Colgate trains its guns at GSK

After sparring with Hindustan Unilever & Procter & Gamble, the oral care leader has unleashed new ads targeting GSK's gum care specialist Parodontax

A mother takes her daughter to the dentist, clutching an apple in her hands. The apple, half-eaten, has blood stains on it, which the dentist says is because of bleeding gums.

Oral care giant Colgate is doing everything it can to draw the attention of consumers to the problem of bleeding gums, common in India. One in every three Indians suffer from gum problems. But few consult a dentist, let alone use a product for it. Colgate is targeting these people. But it isn’t the only. GlaxoSmithKline Consumer’s Parodontax also targets the same problem.

After sparring with Hindustan Unilever and Procter & Gamble, Colgate is now training its guns at GSK Consumer. The two have been in battle before for a share of the sensitivity toothpaste segment, nine per cent of the overall Rs 6,000-crore-a-year toothpaste market.

GSK has 26 per cent share of the Rs 540-crore sensitivity market, ahead of Colgate, says Jayant Singh, executive vice-president (marketing). Colgate did not specifically indicate its market share in the sensitivity segment. But sector analysts say Colgate Sensitive Pro-Relief, the company’s answer to GSK’s Sensodyne, lags the latter.

“According to Colgate estimates, the overall premium segment is growing at 21.8 per cent, with teeth whitening taking the lead at 42 per cent, followed by multi-benefit at 23.6 per cent and lastly, sensitivity at 18.2 per cent,” a Colgate spokesperson said.

In gum care, the latest emerging oral care category, both Colgate and GSK have focused on raising awareness as well as pushing their products largely through modern trade and pharmacies. GSK’s Singh says the specialised nature of the category lends itself to the retail format. Price points are also steep, he says.

A 150gm pack of Colgate Total Pro Gum Health comes for Rs 92. GSK’s Parodontax costs Rs 100 for an 80gm pack, its largest stockkeeping unit in the category. A regular 150gm Colgate white toothpaste, on the other hand, costs Rs 75-80.

ME! NO, ME!

* Colgate and GSK have been routinely speaking to dentists to ensure recommendation for their products

* Colgate in association with the Indian Dental Association, the apex body, has also conducted dental camps on problems such as gum-bleeding and sensitivity

* GSK recently conducted a survey in Delhi, Kolkata, Hyderabad and Kochi to show its Sensodyne toothpaste was recommended by eight of every 10 dentists in the country