Indian toothpaste marketplace is worth Rs 6000 crores ( Source Business Line) together with growing at 20%. Colgate has been the undisputed marketplace leader inward this market.. Competitors has been trying to build a dent inward the portion through almost every strategy listed inward marketing textbooks.
It was an unlikely player- Glaxo Smithkline Beecham (GSK ) which actually broke into the stronghold of Colgate. GSK inward 2010 brought its global dental assist build Sensodyne into the Indian market. The sensitive toothpaste segment was rattling pocket-size together with almost unknown to the larger Indian market. Colgate had presence inward that niche amongst its variant Colgate Sensitive.
Sensodyne surprised the marketplace past times capturing 10% of the segment inside four months on launch. The heavy awareness drive made customers cause got bring out of the brand.The drive featured " Chill Test " where the customers who had sensitive teeth were asked to tryout chilled products afterwards using Sensodyne. The ads were rattling convincing together with prompted many customers to endeavour Sensodyne.Besides the Above-The -Line ( ATL) promotion, GSK also contacted approximately 15000 dentists to promote Sensodyne ( Source- TOI). In 1 year, Sensodyne became a 100 crore build together with the Sensitive toothpaste marketplace was growing at to a greater extent than than 45 % p.a.
Colgate beingness an agile marketer was non keeping placidity . The build launched some other variant Colgate Sensitive Pro-Relief inorder to arrest the increase of the competitor.Both the brands benefited past times the increase of the category which has grown to near Rs 500 crore. Sensodyne inched rattling unopen to the market-leader together with at 1 indicate became the leading build inward the sensitive toothpaste category. According to reports, Sensodyne together with Colgate Sensitive are immediately having almost same marketplace portion inward the category.
Pepsodent from HUL also got into the fray amongst its variant Pepsodent Expert.While every build focused on providing relief from sensitive teeth, Pepsodent differentiated past times offering ' relief together with repair' to the consumer. This displace past times Pepsodent forced the players to rethink their offerings. In the latest campaign, Sensodyne has added the 'repair' suggestion to the brand's positioning thereby achieving points-of-parity amongst Pepsodent Expert brand.
Sensodyne success tin hold out seen every bit the success of a specialist brand's struggle amongst a product-line extension. Consumer's thought Sensodyne every bit an proficient inward the plain together with thence the claims are to a greater extent than effective compared to the product-line extensions. However, Colgate together with Pepsodent were quick plenty to retaliate to the entry of Sensodyne albeit amongst picayune success.
The struggle inward the toothpaste segment became to a greater extent than interesting amongst the launch of Paradontax past times GSK. Another specialist build against haemorrhage gums. The nation of war has only began.
