TRANSCEND CASE BRIEF

2022
Making India Brush Twice A Day
 Why twice brushing?
● Penetration no longer
driving category growth

● Growth now depends on % HHs Avg Cons (Kgs/HH)

increasing brushing Not brushing

89% 1.1
Twice a Day
frequency
Brushing twice
a day 11% 2.3
 OPPORTUNITY
● Every 1% additional HHs converting to night brushing gives CP 65cr @ fair share annually
○ CP Vol Market Share : 50%
○ Avg selling price : INR 371/ton

All HHs in India

312 MM

HHs with Kids between 5-15 yrs

164 MM

HHs with Kids between 5-15 yrs & 10l+towns

21 MM

Assumed 0.5gm TP consumption per brushing occasion 4

 OBJECTIVE

Design a Behaviour change Program

that makes make night brushing a social norm in
India

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 EXISTING BEHAVIOUR

BRUSH + KULLA
In the morning After dinner,
before bed

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 NEW BEHAVIOUR WE SEEK

BRUSH + KULLA BRUSH

In the morning Kulla alone after dinner is not
enough, you must brush your
teeth

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WHY DON’T THEY BRUSH AT NIGHT?

Thought Starters

These could be some of the key barrier(s).

However, there could be more.

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Is it because…
1. No night brushing narrative exists currently
2. Night moment is not conducive for brushing
3. No real benefits are perceived of Night brushing
4. Too painful an activity

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Some key scientific benefits of
Night Brushing

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 Nutrition & School
Oral Health Ideal Weight
Strength Attendance

Weight less than their Reduced nutrition

Falling behind in class
ideal weight absorption

Pain & discomfort

Pain leads to difficult in
leading to reduced food Poor school attendance
chewing
intake

50% greater chance of 50% greater chance of 50% greater chance of 50% greater chance of
cavities cavities cavities cavities

Only Kulla & Not Only Kulla & Not Only Kulla & Not Only Kulla & Not
brushing at Night brushing at Night brushing at Night brushing at Night

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 KEY DELIVERABLES

A 5 year strategic action plan which covers

● Target definition
Who will we speak to and why?
● Positioning Strategy
What will we say to them? Which barrier(s) are we going to address?
● Media Strategy
How will we reach out to our Target audience ?
● 5 year business proposal
Expected costs and annual conversion & gains for Colgate over the 5
year period

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