Submitted by

Team Geek Mythology (IIM Indore)

Dr.Arti Modak (BDS nair): p19modakd@iimidr.ac.in
Shubham Sharma (B.tech) : p19shubhams@iimidr.ac.in
Vikash Kumar (B.tech): p19vikashk@iimidr.ac.in
 Industry trends
• Research by Nielsen shows that 90% of
consumers would buy directly from a brand if
they could while 63% would consider auto
replenishment for household goods
• Disposable income of consumers have increased
resulting in them buying more products
• Internet penetration in India is 59% with 4.54 bn
users and 5.19 bn Unique mobile phone users
Competitor Analysis
Success:
• customized solutions offered (Skin tones and
textures for suggestion Freewill),
• Premium product and high price point
(KamaAyurveda)
• Promotional campaigns and gifting (Beardo)
• Strong brand(H&M,Zara)
• exclusivity (MamaEarth)
Failure:
• Delayed gratification
• Limited assortments and variety to choose from
• No credit policy
• High logistic and delivery cost
Consumer Insights through qualitative (7 focus
groups with varying location) and quantitative
research (171 survey results) methodology
67% purchased from local kirana store
28% purchase when product gets over
56% purchases are unplanned (get reminded on being in retail outlet )
23% buy more than 1 household products simultaneously
87% said wont search on net or place order online for only 1 product
Triggers: Discounts,
engaging content, One
stop solutions
Barriers: Immediate
gratification
BIG IDEA : One Stop Solution with Subscription Model Financial Plan
• Unmet Need solved :Don’t want to waste time on thinking and
planning for purchase. Customer doesn’t have to wait for the product
to get over and visit the retailer store “Let us take care of you”
• Value proposition : Saving customers time
“Hum ladey (Fight) aapki Jung, Colgate aaye apkey
paas!” #colgatecomeshome
Execution
• Rationale: India’s #1 Penetrated Brand 89% households buy Colgate.More than 2/3rd
HHs buy Colgate every quarter. Increase retention and volume blocking from
competitors
• Portfolio : Oral care products: Colgate and sanitizers, Bath products: Palmolive, Clothes
and fabric care products: Sauvitel ,Pet care: Hills, Surface cleaners : Ajax, Pnho Sol,
Utensils cleaning : Axion and Emphasis on Hello for cruelty free products.
• Target Consumer: Colgate households with internet users. Consumers who are busy
and don’t want to engage in redundant actions of planning monthly supplies.
Working women households! Bargain hunters.
• Business Model:Consumer can customize offerings and date of delivery according to
needs. Option of contactless Delivery. No charges on even door step cancellation of order.
Newspaper run model of last mile delivery. 3rd third Party outsourcing of last mile
delivery. Margin based Partnering with Hey
DeeDee- All female Hyperlocal
Delivery platform strengthening social initiatives of Colgate
• Execution stages: Test Marketing at 1 Metro city like Mumbai, and then rollout to
other Metros and tier 1 cities. The density of population is high, hence economies of
scale can be exploited with more Revenue per mile. Use of existing colgate website
• Effect on other channels: The subscription model will complement existing online
and offline channels. As one time buyers will continue to buy from them
• Points of Differentiation : Loyalty programme and BOGO instead of steep price
discounts Benefits to D2C model :
• Data insights and innovation,
• Better control over prices and promotion
• Increased Shelf space for developing awareness of products
• User experience control, Better demand projection(countering bullwhip effect),
• Increasing brand loyalty over store loyalty
• Direct communication with customers
Mat suno “Mummy paste khatam hogaya!”: because women have bigger things to worry about
CORE PROPOSITION AND VALUE
• Do not step out of the house
• Saving time on planning and execution
• Women empowerment
Campaign Strategy
Women empowerment : focus on working
women, should not waste time on planning
monthly purchases. Better utilization of
their time We value our customers and
their time so we come to them.
We need to create an integrated campaign
urging our TG i.e. working females to feel
valued and that household chores can be
outsourced.
Execution
⮚ While Colgate has shyed , we have
tried to take into account a broader
perspective and need of confidence
in every sphere of life.
⮚ 360 Integrated Marketing Campaign
across different media channels from
traditional media like TVC and print
ads to OOH, events, social and radio
advertising.
Women focused campaign with Potraying women heroes
like Doctors, Nurses, Ambulance drivers, Train motor
drivers
Assortment Television Radio Social Media
Monthly cleaning supplies and products
Television and OTT platform 1 week contest on channels Display ads, Campaigns
Promotion
Consumer promotion offers offers based ads showing the featuring female RJs like with female influencers
• BOGO freedom from hassle of Malishka like Mostly sane , Kusha
• 6 month subscription checking house inventory and Kasa Kai Mumbai with Kapila
• Pay only if you take timely order of supplies. Salil and Archana
• Loyalty programmes and reward system for Colgate gives the helping hand
referral
Commmunication Mix Revamping the website
PR:
Use of seo and sem for better landing, cookie data collection for better customization of offerings.
Strong female influencers. Colgate recently had
The website needs to be secure and data privacy needs to be given utmost importance.
world smiles day campaign with Mithila
Leveraging the existing content of oral care and phone a dentist
Palkar
The product offerings need to be customizable
Advertising/ Media Deployment:
Instructions on products expected use cycles should be conveyed to the customer
Where? : Media deployment will be
city based call for action and national Print media features
advertising for awareness True Heroes : Conquering the world
What? : objective of media will be to
increase awareness and impact
How? : Mediums used are
TV/Radio/Digital/ OOH. Print
Integrated marketing channels
showing consistent message of
saving time
Creative 1
Creative 2
 Appendix

Google drive link containing , Video, excel of financial calculations , creatives, ppt:
https://drive.google.com/drive/folders/1fb524UcGJoqEAWdQq2UkZPyzvetJ7sYw?usp=sharing

Questionnaire:
Assumptions
1. Age
2. Location Middle class people = 350 mn, avg family size = 4.4
3. When do you buy toothpaste CXO roles of National Sales head, CMO, COO, CEO
4. How frequently do you purchase hygiene products
5. Where do you purchase frequently used hygiene products
6. Do you plan your purchase
7. How often have you said “Mummy toothpaste/shampoo/shower gel
khatam hogaya”
8. Would you like someone else to remember and shop for you
9. No of products in your monthly hygiene shopping

Sources
▪ https://www.accenture.com/gr-en/about/strategy-index
▪ https://www.citibank.com/tts/insights/articles/article65.html
▪ https://datareportal.com/reports/digital-2020india#:~:text=There%20were%20400.0%20million%20social,at%2029%25%20in%20Janua
ry%202020
.
▪ https://www.youtube.com/watch?v=5nY8Ew-2q1c
▪ https://www.femina.in/trending/achievers/meet-indias-first-female-108-emergency-ambulance-driver-170274.html
▪ https://www.shethepeople.tv/news/laid-off-mumbais-vidya-shelke-ferries-stranded-people/
▪ https://www.arbordentalcare.com/blog/2018/06/02/family-dentist-lisle-5-4/
▪ https://en.wikipedia.org/wiki/Demographics_of_India#:~:text=India%20has%20more%20than%2050,should%20be%20just%20over%20
0.4
.
▪ https://www.statista.com/statistics/1061322/india-households-with-pet-dogs-and-cats/