An Example of : An Integrated Marketing Strategy for Sensodyne Essay Paper
GlaxoSmithKline Incorporated is an international pharmaceutical corporation based in New York, United States (GlaxoSmithKline, 2014). GlaxoSmithKline produces such products as Avodart, Benlysta, Cutivate, Cetebe, Citrucel and Sensodyne (GlaxoSmithKline, 2014). Sensodyne is one of the best selling products produced by this company. At present, GlaxoSmithKline is largest pharmaceutical manufacturer in the world withholding subsidiaries and branches across the globe. The company operates more than 15,000 stores in about 60 countries with 10,000 in the United States and India altogether (GlaxoSmithKline, 2014). Today, Sensodyne is known to be the best solution to sensitive teeth in all corners of the world (Sensodyne, 2014). The GlaxoSmithKline Sensodyne faces stiff competition from such products as Colgate Sensitive from Colgate-Palmolive Company and Oral B from P & G (BCA-Basilio, Carmo & Almeida, 2003). Just like many other modern companies, GlaxoSmithKline employs the most current marketing strategies to capture the new and retain existing Sensodyne markets. This involves manipulating the marketing mix made up of the product, place, price, and promotion (Birnik & Bowman, 2007).

GlaxoSmithKline has to invest in research and development in order to come up with not only innovative but also effective Sensodyne products. These products must be appealing and create value for money to the consumers. In addition, the company must establish the nature and location of its target market and how the various products will reach those who need them. GlaxoSmithKline and its competitors understand that it would be risky to set the price at a level that the market is not willing to pay (Dent, 2011). Therefore, GlaxoSmithKline must price the Sensodyne products at exactly the market price or below the market price so that it captures a bigger market share as compared to its competitors. Strategic marketing and promotional strategies and tactics are an important factor to consider in ensuring that the Sensodyne products reach the targeted market. All together, with proper utilization of the marketing strategies, GlaxoSmithKline will generate a competitive advantage over its competitors that will lead to the capture of an additional market share. In order to establish its own market share in the toothpaste market, GlaxoSmithKline has had to construct an effective marketing strategy that would enable the company to outdo its competitors (Birnik & Bowman, 2007).

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