Collectibles for kids & youth
Brief
Launch an exciting range of collectibles for kids and youth
Background
The toothpaste market in India grew at a brisk pace till the 90's, but started stagnating in 2000 and actually declined in 2002 and 2003. Various reasons have lead to the shrinking of the category. Many of these reasons are short term in nature and are related to tougher economic conditions and changes in the consumer spending priority.
Stagnant and declining market conditions forced manufacturers to provide incentives to the consumers in the form of promotions which were of three broad types:
- Bonus grammage, including combi-packs
- Price off
- Premium
After a fierce promotional war in 2001 and 2002 the leading players withdrew promotions and have adopted a strategy of everyday low pricing, which has been boldly communicated on the packs and advertised.
As a result of promotional and pricing activities, consumers have reduced their involvement with and loyalty towards brands. Purchase decisions are increasingly being made on the basis of price.
Colgate-Palmolive is looking at collectibles as one of the means for increasing consumer involvement and loyalty towards its brands.
Objectives
To generate options of exciting collectibles for kids and youth that can be used for loyalty building promotions on Colgate Dental Cream and Colgate Fresh Energy Gel Deliverables of the project.
Deliverables
- List of collectible options for CDC and CFE
- Consumer response to each of the options and recommendations
- Financials and logistical details for each of the recommended options
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