Colgate Palmolive wanted to increase the brand recall of Colgate toothpaste through ValueFirst

Oct. 23, 2008 - PRLog -- Introduction: Founded in 1806, Colgate Palmolive is the global FMCG giant with 200 years of spectacular performance behind it. Its revenue in 2005 was around $1.5 billion dollars, with multiple brands in different sub-segments of FMCG

Business need: Colgate Palmolive wanted to increase the brand recall of Colgate toothpaste amongst the telephonic shoppers. From a survey, it found out that 68% of the kirana stores in India offered home delivery as an option and 21% of the business of these kirana stores was generated through home delivery.

Scenario: Since it is difficult to aggressively push a brand over phone in the form of sms, retailers normally deliver the customer what he/she orders over phone. Colgate Palmolive wanted to create an incentive for retailer to push Colgate to tele-shoppers by using sms gateway. Also, it wanted to increase its brand recall among the tele-shoppers.

Mobile was chosen as a medium of communication to connect with the customer and run a loyalty program because of the high penetration of mobile phones.

The mobile messaging solution which Colgate Palmolive was looking for was supposed to meet these all requirements:-

•   Secure information transfer and reliable enterprise grade infrastructure
•   Operator and handset independent
•   Easy integration with their existing CRM and scalable for future requirements

Solution: After carefully analyzing the needs of Colgate Palmolive, it was proposed a solution based on Web services platform. It was also proposed to develop a desktop based monitoring and admin tool for the marketing department of Colgate Palmolive.

•   Web-services can be configured with short-code mobile messaging for receiving dynamic responses through sms.
•   Web-services are also suited to the needs of the enterprises where data security is of high concern

With the help of Valuefirst messaging the custom development and the configuration were done for Colgate Palmolive in 6 man-days.

Read more case studies: http://www.vfirst.com/sms-case-study.php

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ValueFirst empowers its customers to communicate between varied IT back-end systems and mobile phones using SMS Software/ API Services. ValueFirst provides a unique, end-to-end, global carrier-grade mobile data service.ValueFirst acts as a MVNO.