Expansion plans: GlaxoSmithKline to invest Rs2 billion

‘Company to directly market Sensodyne to consumers, rather than only dentists’.

KARACHI:

GlaxoSmithKline (GSK) Consumer Healthcare is planning aggressive investments in developing healthcare products in Pakistan, with an initial injection of Rs2 billion in the next couple of years, said the company’s Head of Finance for Middle East, Paul Marson.

Speaking at the re-launch of Sensodyne, a toothpaste for sensitive teeth, on Monday, Marson said that his company was targeting Pakistan as part of the business plan to reach new geographical locations, other than the Middle East.

“We expect that 50 per cent of our revenue in coming years will be coming from the new geographical expansions,” he said.

Speaking about the company’s new strategy, he said that he was confident that the strategy would help GSK reach targets.

GSK Consumer Healthcare Business Pakistan General Manager Sohail Matin said that the company was altering its strategy and from now on, it would directly market Sensodyne to consumers, instead of marketing to dentists only.

“It is just the beginning. We will soon introduce new healthcare products in this market,” he said.

According to him, the quality of local GSK consumer healthcare products was comparable with any imported GSK products being imported into Pakistan.

Matin added that GSK would like to conduct more awareness programmes on tooth sensitivity because one out of three people worldwide was suffering from it.

GSK Consumer Healthcare Brand Manager for Oral Care Hafsa Farooqui said that dental care was uncommon in developing countries, and as a result, dental problems became serious among people in these areas.

Sensodyne was relaunched with a new packaging, without any change in ingredients, but the company would soon introduce new research products, added Farooqui.

Published in The Express Tribune, May 17^th, 2011.