1 / 10

Colgate Dental Cream – RMAI Entry

Colgate Dental Cream – RMAI Entry. Brief. Colgate Dental Cream was one of the last entrant in the Rs.10 price category Therefore the challenge was to create top of mind recall for the new pack P ush Colgate Dental Cream as the product of Choice. Insight .

wan
Télécharger la présentation

Colgate Dental Cream – RMAI Entry

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Colgate Dental Cream – RMAI Entry

  2. Brief • Colgate Dental Cream was one of the last entrant in the Rs.10 price category • Therefore the challenge was to create top of mind recall for the new pack • Push Colgate Dental Cream as the product of Choice

  3. Insight • Research showed that Rs.10 segment was on the rise in rural/small towns • Research also showed that Rs.10 was the largest recruiter to the toothpaste category • But the consumers remained unaware that CDC was also available in Rs.10 pack

  4. Challenge • Announce the launch of CDC at Rs.10 price point • Ensure that consumers in the media dark rural markets understand the ‘Rs.10’ new commercial http://www.youtube.com/watch?v=5yin0wQj7IQ

  5. Solution • To attain the desired results it was absolutely necessary for the consumers to not only view the TVC but also understand the same • To achieve this mammoth task, we went back to the drawing board

  6. Solution • After a lot of debate and deliberation we finally zeroed down to adapt India’s most successful television format, the “KaunBanegaCrorepati” with a twist • Consumers were asked to watch the Rs.10 commercial on the basis of which 3 questions were thrown at them and each winner was gratified instantly

  7. Gratifying the winners • Close to 400 Customized Temporary Hoardings put up in villages creating “GoanGoan main Hero” (Local Brand Ambassador)

  8. Results • 946 villages across 7 States • 46000+ one to one contacts • 1.4 million footfalls • 1.3 million Rs.10 SKU sold • 10000+outlets seeded with Stock and CDC 10 POP • Substantial growth in volumes – 155% in Punjab & 428% in Orissa • Market Share Gains – • 1% in Punjab and • .5% in Orissa • Strong Distribution Build up – • Punjab: 37,000 & • Orissa: 30,000 stores

  9. AWARDS & RECOGNITION EMVIE Gold – Best Media Innovation for MDACS IAMAI – Best Mobile Voice Campaign for MDACS

More Related