Colgate Palmolive: Digital services in the area of oral care

  • Semester

    1. Semester

  • Supervisor

    Dr. Gabriela Rieck

  • Partner

    Colgate-Palmolive

  • Website

    www.colgatepalmolive.de/

  • Course

    Media and Communication Management

Colgate Palmolive: Digital services in the area of oral care
How do we digitalise dental care? In which areas do consumers seek further services? And in which way could advisory services enhance customer loyalty and retention?

Supervised by Dr. Gabriela Rieck, the goal of the practice cooperation between Macromedia University and Colgate-Palmolive Germany was to identify new touchpoints between the brands Colgate, Elmex and Meridol, in order to strengthen the customer loyalty and sales.

With this intention and on the basis of a detailed customer briefings, the first step for the master students was to implement a market research and analysis of the user habits. With the help of different creative methods, the students then split into teams to generate communication concepts and measure ideas for each of the three brands.

The final presentation took place at the corporate headquarters and the Marketing Managers were highly impressed by the creative solutions designed by the students.

“Versatile and highly relevant to the current times,” the jury commented.
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Colgate Palmolive: Digital services in the area of oral care
Colgate Palmolive: Digital services in the area of oral care
Colgate Palmolive: Digital services in the area of oral care
Colgate Palmolive: Digital services in the area of oral care
Colgate Palmolive: Digital services in the area of oral care
Colgate Palmolive: Digital services in the area of oral care

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