colgate transcend case brief (1)

7/24/2019 Colgate Transcend Case Brief (1)

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Case Brief

Round-2



*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




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.




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.

colgate transcend case brief (1)

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