Problem

Observation

Solution

Colgate portfolio expansion of both toothpaste and toothbrush category in Rural India

Methodology : Identification of towns in MP (6 towns) Maharashtra (16 towns) and UP(7 towns). 4 teams covered these towns with questionnaires for both the shopper and the retailer.

• More than 60% of shoppers came to the outlet with a list in which the brand name, including sub brand along with weight of the SKU was specified


• More than 90% shoppers in all 3 states identified the relationship with shop owner to be the chief reason for choosing one shop over another


• Rural shoppers keen to try newly launched premium and new arrival products

• ATL aimed at the lady of the house in rural markets was a great influencer


• Educating shoppers and Retailers about the premium products of Colgate and their availability


• Creating visible and premium space for new arrival and premium products by using a POP unit to stock new arrivals


• In highly offer/ discount/ freebies oriented market, benefits has to be given to shoppers and retailers.