Consumer behavior for Sensodyne toothpaste GlaxoSmithKline Bangladesh LTD.

Abstract

GlaxoSmithKline (GSK) is the world leading research-based pharmaceutical company with a powerful combination of skills and resources to provide a platform for delivering strong growth in today’s rapidly changing health care environment. GSK is the product of a number of mergers and acquisitions. The merger made GSK the world’s number one pharmaceutical company. GlaxoSmithKline have different type of products. Sensodyne, a premium product of GSK Company, is improving the quality of life for those affected by teeth sensitivity which is a very common problem as every person among four has this teeth sensitivity problem around the world. GSK has both prescription and consumer products. Sensodyne is recommended by dentist all over the world. Till now it’s the doctors prescribed world’s no.1 sensitivity toothpaste. This products is very premium containing high quality ingredients and expensive as well. It can be used by any general consumers also who are not facing the teeth sensitivity problems as a daily fluoride toothpaste. In this report I tried to analyze the public response, their demands, perceptions and acceptance level towards this product. Most of the people are not aware about the product and also about the teeth sensitivity problem. And if they don’t know about the products how could they buy this product. However, awareness is being tried to be created to make people know about the usefulness of this products. The product Sensodyne is very much effective and a person can use this daily basis and get rid from such teeth problems. Proper steps are needed to be taken to market the product so that it can grab the consumer attention and hold a strong position in the market. To get idea about the consumers’ feedback regarding this product a survey was conducted in pharmacies and some other places also. Most of the respondents become aware and are willing to accept such a product which will take care of their teeth. As a Marketing Intern and a Brand Ambassador of Sensodyne, at Consumer Healthcare I was assigned with a variety of tasks that are mostly related to Brand Support Activation program and Point of sales and marketing. In my report I tried to identify the demographic analysis of GlaxoSmithKline Bangladesh Ltd, the market segmentation of the company, the competition analysis, strategic marketing analysis, sales forecast of the company and the whole brand management system. I emphasized on their promotion pattern and the impact of these positioning strategies on the behavior of consumer in terms of brand building.