Sensitooth Toothpaste Case Study

SENSITOOTH TOOTHPASTE

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“The proper positioning of the product is the most relevant factor responsible for the success of Sensitooth Toothpaste”

Rahul Chandra, Marketing Controller,

Robertson Hindustan Ltd.

History and Origin

In mid-1970, while trying to review the outstanding progress of Sensitooth Toothpaste, Mr. Chandra pointed out the positioning decision was not an easy decision to make. Much heated conversations and discussions preceded it.

Robertson International, USA, came into existence in 1930 when a small-town cosmetician of Ohio started manufacturing and distributing a product called Sensitooth Toothpaste. From this small-town operations, Robertson International

The toothpaste market was dominated by mainly 3-4 brands with Pepsodent as the accepted leader. Should Sensitooth Toothpaste take a leap of faith against Pepsodent and other dominant players? Or should it try and play in an entirely new carved out niche. Sensitooth Toothpaste was positioned distinctly all over the world as toothpaste for sensitive teeth. But the market size and opportunity of multipurpose toothpaste which was widely accepted in the country was too lucrative to think of fighting for acceptance of a new concept in the minds of consumers. Technically or chemically, the formula of Sensitooth Toothpaste was not a barrier in using it as a multipurpose

Its place was right in the center of the ‘urban’ ladder, but slightly on the modern side. This position varied in different parts of the country for example in certain areas, Sensitooth was considered to be the most advanced form of remedy and in other areas it was thought to be old fashioned and traditional. Understanding of this ‘Urban’ index and the resulting segmentation was of enormous use to the company in devising the advertising and marketing strategy.

Further Progress

In a short span of time, Sensitooth toothpaste did not only emerge as a market leader in all the toothpaste categories, but also became the largest selling medicine for sensitive teeth. From being the largest selling medicine in the 80s, it became the only largest advertised medicine for tooth sensitivity.

In fact, with the remarkable story of Sensitooth, Robertson International quickly converted their American branch in India into an Indian Public limited company –Robertson Hindustan – which diversified into its product line quite enough, selling not only Sensitooth toothpaste but many other consumer products.

Success of Positioning Strategy

RHL linked the performance of Sensitooth toothpaste in India to a proper initial positioning. In addition, there were several other interrelated factors that also propelled its acceptance with the