Degree

Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award

2024

Advisor/Supervisor

Dr. Muhammad Shafique, Assistant Professor and Program Director MBA & Executive MBA, Department of Management

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Penetration, Growth, Strategy, Pricing, Opportunities

Executive Summary

The oral care market in Pakistan, valued at PKR 85.5 billion, is a rapidly growing sector within the fast-moving consumer goods (FMCG) industry. In 2023, the category achieved a 39% increase in retail value sales, driven by key players like Colgate-Palmolive, which commands a 41% market share. Sensodyne, positioned as the leading toothpaste brand for sensitive teeth, holds the second-largest market share at 14.5% and enjoys a niche segment with a strong reputation for efficacy and dentist endorsements. However, despite its significant growth trajectory and unique market positioning, Sensodyne's penetration and growth have slowed in recent years.

This project aims to develop a comprehensive marketing strategy to increase Sensodyne’s household penetration in Pakistan, targeting a 30% penetration rate by 2027. The analysis identifies several challenges hindering Sensodyne's growth, including its premium pricing relative to competitors, its limited perception as a specialized rather than an everyday toothpaste, and distribution constraints in mass-market channels.

Key opportunities identified for Sensodyne include expanding its product portfolio to cater to broader consumer needs, such as whitening and family-friendly formulations, and launching smaller, more affordable pack sizes to drive trials and attract price-sensitive customers. Additionally, leveraging local cultural touchpoints such as cricket and culinary content, Sensodyne can reposition itself as a lifestyle brand integrated into everyday life.

The proposed marketing strategy emphasizes a multi-pronged approach to build brand penetration and loyalty. This includes targeted campaigns, innovative product launches, revamped in-store merchandising, and enhanced consumer engagement initiatives. The project also recommends the introduction of new product variants and access packs, increasing consumer promotions, and creating strong partnerships with retail channels and dental professionals.

By addressing these challenges and capitalizing on identified opportunities, Sensodyne can expand its market share and strengthen its position as a leading oral care brand in Pakistan. The recommendations aim to enhance Sensodyne's brand equity, drive consumer loyalty, and ultimately achieve sustainable growth.

Pages

59

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