colgate transcend case brief (1)
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7/24/2019 Colgate Transcend Case Brief (1)
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Case Brief
Round-2
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*All Market Shares as per AC Nielsen
YTD = Year to Date
Making Colgate Max Fresh the #1 Youth Brand of India
The Freshness Segment
The Freshness Segment in the Toothpaste Category in India comprises of gel based toothpastes that
promise fresh breath as their core benefit. The segment is ~23%* of the Toothpaste Category – around
22% in Urban and 25% in Rural.
The freshness segment growths have slowed down in the last two years.
We see growths softening more in Urban Indian than in Rural.
Brands in the freshness segment have been gaining from Family Toothpaste and Low Price Packs like
Babool and Cibaca and lose to other segments that offer differentiated propositions like Family Naturals
(Dabur Red, Patanjali, Meswak, Himalaya), Whitening and Sensitivity.
23.3 23.7 23.6 23.722.9 23.1 23.0
22.3 22.321.6
23.824.9 26.0 26.1 25.2
15.0
17.0
19.0
21.0
23.0
25.0
27.0
2012 2013 2014 YTD 14 YTD 15 2012 2013 2014 YTD 14 YTD 15 2012 2013 2014 YTD 14 YTD 15
All India (U+R) All India - Urban All India - Rural
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*All Market Shares as per AC Nielsen
YTD = Year to Date
The key players in this segment are Close Up and Colgate Max fresh, Close up being the leader in the
segment.
Colgate Maxfresh
Maxfresh is currently the fastest growing brand within the Colgate portfolio with a market share of 7.6.
Close-up is the market leader within the gel segment with a market share of 14.
The Brand Promise
Maxfresh infused with cooling crystals provides an intense burst of energizing freshness.
Current bundles Available - Maxfresh is available in two main variants – Spicy Fresh and Peppermint Ice.
The third variant, namely Citrus Blast is present in mostly in Modern Trade.
$SOM
All India (U+R)
JUL15 AUG15 SEP15Diff
Months
YTD
SEP'14
YTD
SEP'15Diff YTD
COLGATE MAX FRESH 7.5 7.3 7.2 (0.1) 7.3 7.5 0.2
COLGATE MAXFRESH CITRUS BLAST 0.1 0.1 0.1 (0.0) 0.1 0.1 (0.0)
COLGATE MAXFRESH PEPERMINT ICE 0.9 0.9 0.8 (0.1) 1.1 0.9 (0.1)
COLGATE MAXFRSH SPICY FRSH RED 6.5 6.3 6.3 (0.0) 6.0 6.4 0.5
$SOM 2013 2014 YTD 14 YTD 15 YTD + / - JUN15 JUL15 AUG15 + / -
COLGATE MAX FRESH 6.9 7.3 7.3 7.5 0.3 7.6 7.5 7.3 -0.2
26g @ Rs. 10 3.5 4.1 4.0 4.4 0.5 4.5 4.4 4.3 -0.1
40g 0.2 0.2 0.2 0.3 0.2 0.3 0.3 0.3 -0.0
80g 1.5 1.4 1.4 1.3 -0.1 1.4 1.3 1.2 -0.1
150g 1.5 1.3 1.3 1.2 -0.2 1.2 1.1 1.1 -0.0
230gm + 0.1 0.0 0.1 0.0 -0.0 0.0 0.0 0.0 0.0
Maxfresh is available in the India in the following packsizes –
Maxfresh Spicy Fresh – 26g @ 10/-, 50g, 80g, 150g and 300g Saver
Maxfresh Peppermint Ice – 40g, 80g, 150g
Maxfresh Citrus Blast – 150g
Media
Media in select states such as AP and Maharashtra has led to higher gains in these markets. The current
brand ambassador is Allu Arjun, a superstar in AP, who has a strong connect with the TG.
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*All Market Shares as per AC Nielsen
YTD = Year to Date
Distribution
Maxfresh @ Rs. 10 has played a pivotal role in driving distribution for the brand, especially in rural India.
The Challenge
Max Fresh is not synonymous with freshness as perceived by the Target Group. Close-Up enjoys high
recall as freshness toothpaste, and is commonly known as the “red gel”. With media investments on
Max Fresh, due to the high recall of Close Up, there is a lot of misattribution to it as well.
Closeup
Closeup was India’s first gel toothpaste. Launched in 1980, it has been the market leader in gel
toothpaste category for 3 decades. Being the first mover, Closeup, has been synonymous with
'Freshness'. It has a very unique brand identity, positioned as the toothpaste that gives people
confidence in those very "up close and personal" situations. The brand has always been unique and fun,
encouraging people to open up.
It has had a few iconic campaigns in the past - the most famous ones being “Kya aap Closeup karte
hain?” and “Paas aao”.
The core target group of Closeup is the youth and hence their marketing strategies are youthful and
trendy. Their advertisements have lot of music and dance focusing on boy/girl interaction in up close
and personal situations. In the past, they have also roped in stars like Surya in South of India to connect
better with the target group.
Of late, the brand has been investing in consumer engagement programs like “First Move Party” and
Movie partnerships & “Meet the stars” contests. Closeup has partnered with several movies such as
Katti Batti, Shaandaar, Shrimanthudu (Telugu) and Mitwa (Marathi). The brand continues to stay acive
on digital platforms to connect with its core target group.
Key DeliverablesA Maximum of 5 slides that encapsulate -
Drivers of the freshness segment in Personal Care category and in Toothpaste category
SWOT analysis of Maxfresh vis-a-vis Closeup
Pen portrait of the bulls-eye consumer for Maxfresh
One-line Integrated Marketing Campaign idea
o Eg: Current Max Fresh IMC Idea – “Infectious Energizing Freshness”
NOTE: Key deliverable for the shortlisted teams going through to the next round will be to create adetailed marketing campaign for the suggested IMC idea.
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