Section-A :-

Introduction :-

In this assigment we have taken two products . One from FMCG, that is Colgate Toothpaste
and the other one is Nokia Mobile, from consumer durable.We will be studying the “Value
Proposition” of these two products . We have also taken Pepsodent tooth paste and Samsung
Mobile respectively as the immediate competetors of the above brands to compare the “Value
Proposition”.

Brief note on the Type,Brand & Products.

What are FMCG Products ?

FMCG means Fast Moving Consumer Goods, which are used by large number of people and
they are basic needs of people. As it is used regularly and are basic need products, there is a
repeat purchase on a regular basis. The products are not durable. They last for a short period or
their validity is very little and are perishable in nature. These are very common product.

The FMCG product that we have chosen for our assignment is Colgate Toothpaste. We have
selected this product beacause we start the day with colgate toothpaste. We use Colgate
everyday to brush our teeth for the past 20 years. Colgate is the paste which provides the
highest number of varieties. They have paste for different kinds of oral problems. They are
easily available in all the shops. The size ranges from 20gm onwards and the price starts from
Rs. 5 only. It is very widely used by the people and when we talk about a toothpaste people
understands colgate. And Pepsodent tooth paste is the immediate competative brand chosen for
comparing with our brand.Pepsodent is a product of Hindustan Unilever Ltd and slowly taking
up large market share of toothpaste markket in India.It is also widely used in India & has a
number of varites.

Colgate Tooth Paste :-

Colgate tooth paste is a product of Colgate Palmolive Ltd.

Colgate Palmolive produced its first tooth paste in tube in 1896 in New York and has been their
for more than 100 years in the toothpaste market. Colgate has got a market penetration of around
50% in India. 75% of urban people use colgate and its rural market penetration is only 40% in
India. Since last 70 years colgate is able to remain as the market leader in India. Colgate is the
most trusted brand accross the country.

.
It has 9 to 10 different types of toothpaste. Such as

 Colgate Strong Teeth

 Colgate Total
 Colgate Herbal
 Colgate Kids Toothpaste
 Colagte Fresh Energy Gel
 Colagte Advanced Whitening
 Colagte Max Fresh
 Colgate Cibaca family protection
 Colgate Dental cream
 Cogate sensitive etc.

And at the other hand we have taken Pepsodent tooth paste as the immidiate competitor of
colgate.

Pepsodent tooth paste:-

Pepsodent was formerly owned by Unilever but, since 2003, by Church and Dwight in USA.
Pepsodent is product of Hindustan Uni Lever Ltd in India . Pepsodent is the oldest and most
well-known toothpaste in India. Pepsodent, launched in 1993 in India, the first toothpaste with
a unique anti-bacterial agent to address the consumer need of checking germs even hours after
brushing. Pepsodent is the only toothpaste brand that was recognized by FDI,World Dental
Federation in addition to local dentist association (PDGI) in 205.

 Complete + Gum Care

 Complete 12 Pepsodent
 Herbal Pepsodent
 Pepsodent Milk Teeth Orange
 Pepsodent Milk Teeth Strawberry
 Pepsodent Sensitive
 Pepsodent Whitening
 Pepsodent Cavity Prevention
What are Cosumer Durable Goods?

Consumer durable goods are those goods which are not completely used up when used once but
it can be used for the several times and can be used for long period of time until it has technical
damage. Durable goods are expected to be in use for one or more years. They are not perishable
in nature.

Nokia Mobile :-

The durable goods that we have chosen is Nokia Mobiles because Nokia has various range of
mobiles. Cost of Nokia mobiles are accepted by various groups of consumers. They organize a
various market survey for the satisfaction of the consumers for example, the Nokia-branded
batteries BL-5C made by a unit of Matsushita Electrical Industrial of Japan were defected for
approximately 46 million numbers and these batteries were replaced by a new fresh batteries.
Nokia has customized the products and services to match the customer’s preferences. Nokia is on
top because it is developing affordable mobile devices that can contribute to increased economic
growth and quality of life and focuses more on customer perceived value and has built a good
customer relationship. Nokia is focusing on human technology, enhancing communication and
exploring new ways to exchange information in order to capture value from customers by
creating customer Loyalty and Retention, building Customer Equity.

Product Mix of Nokia:-

 Nokia 2000 Series - Basic Series

 Nokia 3000 Series - Expression Series
 Nokia 5000 Series – Active Series
 Nokia 6000 Series – Classic Business Series
 Nokia 7000 Series – Fashion & Experimental Series
 Nokia 8000 Series – Premium Series
 Nokia 9000 Series – Communicator Series.
Samsung Mobile :-

In the other hand we have chosen Samsung mobile to compare the value of proposition.
Samsung provides various functional mobiles, coolest conventional and brightest smart phones,
to the most stylish touchscreens, bars,sliders and feature-rich devices with full qyerty keyboards,
Samsung makes its customer use more mobile, their way. Samsung too organize a various
market survey but it gives more priority to the NICHE Market.

Product Mix of Samsung:

 Samsung Touch Phone

 Samsung Style Phone
 Samsung Multimedia Phone
 Samsung Business Phone
 Samsung Guru Series
 Samsung Dual Sim Phone
 Samsung CDMA Phone
Section B:-

Value Proposition :-
The bundle of benefits that are proposed by the Marketeer to the prospective buyers is termed as
value poposition. Marketing people use “Value Proposition” very commonly in their deals . They
provide the customer some benefits which is beyond the cost.

Value = Benefits – Cost. For example I

Value Proposition of Colgate Toothpaste:

 It is a salt & mint base toothpaste to avoid dental decay. All around decay protection.
 It has a unique blend of eucalyptus, calcium, and minerals.
 It positions its brand as “purely white teeth”.
 It is also herbal base and signifies by the colour green.
 It reaches to all category of customers and suits to all pockets. For Rs. 5, you get 20gm
tube.
 Maxfresh is infused with fresh and cooling crystals to give you freshness.
 It has taken up mission of “zero tooth decay” and oral health months in 2008 and 2009 by
giving a total oral care to their customers and public.
 It provides oral health check-up by sms and also provides scholarships in partnership
with IDA(Indian Dental Association).
 It provides free dental check-up in mobile vans.

Given below are the POP’s POD’s of both Colgate & Pepsodent toothpastes.

POPs :-

Colgate and Pepsodent :-

1. Both are sold in flexible tubes

2. Both have White & Gel base
3. Both are oral care product
4. Both are floride based
5. Both provide mint flavoured (derived from sassafras)
6. Both have originated from USA.
PODs :-
Colgate Tooth Paste
1. Colgate ads talk about protection
against dental decay and pure white
teeth.
2. Colgate say Total care for tooth
decay & has a missionfor “Zero
tooth decay”.
3. Colgate gives “Pure white teeth”.
4. Packaging is different than that of
Pepsodent.
5.
Pepsodent Tooth Paste
1. Pepsodent has insisted on fighting
jerms.
2. Pepsodent had given dental
insurance to prove his confidence in
the product.
3. Product of Hindustn Unilever Ltd.
4. Pepsodent advertisement says about
fighting germs .
5. Gives protection to gums.
6. It provides protection to cavities.
Section C :-

Value Proposition of Nokia mobile:

 World’s first GSM call was made with the Nokia Mobile Phone.
 First mobile phone call made in India on a Nokia phone on a Nokia network in 1995.
 Nokia 9500 Communicator was the world’s first Wi-Fi certified mobile devices.
 Nokia N95 is an example of how technology leadership builds value.
 Nokia LPS-1, and LPS-3, loop sets is used as a hearing aid.
 Nokia priority service is available at almost all the region for the customer satisfaction.
 Nokia manufacturing plant in Chennai has been introduced in 2006.
 Nokia introduced first vernacular news portal in 2007.

Value Proposition of Samsung Mobile:

 Samsung introduced the World’s first 8MP camera mobile in October 1 2008.
 World’s first 8MP camera phone with AMOLED screen Ultra Touch in the Indian market
was introduced by Samsung in April 1 2009.
 Samsung introduced the World’s first Solar powered mobile phone in June 10 2009
which enables its user to charge the battery anywhere the sun is shining, so that the users
are not inconvenienced when the phone battery is running out of normal charge.
 Samsung Mobiles are very handy .

Point of Parity Between Nokia & Samsung:

 From clamshell to flip open to slide phones, all have been tried and experimented by
Nokia and Samsung.
 Nokia and Samsung handset manufactures to incorporate high resolution cameras in their
mobiles, 5 MP to 8 MP cameras are found in Samsung and Nokia handsets.
 Nokia as well as Samsung both provides the GSM & CDMA supporting handsets.
 Nokia and Samsung both avails the use of both 2G and 3G networks.
Points of Difference Between Nokia & Samsung
NOKIA
• Nokia lays more emphasis on handsets
with a reasonable size.
• Nokia phones are flooded with
connectivity options such as GPRS,
HSCSD, EDGE, 3G, WLAN,
Bluetooth, Infrared and USB port.
• Most of the Nokia handsets have
seperate battery.
SAMSUNG
• Samsung stress on producing compact
phones.
• Samsung phones emphasizes more
being laid on latest options such as 3G
and Bluetooth.
• Most of the Samsung handsets have
compact battery.
Conclusion:

Hence the Nokia Handsets are very easy to use and very compatible with the music option that
we prefer to be in a handset that we use, and it has also a express music by which we can play
the music at one press button. We are very satisfied with the Nokia handsets that we use as it has
a longer battery life and antenna of the set is very strong that it grabs the network even in the
distant area from the network tower. Therefore Nokia will always be my First choice.