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Colgate's Strategy for Healthy Smiles

The document outlines a marketing strategy for Colgate targeting different consumer segments, including uninformed individuals, slackers, and ignorants, with a focus on promoting better oral health. It details the media strategy involving TV ads, social media campaigns, and community events, alongside a financial analysis of the target market. The campaign emphasizes the importance of replacing toothbrushes regularly and introduces innovative product features to encourage usage.

Uploaded by

Shivam Aggarwal
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38 views1 page

Colgate's Strategy for Healthy Smiles

The document outlines a marketing strategy for Colgate targeting different consumer segments, including uninformed individuals, slackers, and ignorants, with a focus on promoting better oral health. It details the media strategy involving TV ads, social media campaigns, and community events, alongside a financial analysis of the target market. The campaign emphasizes the importance of replacing toothbrushes regularly and introduces innovative product features to encourage usage.

Uploaded by

Shivam Aggarwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Executive Summary

Targeting Positioning Media Strategy


ATL Reach
1. Uninformed (26-44) For uninformed and slacker kids and their parents
Easier to convert; high on attitude so behaviour • TV advertisements & Billboards
building is easy Colgate will be the first responsible brand • Newspaper advertisements (freebie distribution/QR
Focus the first year on converting this segment code scanner)
that is building the nation's habit of TTL Reach
2. Slackers ( 45-55 )
Provide an external stimulus to this segment to
Replacing their toothbrush more often for • Social Media Campaigns
develop an attitude change
• Community Events : Organize dental health camps or
E.g. New product introduction better oral health and build a healthy India through workshops in local communities
3. Ignorants (65+) narration and dedicated product so that there is no BTL Reach
Require both benefit realization and attitude • Custom-designed Retail POP for supermkts (given the TG)
change, difficult target hence kept at last barrier to their smile.
• Mall booth awareness program*

Financial Analysis TAM SAM SOM


Our Big Idea
312 Mn HH 21 Mn HH 4.5 Mn HH
“Twice a day, every 3 months: 32 reasons to give you a perfect smile!” Campaign Impact Effort Marketing Cost (Total)
(Rs in Mn)
Toothbrush time-usage indicator: Indicating mechanism located .Ad
In m
on toothbrush in close proximity to bristles campaign-
Innovative Dissolvable Material: Water-soluble composition Twice a day,
100.8 Projected penetration
every 3
comprising a relatively in soluble filler and a relatively soluble months: 32 level in HHs (mn)
binder reasons to
Composition having a solubility rate corresponding to the give you a
desired predetermined period of usage of said toothbrush perfect smile

Promotion Place Pricing Social Media 5.00


Campaign
• General and Modern Competitive pricing
ATL -
showcasing the detrimental Embedded 40.00 Projected revenue
effects of using old toothbrushes trade outlets in Tier Trial packs Rs. 25-30
1,2 cities Monthly pack for Rs. Marketing
(INR mn)
BTL - Targeted advertisements on • Special Retail POP for 150-180 Retail POP
selling the product
40.5
recommen
• E-commerce
dation

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