Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Colgate Plax – Case Background
Colgate Plax CEP Brief, 2012
Case Overview
75 years ago, Colgate-Palmolive introduced a new concept to India - the toothpaste. It had to convince the Indian consumer to move on from the market leader at the time - the free, ubiquitous Neem twig. At such a task, which every Pundit would have declared impossible, Colgate-Palmolive succeeded, set the trend and now reigns as the leader in a category that it created.
And now its time for the next big thing! Its time for the mouthwash to enter the new Indian’s life. And here is your chance to craft this historic moment! You can be a part of the team that will face that biggest of marketing challenges - Not just to beat competition, not to merely increase market share, not only to be the best brand - but to introduce an entirely new category!
Some say real marketing is about identifying a consumer need even before the consumers do, and fulfilling it over and above their reservations. Are you up for some real marketing? Read on!
Colgate Plax CEP Brief, 2012
Case Objective
Build a role for Colgate Plax in the life of consumers, highlighting the benefits they derive from Plax at various ‘Freshness moments’.
Submit your proposed plan, in not more than 8 PPT slides, to communicate the product’s relevance to the consumer through
• Social Media activations: Recommend 2 different social media campaigns/activities
– Social media includes sites like Facebook, Youtube and Twitter
• On-ground activations: Recommend 1 on-ground activation to convince the consumer of the need for a mouthwash
– “On-ground” includes super markets, malls, colleges etc.. - anywhere you have direct access to the target consumer
• For each activation plan indicate
– The Idea, consumer analysis supporting the expected impact from the activity & approach to work on the activation plan
*Please refer to a document detailing the background of mouthwash category and Colgate Plax here
To get you started (but not limit you) , here are some social media activations –
Link1 | Link 2 | Link 3 | Link 4 | Link 5 | Link 6 | Link 7
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Why do you need Mouthwash?
Most oral germs are found in hard to reach areas of the mouth like
between teeth, back of the tongue, cheeks, etc.
Rinsing with Colgate Plax cleans even hard to reach areas to kill germs
which cause bad breath, plaque and gum problems.
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Category Overview
1% penetration x 2 rinse/ Day @ 10 ml : Rs 500 Cr/ year
Category Penetration
73%
48%
37% 34%31%
24%
15%9%
6%1%
USA UK
Thaila
nd
Mexic
o
Russia
Brazil
Mala
ysia
Phillipi
nes
China
India
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Need to accelerate Category Growth
Listerine on-air 1stTime
Plax on-air 1stTime
Plax – New LXs Listerine CEP
Plax on Cricket Listerine Thematic
0
50
100
150
200
250
300
350
400
Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311
Category
Listerine
Plax
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Early adopters drove 1st Wave of growth in 2010…
Need for triggers for 2nd Wave of Growth…
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Understanding our Target Consumer
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Demographics & Attitudes
• Adults in the age bracket of 25-34 years
• Well-educated with higher income levels
• Up-market, living predominantly in Metros
• Socially very active
• Make their own decisions
• Early adopters
• Image conscious
• Wants to feel and look good 24x7
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Pen Portrait
I like brands that are chic, cool and I am willing to pay a premium… I like trying new things and advocate it to
my friends if I like it.
Name: Avinash
Age: 29 years old
City: Gurgaon
Family: Dual Income No
Kids
Education: MBA
Job: Wealth Manager
HH Income: Rs 15 Lacs+
My social, personal and professional life is extremely important to me. I want smell &feel fresh to make a
good impression wherever, whenever. I use freshening products like deos, mouth fresheners and gel
toothpaste.
I am ambitious and self-confident… I want to be at peak
performance at all times to make the most of every moment.
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Touch Points
Gym, Page 3,
FM Radio while commuting
Hanging out with colleagues
Top-up shopping
Newspaper, Gym OOH TV, Radio
Pub/ Restaurant
Late Evening
Morning
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Plax Usage Moments
Plax Usage Moments
9 AM Before stepping out of house - Deo for your mouth
2 PM Post Meal
2 PM –4 PM Freshness Recharge
7 PM Freshen up before socialising
10 PM Post meal
11 PM Before intimate moments
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
Plax Portfolio
Peppermint/ Freshmint Complete Care Sensitive
•Long Lasting fresh breath
•12 Hour germ protection
•10 benefits-in-1 for complete
care from oral problems
•Alcohol free for No burning
sensation
•Gentle care for Sensitive
teeth and gums
•Alcohol free for No burning
sensation
•50 ml @ Rs 30 (Travel Pack)
•125 ml @ Rs 50
•250 ml @ Rs 95
•500 ml @ Rs 150
•250 ml @ Rs 110
•500 ml @ Rs 185
•250 ml @ Rs 110
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
2011 Highlights
• Colgate Plax has a SOV(share of voice) leadership with 55%
• Media innovations (TV, Digital) have clearly helped build awareness & generate trials/repeats
• Colgate Plax TVC Ad – Youtube link
• Consumer sampling in flight/in offices has created significant awareness for category/brand
• Colgate Plax Social Media Marketing
at Mood Indigo – Facebook Link
• Colgate Plax at Sunburn Festival, Goa
Get Fresh!!
Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash
All the best !
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