Building a Billion Dollar Smile: The Science Behind Sensodyne's Marketing
Welcome to The Distillery, your trusted source for clear, actionable marketing intelligence!
In this 2nd issue, we will examine how Sensodyne used an “ Expert Stamp of Approval” strategy to scale and become a market leader.
Context:
In the late 1990s, Sensodyne was a relatively unknown brand in the crowded toothpaste market. Despite being available for over three decades, its market penetration was a measly 5%. It was mainly available in pharmacies and overlooked by the general consumer population. This was a significant issue given that approximately 28% of people experience tooth sensitivity—a sharp, sudden pain triggered by hot, cold, sweet, or acidic foods and drinks.
The inability of the brand to capture the remaining 23% of the market wasn’t because the product didn’t work, but rather a profound gap in consumer awareness and education.
Most people who suffered tooth sensitivity did not recognize their discomfort as a treatable condition; they often attributed the pain to dietary choices such as consuming hot, cold, sweet, or acidic foods and drinks, instead of recognizing it for what it was- an underlying dental issue.
As a result, they did not seek out a solution, and even if they did, they did not consider toothpaste as a viable option for treatment.
In 2000, GlaxoSmithKline (GSK) acquired Sensodyne, recognizing the untapped potential of a product that could address a widespread yet underappreciated dental problem. GSK saw an opportunity to transform Sensodyne from a niche player into a mainstream brand by addressing the root causes of its limited market presence.
The Technique Used to Approach and Solve the Problem
Sensodyne identified that many people with tooth sensitivity did not recognize their pain as a treatable condition. They launched educational campaigns to inform consumers about tooth sensitivity and how Sensodyne toothpaste could alleviate it.
Sensodyne engaged experts, in this case, dentists, in an education program to increase awareness among dental professionals about the prevalence of tooth sensitivity and Sensodyne’s efficacy.
Dentists were then able to recommend Sensodyne to their patients. (A study found that expert endorsement has a positive effect on perceived credibility, with expertise being the most crucial quality for an expert endorser)
While educating consumers about tooth sensitivity was crucial, Sensodyne needed to address another hurdle: accessibility. Initially, the product was primarily found in pharmacies. GSK, the parent company, recognized a golden opportunity – grocery stores. By expanding distribution to include these everyday shopping destinations, Sensodyne became more convenient for consumers. This strategic move significantly increased market penetration, jumping from 5% to 11%. Remember, driving awareness is only half the battle. Ensuring your product is readily available when that awareness translates to purchase intent is critical for success.
Sensodyne's marketing strategy wasn't just about selling toothpaste, it was about building trust and credibility. Here's how they achieved this:
Real Dentists, Real Voices: Sensodyne developed a compelling advertising strategy that featured real dentists, not actors, to authentically explain tooth sensitivity and recommend Sensodyne. These ads, where possible, were filmed documentary-style in the dentists' own practices, adding to their credibility
Global Reach, Local Impact: Sensodyne's message needed to resonate across borders. These ads were localized and ran in over 100 countries, ensuring the message remained culturally relevant.
Why Dentists?
People typically visit dentists every 6-12 months. Sensodyne understood that while dentists play a crucial role in oral health, relying solely on them for consumer education wouldn't be enough.
Sensodyne's consumer communication strategy aimed to replicate the experience of a dentist consultation. By featuring real dentists explaining tooth sensitivity, they addressed consumer concerns directly and fostered trust.
The Power of Authenticity
This focus on authenticity paid off. Consumers responded positively to the genuine explanations from dentists, leading to a more informed and trusting audience.
Staying Ahead of the Curve: Innovation for Long-Term Success
Sensodyne understood that innovation is key to sustained growth. They didn't rest on their oars after their initial success. They went a step further by
领英推荐
Sensodyne’s rise from a niche product to a billion-dollar brand is a testament to the power of strategic marketing and their success rests on a multi-faceted approach that addresses key consumer needs and builds a strong brand identity.
What Makes the Strategy Effective?
They identified a large segment (28%) suffering from tooth sensitivity, many unaware it was treatable. This insight became the foundation for their educational campaigns.
Key Takeaways & Actionable Steps:
Inspired by Sensodyne's success, here are practical steps you can take to elevate your marketing strategy:
Sensodyne's aha moment was realizing that a staggering 28% of people suffer from tooth sensitivity, but most weren't aware it could be treated with toothpaste. This lack of understanding presented a golden opportunity.
Actionable Strategy for Marketers: Conduct market research to identify unmet needs related to your product category. Use this data to inform targeted educational campaigns that bridge the knowledge gap.
Sensodyne's marketing magic stemmed from educating consumers. They didn't just sell a product; they explained the problem and positioned Sensodyne as the solution.
Actionable Strategy for Marketers: Develop content that educates consumers about the problem your product or service is solving. Utilize various channels - advertisements, social media, and partnerships with relevant stakeholders - to spread awareness.
Sensodyne's strategy wasn't limited to consumer education. They leveraged the credibility of dentists by securing their endorsements. This added a layer of trust and authority to the brand.
Actionable Strategy for Marketers: Partner with industry professionals relevant to your product or service. Create educational programs and resources to inform them about your product's benefits.
Originally, Sensodyne was primarily available in pharmacies. GSK, the parent company, recognized the need for wider distribution. By adding grocery stores to the mix, they made Sensodyne more accessible, boosting sales.
Actionable Strategy for Marketers: Evaluate your product's distribution channels. Ensure it's readily available where your target audience shops. Consider expanding into new channels to increase accessibility.
Sensodyne's advertising campaign featured real dentists delivering the message. This authenticity resonated with consumers, fostering trust and brand loyalty.
Actionable Strategy for Marketers: Incorporate real testimonials and expert opinions into your marketing campaigns. Maintain consistent messaging across all channels to reinforce your brand's values and expertise.
Sensodyne's commitment to innovation didn't stop with their initial product. They continuously invested in R&D, launching products like Rapid Relief and Repair & Protect. This kept the brand relevant and addressed evolving consumer needs.
Actionable Strategy for Marketers: Allocate resources for continuous product innovation based on consumer trends and market demands. Regularly update your product line to maintain consumer interest and address emerging needs.
Sensodyne strategically positioned itself as the expert in tooth sensitivity. This clear differentiation helped them stand out from competitors like Colgate.
Actionable Strategy: Clearly define your brand's unique value proposition. Position your brand as the leader in addressing specific consumer needs, emphasizing expertise and authority in your chosen space.
Conclusion:
Sensodyne's strategic marketing transformed a niche product into a category leader. By addressing unmet needs, educating both consumers and professionals, building trust through authenticity, and prioritizing innovation, Sensodyne's success offers a lot of nuggets for marketers aiming to drive brand growth and achieve market dominance.
By putting these principles into action, you can craft marketing strategies that cut through the noise and resonate with your target audience.
Stay tuned for our next issue, where we'll dive deeper into another powerful marketing technique!
Subscribe HERE to get the next issue directly in your mailbox
Cheers,
The Distillery Team
Thank you for reading ‘The Distillery’. Share this with another professional you know would find this useful