marketing project.edited

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Communications

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Nov 24, 2024

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1 Sensodyne Toothpastes Student Name Institutional Affiliation Course Number: Course Name Instructor Assignment Due Date

2 Sensodyne Toothpastes Sensodyne primarily targets people with sensitive teeth. People with sensitive teeth experience pain after taking a hot or cold meal or drink, brushing, or breathing cold air because the sensitive tubules of their teeth have been exposed. This condition is prevalent among young adults, primarily females, who practice tooth whitening. The pain resulting from tooth sensitivity hurts one’s quality of life ( Cunha-Cruz et al., 2013 ). Therefore, Sensodyne uses patient life quality as the basis of its brand positioning. The company’s toothpaste differs from other toothpastes because it contains chemicals that reduce tooth sensitivity. Some notable active ingredients in the company’s products include calcium, sodium, acetate, fluoride, nitrates, and potassium. These chemicals act in different ways to offset tooth sensitivity. For instance, potassium nitrate helps soothe the nerves controlling cold-sensitive triggers. On its part, stannous fluoride shields the inner parts of a tooth, keeping it away from sugar and other triggers (Sensodyne, n.d.). However, Sensodyne's brand positioning strategy involves more than unique product messaging. The company heavily involves dentist recommendations in its positioning message. The ads often contain doctors who explain the science behind tooth sensitivity and the reason for choosing the company’s products. These messages are critical to customers’ adoption of the company’s products as people are likelier to endorse products they feel have professional authority. Complementing this strategy is product differentiation. Apart from toothpaste, the company offers tailored toothbrushes and moth-wash products for sensitive teeth. The company also tactfully blends tooth sensitivity with freshness and tooth whitening, which makes its customers perceive the company as a one-stop shop for teeth products.

3 References Cunha-Cruz, J., Wataha, J. C., Heaton, L. J., Rothen, M., Sobieraj, M., Scott, J., ... & Northwest Practice- based Research Collaborative in Evidence-based Dentistry. (2013). The prevalence of dentin hypersensitivity in general dental practices in the northwest United States. The Journal of the American Dental Association , 144 (3), 288-296. Sensodyne. (n.d.). Sensodyne ingredients . https://www.sensodyne.com/en-gb/about- sensodyne/ingredients/

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