Palmolive is a strong Heritage brand in India

Sponsorship of the Femina Miss India for many years

Legacy campaigns like ‘Palmolive Da Jawaab nahi’ featuring Kapil Dev

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But the Brand is moving towards a Premium, Aspirational
Positioning

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Palmolive as a brand is about

4
 Palmolive Current Product Portfolio in India

Bodywash Handwash Facial Bars

Inspired by Natural ingredients for a premium, sensorial experience

5 5
This positioning leads to Premium pricing within the
categories

1.3-1.5X Premium 1.3 X Premium

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What is the Consumer Tension?
Role of Palmolive

Palmolive is inspired by natural ingredients with the

power to transform your body & Mind

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Brand Ladder

Elevated sense of positivity in everything I love to do

Transforms my body ( cleanse)

and mind ( de-stress)

Filled with the goodness of nature

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Consideration

• Personal care is a massive space

– Body cleansing – 21,000 Cr
– Hair Cleansing – 7200 Cr
– Face Cleansing – 3200 Cr

These categories have multiple Mega brands with strong Advertising &
Promotion spends

Palmolive is a small but fast growing business with limited resources (

Current Size – 50-100 Cr Range)

Thus, the brand has to be built with efficient yet impactful choices

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 Challenge

Build a model for Palmolive as a Premium, Aspirational

Personal Care Brand

Deliverable 1- 1 Big Business Model Idea for Palmolive

Deliverable 2 - Size & Horizon for the next 5 years along with year
wise business milestones

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Guidelines

2 Slides ( 1 for each deliverable)

While defining the Big Business idea– call out the clear objective, idea ,
impact.

In case of business vision/sizing – call out the key assumptions ( The

milestones/ final goal can be represented as 2X/3X in scale)

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Annexure

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Bodywash Category has tripled in Last 6 years

3500 25

3060
3000 20.7
20.3 20
19.5
18.9 19.1 20
18.1
17.6
2500 16.7 16.8
16.1 16.3
15.2
13.7 15
2000
12.4

1500
1189 10

1000

5
500

0 0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Source- Euromonitor
Value ( INR MM) Growth
Palmolive growth is in line with Category Growth

Yr Category Palmolive
2009 13.7 13.7
2010 12.4 6.2
2011 19.1 18.1
2012 19.5 14
2013 20 19.5
2014 18.1 28.3
2015 16.8 19.4
2016 15.2 14
2017 16.1 15.8
2018 16.3 15.5

Source- Euromonitor
All India
Palmolive has been #1 , #2 brand across Modern
Trade & Ecom Customers in Bodywash

Customers Value Share ( 2018)

Cust 1 30.8
Cust 2 22.4
Cust 3 21.2
Cust 4 17.7
Cust 5 14.7

Source- Modern Trade Customers

offtake data

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