Transcend 2021

Case Brief
Colgate Powered Toothbrushes
Flow

1. Category overview

2. Introduction to Powered toothbrushes

3. Nuances of the sub-category: market size, potential, types (refill etc.)

4. India context

5. Problem Statement

6. Objectives & deliverables

7. Guidelines
Toothbrush Category in India

Category offtake size : 3800 Crs in 2019 CAGR of 6%

Highly penetrated : est. 80%+ 71% in 2012

230+ manufacturers, Top 4 account for 80% of the market

3
Category Perception - A cleaning implement
Criticality

Benefits articulated are largely nuances of cleaning Hairbrush

TB Razor
Shaving
brush

• Conduit to get the paste into hard to reach areas Involvement

• Dislodges food particles in between teeth, plaque or debris

• Polishing: Prevents yellowing (dimension of cleaning)

• Freshness: Feeling of freshness (connected with a feeling of better

cleaning)

High usage frequency - But low involvement Category

Powered Toothbrush : A toothbrush that makes
rapid automatic bristle motions, either
back-and-forth oscillation or rotation-oscillation
(where the brush head alternates clockwise and
counterclockwise rotation), in order to clean teeth.
Powered Toothbrush - A rapidly growing sub-category

USD 5 Bn
Category
worldwide

Source: Worldview Market Data: Market Share in USD 2016 - 2020 FY

 Globally ETB Value has surpassed MTB - including China

VOL

VAL

*ETB - Powered/Electric Toothbrush MTB - Manual Toothbrush

7
China - Online PTB/ETB Value sales contribution > Toothpaste even

8
Powered Tbr - Technologies in market

Battery Tbr Oscillating

(Battery
~ $5Bn Category operated) Existing
Segregated into: Technologies
Electric Tbr
(Rechargeable)
Sonic
Powered Tbr Refills - Inherent part of the Category
● Powered Tbr has 2 parts - Handle and a
replaceable head (Refill)

● Handle cost is expensive, Not possible

to invest the amount every 3-4 months

● Refills hence become very important for

the category - can be replaced at much
lower cost

● Make majority of category in developed

markets

● Multiple refill options on single handle

possible
Powered Tbr - India Current Scenario

● Nascent Market , 40-45 Crs Category size *

● Majority Business from eComm / online channels

● Limited Awareness

● Average Selling Price (ASP) of Powered Tbr >>> Manual Tbr

*Internal assumptions
However India is a fertile ground for aggressive PTB Penetration
Increasing elite HH and Credit Card adoption
CRED today serves more than 6 million customers or about 22% of all
credit card holders -- and 35% of all premium credit card holders -- in the
world’s second -- largest internet market

Luxury Beauty
is the main growth driver for Beauty category

Personal Care appliances - Category has exploded in last 5 years

Disposable income has gone up significantly

in the last decade eComm Growing at rapid pace
And we’ve seen many categories scale exponentially in last 5 years
Problem Statement

Establish the Powered/Electric Toothbrush Category in India

with Colgate at the helm of this transformation
What we want from you

How does Colgate CREATE & OWN PTB/ETB

- What’s the opportunity size
- How do we get there
- Target definition
- Portfolio Strategy
- Positioning
- Media Strategy
- Retail Strategy
- What sales should we expect by 2025?
Submission Specifics

1. Share supporting creatives/ caption if any in your slides

2. Caption should not exceed 5 words
3. Round 1 presentation should be limited to 3 slides
● The deliverables to cover the central ideas, assumptions made and snapshots of the
elements mentioned in the “What we want from you” section
4. Round 2 presentation should be limited to 5 slides
● Should include detailed and in-depth understanding of the deliverables from Round 1
5. All submissions to be made in pdf format only
6. Please make & state suitable assumptions as necessary
Guidelines

1. The content must not contain any elements that are protected by someone
else’s copyright, privacy or publicity right.

2. If the picture contains any photographs, written consent must be obtained

from the individuals whose image appears in the pictures.