marketing moguls gartons iim kashipur finals
TRANSCRIPT
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8/14/2019 Marketing Moguls Gartons IIM Kashipur Finals
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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] -
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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/ -
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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/ -
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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/ -
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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
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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
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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
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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
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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
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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
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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 -
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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 -
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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/ -
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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/ -
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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
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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 -
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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
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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
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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/ -
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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 -
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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.