Sensodyne: How marketing created a billion dollar brand
Executive Summary:
This is the story of how a change in marketing strategy completely transformed the fortunes of Sensodyne.
Formerly a small player in a niche category, Sensodyne is now a $1bn brand, in a category it has built into a significant 20% slice of all toothpaste. This stellar success was achieved by discovering a simple but important consumer insight.
28% of people suffer from sensitive teeth, but in 2000 Sensodyne had a penetration of only 5%. Most sensitivity sufferers weren't doing anything about it, and their need was unmet. The question...