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Abstract

This case flyer is based on an article1 from The Economic Times which highlights how a new category can be built and nurtured (in the backdrop of oral care market). GSKCH's Sensodyne has been credited with being a category creator in the 'Sensitivity' segment of the Indian oral care market. To penetrate into the new category, Sensodyne adopted a unique and distinctive distribution strategy that has prized it with 26% of the market share. The case flyer can be effectively used in Retail Management and Marketing Management courses to teach the concepts of categories creators and killers.
Other setting(s):
2013

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Abstract

This case flyer is based on an article1 from The Economic Times which highlights how a new category can be built and nurtured (in the backdrop of oral care market). GSKCH's Sensodyne has been credited with being a category creator in the 'Sensitivity' segment of the Indian oral care market. To penetrate into the new category, Sensodyne adopted a unique and distinctive distribution strategy that has prized it with 26% of the market share. The case flyer can be effectively used in Retail Management and Marketing Management courses to teach the concepts of categories creators and killers.

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Other setting(s):
2013

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