Sensodyne

SENSODYNE
Sensodyne is an oral health brand targeted at people with sensitive teeth. Sensodyne is owned by GlaxoSmithKline. It is manufactured by block Drug Company. It has products for sensitive teeth and sensitive teeth market is its premium segment. It has its presence in 130 countries with a market share of 10% and 18% in US and UK respectively. It is promoted by GSK Asia Pvt. Ltd with an investment of 20 crores for first 9 months.
The Sensitive Toothpaste Market in India
34 crore- Colgate sensitive pro relief
32 crore- warren sensodent
24 crore- Sensodyne
151 crore- others
In four months, Sensodyne became the third largest brand in the sensitive toothpaste market in the country, with a share of 10%. Sensodyne share in the overall toothpaste market is about 0.9%. GSK has not only invested heavily in the advertising and promotion of the brand, but has also taken Colgate head-on on its own turf of conducting dentist contact programmes across the country. GSK has contacted 15,000 dentists in two months and is keen on building on the Sensodyne equity. Sensodyne globally is the largest brand for GSK and the oral care as a segment contributes 30 per cent to the overall global turnover. GSK India is expecting to tap almost five per cent market share in the Rs 1,800 crore toothpaste segments and would be spending upwards of Rs 20 crore.
FAILURE OF AQUAFRESH
Aquafresh, the global brand, was launched in India in '99 and positioned in the premium end of the market. The GSK’s first launch was phased out about seven-eight years ago due to poor consumer off take. Even though the brand showed signs of growth initially, the froth started disappearing within two years. In the last four years, the company generated Rs 30 crore in sales for Aquafresh, which translates into 1.3% market share of the Rs 2,200-crore market. Sources said that after paying up for promotions, advertisements and trade margins, the company had very little to add to its bottom-line.