(India)
GlaxoSmithKline: An Overview
GSK was formed in 2000 by the merger of GlaxoWellcome plc (formed from the acquisition of Wellcome plc by Glaxo plc), and SmithKline Beecham plc (from the merger of Beecham plc, and SmithKline Beckman Corporation). It is the world's third-largest pharmaceutical company measured by revenues (after Johnson & Johnson and Pfizer). GSK has a portfolio of products for major disease areas including asthma, cancer, virus control, infections, mental health, diabetes and digestive conditions. It also has a large consumer healthcare division which produces and markets oral healthcare and nutritional products and over-the-counter medicines including Boost, Horlicks and Gaviscon. The company had sales of around Rs. 1813 billion and made a profit of
GlaxoSmithKline trying for its second foray in the oral care market through Sensodyne toothpaste: Challenges Ahead
Abstract
In January 2011, GlaxoSmithKline Consumer Healthcare India (GSKCH) launched its global oral care brand Sensodyne in the Indian market. Sensodyne is a toothpaste for sensitive teeth and is a global leader in the premium toothpaste category across the world. The brand was previously owned by Block Drug Company INC and was acquired by GSK in 2001. This was the second foray of GSK in the oral care market after Aquafresh which was discontinued due to poor consumer response. GSK was excited about the launch and had planned to invest Rs. 25 crores for the launch phase of Sensodyne in India. The aim of the company was to acquire 5% share in the overall toothpaste market in the next three to five years.
Case Study
“The aim is to make it a Rs 100 to Rs 150 crore brand in the next three years. Sensodyne is likely to contribute 8 to 10 per cent of our growth in India. Therefore, we are adopting a 360-degree marketing and advertising plan for Sensodyne,” -Shubhajit Sen, Executive VP-marketing, GSKCH(India)
GlaxoSmithKline: An Overview
GSK was formed in 2000 by the merger of GlaxoWellcome plc (formed from the acquisition of Wellcome plc by Glaxo plc), and SmithKline Beecham plc (from the merger of Beecham plc, and SmithKline Beckman Corporation). It is the world's third-largest pharmaceutical company measured by revenues (after Johnson & Johnson and Pfizer). GSK has a portfolio of products for major disease areas including asthma, cancer, virus control, infections, mental health, diabetes and digestive conditions. It also has a large consumer healthcare division which produces and markets oral healthcare and nutritional products and over-the-counter medicines including Boost, Horlicks and Gaviscon. The company had sales of around Rs. 1813 billion and made a profit of