MARKSFETE’07, NITIE Ad workshop case: Colgate Maxfresh has a 10% market share in the freshness segment of toothpastes. The market leader in freshness segment is Close-up (70%). Colgate Maxfresh wants to enhance the market segment to 20% and reposition the brand from the freshness segment into a different segment. The participants were also asked to make ads to market the same.
This being the problem statement, Team ‘Pratham’ from PGDSM-MIT comprising of the ever calm and never faltering Nishant and suave and creative beyond bounds Rajat was indeed the perfect marketing mix!
With a primary research of asking different questions related the brands which focussed on stain-free and freshness segment brands to 54 people which revealed that in the freshness segment, Close-up was the popular brand and Colgate was more popular in the Stain-free teeth segment. With this as background, team ‘Pratham’ proposed a marketing strategy for Colgate with ‘stain-free freshness’ as the tagline.
The distinguished judges for the event were Executive Director, Rediffusion; Vice President of HR, Rediffusion; Vice President of Creativity, Rediffusion; Head of the department of Marketing, NITIE and two Asst. Professors, Marketing, NITIE.
Fundoo financials from the team from ISB, MICA exploring marketing concepts left, right and centre, NITIE coming up with a creative two tube concept coupled with complex numerical analysis, JBIMS pitching in with mother-kid concept for marketing, VGSOM with its naughty freshness – none of it could do the trick that PGDSM-MIghTians could do! :)
The team from SCMHRD which stood second had ‘loose control’ as its punch-line and a smashing ppt. Their concept was interesting in many ways and revolved around rural youth.
While the remaining 6 teams had come out with graphic and print ads, ‘Pratham’, with a terrific billboard ad and a short video ad rocked the show! The judges were so impressed not just by the uniqueness of the campaign but also by the brilliant strategy that ‘Pratham’ proposed, that they recommended the ad to be sent to Cannes festival. The team faced a gruelling Q and A session and came out with flying colours.
Needless to say, ‘Pratham’ stood first (PRATHAM, in fact!) in the competition and proved that creativity can create fresh ripples in any segment of people… :)
The team came back home with cash prize of Rs.6000, only to realise that their party to the rest of the class would by far be heavier on their pockets! :D
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