Colpal_HRM
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Transcript of Colpal_HRM
Colgate Plax: An Untapped Gem of Colgate?
9 Sourabh Bansal19 Kirti Choughle29 Abhijeet Gaikwad39 Resha Haria49 Shruti K59 Maitreyee Lawande
69 Anup Navandar79 Ashish Gabbar89 Harshul Savala99 Vaibhav Shinde109 Chetan Thakur119 Vrushali Guthe
Agenda
• Product category description• Product description• Company overview• SWOT Analysis• Competitor analysis• DSTP• Promotion• Future prospects• Business Strategy• Developing HR strategy for Business Alignment• HR aligned to business can deliver
Product category descriptionSize of category (Rs. Crore)
India
75
US
2800
Mode of selling
• Prescription product
• OTC product
75%
25%
Total Sales (%)
Prescription OTC
1.5 % of 5000 oral
care industry
70
17
85
Market Share
Listerine (J&J)Colgate PlaxAMPM (Elder Healthcare)Others
Industry Overview
• Oral Care category: 5000 cr market• Major players
Product Description
• Significantly reduces the plaque in hard to reach areas• Provides up to 67% healthier Gums• Contains fluoride to help prevent cavities• Gives long lasting fresh breath
Company Overview•Colgate-Palmolive•Founded: 1806•Entered India: 1937•Dominates the Rs 3500 cr. toothpaste market with over 50% of the market share•Available in more than 4.3 million retail outlets in the country
Product Portfolio
• Oral Care• Personal Care• Home Care• Professional Oral care
Company overview
• Most trusted brand from 2003-2007 in the survey conducted by Brand equity and AC Nielsen• Oral health month since 2004• ‘Bright smiles, bright futures’ schools dental
education program• Guinness world record: 1011 students rinsed
simultaneously with mouthwash
SWOT AnalysisStrengths
• Leverage on brand Colgate• Strong distribution network• Collaboration with IDA
Weaknesses
• Price• Strong flavour which may not appeal to certain people
Threats
• Alcohol content• Different product categories chewing gums
Opportunities
• Small market size• Small market share• Increasing health awareness
Competitor analysisColgate Plax Listerine AM PM
Market Share 17 % 70 % 8%
Variants PepperMintFreshMint
OriginalCoolmintFreshburst
Freshmint
USP 12 hr germ protection
Dynamite against germs (30 sec rinse campaign)
SKU 125 ml,250 ml
85 ml,250 ml, 500 ml
120 ml, 250 mlSelf-dispensing cap
Price 50 85
3085150
Challenge
Therapeutic Prophylactic
Reasons for low penetration
Reasons
Low awareness
Prescription
Availability
Price
Taste
Alternatives
Marketing Objective
• Present Market Size :Rs. 75 Cr• Mouthwash Growth Rate : 35 p.c.p.a• Current Market Share of Plax : 17% (Rs. 13Cr)• Market Potential in 2014 : Rs. 185 Cr• Target : 30% Market Share in 3 years i.e from
13 Cr to 56 Cr in 3 years i.e. 60% growth rate YoY (by 2014)
Target segments
• Urban India – Metros and Tier 1 cities• Age– Adults College and Office going people
• Medical– People suffering from tooth problems of all ages
Positioning
After Brushing don’t relax, use Colgate Plax!!!
Colgate Plax – For the complete oral care!
Research showsthat 80% of germs are not on your teeth.
So did you clean your mouth completely today?
After Brushing don’t relax, Use Colgate Plax! Colgate Plax - For the Complete Oral Care
Your Attire is never Incomplete.
Then why is your Oral Care Incomplete?
After Brushing don’t relax, Use Colgate Plax!
Colgate Plax - For the Complete Oral Care
You never provide IncompleteNutrition to your child.
Then why give him IncompleteOral Care?
After brushing don’t relax, give them Colgate Plax!
Colgate Plax - For the Complete Oral Care
Core focus of communication• Reintroduction of “infomercials”• Focus on “Colgate suraksha chakra: complete oral
care”• “Fear Factor Marketing” – chronic halitosis Brushing alone kills only 25% of germs• Leveraging dentist’s association with Colgate (IDA)• Indispensable during brushing, post meals
• Confidence• Convenience
• Plaque• Gingivitis• Fresh breath
Functional benefits Emotional Benefits
Promotion
• Bundling with Colgate oral care products• Sampling • Incentivizing sales force • Leverage the distribution strength of Colgate• Youth channels: M Tv, Channel V • “Point-of-purchase” promotion
• “ Fresh-o-meter” campaign• In-film and In-serial advertisements• Celebrity endorsement: Ranvir & Anoushka
Focus on Marketing channels
• Sets of independent organizations involved in process of marketing
• Channel management decisions– Selecting channel members– Training channel members– Motivating channel members– Evaluating channel members
Business Strategy
• 4 pronged business strategyI. Focus on consumers, the professional and
customersII. Driving innovationIII. Increase efficiency and effectivenessIV. Strengthen Leadership
S1: Focus on consumers, the professional and customers
• Converting Shoppers to Buyers – focus on consumer behavior
• Working closely with the marketing channel• Research – 50% + purchase decisions made in
store• IDA and dental professionals add credibility
and long term brand loyalty amidst consumers
S2: Driving Innovation
• Driving innovation across function and processes
• Detailers : oral care consultants• Trained sales force to provide valuable
scientific information to dental professionals• Proposed MT/GT program to pick graduates
with medical background• Bright Smiles, Bright future program – 83 mn
school children. Teachers training 2,43,500 empanelled so far.
S3: Increase efficiency and effectiveness
• Colgate Business Planning• SAP based software• Fully integrated commercial planning and
execution discipline• Budget Process to Store Shelf• ROI methodology in all work routines• Execution excellence, assessing performance
against goals
S4: Strengthen Leadership
• Concept of Personal Leadership includes:-i. Superior business results at individual levelii. Aligning HR strategy with businessa. Understand the big picture b. Develop statement of intentc. Conduct a detailed HR analysisd. Determine critical people issues
Developing HR strategy for Business Alignment
1. Understand the key driving force of Business – Leveraging on brand Colgate and conditioning employees through training programs to leverage on the same
2. Statement of intent – process of thinking through people issues in an explicit manner to derive a mission HR abides by
Developing HR strategy for Business Alignment
3. Detailed HR analysis for GAPS identification on following parameters:
- Culture, Skills shortage, Organization structure and people practices
4. Determine critical people issues that would have impact on delivery of our business strategy if HR fails to address them
HR aligned to business can deliver
Improved Utilisation of
TalentHigher
Productivity
Reduced Costs
Better Service Delivery
Organisational Integration
Aligned culture & organisational
values
Greater Employee
Engagement
Stronger Employee
Proposition
THANK YOU