GlaxoSmithKline (GSK) Philippines Inc. plans to increase the sales of specialized consumer care product Sensodyne by 30 percent to about P489.6 million from P360 million in 2014 following the company’s campaign to make the product more affordable to consumers.
GSK product manager for consumer healthcare Eduardo Cimafranca III said the product continued to grow, a proof of its quality, because of the company’s direction to lower the retail price.
“Admittedly, our product used to be expensive but that changed in 2012 when the company rode back prices to be at par with other leading brands that time. We also further went grassroots when we launched our sachet format in 2014,” he said in a company event Friday at the Shangri-La Hotel in Makati City.
Sensodyne is the country’s leading specialized toothpaste brand for sensitive teeth. It has eaten up on other brands’ market share and now comprises half of the P10-billion Philippine market for specialized toothpaste.