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:-
=95 Secure information transfer and reliable enterprise grade
infrastructure
=95 Operator and handset independent
=95 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.
=95 Web-services can be configured with short-code mobile messaging
for receiving dynamic responses through sms.
=95 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
