Personnal Case Study on Colgate-Palmolive digital strategy

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 TO
THE COLGATE’S STRATEGY
4

5. THE DIGITAL MEDIA RESPONSE
COLGATE’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 contact
COLGATE’S COMMUNICATION OBJECTIVES DIGITAL MEDIA RESPONSE
• Effective and efficient • Tracking
communication • POS Digitalization
• Support business • Drive traffic to the POS
5

6. COLGATE AND DIGITAL
COMMUNICATION 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 THROUGHT
DIGITAL 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’ RECRUITMENT
Objectives Messages Media Actions KPIS
Products and
Website / Banners / FB Presentation of products and brand Nb of unique visitors
corporate
Improve the page Advices and expert testimonies Nb of clicks
information
brand
experience 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 reward
Collect data
from your Nb opt-ins (data)
Coupon
consumers 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 usage
Drive traffic products content
and flash code benefits/advices/Comparison with competitors Nb of flash
and offer a
POS Nb of flash
Interactive kiosk in POS
experience 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 download
Established a associated Social media life in general Like
personalized information Post on products’ usage
dialogue with
each 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 posts
Built and collect more data on your consumers.
animate your
community 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 / Newsletter
Give benefits to Personalized online Send loyal consumers adapted offers
/ Mobile application / Coupon download
your loyal coupon and Personal consumer code to enjoy special
Interactive kiosk in Coupon redemption rate
consumers promotion offers
POS
12

13. HOW TO MAKE YOUR USAGE OF
DIGITAL MEDIA ON A PAN EUROPEAN
ACCOUNT 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