Counter-Top Display for Colgate -Palmolive
Problem
Colgate sought to expand its toothpaste and toothbrush portfolio in rural India, targeting areas with limited visibility and access to premium products.
Approach
The team identified key towns in Madhya Pradesh (6 towns), Maharashtra (16 towns), and Uttar Pradesh (7 towns). Over four teams surveyed both shoppers and retailers through questionnaires to gain insights. Findings revealed that more than 60% of rural shoppers arrived with a list specifying brand names and SKU weights. Additionally, over 90% of shoppers in all three states cited their relationship with the shop owner as the key factor in choosing a particular store.
Solution
The solution focused on educating both shoppers and retailers about Colgate's premium products and their availability. To increase visibility, the team created dedicated, premium spaces for new arrivals and premium products using point-of-purchase (POP) units. In a market often driven by discounts and freebies, the strategy also offered benefits to both shoppers and retailers. This approach increased awareness and sales of Colgate’s premium offerings in rural markets.