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Colgate case study

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Personnal Case Study on Colgate-Palmolive digital strategy

Personnal Case Study on Colgate-Palmolive digital strategy


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  • 1. COLGATE CASE STUDY Chloé SIROT 24/08/2012 1
  • 2. • COLGATE a brand leader on its market.• Market evolution : competitors are more numerous and aggressive.• Necessity to adapt the brand communication to maintain its dominant position. OBJECTIVE: Create a more effective and more efficient pan European communication 2
  • 3. HOW WILL DIGITAL COMMUNICATION HELP TO BOOST COLGATE’S PAN EUROPEAN COMMUNICATION AND BUSINESS? 3
  • 4. DIGITAL MEDIA: A RESPONSE TOTHE COLGATE’S STRATEGY 4
  • 5. THE DIGITAL MEDIA RESPONSECOLGATE’S POSITIONNING AND PROMISE DIGITAL MEDIA RESPONSE• Help families in their daily life • Approach the families’ household• Listen to their consumers • Direct dialogue and interaction• Personal and frequent contact • Reach each consumer at an individual level thanks to various points of contactCOLGATE’S COMMUNICATION OBJECTIVES DIGITAL MEDIA RESPONSE• Effective and efficient • Tracking communication • POS Digitalization• Support business • Drive traffic to the POS 5
  • 6. COLGATE AND DIGITALCOMMUNICATION TODAY 6
  • 7. STRENGHTS & WEAKNESSES IN COLGATE’S COMMUNICATION STRENGHS WEAKNESSES• Brands are category leaders • Impersonal communication• Trust and confidence in the • Traditional communication online brands • Low visibility on digital media• Well established brands awareness • Loyalty online program• Product development and innovation• Already present on different digital media (website, FB, Twitter, Flickr, Mobile apps, etc.)• Tips and expert advices content• Consistent communication 7
  • 8. OPPORTUNITIES & THREATS ON THE MARKET OPPORTUNITIES THREATS• Families needs reassurance • Some competitors are already• High consumer loyalty very active online• Development of mobiles devices • Quick circulation of bad press and applications • Innovation and reactivity on• E-retail and POS digitalization digital media implies to be ahead• Consumers are sensitive to price with new technology and offers • Regional vs local communication 8
  • 9. BOOST BUSINESS THROUGHTDIGITAL MEDIA 9
  • 10. THE STRATEGY: USE DIGITAL MEDIA TO BE EVEN CLOSER TO YOUR CONSUMER RECRUITMENT LOYALTY• Go beyond a corporate website • Move from a global with a real brand experience communication to a one-to-one• Gain in your consumer knowledge relationship• Move from a communication by • Take advantage of the consumers’ media to an integrated community communication • Reward consumers’ loyalty 10
  • 11. DEVELOP CUSTOMERS’ RECRUITMENTObjectives Messages Media Actions KPIS Products and Website / Banners / FB Presentation of products and brand Nb of unique visitors corporateImprove the page Advices and expert testimonies Nb of clicks informationbrandexperience Views Buzz and viral You Tube / Social media Videos Like products content E-reputation Website / Minisite / Game mechanic : Online games Facebook / Banners and Game related to products and their usage with Nb of opt-ins (data) pushes products rewardCollect datafrom your Nb opt-ins (data) Couponconsumers Offer coupons and free samples against data Coupon download download / Website / Facebook / catching (game / obtain exclusive online offers, Coupon redemption Digital sample Mobile apps etc) rate ordering Nb of sample orders Mobile applications / Interactive game/application including product Mobile apps download Advices and Interactive kiosk in POS Direct information on products: Interactive kiosk usageDrive traffic products content and flash code benefits/advices/Comparison with competitors Nb of flashand offer aPOS Nb of flash Interactive kiosk in POSexperience Offer coupon through interactive kiosk or flash Coupon download Coupon offer / Flash code code in situ Coupon redemption (webspecial) rate 11
  • 12. REINFORCE CUSTOMERS’ LOYALTY Objectives Messages Media Actions KPIS Advices on products Interactive application to help consumers and daily life Mobile applications / in their daily usage of products and daily Mobile apps downloadEstablished a associated Social media life in general Likepersonalized information Post on products’ usagedialogue witheach consumer Presentation of new Personalized emailing with products of Emailing / Nb of opens products and interest, associated products, products’ Social Media Unique visitors associated products launches, etc Create a platform on which only Colgate Nb of consumer Testimony of Colgate forum consumer can exchange opinions on participating consumers’ product (website) / products, usage, tips, etc. Data qualification usage Social media Respond to after sales concerns and Nb of postsBuilt and collect more data on your consumers.animate yourcommunity Nb of participating Consumer Colgate forum Allow consumers to be part of products consumers (data) involvement in (website) / innovation through games and Nb of questionnaires product innovation Social media questionnaires Consumer satisfaction Emailing / NewsletterGive benefits to Personalized online Send loyal consumers adapted offers / Mobile application / Coupon downloadyour loyal coupon and Personal consumer code to enjoy special Interactive kiosk in Coupon redemption rateconsumers promotion offers POS 12
  • 13. HOW TO MAKE YOUR USAGE OFDIGITAL MEDIA ON A PAN EUROPEANACCOUNT A SUCCESS? 13
  • 14. KEY OF SUCCESS• Ensure the global promise and message consistency between above the line brands’ communication and digital communication.• Adapt your online content to the media and to the target.• Take into account the technology development and usage in the different countries.• Make sure you are using local common media and taking advantage of local media specificity.• Pay attention to local legislation.• Ensure local community management skills. 14