Colgate Plax Case Background

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash

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 Indians 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 products 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

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
Category Penetration 73%

48% 37% 34% 31% 24% 15% 9% 6% 1%

ia In d

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Ru ss ia

UK

M al ay s ia

US A

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il a nd

illi pi n

Br a

Th a

1% penetration x 2 rinse/ Day @ 10 ml : Rs 500 Cr/ year

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash

Ph

Ch

in a

zil

Need to accelerate Category Growth

400 350 300
Plax on-air 1stTime Plax on Cricket Listerine Thematic Listerine onair 1stTime Plax New LXs Listerine CEP

250
200 150 100 50

Category Listerine Plax

0
Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311

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
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.

Name: Avinash Age: 29 years old City: Gurgaon Family: Dual Income No Kids Education: MBA Job: Wealth Manager HH Income: Rs 15 Lacs+

I am ambitious and self-confident I want to be at peak performance at all times to make the most of every moment.

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.

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash

Touch Points
Newspaper, Gym OOH TV, Radio Gym, Page 3, FM Radio while commuting

Morning

Late Evening Pub/ Restaurant Hanging out with colleagues Top-up shopping

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash

Plax Usage Moments

Plax Usage Moments 9 AM 2 PM 2 PM 4 PM 7 PM 10 PM 11 PM Before stepping out of house - Deo for your mouth Post Meal Freshness Recharge Freshen up before socialising Post meal Before intimate moments

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash

Plax Portfolio

Peppermint/ Freshmint
Long Lasting fresh breath 12 Hour germ protection

Complete Care
care from oral problems Alcohol free for No burning sensation

Sensitive
teeth and gums Alcohol free for No burning sensation

10 benefits-in-1 for complete Gentle care for Sensitive

50 ml @ Rs 30 (Travel Pack) 125 ml @ Rs 50 250 ml @ Rs 95 250 ml @ Rs 110 250 ml @ Rs 110

500 ml @ Rs 150

500 ml @ Rs 185

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 !

Information provided in this document has to be used only to solve the case challenge. Usage of information for any purpose outside the case challenge is strictly prohibited and attracts penalty.

Colgate Plax CEP Brief, 2012 Colgate Plax Mouthwash