PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of the whole business organization and its ultimate objective
concern for marketing must penetrate all areas of the enterprise. Market survey in
today’s competitive world is a must for every organization.

This project is a study of market potential of Washing Soap The rational

behind this particular study is to find out the present market scenario of various
brands & to find out the corporate need and perception. It was a pleasurable
experience to conduct a research on behalf of Two-Wheeler pertaining to the study
of the Automobile Sector.

Conclusion and there by recommendation has been arrived at by proper

and justified interpretation of the result derived from the above said analytical
tools and techniques.
 ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough
to get support from a large number o persons. I wish to express my deep sense of
gratitude to all those who generously helped in successful completion of this report by
sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected Principal

Sir Dr.J.P.N. Pandey , Head of Department Dr. Anand Tiwari , Mrs. Shikha Urmil Khan
and Miss Deepti Patel Department of Business Management , Govt. Autonomous Girls
P.G. College of Excellence Sagar for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and
inspiring guidance of Miss. Deepti Patel she rendered me all possible help me guidance
while reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and all
those whose encouragement has infused courage in me to complete to work successfully.

MEETA JAIN
B.B.A IInd Semester
IInd Batch
 DELCLARATION BY THE CANDIDATE
Date :

I declare that the project report titled " WASHING SOAP" on Market

Segmentation is nay own work conducted under the supervision of Miss.Deepti Patel

Department of Business Management Govt. Girls P.G. College of Excellence Sagar. To

the best of my knowledge the report does not contain any work , which has been

submitted for the award of any degree , anywhere.

MEETA JAIN
B.B.A IInd Semester
IInd Batch
 CERTIFICATE
The project report titled "TWO-WHEELER " been prepared by Miss.

Meeta Jain BBA IInd Semester , IInd Batch under the guidance and supervision of Miss.

Deepti Patel for the partial fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

TOPIC
TITLE

1.
Preface

2. Acknowledgement

3. Declaration of the Candidate

4. Certificate
 5. Introduction of Washing Soap

6. History of Washing Soap

7. Marketing Segmentation

8. Swot Profile of Washing Soap

9. Scope of the Study

10 Limitations

11 Research Methodology
12 Data Analysis & Interpretation
13 Conclusion
14 Bibliography
15 Questionaire

INTRODUCTION
Toothpaste
Toothpaste from a tube being applied to a toothbrush Toothpaste is a paste or gel
dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and
health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that
aids in removing the dental plaque and food from the teeth, assists in suppressing
halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth
and gum disease (gingivitis).[1] Most of the cleaning is achieved by the mechanical action
of the toothbrush, and not by the toothpaste. Salt and Baking soda are among materials
that can be substituted for commercial toothpaste. Toothpaste is not intended to be
swallowed, but is generally not very harmful accidentally swallowed in small amounts.

Ingredients
In addition to 20-42% water, toothpastes are derived from a variety of components,
including three main ones: abrasives, fluoride, and detergents.

Abrasives

Abrasives constitute at least 50% of a typical toothpaste. These insoluble particles help
remove plaque from the teeth. The removal of plaque and calculus prevents cavities and
periodontal disease.[citation needed]
Representative abrasives include particles of aluminum
hydroxide (Al(OH)3), calcium carbonate (CaCO3), various calcium hydrogen phosphates,
various silicas and zeolites, and hydroxyapatite (Ca5(PO4)3OH).

Abrasives, like the dental polishing agents used in dentists' offices, also cause a small
amount of enamel erosion which is termed "polishing" action. Some brands contain
powdered white mica which acts as a mild abrasive, and also adds a cosmetically-
pleasing glittery shimmer to the paste. The polishing of teeth removes stains from tooth
surfaces, but has not been shown to improve dental health over and above the effects of
the removal of plaque and calculus.[2]

Fluorides

Fluoride in various forms is the most popular active ingredient in toothpaste to prevent
cavities. Although it occurs in small amounts in plants, animals, and some natural water
sources, the additional fluoride has beneficial effects on the formation of dental enamel
and bones. Sodium fluoride (NaF) is the most common source of fluoride but stannous
fluoride (SnF2), olaflur (an organic salt of fluoride), and sodium monofluorophosphate
(Na2PO3F) are also used. Much of the toothpaste sold in the United States has 1000 to
1100 parts per million fluoride. In the UK, the fluoride content is often higher; a NaF of
0.32% w/w (1,450 ppm fluoride) is not uncommon.

Surfactants

Many, although not all, toothpastes contain sodium lauryl sulfate (SLS) or related
surfactants (detergents). SLS is found in many other personal care products as well, such
as shampoo, and is mainly a foaming agent, which enables uniform distribution of
toothpaste, improving its cleansing power.

Other components

Antibacterial agents

Triclosan, an antibacterial agent, is a common toothpaste ingredient in the UK. Triclosan

or zinc chloride prevent gingivitis and, according to the American Dental Association,
helps reduce tartar and bad breath.

Flavorants

Toothpaste comes in a variety of colorings, and flavors intended to encourage use of the
product. Three most common flavorants are peppermint, spearmint, and wintergreen.
Toothpaste flavored with peppermint-anise oil is popular in the Mediterranean region.
These flavors are provided by the respective oils, e.g. peppermint oil. [2] More exotic
flavors include anise, apricot, bubblegum, cinnamon, fennel, lavender, neem, ginger,
vanilla, lemon, orange, and pine. More unusual flavors have been used, e.g. peanut butter,
iced tea, and even whisky. Unflavored toothpastes exist.

Remineralizers

Hydroxyapatite nanocrystals and calcium phosphate are included in some formulations

for remineralization, i.e. the reformation of enamel.
Toothpaste is sold in many brands

Miscellaneous components

Agents are added to suppress the tendency of toothpaste to dry into a powder. Included
are various sugar alcohols such as glycerol, sorbitol, xylitol, or related derivatives, such
as 1,2-propylene glycol and polyethyleneglycol.[5] Strontium chloride or potassium nitrate
are included in some toothpastes to reduce sensitivity. Sodium polyphosphate is added to
minimize the formation of tartar.

Safety
Fluoride

Although water fluoridation has been praised as one of the top medical achievements of
the 20th century, fluoride-containing toothpaste can be acutely toxic if swallowed in large
amounts. The risk of using fluoride is low enough that the use of 'full-strength' toothpaste
(1350-1500ppm fluoride) is advised for all ages (although smaller volumes are used for
young children; a 'smear' of toothpaste until 3 years). Several non-fluoride toothpastes are
available.

Triclosan
Reports have suggested that triclosan, an active ingredient in many toothpastes, can
combine with chlorine in tap water to form chloroform, which the United States
Environmental Protection Agency classifies as a probable human carcinogen. An animal
study revealed that the chemical might modify hormone regulation, and many other lab
researches proved that bacteria might be able to develop resistance to triclosan in a way,
which can help them to resist antibiotics also.

Diethylene glycol

The inclusion of sweet-tasting but toxic diethylene glycol in Chinese-made toothpaste led
to a multi-nation and multi-brand toothpaste recall in 2007. The world outcry made
Chinese officials ban the practice of using diethylene glycol in toothpaste.

Miscellaneous issues and debates

With the exception of toothpaste intended to be used on pets such as dogs and cats, and
toothpaste used by astronauts, most toothpaste is not intended to be swallowed, and doing
so may cause nausea or diarrhea. 'Tartar fighting' toothpastes have been debated. Case
reports of plasma cell gingivitis have been reported with the use of herbal toothpaste
containing cinnamon. SLS has been proposed to increase the frequency of mouth ulcers
in some people as it can dry out the protective layer of oral tissues causing the underlying
tissues to become damaged.

Alteration of taste perception

After using toothpaste, orange juice and other juices have an unpleasant taste. This effect
is attributed to products of the chemical reaction between stannous fluoride in toothpaste
and the acetic acid in the juices. Sodium lauryl sulfate alters taste perception. It can break
down phospholipids that inhibit taste receptors for bitterness, giving food a bitter taste. It
is also thought to inhibit sweet receptors. In contrast, apples are known to taste more
pleasant after using toothpaste. Distinguishing between the hypotheses that the bitter taste
of orange juice results from stannous fluoride or from sodium lauryl sulfate is still an
unresolved issue and it is thought that the menthol added for flavor may also take part in
the alteration of taste perception when binding to lingual cold receptors.
Other types of toothpaste
Whitening toothpastes

Many toothpastes make whitening claims. Some of these toothpastes contain peroxide,
the same ingredient found in tooth bleaching gels. The abrasive in these toothpaste
remove the stains, not the peroxide Whitening toothpaste cannot alter the natural color of
teeth or reverse discoloration by penetrating surface stains or decay. To remove surface
stains, whitening toothpaste may include abrasives and additives such as sodium
tripolyphosphate. When used twice a day, whitening toothpaste typically takes two to
four weeks to make teeth appear more white. Whitening toothpaste is generally safe for
daily use, but excessive use might damage tooth enamel. Teeth whitening gels represent
an alternative

Herbal and "natural" toothpastes

Herbal toothpaste from Croatia

Herbal toothpastes are made from natural ingredients and some are even certified as
organic. Many consumers have started to switch over to natural toothpastes in order to
avoid synthetic and artificial flavors that are commonly found in regular toothpastes. [18]
Due to the increased demand of natural products, most of the toothpaste manufacturers
now produce herbal toothpastes. This type of toothpaste does not contain dyes or artificial
flavors.
Many herbal toothpastes do not contain fluoride or sodium laury sulfate. The ingredients
found in natural toothpastes vary widely but often include baking soda, aloe, eucalyptus
oil, myrrh, plant extract (strawberry extract), and essential oils. In addition to the
commercially available products, it is possible to make one's own toothpaste using
similar ingredients. When using a toothpaste that has not been proven to be efficient in
preventing periodontal diseases it is particularly important to have regular dental
checkups.

History
Early toothpastes

The Greeks, and then the Romans, improved the recipes for toothpaste by adding
abrasives such as crushed bones and oyster shells. In the 9th century, the Persian
musician and fashion designer Ziryab invented a type of toothpaste, which he popularized
throughout Islamic Spain. The exact ingredients of this toothpaste are unknown,[21] but it
was reported to have been both "functional and pleasant to taste". [20] It is not known
whether these early toothpastes were used alone, were to be rubbed onto the teeth with
rags, or were to be used with early toothbrushes, such as neem-tree twigs and miswak.
Toothpastes or powders came into general use in the 19th century.
Tooth powder

Tooth powders for use with toothbrushes came into general use in the 19th century in
Britain. Most were homemade, with chalk, pulverized brick, or salt as ingredients. A
1866 Home Encyclopedia recommended pulverized charcoal, and cautioned that many
patented tooth powders that were commercially marketed did more harm than good.

Modern toothpaste

Modern toothpaste gel An 18th century American and British toothpaste recipe called for
burnt bread. Another formula around this time called for dragon's blood (a resin),
cinnamon, and burnt alum.

By 1900, a paste made of hydrogen peroxide and baking soda was recommended for use
with toothbrushes. Pre-mixed toothpastes were first marketed in the 19th century, but did
not surpass the popularity of tooth-powder until World War I. In 1892, Dr. Washington
Sheffield of New London, Connecticut, manufactured toothpaste into a collapsible tube,
Dr. Sheffield's Creme Dentifrice. He had the idea after his son traveled to Paris and saw
painters using paint from tubes. In New York City in 1896, Colgate & Company Dental
Cream was packaged in collapsible tubes imitating Sheffield. The original collapsible
toothpaste tubes were made of lead.

Fluoride was first added to toothpastes in 1914, and was initially criticized by the
American Dental Association (ADA) in 1937. Fluoride toothpastes developed in the
1950s received the ADA's approval. To develop the first ADA-approved fluoride
toothpaste, Procter & Gamble started a research program in the early 1940s. In 1950,
Procter & Gamble developed a joint research project team headed by Dr. Joseph Muhler
at Indiana University to study new toothpaste with fluoride. In 1955, Procter & Gamble's
Crest launched its first clinically proven fluoride-containing toothpaste. On August 1,
1960, the ADA reported that "Crest has been shown to be an effective anticavity (decay
preventative) dentifrice that can be of significant value when used in a conscientiously
applied program of oral hygiene and regular professional care." The amount of fluoride in
toothpastes varies from country to country.

In 2006 BioRepair appeared in Europe with the first toothpaste containing synthetic
hydroxylapatite as an alternative to fluoride for the remineralization and reparation of
tooth enamel. The "biomimetic hydroxylapatite" is intended to protect the teeth by
creating a new layer of synthetic enamel around the tooth instead of hardening the
existing layer with fluoride that chemically changes it into fluorapatite. In June 2007, the
US Food and Drug Administration and similar agencies in Panama, Puerto Rico and
Australia advised consumers to avoid certain brands of toothpaste manufactured in China
after some were found to contain the poisonous diethylene glycol, also called diglycol or
labeled as "DEG" on the tube.

Striped toothpaste
The red area represents the material used for stripes, and the rest is the main toothpaste
material. The two materials are not in separate compartments; they are sufficiently
viscous that they will not mix. Applying pressure to the tube causes the main material to
issue out through the pipe. Simultaneously, some of the pressure is forwarded to the
stripe-material, which is then pressed onto the main material through holes in the pipe.

Striped toothpaste was invented by a New Yorker named Leonard Lawrence Marraffino
in 1955. The patent (US patent 2,789,731, issued 1957) was subsequently sold to
Unilever, who marketed the novelty under the 'Stripe' brand-name in the early 1960s.
This was followed by the introduction of the 'Signal' brand in Europe in 1965 (UK patent
813,514). Although 'Stripe' was initially very successful, it never again achieved the 8%
market share that it cornered during its second year.

Marraffino's design, which remains in use for single-color stripes, is simple. The main
material, usually white, sits at the crimp end of the toothpaste tube and makes up most of
its bulk. A thin pipe, through which that carrier material will flow, descends from the
nozzle to it. The stripe-material (this was red in 'Stripe') fills the gap between the carrier
material and the top of the tube. The two materials are not in separate compartments. The
two materials are sufficiently viscous that they will not mix. When pressure is applied to
the toothpaste tube, the main material squeezes down the thin pipe to the nozzle.
Simultaneously, the pressure applied to the main material causes pressure to be
forwarded to the stripe material, which then issues out through small holes (in the side of
the pipe) onto the main carrier material as it is passing those holes.

In 1990 Colgate-Palmolive was granted a patent (USPTO 4,969,767) for two differently-
colored stripes. In this scheme, the inner pipe has a cone-shaped plastic guard around it,
and about half way up its length. Between the guard and the nozzle-end of the tube is
then a space for the material for one color, which then issues out of holes in the pipe. On
the other side of the guard is space for second stripe-material, which has its own set of
holes.

Striped toothpaste should not be confused with layered toothpaste. Layered toothpaste
requires a multi-chamber design (e.g. USPTO 5,020,694), in which two or three layers
then extrude out of the nozzle. This scheme, like that of pump dispensers (USPTO
4,461,403), is more complicated (and thus, more expensive to manufacture) than either
the Marraffino design or the Colgate design.

BOARD MEMBERS
Ian Cook
Chairman, President and Chief Executive Officer

Mr. Cook joined Colgate in the United Kingdom in 1976 and progressed through a series
of senior management roles around the world. He became Chief Operating Officer in
2004, with responsibility for operations in North America, Europe, Central Europe, Asia
and Africa. In 2005, Mr. Cook was promoted to President and Chief Operating Officer,
responsible for all Colgate operations worldwide and was promoted to Chief Executive
Officer in 2007. Elected director in 2007 and Chairman in January 2009.  
John Cahill
Former Chairman and CEO, The Pepsi Bottling Group, Inc.

Mr. Cahill was CEO and Chairman of The Pepsi Bottling Group, Inc. from 2001 to 2006
and Executive Chairman for 2006 - 2007. From 1989 to 1998, Mr. Cahill held multiple
senior financial and operating leadership positions at PepsiCo and with the formation of
The Pepsi Bottling Group, Inc. (PBG) in 1998 he became Chief Financial Officer of PBG
and subsequently President and COO. Independent Director - Elected director in
2005.      
Helene D. Gayle
President and Chief Executive Officer of CARE USA

Prior to joining CARE in 2006, Dr. Gayle previously held senior positions with the Bill
and Melinda Gates Foundation and the Centers for Disease Control and Prevention.
Independent Director - Elected director in 2010.      
Ellen Hancock
Former President of Jazz Technologies, Inc.
(formerly Acquicor Technology) from 2005 to 2007
Mrs. Hancock previously was Executive Vice President of Research and Development
and Chief Technology Officer at Apple Computer Inc., Executive Vice President and
Chief Operating Officer at National Semiconductor, and Senior Vice President at IBM.
Independent Director - Elected director in 1988.      
Joseph Jimenez
Chief Executive Officer of Novartis AG

Prior to joining Novartis in 2007, Mr. Jimenez was President and CEO of H.J. Heinz’s
North American and European businesses and held senior leadership positions at
ConAgra Grocery Products. Independent Director - Elected director in 2010.      
Richard Kogan
Former President and Chief Executive Officer of
Schering-Plough Corporation, 1996-2003

Mr. Kogan was also Chairman of Schering-Plough Corporation from 1998 to 2002. Mr.
Kogan joined Schering-Plough as Executive Vice President, Pharmaceutical Operations,
in 1982 and became President and Chief Operating Officer in 1986. Independent Director
- Elected director in 1996.      
Delano Lewis
Senior Fellow, New Mexico State University, since 2006

Mr. Lewis served as U.S. Ambassador to South Africa from December 1999 to July
2001, Chief Executive Officer and President of National Public Radio from 1994 to 1998,
and President and Chief Executive Officer of Chesapeake & Potomac Telephone
Company from 1988 to 1993, which he joined in 1973. Independent Director - Director
from 1991 to 1999 and since 2001.      
J. Pedro Reinhard
Former Executive Vice President and Chief Financial Officer
of The Dow Chemical Company

Mr. Reinhard served as Chief Financial Officer of The Dow Chemical Company and
Executive Vice President from 1996 to 2005. He previously held a series of senior
international financial and operating positions at The Dow Chemical Company and was
appointed Treasurer in 1988. Mr. Reinhard was a Director of The Dow Chemical
Company from 1995 to 2007. Independent Director - Elected director in 2006.      
Stephen Sadove
Chairman and Chief Executive Officer, Saks Incorporated
Mr. Sadove joined the management team of Saks as Vice Chairman in 2002, serving as
Chief Operating Officer from 2004 to 2006. He has served as CEO of Saks since January
2006 and was named Chairman in May 2007. He previously held a series of key positions
at Bristol-Myers Squibb. Independent Director - Elected director in 2007.      

MARKET SEGMENT
The premium toothpaste market in India is a market that many players are aspiring to be a
part of and Colgate has been trying for gaining a more and more market share of this
market from a very long time and this is evident from the launch of a new and improved
version of Colgate Sensitive Original, known as Colgate Sensitive Pro-Relief.
Earlier this premium segment of the market consisted of a lot of players like Colgate's
very own Sensitive, Pepsodent's Sensitive, Miswak and a few more players in the market
who were already charging a premium price from the consumers as compared to the other
variants of toothpastes available in the toothpaste market i.e the prices in this segment
were at a premium of around 30 percent than the other toothpaste variants present in the
market. Also, if Pepsodent was already present in this segment then why did it launch a
new product using the product line extension strategy to come out with a new and an
improved version of the Colgate Sensitive. 

The answer to this question lies in the fact that a few months back Sensodyne entered into
this market and decided to occupy a place into a smaller niche segment and took the
competition to an all new level and since Colgate did not want to leave the opportunity
presented to it by GSK's launch of Sensodyne, thus it itself made an entry into super
premium segment to give GSK's Sensodyme a tough competition and even go beyond it,
but also try and gain a share of the market segment which is ready to pay even higher
premium prices for the toothpaste based on the benefits being provided to the customers
of this segment just by the mere use of this toothpaste.

The pricing of Sensodyne Rs. 42 for 40 gram tube and Rs. 75 for a 80 gram tube which
was  priced to directly take in the then leader in the sensitive tooth market Colgate
Sensitive which was priced at Rs. 42 for 40 grams and Rs. 75 for 80 grams.

GSK launched Sensodyne which was launched with a positioning statement that it helps
to fight the problem of sensitive teeth within a week and the within this week the problem
of sensitive teeth will be solved with the use of Sensodyne. This fact was then
accentuated by the company by using Dentist's in their ads who were shown
recommending use of Sensodyne to fight the problem of sensitive teeth.

Now to counter this threat Colgate came forward with an improved version of the
toothpaste to take Sensodyne head on and leave it behind and take the toothpaste market
into the super premium segment. In this segment as per Colgate, customer's will be
willing  to pay a price for an instant relief from sensitivity of teeth within a few moments
of usage of Colgate Sensitive Pro relief. And this instant relief came at a price which is
even higher than the earlier premium segment.
The company is charging a price of Rs, 70 for a 40 gram tube and Rs. 120 for a 80 gm
tube which is an increase of 66 percent in the price of Colgate Sensitive Pro-Relief over
the price of Colgate Sensitive Original.
This mainly highlights two things. One is that Company was not willing to loose the hold
of market leadership position to any player which tries to take it on and secondly it came
out with an even better product than Sensodyne, as Sensodyne was positioned as a
toothpaste that gave you relief from toothpaste properly after atleast one week's usage,
but Colgate Sensitive Pro-Relief has been positioned as a toothpaste which provides you
an instant relief from the problem of sensitive teeth because of the presence and use of a
completely new technology known as "Pro-Argin" technology, which contains arginine,
an amino acid normally found in human saliva and calcium carbonate and both these
combined together provide a perceivably better protective oral health benefits and that
too for a long term relief by removing the problem from the root.

The promotional strategy was using both the Above the line communication channels like
television ads, internet ads, social networking sites, showing experts recommending the
toothpaste, and the Below the line communication channels like use of Colgate Mobile
clinic where people with sensitive teeth were encouraged to try the new Sensitive Pro-
relief and experience the results themselves with the use of the product itself, thereby
helping in positioning Colgate as a serious player in the sensitive teeth market, then there
was an offer for refund of money if the customer was not satisfied with the results of
sensitivity relief. The company also ran a free sample campaign for the new toothpaste
just to initiate trial of the product and thereby provide the product with the necessary
levels of awareness and the word-of-mouth it needed to succeed in a altogether new
market segment it was planning to enter, which consisted mainly of its own Colgate
Sensitive user's whom it wanted to upgrade to a new version, then to attract Sensodyne
customers with the prospect of better and faster results, and also attract the first time
users by make them aware of the benefits of a toothpaste which can help them fight the
long term problem of sensitive tooth for which not many options were there in the market
offering so quick results.

The positioning statement for the toothpaste is "Faster to the Nerve for Long Lasting
Relief'" also clearly jelled with the campaign that the company ran to promote the
toothpaste.

Thus we can conclude that Colgate which has been a market leader in the toothpaste
market looks in no mood to surrender even the slightest of advatage to its competitors
and is willing to take the competition head on and even leave them behind with newer
and innovative products which are going to appeal to the new generation of customers
who are willing to pay premium prices to get relief from any kind of problems they are
facing in their life. This also provides a boost to the bottom line of the company as these
kinds of brands can help in increasing the profitability of the company as customers are
paying the prices as demanded by the company because of the benefits being provided
and because of the lack of or lesser competition in these segments. Lets wait and watch
how Colgate Sensitive Pro-Relief is able to cut the competition from Sensodyne and then
take the market to a all new level.

Company profile
Colgate, founded in 1806 by William Colgate, is acknowledged as the world's leader in
personal care sales including oral hygiene products such as toothbrushes and toothpastes.
Colgate has many subsidiary organisation located in more than 200 countries, but it is
publicly in only two, the United States and India.
Growth and profitability
Global sales as reported were $15,327 million during the financial year ended December
2009 ($15,330 million in 2008). The operating profit was $3,615 million during 2009, an
increase of 16.6% over 2008. At present, Colgate has a market share of 44, 4% in the
world's toothpaste market operating in more than 200 countries and territories. In the
United States,
one of the world largest consumer
markets, Colgate is the market leader
in toothpaste sales with a market
share at 36.2 % (Colgate-Palmolive
Annual Report 2009, p.2-4).
Operating in more than 200 countries
the company is not depending on one
single market. Significantly for the
global presence is that over 82% of the company's 2009 revenues came from outside the
United States. The markets in industrialised countries are largely saturated. Because of
the strong presence especially in emerging countries such as India and Brazil Colgate
takes advantage of the positive consumer trends in these countries and can compensate
the sluggish economic growth in industrialised countries. Please see appendix to find
further financial information on Colgate.
Culture
Colgate's success is linked to its culture, which encourages all Colgate people to
demonstrate personal leadership every day. Personal leadership also include three
fundamental global values of the company: Caring, Continuous Improvement and Global
Teamwork (Colgate-Palmolive Annual Report 2009, p.19).
Goals
The main goals of Colgate are to better understand consumers behaviour, launching new
products through innovation, increasing effectiveness and efficiency as well as
strengthening the leadership worldwide (Colgate-Palmolive Annual Report 2009, p.4).
Collaborators
Colgate is working closely with thousands of small shop owners and local wholesalers to
ensure greater availability to their products as well as to provide the right assortment of
products with best visibility in each store. To built credibility among the consumers
Colgate cooperates also with dental professionals.
Customer
The selling of Colgate's products depends on chain reactions. If there is a growing
population rate worldwide or in local markets, the need for oral hygiene products
increases. Today the world population is approximately 6.85 Billion, predicting a world
with 9.2 people by mid- century. Because of the globally presence of Colgate, there will
be 2.35 billion new potential customers until 2050 (United Nations world population
prospects 2008). Here is to point out that the average age of the population is not
essential because all people have a need for oral hygiene products. Furthermore Colgate
offers premium products which mean the consumer is willing to pay a high price for the
product in order to receive high quality products.
Competitors
The main competitors are Unilever, Procter & Gamble and the Clorox Company. The
personal care industry is mostly controlled by these companies. On the one hand in order
to gain more market share within this industry, the only way is to take it away from one
of these competitors. On the other hand Colgate must also be aware of losing market
shares to their competitors. Please see Appendix to find a financial comparison of
Colgate-Palmolive's competitors.

Scope of the Study

The geographical scope of the study was restricted to Mumbai due to

time and resource constraints. The study being exploratory in nature, the

sample size was restricted to 80 consumers (mostly student group) and 20

retailers. Focus being mainly on in-depth probing, the generalizations drawn

are only indicative and not conclusive.

 Limitations of the Study

 Response biasness could be one of the limitations.

 The sample chosen may not be the true representative of the whole

population.

 As the research was exploratory in nature, it was not possible to study the

accurate phenomenon of the fact.

 SCOPE OF STUDY

The Cross Media Optimization Study (XMOS) The XMOS study answers the question
“What is the optimal media mix to achieve marketing goals?” Marketers and advertising
agencies can now begin to understand which advertising vehicles, at what frequency,
optimally support campaign objectives. Using a research methodology endorsed by the
Advertising Research Foundation and recognized by ESOMAR (European Society for
Opinion and Marketing Research), the XMOS study measures online advertising
alongside offline advertising to determine the optimal mix and weight of each medium.
The Campaign
Colgate supported its Total Toothpaste brand with print, television, and online
advertising. The objective of the campaign: increase purchase intent. The target: adults,
ages 18-49, who are occasional or non-users of Colgate Total.
The Challenge
By measuring each medium’s ability to increase purchase intent and enhance key
branding metrics compared to its cost, Colgate wanted to identify the optimal media mix.
How They Did It
Through traditional testing methodology and analysis, Colgate determined the absolute
gain that advertising causes for different branding metrics.
The company allocated more money to online efforts, then conducted ROI analysis,
which studied the branding impact and dollars spent in each advertising medium.
What They Found
Colgate’s data showed that it cost 23% more to encourage consumer purchase using TV
alone, compared to using TV in combination with online. For their multi-channel
campaign, reallocating marketing dollars to online advertising would be significantly
more cost-effective at driving purchase intent and enhancing key branding metrics.
By allocating 7% of media dollars to online, purchase intent increased 3.8%, a 9%
increase over a plan that used only television and print.
By increasing online allocation to 11%, purchase intent increased to 4.3%, a 20%
increase over a plan that used only television and print.
The company achieved significant branding lifts without spending any additional money.
Online is also an effective way to grab the attention of hard-to-reach television
consumers with lighter media usage habits. In fact, by using just TV and subtracting
those exposed to online, purchase intent would have increased just 3.4%.
“This research proves that the Internet has great potential as a marketing tool for our
brands. And as a lead marketer we have to harness the Internet’s potential to connect with
our consumers to influence purchasing decisions and to increase brand awareness.”
 RESEARCH METHODOLOGY
After survey it was found that most of the people preferred that tooth
paste whose taste they liked. Colour stood second in their preference.
Price was third. There was a tie between Availability & Liking.
Advertisement stood sixth. Scheme ranked seventh and last but not the
least was packing. All the points given to factors that influence
customers to buy tooth paste are based on Rank System. It was a
combined survey of both males & females.

4. Which attribute do look for when you buy a tooth paste?

Healthy Tooth and Gums - 199
Long lasting Freshness - 216
Prevention of Tooth Decay - 135
Whiteness 70
Use of Natural Herbs 189
Good Foam 140
Methodology
It was found out that the people preferred that tooth paste the most which provided them
with Long Lasting Freshness. The tooth paste giving the quality of Healthy tooth & gums
was ranked second. Third in the race was tooth paste with Natural herbs. The fourth
ranking was given to tooth paste giving Whiteness to their teeth. Fifth ranking goes to
paste providing Good Foam and the least preferred was the paste which boasted of
prevention of tooth decay. All the points given to attributes that influence customers to
buy tooth paste are based on Rank System. It was a combined survey of both males &
females.

5. The tooth paste advertisement that they like most of:

F M T
Close-up - 11 12 23
Pepsodent - 5 7 12
Colgate 4 11 1

6. I would switch to another brand, possibility for one or more of the

following reasons:
Price rise of my current brand 19
Better packaging of another brand 6
Scheme with another brand 15
Advertisement impact 14
When my brand is not available 28
To try new option 23
Influence by others 5

Methodology
The main reason behind brand switch over was when the preferred brand of people
choice was not available. People strongly agreed to try new option just for the sake of
exploring and tasting the new brands available in the market. Price rise was also a major
factor for brand switch over. Schemes with other brands also shifted loyalty of people
from their preferred brands. Advertisements with attractive models were also one of the
reasons for brand switch over. Few people also preferred packaging of other brands and
influence by others. It was a combined survey on both males & females.

7. Which brand do you like most?

HLL - 32
COLGATE-PALMOLIVE - 18
Most Liked Brand HLL

Methodology
Most of the people preferred the HLL brand, which includes Close-up and Pepsodent.

Thirty-two people preferred HLL brand, which targets the youth segment, and eighteen

people preferred Colgate-Palmolive brand. It was a joint survey of both males & females.

Ratings given to these brands are out of fifty.

DATA ANALYSIS & INTERPRETATION

(1)Sales Promotion Schemes Offered On Colgate Toothpaste

S a le s P r o m o t io n s c h e m e s

40
35
30
25
PERC EN TA GE 20
15
10
5
0
P r ic e o f f P rodu ct C a sh C ro ss P r iz e s
B u n d lin g R e fu n d P r o m o t io n
SC H EM ES

The primary analysis found that “Price off” is the best sales promotion
schemes offered on toothpaste (40% of the retailers agreed on this). “Product
Bundling” was the next best with 30% of the retailers in favour of the same.
(2)NORMAL DURATION OF SALES PROMOTION SCHEMES

60
60%
50 Duration

40

30 25%
15%
20

10

0
15 Days – 1 Month – More than
1 Month 3 Month - 3 months

The primary analysis found that “1 month – 3 month” is the normal accepted
duration of sales promotion schemes (60% of the retailers agreed on this).
“More than 3 months” was the next best with 25% of the retailers in favour
of the same
(3)HOW OFTEN SALES PROMOTION SCHEMES ARE OFFERED ON Toothpaste

F req u en cy o f S ch em es O f f ered

6 m o n t h s- 1 y ea r 5%

3 -6 M o n th s 20 %

L ess t h a n 3 m o n t h s 75%

The primary analysis found that “Less than 3 months” is the general
perceived frequency for sales promotion schemes offered on Beauty Soap
(75% of the retailers agreed on this). “3 months – 6 months” was the next
best with 20% of the retailers in favour of the same.

(4)AFFECT ON SALES OF COLGATE TOOTHPASTE DUE TO SALES PROMOTION

SCHEMES

A ffe c t o n S a le s
The primary analysis found that 100
sales promotion schemes offered
80 75 %
on Toothpaste caused an S a le s
“Increase in sales” (75% of the 60
retailers agreed on that). “Can’t 40
say” was the next best opinion 15 %
20 10 %
with 15% of the retailers in
favour of the same. 0
In c re a s e Cant say N o E ffe ct
in S a le s

(5) COMMUNICATION OF SALES PROMOTION SCHEMES

M o d e o f c o m m u n ic a tio n
The primary analysis found that fo r p ro m o tio n s c h e m e s
“Wholesalers” were the best medium of 80
70
communication of sales promotion 60
45 %
50
schemes (45% of the retailers agreed on 40 25 %
30 20 %
that). “Sales representatives” was the 20 10 %
10
next best with 25% of the retailers in 0
T h ro u g h S a l e s T h ro u g h T h ro u g h T h ro u g h
favour of the same R e p re s e n t a t iv e w h o le s a le rs P rin t E le c t ro n i c
M e d ia M e d ia

(6) LEVEL OF SERVICING DURING SALES PROMOTION - COMPARISION

O n e - s to p s h o p ?

60 45%

40 35%

20 10% 10%

0
S u p e rio r S i m il a r & S u p e rio r
In fe rio r &
& m o re m o re & le s s
m o re
F re q u e n t F re q u e n t F re q u e n t
F re q u e n t
WITH COMPETITOR

The primary analysis found that the level of servicing during sales
promotion vis-à-vis competitors was “Superior and more frequent (45% of
the retailers agreed on that). “Similar and more frequent” was the next best
with 35% of the retailers in favour of the same.

(8) AFFECT OF SALES PROMOTION SCHEMES ON DIFFERENT AGE GROUP

The primary analysis found

A f fe c t o f S a le s P r o m o t io n
90
that “26-45 age group”
80 were the most affected by
70
60 55% sales promotion (55% of
50
40 30% the retailers agreed on
30
15 % that). “16-25 age group”
20
10 was the next best with 30%
0
16 - 2 5 26-45 46-60 of the retailers in favour of
A g e g ro u p
the same

P ro b le m s F a c e d
70

60
(9)PROBLEMS FACED DURING &
AFTER SALES PROMOTION 45% 45%
50
SCHEMES
40

30

20 10%

10
0
H a n d lin g
P r o b le m S to c k o u t Im p r o p e r
in f o r m a t i o n
The primary analysis found that “Stock out” and “Handling problem” were
major problems faced during and after sales promotion schemes (with 45%
of the retailers in favour of the same)

(10) INCENTIVES PROVIDED DURING SALES PROMOTION SCHEME

The primary analysis found that “Cash discount” is the best incentive
provided during sales promotion scheme offered on Colgate Toothpaste
(55% of the retailers agreed on that). “Prizes” was the next best with 25% of
the retailers in favour of the same.
55 55%
50
45
40
35
30 25%
25
20
15
10% 10%
10
5
0
C ash G if ts P r iz e s O th e r s
D is c o u n t

(10) BEST SALES PROMOTION SCHEME

The primary analysis found that “Price off” is the best sales promotion
schemes offered on Colgate Toothpaste (55% of the retailers agreed on that).
“Product Bundling” was the next best with 20% of the retailers in favor of
the same

CONSUMER’S ANALYSIS
How would you rank following criterion for selecting a Colgate
T im in g C o n v e n i e n c e

90
80
70
60
50
40 25%
20% 20%
30 15%
20 5% 5% 3% 5% 2%
10
0
B r a n d P r ic e B e n e f its P r o m o t io n a l F r a g r a n c e C o lo u r P a c k a g in g W o r d o f A d v e r tis
v a lu e S chem es of S oa p of S oa p M outh em e nt

Toothapste ?
RECOLLECTION OF ANY ADVERTISEMENT OF COLGATE TOOTHPASTE

R e c o m m e n d a tio n

95%

10%

Yes No

MOST EFFECTIVE MEDIUM OF SALES PROMOTION

M e d iu m F o r P r o m o t io n
90
80
70
60
50
40 30% 30%
20%
30
20 15%
5%
10
0
A d v e r t is in g S a le s P u b lic R e l a t io n P erso n al In t e r n e t
P r o m o t io n & P u b lic it y S e llin g
The primary analysis found that “Advertising” is the most effective medium
for sales promotion 30% of the consumers agreed on that). “Sales
Promotion” was the next best with 30%(approx) of the consumers in favour
of the same.

PREFERENCE OF PROMTIONAL SCHEME

30
25
20
15
10
5
0
F re e T ria l P r i c e o ff C r o s s P r o m o ti o n D is c o u n t
C oupons

The primary analysis found that “Free Trial” is the most preferred
promotional scheme (30% of the consumers agreed on that). “Price Off ”,
“Discount Coupons”, “Cross Promotion” was the next best with 20%, 15%,
10% of the consumers in favour.

PERCEPTION ABOUT CHANGE IN QUALITY DURING SALES PROMOTION

SCHEME
The primary analysis found that the P a y m e n t P r e fe r e n c e
perception about change in quality 70
during sales promotion scheme was 60
“Superior” (70% of the consumers 50
agreed on that). “No change” was the
40
next best with 20% of the consumers
in favour of the same 30

20

10

0
S u p e rio r
N o chang e
TYPE OF IMPACT

60 The primary analysis

50% found that the type of
50 impact of sales
40 promotion was No
30
change in buying
20% 20% behaviour” with 50%
20
of the consumers in
10%
10 favour of the same.
0
M akes yo u B u y it d u r in g C o n t in u e B u y in g No
s w it c h t o L u x S a le s P r o m o t io n e v e n a f t e r s a le s C hange
o ffe r P r o m o t io n o f f e r is
scra p e d
PROBLEMS FACED
DURING SALES PROMOTION SCHEMES
The primary analysis found that
“Stock Out” is the biggest problems 60 55%
faced during sales promotion 20% 5%
50
schemes (55% of the consumers
agreed on that). “Coupons Not 40
Encashed” was the next best with
30
20% of the consumers in favour of
the same. 20 15%

10 5%
0
S to c k O u t I m p r o p e r G if t s N o t C o u p o n s N o t A ny
I n f o r m a t io n R e c e iv e d E n c a s h e d O th e r

CONCLUSION
The findings based on the data collected give a fairly good idea
about the various aspects of some important popular brands such
as Pepsodent, Close-up and Colgate.

1.In terms of awareness, people are aware of both the brands. But
they have their own likings and disliking.
2. Most of the people like the advertisement of Close-up. The
reason behind this is
that they target the youth segment by using young and attractive
models.
3. People liked the HLL brand the most as compared to Colgate-
Palmolive.
4. After survey it was found that most of the families used 2 tooth
pastes on a
average basis per month. Some big joint families
used 3 tooth pastes per month.
5.

After research it was found that 42% people like Close-up,

24% Pepsodent, 34% Colgate. The main reason behind the
liking of Close-up is that the young generation mostly likes the
advertisement featuring various models , flavours , colours and
long lasting freshness.

6.
Price
:
367
Colour
:
385
Advertisement : 310
Packing :
230
Scheme :
256
Availability
:
326
Taste
:
417
Liking
:
326

Most of the people preferred that tooth paste whose taste they liked.
Colour stood second in their preference. Price was third. There was a tie
between Availability & Liking. Advertisement stood sixth. Scheme
ranked seventh and last but not the least was packing.

7.
Healthy Tooth and Gums -
199
Long lasting Freshness
-
216
Prevention of Tooth Decay -
135
Whiteness
-
170
Use of Natural Herbs
-
189
Good Foam
-
140

It was found out that people preferred that tooth paste the most that
provided them with Long Lasting Freshness. The tooth paste giving the
quality of Healthy tooth & gums was ranked second. Third in the race
was tooth paste with Natural herbs. The fourth ranking was given to
tooth paste giving Whiteness to their teeth. Fifth ranking goes to paste
providing Good Foam and the least preferred was the paste which
boasted of prevention of tooth decay.

8.
Price rise of my current brand
-
19
Better packaging of another brand
-
6
Scheme with another brand
-
 15
Advertisement impact
-
14
When my brand is not available -
28
To try new option
-
23
Influence by others
-
5

The main reason behind brand switch over was when the preferred brand
of people choice was not available. People strongly agreed to try new
option just for the sake of exploring and tasting the new brands available
in the market. Price rise was also a major factor for brand switch over.
Schemes with other brands also shifted loyalty of people from their
preferred brands. Advertisements with attractive models were also one
of the reasons for brand switch over. Few people also preferred
packaging of other brands and influence by others.

Chapter VII
SUGGESTIONS

1) Colgate-Palmolive should try to target the youth segment by using

Celebrities in their advertisements. It is good thing that they mostly
use Dentists to attract the customers but as compared to HLL, they
always use models and young people in their advertisements.
Celebrities attract today’s youth more.

2) Colgate-Palmolive should try to introduce a variety of attractive

flavours in their tooth pastes.
3) They should bring about some changes in their packaging &
Labeling.

4) They should cut down their prices up to some extent because some tooth pastes of
Colgate are quite expensive as compared to Close- up & Pepsodent.

5) Close-up is less popular amongst senior citizens as compared to

Colgate. Close have already established a brand name in Youth
segment but they should also concentrate on targeting other classes
of people.
 6) Colgate stresses on Strong & Healthy teeth, Prevention of tooth
decay, Use
a. of Natural herbs while HLL products believe in 24hrs
protection from germs,
b. long lasting freshness and Whiteness of teeth’s.

7) In the Tooth Brush segment people prefer Colgate brushes more

than HLL toothbrushes because there is large variety and shapes of
Colgate Tooth brushes available in the market.

8) Both HLL and Colgate-Palmolive should try to explore the rural

areas also because both these brands are not very popular amongst
the rural people.

QUESTIONNAIRE
1. Name________________________________
2. Age________
,
Gender_______
, Contact No.____________________
3. Which Tooth Paste do you like most?
Close up
Pepsodent
Colgate
4. Status: Student
Professional
House Wife

Bu

sinessman

5. Number of Tooth Pastes used per month______

6. Which Brand do you like most ?

HLL
Colgate-Palmolive
7. Which are the factors that influence you the most when you buy a tooth paste?
(Give Ratings 1-8 )
a) Price
b) Colour
c) Advertisement
d) Packing
e) Scheme
f) Availability
g) Taste
h) Liking
8. Which attribute do you look for, when you buy a tooth paste?
( Rank in order of preference from 1 - 6 , the brand which has these attributes )
a) Healthy tooth & gums
b) Long lasting freshness
c) Prevention of tooth decay
d) Whiteness
e) Use of Natural herbs
f) Good foam
9. The tooth paste advertisement that like most is of
- --- --- --- --- --- --- --- --- --- --- --- --- --- ---
--- --- --- --- --- --- --- --- --- --- -
10. I would switch to another brand, possibility for one or more of the following
reasons :

a) Price rise of my current brand

b) Better packing of another brand

c) Scheme with another brand

d) Advertisement impact

e) When my brand is not available

f) To try new option

g) Influence by other