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  • B-Plan Palmolive: Brand Awareness

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    Twinkle Choudhary
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    This document outlines a plan to reposition Palmolive as a premium personal care brand to target the 65% unaware market and increase its market share and sales over 5 years. The plan involves refurbishing bottle designs, increasing advertisements portraying Palmolive as a premium natural brand, and emphasizing the benefits of natural ingredients. It also includes horizontally diversifying products with exotic natural ingredients. The impact anticipated is increasing brand awareness to 40% in year 1, consumption to 15% in year 2 through diversification and repackaging, and maintaining a competitive advantage to increase consumption to 30% by year 5.

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    Colgate Palmolive

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    This document outlines a plan to reposition Palmolive as a premium personal care brand to target the 65% unaware market and increase its market share and sales over 5 years. The plan involves refurbishing bottle designs, increasing advertisements portraying Palmolive as a premium natural brand, and emphasizing the benefits of natural ingredients. It also includes horizontally diversifying products with exotic natural ingredients. The impact anticipated is increasing brand awareness to 40% in year 1, consumption to 15% in year 2 through diversification and repackaging, and maintaining a competitive advantage to increase consumption to 30% by year 5.

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    13 views2 pages

    B-Plan Palmolive: Brand Awareness

    Uploaded by

    Twinkle Choudhary
    This document outlines a plan to reposition Palmolive as a premium personal care brand to target the 65% unaware market and increase its market share and sales over 5 years. The plan involves refurbishing bottle designs, increasing advertisements portraying Palmolive as a premium natural brand, and emphasizing the benefits of natural ingredients. It also includes horizontally diversifying products with exotic natural ingredients. The impact anticipated is increasing brand awareness to 40% in year 1, consumption to 15% in year 2 through diversification and repackaging, and maintaining a competitive advantage to increase consumption to 30% by year 5.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 2

    B-Plan Palmolive

    Target the 65% of the unaware market, which will flock into the Aspiring group via re-positioning the brand as a
    ‘Premium Personal Care Brand’

    Ideas:
    Brand Awareness
     Re-furbish the bottle designs, vinyls, fonts along with increased
    bottle transparency.
    15

     Surge in product advertisements by portraying the product as part


    20
    of a Premium Brand – ‘Naturalize yourself’
    65

     Emphasizing the benefits derived from using natural ingredient


    based products.

     Horizontally diversify into exotic, tropical natural ingredients e.g. Unaware Consuming Aspiring
    Avocado, Pineapple, Tea Tree Oils.
    Impact & 5 year plan
    Market Share vs Sales Forecast
    90% 3000
    % Market Share

    80%
    2500
    2400
    70%
    Unaware
    60% 2000

    Sales Forecast (in Cr)


    1800 Aspiring
    50%
    1500 Consuming
    40% Sales
    1200 Forecast
    30% 1000

    20%
    600
    500
    10% 300

    0% 0
    Year 1 Year 2 Year 3 Year 4 Year 5

    High promotion & Diversification & Sustainability & competitive


    advertisement increased repackaging increased advantage increased
    awareness to 40% consumption to 15% consumption to 30%

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