Repositioning Colgate Products Through Consumer Behavior Insight

Anshika joined Colgate-Palmolive as a Business Developer with responsibility that also included inventory management. The role put her directly on the shop floor, where she began observing a pattern: a product with stronger value-add was being consistently overlooked in favor of a more heavily advertised competitor product.

The better product was not at eye level. Customers were not bending down or reaching up for it, and without advertising support, there was no other mechanism pulling their attention toward it. She recognized that positioning and visibility were driving purchase decisions more than product quality in this context.

She also noticed a demographic split in shopping behavior. Younger customers were largely guided by what they had seen on social media, making eye-level placement less relevant for them. Mid-30s to mid-40s customers, however, were strongly influenced by what was at eye level and what they could read easily. This segmentation shaped how she approached the shelf redesign.

Her team repositioned the product to eye level, added visible in-store signage, and adjusted placement seasonally as the customer demographic mix shifted. The result was improved visibility and a measurable shift in sales toward the better-value product.