Objective To build a sustainable model for Palmolive as a premium and aspirational brand in the minds of its target customers

Target Group Primary Research Primary Research

Secondary Research
Secondary Research
Women, Age:(20-55 yrs) residing in Tier 1 & 2 cities Survey collected from 100 respondents Magazine articles
Attributes: Independent, hard-working, peace ranging from 18-50 years old Research reports
lovers, passionate, family-oriented, Change makers In-depth interview from over 15 women Brand Assets

Why Women Don’t Buy Palmolive? Insights Value proposition

According to survey: International brand is seen of White space is identified as “We all care for our loved ones”
• 72% had little to no knowledge about superior quality, & as a lifestyle currently no competitor is using Women care for their family, Palmolive cares for you
Palmolive enhancement product this as brand identity
• Perception of Palmolive as a shaving
cream brand
• 100% natural extracts giving multi sensorial experience
Spa is one of the fastest 80.5% of the people aspire to go • Making women realise their self-worth
• Availability of competitive brand with
growing sector in the tier 1 and to spa, 85.1% are interested in • Being instrumental in the upliftment of women which
strong brands
2 cities in-home spa products want to change their lives.
• No brand identity or association

Big Idea To develop Palmolive as a lifestyle brand which aims to empower women & provide an enriching personal care experience through their products

Positioning Consumer wellness brand which provides 100% natural & premium quality products & works for women empowerment by community involvement measures.

Promotion
strategy

Mini-pack of Body wash, Facial Tie-ups with Spas, Gyms & Yoga Pushing the product as a premium gift Social Media presence through
Bar & Hand wash as a gift set centers (as they are a source of sets on special occasions like Mothers collaborating with women who
to premium travelers of flights rejuvenation) to promote the brand day, Intl women day through gifts are change makers, who can
on high traffic routes. advertising and sampling. retailers like ferns & petals, Birch Box act as influencers.
 Community Involvement:

"Consumers prefer companies
that give back to their
community & are more likely to
recommend them to their
friends and family” - Fortune
Impact
To pass on the message that Palmolive is socially Engage with communities
conscious brand which aims to make women self- to help underprivileged
reliant, independent women lead respectful
To tie-up with NGOs (like Plan to Empower NGO) life by helping them
which are working on skill development for women stand on their feet.
and bringing positive change in their lives.

Loyal New New New New No. of

Year Total Target (in cr.)
Customers Customers Customers Customers Customers customers
2019 10x y 10x+y 5002782 100
2020 10x 0.4y y 10x+1.4y 6336116 124
2021 10x 0.4y 0.4y y 10x+1.8y 7669449 148
2022 10x 0.4y 0.4y 0.4y y 10x+2.2y 9002782 172
2023 10x Cumulative = 4 X 0.4y = 1.6y y 10x+2.6y 10336116 196
2024 10x Cumulative = 5 X 0.4y = 2y y 10x+3y 11669449 220
Assumptions:
• As per the case, assuming that 40% of our revenue come from our loyal customers Approx. 2X scale in business
• Average ticket size is assumed to be purchase of 3 products (loyal) and 1 product (new customer) Types Variable Calculated Ticket size
• Assuming that the loyal customers visited the store 10 times in a year on an average
• Body wash is purchased 10 times, hand wash and soap 4 times in a year by loyal customers No. of loyal customers x 1669449 Rs. 239.6
• Ticket size remain the same over the 5 years for both the customer segment No. of new customers y 3333333 Rs. 180
• New customers remains same over the years and 40% retention of customers of previous year
• 0.4y variable also compensate for the increase in the market growth of the segment (Optimistic scenario)