Sensodyne Pronamel launch: Gaining and maintaining a first-mover advantage
Principal author: Rachel Walker, Grey LondonContributing authors: Lucy Jameson, Matthew Gladstone and James Appleby, Grey London; Claire Taylor, MediaCom Business Science; Mita Shaha, GlaxoSmithKline
First-mover or fast follower
Being a first-mover isn't for everyone with all the risk, hard work and investment required. Why be a pioneer when you could be a fast follower instead, learning from someone else's mistakes and benefiting from their efforts?
This paper tells the story of how first-mover, Sensodyne Pronamel, created a new toothpaste category. This meant addressing an invisible and unknown oral...