This document summarizes market research conducted by Team Psychic to increase sales of Colgate Kids toothpaste. They conducted focus groups, interviews, surveys, observations and gamified research with mothers, dentists, retailers and children. Key findings showed mothers found brushing difficult and saw little difference between kids' toothpastes. The research identified target consumer segments and influencers in the buying process. An IMC campaign called "Dhakkan Khulega, Hero Niklega" was proposed using education, entertainment and enlightenment across print, TV, experiential marketing, retail partnerships, influencers and digital channels to make brushing fun and promote benefits of Colgate Kids toothpaste.

1. Team Psychic
Members:
Arnavaz Ghista . Manaal Maniyar . Mani Makkar
Institute: MICA

2. To increase the overall pie of the kids segment in the toothpaste category
by driving the expansion of Colgate Kids in the segment.
OBJECTIVE

3. The Snapshot

4. RESEARCH METHODOLOGY: The Journey
FGD
10 mothers
To uncover the sub-
conscious factors
impacting consumption &
key drivers
To understand a day in
the life of a child and
gauge the key influential
touch points.
IN-DEPTH Interviews
9 Mothers
6 Dentists
5 Chemists (2 modern retail
and 3 traditional)
7 Grocers
To understand the buying
behaviour in the category,
across touch points
To also get an in depth
behavioural analysis of the
kids/mothers w.r.t the
category
SURVEY
51 parents across
Mumbai, Delhi, Baroda &
Nasik.
To check the consistency
of our qualitative
research
Key Findings:
- Almost 70% consider
it arduous to get their
kids brushing without
grumpiness
- 67% parents did not
perceive any
difference between

5. OBSERVATION
Observation research in Hypercity,
Star bazaar & DMart.
As a silent observer we saw that
mothers were key decision makers
but children aged 5-10 influenced
decision making.
GAMIFIED RESEARCH
Around 25 Kids were asked to
draw “How would they look like if
they were there a toothpaste?”
A projective technique to get into
the minds of our end consumer
and unravel their subconscious
expectations from a toothpaste

7. TRIALS/ DRIVERS PURCHASE HABITS
Buying Centre Model:
Influencers: Peers,
Teachers and Dentists
Initiator, Buyer and
Decider:
Mother/Parents
Gatekeeper: Retailer
INSIGHTS: The Memories
Attractive
Packaging and
Flavours
Recommendations
: Dentists, Peers
and Relatives
Toy Treats
BARRIERS
Lack of awareness
about the category
No perceived
difference and
benefits over regular
toothpaste
High Pricing
There is need to create awareness about the category around the entire
buying centre and also make the whole brushing experience engaging for
the kids

8. THE BULLS EYE CONSUMER
Choco Champs Roaring Rangers
2-6 years
Kiara & Myrra Desai are twins aging 4yrs. Their
school has become an important centre for
shaping up behavior. The 3 Cs have taken over
the kids’ lives- Chocolates, Cartoons & Choices
(food, clothing, friends,etc.) Brushing is always a
fuss but good flavours and cartoons get them to
do it.
6-12
Vivan Mehta is 8 years old who is a complete
cartoon
buff. He loves playing sports and wishes for a
magical power that will do his homework. His new
best friend & super hero shapes his world. He has
begun to get permanent teeth and his parents
want him to get good strong teeth. He can now
roar and flaunt his strongteeth He feels old
enough to take control of his life and wants to use
the mint tooth paste like his elder sibling. He also
doesn’t want to be identified as “Dhakkan”
among his classmates
Bristling Bunny
0-2 years
We have divided our Consumers based on their life stages and benefit branding, above and over the age based
segmentation. e.g. Choco is suggestive of the affinity which is developed towards chocolates in the
age bracket of 2-6 years.
Shanaya is 18 months old. She is a very
energetic and active baby. She keeps
crawling around the house and puts
anything and everything in her mouth as
she is bristling. Her mother is most
concerned about her health and well being,
she takes extra care of her teething gums
and the bunny teeth and uses doctors
recommended toothpaste. For her, the
mother is a super mom!

9. BULLS EYE SHOPPER
Anjali Bansal is 34 and working as Sr. HR officer in Disney. Everyday in her life is a challenge.
The challenge of juggling her character flawlessly between a responsible employee and a
supermom.
She enjoys her role as a mother and keeps reading up articles and blogs in magazines and on
internet to get the best out of her motherhood. But, her first line of advice still lies with her
mother, her colleagues and the paediatrician.
She sees a future Army man in her son Nabhya. Therefore, she understands the importance of
proper diet and healthy habits for Nabhya. She also doesn’t compromise, when it comes to
discipline. She wishes to be a SuperMom for her Champ!

10. High High
Low Low
Mum
High
Child
Child Age
Engagement
Dialogue
Bristling
Bunny
Choco
Champs
Roaring
Rangers
CONNECTING THE DOTS: THE HERO PATH
Mum is the
Superhero
I am the
Superhero

11. Insig
hts
Bulls
Eye
Hero Path

12. IMC IDEA: The Destination
DHAKKAN KHULEGA, HERO NIKLEGA
Fun, Safe & Energetic Start To Your Champ’s Super-Day

13. DIALING UP THE IMC IDEA : EEE
EDUCATE
Create Awareness
about the kids
toothpaste
category
(functional
benefits)
ENTERTAIN
To make brushing
as a fun &
engaging
experience for
children and
parents.
Transforming the
less than zeroth
moment of truth
to influence the
zeroth moment of
ENLIGHTEN
Fabricate
emotional &
interactional
connect with the
consumer
(considering
brushing is a low-
involvement
category in India)
And enlighten
their lives by

14. CHANNELS
Educate
OOH, Print
Enlighten
PR
Entertain
Experiential
TV
Digital

15. Educate
OOH, Print
Enlighten
PR
Entertain
Experiential
TV
Digital

16. PRINT
Mainlines/Kids newspapers- These ads are
targeted towards educating the parents of the child
about the low fluoride content and functional
benefits in the kids’ toothpaste.
Magazines- This is to educate the new mothers
and mothers-to-be about the importance of oral
care.

17. Our outdoor campaign aims to not only educate the mothers/parents in the public sphere, but also
inform them about the initiatives of the campaign
OOH

18. TELEVISION
1. TV Creative 1
(Choco Champs):
A 30-sec ad with “Dhakkan
Khulega” song featuring a kid’s
magical journey every day after
he starts his day with Colgate
Kids.
2. TV Creative 2
(Roaring Rangers):
A 20-sec ad featuring a nerd
boy transforming from a
“Dhakkan” to “Dude”
(Aspirational + Social
Validation)
3. TV Guit AD
(Mothers):
A 20-sec ad creating guilt
among the mothers for not
using a special oral care product
for their child.

19. Educate
OOH, Print
Enlighten
PR
Entertain
Experiential
Digital
TV

20. EXPERIENTIAL
MARKETING
Instore activations with large tooth paste tubes
as POS.
To be done in Modern Trade Stores like Big
Bazaar, Hypercity.
Sun & Star Calendar to make brushing more
engaging and rewarding.
Collectible Toothpaste Caps, which could be used as
a pencil/pen cap and an object of flaunting to
friends.

21. RETAIL STORES DENTIST
1. The biggest problem across this
segment has been shelf-space.
2. Providing Hero cartons of 32-48
units to retailers with that order size.
These cartons can be hung directly in
the shop to a ceiling hanger, thereby
occupying no shelf space. Also these
cartons will be colourful with current
Marvel heroes inscribed.
3. This solves the problem for retailers
and elevates visibility among
prospective customers.
1. Kidodent is a leader, when it
comes to capitalizing the channel
of Dentist.
2. A lot of dentists give away the
samples they receive from MRs to
kids to maintain loyalty. But, they
feel that the samples of the brand
they give away should also be
readily available in the market to
maintain its usage post sampling.
3. Colgate should visit popular
Paedodontists with free samples
(Hero Kits) regularly.
4. These kits can be given to the
Kids on their birthdays through
Colgate Kids has been doing good at modern trade. But, sales at medical stores
and Grocers can be proliferated!

22. DIGITAL
YOU TUBE
KIDS
MICROSITE
SOCIAL MEDIA
BLOGS
ECOMMERCE

23. YouTube KIDS

24. MICROSITE
Gamification
Tracking the star calendar on
the site.
CRM- Get the people
engaging in our activities to
fill out an online form to keep
track of our customers and
notify them timely.
Birthday message to shift to
Colgate kids 6+ from 2-5
years old tooth paste.
Ask the Dentist.

25. ECOMMERCE
Ads on hyper local – Grofers and ecommerce
platforms due to increasing Webrooming
Display Ads on popular babycare ecommerce websites
such as Firstcry

26. DIGITAL ADS/SEO
Running Google Display Ads and Text Ads
on popular parenting websites and blogs
such as:
Nischint
KidsStopPress
Babychakra
Google keyword trend analysis of popular
keywords searched and creating contextual
ads for Colgate Kids

27. SOCIAL MEDIA
Our primary medium for Social Media is
Facebook as most parents especially
mothers are very active on it.
All the updates of “Dhakkan Khulega, Hero
Niklega” will go on the handle.
Post the campaign, the handle operates on
contextual, yet engaging basis.

28. BLOGS
Getting on-board influential mother to blog
and share relevant articles experiences,
with brand placement.
Eg: Sangeetha Menon – BumpsnBaby
Mansi zaveri – KidsStopPress
Dr. Hema- MyLittleMoppet

29. TV
Educate
OOH, Print
Enlighten
PR
Entertain
Experiential
Digital

30. Talent show- Dhakkan Khulega Hero Nikllega
PR
PR Activation-
Kareena Kapoor Khans pregnancy
promise to use colgate for her
child.
Award Ceremony-
Awarding the young
Super Hero’s

31. The EXTRAA E
Free toothpaste sample with Colgate toothbrushes because of
its high penetration.
Introducing most preferred Indian flavours of Mango and
Chocolate
The ‘heroes’ in kids’ life are changing. 90% of the cartoons on
air in the last 5 years have been locally produced. So, a
prospective new partner on board is recommended.

32. CALENDAR

33. The Vision
Colgate Kids (2016) Colgate Kids (2020)

34. Sometimes it's the journey that teaches you a lot
about your destination.
Thank You