IMC stands for Integrated Marketing Communications. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all the promotional tools, so that they work together in harmony. IMC involves coordinating the various promotional elements and other marketing activities that communicate with the firm’s customers. The basic tools used to accomplish an organization’s communication objectives are referred to as the promotional mix. Presented here is the IMC campaign for Colgate Sensitive Pro-Relief – which spanned across at least three years from 2011 – 2013.
The Backdrop for the IMC:
Tooth sensitivity — also known as dentin hypersensitivity — affects the tooth or exposed root surfaces. This occurs when the enamel that protects our teeth gets thinner, or when gum recession occurs, exposing the underlying surface, the dentin, thus, reducing the protection the enamel and gums provide to the tooth and root. Tooth sensitivity affects up to 57% of the population worldwide. In a country where people love eating, sacrificing one’s favourite food can be a traumatic experience. 17% of Indians suffer from acute tooth sensitivity and do nothing about it. They simply choose to alter their eating and drinking habits, to avoid the pain.
While the overall toothpaste market (around Rs. 2700 crores in 2011) was growing at 8 per cent, the dentist recommended ‘sensitive toothpaste’ segment was estimated to be around Rs 209 crore and was growing at around 18 per cent per year. Colgate dominated the overall toothpaste market with a market share of 53%. It’s market share in the sensitive toothpaste market was around 15%. GlaxoSmithKline Consumer Healthcare India (GSK) brought in its global oral care brand Sensodyne to the Indian market in 2011, and within four months, it captured a 10% market share. This was a good enough reason for Colgate to get into a damage-control mode.
To reinforce its position, it launched Sensitive Pro-Relief toothpaste in addition to Colgate Sensitive, to take on Sensodyne. Competition had forced Colgate to dig deeper for consumer insights. In a survey conducted with market research firm Nielsen, Colgate found that the problem of sensitive teeth was widespread, but there was limited awareness about it among consumers. The findings showed that about 11% of the total respondents used toothpastes providing sensitivity relief. That gave companies like Colgate and GSK a huge scope for growth.
The Execution of IMC:
Colgate Sensitive Pro Relief was launched in 2011. The IMC campaign flagged off with a TVC featuring real-life consumers sharing their tooth sensitivity problems. The TVC captured their positive reactions after the use of the toothpaste on the spot, thereby highlighting the instant relief providing property of the toothpaste.
A PR ad was carried out on Independence Day in 2011, in association with Times of India. On that day, the exactly same newspaper that was published on August 15, 1947 was recreated, with simple Colgate Sensitive Pro-Relief ads which communicated independence from pain. The CSPR Independence Day issue was reprinted and released across 6 key brand markets – Mumbai, Delhi, Bangalore, Kolkata, Pune and Ahmedabad. The communication reached 3.2 million households. Colgate’s share of the sensitivity share jumped from 19% to 26%.
A sales promotion campaign was carried out in June 2011, wherein the 5000 people to sms “INSTANT” to 5616111 received a free sample of Colgate Sensitive Pro-Relief toothpaste delivered to their home. A similar campaign was repeated in 2013.
♦ Consumer had to give a miss call on toll free number 18002082020
♦ They received a message: “Thanks for calling colgate sensitive prorelief. For a free sample msg ur details in this format to 09664266000 : Colgate Name Address Pincode” ♦ Now SMS to 09664266000 with Colgate following with your Name, Address & Pin
♦ Final confirmation message: “Thanks your details have been saved in our database. Your free sample will be shipped…
The same message was communicated across all promotional platforms.
The use of outdoor media can be seen here:
Retail promotion activation was done in tie-ups with various retailers.
Television was extensively used to communicate the benefits of the brand.