Re-generating a mature market
A SmithKline Beecham case study

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Page 6: Conclusion

This case study provides a fascinating insight into successful marketing. Instead of selling off the Dr.Best line, SmithKline Beecham decided to inject fresh capital and ideas into it. By identifying consumers’ requirements for new benefits i.e. a product that was “gentle to the gums,” then introducing the product that delivers this benefit, the company was able to transform the toothbrush market. Persuasive and intelligent advertising helped to build a premium product at a premium price and to change our thinking about cleaning teeth.

As a global enterprise, SmithKline Beecham has been able to exploit this experience on a much larger scale. SmithKline Beecham has a commitment to standardise and share marketing “best practices” in every country in which it does business. The company has set out to ensure that its people use the same world-class marketing methods throughout the world. In this respect it has been possible to apply the lessons learnt from Dr.Best Flex to the marketing of Aquafresh toothbrushes in the UK and many other countries in the world.

SmithKline Beecham | Re-generating a mature market