Sensodyne SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 14258

SWOT Analysis of Sensodyne with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Oral Healthcare



Tagline/ Slogan

World’s no. 1 sensitivity toothpaste


helps relieves the sensitive teeth problems

Sensodyne STP


Oral care products- toothpaste, toothbrushes, mouthwash and dental floss

Target Group

Middle and upper class


Recommended by all the dentists worldwide for sensitive teeth

Sensodyne SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Sensodyne :

1. Very well accepted in the market and enjoys the trust associated with GSK brand.
2. Testimonial ads from doctors have worked well to strengthen the brand.

3. It created a minor sub-category in toothpaste segment and the only brand available in the category

4. Due to strong parent brand, good distribution and availability


1. Not a very strong brand in emerging economies compared to normal toothpaste brands

2. Little more expensive than competitors


1. Can leverage on the unique positioning and differentiation it has achieved

2. People are not aware of the special needs for sensitive teeth, create awareness and capture large market.
3. The brand can target kids and youth also since they frequently suffer from such problems


1. Not much awareness in the market regarding the effectiveness of the product.
2. Lot of competition in the market from regular toothpaste brands.

Sensodyne Competition


Below are the 2 main Sensodyne competitors :

1. Pepsodent
2. Colgate Sensitive

The brandguide table above concludes the Sensodyne SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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