Colgate-Palmolive - Lauren Keller Welshanslauren.welshans.me/sites/default/files/downloads/Palmolive... · Colgate-Palmolive Packaging Challenge ... Shelf Audit Opportunities & Threats

Colgate-Palmolive Packaging Challenge

Aditya Nallur Packaging ScienceCourtenay Cooper Packaging ScienceDaniela Caicedo Graphic DesignLauren Keller Graphic DesignTerra McAndrew Industrial DesignTiffany Hwang Industrial Design

Agenda

Agenda

1 Packaging Goals

2 Current Branding Shelf Audit Opportunities & Threats

3 Proposed Package Embrace Bottle Blue Sky Bottle

4 Further Recommendations Retail Considerations Flexible Refill Pouch

Packaging Goals

• Maintain and extend brand

• Add foaming dispenser

• Add the ‘WOW factor’

• Increase believability that new product is safe and effective on dishes and kitchen surfaces

• Launch new product in stages to reduce manufacturing change over (one dispenser)

• Add value for retailer

1 Packaging Goals

Shelf Audit

Cleaning Products aisle Dish Soap aisle

2 Current Brand

Competition on the Shelf

Dawn Foaming Soap

Other Dawn Dish Soaps

Palmolive Dish Soaps

Store Brand Soaps (Wegmans)

Method Dish Soap

2 Current Brand

+ Strong, recognizable brand

+ Embrace bottle is a nice feminine shape

+ One of the leading dish soap brands

+ Well trusted brand and products

- Current logo could benefit from an update

- The star burst is very common in the cleaning aisle

- Bottle can get slippery

- Unsure how much product to use and can be difficult to control or dispense

Current Brand

2 Current Brand

Opportunities

• New product in the market with little competition

• Opportunity to strengthen brand by successful product launch

• Increase consumer value by reducing need for multiple cleaners

• Makes cleaning the kitchen more efficient

Threats

• New dispenser may make product more expensive

• Competitors: Dawn foamer

• Low believability in foaming soap for dishes and surfaces

Opportunities & Threats

2 Current Brand

Concept Sketches

3 Proposed Packaging / Embrace

Concept Sketches

3 Proposed Packaging / Embrace

Complete Kitchen Graphics

3 Proposed Packaging / Embrace

Complete Kitchen Graphics

3 Proposed Packaging / Embrace

Embrace Bottle Dispenser Mock Ups

3 Proposed Packaging / Embrace

Embrace Bottle Dispenser

3 Proposed Packaging / Embrace

Embrace Bottle: Complete Kitchen

3 Proposed Packaging / Embrace

Embrace bottle on the shelf

3 Proposed Packaging / Embrace

CAPE Considerations

3 Proposed Packaging / Embrace

12 Bottles per Case 14 Cases per Layer

168 Bottles per Layer

6 Layers per Load

84 Cases per Load

1008 Bottles per Load

Walmart Scorecard: Current Products

3 Proposed Packaging / Blue Sky

25 oz Embrace

0.000166627 0.253086618 0.253086618 0.253086618 0.654672 0.201302004 13.701698726 0.746419304 9.70

20 oz Embrace

0.000172810 0.270568337 0.270568337 0.270568337 0.723307 0.211043560 14.315625732 0.732952344 7.80

Green Works

0.000186334 0.295432346 0.295432346 0.295432346 0.6946 0.226770876 15.087782584 0.722871079 6.70

Dawn Liquid

0.000211786 0.328754165 0.328754165 0.328754165 0.725280 0.256550592 17.591668311 0.738786420 4.40

Method Dish

0.000354547 0.536860218 0.536860218 0.536860218 0.808336 0.440778715 33.651432388 0.777606650 2.40

Dawn Foam

0.000472099 0.701874164 0.701874164 0.701874164 0.824527 0.593692039 47.446335889 0.800123084 0.50

Green

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Emiss

ions f

rom

Pack

age

Producti

on (15%

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Susta

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ater

ial

(15%

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Avera

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to

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sport

Mat

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(10%

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Product

to Pa

ckag

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Ratio

(15%

)

Cube Util

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n (15%

)

Recyc

led C

ontent (

10%

)

Recove

ry (1

0%)

Non-Ren

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(5%

)W

eighte

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Blue Sky Inspiration

3 Proposed Packaging / Blue Sky

Blue Sky Sketches

3 Proposed Packaging / Blue Sky

Blue Sky Sketches

3 Proposed Packaging / Blue Sky

Blue Sky Mock Ups

3 Proposed Packaging / Blue Sky

Blue Sky Bottle

3 Proposed Packaging / Blue Sky

Blue Sky Bottle Graphics

3 Proposed Packaging / Blue Sky

Blue Sky Bottle

3 Proposed Packaging / Blue Sky

Blue Sky Bottle On Shelf

3 Proposed Packaging / Blue Sky

Blue Sky Materials

3 Proposed Packaging / Blue Sky

Bottle Type: PET

Dispenser System: Polypropylene

Wall Thickness: 0.02 inches

Bottle Manufacturing Process: Injection Blow Molding

Dimensions: 3.85” x 2.8” x 8.9”

Blue Sky CAPE Considerations

3 Proposed Packaging / Blue Sky

12 Bottles per Case 12 Cases per Layer

144 Bottles per Layer

6 Layers per Load

72 Cases per Load

864 Bottles per Load

Walmart Scorecard: Blue Sky vs. Current

3 Proposed Packaging / Blue Sky

Blue Sky X 0.000160033 0.247265040 0.247265040 0.247265040 0.57893 0.200922922 14.917478721 0.763693159 9.5556

Blue Sky Y 0.000162381 0.251681411 0.251681411 0.251681411 0.591711 0.205966927 15.491183554 0.766757139 8.2778

25oz Embrace 0.000166627 0.253086618 0.253086618 0.253086618 0.654672 0.201302004 13.701698726 0.746419304 8.1667

20oz Embrace 0.000172810 0.270568337 0.270568337 0.270568337 0.723307 0.211043560 14.315625732 0.732952344 7.0

Green Works 0.000186334 0.295432346 0.295432346 0.295432346 0.6946 0.226770876 15.087782584 0.722871079 6.2778

Dawn Liquid 0.000211786 0.328754165 0.328754165 0.328754165 0.725280 0.256550592 17.591668311 0.738786420 4.8889

Complete Kitchen

0.000233880 0.334617988 0.334617988 0.334617988 0.732330 0.276350958 20.153633031 0.788629963 3.5556

Blue Sky Z 0.000249813 0.376380774 0.376380774 0.376380774 0.744134 0.313443701 24.149725083 0.785873812 2.6111

Method Dish 0.000354547 0.536860218 0.536860218 0.536860218 0.808336 0.440778715 33.651432388 0.777606650 1.6667

Dawn Foam 0.000472099 0.701874164 0.701874164 0.701874164 0.824527 0.593692039 47.446335889 0.800123084 0.50

Green

house G

as

Emiss

ions f

rom

Pack

age

Producti

on (15%

)

Susta

inab

le M

ater

ial

(15%

)

Avera

ge Dist

ance

to

Tran

sport

Mat

erial

(10%

)

Product

to Pa

ckag

e

Ratio

(15%

)

Cube Util

izatio

n (15%

)

Recyc

led C

ontent (

10%

)

Recove

ry (1

0%)

Non-Ren

ewab

le En

ergy

(5%

)W

eighte

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Retail Shelf Talkers (Aisle Violator)

4 Further Recommendations / Aisle Violator

Flexible Refill Pouch

4 Further Recommendations / Refill Pouch

Refill Pouch CAPE Considerations

4 Further Recommendations / Refill Pouch

6 Pouches per Case 12 Cases per Layer

72 Pouches per Layer

4 Layers per Load

48 Cases per Load

576 Pouches per Load

Walmart Scorecard: Refill Pouch

4 Further Recommendations / Refill Pouch

CK Refill 0.000082464 0.174494446 0.174494446 0.174494446 0.687610 0.117491975 7.890479844 0.601759603 9.550

Blue Sky X 0.000160033 0.247265040 0.247265040 0.247265040 0.57893 0.200922922 14.917478721 0.763693159 8.80

Blue Sky Y 0.000162381 0.251681411 0.251681411 0.251681411 0.591711 0.205966927 15.491183554 0.766757139 7.650

25oz Embrace 0.000166627 0.253086618 0.253086618 0.253086618 0.654672 0.201302004 13.701698726 0.746419304 7.550

20oz Embrace 0.000172810 0.270568337 0.270568337 0.270568337 0.723307 0.211043560 14.315625732 0.732952344 6.350

Green Works 0.000186334 0.295432346 0.295432346 0.295432346 0.6946 0.226770876 15.087782584 0.722871079 5.70

Dawn Liquid 0.000211786 0.328754165 0.328754165 0.328754165 0.725280 0.256550592 17.591668311 0.738786420 4.450

CK Bottle 0.000233880 0.334617988 0.334617988 0.334617988 0.732330 0.276350958 20.153633031 0.788629963 3.250

Blue Sky Z 0.000249813 0.376380774 0.376380774 0.376380774 0.744134 0.313443701 24.149725083 0.785873812 2.40

Method Dish 0.000354547 0.536860218 0.536860218 0.536860218 0.808336 0.440778715 33.651432388 0.777606650 1.550

Dawn Foam 0.000472099 0.701874164 0.701874164 0.701874164 0.824527 0.593692039 47.446335889 0.800123084 0.50

Green

house G

as

Emiss

ions f

rom

Pack

age

Producti

on (15%

)

Susta

inab

le M

ater

ial

(15%

)

Avera

ge Dist

ance

to

Tran

sport

Mat

erial

(10%

)

Product

to Pa

ckag

e

Ratio

(15%

)

Cube Util

izatio

n (15%

)

Recyc

led C

ontent (

10%

)

Recove

ry (1

0%)

Non-Ren

ewab

le En

ergy

(5%

)W

eighte

d Score

Thank you!Questions?