Urkund Report - Amit Daware - Consumer Perception About Colgate Brand - Docx (D54934074)

URKUND
Urkund Analysis Result

Analysed Document: Amit Daware- Consumer Perception about Colgate brand.docx
(D54934074)
Submitted: 8/21/2019 11:21:00 AM
Submitted By: mahendra.humane@kms.ac.in
Significance: 23 %
Sources included in the report:
Marketing pdf.pdf (D34766216)

http://hfs.ncvps.org/Curriculum/Marketing/ModuleTen/LessonTwoProductMixNotes/
Softchalk_print.html
http://www.yourarticlelibrary.com/production-management/product-planning/product-
planning-and-development-top-7-steps/69574
https://en.wikipedia.org/wiki/Product_management
https://www.managementstudyguide.com/product-life-cycle.htm
https://phdessay.com/toothpaste-and-colgate/
Instances where selected sources appear:
17
URKUND Amit Daware- Consumer Perception about Colgate brand.docx (D54934074)
KOHINOOR BUSINESS SCHOOL
PROJECT REPORT ON “THE CONSUMER PERCEPTION ABOUT COLGATE BRAND IN MUMBAI

CITY”
SUBMITTED TO Kohinoor Business School BY AMIT DAWARE Roll No. 02180070 Batch:
2018-2020 IN PARTIAL FULFILLMENT OF MASTER OF MANAGEMENT STUDIES (MMS),
UNIVERSITY OF MUMBAI JULY 2019
DECLARATION
I, Mr. AMIT R DAWARE hereby declare that this project report is the record of authentic work
carried out by me during the period from 2nd May, 2019 to 15th July, 2019 and has not been
submitted to any other University or Institute for the award of any degree / diploma etc.
Signature: Amit Daware
Date:
COMPANY CERTIFICATE
CERTIFICATE
This is to certify that Mr. AMIT DAWARE of KOHINOOR BUSINESSSCHOOL has successfully
completed the project work titled “Consumer Perception towards the Colgate Brand in
Mumbai city” in partial fulfillment of requirement for the completion of MMS as prescribed by
the University of Mumbai.
This project report is the record of authentic work carried out by him during the period from
2nd May, 2019 to 15th July, 2019.
He has worked under my guidance.
Signature
Dr BHARTI DESHPANDE Project Guide (Internal)
Date:
ACKNOWLEDGEMENT
A summer project is a golden opportunity for learning and self-development. I consider myself
very lucky and honored to have so many wonderful people lead me through in completion of
this project.
On the very outset of this report, I would like to extend my sincere & heartfelt obligation
towards all the personages who have helped me in this endeavor. Without their active
guidance, help, cooperation & encouragement, I would not have made headway in the
project.
2
I am ineffably indebted to Mr. Karrthikvishnubhotlafor conscientious guidance and

encouragement to accomplish this assignment. I am extremely thankful and pay my gratitude
to my faculty Dr. Bharti Deshpande for his valuable guidance and support on completion of
this project in its presently.
The internship opportunity I had with Kantar Imrbwas a great chance for learning and
professional development.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with
all of you in the future.
Sincerely, Regards Amit Daware Place: Mumbai Date:
EXECUTIVE SUMMARY Colgate Palmolive is well reputed company with large series of its well
known Products having different varieties in
the
terms of flavor. Colgate is one of the most prominent products of the Colgate Palmolive.
Necessity
is the mother of the invention new format of the all organization is to create new strategy
planning and implement those thing to get a better results when compared to competitor
.Colgate Palmolive ltd
is the
one of the largest FMGC company in India .so their planning and strategy should be
remarkable and they are doing this very well .
Colgate Palmolive ltd .change their plan
and
strategy according to the market demands competitors This project is also a sincere attempt
of mine to discuss about
the Consumer perception of Colgate brandand about promotional strategy to increase the
awareness of the product of Colgate Palmolive While doing this project I learnt lots of the
things .I
pursued this project in my summer training. Continuous enhancement is the key factors to
success in every sector, FMCG sector also. In this project the customer perceptions and
expectations an aspiration have been dealt with to
analyze the quality of
3
the
product and services provided by Colgate Palmolive ltd and what
the customer want from them
what is the perception of the customer
and how much they are satisfied with the present quality
of
the products and services As the objective was to understand the perception of the consumer
towards the brand of Colgate Palmolive and to understand the oral care of the consumer. As
to study the market area its size and their habits of the market.
Detailing of the products of the retailers and dentist. As made and
attempt to promote and increase the sales of the Colgate sensitive toothpaste and toothbrush
To study and analyze
and to carry out the market survey in the Mumbai city.
TABLE OF CONTENTS Sr. No. Title Page No. 1 Introduction 8 1.1 Objectives of the Project 14 1.2
Scope of the Study 15 1.3 Limitations of the Study 15 2 Profile of the Organization 16 2.1
Industry and History 16 2.2 Company Profile 17 2.3 Competitors of KANTAR IMRB 19 3 Review
of Literature 20 3.1 Product Management 20 3.2 Product Line & Product Mix 23 3.3 Product
planning & Product Development 26 3.4 Product Lifecycle 28 4 Research Methodology 32 4.1
Definition 32 4.2 Research Design 32 4.3 Descriptive Research 32 4.4 Exploratory Research 33
4.5 Methods 34 4.6 Tools 34 4.7 Sample Size 35 5 Data Analysis and Interpretation 36 6
Findings 44 7 Recommendations 45 8 Conclusions 46 9 Bibliography 47
1. INTRODUCTION Colgate Palmolive is the
one of the leading companies in India in the FMCG industry segment. Colgate Palmolive is the
subsidiary of the Colgate Palmolive ltd, network which is the parent company. Colgate
Palmolive is the foreign-based public limited company .the company is in business of the
customer products for more than 100 years .in India it is the
numerous brands.
Colgate-Palmolive (India) limited is India’s is leading providers of the scientifically proven oral
health care products with the multiple benefits at the various price points .the range includes
toothpaste ,toothpowder ,toothbrushes and mouthwashes under the Colgate brand as well as
specialized range
of the dental therapies under the banner of the Colgate oral pharmaceuticals.
4
Company profile Company name Colgate-Palmolive Ltd.
Date of Establishment 1973 Revenue 347.188 (USD in Millions) Market cap 111160.5286158 (RS
.
In Millions) Corporate
address Colgate Research Centre main street Hiranandani gardens Powai Mumbai -400076,
Maharashtra www.Colgate.co.in Management Details
chairperson -
R.A.Shah MD- Ram Raghavan Directors- M.s.Jacob, M.chandrashekar, S.Sharma, A.chintamani,

V.Ganesh, M.k.Ajay, A.Lara, M.kuamar. Business operations Households &
0: https://phdessay.com/toothpaste-and-colgate/ 75%
Personal Products.
Background
Colgate Palmolive is Rs1300 crore company started in year 1937. In RS 2,400 crore domestic
market it enjoys 50% of
the
market share .it spreads across 4.5 million retail outlets out of which 1.5 million are direct
outlets
Financials total incomes RS 20606.60 Million (year ending-march2018) Net profit –RS 4232.60
Million (year ending
March 2018) Company Secretary K V
Vaidya Nathan
The principles of the
governance of the Colgate Palmolive • The Board of the directors is experienced ,independent
and highly diverse • The board aims on the key commercial priorities and the development of
leadership. • Opening the communication between the director and the management •
Formulation of policies to guide good governance and integrity of the business • The board
and the audit committee supervise the integrity of the financial statement • It is the
responsibility of the Colgate Palmolive people to provide good governance • With the
continuous improvement the governance become better • Good governance thrives from
continuous improvement
Company
5
History:
In 1806,
William Colgate himself
soap and candle maker opened up
scratch soap and candle
factory on Dutch street in New York city under the name of William Colgate &company.
William Colgate in1833suffered a severe heart attack stopping his business from selling. But
after a couple of the year of the recovery he continued with his business .
in the 1840s the firm began selling individual cakes of
the
soap in uniforms weight .in 1875
William Colgate died and
the company was recognized as Colgate & company under the management of the Samuel
Colgate his son
who did not want to continue the business but through it would be the right thing to do. In
the 1872
Colgate
introduced
cashmere bouquet a perfumed soap .in 1873
the firm introduced its
first toothpaste an
aromatic toothpaste sold in jars .
his Company sold the first toothpaste in
a tube Colgate ribbon cream
in 1896
In 1896 Colgate
6
hired martin Ittner and under his direction founded one of the first applied research labs. By
1908 they initiated mass selling of
the
toothpaste in tubes .his other son James boor man Colgate was a primarily trustee of
the
Colgate university (formerly Madison university)
In Milwaukee
Wisconsin the B J Johnson company was making a soap entirely of
the palm and olive oil the formula of which
was
popular enough to rename their company after it Palmolive
at the turn of the century Palmolive which contained both palm and olive oils was the world’s
best-selling soap
Extensive advertising included the
Palmolive hours a weekly radio concert program which began in 1927 and Palmolive beauty
box theater which ran from 1934 to 1937.
A Missouri based soap manufacturer known as Peet brothers merged with Palmolive to
become Palmolive –peet.
In 1928
Palmolive
has belong in fierce competition with Procter & gamble the world’s largest soap and detergent
maker .p & g introduced its tide laundry detergent shortly after world war 2 and thousands of
the
consumers turned from Colgate’s soaps to the new product. Colgate lost its number one place
in the toothpaste market when p & g
started putting florid in its toothpaste
but that didn’t stop Colgate .
in the beginning of the television Colgate Palmolive wished to compete with Procter & gamble
as a sponsor of
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the soap operas .although the company sponsored many shows in the
part they fully sponsored
the serial The Doctor
Georg
henry Lesch was
CEO and chairman of the board of Colgate Palmolive
in the 1960 and 1970 during that time transformed it into a modem company with
the
major restructing
In 2005 Colgate sold the underperformance brand fab dynamo arctic power ABC cold power
and fresh starts as well as the licensing of the ajax brand for laundry detergents in the u s
Canada and Puerto Ricco to
the
phoenix brand LLC as part of their plan to focus on their higher margin oral personal and pet
care products In 2006 Colgate Palmolive announced the intended acquisition toms of
the Maine a leading maker of the
natural toothpaste for us 100millions tom Maine was founded by tom Chappell in 1970.
Today Colgate has numerous subsidiary
of the organization
spanning 200 countries but it is publically listed in only two the United States and India
In June 2007 counterfeit Colgate toothpaste imported from china was founded to be
contaminated with diethylene glycol and several people in eastern us reported Experiencing
headaches and pain after using the product The tainted products can be identified by the
claim to be manufactured in the South Africa by ColgatePalmolivesouth Africa ltd they are
because 50z/100ml tubes (a size which Colgate does not sell in the United States)and the
tubes packaging contain numerous misspelling on their labels .
As the
Colgate Palmolive claims that they do not import theirs products from South Africa
in to
8
United States or Canada and that Deg is never used in any of their products anywhere in the
world .the counter fiat products were found smaller mom and pop stores dollar stores and
discounted stores in at least four states.
For the past 33years ColgatePalmoliveCompany has sponsored a nonprofit organization track
meet open to women’
of all ages .this event is
called the Colgate women’s games The Colgate women’s games is the nation largest amateur
track series open all girls elementary school through college .
our goal is to provide an athletic competition that’
s help
the participating young girls and women develop a strong sense of
the personal achievement and self-esteem .
Introduction:
Colgate is associate degree umbrella whole primarily used for oral hygiene merchandise like
kinds of toothpaste, toothbrushes, mouthwashes, and yarn. Manufactured by the yank
consumer-goods conglomerate Colgate-Palmolive, Colgate oral hygiene merchandise were 1st
oversubscribed by the corporate in 1873, sixteen years once the death of the founder, William
Colgate. The company originally sold soap.
According to a 2015 report by Research Company Kantar World panel, Colgate is that the
solely whole within the world purchased by over half all households. Colgate includes a global
penetration of sixty seven.7% and a world market share of forty fifths. Despite this, it
maintained the best rate of growth of all brands within the survey, with forty million new
households buying Colgate-branded merchandise in 2014. Its world penetration is almost
50%; above the second-placed whole within the study, Coca-Cola with forty-three .3%
penetration.
Colgate Palmolive is a 10.6 billion global company serving people in more than 200 countries
d and territories with consumer product that makes lives healthier and more enjoyable.
The company focus on
the
strong global brand in its
core business oral care personal care home care and pet nutrition. Colgate
9
is
trying to delivering the strong global growth by the
following a tightly defined strategy to increase market leadership positions for
the key product such as tooth paste toothbrush bar and liquid soaps deodorant’s /
antiperspirants dishwashing detergents house hold cleaners fabrics conditioners and specially
pet food .
Colgate Palmolive India: 1. Headquarters in Mumbai. 2. Annual turnovers around 1100crs. 3.

Colgate consistently won India no 1 brand of the year’
s award from the
last three years. 4. Colgate ranked among best employer in India 5. Customer base of more
than 1800 stockiest & super stockiest & theirs field force. 6. Colgate is the brand that people
trust for complete oral care protection for themselves
one they love.
1.1OBJECTIVE OF THE PROJECT:
• To find out
the
consumer response, perception towards Colgate toothpaste brand in Mumbai.
Made an attempt to promote and increase the sales of
the Colgate brand in specific area.
• To study and analyze the
perception and opinion of the consumer.
• To find out actual potential for Colgate tooth paste products in Andheri Dahravi, Dahisar,
Borivali, Dadar, Thane, Marol, Kandavili.
• To
understand the oral care markets.
• To study the market are its size and habits of the markets.
• To carry out
10
the
survey in the city to find the demand estimation Colgate
Brand (Colgate toothpaste and toothbrush). • To study the opinion as well as perception
towards the Colgate brand.
• To Study the competitors in market.
• Competitor’s analysis to gain competitive advantage.
• 1.2
scope of the study:
The scope of the study revealed overall consumer response over Colgate Palmolive products.
That will help to study SWOT ANALYSIS and according to which necessary changes could be
implied.
The study carried out in Andheri,
Dadar, Thane, Kandivali, Dahisar, and Dharavi. •
It gives information about how many consumer has sensitivity problem. • It
gives information about how many consumer using competitors’ products. • It provides
suggestions to company to improve their product sales. •
To understand where the product stands. • Study will help to understand consumer in better
way. • Improvements required in the product on the basis of the consumer review
1.3 limitations of the study • The sample only represent Mumbai. This sample cannot
represent the populations of whole India. • People disagree to participate in the survey. •
Questionnaires are well structured but are lengthy. • Length of Interview (LOI) is time
consuming. • People are not aware about their oral care.
2.Profile of the Organization
2.1 Industry and history Market research is any organized efforts to gather information about
target markets or customers. It is very important component of the business strategy .The
term is commonly interchanged with marketing research however expert’spractitioners may
wish to draw a distinction in that marketing research is concerned specifically about
marketing process while market research is concern specifically with markets Market research
is key factor in maintaining competitiveness over competitors. Market research provides
important information to identify and analyze the market need market size and competition
Market research which includes social and opinion research is the systematic gathering and
interpretation of the information about individual or the organization Using statistically and
analytical and techniques of the applied social sciences to gain insight or support decision
11
making. Market research began to be conceptualized and put in to formal practice during the
1920s as an offshoot of the advertising boom of the Golden age of the radio in United States.
Advertisers began to realize the significance of the demographic revealed by sponsorship of
the different radio programs. Marketing research can be shortly defined as systematic
gathering recording analyzing of data and objective. • Identification – Identifying the problem
• Collection - collection of data • Analysis – analyzing the collected data • Dissemination -
circulation of data • Use of information – using the information to solve the problem
2.2 company profile
KANTAR IMRB (formerly IMRB International) is a market research, survey and business
consultancy firm. Headquartered in Mumbai, India with operations in over 15 countries IMRB
is a part of the Kantar Group, WPP’s research, insights, and consultancy network.
Established in 1970, KANTAR IMRB was modeled on the lines of the British Market Research
Bureau. IMRB provides market research and insights across South Asia, the Middle East and
North Africa with specialist divisions in quantitative, qualitative, media, retail, industrial,
customer satisfaction, business to business and social and rural research. KANTAR IMRB’s
syndicated research offerings include the Market Pulse, the National Food Survey, Web
Audience Measurement (WAM), I Tops, and I-Cube reports.
KANTAR IMRB's specialized areas are consumer markets, industrial marketing, business to
business marketing, social marketing, and rural marketing.
Kantar IMRB is a one stop shop for solution to all data/research quires from the researches
.the primary responsibility is to ensure transformation in the desire format for the end client.
Survey data is captured in different format as shown below.
• PAPI (Paper Assisted Personal Interview)
Traditional method of capturing response from a target audience using physical paper
questionaries’ and interview.
• CAPI(Computer Assisted Personal Interview)
The interviewer uses his laptop screen to read the questions to respondent and inputs the
responses directly into the laptop/handheld device.
• CATI (Computer Assisted Telephonic Interview)
The interviewer asks questions by telephone and records answers on a computer
• CAWI (Computer Assisted Web Interview/ Online)
The CAWI questionnaire appears in the browser as a web-page. The answers for the
questionnaire get immediately uploaded to the main server so that the results can be tracked
12
continuously. Even multimedia materials (pictures, audio or music files) can be integrated into
the questionnaire.
• (Tablet Assisted Personal Interview ) Personal interviews where the interviewer inputs data
on a tablet. Market LINKS is constantly developing team expertise in TAPI surveys • 100 tablets
at our disposal • Android/iOS user-friendly mobile app • Online and offline data collection •
Multimedia, GPS tracking, barcode scanner • All types of questions/indicators are supported •
Real-time data checking and reporting • Various graphical visualizations • Client dashboard -
customizable reports.
2.3 Competitors of KANTAR IMRB • NILSEN • TNS India Pvt. Ltd. • RNB Research. • Majestic
MRSS • Market Xcel Data Matrix Pvt. Ltd. • IDC • Hansa Research group. • Mill ward Brown •
IpsosIndica Research.
3. Review of Literature
3.1
Product Management Product, place, promotion, and price are the four 'P's of marketing.
Product management encompasses the full vary of activities concerning product designing
and management. In product planning. We embody the essential company set up and
promoting set up from that the merchandise set up emerges. In the product plan, we consider
product strategies like product line length, product line depth,
and
line stretching, both upwards and downwards. Product plan not only considers the existing
products but also considers the introduction of new products right from concept to
commissioning. Product management also considers
the
product life cycle, and strategies followed at each stage of the life cycle.
The
product plan is implemented through a marketing or product organization and is supported

by a suitable budget.
Product planning's new product management covers the entire spectrum of marketing
management like pricing,
promotion, distribution of new products. Slowly products are raised from the commodity
status to brand status, which
is
then built over a period of time so as establish a bond with the consumer.
13
Product management
is an organizational lifecycle function within a company
dealiProduct,
place, promotion, and price are the four 'P's of marketing. Product management encompasses
the full vary of activities concerning product designing and management. In product planning.
We embody the essential company set up and promoting set up from that the merchandise
set up emerges. In the product plan, we consider product strategies like product line length,
product line depth,
and
line stretching, both upwards and downwards. Product plan not only considers the existing
products but also considers the introduction of new products right from concept to
commissioning. Product management also considers
the
product life cycle, and strategies followed at each stage of the life cycle.
The
product plan is implemented through a marketing or product organization and is supported

by a suitable budget.
Product planning's new product management covers the entire spectrum of marketing
management like pricing,
promotion, distribution of new products. Slowly products are raised from the commodity
status to brand status, which
is
then built over a period of time so as establish a bond with the consumer.
ng
0: https://en.wikipedia.org/wiki/Product_management 80%
with the planning, forecasting,
and production, or marketing of a product or
products at
all stages of the product lifecycle. Similarly, product lifecycle management (PLM) integrates
folks, data, processes, and business systems. It
14
provides product info for corporations and their extended offer chain enterprise.
The role might comprise development and merchandise promoting, that are totally different
(yet complementary) efforts, with the target of maximizing sales revenues, market share, and
profit margins. Product management also involves elimination decisions. Product elimination
begins with the identification of elimination candidates, takings with the thought of remedial
actions, continues with a projection of the impact on the business as a
full if a candidate product is eventually eliminated, and concludes with the
implementation stage, where management determines the elimination strategy for an item.
The product manager is commonly answerable for analyzing market conditions and shaping
options or functions of a product and for overseeing the assembly
of the merchandise.
The role of product management spans several activities from strategic to
plan of action
and varies supported the structure of the corporate.
To maximize the impact and advantages to a company, product management should be

Associate in Nursing freelance operate separate on its own. While involved with the entire
product lifecycle, the product management's main focus is on driving new product
development. According to the merchandise Development and Management Association
(PDMA), superior and differentiated new products—ones that deliver distinctive advantages
and superior price to the customer—are the amount one driver of success and
product profitability.
Depending on corporate size and history, product management encompasses a style of

functions and roles. Sometimes there's a product manager, and typically the role of a product
manager is shared by alternative roles. Frequently there's Profit and Loss (P&L)
responsibility as a key metric for evaluating product manager performance. In some
firms, merchandise management operate is that the hub of the
many alternative activities around the product. In others, it's one in all several things that
require to happen to bring a product to promote and actively monitor and manage it in-
market. In
15
very large companies, the product manager may have effective control over
shipment decisions to customers, when system specifications are not being met.
Product management often serves an inter-disciplinary role, bridging gaps within the
company between teams of different expertise, most notably between engineering-oriented
teams and commercially
oriented teams. For example, product managers typically translate business objectives set for
a product by selling or Sales into engineering necessities (sometimes known as a Technical
Specification). Conversely, they'll work to
elucidate the capabilities and limitations of the finished product back to selling and Sales
(sometimes
known as an advert Specification). Product managers may additionally have one or a lot of
direct reports World Health Organization
manage operational tasks and/or an amendment manager World Health Organization will
administrate
new initiatives. Manufacturing is broken away
the analysis operate, the product manager has the responsibility to bridge the gaps if any
exist.
In
most technology firms, most product managers possess information within the following
areas:
computing, business, and user
expertise.
Objectives of Product Management Products are the bed -rock of any organization. Sales are
realized through sales of the products. Thus the overall success of the organization is
dependent upon the planning and development of products. Product management thus tries
to achieve the following objectives. • To design product strategies with respect to customer,
industry and competition analysis. • To spot marketing opportunities, and to see whether they
are exploitable. • To seek growth through new product development. • To plan strategies for
each stage of product life cycle. • To generate new product ideas, and develop them further. •
To consolidate existing product profile. To do portfolio analysis. To improve and modify
existing products. To introduce brand extensions and line extensions. • To identify the brand
16
identity, build a brand image, position a brand, build a brand, to develop brand equity and
measure it.
3.2
Product Line and Product Mix
We use the term product line and product mix while describing the product offerings of an
organization. A product line
of merchandise business line of business merchandise wares product could be
a cluster of closely connected products offered by associate degree organization. Thus laundry
machines could beware of Videocon. TVs from another product line for Videocon. Product mix
consists of all theIndividual products available through the organization. Product combine
might have many product lines, and each product line several product models, styles, sizes.
The
breadth of product mix is given by a number of product lines it markets. Some
companies market just one or two product lines, and hence their product mix is narrow.
A company like
General Electric operates in diverse fields and has
broad product mix. Each product mix has a depth, which is given by models, colors, sizes
available in each individual product lines.
pharmaceutical company has a product line of antibiotics. It has several dosage forms -
capsules, dispersible tablets for children, vaginal suppositories, injections, ear drops, eye
drops and syrups under the dosage form. It has several package sizes. The company has
several brands of antibiotics, and each brand has several dosage forms and sizes. We can
say that its product combine has depth. On the contrary, a few products, in one size only as
one brand is an example of shallow product depth. The product lines offered are
related to the
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company's strategic plan and marketing plan. It considers the segmentation of the market
and targeting. If an organization wishes to target young children, it can add a whole new
product line for it. New product lines
17
square measure either a matter of internal development or are often no heritable. Each
product line also can be expanded. This has been discussed in the text that follows.
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The important idea is that the product line of a company reflects the objectives of the
organization, the targeting decided upon and the buyer behavior in a given market
Dimensions
0: http://hfs.ncvps.org/Curriculum/Marketing/ModuleTen/LessonTwoProductMixNotes/
Softchalk_print.html 93%
of the
Product Mix – 4 Product Mix Decisions
• Product mix width - The width is all about the number of different product lines the
company carries.
As mentioned in the previous example, Colgate has 3 product lines. Thus, it has a rather
limited width.
Product mix length - refers to the
total number of items a company carries within the product lines.
For instance, Colgate carries several different brands within each line.
In Colgate’s oral care product line, several different categories of toothpastes can be
identified.
A car manufacturer may have several series in its car product line, such as 3-series, 5-series,
and 7-series.
Product mix depth -It refers to
the
number of versions offered for each product in the product line.
For instance, Colgate toothpastes come in several tastes and variations.
18
The vehicle manufacturer’s 3-series in the car product line may be offered in several versions:
convertible, coupé, sedan, and so further.
Product
mix consistency -
the consistency of
a product mix completes our four
product mix decisions.
Consistency
refers to how closely relate the product lines are in terms of end use, production
requirements, distribution
channels or any other
way.
In Colgate’
s case, we can observe a rather strong consistency, which is based on the fact that all product
lines constitute consumer products and go through the same distribution channels.
The
vehicle manufacturer also has
a relatively consistent product mix, since both product lines contain consumer-vehicles, can be
sold in
the same way etc.
3.3
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planning-and-development-top-7-steps/69574 95%
Product Planning and Development
1. Generation of New Product Ideas The first step in product planning and development is
generation of ideas for the development of new/innovative products.
Ideas may
19
come from internal sources like company’s own Research and Development (R&D)
department, managers, sales-force personnel etc.;
or
from external sources like, customers, dealers, competitors, consultants, scientists etc.
At this stage, the intention of management is to generate more and more new and better
product ideas; so that the most practical and profitable ideas may be screened subsequently.
2. Screening of Ideas Screening of ideas means a close and detailed examination of ideas, to
determine which of the ideas have potential and are capable of making significant
contribution to marketing objectives. In fact, generation of ideas is not that significant as the
system for screening the generated ideas.
The ideas should be screened properly; as any idea passing this stage would cost the firm in
terms of time, money and efforts, at subsequent stages in product planning and
development. 3. Product Concept Development Those product ideas which clear the
screening stage must be developed into a product concept – identifying physical features,
benefits, price etc. of the product.
At this stage product idea is transformed into a product concept i.e. a product which target
market will accept. 4.
Commercial Feasibility At this stage, the purpose is to determine whether the proposed
product idea is commercially feasible, in terms of
demand potential and the costs of production and marketing. Management must also ensure
that product concept is compatible with the resources of the organization technological,
human and financial. 5.
Product Development Product development encompasses the technical activities of

engineering and design. At this stage, the engineering department converts the product
concept into a concert form of product in view of the required size, shape, design, weight,
color etc. of the product concept.A model or prototype of the product is manufactured on a
limited scale. Decisions are also made with regard to packaging, brand name, label etc. of the
product. 6. Test Marketing A sample of the product is tested in a well-chosen and authentic
sales environment; to find out consumers’ reaction. In view of consumers’ reactions, the
product may be improved further. 7.
Commercialization After the management is satisfied with the results of test marketing, steps
are taken to launch a full-fledged programme for the production, promotion and marketing
of the product. It is the stage where the new product is born; and it enters it life cycle
process.
3.4
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Product Life Cycle
It is crucial to know the entire product life cycle before introducing a replacement product or
service within the market. One must perceive that each product goes through bound stages
ranging from beginning to its producing, marketing, disapproval and eventually losing
quality within the market. It is essential for the organizations to manage the merchandise life
cycle well because it ensures the merchandise is launched with success within the market
and additionally gain quality in no time eventually resulting in multiplied sales and profit of
the organization. Let us understand
the product life cycle in detail: • Understand the expectations of your target audience The
product life cycle starts the moment an organization (more specifically product team) thinks
of introducing a new product in the market. Getting concepts to style a replacement product
or service marks the start of
product life cycle. Understand the expectations of your target audience and how your
product should offer something extra than your competitors. Know what you want. This is
one of the most crucial stages in
the
product life cycle as it decides whether the product will be able to survive the fierce
competition and give other available brands in the market a run for their money. Planning at
this stage is extremely crucial. Decide on what the technical specifications
ought to
be, tentative price, target audience and how the product needs to be marketed. Jot down
each and every detail neatly on a piece of paper so that you do not miss out on anything. •
The next stage is when detailing takes place. It is time to give shape to your ideas and
thoughts to reach a final product. Not all suggestions area unit sensible, therefore, this stage
additionally involves strict filtering of thoughts so solely relevant concepts are enforced.
21
Identify your vendors United Nations agency will add shut association with you within the
development or promotion of
the
product. Budgets also need to be decided at this stage so that you do not end spending more
than what you have. • This is the stage when
an
organization starts manufacturing new products With all the available resources and
manpower and also following the parameters and guidelines decided in stage No - 2. Make
sure you employ skilled workers who are highly trained, know their job well, can work on
specific software and deliver final products within the stipulated time frame with no defects.
Quality is an especially crucial parameter one must beware of. Make sure you never
compromise on quality so that the final product not only meets but exceeds customers’
expectations. That’s the rationale why organizations have a separate quality department
United Nations agency check every and each product totally to
make sure a
hundred % product satisfaction. The checked product then goes to the packaging
department and eventually to distribution channels.
• This is the time when the product is ready to be introduced in the market. Decide on your
promoting ways so your product reaches to most end-users no matter their geographical
location. Tie up with a good advertising agency who designs a catchy advertisement for your
product. Get pamphlets distributed, hoardings and banners displayed at the most strategic
locations for maximum visibility.
• Once the product is in the market, do not forget to take customer feedback. After sales
service is extremely important. Check regularly with dealers, distributors, outlets selling your
products to find out if at all there are any kinds of customer complaints. If
a customer suggests any defects, make sure the product is replaced or withdrawn from the
market immediately.
Introductory Stage Here we put the product into the market. PerhaJs it has taken a long
period of development. First the sales are zero. Even when the introductory stage ends, the
sales remain low. The basic reason for this is unawareness in the consumers about the
22
product. Marketers use advertising and promotion to create this awareness. They try to
induce the innovators to use this product. As the product is new, there is still no competition.
Promotion thus remains confined to one organization. As advertisement costs are high and
distribution has been set up at a high cost, the product sales do not yield any profits. Maybe
the profits are negative during this stage.
Growth Stage More and more consumers are attracted to the product after an awareness is
created. They adopt the product and sales rise up. Though sales increase, profits do not keep
pace, and tend to fall. This happens because competitors now enter the market, and the
prices are thus lowered. Competitive advertising starts and consumers are persuaded to buy
our product. Maturity Stage Sales continue to rise in the early part of the maturity stage. But
they rise at a decreasing rate. At the end of this stage, sales start falling. Consumer durables
have reached a maturity stage in many developed countries. Profits begin to decline.
Marketing is done with restraint. Competition is fierce, and is based on price. As most brands
have similar attributes, differentiation becomes difficult. Sales promotion is increasingly used
to encourage brand switching. Sales promotion is also used to induce the retailers to stock the
brand and give it the necessary shelf-space. Decline Stage Finally, sales start declining,
sometimes too fast. Maybe, there is market saturation - all have electric irons. Maybe there is
new technology that overtakes the existing one, say colorTVs replace the B & W sets. Social
values may change, say women do not like skirt hemlines to go up. Once there are no volumes
the costs rise up. These must be controlled. Sometimes dealers who sell a marginal quantity
are eliminated. Ad costs are cut. Sales costs are reduced. At times, the whole product is
eliminated if it is unviable. All this aims at improving the profits. The product is 'milked'
without adequate marketing support. Brand loyalty decelerates the rate of decline. Some
products have a built in element of mortality, especially if it is a fashion product or a product
created around techno-values.
4. Research Methodology
4.1 Definition
The process used to collect information and data for the purpose of making business
decisions. The research methodology may include publication research, interviews, surveys
and other research techniques, and could include both present and historical information
4.2 Research Design
A research design is the plan of a research study. The design of a study defines the study type
(descriptive, correlational, semi-experimental, experimental, review, meta-analytic) and
subtype (e.g., descriptive), research question, hypotheses, independent and dependent
variables, experimental design, and, if applicable, data collection methods and a statistical
analysis plan. Research design is the framework that has been created to seek answers to
research questions. The research design shows that the researcher is able to tackle the
research problem in a coherent and explicit way.
23
4.3 Descriptive Research Descriptive research is used to describe characteristics of a

population or phenomenon being studied. It does not answer questions about how/when/why
the characteristics occurred. Rather it addresses the "what" question (what are the
characteristics of the population or situation being studied?). The characteristics used to
describe the situation or population are usually some kind of categorical scheme also known
as descriptive categories. For example, the periodic table categorizes the elements. Scientists
use knowledge about the nature of electrons, protons and neutrons to devise this categorical
scheme. We now take for granted the periodic table, yet it took descriptive research to devise
it. Descriptive research generally precedes explanatory research. For example, over time the
periodic table’s description of theelements allowed scientists to explain chemical reaction and
make sound prediction when elements were combined.
4.4 Exploratory Research
Exploratory research is research conducted for a problem that has not been clearly defined. It
often occurs before we know enough to make conceptual distinctions or posit an explanatory
relationship. Exploratory research helps determine the best research design, data collection
method and selection of subjects. It should draw definitive conclusions only with extreme
caution. Given its fundamental nature, exploratory research often concludes that a perceived
problem does not actually exist.
Exploratory research often relies on secondary research such as reviewing available literature
and/or data, or qualitative approaches such as informal discussions with consumers,
employees, management or competitors, and more formal approaches through in-depth
interviews, focus groups, projective methods, case studies or pilot studies.
When the purpose of research is to gain familiarity with a phenomenon or acquire new insight
into it in order to formulate a more precise problem or develop hypothesis, the exploratory
studies (also known as formulated research) come in handy. If the theory happens to be too
general or too specific, a hypothesis cannot be formulated. Therefore a need for an
exploratory research is felt to gain experience that will be helpful in formulated relevant
hypothesis for more definite investigation.
The results of exploratory research are not usually useful for decision-making by themselves,
but they can provide significant insight into a given situation. Although the results of
qualitative research can give some indication as to the "why", "how" and "when" something
occurs, it cannot tell us "how often" or "how many". 4.5 Methods
The survey method used is a questionnaire method, where a structured questionnaire is

prepared for conducting the interviews known as TAPI (Tablet Assisted Personal Interview).
• Questionnaire Method- A questionnaire is a research instrument consisting of a series of

questions and other prompts for the purpose of gathering information from respondents.
Although they are often designed for statistical analysis of the responses, this is not always
the case. Questionnaires have advantages over some other types of surveys in that they are
24
cheap, do not require as much effort from the questioner as verbal or telephone surveys, and
often have standardized answers that make it simple to compile data.
4.6 Tools
The tools such as pie charts and bar graphs are used for the data analysis and their
interpretation.
• Pie Chart- A pie chart is a circular statistical graphic, which is divided into slices to illustrate
numerical proportion. In a pie chart, the arc length of each slice is proportional to the quantity
it represents. Pie charts are very widely used in the business world and the mass media.
• Bar Graph - A bar chart or bar graph is a chart that presents grouped data with rectangular
bars with lengths proportional to the values that they represent. The bars can be plotted
vertically or horizontally. A vertical bar chart is sometimes called a column bar chart. A bar
graph is a chart that uses either horizontal or vertical bars to show comparisons among
categories. One axis of the chart shows the specific categories being compared, and the other
axis represents a discrete value. Some bar graphs present bars clustered in groups of more
than one.
4.7 Sample Size
The sample size is 200 respondents who have been participated in this survey. The number of
the sample size is divided in to four camp and as per the locations.
5 Data Analysis and Interpretation
Findings • From this project the findings are many consumers were not ready to give
feedbacks
• The consumers who have purchased Colgate were satisfied because of the quality and also
the availability is better than expected.
• Many respondents were just denying giving answers after 10-15 minutes of the interview
because the length of the interview was time consuming.
• Many respondents were just forcibly giving answers.
• Some respondents were happy after the interview just because they felt that their reviews
would go to the manufacturers and they would improve on the issues and also the quality of
the product.
• The respondents who have purchased the Colgate toothpaste were happy because of
quality, taste and also the feel of the toothpaste.
• Colgate keeps a csr activity or a free dental check up every year and they distribute free
samples of the Colgate toothpaste.
25
Recommendations • The length of the interview should be reduced.
• Questionnaire should be shortened.
• Many questions are repeated in the questionnaire.
• Some questions should be removed from the questionnaire such as household’s income
because many respondents are not comfortable to disclose their income.
• People were more asking about the Colgate tooth powder.
Conclusion Since
Colgate Company is well established in the market and its products have high demand in the
market taking an
undue advantage of this the distributors create monopoly in
the market. Considering this point the separation of Colgate Sensitive as a separate business
line in the market is really good as it breaks the monopoly of the well settled distributors in
the market and this has helped us to understand the actual functioning
of an
organization as we were a part of it. The retailers if given good range of margin will also help
in increasing the sales of the products to some extent as at a certain level
the retailers
do control the sales of the products in the retail market. The survey resulted into following
conclusions: • Colgate must come up with new promotional activities such that people become
aware about Colgate Sensitive
and vedshakati.
Quality is the dominating aspect which influences consumer to purchase Colgate product, but
prompt availability of other brands and aggressive promotional activities by others influences
the consumer towards them and also leads to increase sales.
The consumer in rural area mostly use tooth powder.
• It was found that many respondents were not aware of the kantar Imbr.
Bibliography
• https://imrbint.com •
26
http.www.google.com • http.www.wekipedia.com • htttp.www.colgate.co.in •
Philip Kotler- 13th edition. • https://www.colgate.com/en-in • http://

www.businessdictionary.com/definition/research • methodology.html • S A CHUNAWALLA
PRODUCT MANAGEMENT (Himalaya publications) • https://www.managementstudyguide.com
• http://www.yourarticlelibrary.com • https://en.wikipedia.org/wiki/Product_management
27
Hit and source - focused comparison, Side by Side:
Left side: As student entered the text in the submitted document.

Right side: As the text appears in the source.
Instances from: Marketing pdf.pdf
6 94% 6: Marketing pdf.pdf 94%
company's strategic plan and marketing plan. It considers the company’s strategic plan and marketing plan. It considers the
segmentation of the market and targeting. If an organization segmentation of the market and targeting. Just suppose an
wishes to target young children, it can add a whole new product organization wishes to target young’ children, it can add a whole
line for it. New product lines new product line for it. New product lines
7 94% 7: Marketing pdf.pdf 94%
The important idea is that the product line of a company reflects The important idea is that the product line of a company reflects
the objectives of the organization, the targeting decided upon the objectives of the organization, the targeting decided upon
and the buyer behavior in a given market and the buyer behaviour in a given market.
28
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8 93% 8: http://hfs.ncvps.org/Curriculum/Marketing/ModuleTen/
LessonTwoProductMixNotes/Softchalk_print.html 93%
of the
of the product mix decisions refers to the product mix width. The
Product Mix – 4 Product Mix Decisions width is all about the number of different product lines the
company carries. As mentioned in the previous example, Colgate
• Product mix width - The width is all about the number of
has 3 product lines. Thus, it has a rather limited width. The
different product lines the company carries.
product mix length refers to the total number of items a
As mentioned in the previous example, Colgate has 3 product company carries within the product lines. For instance, Colgate
lines. Thus, it has a rather limited width. carries several different brands within each line. In Colgate's oral
care product line, several different categories of toothpastes can
• be identified. A car manufacturer may have several series in its
car product line, such as 3-series, 5-series, and 7-series. The next
Product mix length - refers to the one of the product mix decisions is the product mix depth. It
refers to the number of versions offered for each product in the
total number of items a company carries within the product
product line. For instance, Colgate toothpastes come in several
lines.
tastes and variations. The vehicle manufacturer's 3-series in the
For instance, Colgate carries several different brands within each car product line may be offered in several versions: convertible,
line. coupé, sedan, and so further. Product
In Colgate’s oral care product line, several different categories of

toothpastes can be identified.
A car manufacturer may have several series in its car product

line, such as 3-series, 5-series, and 7-series.
29
Product mix depth -It refers to
the
number of versions offered for each product in the product line.
For instance, Colgate toothpastes come in several tastes and

variations.
The vehicle manufacturer’s 3-series in the car product line may

be offered in several versions: convertible, coupé, sedan, and so
further.
Product
30
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steps/69574
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product-planning/product-planning-and-development-top-7-
Product Planning and Development steps/69574 95%
1. Generation of New Product Ideas The first step in product Product Planning and Development Step # 1. Generation of New
planning and development is generation of ideas for the Product Ideas: The first step in product planning and
development of new/innovative products. development is generation of ideas for the development of new/
innovative products. Ideas may come from internal sources like
Ideas may
company’s own Research and Development (R&D) department,
come from internal sources like company’s own Research and managers, sales-force personnel etc.; or from external sources
Development (R&D) department, managers, sales-force like, customers, dealers, competitors, consultants, scientists etc.
personnel etc.; ADVERTISEMENTS: At this stage, the intention of management is
to generate more and more new and better product ideas; so
or that the most practical and profitable ideas may be screened
subsequently. Product Planning and Development Step # 2.
from external sources like, customers, dealers, competitors, Screening of Ideas: Screening of ideas means a close and
consultants, scientists etc. detailed examination of ideas, to determine which of the ideas
have potential and are capable of making significant
At this stage, the intention of management is to generate more
contribution to marketing objectives. In fact, generation of ideas
and more new and better product ideas; so that the most
is not that significant as the system for screening the generated
practical and profitable ideas may be screened subsequently.
ideas. The ideas should be screened properly; as any idea
2. Screening of Ideas Screening of ideas means a close and passing this stage would cost the firm in terms of time, money
detailed examination of ideas, to determine which of the ideas and efforts, at subsequent stages in product planning and
have potential and are capable of making significant development. Product Planning and Development Step # 3.
contribution to marketing objectives. In fact, generation of ideas Product Concept Development: ADVERTISEMENTS: Those
product ideas which clear the screening stage must be
31
is not that significant as the system for screening the generated developed into a product concept – identifying physical features,
ideas. benefits, price etc. of the product. At this stage product idea is
transformed into a product concept i.e. a product which target
The ideas should be screened properly; as any idea passing this market will accept. Product Planning and Development Step # 4.
stage would cost the firm in terms of time, money and efforts, at Commercial Feasibility: At this stage, the purpose is to determine
subsequent stages in product planning and development. 3. whether the proposed product idea is commercially feasible, in
Product Concept Development Those product ideas which clear terms of demand potential and the costs of production and
the screening stage must be developed into a product concept – marketing. Management must also ensure that product concept
identifying physical features, benefits, price etc. of the product. is compatible with the resources of the organization
technological, human and financial. Product Planning and
At this stage product idea is transformed into a product concept
Development Step # 5. Product Development: Product
i.e. a product which target market will accept. 4.
development encompasses the technical activities of
Commercial Feasibility At this stage, the purpose is to determine engineering and design. At this stage, the engineering
whether the proposed product idea is commercially feasible, in department converts the product concept into a concert form of
terms of product in view of the required size, shape, design, weight,
colour etc. of the product concept. A model or prototype of the
demand potential and the costs of production and marketing. product is manufactured on a limited scale. Decisions are also
Management must also ensure that product concept is made with regard to packaging, brand name, label etc. of the
compatible with the resources of the organization technological, product. Product Planning and Development Step # 6. Test
human and financial. 5. Marketing: ADVERTISEMENTS: A sample of the product is tested
in a well-chosen and authentic sales environment; to find out
Product Development Product development encompasses the consumers’ reaction. In view of consumers’ reactions, the
technical activities of engineering and design. At this stage, the product may be improved further. Product Planning and
engineering department converts the product concept into a Development Step # 7. Commercialisation: After the
concert form of product in view of the required size, shape, management is satisfied with the results of test marketing, steps
design, weight, color etc. of the product concept.A model or are taken to launch a full-fledged programme for the
prototype of the product is manufactured on a limited scale. production, promotion and marketing of the product. It is the
Decisions are also made with regard to packaging, brand name,
32
label etc. of the product. 6. Test Marketing A sample of the stage where the new product is born; and it enters it life cycle
product is tested in a well-chosen and authentic sales process.
environment; to find out consumers’ reaction. In view of
consumers’ reactions, the product may be improved further. 7.
Commercialization After the management is satisfied with the

results of test marketing, steps are taken to launch a full-fledged
programme for the production, promotion and marketing of the
product. It is the stage where the new product is born; and it
enters it life cycle process.
3.4
33
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with the planning, forecasting, with the planning, forecasting, and production, or marketing of a
product or products at all stages of the product lifecycle.
and production, or marketing of a product or Similarly, product lifecycle management (PLM)[1] integrates
people, data, processes and business systems. It provides
products at
product information for companies and their extended supply
all stages of the product lifecycle. Similarly, product lifecycle chain enterprise.
management (PLM) integrates folks, data, processes, and
The role may consist of product development and product
business systems. It
marketing, which are different (yet complementary) efforts, with
provides product info for corporations and their extended offer the objective of maximizing sales revenues, market share, and
chain enterprise. profit margins. Product management also involves elimination
decisions. Product elimination begins with the identification of
The role might comprise development and merchandise elimination candidates, proceeds with the consideration of
promoting, that are totally different (yet complementary) efforts, remedial actions, continues with a projection of the impact on
with the target of maximizing sales revenues, market share, and the business as a whole if a candidate product is eventually
profit margins. Product management also involves elimination eliminated, and concludes with the implementation stage, where
decisions. Product elimination begins with the identification of management determines the elimination strategy for an item.[2]
elimination candidates, takings with the thought of remedial The product manager is often responsible for analyzing market
actions, continues with a projection of the impact on the conditions and defining features or functions of a product and
business as a for overseeing the production of the product. The role of
product management spans many activities from strategic to
full if a candidate product is eventually eliminated, and
concludes with the
34
implementation stage, where management determines the

elimination strategy for an item. The product manager is
commonly answerable for analyzing market conditions and
shaping options or functions of a product and for overseeing the
assembly
of the merchandise.
The role of product management spans several activities from

strategic to
and varies supported the structure of the corporate. and varies based on the organizational structure of the
company. To maximize the impact and benefits to an
To maximize the impact and advantages to a company, product organization, Product management must be an independent
management should be Associate in Nursing freelance operate function separate on its own.
separate on its own. While involved with the entire product
lifecycle, the product management's main focus is on driving While involved with the entire product lifecycle, the product
new product development. According to the merchandise management's main focus is on driving new product
Development and Management Association (PDMA), superior development. According to the Product Development and
and differentiated new products—ones that deliver distinctive Management Association (PDMA), superior and differentiated
advantages and superior price to the customer—are the amount new products—ones that deliver unique benefits and superior
one driver of success and value to the customer—are the number one driver of success
and product profitability.[3]
product profitability.
Depending on the company size and history, product
Depending on corporate size and history, product management management has a variety of functions and roles. Sometimes
encompasses a style of functions and roles. Sometimes there's a
35
product manager, and typically the role of a product manager is there is a product manager, and sometimes the role of product
shared by alternative roles. Frequently there's Profit and Loss manager is shared by other roles. Frequently there is Profit and
(P&L) Loss (P&L) responsibility as a key metric for evaluating product
manager performance. In some
responsibility as a key metric for evaluating product manager
performance. In some
many alternative activities around the product. In others, it's one many other activities around the product. In others, it is one of
in all several things that require to happen to bring a product to many things that need to happen to bring a product to market
promote and actively monitor and manage it in-market. In and actively monitor and manage it in-market. In very large
companies, the product manager may have effective control
very large companies, the product manager may have effective over shipment decisions to customers, when system
control over specifications are not being met.
shipment decisions to customers, when system specifications Product management often serves an inter-disciplinary role,
are not being met. bridging gaps within the company between teams of different
expertise, most notably between engineering-oriented teams
Product management often serves an inter-disciplinary role,
and commercially oriented teams. For example, product
bridging gaps within the company between teams of different
managers often translate business objectives set for a product
expertise, most notably between engineering-oriented teams
by Marketing or Sales into engineering requirements
and commercially
(sometimes called a Technical Specification). Conversely, they
oriented teams. For example, product managers typically may work to explain the capabilities and limitations of the
translate business objectives set for a product by selling or Sales finished product back to Marketing and Sales (sometimes
into engineering necessities (sometimes known as a Technical
Specification). Conversely, they'll work to
36
elucidate the capabilities and limitations of the finished product

back to selling and Sales (sometimes
manage operational tasks and/or an amendment manager manage operational tasks and/or a change manager who can
World Health Organization will administrate oversee new initiatives. Manufacturing is separate from the
research function, the product manager has the responsibility to
new initiatives. Manufacturing is broken away bridge the gaps if any exist.
the analysis operate, the product manager has the responsibility In most technology companies, most product managers possess
to bridge the gaps if any exist. knowledge in the following areas: computer science, business,
and user
In
most technology firms, most product managers possess

information within the following areas:
computing, business, and user
37
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cycle.htm 51%
Product Life Cycle
Product Life Cycle It is crucial to understand the complete
It is crucial to know the entire product life cycle before product life cycle before introducing a new product or service in
introducing a replacement product or service within the market. the market. One needs to understand that every product goes
One must perceive that each product goes through bound through certain stages starting from inception to its
stages ranging from beginning to its producing, marketing, manufacturing, marketing, branding and finally losing popularity
disapproval and eventually losing quality within the market. It is in the market. It is essential for the organizations to manage the
essential for the organizations to manage the merchandise life product life cycle well as it ensures the product is launched
cycle well because it ensures the merchandise is launched with successfully in the market and also gain popularity in no time
success within the market and additionally gain quality in no eventually leading to increased sales and profitability of the
time eventually resulting in multiplied sales and profit of the organization. Let us understand
organization. Let us understand

cycle.htm 82%
product life cycle starts the moment an organization (more
specifically product team) thinks of introducing a new product in Product life cycle starts the moment an organization (more
the market. Getting concepts to style a replacement product or specifically product team) thinks of introducing a new product in
service marks the start of the market. Getting ideas to design a new product or service
marks the beginning of

cycle.htm 100%
38
product life cycle. Understand the expectations of your target product life cycle. Understand the expectations of your target
audience and how your product should offer something extra audience and how your product should offer something extra
than your competitors. Know what you want. This is one of the than your competitors. Know what you want. This is one of the
most crucial stages in most crucial stages in

cycle.htm 95%
product life cycle as it decides whether the product will be able
to survive the fierce competition and give other available brands product life cycle as it decides whether the product will be able
in the market a run for their money. Planning at this stage is to survive the fierce competition and give other available brands
extremely crucial. Decide on what the technical specifications in the market a run for their money. Planning at this stage is
extremely crucial. Decide as to what the technical specifications

cycle.htm 73%
be, tentative price, target audience and how the product needs
to be marketed. Jot down each and every detail neatly on a piece be, tentative price, target audience and how the product needs
of paper so that you do not miss out on anything. • The next to be marketed. Jot down each and every detail neatly on a piece
stage is when detailing takes place. It is time to give shape to of paper so that you do not miss out on anything.
your ideas and thoughts to reach a final product. Not all
suggestions area unit sensible, therefore, this stage additionally • The next stage is when detailing takes place. It is the time to
involves strict filtering of thoughts so solely relevant concepts give shape to your ideas and thoughts to reach to a final
are enforced. Identify your vendors United Nations agency will product. Not all suggestions are practical so this stage also
add shut association with you within the development or involves strict filtering of thoughts so that only relevant ideas
promotion of can be implemented. Identify your vendors who can work in
close association with you in the development or promotion of
39

cycle.htm 100%
product. Budgets also need to be decided at this stage so that
you do not end spending more than what you have. • This is the product. Budgets also need to be decided at this stage so that
stage when you do not end spending more than what you have.
• This is the stage when

cycle.htm 83%
organization starts manufacturing new products With all the
available resources and manpower and also following the organization starts manufacturing new products with all the
parameters and guidelines decided in stage No - 2. Make sure available resources and manpower and also following the
you employ skilled workers who are highly trained, know their parameters and guidelines decided in stage No - 2. Make sure
job well, can work on specific software and deliver final products you employ skilled workers who are highly trained, know their
within the stipulated time frame with no defects. Quality is an job well , can work on specific softwares and deliver final
especially crucial parameter one must beware of. Make sure you products within the stipulated time frame with no defects.
never compromise on quality so that the final product not only Quality is an extremely crucial parameter one needs to take care
meets but exceeds customers’ expectations. That’s the rationale of. Make sure you never compromise on quality so that the final
why organizations have a separate quality department United product not only meets but exceeds customers expectations.
Nations agency check every and each product totally to Thats the reason why organizations have a separate quality
department who check each and every product thoroughly to

cycle.htm 90%
40
hundred % product satisfaction. The checked product then goes hundred percent product satisfaction. The checked product then
to the packaging department and eventually to distribution goes to the packaging department and finally to distribution
channels. channels.
• This is the time when the product is ready to be introduced in • This is the time when the product is ready to be introduced in
the market. Decide on your promoting ways so your product the market. Decide on your marketing strategies so that your
reaches to most end-users no matter their geographical product reaches to maximum end-users irrespective of their
location. Tie up with a good advertising agency who designs a geographical location. Tie up with a good advertising agency
catchy advertisement for your product. Get pamphlets who designs a catchy advertisement for your product.Get
distributed, hoardings and banners displayed at the most pamphlets distributed, hoardings and banners displayed at the
strategic locations for maximum visibility. most strategic locations for maximum visibility.
• Once the product is in the market, do not forget to take • Once the product is in the market, do not forget to take
customer feedback. After sales service is extremely important. customer feedbacks. After sales service is extremely important.
Check regularly with dealers, distributors, outlets selling your Check regularly with dealers, distributors, outlets selling your
products to find out if at all there are any kinds of customer products to find out if at all there are any kinds of customer
complaints. If complaints. If
41
Instances from: https://phdessay.com/toothpaste-and-colgate/
1 75% 1: https://phdessay.com/toothpaste-and-colgate/ 75%
Personal Products. Personal Products Background Colgate-palmolive is Rs 1. 300

crore company started in year 1937. In Rs 2,400 crore domestic
Background market it enjoys 50% of markets share. It spread across 4. 5
million retails outlets out of which 1. 5 million are direct outlets.
Colgate Palmolive is Rs1300 crore company started in year 1937.
Financials Total Income – Rs 20606. 60 Million (year Ending Mar
In RS 2,400 crore domestic market it enjoys 50% of
2010) Net Profit – Rs 4232. 60 Million (year Ending Mar 2010)
the Company Secretary K V
market share .it spreads across 4.5 million retail outlets out of
which 1.5 million are direct outlets
Financials total incomes RS 20606.60 Million (year ending-

march2018) Net profit –RS 4232.60 Million (year ending
March 2018) Company Secretary K V
42

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URKUND

Urkund Analysis Result

Sources included in the report:

Marketing pdf.pdf (D34766216)

Instances where selected sources appear:

KOHINOOR BUSINESS SCHOOL

PROJECT REPORT ON “THE CONSUMER PERCEPTION ABOUT COLGATE BRAND IN MUMBAI

Signature: Amit Daware

He has worked under my guidance.

Dr BHARTI DESHPANDE Project Guide (Internal)

I am ineffably indebted to Mr. Karrthikvishnubhotlafor conscientious guidance and

Sincerely, Regards Amit Daware Place: Mumbai Date:

Colgate Palmolive ltd .change their plan

analyze the quality of

product and services provided by Colgate Palmolive ltd and what

the customer want from them

what is the perception of the customer

Detailing of the products of the retailers and dentist. As made and

and to carry out the market survey in the Mumbai city.

1. INTRODUCTION Colgate Palmolive is the

Company profile Company name Colgate-Palmolive Ltd.

R.A.Shah MD- Ram Raghavan Directors- M.s.Jacob, M.chandrashekar, S.Sharma, A.chintamani,

March 2018) Company Secretary K V

The principles of the

William Colgate himself

soap and candle maker opened up

scratch soap and candle

in the 1840s the firm began selling individual cakes of

soap in uniforms weight .in 1875

William Colgate died and

cashmere bouquet a perfumed soap .in 1873

the firm introduced its

aromatic toothpaste sold in jars .

his Company sold the first toothpaste in

a tube Colgate ribbon cream

Colgate university (formerly Madison university)

Wisconsin the B J Johnson company was making a soap entirely of

the palm and olive oil the formula of which

popular enough to rename their company after it Palmolive

Extensive advertising included the

started putting florid in its toothpaste

but that didn’t stop Colgate .

part they fully sponsored

the serial The Doctor

henry Lesch was

CEO and chairman of the board of Colgate Palmolive

the Maine a leading maker of the

Today Colgate has numerous subsidiary

of all ages .this event is

our goal is to provide an athletic competition that’

the participating young girls and women develop a strong sense of

the personal achievement and self-esteem .

The company focus on

strong global brand in its

trying to delivering the strong global growth by the

following a tightly defined strategy to increase market leadership positions for

Colgate Palmolive India: 1. Headquarters in Mumbai. 2. Annual turnovers around 1100crs. 3.

s award from the

one they love.

1.1OBJECTIVE OF THE PROJECT:

consumer response, perception towards Colgate toothpaste brand in Mumbai.

Made an attempt to promote and increase the sales of

the Colgate brand in specific area.