STRONG GROWTH
REASONS FOR STRONG GROWTH
1. We’ve seen fantastic transformation of GSK’s Oral Care 2.This is the result of a very deliberate change in our
business in 2009 – record growth in a competitive marketing strategy. We’ve re-focused on what we do best –
marketplace, in an otherwise flat category – in a recession.
meeting the specific oral health needs of consumers with
products that are deeply rooted in science.
2. STATISTICS
--U.S. Oral Care – 16% YTD sales growth
--20% quarterly sales growth (September)
As part of a global pharmaceutical company, we’ve always been
scientific innovators. The difference now is, we’re getting a clear
and consistent message out to consumers and dental
professionals about the science behind our products.
--GSK’s highest-ever toothpaste market share (17.5%)
For example with Aquafresh, it was a question of re-focusing
--GSK is responsible for more than ¾ of the U.S. toothpaste the brand – going back to what we stood for: Triple protection –
strong teeth, healthy gums and fresh breath. (refer to ADS) Our
market growth.
old advertising – you couldn’t tell it was the same brand, all the
ads looked different. We’ve now created a consistent look and
--4 of top 10 best-selling (?) U.S. toothpastes now GSK.
image, centered around making the science relevant to everyday
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life. Research shows people are very interested in the science
WHERE IS GROWTH COMING FROM?
behind the products, and our advertising reflects that
1. New users – (Biotene example--increased market
share from roughly 86% to 96%. Biotene is now product
Our products have different brand names so it’s simple for
most recommended by dentists for dry mouth.
consumers to choose the product that meets their needs.
2. New technologies (U.S. launch of Aquafresh and
st
For example, Aquafresh for triple protection Sensodyne for
Sensodyne iso-active) 1 of its kind technology -- one
sensitive teeth. Biotene for dry mouth. Pronamel for acid
of the most innovative delivery systems of toothpaste in
erosion.
100 years. Already driven a 2-share point gain in the
quarter.
This is all supported by a strong and consistent effort to work
3. Viral educational programs – getting people to
with the dental professionals.
understand their conditions more (Sensodyne
example – 50% of people have sensitive teeth, only 5%
Consumers today are more health-conscious, but they’re
of those use toothpaste for sensitive teeth)
4. New products – Launched Sensodyne ProNamel also more skeptical. They want products rooted in science
Gentle Whitening which became a top 10 U.S. SKU that will improve their health and their lives. That’s what
GSK has always delivered. Now, we’re communicating that
within 6 months.
message in a more cohesive, effective way.