BUILD A MODEL FOR PALMOLIVE AS A

PREMIUM, ASPIRATIONAL PERSONAL

CARE BRAND

Abhisek Panda – NMIMS Mumbai

Samarth Tripathi – NMIMS Mumbai
Ankita Jain – NMIMS Mumbai
Men’s Grooming
◦ Current men’s grooming industry is expected to grow from current Rs16,800 to Rs35,000 in the next 5 years
◦ Palmolive sales from Men’s grooming product sales was less than $1000 million in 2017 globally
◦ Palmolive should launch hair care products to cover the gap in sales globally along with entering the baby and
child specific care products
◦ Men in urban areas in India are now recognizing the importance of skin and hair care
◦ Colgate-Palmolive’s revenue is expected to grow by nearly $830 million (2.6% CAGR) through fiscal 2019
5 year business model
2020

• Launch a men’s hair care with name SERENO (providing natural and deep jungle like serene , calm, relaxing and smoothening experience to scalp) and create product
awareness through various channels
• Budget: 100 crore for launching product in 640 ml bottle at Rs.450 , 100 million bottles at Rs.54 ,Rs5 per sachet

2021

• Through advertising, demonstrate the distinguishing features such as natural essence with herbal ingredients and soothing and healthy experience. Use of strong Colgate
brand image to win competition over Himalaya , VLCC etc.
• Budget: Rs.50 crores for advertisement

2022

• Scale production and expand reach to customers. Use of strong supply chain and distribution network of Colgate
• Budget: Rs.100 crores

2023

• Position the product in the premium category with competitive prices. Launch more variants of the product for professionals and penetrate Tier 2 and Tier 3 cities’ market
by market development and market penetration strategies. Use of Brand Colgate and strong retailer network to augment sales of men’s body care products
• Budget: Rs.75-80 crores

2024

• Customer retention through sponsorships, social networks and media expansion as well as investing into technological innovations to provide better experience and
launch in other Asian countries