Repositioning colgate visible white portfolio

Colgate
Visible White

Colgate
Visible White

Colgate
Visible White

This project aims to reposition Colgate Visible White in India by addressing barriers like awareness, accessibility, and affordability. Through consumer research, we developed solutions for in-store and digital platforms to improve visibility, packaging, and product understanding, driving greater adoption of the brand.

Category

Market Research and Product Positioning
Live Project

skills

Market research, Consumer behaviour, Marketing strategies and solutions

Market research, Consumer behaviour, Marketing strategies and solutions

DUration

8 Weeks

8 Weeks

8 Weeks

01

Problem Statement

Problem Statement

Problem Statement

Colgate Visible White struggles with low adoption in India due to limited awareness, accessibility, and affordability concerns. How can we reposition the product to overcome these barriers, improve visibility, and increase consumer adoption across retail platforms?

02

My Role

My Role

My Role

Conducted in-depth market research, analyzed customer behavior, and developed targeted advertisements to effectively attract and engage customers..

03

Market Research

Market Research

Market Research

We conducted in-depth market research by visiting various types of stores to understand consumer attitudes, perceptions, and purchasing behavior around teeth whitening products in India.

04

Consumer Research

Consumer Research

Consumer Research

We carried out consumer research through surveys and interviews to gain insights into the motivations, concerns, and preferences related to teeth whitening products. This research revealed key barriers, such as misconceptions about effectiveness and safety, as well as the importance of clear communication regarding product benefits, informing our approach to repositioning Colgate Visible White.

How to solve these barriers?

Perception

We identified perception barriers, such as skepticism about whitening products, and developed various solutions to address them, including in-store interactive kiosks and digital platforms.

How to solve these barriers?

Awareness

Awareness

Awareness

We found awareness barriers, such as a lack of understanding of the product's functions and limitations, especially regarding visible results in three days. Marketing efforts are not effectively reaching the target audience, and realistic messaging about factors like coffee, tea, and smoking is lacking.

How to solve these barriers?

Pricing and Strategy

Pricing and Strategy

Pricing and Strategy

Consumers show interest in trying the toothpaste but recommend a lower price to enhance accessibility and encourage trial. They question whether the perceived benefits justify the cost.

Consumers show interest in trying the toothpaste but recommend a lower price to enhance accessibility and encourage trial. They question whether the perceived benefits justify the cost.

How to solve these barriers?

Digital Solutions

Digital Solutions

Digital Solutions

I envisioned digital solutions like Amazon banners and outdoor hoardings tied to festivals, using cultural relevance to engage consumers and promote the product in a festive context.

I envisioned digital solutions like Amazon banners and outdoor hoardings tied to festivals, using cultural relevance to engage consumers and promote the product in a festive context.

How to solve these barriers?

Collaborations

Collaborations

Collaborations

I proposed collaboration ideas with brands like Happy Dent and Nescafé to creatively promote the product and enhance its visibility among target consumers.

05

Takeaways

Takeaways

Takeaways

  • Memorable and valuable learning experience in understanding consumer behavior and buying patterns.

  • Gained insights into the psychology behind product placement and market research.

  • Enjoyed interacting with users to identify barriers to product adoption.

  • Implemented research findings through diverse marketing strategies and advertisements and Learned to create an emotional connection with users.

  • Received feedback on feasibility and practicality, offering a fresh perspective on solutions.

  • Memorable and valuable learning experience in understanding consumer behavior and buying patterns.

  • Gained insights into the psychology behind product placement and market research.

  • Enjoyed interacting with users to identify barriers to product adoption.

  • Implemented research findings through diverse marketing strategies and advertisements and Learned to create an emotional connection with users.

  • Received feedback on feasibility and practicality, offering a fresh perspective on solutions.

  • Memorable and valuable learning experience in understanding consumer behavior and buying patterns.

  • Gained insights into the psychology behind product placement and market research.

  • Enjoyed interacting with users to identify barriers to product adoption.

  • Implemented research findings through diverse marketing strategies and advertisements and Learned to create an emotional connection with users.

  • Received feedback on feasibility and practicality, offering a fresh perspective on solutions.