The gap between consumer and retailer for GSK’s one of the growing oral healthcare brand “Sensodyne” in Bangladesh

Abstract

Health awareness has become one of the key variable in driving the consumer demand globally. Similarly, well known multi-national organizations are striving to achieve the consumer validation thorough manufacturing products which are up to the standard by maintaining the best quality. Sensodyne is one such brand of GlaxoSmithKline which bears the mark of a superior quality product carrying the tagline of number one sensitive toothpaste brand in the world. With the rising GDP of Bangladesh, It has become an attractive market for quality oral healthcare products like Sensodyne. In the beginning the brand was portrayed as an expensive OHC product but now it is being used by healthy number of people as a regular toothpaste. However, there is another side of the story which is growing market competitiveness, unethical practice by some companies and increasing parallel import which are creating a lot of difficulties in the OHC market. The purpose of this research paper is to identify the gap between consumer and retailer for Sensodyne, and whether the distribution plays a vital role in driving the market and growing the brand or not. In addition to that, the report also discuss about the impact of unique selling propositions, understanding the impact of gray market of the brand Sensodyne. Another aspect of this study is to analyze the influence of various factors on the buying decision of the customers. Exploratory & descriptive research designs were used to develop the conclusions. Primary data had been collected with the help of questionnaire method & data is analyzed with the help of statistical techniques. Finally, some recommendations are given by analyzing the data findings from the retail survey, consumer survey and other secondary data analysis. This report also includes the background of the organization and the duties and responsibilities of an intern under Consumer Healthcare Department. I have taken all the necessary steps to ensure the quality of the report and I sincerely hope that it includes all the relevant information which is in the scope of my ability.