Published by MBA Skool Team, Last Updated: February 06, 2019
Marketing Strategy of Sensodyne analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Sensodyne marketing mix, help the brand succeed.
Sensodyne marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Sensodyne Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Sensodyne Product Strategy:
The product strategy and mix in Sensodyne marketing strategy can be explained as follows:
Sensodyne is one of the top tooth care brands in the world. The main offerings of Sensodyne as a part of its marketing mix product portfolio are toothpaste and mouthwash. The idea behind creating them is to provide relief against the pain after having something hot or cold. This is their point of differentiation from other products. Their products have chemicals like Potassium Nitrate and Stannous Fluoride which reduces the effect of pain. Apart from this, now they have started selling toothbrushes specializing in sensitivity. Sensodyne products come in many variants like deep clean, whitening, repair and rapid relief. It has created a $1bn brand equity with 20% market share in the American market. The packaging is done in order to give a premium feel of the product. Quantity-wise toothpaste is sold in three variants of 40gm, 70gm and 130gm.
Below is the pricing strategy in Sensodyne marketing strategy:
The prices of Sensodyne are kept at a premium range.
In India, the prices for a particular weight is may vary to Rs 5-10 depending on the variant for toothpaste. To penetrate in the market, high prices with good promotional activities and marketing strategies was adopted. The prices of mouth fresh and toothbrushes are also kept at the premium segment to attract the middle and upper-class people.
Following is the distribution strategy in the Sensodyne marketing mix:
For Sensodyne, dentists not only played a key role in advertisements but also helped in distribution. They used to recommend the product and the product can be found in the nearby medical store. Sensodyne used the distribution network of their parent company GSK which has a wide network. The product can now be found in small towns to large cities, from small medical shops to large retail shops.
Earlier it was only available in pharmaceutical shops but as demand increased GSK started selling it to retail shops.
Sensodyne Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sensodyne marketing strategy is as follows:
Sensodyne needed good promotional strategy otherwise it may fail miserably. To penetrate in the market, it needs to educate the consumers about dental condition and to let them know that its treatable. It has done so by running advertisements of real dentists describing the problem. It also asked dentist to try their products so they would recommend them to their patients. Sensodyne has a very successful promotional campaign due to which the market share grew manifold. On its site, it provides free checkup for sensation which attract consumers. It tells them the causes, symptoms and treatment of the condition. To validate their claims, customer reviews have been put up on the site. Hence this concludes the marketing mix of Sensodyne.
Sensodyne is a brand owned by GlaxoSmithKline who sell dental products for sensitive teeth people. It was first sold as a commercial product in 1961. Their main products are toothpaste, mouthwash and toothbrush. Sensodyne has its own brand and its own customers which are loyal to them. It takes the opinion of dentists for making its product. On its site, it provides free online checkup to attract new customers. Their vision says, “We’re dedicated to creating a future where every life is sensitivity free”.
There are many competitors of Sensodyne, but they differentiated their product by creating a segment of sensitivity. They educated consumers about the pain in teeth is a treatable option and thus creating a market space for Sensodyne.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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