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Colgate final presentation team bam
The document outlines Colgate-Palmolive's strategy in the global oral hygiene market, highlighting its significant market share and the potential of mobile commerce in consumer engagement. It discusses the challenges of traditional B2B models and emphasizes the need for an integrated e-commerce ecosystem through strategic partnerships, particularly with Walgreens. Future phases of the strategy involve expanding partnerships to other major retailers and enhancing customer interaction via a mobile app.
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Colgate final presentation team bam
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- 2. contents landscape ------------- introduction ------------ application------------- opportunity ------------ looking forward -------- strategy ----------------
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- 5. page titlecolgate overview globaloral hygiene market colgate in global oral hygiene market colgate in global toothpaste market $13 billion market 25.8% market share 44.6% market share
- 6. digital industry Year Revenue (MillionUS $) Resource: thenextweb.com 200,000 150,000 100,000 50,000 20102 011 2012 99,059M 161,509M 63% 15% 186,152M Retail E-Commerce Growth Rates in U.S. Year Revenue (Million US $) Resource: eMarketer, Jan 2013 20,000 25,000 15,000 10,000 5,000 2011 Tablet Smartphone Others 2012 2013(projection) Retail M-Commerce Sales by Device in U.S. e-commerce
- 7. digital industry Resource: www.comscore.com $123Million (53% mobile market penetration) Number of Smartphone in U.S. Smartphone Usage 93% at Home 39% at Bathroom Resource: ʻThe Mobile Movement: Understanding Smartphone Consumersʼ by Google 79% use to help with shopping 70% use while in store 48% get promotions & coupon 44% read reviews & product info 35% purchase on smartphone mobile commerce
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- 9. problem Relational obstacles B2B businessmodel Limited control on influencing consumers Maintaining mutual relationships with customers while reaching out to consumers directly
- 10. opportunity Need for neweco system Traditional B2B model : Brick and mortar Is e-commerce the answer? Cross channel shopping experience that connects both traditional and online shopping needs
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- 12. vision of strategy ConsumerCustomer Colgate-Palmolive (Oral care) Consumer engages with customer’s platform Colgate strengthens online relationship through existing “relevant specialist information” Colgate integrates and adds on customer’s existing platform
- 13. business strategy colgate oral carespecialist strategic partnerships bright app & website real time conversations with customers access to established e-commerce eco-system in-store engagement
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- 16. strategic partnerships partner’s characteristics what’s the benefitfor the partner? Brick and Mortar and e-commerce platform with excellent distribution capabilities Capacity to combine both through new technologies Capacity to have daily contact with consumers Amount of relevant information Colgate has as a specialist in oral care Open up new channels of communication and transactions with its own consumers
- 17. strategic partnerships Nation’s largestdrugstore chain. 75 percent of Americans live within five miles of a Walgreens store Acquired Drugstore.com in 2011. Allows consumers to scan products barcodes. Map the stores where the products can be bought. Buy them online and pick them up in the store. Made available for open source.
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- 19. the application athomeatstore get information goto store download app use app set reminders get information scan product use app get reminders get coupons user flow
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- 23. marketingImplementation Marketing colgate oral caremobi leapp consumer yp smile healthy info specialist resource confidence education trust care csr ambitious work/play hard ages 24-39 heavy news & info tech coupons time ratings infooffers specialist convenience “you”centred accessibility efficiency resource experiential
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- 25. implementation TIME LINE lPhase 1 establish strategic partnership with walgreens begin design 16 weeks0 35 weeks4 weeks 8 weeks 4 weeks 3 weeks app developm ent testing rolling out develop marketing materials and in-store display for new communication message phase 1 time line
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- 27. key performance indicators levelof loyalty number of active users average time on the app items users engaged with transactions per time on app task completion rate usage of app
- 28. future phases phase 1phase 2 phase 3 united states walgreens young professionals united states expand to other retail stores (walmart, target, cvs, etc.) expand to other countries partnerships with major retailers in those markets
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