{"id":20023,"date":"2014-12-19T16:00:54","date_gmt":"2014-12-19T10:30:54","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=20023"},"modified":"2015-06-04T12:54:25","modified_gmt":"2015-06-04T07:24:25","slug":"colgate-leveraged-mobile-marketing-to-reach-700k-people-by-spending-just-8000","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/colgate-leveraged-mobile-marketing-to-reach-700k-people-by-spending-just-8000\/","title":{"rendered":"Colgate Leveraged Mobile Marketing To Reach 700K People By Spending Just $8000"},"content":{"rendered":"

<\/span>\"Colgate_(logo)\"About Colgate<\/strong><\/span><\/h4>\n

\u00a0<\/strong>India\u2019s No.1 toothpaste brand \u2013Colgate which is a sub-brand of Colgate Palmolive is an oral hygiene product line of toothpastes, mouthwashes as well as dental floss. The company sold its first Colgate toothpaste in the year 1873 and since then it has been India\u2019s most preferred dental care line of product. Highly recommended by dentists across the country, Colgate is a popular brand of Toothpaste in India. The popular statement \u2013\u2018Dentists ka sujhaya hua number 1 brand\u2019 speaks for the popularity and recommendation quotient of this brand. \u00a0Moreover, Colgate has been ranked as the 17th<\/sup> most trusted toothpaste brand in India by The Brand Trust Report.<\/p>\n

<\/span>Business Objectives of Colgate<\/strong><\/span><\/h4>\n

Listed below are the business objectives defined by Colgate:<\/p>\n

    \n
  • To generate awareness about oral hygiene in rural India\u2019s population<\/li>\n
  • To lay emphasize on benefits of using toothpaste on a regular basis instead of traditional natural products.<\/li>\n
  • To increase toothpaste penetration in rural India.<\/li>\n<\/ul>\n

    <\/span>Approach\/Strategy Adopted by <\/strong>Colgate<\/strong><\/span><\/h4>\n

    Big gatherings in India are the best place to find people altogether, especially in the rural areas. The Maha Kumbh Mela which is world\u2019s largest gathering of humanity ever is the greatest show on earth. Hindu pilgrims turn up in huge number at the Maha Kumbh Mela. Big brands such as Eveready, Airtel, Coca-Cola, Alpenliebe, Honda, Britannia, Dabur, Lifebuoy, Idea etc. marked their presence at the Mela.<\/p>\n

    Colgate was amongst them who had set-up its consumer interaction outlet in the form of a mobile booth. However, to stand out from the rest of the brands, Colgate had to do something different to grab the attention of the masses and make the interaction engaging and interesting. This triggered Colgate to think something apart from the usual clich\u00e9 traditional ways of marketing. Undoubtedly, there were several challenges that Colgate had to face and the solutions to which they discovered:<\/p>\n

    Challenge 1 \u2013What is the best media vehicle to reach out to them?<\/p>\n

    Solution \u2013 The ubiquitous mobile phone was the only medium that the pilgrims carried along with them always.<\/p>\n

    Challenge 2 \u2013 Most of the pilgrims belonged to low-literacy rural areas, so what could have been the attraction hook?<\/p>\n

    Solution \u2013 Colgate came up with the solution of implementing voice-based communication.<\/p>\n

    Challenge 3 \u2013How could Colgate target millions of devotees who arrived from different parts of the country? How to know about their whereabouts?<\/p>\n

    Solution \u2013 Location based targeting was the option to which Colgate could resort to.<\/p>\n

    \"colgate<\/p>\n

    It was then that the Maha Kumbh Mela was turned into the Maha Tech Mela by Colgate wherein it tagged three cell towers around the Maha Kumbh Mela and created a virtual circle of 3-5 kilometers radius to enable precise targeting. With a limited budget of $8,000, Colgate had to put its best foot forward by being extremely strategic in its mobile marketing campaign.<\/p>\n