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Rebranding Of Colgate Kitchen Entrees

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by

Atia Kazmi

on 22 May 2015

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Transcript of Rebranding Of Colgate Kitchen Entrees

Rebranding Of Colgate Kitchen Entrees

Presented to: Ma'am Zoya Khan


Presented by : BBA-ITM(26)
Syeda Atia Bano Kazmi
Syeda Raheela Bano Kazmi
Absha Syed
Afeefa Noor
Khadija Razzaq
Momina Liaquat
Background
Product
As the product is Failure but we think there is still an opportunity to make this product successful.By applying new strategies we would be able to re-launch the product.
Product Result
A line of frozen food products
Ready to serve meals

Also hoped that customers, after enjoying its frozen food offerings, would go out and brush with its toothpastes
Launched in the US in 1982
Extended brand, hoping to capture the growing market for ready-to-eat meals
Colgate Toothpaste Company
Ready to serve meals
serves 4-5 people
Product Design
Premium
High Prices
Price
packed in box
tray inside
Packaging
Only in Super-Marts
Place
Target
Idea
Creator
Colgate Kitchen Entrees
Launch
Reasons of Failure
Customers got very confused about Colgate’s brand image
Brand Image
It was only available in big stores in US
Lack of availability

Place
No Ads were made
Customers were not aware of it
Promotion
Premium
Unaffordable (for middle class)
Price
Never caught on
Wiped out of shelves
Never made it out of US
Reason for Choosing
Strategies For Rebranding
Problem to solve
Objective
Target
Positioning
Media Innovation
Problem To Solve
How to relaunch the "Kitchen Entrees of Colgate" when its brand image is different and strong?
Objective
Create awareness
Promotions
Highlighting Food's Specialty
Ensuring Customers
Convince customers
Target Market
Mothers having young children
Core Target
Single Individuals living away
from families
Secondary Target
Primary Target
Family with working parents
Positioning
Frozen
Ready to serve meals
Large quantity
Microwave-able
Good for health.
Product
a. Reasonable price.
Price
Campaigns
Ads (especially in magazines that targets working women)
Sampling
Commercials
Billboards.
Promotions
Customer driven
Make the product or service available to important influencers
Place
Marketing Mix
Media Innovations
Public relations
Celebrity endorsements
Television advertisements
Actions
Campaigns
Sponsorship
Contests
Special festivals
Words of Mouth
Events
Ads on Internet/ Google Ads
Website and social network
Free app
Newsletters
Internet
Result Would Be :
Price
Affordable
After doing all needful it is expected that product will be successful in the market, and will get positive response from the customers.
Full transcript