You are on page 1of 9


(BCOM (H)-1604)


“Marketing Strategy of HUL Special Preference

to Colgate”

Towards partial fulfillment of

Bachelor of Commerce (Honours)
(BBD University, Lucknow)

Guided By: Submitted by:

Mr. Shankar Singh Adil

Roll No. 1160678004

Session 2018-2019
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

Marketing starts with finding out what prospective customers think and what they need. These

needs are then fulfilled by the products and services that you sell. The pricing, promotion and

distribution of these products and services determine who will be willing and able to buy them.

Because marketing is the process of communicating the value of a product or service.

Marketing might sometimes be said as the art of selling products, but selling is only a small

fraction of marketing. As the term "Marketing" may replace "Advertising" it is the strategy and

function of promoting a product.

The American Marketing Association defines marketing as "the activity, set of institutions, and

processes for creating, communicating, delivering, and exchanging offerings that have value for

customers, clients, partners, and society at large.

Every organization works to achieve certain objectives are to be achieved. To achieve the pre-

decided objectives a number of activities are to be performed. The activities may include

production, marketing, human resource, finance, transportation, service, research, logistics,

purchasing, and storage, trading, assembling, distribution and others.

These activities are performed and these are related to each other so that the objectives can be

fulfilled effectively. Similarly way the marketing activities are performed in some of the

company those are interested in marketing the products or services for use of customers.

Marketing is one of the important activities of an organization. It is through marketing the

products or services of the company are reaching to the customers.

Colgate is an umbrella brand principally used to purchase oral hygiene products such as
toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by the American
consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene products were first sold
by the company in 1873, sixteen years after the death of the founder, William Colgate. The
company originally sold soap.

According to a 2015 report by market research company Kantar Worldpanel, Colgate is the only
brand in the world purchased by more than half of all households.

Colgate has a global market penetration of 67.7% and a global market share of 45%.Despite this,
it maintained the highest growth rate of all brands in the survey, with 40 million new households
purchasing Colgate-branded products in 2014.

Its global market penetration is nearly 50%; higher than the second-placed brand in the study,
Coca-Cola with 43.3% penetration.

Marketing strategy is a significant driving force that distinguishes the success of many

organizations not only by well-developed marketing strategies outlining where, when, and how the

firm will compete but also by their ability to execute the marketing strategy decision options

chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The appropriate and effectively

implemented marketing strategies are required to productively guide the deployment of the limited

available resources via the firm’s marketing capabilities in pursuit of desired goals and objectives

(Black and Boal 1994; Varadarajan and Clark 1994). The literature reveals two distinct but related

features to marketing strategy content: marketing strategy decisions and marketing strategy

decision implementation. Hence, decision makers responsible for the marketing strategy must

select which available resources the firm should deploy, where to deploy them appropriately, and

set and signal priorities in terms of achieving the various goals and objectives of the firm (Slater

1995). These marketing strategies toward firm performance may be either formal, top-down

strategies (Varadarajan and Clark 1994) or emergent or improvisational strategies (Moorman and

Miner 1998). A firm’s marketing strategy content therefore involves explicit or implicit decisions

regarding goal setting, target market selection, positional advantage to be pursued, and timing to

attain firm performance (e.g., Day 1994; Varadarajan 2010). Well-defined strategic marketing

objectives are critical feature of marketing strategy in which managers must make decisions about

what the objectives and priorities of the firm are, translate these objectives and vision of the firm

into marketing-related goal criteria, and set and articulate the desired achievement levels on each

goal. This can be complicated to realize by the fact that many goal criteria and levels may be

incompatible or at least non-complementary in the pursuit of achieving firm performance. For

instance, the firm’s growth revenue and margin growth are difficult to achieve simultaneously

Primary Objective:

1. To study the consumer behaviour towards Colgate toothpaste.

2. To know which brand in Colgate will attract the consumer.

3. To find out whether Sales Promotion increases the Sales of products.

4. To know level of satisfaction of Colgate toothpaste.


1. To obtain information regarding the consumer behaviour towards various brands offered by

Colgate toothpaste.

2. To know the views of the consumers with the performance of Colgate Toothpaste.
Research Methodology is a way to systematically represent research on any problem. it tend

taken by the researcher is studying the research problem along with the logic behind them. It

tend to define the methodology for the solution of the problem that has been undertaken for the

purpose of the study .the methodology may include publication research, interviews, surveys and

other research techniques.

Research design:

Descriptive research design-it attempts to describe and explain conditions of the present by using

many subjects and questionnaire to fully describe a phenomenon.

Universe: I have taken Lucknow as universe.

Sample Size: I have taken 100 individuals from Lucknow area as my sample size for research.

Sample unit: I have taken individual as sample units.

Sample Type – Convenience sampling- A statistical method of drawing representative

data by selecting people because of the ease of their volunteering or selecting units because of

their availability or area access.

Data Collection Sources:

Primary sources: It provides direct or firsthand evidence about an event, object, person or

work of art.

Secondary sources: It contrast with a primary source of information is one that was created

later by who did not experience first-hand or participate in the event or conditions of research.

Data presentation techniques to be used:

 Pie chart

 Some of the persons were not so responsive.

 Possibility of error in data collection because many of investors may have not given

actual answers of my questionnaire.

 Some respondents were reluctant to divulge personal information which can affect the

validity of all responses.

 The research is confined to a certain part of Lucknow.


1. Kothari C.R. Research Methodology, New age international publisher, New Delhi, 2004

2. Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication, 12th Edition,


3. R. Shannon, and R. Mandhachitara,, “Casual path modeling of grocery shopping in

hypermarkets”, Journal of

4. Product and Brand Management, vol.17 no.5, 2008, pp 327-340.

5. P. V. Kenhove, and K. D. Wulf, “Income and time pressure: a person-situation grocery

retail typology”,

6. International Review of Retail, Distribution and Consumer Research, vol. 10 no. 2, 2000,

pp. 149-166.

7. J. Dornbusch, “Shoppers get online for groceries- at home”, Boston Herald, April 1997,


Chapter 1-: Introduction

Chapter 2-: Review of Literature

Scope of The study

Area of the Study

Chapter 3-: Objectives of study

Research Methodology

Problems and Limitations

Chapter 4-: Data analysis and Interpretation


Chapter 5-: Recommendations/ Suggestions

Chapter 6-: Conclusion

Chapter 7-: Bibliography