Big Idea: Transforming Palmolive into a universal brand which caters to premium customers extending beyond it’s general

positioning of a brand only for females

Current situation Idea Objective Impact

Palmolive perceived as a solely female centric brand leading to low • Line extension into natural • Maximise untapped brand • Change in perception from a
brand recall among males products specifically for men potential and catch up on the female centric brand to a
Low brand awareness amongst target group due to unclear and • Reposition Palmolive as a trend by aggressively foraying universal one
dissatisfactory brand communication universal brand for premium into the men personal care • Plethora of opportunities by
Other brands have successful online channels which is not the case and aspirational customers space which has huge way of introduction to new
with Palmolive
• Over time, expand further in opportunities and high income customer
Customer insights – Primary & Secondary Research face & hair cleansing space segments
Men Spend More: Men spend an average of around Rs.300-350 while Sales and marketing strategy
women spend around Rs.200-250 monthly on bathing essentials
• Subscription based model • Digital media campaigns
Gender specific products preferred: Both men and women have high • Bundled Products as per variants
sensitivity towards gender specific products • Portray it as a brand that a successful man adopts
• Highlight the absence of artificial ingredients along • Perfect fir for everyone in all spheres of life be
Perception of Premium: 80% men perceive natural ingredients and
freshness whereas 75% women perceive natural ingredients & fragrance with the presence of natural ones it while going to the gym, office, parties.
Channel Preference: 78% consumers prefer Supermarkets and Business Model Canvas
online channels for buying their bathing essentials
Subscription Model: ¾ Customers are conducive to a subscription Value propositions Key activities Key partners
based model for purchasing their personal care products
• A natural bathing experience • New product development • E-Tailers
Gaps identified • Brand communication through
that destresses and freshens • Premium hotels and spas and
Very few natural products in the bathing space specifically for men • Premium experience for a aggressive media campaigns salons (wellness industry)
which makes the current market scattered and untapped select few • Revamping online distribution
No company offering subscriptions for bathing products • Free from artificial ingredients channels and official website
• Strategic Alliances and
Channels
• Soft tube based packaging
Proof of concept instead of plastic bottles for a Investments to acquire new • Foray in the online space with
premium and seamless competencies both third party vendors and
Highly successful men premium bathing start-ups coming up both in
the Indian and International market experience exclusive channels
Customer relationships
Subscription based model replicated by companies in the foreign • Selective offline channels like
market like Art Of Sport, Man Cave Customer segments • Specialised Trained Executives Shoppers Stop, Lifestyle, etc
at Kiosks in select cities • Exclusive Pop Up Stores in
• Millennials • Personalised and customised Premium Spaces
• Gen X and Gen Y with high recommendations both online • Exclusive spaces in multi
disposable income and offline brand stores – Kiosk Mode
Team Name: Muskurate Mandevians (MDI Gurgaon)

2020
Launch a new product line to
expand in men’s category
Foray into online space by
rebranding official website
and partnering with major
e-tailers
Aggressively advertise
Palmolive as brand for highly
aspirational & successful men
To acquire better and newer
competencies look at
strategic alliances with
upcoming start-ups
Projected Revenue: 86 Crores
Roadmap at a Glance
 Begin by foraying in the men’s
category with limited variants
 Specific emphasis given to
digital advertising and
channels to establish brand
identity and awareness
 Expand to new products
further down the line with
established brand awareness
ROADMAP FOR NEXT 5 YEARS
2021
Partner with select offline
channels like Shoppers Stop,
Lifestyle, etc.
Come up with exclusive pop-
up stores via Kiosk Model in
premium spaces
With increasing sales and
brand awareness launch a
subscription based model
Projected Revenue: 93 Crores
Key Assumptions
 Palmolive’s current size: 80 crores
 Palmolive’s overall share in the
Indian bath and shower market is
0.3% (as per Euromonitor report).
The same market size has been
assumed for all product categories
 The overall projected CAGR for all
the product categories has been
taken from the Euromonitor report
and the CAGR for Palmolive has
been assumed accordingly
 Since our idea doesn’t cater to bar
soaps, CAGR has been assumed
same as overall
2022 2023 2024
Expand into newer Partner with Spas and With sufficient time gone by
categories with more Hotels so as to foray in after repositioning, review
variants so as to capture the wellness industry and build upon stronger
new audiences variants while discarding or
Bring out specific improving weak ones
Launch a select few facial and exclusive ranges for
cleansing products the wellness industry Capture newer segments
herein untapped by way of
Advertise this heavily with
Keep a few products limited launching ayurvedic variants
select targeting of the
to exclusive channels to
right customer segments Projected Revenue: 168 Crores
ensure the premium feel
through digital advertising
Projected Revenue: 105 Crores
Projected Revenue: 129 Crores
Projected revenues by product categories (crores)
 CAGR for body wash and shower 2020 2021 2022 2023 2024
gel has been assumed 3 times
Bar soap 63 64 64 65 66
that of industry since major idea
caters to that category Body wash/shower 12 16 22 30 41
 Since the new product for hair gel
cleansing launches in 2022, CAGR Face cleansing 11 13 18 26 39
initially assumed same as industry
Hair cleansing NA NA NA 8 23
and 3 times for the last 3 years
 Hair cleansing revenue assumed Total revenue 86 93 105 129 168
as negligible for now due to
Estimated cost of social media campaigns: Approx. 3 crores
absence of Indian products by
Palmolive in this space. Assuming Financials and calculations in the excel attached:
captured market share of 0.3 and
0.5% in the last two years Team Name: Muskurate Mandevians (MDI Gurgaon)