Toothpaste for kids
Colgate Toothpaste for Kids
Background
Colgate Toothpaste for Kids was launched in Q3 2002, targeted at upper SEC kids residing in metros. So far, the brand has achieved very modest results. One of the key issues identified through the House Hold Panel, has been the lack of repeat purchase for the brand.
Objectives
To set up a loyalty club for Colgate Toothpaste for Kids to achieve the following objectives:
- Strengthen involvement and loyalty towards the brand
- Build repeat purchase for the brand
Deliverables
Set up the loyalty club with particular focus on:
- Name of the club
- Mechanics for enrollment of kids
- Communication to kids
- Gifts/Prizes for gratification
- Data base of members
- Six month activity calendar
- Budgets
- Third party (promotions agency) for ongoing implementation
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