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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T.

COLGATE AND PEPSODENT IN NAGPUR

INTRODUCTION

TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA

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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR

INTRODUCTION

Toothpaste:Toothpaste industry has grown immensely in the Indian scenario. There is a lot of competition in the industry mainly between two major players Colgate and HLL .The companies are coming up with new schemes as well as products to lure the customers. The usage of toothpaste has grown because of the lifestyle and the way the individuals are living i.e. more awareness about health. The earliest known reference to toothpaste is in a manuscript from Egypt in the 4th century A.D., which prescribes a mixture of powdered salt, pepper, mint leaves, and iris flowers. The Romans used toothpaste formulations based on human urine. Since urine contains ammonia, it was probably effective in whitening teeth. An 18th century American toothpaste recipe containing burnt bread has been found. Another formula around this time called for dragon's blood, cinnamon, and burnt alum. However, toothpastes or powders did not come into general use until the 19th century. In the early 1800s, the toothbrush was usually used only with water, but tooth powders soon gained popularity. Most were homemade, with chalk, pulverized brick, and salt being common ingredients. An 1866 Home Encyclopedia recommended pulverized charcoal, and cautioned that many patented tooth powders then commercially marketed did more harm than good. By 1900, a paste made of hydrogen peroxide and baking soda was recommended. Pre-mixed toothpastes were first marketed in the 19th century, but did not surpass the popularity of toothpowder until World War I. In New York City in 1896, Colgate & Company manufactured toothpaste in the first collapsible tube, similar to that recently introduced for artists' paints.

TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA

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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR

Fluoride started to be added to toothpastes in the 1950s. Countries limit and suggest different amounts acceptable for health. Much of Africa has a slightly higher percent than the US. Toothpaste is most commonly sold in flexible tubes, though harder containers are available. The hard containers stand straight up, availing more of the toothpaste and saving shelf space. Many Multinational Companies entered in the business of Toothpaste world but there are two major toothpaste brand that are famous than any other product in this world i.e. Colgate and
Pepsodent.

TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA

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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR

Colgate:Colgate-Palmolive is a $13.8 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. Colgate focuses on strong global brands in its core businesses— Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate is delivering strong global growth by following a tightly defined strategy to increase market leadership positions for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food. Colgate– Palmolive Company which is an America based Multinational Corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). The company's corporate offices are on Park Avenue in New York City. William Colgate, a soap and candle maker opened up a, soap and candle factory on Dutch Street in New York City under the name of "William Colgate & Company". In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap.

TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA

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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR

Colgate Dental Cream

Colgate Total 12

Colgate Sensitive

Colgate Max Fresh

Colgate Kids Toothpaste

Colgate Fresh Energy Gel

Colgate Herbal

Colgate Cibaca Family Protection

TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA

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ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR  Colgate Advanced Whitening  Colgate Active Salt  Colgate Whitening TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 6 .

Indonesia. Pepsodent advertisements spotlighted the toothpaste's distinguishing features.). an ingredient found in some varieties of tea and such soft drinks as root beer and sarsaparilla. Today Pepsodent is a ―value brand‖ marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. and several other countries. It was formerly owned by Unilever (but. Chile. COLGATE AND PEPSODENT IN NAGPUR Pepsodent:Pepsodent is a brand of toothpaste with a wintergreen flavor. sales of Pepsodent plummeted.R. since 2003. Pepsodent was a very popular brand before the mid '50s. by Church and Dwight in USA. Advertisements also pointed out the presence of irium (otherwise known as sodium lauryl sulfate) as a mechanism for fighting tooth decay. and to an ingredient known as IMP for preventing tooth decay. Pepsodent is still sold as a Unilever property in India. Finland. and Colgate's eponymous product. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 7 . It had a minty flavor that was derived from sassafras.T. but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble.

COLGATE AND PEPSODENT IN NAGPUR  Complete + Gum Care  Complete 12 Pepsodent  Herbal Pepsodent  Pepsodent Milk Teeth Orange  Pepsodent Milk Teeth Strawberry  Pepsodent Sensitive TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 8 .R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.

COLGATE AND PEPSODENT IN NAGPUR  Pepsodent Whitening  Pepsodent Cavity Prevention TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 9 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T. COLGATE AND PEPSODENT IN NAGPUR OBJECTIVES TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 10 .R.

To evaluate the pricing policies of both products.R. 5. To calculate the market share and analyze the marketing strategies of both these brands in Nagpur.T. 3. 4. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 11 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. 2. To study the various distinguishing factors of these two products. To study the market of toothpaste products in Nagpur city. To check the customer preference between Colgate and Pepsodent toothpastes. COLGATE AND PEPSODENT IN NAGPUR OBJECTIVE OF STUDY:- 1.

COLGATE AND PEPSODENT IN NAGPUR SCOPE OF THE STUDY TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 12 .R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.

To project will study the effectiveness of the strategies opted. 3.R. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 13 . This study is an analysis of the strategies opted by both the companies: Colgate and Pepsodent to retain its customer and its effectiveness. COLGATE AND PEPSODENT IN NAGPUR SCOPE OF THE STUDY:- 1. The study will cover the promotional activities carried out by Colgate and Pepsodent.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T. 2.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R. COLGATE AND PEPSODENT IN NAGPUR LIMITATIONS TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 14 .T.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. 3. Time period for the study of the project is limited.R. 2. COLGATE AND PEPSODENT IN NAGPUR LIMITATIONS OF THE STUDY:- 1. Finance is available in limited amount. The study is limited to the area of Nagpur. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 15 .T.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.T. COLGATE AND PEPSODENT IN NAGPUR RESEARCH METHODOLOGY TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 16 .

T. COLGATE AND PEPSODENT IN NAGPUR RESEARCH METHODOLOGY:- Research is the process whereby the researcher arrives at logical and practical solutions to the defined problems. making deductions and additions. reaching conclusions. The sources of Primary Data includes: Direct Personal Interview  Interview  Drafting a Questionnaire TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 17 . feasibility and the purpose of the study as well as the availability of the resources and time.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. METHODS OF DATA COLLECTION Collection of data is the gathering of information for the subject matter under study of the enquiry to be taken.R. Research is the defining of problems. and then assessing the conclusions to determine whether they fit the hypothesis. organizing and evaluating data. formulation of the hypothesis. and the methods to be decided generally depends on the nature. They are collected by the researcher for the first time for his own use. which are collected for the first time. The data collection can be grouped under two types:  Primary Data Secondary Data  PRIMARY SOURCES:Primary data are those.

both the structured and the unstructured interview techniques should be used so that the interview is successful.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. Direct Personal Interview requires face-to-face contact with the respondent. This type of investigation is normally not widespread and investigation is done in a particular locality. Interview can be of two types such as:. An interview is always pre-planned and is important source of data collection as the interviewer can obtain a lot of required information by depicting the level of understanding of the interviewee. The researcher has to ensure that the questionnaire is relevant. COLGATE AND PEPSODENT IN NAGPUR  DIRECT PERSONAL INVESTIGATION:This is that method wherein the researcher goes and collects data by himself instead of engaging another person.  INTERVIEW METHOD:An interview is an extremely effective method of gathering information. While filling the questionnaire the interviewer the interviewer has absolutely no involvement. In practice.T. Other interviewing techniques include structured or unstructured method. The researcher should design the questionnaire keeping in mind what exactly he wants to know from the respondents. A questionnaire is generally mailed or handed to the respondent fills the questionnaire as per his viewpoint. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 18 . which is relevant to the subject under enquiry and to the respondent.R. The questionnaire should be designed in a manner. Questions should not be ambiguous.Direct Personal Interview and the Telephonic Interview. The interview in which the questions to be asked are decided in advance and where the nature and the pattern in which the questions are asked are standardized. it is known as structured interview.  QUESTIONNAIRE METHOD:Another method of data collection is the survey that consists of asking questions to a section of people. Telephonic interview can be used as a follow-up of a mailed question and is fairly used to carry out on the actual interview.

written. The sources of Secondary Data include: Books  Websites  Journals  Company Records  BOOKS:A book is a collection of papers or other material with texts. which have already been collected with some other view in mind. A book is called a monograph to distinguish it from serial periodicals such as magazines. thereby saving time and money. Close ended questions have answers that are easy to code and sometimes this can be done right from the questionnaire. bound together along one edge. Here the respondent is expected to answer adequately.T. COLGATE AND PEPSODENT IN NAGPUR Questionnaires can be of two categories. They are collected for serving the objectives other than what the researcher might have in his mind. They are those. Open ended questionnaires are other type of mailed questionnaires. on them. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 19 .R. When it is not possible to collect data in primary form the researcher may take the help of secondary data. in detail or to clarify an answer.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. pictures. within covers. journals or newspapers.  SECONDARY DATA:Secondary data are those. which have already been collected by others. close ended and open ended.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. a business or an organization and is depicted to some particular topic or purpose. COLGATE AND PEPSODENT IN NAGPUR  WEBSITES:A website may be the work of an individual. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 20 .  COMPANY RECORDS:Company records are those. records relating to employees and correspondence files. accounts. In academic use.T. brochures of products. share registers. such as magazines or the record of the transactions of a society. minute book. most often reviewed in advance. are often called journals.  JOURNALS:Many publications issued at stated intervals. scholarly publication. Websites are written in or dynamically converted to HTML (Hyper Text Markup Language) and are accessed using a software program called a web browser also known as an HTTP client. which contain information about the company such as journals. a journal refers to serious.R. cashbook. ledgers.

COLGATE AND PEPSODENT IN NAGPUR DATA ANALYSIS TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 21 .R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.

publicity and sale promotion etc.R. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. It is producing & introducing the products especially for the kids. It also educating Children by b slogan ―Stronger say bhe Strong. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its new product. ColgatePalmolive is promoting kids products by labeling the cartoon Characters like Looney tunes. Colgate has done in the past and still doing at the moment.e. Barbie. Barney and many more which are being loved by the children.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. By this Colgate strongly focuses on different promotional strategies i. mass selling. COLGATE AND PEPSODENT IN NAGPUR Colgate Marketing Strategies:- Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate is very popular among young kids just because of its perfect promotion.T. Mera Colgate‖ TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 22 . Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. advertising.

Colgate is not only using the traditional advertising media for its Promotion. Colgate also promotes its product by sales Promotion to attract its customers to use the product. COLGATE AND PEPSODENT IN NAGPUR Colgate has also launched new ‗Colgate Active Salt‘ for which the company is emphasizing on the content of salt in its toothpaste which is considered healthy for the teeth. Colgate introduces the product at low prices according to the quantity and to facilitate its customer. its mission being ―Zero Tooth Decay‖. newspaper etc.e. internet etc. because a large number of people are using the internet. The program involved 10.5 lakh children from 190 schools across 7 cities. The Company observed October 2008 as ―Oral Health Month‖ (OHM) in association with the Indian Dental Association. So. So.000 dentists spread across 200 towns.T. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 23 . which helps a lot to establish the product image as well as company image in the minds of customers. TV. It is rightly successful to capture the mass market. Colgate‘s positive Promotion effect on the product as well as company. Sometimes. However it is also using the b electronic advertising media i. Colgate is promoting this product by signing ‗Lara Dutta‘ as its brand ambassador and going at consumers home and asking them about their product and giving them the Active Salt toothpaste samples.R.e.. Colgate‘s unique ―Little Dentist‖ program covered 1.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. Through the strong promotion by the media i. Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. we can say that the Colgate is the product of mass selling. OHM covers a wide spectrum of activities designed to spread oral health awareness and good oral hygiene practices. which effect positively on the Colgate‘s end customer or consumer. radio.

happiness. Colgate also focuses mainly on the following factors at the time of packaging.  Blue:- Research process. generosity. wealth (gold). freshness. and agility of company. Package design has been an important and constantly evolving phenomenon for dozens of years. exciting. and has been an industry leader in the continuous use of a type of post-consumer recycled plastic known as PET. love. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 24 .  Red:- Strength. They have used following colors: White:- Classic color.R. COLGATE AND PEPSODENT IN NAGPUR Packaging:The packaging and labels can be used by marketers to encourage potential buyers to encourage buyers to purchase the product.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. hope.  Green:- Nature. environment.  Reducing the Environmental Impact of Packaging: Colgate is always looking for ways to minimize the impact of its packaging on the environment.T. natural color. sophistication. Colgate uses attractive packaging which visible it from competitors‘ brand. active. youth. innovation.  Yellow:- Sunlight. power. energy. good luck. peace and calmness. spring. accurate background. excitement leadership. joy.

toothpaste quality and packaging integrity.R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. in Latin America:   The tube weight reduction resulted in 1. Recycle— increase the use of recycled materials and convert to more recycling-friendly materials. the packaging reductions resulted in over 30% reduction in consumption of energy and natural resources. From 2000 to 2008. The cap weights were reduced in 2008.  Reducing Material in Toothpaste Tubes:- Colgate continues its effort to reduce the amount of material in its toothpaste tubes while maintaining the required dispensing performance. Remove secondary and tertiary packaging where possible.150 metric tons of savings in 2006 and 2007. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 25 . Reuse/Refill— design packages to be reusable and focus on refill package development. resulting in an annual savings of 400 metric tons of plastic.T. For example. COLGATE AND PEPSODENT IN NAGPUR  Global sustainability packaging strategy focuses on the 4 Rs: Reduce the weight of the packaging where feasible. Colgate's progress in this area was recognized as a "Sustainability Success Story" by a major retail customer.

R. The relaunch campaign in October 2003 widened the context to "sweet and sticky" food and leveraged the truth that children do not rinse their mouths every time they eat. Pepsodent connects directly with kids and their parents.T. Pepsodent also includes a range of toothbrushes. in October 2002. As a follow-up.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. demonstrating that this makes their teeth vulnerable to germ attack. Pepsodent offered Dental Insurance to all its consumers to demonstrate the confidence the company has in the technical superiority of the product. Pepsodent has always worked in the direction of an overall awareness of dental health. Pepsodent's most recent campaign aims at educating consumers on the need for germ protection through the night. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 26 . COLGATE AND PEPSODENT IN NAGPUR Pepsodent:- Pepsodent packs included a Germ Indicator in February-May 2002. which allowed consumers to see the efficacy in fighting germs for themselves.

Going forward.R. the international organization which represents nearly one million dentists globally. It will also involve schoolteachers and rural health workers working to educate children about the benefits of better oral health and hygiene. Unilever and FDI. live demonstrations with audio-visual aids and the distribution of oral health educational materials. This project is part of a wider global collaboration between Pepsodent‘s parent company.T. The new partnership in India will build on existing programmes that Pepsodent and the IDA have been running in schools targeting behavior change amongst children.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR Pepsodent. The Oral Health initiative will feature many practical elements including dental check-ups. and particularly night brushing amongst children. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 27 . Unilever‘s leading oral care brand. recently announced its collaboration with the Indian Dental Association (IDA) in conjunction with World Dental Federation (FDI) to help improve the oral health and hygiene standards in India. the programme will focus on increasing awareness of good oral habits and concentrate on the importance of twice daily brushing.

T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R. not just packaging in isolation. reuse and recovery rates of the materials as used in a particular region. Some energy is always required to make packaging and some waste is inevitable even with highly effective reuse and recycling schemes. In 2007 the company created a Sustainable Packaging Steering Team to define a strategy.  Assessment via our new vitality metric. social and economic considerations. COLGATE AND PEPSODENT IN NAGPUR Packaging:Their approach towards responsible packaging seeks to take into account environmental.  Use of leading-edge design techniques and choice of materials to minimize impacts. which covers the waste generated– taking into account all the different kinds of packaging a product requires. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 28 . Achieving truly sustainable packaging is a complex challenge. It also takes into account an estimate of the recycling. The approach is based on three elements:  Consideration of the whole product. This team is building on the work already carried out over the past few years by the Unilever Packaging Group.

unnecessary layers of packaging such as outer cartons and shrink-wrap film.R. where possible.T.  Enhancing design:Innovative packaging design can minimize the environmental impact of packaging itself.  Renew: to maximize the proportion of packaging from recycled and renewable resources and to investigate the technical feasibility of biodegradable and compostable materials. While this is an encouraging picture for Europe.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. the situation in other regions can be very different as sustainable forestry practices differ greatly. But it can also enhance a product's lifecycle impacts. COLGATE AND PEPSODENT IN NAGPUR More on the five guiding principles: (4R)  Remove: to eliminate. They estimate that most of the paper purchased for European business comes either from recycled material or sustainably managed forests.  Sustainable paper sourcing:A significant proportion of packaging relies on paper.  Reduce: to reduce the material we use in our packages and ensure they are the optimal size and weight for their contents.  Reuse: to reuse packaging from the materials we receive at our factories.  Litter in the developing world:- TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 29 . For example.  Recycle: to increase the use of recyclable and single-material components in packaging for easy sorting and recycling at the end of its use. effective packaging can reduce product leakage and consequent waste during transportation.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T. Work with others to explore economic models which create incentives for collection and reuse of our packaging.use products. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 30 . COLGATE AND PEPSODENT IN NAGPUR A particular concern is the volume of sachets we use to package single.R. Support litter awareness programmes. especially in developing and emerging markets. The approach is to:    Implement design improvements to create sachets that use less material or material with less environmental impact. These may end up as litter where there are no appropriate disposal facilities.

COLGATE AND PEPSODENT IN NAGPUR MARKET SURVEY Q.T.1:.R.Which brand do you prefer for toothpaste? Product preferred by consumers 17 28 55 Colgate Pepsodent Other TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 31 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.

COLGATE AND PEPSODENT IN NAGPUR Q.2:.R.T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.How often do you brush your teeth? Times Brushing 7 17 Once a Day Twice a Day Thrice a Day 76 TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 32 .

From where did you receive information about the product? Source of information about the product 6 9 Television Newspapers Magazines 81 Billboards 4 TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 33 .T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.3:. COLGATE AND PEPSODENT IN NAGPUR Q.R.

COLGATE AND PEPSODENT IN NAGPUR Q.4:.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.Rate the parameters of products on 5: 95 90 85 Colgate Pepsodent 80 75 70 Quality Effectiveness TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 34 .R.

Which product do you think is priced accurately? Pricing 29 Colgate 71 Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 35 .5:.T.R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR Q.

6:.R.T.Which product delivers what is promised? 78 80 70 60 50 40 30 20 10 0 Satisfied 69 31 Colgate Pepsodent 22 Pepsodent Colgate Unsatisfied TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 36 . COLGATE AND PEPSODENT IN NAGPUR Q.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.

7:. COLGATE AND PEPSODENT IN NAGPUR Q.R.T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.Out of the two which provides better offers? The Brand that offers better offers and discounts 32 Colgate 68 Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 37 .

T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.Which product according to you has better marketing strategies? Better Marketing Strategies 41 59 Colgate Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 38 .R. COLGATE AND PEPSODENT IN NAGPUR Q.8:.

COLGATE AND PEPSODENT IN NAGPUR Q.Product Results: 90 80 70 60 50 40 30 20 10 0 Poor Satisfactory Good Excellent Colgate Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 39 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.9:.R.

COLGATE AND PEPSODENT IN NAGPUR Q.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.10:.T.R.Which product has better taste? Taste 37 63 Colgate Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 40 .

T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR Q.Which product is long lasting throughout the day? Long Lasting 43 57 Colgate Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 41 .11:.R.

R. COLGATE AND PEPSODENT IN NAGPUR Q.12:.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.Which toothpaste has attractive packaging according to you? Attractive Packaging 23 Colgate Pepsodent 77 TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 42 .T.

T.R.Which attribute do you look for when buying toothpaste? Attributes while buying toothpaste 9 18 38 Healthy Teeth & Gums Long Lasting Freshness Whiteness 35 Use of Natural Herbs TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 43 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR Q.13:.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR FINDINGS TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 44 .T.R.

R.T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR FINDINGS:- TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 45 .

COLGATE AND PEPSODENT IN NAGPUR Following is the result of the survey conducted in the market about Colgate & Pepsodent:- 1. The chart we can see that majority of people brushes their teeth twice a day. 7. The graph showed that according to consumers. so both give near competition to each other. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 46 . It is found that 55% of people interviewed prefer the brand Colgate and 28% prefer the brand Pepsodent. 2. 5. 71% of people think that Colgate has priced its products accurately than that of Pepsodent. The chart makes clear that Television is the best medium for advertising toothpastes products. 6. whereas Pepsodent is much more effective than Colgate. 9. while 17% once a day. 10. 8. The graph indicated that Colgate provides better offers than Pepsodent. 3.T. The graph indicates that 59% people think that marketing strategies of Colgate are better whereas 41% think that Pepsodent has better strategies. We can infer that people using Colgate are much more satisfied with the product than the people using Pepsodent. The marketing strategies of both the companies are good.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. 4. The graph makes clear that quality of Colgate is much better than Pepsodent. products of Colgate give better results than that of Pepsodent. 63% of people interviewed find the taste of Colgate better than Pepsodent.R.

12. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 47 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.R. 77% people think that Pepsodent has much attractive packaging than Colgate. 13. COLGATE AND PEPSODENT IN NAGPUR 11. Maximum number of people wants healthy teeth and gums and long lasting breathe before buying a toothpaste. 66% of people interviewed find Colgate toothpaste much more long lasting than Pepsodent toothpaste.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. COLGATE AND PEPSODENT IN NAGPUR CONCLUSION TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 48 .R.T.

So it has become very necessary for the consumers to understand the Indian consumers very well. COLGATE AND PEPSODENT IN NAGPUR CONCLUSION:The toothpaste industry is going to be more competitive in the near future. Different distribution channels are used to cater to the different segments of the consumers.T. Pricing becomes a major tool of marketing mix as the products should not only be affordable but also should provide value for paid money. Place or distribution channel also plays an important role as the right product should be available to the customer at the right time. Promotion helps in creating awareness about the product and its features. So we are going to see a market which is going to heat up in the near future where mainly two major players Colgate and HLL will fight the war.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 49 .Economic factor of the target consumers. So the main mantra for the companies to be successful is to satisfy the consumers and develop brand image and brand loyalty amongst them.R. Promotional activities are also going to play an important role that should to be for both retailers and consumers. Attempt is made to make it available at convenient places. The profit margin is going down over the year and going to be continuing for the future also. The Pricing strategy should be planned by taking into consideration the socio. So in the future the companies who come up with new products at competitive prices and with good quality are going to the successful one. Without a sound promotion strategy the right message cannot be communicated to the consumer which can lead the consumer to make wrong perception about the product.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R. COLGATE AND PEPSODENT IN NAGPUR RECOMMENDATIONS TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 50 .T.

in order to overcome this problem. so Pepsodent should come up with branding strategies to counter-attack Colgate‘s brand image.T.R. sales promotion activities. very few of them said Newspaper. The advertisement should be given in local newspapers in the features targeted consumers. marketing personnel must promote their different products by conducting various programmes. So if the Company wants to promote their products at local level. many told Television. and sponsoring various programmes.  It was observed that people were unaware about the various products of both the brands. for the betterment of the Company.   The packaging of Colgate is substandard. Magazines and friends. it should work upon the packaging more The basic target of Toothpastes is the urban mass. etc. TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 51 .ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.  Colgate has its own strong market of toothbrushes but Pepsodent toothbrush market is weak.  Colgate‘s brand image in the market is very strong.  Pepsodent should introduce products like liquid mouth fresheners like Colgate has introduced Colgate Plax and should also come with sugar free toothpastes. COLGATE AND PEPSODENT IN NAGPUR RECOMMENDATIONS:-  When the media from which customers‘ got information was asked. but to capture a larger market share it should popularize more in rural areas through affordable costs. advertisement.

COLGATE AND PEPSODENT IN NAGPUR REFERENCES AND BIBLIOGRAPHY TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 52 .T.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.R.

www.hul.R.in 2.colgate.in 3. www.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.co. COLGATE AND PEPSODENT IN NAGPUR REFERENCES AND BIBLIOGRAPHY:- WEBSITES:1.co.wikipedia.org TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 53 . www.

T. COLGATE AND PEPSODENT IN NAGPUR ANNEXURE TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 54 .R.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.

3:.Rate the parameters of products on 5: Colgate Quality Effectiveness Pepsodent Quality Effectiveness - TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 55 . COLGATE AND PEPSODENT IN NAGPUR ANNEXURE QUESTIONNAIRE (CUSTOMER SURVEY FORMAT) Name: Q.R.T.From where did you receive information about the product?  Television  Newspapers  Magazines  Billboards Q.1:.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.2:.How often do you brush your teeth?  Once a day  Twice a day  Thrice a day Age: - Occupation:- Q.Which brand do you prefer for toothpaste?  Colgate  Pepsodent  Others Q.4:.

8:.Which product do you think is priced accurately?  Colgate  Pepsodent Q.9:.7:.11:.Which product is long lasting throughout the day?  Colgate  Pepsodent TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 56 .Which product according to you has better marketing strategies?  Colgate  Pepsodent Q.R.Which product delivers what is promised?  Colgate  Pepsodent Satisfied Satisfied Unsatisfied Unsatisfied Q.Out of the two which provides better offers?  Colgate  Pepsodent Q.Product Results:  Colgate  Pepsodent Poor Poor Satisfactory Satisfactory Good Good Excellent Excellent Q.ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.6:.5:.10:. COLGATE AND PEPSODENT IN NAGPUR Q.T.Which product has better taste?  Colgate  Pepsodent Q.

ANALYSIS OF EFFECTIVENESS OF MARKETING ACTIVITIES ADOPTED BY TOOTHPASTES BRAND W.T.12:.Which toothpaste has attractive packaging according to you?  Colgate  Pepsodent Q.R.Which attribute do you look for when buying toothpaste?  Healthy teeth and gums  Long lasting freshness  Whiteness  Use of natural herbs TIRPUDE INSTITUTE OF MANAGEMENT EDUCATION | SUBMITTED BY:-NIBEDITA BHATTACHARYYA 57 .13:. COLGATE AND PEPSODENT IN NAGPUR Q.

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