28-06-2012, 05:38 PM
Colgate Plax – Case Background
Colgate Plax.pdf (Size: 867.57 KB / Downloads: 64)
Case Overview
75 years ago, Colgate-Palmolive introduced a new concept to India - the toothpaste. It
had to convince the Indian consumer to move on from the market leader at the time -
the free, ubiquitous Neem twig. At such a task, which every Pundit would have
declared impossible, Colgate-Palmolive succeeded, set the trend and now reigns as
the leader in a category that it created.
And now its time for the next big thing! Its time for the mouthwash to enter the new
Indian’s life. And here is your chance to craft this historic moment! You can be a part
of the team that will face that biggest of marketing challenges - Not just to beat
competition, not to merely increase market share, not only to be the best brand - but
to introduce an entirely new category!
Some say real marketing is about identifying a consumer need even before the
consumers do, and fulfilling it over and above their reservations. Are you up for some
real marketing? Read on!
Why do you need Mouthwash?
Most oral germs are found in hard to reach areas of the mouth like
between teeth, back of the tongue, cheeks, etc.
Rinsing with Colgate Plax cleans even hard to reach areas to kill germs
which cause bad breath, plaque and gum problems.