Colgate Kitchen Entrees Repositioning strategy - (Fictional case) See PART 2 for Final Presentation.

1. Sarah Moustahsane
Colgate Kitchen Entrees
Market Research PPT
"Repositioning a product that is not performing well"

2. PART 1

3. The group, brand & offerings
Colourful and colour-coded packaging -> Distinctive brand portfolio
Colgate High USP (Unique selling proposition) -> Strong Presence in consumer's mind
Big and recognisable Brand logo (Red and White are the main themes + blue to sell “Advanced
White”)
Product benefits are clearly listed on the box and imprinted in the consumer's mind
Colgate's targeting approach (Many toothpaste varieties to "suit every customer"/ Broad consumer
segmentation targeting)
Various positioning statements : a “dental cosmetic brand” / a “natural brand” / a "dental
sensitiveness reliever" / a "dental whitening brand" / a "dental protection brand" ...
Name of the group: Colgate-Palmolive
Main brand identity : Colgate = " The World of Oral Care"
Group's Products divisions :
- Oral Care products (Toothpaste/Tootbrushes/Mouth Rinses)
- Professional Oral Care (Oral care Prescription Medicines)
- Personal Care [Palmolive branch] (Shower gels/Liquid handwashes/Shaving products/Bath Soaps)
- Home Care (Fabric Conditioner&Softener/Dish soap/Disinfectant)
- Pet Care (Pet Nutrition)
'"Colgate" brand distinctive properties :
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market

4. Colgate brand identity Prism
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Source : http://investor.colgate.com/annual.cfm
Picture of Consumers
Relationship Culture (values)
Picture of brand
Personality
Self image
Reflection
Physique
Efficient and dynamic nice man
Polyvalence, innovation, quality,
caring
I feel confident, take care of myself
with a trustworthy product
Fast Moving Consumer Goods, Red &
White base, recognisable packaging
Affordable, Constantly improved and
good quality products
Healthy modern person
Externalisation
Internalisation
Source : https://www.linkedin.com/pulse/learnings-how-create-great-brands-antonio-pedro-alves/

5. The Challenge : "Colgate Kitchen Entrees"
Frozen & Chilled (Pizza & Meals)
Canned (Ready Meals)
Dried (Ready Meals)
Dinner Mixes
Prepared salads
The Product : "Colgate Kitchen Entrees" - Frozen Ready-meal
The Market : Market of Ready-to-eat Meals
Market existing categories :
First try-out Initial Launch : 1982
The objective : This brand extension was motivated by the growing market for ready-to-eat meals
at the time. Ready-to-eat meals served as a time-saving and affordable alternative. The idea was
to capitalise on Colgate's strong brand recognition following the reasoning that customers would
eat Colgate meals then brush their teeth with Colgate toothpaste.
The problem : This was a complete shift—away from Colgate’s brand identity (no resemblance to
food or edible products). Colgate lost track of its own brand identity and its relationship with the
consumers, whose knowledge of Colgate was strictly related to dental hygiene. The reason for
failure is the lack of connection with the established brand and own product identity building.
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market

6. Situational Analysis - Colgate Kitchen Entrees
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Saturated Ready-Meal
market
Few differentiating
factors
Commoditized brand
name
Little innovation/variety
brought to the market
CLIMATE
Nestlé S.A.
ConAgra Brands Inc.
Kraft Heinz Company
Chao Xiang Yuan Food
Co. Ltd.
Dr. Oetker
COMPETITION
Initial target ; Working
mothers and college
students
Failed positioning due to
negative perception of
the product by the
targets
CUSTOMERS
Supermarkets
Local points of sale
(shops/convenience
stores)
Online sellers
Retailers
COLLABORATORS
Company known for
innovation, Sustainability &
Health
Strong advertising and
brand visibility & recognition
Market Leader for toothpaste
Rationalized cost of logistics
due to in-dept product lines
Extensive distribution
networks
Strong financial base
COMPANY
The 5C analysis
concept

7. How to tackle the problem ?
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Analysing the brand to understand the origin of the failure but above all to demonstrate how they
could have built and showcased their product and better understood their targets' needs.
Action plan to reposition "Colgate Kitchen Entrees" and relaunch it :
1) Ask the customers
- What do they think when they see the brand/product ?
- What are their thoughts/emotions/beliefs/attitudes ?
- What's missing ? What are the pain points
2) Conduct competitor research
- Understand the current successful offerings on the market and the reasons for their success.
3) Evaluate the product's image
- Does it speak to the core target ?
- Does it help answer the questions potential customers have when in the searching phase
(is the offering clear enough and not confusing) ?
- Does it makes sense for their needs ?
- Does it reflect well on the brand's image/mission/purpose ? Is it perceived as coherent ?
4) Revamping the advertising
- Packaging/ Shelf-display /Ads / Website /
- Storytelling / Clear message /
- And finally : Is it seen as an unique and distinctive offering by the core targets ?
5) Evaluate the final offering proposal before launching it
- Conduct customer focus groups / Surveys / Interviews / Tasting

8. How to tackle the problem ?
Communication about the new
product & positioning (provide
information to the customer to make
the offering understandable).
Communicate advantages, benefits
and originality of the product
Make the product range clear and
recognisable on its own (away from
the toothpaste brand image) = build
a stand-alone range
Cognitive
Affective
Behavioral
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Create a good feeling about the
product in the customer's mind
Ensure a coherence between the
perceived image of the product and
the new brand positioning.
Attitudes Theory
Objective : Changing the
customer's attitude towards the
new offering
Attract the target at the point of
purchase and ensure a positive
behaviour and buying action

9. Initial consumer
Targets : Working Mothers -> College Students ->
Characteristics : Too busy to cook themselves but need a healthy convenient food alternative without
impeding their busy schedules
Problem [Customer Side]: Customers could not understand the connection between the ready-made
meals and the toothpaste brand (the fresh minty taste of the toothpaste influenced their perception of
the taste of the food in their consciousness). This elicited confusion in the mind of the customers and a
form of mental disgust. => The Beliefs about the brand were too strong which then resulted in a
negative attitude towards the new product.
Problem [Colgate Side]: Colgate made assumptions that its brand success with toothpaste would
profit the brand regardless of the product. They also refused to redesign their logo on the packaging
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market

10. Redefining the target population (NEW)
PROFILING - New target definition:
Primary target : College Students (18-25)
Secondary target : Young workers (25-28)
Shared characteristics : (Keeping) Too busy to cook themselves but need a healthy convenient food
alternative without impeding their busy schedules. The Consumer's roles are: Initiator (to fill a gap/need
felt) / Decider/ Buyer / User.
Purchase decision process (5 steps) :
- Problem recognition : Need a healthy and fast alternative to cooking.
- Information Search : What are the available brands and types of Ready-meals at my local supermarket ?
- Evaluation of Alternatives : What type of recipe should I choose ?
- Purchase Decision : Do I have prior experience with this brand ? What do I know of it ? Do I trust it ? Is the
packaging appealing ?
- Post Purchase Evaluation : Was my experience with this product satisfactory and am I willing to repeat
the buying another time ? Will I recommend it to my peers ?
Main choice criterias:
- Recipe / Price / Available similar options / Individual taste / Attractive packaging
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market

11. Interview questions
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
What's your name ?
How old are you ?
Where do you live?
When i tell you "Colgate" what do you think about?
What are your feelings about it ? (like/dislike/emotions felt)
How did you know the brand?
What is the product you like/use the most from Colgate?
How often do you use this product?
What is the likelihood that you would recommend Colgate to a friend, colleague or family?
Did you know that Colgate does not only offer dental hygiene products?
Here is this product (show a picture of Colgate Kitchen Entrees), it was launched in 1982. What do you
think of it ?
Considering your overall customer experience with Colgate, which of the following emotions do you
feel when thinking about "Colgate Kitchen Entrees" ?
[Happy/Satisfied/Appreciated/Excited/Angry/Stressful/Disappointed/Relieved/Confident/Positive/
Describe your feelings about it ? (surprise / emotions..) and explain them.
Frustrated/Worried/Anxious/Confused]

12. Interview questions
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
What are your main concerns or questions about it ?
Would you buy this product ? Why ?
How could we make this product better ?
Answer with Agree/Disagree :
Is there anything you'd like to add?
Do you buy your own groceries ?
Do you usually eat the food you bought yourself or does someone else makes the purchasing action ?
Do you usually buy ready-meals ? (frozen, canned, pre-prepared ..) and when and how?
What attributes are important for you when it comes to ready-meals ?
What motivates your choice of a ready-meal over another ?
- I have the feeling that I really understand "Colgate"
- I have the feeling that I really understand "Colgate Kitchen Entrees"
- Colgate has always been good for me
- I trust Colgate
- I trust Colgate Kitchen Entrees

13. Interview results
1) The Perception of the interviewees
Overall the interviewees' perception of the brand Colgate is somewhat positive (a trustworthy household
brand whose main attribute is selling quality toothpaste). However when presented with the new product
extention into the ready-meal market in its initial form (1982), the responses were predictably very
negative (on the level of a mental attack on their initial beliefs concerning the brand). The failure of 1982
would only repeat itself today if the new product offering isn't redesigned to attune to the beliefs of
consumers.
Connecting the brand image of Colgate to the product has to be done in a smart and positive way
(without the mental link to toothpaste). The new product has to be able to stand on its own in the mind of
the customers as a qualitative food product.
2) The Attitude of the interviewees
The attitude of the interviewees towards the ready-meal idea in itself is not bad ( they like ready-meals
and purchase them often because they are convenient), but the forced mental link to the Colgate brand
jeoparadized the purchasing opportunity.
They have some specific requirements regarding ready-meals such as ingredients, freshness, recipes
diversity, healthy factor... They are therefore health counscious and are not willing to trade off the quality
aspect, while the price still has to be resonable (according to their budget).
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market

14. Interview results
3) Some interviewees' ideas to better the offering :
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
"Ads, communicate about it, name
(remove colgate, too big and
recognizable), the packaging should be
more realistic and in tune with what is
being done today on the shelves for
similar products. I would like to know
what's inside to feel reassured (maybe a
transparent packaging) ? The yellow &
white packaging is too tacky and old
fashioned. "
"Expanding more types of dishes, and
balance the relations between the
quality of food and preservative."
"I think they need to rethink their
marketing strategy. The Colgate logo
reminds me too much of toothpaste."

15. Interview interpretation
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Emotions
Cognitive
Physiological Behavioural
Emotions Theory :
- Disgusted
- Frustrated
- Worried
- Anxious
- Confused
Involuntary body
response :
- Recoil
- Disgust
- Frowning
Induced behaviour :
- " I would never buy
that "
Mental Assessment of "Colgate Kitchen Entrees" :
- Negative evalutation
- No good taste expectation
- General thought : "How and why did this come to be?"

16. Potential Target Market & new offering
Segment: College students and young workers
Country: France
Distribution: Supermarkets and convenience stores
New product offering:
- New Name : " Deli'Meal " Your daily healthy alternative. (by Colgate)
- Minimally processed, additive-free food and less sugar (new trends on the market)
- Instead of frozen food, go with pre-prepared heatable food (= more trustworthy in the eyes of
consumers)
- Trade extended shelf life for fresh-made, homey feeling and natural products
- Full course compartmentalized lunch-box (entrees + small threat as a dessert), smart packaging
+ Cardboard and less plastic
- Fast, smart and delicious
- Price adjusted to target's budget
- "Take care of your body like you take care of your teeth" / "Good food for good teeth" / "No one
but colgate would know your teeth better" / A good dental hygiene first starts with a good food.
2.
Situation
Analysis
1.
Company
&
Challenge
3.
Target
population
4.
Target
market
Healthy
Food
Easy
Convenient
Fast

17. PART 2

18. Insights & Profile comparison
Based on our three interviewees' opinions, they buy the groceries by
themselves and in their shopping list, the ready-meals have often
been shown on it.
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
Three of them all know the brand Colgate, but had different feelings when they
heard about the Colgate Kitchen Entrees. Two French interviewees felt confused and
couldn't accept it, while one Chinese had an opposite perception : she was curious
and had good expectations about this brand extension.
Their concern follow various aspects: taste, price, duration of storage, food materials
(without preservatives), and calories.
So for now, the context and the purchasing reasons of our target groups we set are
reasonable, and the obvious point is that we can't neglect the logo and cover
picture's influence to consumers.
4.
Customer
probing

19. Draft profile enriching
Our main profile target are students between 18 to 25 years.
Students who do not want to waste time, eat fast but healthy.
We want to propose to our target a large range of products so that they have choices.
The profile would be :
Marie - 21 years old - French student & part-time worker -
We really want to show that it is possible to have ready meals that are healthy with a
large choice of products and have good and healthy recipe (without addictif,
conservative...)
We want to convey interest, satisfaction and happiness when people will think about or
buy our product.
Our main concern is proposing healthy meal. Our product is more than something that
will be be purchased because they don't have time and will not be considered as a
back-up meal.
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
4.
Customer
probing

20. Attitudes & Emotions in Ads for similar
products
"Gits"
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
"William Saurin"
"Marie"
"Daunat"
Expected attitude :
Funny/Entertaining/Informative
Emotions expressed ;
Frustration/Interest
Why : illustrate the choosing dilemma
based on good ingredients
Expected attitude : Funny/Entertaining/Fun
to watch/Convincing
Emotions expressed ;
Interest/ Questioning / Attentive
Why : illustrate the bet the brand makes
with us regarding the taste
Expected attitude : Enjoyable /Entertaining
Emotions expressed ;
Warmth/ Touching / Joy
Why : remind the bond between family and
cross generation sharing
Expected attitude :
Entertaining/Informative/
Attractive
Emotions expressed ;
Attentive/Interest/Sensory
appeal/Design pleasing
Why : illustrate the offering
by pleasing basic senses
(sight/hearing and
suggesting the tasting,
smelling and touching)
4.
Customer
probing

21. Competitors' offerings comparison
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
Stouffer's
Fleury Michon
Healthy Choice
Picard Surgelé
Lean Cuisine
Marie Callender's
4.
Customer
probing

22. Emotion usage in the industry
The Elements of Value Pyramid
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
The most important elements for customers in
this industry (influencing value and loyalty):
- Quality
- Sensory Appeal
- Variety
- Design/Aesthetics
- Therapeutic Value
What we need to do:
- Create a transformation business and translate
this knowledge into an offering.
3 steps process :
- Ascertain the job to be done
(Functional/Emotional/Social/Aspirational)
- Define customer's success along the journey
- Identify the barriers (resources/Customer
readiness/context)
=> Back to the interviews
4.
Customer
probing

23. => About the jobs to be done :
Why do you buy ready meals ? Why do you need them ? When ?
For what purpose ?
What are your motivations behind these purchases.
=> About the definition of success :
After buying, what would you like to see happen quickly?
What problems or inconsistencies would you like to avoid?
What does success look like when it comes to these products ? What do you consider a success in the
journey of buying this product ? When are you really satisfied ? And because of what ?
=> About the barriers identification :
Tell us about the usual Available ready-meal offerings that you can find.
How do you manage your time and budget when you buy food?
Are you skilled at cooking ? Are you motivated to cook often for yourself ? Do you prefer cooking or buying
ready-meals ?
When and where the purchases are done ?
In what ways do current offerings fall short? Where do you lack knowledge or motivation? What keeps you
from making desired progress?
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
4.
Customer
probing
Additional Interview questions

24. => Ads Attitude/Emotions measurement
(Show them the ad, and answer the questions)
1) On a scale of 1-7, rate these attitudes felt after watching this ad :
-Attractive
-Enjoyable
-Entertaining
-Fun to Watch
-Stupid
-Believable
-Disgusting
-Informative
-Convincing
2) Measure your emotions towards this ad by attributing
numbers (following the scale 1-5) to each of the 20 emotions listed.
Additional Interview questions
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
4.
Customer
probing

25. Reason for purchase : To relieve from the task of cooking and gain time
Purpose of the purchase : To not waste time on cooking
Motivations behind the purchase : To use that time on something else
Results anticipated : Eat quickly, be satisfied with the food (taste/ingredients) /Good eating experience/ Enjoy the
food without feeling guilty about the ingredient composition
Problems/Inconsistencies to avoid : Deceitful packaging/ Non-tasty food / Unhealthy food / Expensive = [Negative
impact on the trust of customers]
Successful purchase characteristics : Easy packaging + not too much leftovers / Many available options (≠boring) /
Tasty and good for your health / Adequate pricing / Trustworthy brand (easy ingredient checking)
Typical pattern of groceries shopping : Individual buying / Once a week / Around 40-50 euros /
Supermarkets/Markets
Cooking habits : Decent level of cooking but little will to cook time-consuming meals / Health conscious
Current offerings shortcomings : Not much recipe diversity / innovation / brand differences / good ingredients
indications
=> Jobs to be done :
=> Definition of Success :
=> Main Barriers :
=> Main Attitudes towards Ready-meal Ad : Entertaining / Fun to watch / Informative / Convincing / Enjoyable
=> Main Emotions towards Ready-meal Ad : Attentive / Interested
Interview results
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
4.
Customer
probing

26. To transform the initial offering we must integrate the goods, services, and experiences required to help
customers achieve the success they define.
Objectives :
- Build a complete solution to the customers "Job to be done" / "Definition of success" / "Main Barriers"
= An integrated product that answers all aspects listed to truly make a difference in the eyes of the
customer
- Integrate the product by answering a specific service and functional job while creating a good experience for the
customer
Requirements to be answered by the product :
Interview interpretation
Product
Healthy
ingredients
Appealing &
practical
packaging
Differentiating
& informative
Availability in
preferred point
of sale
No
preservatives
Not too
expensive
Convenient
Tasty &
diversified
recipes
2.
Profile
enriching
1.Insights
&
Comparison
3.
Ads
benchmarK
4.
Customer
probing

27. PART 3

28. EXTERNAL FACTORS
Rituals : Set-meal times (3 times a day at fixed hours. Lunch is very important and meant to bring satiety)
Values : Health-counsicous (pay attention to what they eat)
Food culture : Appreciate good food & like to cook
Knowledge : Traditional cuisine and recipe are very popular (+ are open to variations)
French spend about 4% of their food budget on ready-meals [38% meat-based, 27% dough-based like pizza
or quiches, 20% seafood]
French consumption of ready-meal grew by +5% between 1960-2014 (Insee)
Time-counsicous (their day-schedule is usually structured and followed)
But the following figures show an increasing appeal for ready-meals :
--> Growing trend in the younger generations : 1/3 eat it at least once a week
The French consumer, with a more urban and hurried lifestyle, is increasingly renouncing traditional
cooking methods in favor of ready-products, quick and easy to prepare for a kitchen accessible to
all. Several factors lead to limiting meal preparation time and encouraging the consumption of
processed products: female activity is developing, home-to-work journeys are getting longer, the
time devoted to leisure activities is increasing, the power of purchase increases.
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
Culture : French (Western)

29. EXTERNAL FACTORS
14% of college students don't eat fruits or vegetables
18% (18-25 yo) only eat twice a day (usually skipping either breakfast or dinner)
On average 6/10 college have skipped at least one meal this past week because of lack of time
Increasingly less knowledgeable about food facts but wish to gain knowledge
Eat quickly, at "weird" hours / compulsive eating
63% of "snackers" are youth between 15-24 years old ("Serial Snackers")
+1/3 (18-25 yo) living alone, eat more ready-meals or transformed food than fresh and self-cooked
meals
Particularly attentive to ingredients and price
Generation : Late Millenials / early Gen Z
Core characteristics : active / mostly in study or just starting work life / Weak to emotional distress
Core Values : Independence / Budget-savvy / Less prone to mindless consumerism / Willing to pend more
on food & experiences
Stats:
Ready-meals consumption :
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
Subculture : French Youth (young adults - generational unit)

30. EXTERNAL FACTORS
Definition: Social class differences in food consumption refers to how the quantity and quality of
food varies according to a person's social status or position in the social hierarchy.
Purchasing decision: Price takes an important place in ready to eat food consumption behavior.
It was found that convenience food consumers were less price-sensitive than non-convenience-
oriented ones. As a result, consumers of ready to eat foods are willing to pay extra for the meals.
Driving factors: Overall, employment status, household size, income level, perceived time
pressure, and female workforce participation influence positively ready to eat food consumption.
Ready-meals consumption :
We find most of these characteristics in the working upper middle-class which is working long
hours, earns good salaries and lack time to cook or eat hand-cooked and fresh food.
Social
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
Social Class : Upper Middle-class

31. THE TARGET CONSUMER'S AVERAGE DAY
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
A young student wakes up to a busy day because she goes to work or to school
during all day. She didn't have the time to cook the day before and plans to buy
something for lunch.
She takes the bus or the subway (depending on the day) and sometimes looks at
the billboard ads while waiting for her stop.
Comes lunch time, she still hasn't decided what to buy but she knows she won't
have much time to eat anyway, so a quick meal would be best.
Students have the opportunity to buy entry meals in places as the Crous or the
school cafeteria but she doesn't have the time to queue and would like to work
while eating.
She finally decides to buy a ready-meal in the nearest convenience store and
spends a few minutes which type of food/ meal she will choose. The different kinds
of packagings raise her interest. She finally decides to buy a lunchbox for her lunch
because it's fast, healthy and she knows the brand and trusts it to provide quality
ingredients and recipes.
1.
2.
3.
4.
5.

32. "What really matters is being able to work and still eat well on the clock."
"I am worried about my health and staying in shape. Fast food is only a
temporary easy option I can not always rely on. "
"I hear pre-prepared meals
aren't cheap."
"I hear from family that I
shouldn't always eat out."
"I hear from my friends that their
new pastabox is very tasty."
"I see a lot of my peers purchasing
ready-meals because they are
convenient."
"I see ads for ready-meals on social
media and the recipes look diverse."
"I see some promotions/discounts for
some Ready-meals at my local
supermarket"
"I am always so busy."
"I will eat out today because I don't have the time to cook. But it is
beginning to weight on my budget."
- Time
- Cost
- Health concerns
- Food preferences
- Needs healthy, nourishing and quick food
options
- Want to enjoy her food without having to
cook it
PERSONA - Empathy MAP
NAME : Audrey
AGE: 21
Nationality: French
Occupation: College
student working part-
time
Characteristics: Is very
busy. Can't always
prepare her own meals.
She enjoys foods and
pays mind to the
ingredients of what she
eats.
Needs: Quick, easy and
delicious alternatives to
home-cooked meals.
1.
External
factors
2.
The
average
day
3.
Empathy
Map
4.Interview
insights
EMPATHY MAP

33. EMPATHY MAP
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
PERSONA - Empathy MAP NAME : Mathilde
AGE: 23
Nationality: French
Occupation: College
student
Characteristics: Is
foodie and has medium
skills in cooking. Most of
her time is spent out,
keeping herself busy so
she doesn't have much
time to prepare her
own meals. She still
looks at ingredients
quite often when she
buys food.
Needs: Quick, easy and
delicious alternatives to
home-cooked meals.
"Colgate is well known in oral care products, but can it make good ready-
meals in view of one failure before? "
"I always buy the ready-meal brand i trust like Fleury Michon, Picard Surgelé,
do i need to try new brand? "
"God, unbelievable, the Colgate has
ready-meals, is the taste strange?"
"Why you don't choose other brands?"
"Why you don't cook by yourself? How
much it cost?"
- The range of its price compared to
other brands
- The choice of its product's flavors
compared to other brands
- The feature of its products and the
differences compared to other brands
"The meal is consistent with its advertising/its picture it shows. I'll buy it again."
"I wanna recommend it to my friends. Everyone needs to try new things."
- The range of price
- Health concerns
- The portion of meal
- Gaining the feeling of happiness.
- Saving the cooking time and Enjoying the products
because they include healthy ingredients and the
tastes are pretty good.

34. INTERVIEW INSIGHTS
2.
The
average
day
1.
External
factors
3.
Empathy
Map
4.Interview
insights
Success definition:
"I consider success if there is a good
compromise between price that i pay for
the product, the quality of the meal that
i expect and the taste of the product. If
the product reaches my expectations "
"It's convenient, it can reduce the meal's
time so that i can back to my
work/study quickly."
"The average groceries
shopping basket of our
interviewees was at :
45$/week"
"Because I don't have the time to cook or
the excess money to eat out everyday. I
eat them a few times a week (1-2)"
"Sucess would be find a product that is
tasty, healthy and not too expensive ,
and also finding many options to choose
from. This would satisfy me. Also if I can
come to trust a brand that I know
produces good and healthy recipes with
good ingredients, it would save me the
time of checking the list of ingredients
each time "
Purpose:

35. PART 4

36. REFERENCE GROUPS OF TARGET CONSUMERS
FAMILY FRIENDS OTHER COLLEGE
STUDENTS
COWORKERS
2.
Jobs/pains
/gains
1.
Reference
groups
3.
Value
proposition
4.IFit
with
profile
REFERENCE GROUPS FOR MATHILDE & AUDREY :
Membership groups:
Aspirational groups:
WORKING/ SELF-INDEPENDENT
ADULTS
Dissociation :
"THE FAST FOOD JUNKIE" "THE HEALTH-OBSESSED EATER"

37. JOBS TO BE DONE / PAINS / GAINS
2.
Jobs/pains
/gains
1.
Reference
groups
3.
Value
proposition
4.IFit
with
profile
REMINDER : JOBS TO BE DONE / PAINS / GAINS
JOBS TO BE DONE:
PAINS:
GAINS:
Lack of time
The range of prices
Health concerns
The portion of meals
Saving on cooking time
Good price/value offer
Enjoying the products because they include healthy ingredients and
the tastes are pretty good (satisfaction)
Reason for purchase : To relieve from the task of cooking and gain time
Purpose of the purchase : To not waste time on cooking
Motivations behind the purchase : To use that time on something else

38. VALUE PROPOSITION MAP
2.
Jobs/pains
/gains
1.
Reference
groups
3.
Value
proposition
4.IFit
with
profile
Increase in convenience
VALUE PROPOSITION CUSTOMER PROFILE
Time saving and little efforts
required for the preparation
Low-cost alternatives
to junk food
Requires only heating
before consumption
Learning about Health
Benefits of different foods
Trying new recipes
Fresh on the go food
Food intake should be
varied
Food and eating don't
need to be a chore
"Cooking for
myself is too
much an effort"
Little variety in
usual food
consumed
Students skipping
meals and losing
apetite
"Persona: young, students,
living alone, little time to
cook, always on the run,
no balanced diet
Acomodate with
young people's
busy schedules
and provide
healtHy options
Lunch-box pre-
prepared meal
Ready food can be
healthy

39. COMSUMER PROFILE FIT : QUICK SURVEY RESULTS
2.
Jobs/pains
/gains
1.
Reference
groups
3.
Value
proposition
4.IFit
with
profile
Out of 15 young French
students interviewed:
85% would be
interested in a
Lunch-box
preprepared
meal
76% admit that
they often lack
time or will to
cook for
themselves
35% admit that
they skip meals
due to busy
schedules
1/5 often eat
ready meals as
a cost ant time
efficient solution
72% admit that
their food intake
isn't balanced
and lacks
variety
95% trust the
brand Colgate
for its
cleanliness and
health properties

40. CONCLUSION

41. - https://www.colgatepalmolive.com/en-us
- http://beyond-white-smile.blogspot.com/2011/11/2nd-brand-colgate-brand-on-all-fronts.html
- https://www.linkedin.com/pulse/learnings-how-create-great-brands-antonio-pedro-alves/
- https://www.grandviewresearch.com/industry-analysis/ready-meals-market/segmentation
- https://ignartblog.wordpress.com/2017/11/27/colgate-brand-identity-analysis/
- https://www.tutorialspoint.com/brand_management/brand_management_quick_guide.htm
- https://www.personadesign.ie/brand-flops-5-lessons-brand-managers-can-learn-epic-
brand-failures/
- https://lethbridgenewsnow.com/2021/07/28/the-truth-behind-the-failure-of-colgate-beef-
lasagna/
- http://that401ksite.com/2017/02/17/what-were-they-thinking-6-colgate-kitchen-entrees/
- https://khoixngo.wordpress.com/2020/12/18/failure-of-colgates-kitchen-entrees/
- https://www.weirduniverse.net/blog/comments/colgate_kitchen_entrees
- https://scrolltribe.com/how-once-the-ever-present-colgate-failed-to-impress-the-masses/
SOURCES