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    Colgate Transcend

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    mohamedamjad.easedementia
    qebdlWDHCN

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    Colgate Transcend

    Uploaded by

    mohamedamjad.easedementia
    6 views3 pages
    qebdlWDHCN

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    © © All Rights Reserved

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    qebdlWDHCN

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    6 views3 pages

    Colgate Transcend

    Uploaded by

    mohamedamjad.easedementia
    qebdlWDHCN

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    The A Team

    IIM Indore
    Link to the video pitch

    Azaan Nazer Aswathi Dinakar Atif Hassan


    CMO COO CFO
    2nd Year, MBA 2nd Year, MBA 2nd Year, MBA
    Summer Intern, RIL Summer Intern, Amazon Summer Intern, Ajio Business
    Ex-Thermax Ex-Autoninja Ex- Alstom Transport
    NIT-Calicut, 2017 NIT Calicut, 2016 NIT Durgapur, 2016
    Objective: Build a D2C Strategy for Colgate-Palmolive
    Benefits of a Direct to Consumer Strategy Primary Research Secondary Research TARGET CUSTOMERS
    Brand Vision: Selling direct avoid brand dilution ∎ Survey with 100 respondents ∎ Market reports by
    Better Brand Experience ∎ 5 in-depth interviews (3 Marketline, BCG, McKinsey
    customers + 2 dealers) ∎ Websites and blogs Persona 1 Persona 2
    Direct Brand Relationships
    Men & Women Women
    Better Customer Experience INSIGHTS Age: 22-55 Age 35-55
    Direct Access to Consumers and their data, Tier 1 & 2 cities Tier 1 & 2 cities
    developing Customer Insights Most people hesitate to Professionals Working,Homemaker
    buy oral care products Socially conscious Family Oriented
    Increased Sales, Higher Supply Chain savings online because of small
    Improved Margins: Savings of 10-15% from ticket value (78%) easy
    wholesale distribution & 15-40% from retailers
    Reasons for not offline availability (69%) Value Proposition
    purchasing online
    Direct Access to Brands: Facilitates unfiltered Brand, dentists recommendation, While buying oral hygiene products
    and uncensored feedback. features, price and aesthetics online, customers mainly consider Exclusivity, Premium, Experience
    Sales Protection: Opportunity to gain lost sales influence purchase decision convenience (89%), online exclusivity Tailor-made Customised Products
    (74%), bundled offers (64%), discounts
    Speed to Market: Immediate access to selling 21% of customers are very likely to (52%) and loyalty programs (21%)
    consider doctor's advice on a
    opportunities, trials & feedback, Full Product personalised subscription model
    Range, Dedicated shopping environment 81% of customers would prefer buying online if an exclusive premium product is offered
    for the long term

    India Oral Care Market Trends: Urban consumers moving towards premium products
    like Mouthwash, Whitening And Sensitive Toothpastes with changing hygiene habits. The Big Idea - D2C Strategy (The ColBox Model)
    The compound annual growth rate of the market in the period 2015–19 was 8.2%
    A pure e-commerce strategy with a premium product line
    Distribution - Current Trend and a generic product line with an option of Subscription
    Model. We integrate Colgate’s teledentistry website for
    D2C represents a small fraction of the Indian
    cross-selling. By including Whatsapp API for ordering, AI
    Oral health distribution channels today but is
    poised to grow at a rapid rate. The growing chat-bot and 12 languages, we can achieve maximum
    internet and smartphone penetration aids this penetration.
    growth
    Sales Model Website Features
    Subscription Model One-time purchase ●Customer service and order mechanism on Whatsapp
    ●Integrate the services of www.dentistsforme.in to generate revenue from
    Personalised subscription boxes at intervals Option of one-time payment subscription model
    with one time or recurring payments. for skeptical & cautious ●Have 12 most spoken language options of the website to signal inclusivity covering
    Assures predictable & secure revenue with buyers 92.04% of Indian population
    payment in advance reducing customer Ensures familiarity and -Hindi, English, Bengali, Marathi, Telugu, Tamil, Urdu, Gujurati, Kannada, Odia,
    acquisition cost simplicity for buyers Punjabi and Malayalam
    Allows for personalised marketing and Less customer support ●Release of mobile friendly website. Mobile application should be avoided due to less
    higher average customer lifetime value required sticky factor
    (ACLV) Instant revenue ●Multiple payment options including Cash on Delivery
    Customer forms relationship with brand ●AI Chatbot with for aiding order process

    Product Portfolio Marketing Communications


    Premium differentiated products under a private label with emphasis on
    Product Line 1 sustainability. Electric toothbrush, teeth whiteners, mouthwash, toothpaste for Market Target Personas
    sensitive gums & teeth, environment friendly toothbrushes etc.
    Communicate value of product
    General products of Colgate with a few exclusive SKUs. Offers for bundling products. Mission
    Product Line 2 Personalisation of toothbrushes. portfolio & enhance brand experience
    Financials Exclusive, trust, brand loyalty,
    Message premium, convenience, distinct
    products and customer experience
    Primary : Digital marketing
    Media Secondary: Outdoor quirky Ads &
    setting up kiosks at malls
    Customer Acquisition Cost
    Measure
    Digital Marketing - Conversions &
    -ment
    CTR, conversion to sales rate

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