Abstract sensodyne
1
WITH SENSE & PLENTY OF SENSITIVITY: GSK COSUMER HEALTH CARE’S G VENKATARAMANI & RAHUL BIBUTHI MADE SENSODYNE A BRAND TO BE RECKONED WITH This case flyer is based on an article 1 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 ABSTRACT © www.etcases.com 1 Ratna Bhushan, “With Sense & Plenty of Sensitivity”, The Economic Times, November 12 th 2013
Transcript of Abstract sensodyne
WITH SENSE & PLENTY OF SENSITIVITY:GSK COSUMER HEALTH CARE’S
G VENKATARAMANI & RAHUL BIBUTHIMADE SENSODYNE A BRAND TO BE
RECKONED WITH
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
ABSTRACT
© www.etcases.com
1 Ratna Bhushan, “With Sense & Plenty of Sensitivity”, The Economic Times, November 12th 2013
