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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