Sensodyne Marketing Plan

Paper Summary:

This paper discusses the pharmaceutical healthcare company, GlaxoSmithKline, and a marketing strategy for its Sensodyne product. In particular, this paper makes suggestions that are intended to help Sensodyne avoid the negative sales growth rates recently registered by the company's star product, Aquafresh. More specifically, this marketing plan evaluates the company's position in its industry, to determine its competitive advantages and weaknesses when compared to its competitors, and suggests improvements and the way to implement them.


Outline:
Executive Summary
Table of Contents
Introduction
Mission Statement
Internal Environment
External Environment
Political factors
Economic factors
Social factors
Demographic factors
Technological factors
SWOT Analysis
Critical issues
Marketing Objectives
Marketing Strategies
Product
Price
Promotion
Place (distribution)
Recommendations for Change
Implementations Plan
Reference list
Appendices

From the Paper:

"Economic factors. The global wealth has reached consistent growth rates in the last years. The numbers have had dramatic changes in East Asia, considerably high changes in South-Pacific Asia and substantial in Europe and Japan. After analyzing these trends, it seems that the highest growth rates and in the poorest countries with emerging economies (see fig.1&2). Nevertheless, increased wealth growth rates translate into a higher potential turnover in those regions and/or countries.
"Social factors. By being present in 116 countries, the company has to deal with a wide cultural diversity. Its employees and customers come from a variety of nations with different cultural identities. Different nations have different oral care habits, which imply that the marketing strategies have to be adapted to the local markets. Customers are also educated when it comes to this type of habit. Thus, GSK adapts its oral care education programs to the local habits and needs."

Sample of Sources Used:

• BBC news (2003), Glaxo Defeated byShareholders, http://news.bbc.co.uk/1/hi/business/
• Colgate-Palmolive corporate website: www.colgate.com
• CorporateWatch website: http://www.corporatewatch.org/, accessed May 2007.
• De Kok, A.C. and S.C. Graves (2003), "Supply Chain Management - Design, Cooperation and Operation" , 11th Edition, Elsevier Publications.
• Dunning, John (1993) "Multinational Enterprises and the Global Economy", Addison and Wesley.

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