Team Vaccinators

Umang Dadhich
um19323@stu.ximb.ac.in

Debopriya Dutta
um19092@stu.ximb.ac.in

Harshit Sharma
um19097@stu.ximb.ac.in

CXO Board Room Link

Website Prototype Link

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 End-to-End Commercial Plan for D2C Model: A comprehensive journey identifying key objectives &
impactful drivers which should be considered before formulating the plan

Customer Planning Promotions Mgmt. & Optimization Distribution & Channel Mgmt. Data Analysis & Insights Sharing

• Mapping right customer with right product • Right digital platform which will bring in • Optimum distribution route to customer • Post event analysis to track digital spend &
to convert them easily max customers & budget allocation • Smooth execution of payment life cycle monitor its effectiveness to plan future
Objective(s) • Finalize with product mix & estimate • Marketing campaigns & promotion event precisely
demand planning programs

Promotion / Program Management & Distribution & Data Analysis &

Optimization Channel Management Insights Sharing
Consumer Customer Sales Volume Send Sales Intelligence to Monitor Plan
Engagement Planning Stocking at 3PL
Business Plans Demand Planning vs. Actuals
New Item Segmentation
Channel Commercialization Create Analysis
Strategy Program &
Programs &
Plan Approval Hyperlocal Delivery
Promotions
Go-To Service
Priorities Customer
Journey

Colgate Transcend 2.0

Customer Market Plan &
Perspective Strategy Structure Return, Advocacy,
Manage Payment Option
Digital
Promotion
Marketing Plan Post Promotion /
Actualization Customer
Program Analysis Profitability
Competitor & Manage Financial
Market Estimates Channel Selection Accruals &
Commercial Spend & Fund Allocation Reconciliation
Strategy
DTC Field Execution
Investment Performance Monitoring

• Buying Behavior: Every target group thinks
& acts differently & hence imp to
understand their need
Impactful
• Digital Journey: Attention span, digital
Drivers usage, platform visited becomes crucial
during customer planning
• Competitors Positioning: Better offers from
competitors are targeted on customers &
hence needs to be closely monitored
Sources: 1 | Commercial Plan
• Customer Acquisition Cost(CAC): It is very
imperative to identify which platform will
provide least CAC & higher conversion
ratio, hence accordingly consider spend
strategy
• Product Mix & Price: Creating the right
product bundles, optimum price to support
supply chain & ordering value to reduce
delivery charges for customers
• Content: CTR highly depends on content
shown to right customer
• Onboarding Plan: Selecting the right 3PL &
end mile delivery player, integrating
backend website, CRM & developing
commercial plan
• Payment Collection Management: Optimize
payment collection methods to minimize
cost components, e.g. COD ( 1.5% charges
at bank), Digital gateway charges (2%)
• Evaluation matrix: Need to formulate &
consider right parameters to identify which
promotion plan returns, effectiveness &
share improvement areas to revise
investment performance along with
product category, content, distributors
performance, customer profitability & CLV
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 Primary & Secondary Research: Consumer behavior with respect to product usage, digital buying & market
based trends leads us to product portfolio consisting Oral, Skin, Body & Bath segment
Primary Research1 & Secondary Research2 Qualitative Research: Diving Deep to Understand Actionable Insights Aaker Framework-Mapping Personas with Portfolios
• 108 consumer responses through survey Key Takeaway - In-depth consumer Immersion1
& 12 in depth telephonic interviews Cognitive Trait Buyer Persona Portfolio Chosen
Faith in the Brand Colgate Desire to get the best product
• 3 D2C company expert interview
• D2C Competitor analysis : mamaearth Sincerity Hardcore Loyalist Colgate Oral Care
 Oral care used in the family since  Scrolls through various
Insights decades blogs/videos/posts Palmolive
 Palmolive bodywash/handwash  Read reviews on multiple Excitement Trend Seeker
Colgate product category awareness among Handwash/Sanitizers
consumers provides value for money forums(negatives first)
Competence The Value Saviour Palmolive Body wash
Factors that affect their shopping decisions
Sophistication The Luxurious Shopper PCA Skin
 Always has the product I want in stock
Oral care: Skin care: Bath Care  Delivery is fast
100% 48% Ruggedness Adventurer Speed Stick
55%  Product is easy to find on their website
 Lower prices v/s other brands/platforms

Colgate Transcend 2.0

74% Consumers buy bundled products together*
Digital Consumer Journey: Awareness / Discovery Consideration
Product selection criteria Pain Points Product educational challenge, Confused with too many options,
website discomfort, unfamiliarity right & valuable product, trust
68% 36% 27% AI based consulting
Identify right cohort &
Marketing & Impulse Delight customer with their target with Integrating IT systems agent suggesting right Seamless one click payment
Trial & test Colgate
Promotion buying purchase, amplify via personalized campaign with 3PL & hyperlocal product gateway with automated
Opportunity
customer review using CRM delivery for seamless exp. applicable coupons
52% Believes that bought product dose not solve
Right person to take complain, Delivery time, automated return, Multiple pages, worry for being
the problem & needs proper guidance before buy
unfitting referral programs packaging, help center connect duped, search for coupons
Top 3 criteria which made you buy product online Advocacy Experience Purchase

Market & Competitor Insights

Exclusive Oct-Total Visits Personal Care Segment Market Size (Bn) Product category growth rate
Trust on Duration Page/vi Bounce
Product Convenience Companies
Brand: PGshop (mins) sit rate(%)
14,000 14.93
69% 63% 44% Pgshop 1.12 3.88 68
Bath & Shower Market 248.80
Liquid soap 14.20%
The Body Shop 0.21 mn
The Body Shop 11.38 17.39 30 22.01 Body wash 14.90%
Desktop Device Distribution Mobile Mamaearth 2.0 mn Skin Care Market 146.72
Mamaearth 4.33 5.14 34 Specific category… 20.10%
25% 75% Amway 2.1 mn Amway 15.02 11.31 19 Oral care market 4.28
133.72 Mouthwash 23.00%
Source: 1 - Primary Research | 2 - Secondary Research Kaya 36,000 Kaya 2.39 3.25 56 Online Sales Market Size 3
 Go to market strategy: Targeting our consumer cohorts using precision marketing plan where trending
keywords are adopted to make sure products are positioned on first page of search result

Consumer Personas

Attributes The Urban Families Attributes The Careful Attributes Specific Users Attributes The Gen-Z
Brand Aware Professional Brand Aware Brand Aware
Brand Aware

Digital Proficiency Digital Proficiency Digital Proficiency Digital Proficiency

Price Sensitivity Price Sensitivity Price Sensitivity Price Sensitivity

Buying Frequency Lives with family Buying Frequency Busy professional Buying Frequency Sensitive and rational Buying Frequency Good with Gadgets
Conscious shopping Well groomed Choose the best products
Wants Cool Products
Buys bundled products Experimental Right product, Right cause
Experimental

Colgate Pain Out Colgate Proclinic Electric

Colgate Transcend 2.0

Total Advanced Toothpaste
Palmolive Natural Sea
Minerals
Colgate Barbie Toothpaste
Palmolive Aroma Moments
* Average Wallet Share +
Product Preferences1 * Rs 600-1000/-
Lady Speed Stick Invisible
Powder
Palmolive Aroma Moments
Colgate Plax Complete
Milk And Honey Handwash
* Average Wallet Share + * Average Wallet Share +
Product Preferences 1 * Rs 1000-1200/-
Colgate Sensitive Original
Toothpaste
PCA Skin Nutrient Toner
Colgate Sensitive UltraSoft
Toothbrush
* Average Wallet Share +
Product Preferences 1 * Rs 2500-3500/-
Toothbrush
Colgate Teeth Whitening
Kit
Speed Stick Musk
Lady Speed Stick Stainguard
Product Preferences 1 * Rs 900-1100/-

Go-to-market Framework

Target Customer The Urban Families
Bundling care. Bundling joy!
Unique Messaging - Get one-stop best care for your family.
Facebook, YouTube and SEM.
Mainly families so should be targeted
Precision Marketing Plan during lunch time (3PM) and after evening
(7PM) . Discounts and Deals on festivals.
Regular, Kids, Bundles, Plans, Colgate,
Keyword Planner Family pack, Best Prices
Sources: 1 | Colgate-Palmolive Site
The Careful Professional
Make Colgate your number one brand!
- Get your essentials and many more easily
SEM, Blogs, Influencers, Facebook, YouTube
ads. Influencers on social media.
Should be targeted after 8PM after they
return home from work
Brand, Unique, Grooming, Kit,
Antiperspirants, Natural, Rejuvenating
Specific Users
You can count on us to find your best suitable!
- Expert consultancies at your doorstep
SEM, Facebook and WOM. Searches through
doctor and consultancy services. YouTube
channels showcasing success stories of usage
Consultancy, Skin, Problems, Hair Loss, Oral
Care, sensitive, dermatologist, Relief
The Gen-Z
Look no more for uber smart essentials!
- Smart products to keep up the trends
SEM, Social Media like Instagram,
Influencer ads, Story telling.
Ads can be shown 24 hours suitable for
mobile devices.
Smart, AI, Electric Toothbrush, Mouth
spray, Deodorant, Adventure
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 Strategic Positioning of Distribution Channel: Leveraging 3PL & end mile delivery platforms at strategically
selected cities to minimize cost structure

Logistics 2% Handling 6% Margin & distribution cost 30-40% • Traditional distribution lacks FG packaging capabilities
• Synchronizing with distribution beat plan will create
Current State

Manufacturer Distributor General Tarde

CFA/DC Customer process cumbersome as there is need of quick delivery
• IT conf. & integration with D2C platform leads to expensive
model
Modern Tarde
• Overall Sales & Distribution margin: 38 to 48%
Distribution Structure

Handling & End-mile • 3PL estimate charges: storage charges- ₹ 20/cubic foot/
15-20%
Storage cost Delivery 4% month
Phase 1 D2C

• End-to-End logistics cost – Storage + transportation +

handling = 25 to 32%
• Applicable model when daily order no. ranges between 400
3PL Hyper local partner to 700
Phase 2 D2C

Colgate Transcend 2.0

• Only applicable when there are large SKU no around 3000
• Need IT support, mechanized equipment for warehouse &
Traditional Supply Chain
in-house employee
D2C Supply Chain Colgate Fulfillment center Hyper local partner

Market Sizing
Customer Opportunity Phase 1 Target
City Selection Geographical Clusters Segmentation Funnel Segment Size(Lakhs) Size(Lakhs)

Households 96 9.6
Population GDP/Capita
Internet Penetration –
>10 lac Delhi
Har The
> 2 lac
(18-50 yrs) – 43%

yan 31 2.45
Rajasthan Uttar Pradesh Professional
Demographic

E-Commerce

Segmentation
Users – 60%
a
Density > Jharkhand
GujaratMadhya Pradesh West Bengal Specific Users 46 3.68
75%

6400
Daman and(Nagar
Dadra and Diu Haveli) Orissa
Maharashtra
Andhra Pradesh Gen Z 64 9.6
Clustering of nearby
cities - Shared FC in
Karnataka
the cluster Total 236 25.3
6 Tier 1 | 18 Tier 2
Kerala
Tamil Nadu
Source: Logistics cost | 3PL Storage cost 5
Financials & Model Evaluation: High CAC cost will reduce with increase in organic customer vis-à-vis
increase overall contribution margin, life time value thereby generating profits after 3rd year

Customer Acquisition Cost (Digital Marketing) Income Statement 1st Year 2nd Year 3rd Year 4th Year 5th Year
Visit Visits Visits on Customers Revenue (Cr.) 5.41 7.85 11.78 18.25 25.56
Platform CTR CPC CR CAC
Distribution (Lakhs) website Acquired Discounts, Promotions, Markdowns - 1.08 - 1.57 - 2.12 - 2.74 - 2.56
Facebook
33% 8.35 5.50% 45926 9 4% 1745 237 Net Revenue 4.33 6.28 9.66 15.52 23.00
Instagram COGS(~40%) - 2.00 - 2.91 - 4.36 - 6.39 - 8.94
YouTube Gross Profit 2.33 3.38 5.30 9.13 14.06
15% 3.80 3.50% 13284 13 5% 598 289
OTT Digital Ad Expense (Cr.) - 1.00 - 1.24 - 1.65 - 2.01 - 2.69
Google Content Creation Expense (5%) - 0.27 - 0.39 - 0.59 - 0.91 - 1.28
34% 8.60 2.75% 23659 6.8 3% 710 227
AdWords
Logistics & Distribution (25-32%) - 1.73 - 2.36 - 3.42 - 5.48 - 6.39
Affiliate 18% 4.55 2% 9109 10.5 4.20% 383 250
Total Wt. Avg. for phase 1 – 2 months* 3435 244 Total Variable Cost - 3.00 - 3.99 - 5.66 - 8.40 - 10.36
Contribution Margin - 0.67 - 0.61 - 0.36 0.73 3.70

Colgate Transcend 2.0

Scenario Analysis Optimistic scenario Moderate scenario Pessimistic scenario EBITDA Margin -16% -10% -4% 5% 16%
Avg. CTR 4.5% 3% 1.5%
Avg. Paid/Organic customer Customers 46,800 67,860 101,790 157,775 220,884
1.1 1.4 1.9
ratio (Avg. 5 year period) Customer Acquisition Cost 244.20 243.64 243.15 243.21 243.57
Churn rate 50% 70% 85% Life Time Value 99.97 142.49 211.66 315.22 578.51
LTV/CAC 0.41 0.58 0.87 1.30 2.38

Scenario-wise revenue comparison (Cr.)

CAC vs Contribution Margin vs LTV
300 4 • Target group started with
Financials 10% of opportunity size
29.49
25.56 3 • Daily order executed after
21.06 19.66 200 3rd year: 400+
18.25 2
13.59 14.04 • Avg. Ticket Size: Rs.
11.78
9.06 7.85 9.06 1 1150/-
6.25 5.41 6.04 100
4.17 • Replenishment period
- considered: 2 months
Optimistic Moderate Pessimistic - (1) • Recommended to
1st Year 2nd Year 3rd Year 4th Year 5th Year increase SKU no. to
Customer Acquisition Cost Contribution Margin per Order
1st Year 2nd Year 3rd Year 4th Year 5th Year increase daily order no.
Payback (# of orders) Life Time Value
Source: Colgate Annual Report | CPC & CTR 6
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