Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Sensodyne

Sensodyne is a brand in the category of toothpastes that entered the Indian context relatively recently (as compared to a brand like Colgate; Dash, 2011). Sensodyne is positioned against Colgate Sensitive toothpaste, and in the overall toothpaste market both the brands cater to a niche segment—addressing the sensitivity of teeth for people who have the problem of pain when they consume hot or cold foods. Sensodyne made rapid progress in the segment (Bhushan & Malviya, 2012); advertisements were one of the instrumental factors in the success of the brand (see Sensodyne video reference). There were two kinds of advertisements for the two variants of the brand.

When the brand entered the Indian context, a doctor in a white coat explained ...