Case Brief

Context
By and large, world over, retail channels for consumer good companies have started off in traditional
trade (i.e. the mom and pop stores, kirana stores, local grocer, paan stores etc ), then evolved into
organised modern trade outlets (think of Walmart, Tesco, CarreFour, Big Bazaar, Future Retail, D Mart
etc) and recently have seen the growth of ecommerce (Amazon, Flipkart, Grofers, Big Basket etc)

Different countries have each of these “types of trade” contributing in varying degrees to business
and the consumer shopping experience.
Context
Each of these channels offers different benefits, pros and cons for consumers and for businesses.
For example, grocers/Mom & pop stores provide convenient access to consumers near their
residential areas, while department stores give consumers a wide assortment under one roof with
the space to walk around and have choice at the aisle.. Ecommerce platforms provide the
convenience of not needing to venture out of one’s house and the ability to shop at whatever time
the consumer chooses to.

This is certainly not exhaustive, but the key takeaway is- each channel provides certain “benefits” to
a consumer and that is why they have proliferated. Due to the existence of multiple channels,
manufacturers like us also have customised our assortment and offerings accordingly.
Context
A recent new entrant to this scheme of channels, and more so for new companies and start-ups, is
the Direct to Consumer (D2C) channel.

This is where the manufacturer/brand runs their own “shop” online and a potential consumer buys
directly from the brand. The transaction happens between the brand and the consumer without the
presence of a retail partner (hence the term; Direct to Consumer).

D2C is rapidly emerging as an alternative retail model for manufacturers. With the COVID-19 crisis,
choice of trusted brands and shopping from the comfort of home have been two key trends which
we foresee continuing in the future. A successful D2C model will leverage both these trends.

Think of the websites like Bombay Shaving Company, The Man Company, Freewill, Ustraa, Kama
Ayurveda to understand this model
Your Mission:

Build a D2C strategy for Colgate-Palmolive

How:
Imagine you are the leadership team of Colgate Palmolive. Given that Direct to Consumer is rapidly
emerging as an alternative retail model, the organization is readying to foray into this space.

Assuming roles as CXOs of the organisation (examples include but not limited to: CEO, CMO, COO,
CFO, National Sales Head etc) in a boardroom setup, carve out the D2C strategy and detailed
execution plan.
Things to cover in your submissions
● What factors have enabled success / failure for D2C companies? (think about the consumer and audience, think design,
think business and operating model, supply chain, think products and price points, think marketing and promotion, financials )
● What benefit (or not) does having a D2C channel for Colgate-Palmolive bring?
● Who is the consumer this channel should cater to & what should be the portfolio we sell ? How do we reach
this consumer today ? What changes with D2C ? (think of our global product portfolio, think of emerging trends, think of
innovations in mass customisation and personalisation)
● How will the D2C channel interact with other channels we sell through ? (Does it replace ecommerce ? Does it
complement it ? what does it deliver or enable over and above it?)
● What do the financials of D2C look like for C-P ? (think end to end: cost of shipping, customer acquisition costs, estimated sales ,
profits)
● Present a marketing launch plan for our D2C website (marketing, assortment, promotion, media and communication approach)
Key Deliverables
Round 1:

● 2 slide ppt (google slides) with a supporting pitch (upto 4 mins max. to be shared as a google
drive link in the ppt. Must have good resolution & sound, size upto 200MB)
● The deliverables to cover the central ideas, assumptions made (including CXO roles) and
snapshots of the elements mentioned in the “things to cover” section

Round 2:

● Upto 8 minutes of role play in the CXO boardroom setting (to be shared as a google drive link
in the ppt. Must have good resolution & sound, size upto 600MB) with a supporting 5 slide ppt
● Detailed and in-depth understanding of the deliverables from Round 1
Guidelines
1. Share a name for the model with tagline (if any) and supporting creatives to go with it.

2. Picture size limit- 10 MB and caption should not exceed 5 words

3. The content must not contain any elements that are protected by someone else’s copyright,
privacy or publicity right.

4. If at all, the picture contains any photographs, written consent must be obtained from the
individuals whose image appears in the pictures
Appendix
Global portfolio: https://www.colgatepalmolive.com/en-us/brands

CP India: https://www.colgate.com/en-in

Colgate’s recently launched teledentistry website (also available on Android and iOs):
https://www.dentistsforme.in/