Sensodyne: How marketing created a billion dollar brand

This case study looks at how Sensodyne, the toothpaste brand, changed the emphasis of their marketing strategy away from the benefits of the product, and towards positioning the brand as a treatment.

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...

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