Colgate Plax: An Untapped Gem of Colgate?

9 Sourabh Bansal19 Kirti Choughle29 Abhijeet Gaikwad39 Resha Haria49 Shruti K59 Maitreyee Lawande

69 Anup Navandar79 Ashish Gabbar89 Harshul Savala99 Vaibhav Shinde109 Chetan Thakur119 Vrushali Guthe

Agenda

• Product category description• Product description• Company overview• SWOT Analysis• Competitor analysis• DSTP• Promotion• Future prospects• Business Strategy• Developing HR strategy for Business Alignment• HR aligned to business can deliver

Product category descriptionSize of category (Rs. Crore)

India

75

US

2800

Mode of selling

• Prescription product

• OTC product

75%

25%

Total Sales (%)

Prescription OTC

1.5 % of 5000 oral

care industry

70

17

85

Market Share

Listerine (J&J)Colgate PlaxAMPM (Elder Healthcare)Others

Industry Overview

• Oral Care category: 5000 cr market• Major players

Product Description

• Significantly reduces the plaque in hard to reach areas• Provides up to 67% healthier Gums• Contains fluoride to help prevent cavities• Gives long lasting fresh breath

Company Overview•Colgate-Palmolive•Founded: 1806•Entered India: 1937•Dominates the Rs 3500 cr. toothpaste market with over 50% of the market share•Available in more than 4.3 million retail outlets in the country

Product Portfolio

• Oral Care• Personal Care• Home Care• Professional Oral care

Company overview

• Most trusted brand from 2003-2007 in the survey conducted by Brand equity and AC Nielsen• Oral health month since 2004• ‘Bright smiles, bright futures’ schools dental

education program• Guinness world record: 1011 students rinsed

simultaneously with mouthwash

SWOT AnalysisStrengths

• Leverage on brand Colgate• Strong distribution network• Collaboration with IDA

Weaknesses

• Price• Strong flavour which may not appeal to certain people

Threats

• Alcohol content• Different product categories chewing gums

Opportunities

• Small market size• Small market share• Increasing health awareness

Competitor analysisColgate Plax Listerine AM PM

Market Share 17 % 70 % 8%

Variants PepperMintFreshMint

OriginalCoolmintFreshburst

Freshmint

USP 12 hr germ protection

Dynamite against germs (30 sec rinse campaign)

SKU 125 ml,250 ml

85 ml,250 ml, 500 ml

120 ml, 250 mlSelf-dispensing cap

Price 50 85

3085150

Challenge

Therapeutic Prophylactic

Reasons for low penetration

Reasons

Low awareness

Prescription

Availability

Price

Taste

Alternatives

Marketing Objective

• Present Market Size :Rs. 75 Cr• Mouthwash Growth Rate : 35 p.c.p.a• Current Market Share of Plax : 17% (Rs. 13Cr)• Market Potential in 2014 : Rs. 185 Cr• Target : 30% Market Share in 3 years i.e from

13 Cr to 56 Cr in 3 years i.e. 60% growth rate YoY (by 2014)

Target segments

• Urban India – Metros and Tier 1 cities• Age– Adults College and Office going people

• Medical– People suffering from tooth problems of all ages

Positioning

After Brushing don’t relax, use Colgate Plax!!!

Colgate Plax – For the complete oral care!

Research showsthat 80% of germs are not on your teeth.

So did you clean your mouth completely today?

After Brushing don’t relax, Use Colgate Plax! Colgate Plax - For the Complete Oral Care

Your Attire is never Incomplete.

Then why is your Oral Care Incomplete?

After Brushing don’t relax, Use Colgate Plax!

Colgate Plax - For the Complete Oral Care

You never provide IncompleteNutrition to your child.

Then why give him IncompleteOral Care?

After brushing don’t relax, give them Colgate Plax!

Colgate Plax - For the Complete Oral Care

Core focus of communication• Reintroduction of “infomercials”• Focus on “Colgate suraksha chakra: complete oral

care”• “Fear Factor Marketing” – chronic halitosis Brushing alone kills only 25% of germs• Leveraging dentist’s association with Colgate (IDA)• Indispensable during brushing, post meals

• Confidence• Convenience

• Plaque• Gingivitis• Fresh breath

Functional benefits Emotional Benefits

Promotion

• Bundling with Colgate oral care products• Sampling • Incentivizing sales force • Leverage the distribution strength of Colgate• Youth channels: M Tv, Channel V • “Point-of-purchase” promotion

• “ Fresh-o-meter” campaign• In-film and In-serial advertisements• Celebrity endorsement: Ranvir & Anoushka

Focus on Marketing channels

• Sets of independent organizations involved in process of marketing

• Channel management decisions– Selecting channel members– Training channel members– Motivating channel members– Evaluating channel members

Business Strategy

• 4 pronged business strategyI. Focus on consumers, the professional and

customersII. Driving innovationIII. Increase efficiency and effectivenessIV. Strengthen Leadership

S1: Focus on consumers, the professional and customers

• Converting Shoppers to Buyers – focus on consumer behavior

• Working closely with the marketing channel• Research – 50% + purchase decisions made in

store• IDA and dental professionals add credibility

and long term brand loyalty amidst consumers

S2: Driving Innovation

• Driving innovation across function and processes

• Detailers : oral care consultants• Trained sales force to provide valuable

scientific information to dental professionals• Proposed MT/GT program to pick graduates

with medical background• Bright Smiles, Bright future program – 83 mn

school children. Teachers training 2,43,500 empanelled so far.

S3: Increase efficiency and effectiveness

• Colgate Business Planning• SAP based software• Fully integrated commercial planning and

execution discipline• Budget Process to Store Shelf• ROI methodology in all work routines• Execution excellence, assessing performance

against goals

S4: Strengthen Leadership

• Concept of Personal Leadership includes:-i. Superior business results at individual levelii. Aligning HR strategy with businessa. Understand the big picture b. Develop statement of intentc. Conduct a detailed HR analysisd. Determine critical people issues

Developing HR strategy for Business Alignment

1. Understand the key driving force of Business – Leveraging on brand Colgate and conditioning employees through training programs to leverage on the same

2. Statement of intent – process of thinking through people issues in an explicit manner to derive a mission HR abides by

Developing HR strategy for Business Alignment

3. Detailed HR analysis for GAPS identification on following parameters:

- Culture, Skills shortage, Organization structure and people practices

4. Determine critical people issues that would have impact on delivery of our business strategy if HR fails to address them

HR aligned to business can deliver

Improved Utilisation of

TalentHigher

Productivity

Reduced Costs

Better Service Delivery

Organisational Integration

Aligned culture & organisational

values

Greater Employee

Engagement

Stronger Employee

Proposition

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