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1. REASEARCH METHODOLOGY:

1.1 Introduction:

Technology such as the Internet, and the role of oral tradition in the social sciences.
Discussion questions and exercises are provided at the end of each section. This guide to
effective academic research covers all facets of the research process, from finding and defining a
suitable topic, performing literature surveys, and conducting research to analysing and
disseminating the results. The subject is placed in the context of South Africa, where the
university systems, funding bodies, and the country's research needs are different than those of
Europeans and North Americans. The methodologies discussed include traditional modes of
inquiry, research
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and other
research techniques, and could include both present and historical information.
1.1.1 Definitions: -
 According to Clifford Woody: –
Research compromises defining and redefining problems, formulating a hypothesis or
suggested solutions, collecting and evaluating data, making deductions and reaching conclusions.
 According to D. Slazenger: –
The manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge aids in construction of theory or in the practice of an art.
1.1.2 Characteristics: -
Research is a process of collecting, analysing and interpreting information to answers.
But to complete the process it must have certain characteristics, which are as follows:
1. Controlled:
It means exploring casualty in the relation of two factors. In simpler words, it can be
stated that one must set his study in such a way that minimizes the other factors affecting the
relationship.

2. Rigorous:

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You must be careful in ensuring the procedures used to find the answers to the questions
are relevant, justified & appropriate. The degree of rigor varies between physical and social
science.
3. Systematic:
The procedure adopted to take an investigation should follow a certain logical sequence.
Some procedure must follow others.
4. Valid & verifiable:
Whatever you conclude on the basis of your findings is correct and can be verified by you
and others.
5. Empirical:
Any conclusion drawn should be based on the data gathered from information based on
life experiences or observations.
6. Critical:
The process of investigation must be fool proof and free from drawbacks. The process
adopted and the procedures used must be able to withstand critical scrutiny.
1.1.3 Types: -
Basic research: A basic research definition is data collected to enhance knowledge. The main
motivation is knowledge expansion. It is a non-commercial research that doesn’t facilitate in
creating or inventing anything. For example: an experiment to determine a simple fact.
1. Applied research:

Applied research focuses on analysing and solving real-life problems. This type refers to
the study that helps solve practical problems using scientific methods. Studies play an important
role in solving issues that impact the overall well-being of humans. For example: finding a
specific cure for a disease.
2. Problem oriented research:
As the name suggests, problem-oriented research is conducted to understand the exact
nature of a problem to find out relevant solutions. The term “problem” refers to multiple choices
or issues when analysing a situation.
3. Problem solving research:
This type of research is conducted by companies to understand and resolve their own
problems. The problem-solving method uses applied research to find solutions to the existing
problems.
4. Qualitative research:

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Qualitative research is a process that is about inquiry. It helps create in-depth

understanding of problems or issues in their natural settings. This is a non-statistical method.
5. Quantitative research:
Qualitative research is a structured way of collecting data and analysing it to draw
conclusions. Unlike qualitative methods, this method uses a computational and statistical process
to collect and analyse data. Quantitative data is ally about numbers.

1.2 Objective of The Study:

 To find out the consumer level of satisfaction.

 To find out retailers and customers response towards Colgate sensitive toothpaste and
toothbrush.

 To carry out a market survey in the city to find the demand estimation Colgate sensitive
toothpaste and toothbrush.

 To study the opinion of customers and chemists regarding Colgate sensitive toothpaste
and toothbrush.

1.3 Method of Data Collection:

1.3.1 Primary data:

Primary data is data that is collected by a researcher from first-hand sources, using
method like surveys, interviews, or experiments. It is collected with the research project in mind,
directly from primary sources.

 Questionnaires and surveys

 Interviews
 Documents and records
1.3.2 Secondary data:

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Secondary data refence to data that is collected by some one other than the user. Common
sources of secondary data for social science include information collected by government
department, organisational records and data that was originally collected for other research
purposes.

 Data already collection by any person or institution is called secondary data.

 This data is often used by the investigatory and other people having its need.
 The researcher of the report also did the same and collected secondary data from various
internet sites.
 The researcher of the report also visited various libraries for collection of the
introduction part.
 The sources of secondary data were
 Books,
 Magazines
 Internet sites
 Observations
 Focus groups
 Oral histories

1.3.3 Sample size: 10 people were questioned…….

1.4 Scope of the study:

 The scope of the study to revealed overall customers and retailer’s response over Colgate
sensitive toothpaste and toothbrush.

 competitor’s analysis to gain competitive advantage.

 That will help to study SWOT ANALYSIS and according to which necessary changes
could be implied.

2. COMPANY PROFILE:
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2.1 Introduction of Company:

 Colgate- Palmolive Company is an American diversified multinational corporation

focused on the production. Distribution and provision of household, healthcare and
personal products, such as soaps, detergents, and pral hygiene products (including
toothpaste and toothbrushes).

 Under its “Hills” brand, it is also a manufacture of veterinary products; The Company’s
corporate offices are on Park Avenue in New York City, across from the Walldorf
Astoria.

 In India, it operates under the name as Colgate-Palmolive (India) limited and its head
office is at Mumbai.

 Colgate Palmolive is a $10.6 billion global company serving people in more than 200
countries and territories with consumer products that make lives healthier and more
enjoyable.

Colgate-Palmolive is a leading global consumer products company, tightly focused on

Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200
countries and territories around the world under such internationally recognized brand names as
Colgate, Palmolive, Mennen, soft-soap, Larch Spring, Protest, Sorriso, Kalymnos, Ajax, Axion,
Soup line, Suavity and Fab, as Hill’s Science Diet and Hill’s Prescription Diet pet foods.
Their production data centre utilizes 30 Parcel Databases with 16 TB of mission critical
data supporting their SAP enterprise modules including Supply Chain Management, Customer
Relations Management, Finance and Human Resources. A second data centre is responsible for
managing over 60test and development databases with approximately 33 TB of data. This facility
provides disaster recovery protection for their production data centre located 800 miles away.

2.2 History of The Company:

In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap and
candle factory on Dutch Street in New York City under the name of “William Colgate &
Company”. In the 1840s, the firm began selling individual cakes of soap in uniform weights. In
1857, William Colgate died and the company was recognized as “Colgate & Company” under
the management of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a
perfumed soap. In 1873, the firm introduced its first toothpaste, aromatic toothpaste sold in jars.

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His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in1896. By 1908
they initiated mass selling of toothpaste in tubes.

1817: First Colgate advertisement appears in a New York newspaper.

1820: Colgate establishes a starch factory in Jersey City, New Jersey.

1866: Colgate introduces perfumed soap and perfumes.

1873: Colgate introduces toothpaste in jars.

1896: Colgate introduces toothpaste in a collapsible tube.

1906: Colgate & Company celebrates its 100th anniversary. Product line includes over 800
different products.

1908: Colgate is incorporated by the five sons of Samuel Colgate. Ribbon opening added to
Colgate tube: “We couldn’t improve the product so we improved the tube.”

1914: Colgate establishes its first international subsidiary in Canada.

1928: Colgate merges with Palmolive-Pet to become Colgate-Palmolive-Pet Company.

1953: Colgate-Palmolive Company becomes company’s official time.

1968: Colgate toothpaste adds MFP fluoride, clinically proven to reduce cavities.

1983: Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are
sold annually worldwide. If you lined them up end to end, they would circle the globe 16 times.

1987: Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation. Today,
Colgate is the global leader in liquid hand soap.

1995: Colgate enters Central Europe and Russia, expanding into fast- markers. Colgate acquires
Kalyn’s Oral Care business in Latin America and Launches market-leading growing sorriest
toothpaste.

2004: Colgate acquires the GABA oral care business in Europe, with its strength in the important
European pharmacy channel and its ties with the dental community leader in that market in the

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United States.

Today…

Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Oral
Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200
countries and territories worldwide.

Date of Establishment: - 1937

Revenue: - 347.188 (USD in Millions)

Market Cap 111160.5286158 (Rs. In Millions)

Corporate Address

Colgate Research center,

www.colgate.co.in

Management Details:

Chairperson: -J. Skala

MD: -R.D. Calmeyer

CEO: lan M. Cook

Directors:
Derrick Samuel K Stena
J Skala
K. V. Vaidya Nathan
M. A. Elias
P. K. Ghosh
R. A. Shah
R. D. Cal Meyer
V. S. Mehta
No. of Employees: 38,100

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Common Issue Type CS

Countries/territories of sales: 200+

Countries with operation: 80

2.2.1 Business Operation Background:

Household & Personal Colgate-Palmolive is Rs 1,300 crore, Company started in year

1937. In Rs 2,400 crore domestic market it enjoys 50% of market share. It spread across 4.5
million retails outlets out of which 1.5 million are direct outlets. The Company is having’s four
wholly owned subsidiaries namely Colgate-Palmolive.

1. Financials:

Total income-Rs. 18025.707 Million (year ending Mar 2009) Net profit- Rs.2902.194
Million (year ending Mar 2009).

2.Business Description:

The Company manufactures and markets a number of products in the U.S. and around the
world in two district business segments: Oral, Personal and Home Care; and Pet Nutrition.

2.2.2 Company Product:

1. Oral Care:

 Toothpaste

 Tooth brushes

 Kids products

 Whitening product

2. Personal:

Men’s & women’s Antiperspirant and Deodorant

 Bar soap

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 Body wash

 Liquid hand wash

 Toiletries for men

3. Home Care:

 Dishwashing

 Fabric

4. Conditioner:

 Household

5. Cleaners:

 Institutional products

6. Pet Nutrition:

 Science Diet

 Prescription Diet

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7. Toothbrush: -

 Colgate 360

 Colgate Navigator Plus

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 Colgate Sensitive

 Colgate Extra-Clean Gum Care

 Colgate Massager

 Colgate Kids 2+

 Colgate Zig Zag

8. Colgate Dental Cream: -

 Colgate Total 12

 Colgate Sensitive

 Colgate Max Fresh

 Colgate Kids Toothpaste

 Colgate Herbal

 Colgate Advanced Whitening

 Colgate Cibaca Family Protection

 Colgate Active Salt.

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2.3 Product Range:

Products of Colgate.

Product Price
Colgate Total Advanced Health Toothpaste (240g) ₹ 115

Colgate Strong Teeth Toothpaste (400 g) ₹ 159

Colgate Kids Barbie Toothpaste (80 g) ₹ 74

Colgate Kids Spiderman Toothpaste (80 g) ₹ 74

Colgate Visible White Toothpaste ₹ 87

Colgate 2 In 1 Ice Blast Whitening Toothpaste ₹ 595

Colgate Herbal Toothpaste (200 g) ₹ 83

Colgate 2 In 1 Whitening Toothpaste ₹ 595

Colgate Cibaca Vedshakti Toothpaste ₹ 52

Colgate Deep Clean Toothpaste (140 g) ₹ 114

Colgate Sensitive Plus Anticavity Toothpaste ₹ 215

Colgate Maxfresh Red Gel Toothpaste (600 g) ₹ 264

Colgate Active Salt Toothpaste (600 g) ₹ 244

Colgate 80 Gmoriginal Toothpaste (80 g) ₹ 385

Colgate Toothpaste for Kids (0 – 2 Y) ₹ 350

Colgate Maxfresh Blue Gel Toothpaste ₹ 45

Colgate My First Toothpaste (50 g) ₹ 600

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Colgate Total Advanced Health Toothpaste (240 g) ₹ 115

2.3.1 Awards and Achievements:

1. Colgate- Palmolive company junior faculty Award.

2. Excellence in teaching Awards.

3. Engraved Award.

 Colgate has been rank as India’s #1 Most trusted brand across all categories from 2003 to
2007.
 51 % Market share in the Toothpaste Segment.
 48 % Market share in the Toothpowder Market.
 30 % Share in the Toothbrush Market.
 On 4 Sept.2009, Colgate -Palmolive signed SRK as its Brand Ambassador.

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3) THEORETICAL BACKGROUND OF THE STUDY:

3.1 Concept of Marketing:

The marketing concept is the belief that companies must assess the needs of their
consumers first and foremost. Based on those needs, companies can make decisions in order to
satisfy their consumers’ needs, better than their competition. Companies that hold this
philosophy believe that their consumers are the driving forces of their business. Nowadays, most
companies have incorporated the marketing concept. So, if you were a new company, how would
you know what a customer would need and want?

First of all, let us define needs and wants. Needs are basic requirements for an individual
to survive. Some examples are water, food, shelter, etc. Obviously, the needs of consumers are
wide-ranging. Wants are the desire for something that an individual cannot live without. Some
examples are a bigger home, a brand-new car, an iPad, and the like. Even though consumers’
needs are broad, wants can be very particular.

Consumers decide to buy based on both their needs and wants. Case in point, if they were
hungry, they would need food. If you base it simply on that, then any kind of food will do. Yet,
the consumer would have particular food in mind. Even though they can get a burger from
Burger King, what they might truly want is a half-pound grilled burger from a bar in their local
neighbourhood. It is at this point that marketers would come in. Marketers acknowledge the
needs of consumers and use the consumers’ desire for what they want to steer them towards
specific products and services.

3.1.1 The marketing concept underscores:

 identifying the market or targeting consumers;

 understanding the needs and wants of the consumers in the target market;
 creating products or services based on the consumers’ needs and wants;
 satisfying the needs of consumers better than competitors; and
 accomplishing all of these while earning a profit.

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3.1.2 The Difference between Marketing and Marketing Concepts.

Sometimes people blur the lines between marketing and marketing concepts. Marketing
is promoting the products and services of a company for a particular target market. As a whole,
marketing brings attention the offerings of a company. These may be goods for sale or services
on offer. Typical examples of marketing on the ground are billboards on the road, television
commercials, and magazine advertisements.

However, not all companies have the same approach towards marketing their goods and
services. Actually, there are a couple of strategies on making marketing successful for any
company. The approaches talked about are these marketing concepts. These approaches of a
company peg what kind of marketing tools they can and will use in a business.

Marketing concepts are formed through a clear objective that incorporates cost efficiency,
effectiveness, and social responsibilities in a target market.

3.1.3 The Difference between Marketing Concept versus Market Concept.

As previously described, the marketing concept is a business philosophy that keeps in

mind that long run profitability is best accomplished through concentrating company activities
towards satisfying the needs of a specific target market.

The market concept, on the other hand, creates suitable market intelligence as connected
to present and future consumer needs, as well as the relative capabilities of the competition to
satisfy those needs. This concept is the incorporation and distribution of market intelligence
throughout departments and coordinated creation and implementation of a company’s response
to opportunities in the market.

This article will highlight the types of marketing concepts, specifically the production
concept, the product concept, the selling concept, the marketing concept, and the societal
marketing concept. The discussion will show how concepts of marketing have evolved, leading
to the marketing concept that is mostly used by all companies to date – at least those companies
that want to survive and thrive in their industries.

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3.1.4 The evolution towards the marketing concept:

There are five distinctive marketing concept types or approaches to achieving effective
marketing. Notably, not all these marketing concept types work for all industries, because they
differ in function. Every marketing concept was created depending on the need of the market. As
markets changed, so did the concepts.

1) The Production Concept:

Companies that use the production concept have the belief that customers primarily
want products that are affordable and accessible. The production concept is based on the
approach that a company can increase supply as it decreases its costs. Moreover, the production
concept highlights that a business can lower costs via mass production. A company oriented
towards production believes in economies of scale wherein mass production can decrease cost
and maximize profits. As a whole, the production concept is oriented towards operations.

The production concept actually came about in the early 1920s during the industrial
revolution. During that time, the production concept was very popular because the goods
produced back then were mainly basic necessities. Moreover, there was quite a high level of
demand that was unfulfilled. Almost everything that was manufactured then were easily sold
based on production costs. There were just two main concerns for a company before they
produced a product back then whether they could produce the product and if they could produce
enough of it.

The use of the production concept is only effective when demand is greater than supply.
The biggest disadvantage of this concept is that it is not always the case that your customer
chooses to buy the most affordable and easily accessible product.

2) The Product Concept:

Companies that focus on the product concept believe that the most significant priorities
for a customer are quality and functional characteristics of a product. What this indicates is that a
customer looks for innovative alternatives and always searches for the best of what is currently
available in the market. In addition, within this concept, it is assumed that consumers stay loyal
if they receive more product options and benefits.

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The disadvantage of the product concept is that companies must recognize that superior
quality of a product does not make it sell automatically. Superior products will sell only if they
satisfy a consumer’s needs and wants. Moreover, consumers are not attracted to goods simply
because of its quality. They also factor in other variables, such as a product’s price, availability,
and the like. A quality product yet with a high price can dent the budget of a consumer.

3) The Selling Concept:

The selling concept involves companies that are sales oriented. What this means is that
they can make a product and then sell it to their target market without consideration of their
consumers needs or wants. The selling concept highlights that customers would buy a company’s
products only if the company were to sell these products aggressively.

This concept became very popular in the early 1930s. At this stage in time, mass
production had become the norm, there was more competition, and most of customer demand
had already been met. So, companies started to practice the selling concept. Companies would
produce the product, but at the same time attempt to convince consumers to buy them through
personal selling and advertising. The key considerations companies had for using the selling
concept was whether they could sell the product and if they could charge sufficiently for it.

The selling concept pays little attention to whether or not a product was truly needed by
consumers. The objective was to beat the competition merely in sales, with few regarding the
satisfaction of a consumer. Nowadays, this is called “hard selling,” wherein goods are not bought
– they are sold. This concept is based on the belief that consumers may be attracted; hence,
companies can focus their efforts in attracting and educating consumers.

4) The Marketing Concept:

A company that believes in the marketing concept places the consumer at the centre of
the organization. All activities are geared towards the consumer. A business, oriented towards
the market, aims to understand the needs and wants of a customer and executes the marketing

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strategy according to market research beginning from product conception to sales. As sales
begin, further research can be implemented to figure out what customers think about a product
and whether improvements are needed. While markets change continuously, product
development and market research is always ongoing for a company that concentrates on the
market.

By focusing on the needs and wants of a target market, a company can deliver value,
more than its competitors. The marketing concept highlights the pull strategy, wherein a brand is
so strong that customers would always prefer your brand to others’. The main concerns of a
company that was focused on the marketing concept were the wants of consumers, if they could
develop the product while the consumers still wanted it, and how they could keep customer
satisfaction.

The marketing concept came about after the Second World War. There were more
product variety and the selling concept could not be depended upon to generate sales. With
raised discretionary income, consumers were also able to be selective. They could buy products
that met their needs precisely but those needs were not patently obvious.

5) The Societal Marketing Concept:

The societal marketing concept is a relatively new marketing concept. While the societal
marketing concept highlights the needs and wants of a target market and the delivery of better
value than its competitors, it also underscores the importance of the well-being of customers and
society as a whole (consumer welfare or societal welfare).

The societal marketing concept goes one step further than the marketing concept. Case in
point, if a company creates a car that uses less fuel but has more pollution, this would merely
increase customer satisfaction, but not societal welfare. Companies who believe in the societal
marketing philosophy direct their marketing towards giving customer satisfaction and social
welfare.

With this last concept of marketing, companies receive long-term profit, not only from the
viewpoint of the consumer, but also of society.

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3.2 Marketing of products/ service:

3.2.1 Marketing Strategies:

Colgate delights consumers around the world with an array of Oral Care, Personal Care,
Home Care and Pet Nutrition products. Behind the success of Colgate’s brands are carefully
developed business and marketing strategies.

Known for having a long history of strong relationships with its retail trade partners.
Small stores around the world are just as important to Colgate as large ones. Based on consumer
and shopper insights, the Company works closely with local merchandisers and shop owners to
offer a relevant assortment of products and merchandising services to achieve high visibility in
each store.

Colgate is sharply focused on aligning its strategies and goals with those of its trade
partners in order to achieve mutual success. Colgate people understand that the way they do
business is just as important as the results they achieve.

Colgate has developed global commercial selling principles that apply to their
relationships with all customers, regardless of their size or location. These principles provide
specific guidelines on how to achieve business goals, while maintaining Colgate’s commitment
to its values and to upholding the highest ethical standards in its business dealings.

Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. While

innovation in new product development is key, equally important is innovation throughout all of
the Company’s business functions and processes.

New product development for products expected to be launched within three years takes
place at nine consumer innovation centers strategically located around the world. These centers
create new product concepts and ideas based on specific insights into consumer wants, needs and
behaviors. For projects extending three to five years into the future, work is focused in three
category-specific long-term innovation centers: Oral Care, Pet Nutrition and Personal Care.
Supplementing these efforts, Colgate scientists conduct early research to establish a scientific
foundation for new product ideas generated, and develop robust formulations that deliver new
benefits to consumers.

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In marketing, Colgate is breaking ground in connecting with consumers in non-traditional

ways, particularly by leveraging the Internet and mobile phones. One successful program is
capitalizing on the popular use of the term “Colgate Smile” for any great smile. Colgate
encourages a personal, emotional connection with our brand by inviting consumers to share their
“Colgate Smiles” via photographs, stories and videos posted on www.ColgateSmile.com and
numerous social networking sites, such as Myspace and Facebook. To best reach today’s
consumers, Colgate uses integrated marketing communications that include a mix of traditional
and new media, as well as creative promotional activities. For example, as part of its very
successful “FEEDING IS BELIEVING” Marketing campaign

3.3 Marketing of mix:

Marketing Mix of Colgate Palmolive analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Colgate Palmolive marketing strategy. The
article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Colgate Palmolive Marketing Mix:

3.3.1 Product:

The product strategy and mix in Colgate Palmolive marketing strategy can be explained
as follows:

Colgate Palmolive has huge variety of product offerings. Under Colgate Palmolive
company, Colgate brand has various oral care products under it whereas Personal care products
are sold under brand Palmolive. Colgate not only has toothpastes, toothbrushes and mouthwashes
but also toothpowders and kids products aimed mainly at rural population and special product for
kids respectively. It also provides specialty products that aims at solving various oral problems
of consumers, for example Colgate pain out which gives relief from acute pain. Colgate serves as
an umbrella brand for its 11 other brands such as Colgate maxfresh, each one of which either
provides a unique benefit or is made up of unique ingredients. Their benefits range from
whitening, cavity protection, breathe freshening to germ protection and sensitivity relief. The

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products are either gel based or paste based. The main ingredients of the toothpastes are fluoride
and calcium that helps in scrubbing the plaque, removing food stains and making teeth stronger.

The Colgate toothbrush also comes in various varieties ranging from ultra-soft to
especially for kids. Personal care products of Colgate Palmolive are marketed under brand
Palmolive. The main products under the brand are shower gel, Liquid hand wash, Haircare and
Bar soap. There is huge variety in terms of ingredients ranging from lime, mint to sea minerals.
Thus, Colgate Palmolive covers an entire portfolio of oral and personal care as a part of its
marketing mix.

3.3.2 Place:

Below is the pricing strategy in Colgate Palmolive marketing strategy:

Colgate Palmolive has a robust distribution system. The distribution channel of Colgate
Palmolive is widely spread and reaches to even remote corners of the country. Its oral care
products are not only present in super markets and hyper markets but are also available in small
retailer shops in a remote rural location. Wide availability of its product is one of the reasons that
is responsible for maintaining its position among the most trusted brand. Colgate Palmolive
reaches consumers through numerous medical stores, cooperative stores as well as dentists.
Colgate Palmolive products occupy a huge shelf space and positioned as such to attract
maximum consumer attention.

3.3.3 Price:

Following is the distribution strategy of Colgate Palmolive:

Colgate Palmolive follows a competitive pricing policy under its marketing mix strategy.
Colgate Palmolive products are priced at similar range or slightly higher range with respect to its
competitors. Colgate charges premium price for its specialty products as it is targeted at a niche
category. Colgate Palmolive target all sections of society by providing products at all price
ranges. A higher price range is justified by an added ingredient that provides extra benefits to
consumers. Also, the products are available in various SKUs so that it can cater to a broader

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base. The pack sizes ranges from 50g to 500g. Colgate also bundles its toothpastes with
toothbrushes to make the offers look attractive to consumers.

3.3.4 Promotion:

The promotional and advertising strategy in the Colgate Palmolive marketing strategy is as
follows:

Colgate Palmolive promotes its products to its huge target audience through various
channels. The brand is advertised through various TVC, billboards and hoardings. It is promoted
through print media by various advertisements in newspapers and magazines. Colgate Palmolive
is also capitalizing on internet marketing through Facebook and YouTube advertisements. The
brand Colgate positions it products as the one that are recommended by dentists. It has built its
promotion activities on tagline of Dentists recommended. The brand Colgate Palmolive also
advertises its products through various celebrity endorsements. It has gained a huge customer
base by launching creative marketing campaigns that not only attracts consumers but also
educates them. Hence this completes the Colgate Palmolive marketing mix.

3.3.5 About Colgate Palmolive:

Colgate Palmolive is a leading consumer products company headquartered in New York.

It has a huge presence worldwide operating in 75 countries and selling its product offerings in
200 countries. Colgate Palmolive is present in four product categories- oral care, personal care,
home care and pet nutrition. It is global leader in oral care products. Colgate Palmolive
commands a huge consumer trust and has received several awards for being the most trusted
brand. Caring is the one of the core values on which the company operates. Colgate Palmolive is
committed towards not only its consumers, employees, shareholders but also towards protecting
environment and enhancing the communities. The company has retained customer loyalty
throughout the years by launching new innovative products in the market continuously.

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4 DATA PRESENTATION:

4.1 Introduction: –

The conceptual analysis is done in the earlier chapters. But to formulate any policies and
strategies it is needed to analyze the given facts and figures representing the current position of
the company.
To collect the facts, one questionnaire was prepared, for the customers respectively. The
questionnaire contains various questions which will help in analyzing the pre-decided objectives.
These questionnaires were distributed to 10 customers respectively to gain their perspectives
about COLGATE PALMOLIVE (INDIA) LIMITED. The facts collected from the
questionnaire are analyzed individually below.

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4.2 Ratio of Colgate Toothpaste Users.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 10 100
2 No 00 00
Total 10 100
Table No.4.1 Ratio of Colgate Toothpaste Users.

Ratio Of Colgate Toothpaste Users.

100
No. of respondents in %

100
90
80
70
60
50
40
30
20 0
10
0
Yes No
Options

Graph No. 4.1 Ratio of Colgate Toothpaste Users.

Data Interpretation:

The above table and graph shows that, 100 % respondents are used Colgate toothpaste.

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4.3 Attraction for product of toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Packaging 01 10
2 Flavour 03 30
3 Price 02 20

4 Quality 04 40

Total 10 100
Table No. 4.2 Attraction for product of toothpaste.

Attraction For Product Of Toothpaste.

Packaging

Quality
Flavour

Price

Packaging Flavour Price Quality

Graph No. 4.2 Attraction for product of toothpaste.

Data Interpretation:

The above table and graph show that, the no. respondents attracting for flavour is less
than the no of respondents are attracting for quality and more than respondents attracting for
price and the respondents attracts for packaging is less than all above.

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4.4 Most likely make you purchase Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Buy-one gets one free 07 70

2 Three for two 00 00
3 Price discount 02 20

4 Coupons 00 00

5 Mostly available 01 10

Total 10 100
Table No. 4.3 Most likely make you purchase Colgate toothpaste.

Most likely make you purchase Colgate toothpaste.

Mostly available 10

Coupons 0
Options

Price discount 20

Three for two 0

Buy-one gets one free 70

0 10 20 30 40 50 60 70 80

No. of respondents in %

Graph No. 4.3 Most likely make you purchase Colgate toothpaste.
Data Interpretation:

The above table and graph show that, more than 70 % no. of respondents are purchase
Colgate toothpaste for offer buy one get one free, and someone 20 % respondents are purchase
for price discount, and less than 10% respondents are purchase for mostly available Colgate
toothpaste.

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4.5 Variation in user of Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 05 50
2 No 05 50
Total 10 100
Table No. 4.4 Variation in user of Colgate toothpaste.

Variation In User Of Colgate Toothpaste.

60
50 50
No. of respondents in %

50

40

30

20

10

0
Yes No
Options
No. of respondents

Graph No. 4.4 Variation in user of Colgate toothpaste.

Data Interpretation:

The above table and graph show that, 50 % respondents use variation of Colgate
toothpaste and 50 % respondents are said not variation of Colgate toothpaste.

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4.6 Like the packaging of Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 10 100
2 No 00 00
Total 10 100
Table No. 4.5 Like the packaging of Colgate toothpaste.

Like The Packaging Of Colgate Toothpaste.

120

100
No. of respondents in %

80

60
100
40

20

0
0
Yes No

Options

Graph No. 4.5 Like the packaging of Colgate toothpaste.

Data Interpretation:
The above table and graph show that, 100 % respondents like the packaging of Colgate
toothpaste.

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4.7 which flavour do you prefer in Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Colgate Herbal 03 30
2 Zin1 01 10
3 Colgate Optic White 06 60

4 Other 00 00

Total 10 100
Table No. 4.6 flavour do you prefer in Colgate toothpaste.

F l a v o u r D o Y o u P refer In C o lg a te T o o th p a ste.
70

60
No. of respondents in %

50

40

30

20

10

0
Colgate Herbal Zin1 Colgate Optic White Other

Options

Graph No. 4.6 Flavour do you prefer in Colgate toothpaste.

Data Interpretation:

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The above table and graph show that, mostly respondents are using Colgate optic white
toothpaste, someone respondents are using Colgate herbal toothpaste and less that respondents
are using zin 1 toothpaste.

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4.8 Satisfaction with offer for Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Highly Satisfied 03 30
2 Satisfied 05 50
3 Dissatisfied 02 20

4 Highly Dissatisfied 00 00

Total 10 100
Table No. 4.7 Satisfaction with offer for Colgate toothpaste.

Satisfaction With Offer For Colgate Toothpaste.

50
45
40
No. of respondents in %

35
30
25
20
15
10
5
0
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied

Options

Graph No. 4.7 Satisfaction with offer for Colgate toothpaste.

Data Interpretation:
The above table and graph show that, 50 % respondents are satisfied with Colgate
toothpaste, 30 % respondents are highly satisfied with Colgate toothpaste and 20 % respondents
are dissatisfied of offer for Colgate toothpaste.

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4.9 Satisfaction with price range for Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 07 70
2 No 03 30
Total 10 100
Table No. 4.8 Satisfaction with price range for Colgate toothpaste.

Satisfaction With Price Range For Colgate Toothpaste.

No
30%

Yes
70%

Yes No

Graph No. 4.8 Satisfaction with price range for Colgate toothpaste.

Data Interpretation:
The above table and graph show that, more than 70% respondents are satisfied with price
range of Colgate toothpaste and less than 30 % respondents are not satisfied with price range of
Colgate toothpaste.

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4.10 Awareness of Free dental check-up.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 05 50
2 No 05 50
Total 10 100
Table No. 4.9 Awareness of Free dental check-up.

Awareness of Free Dental Check-up

 

No
Options

Yes

0 10 20 30 40 50 60

No. of respondents in %

Graph No. 4.9 awareness of Free dental check-up.

Data Interpretation:
The above table shows that, 50 % respondents are aware for free dental check-up
conducted by Colgate toothpastes and 50 % respondents are not aware for free dental check-up
conducted by Colgate toothpaste.

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4.11 Do you like taste of Colgate toothpaste.

Sr. No. Options No. of respondents Percentage (%)

1 Yes 10 100
2 No 00 00
Total 10 100
Table No. 4.10 Do you like taste of Colgate toothpaste.

Do You Like Taste Of Colgate Toothpaste.

100%
No. of respondents in %

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No

Options

Graph No. 4.10 Do you like taste of Colgate toothpaste.

Data Interpretation:
The above table shows that, there are 100 % respondents are like the taste of Colgate
toothpaste.

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5. FINDINGS, SUGGESTIONS AND CONCLUSION:

5.1 Findings:

5.1.1 General Finding:

 Most of the respondents are used Colgate toothpaste.

 Among the respondents 40% respondents are attracting for quality.
 Most of the respondents are purchase Colgate toothpaste for offer buy-one get one free.
 Some of the respondents are uses variations in Colgate toothpaste & some of the
respondents are not uses try variation in Colgate toothpaste.
 All the respondents like the packaging of Colgate toothpaste.
 Most of the respondents are using Colgate optic white toothpaste.
 Some of the respondents are satisfied with offers of Colgate toothpaste.
 Most of the respondents are satisfied with price range of Colgate toothpaste.
 Some of the respondents are aware for free dental check-up conducted by Colgate
toothpaste & some of the respondents are not aware for free dental check-up conducted
by the Colgate toothpaste.
 All the respondents are like the taste of Colgate toothpaste.

5.1.2 Specific Findings:

 Most of the Colgate toothpaste are used by young generation 15 – 30 years and easily
available in India.
 Profits are increasing year by year by Colgate Palmolive company.
 Colgate – Palmolive currently has a zacks Rank no. to buy.

5.2 Suggestions:

 Reduce the price:

Colgate should reduce the price of toothpaste. If they reduce it, the poor people
also buy it & it helps to increase the sales of company

 Improve distribution network:

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Company needs to improve the distribution network; it helps to customers to get a

product easily available. Company can choose or higher distributer, wholesalers, & sales
team to improve distribution network.
 Free dental check-up for kids:
Company can give a free dental check-up for kids when company taking care of
kids, the parents are automatically attracting towards their Colgate products. It also helps
to increase the customers.

5.3 Conclusion:
All the respondents are uses Colgate toothpaste. The overall opinion about Colgate
toothpaste is very good. On an average 40% respondents are attract to Colgate toothpaste for
quality. 70% respondents are purchase Colgate toothpaste for offer buy-one gets one free,
whereas 20% respondents purchase for offer on price discount.

Some respondents are uses variation in Colgate toothpaste. All the respondents like the
packaging of Colgate toothpaste. 60% respondents use Colgate optic white toothpaste, whereas
30% respondents use flavour of Colgate toothpaste of Herbal. 50% respondents are satisfied with
Colgate toothpaste & 30% respondents are Highly satisfied. In survey, 70% respondents are
satisfied with price-range of Colgate toothpaste 50% respondents are aware for free dental
check-up conducted by Colgate toothpaste. All the respondents are satisfied with taste of Colgate
toothpaste.

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6) BIBLOGRAPHY:

1. Marketing management -- Philip Kotler

2. Research Methodology -- C. R. Kothari

2. Modern Marketing -- R. S. Pillai, Bhagwati

3. Magazine -- Business India

Times of India

4. Website -- www.colgatepalmolive.co.in

www.Wikipedia.org

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QUESTIONNAIRE

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