ADVERTISING AND MARKETING

RESEARCH

COLGATE

GEETIKA KANOJIA
ROLL NO. : 12
 INTRODUCTION:
Colgate-Palmolive Company is an American diversified multinational
corporation focused on the production , distribution and provisions of
health care and personal products.
Colgate Brand Walkthrough Colgate has been ranked as Indias #1 Most
trusted Brand across all categories for four consecutive years from 2003 to
2007.
Behind the success of Colgate’s brands are
1. carefully developed business
2. marketing strategies
3. Strong relationships with retail trade partners
4. Working closely with local merchandisers and shop owners to offer
relevant assortment and services to achieve high visibility in each store.
5. Integral marketing communications that include a mix of traditional and
new media as well as promotional activities.
Campaign 1: Campaign 2:
The Smile Show - a Youtube show A humorous campaign with photoshop
collaborated with influencers disasters
 New AD Campaign: Colgate launching Recyclable Tubes.

Target Audience
The young men and women are open to new products but do not like being advertised
to. They need a reason to purchase, beyond a price. Who are open to engaging with a
brand, especially on social, but speak their language.
Campaign Description:
Colgate-Palmolive will launch recyclable toothpaste tubes in India, taking a step towards
sustainability.
The recyclable tubes will first be used to manufacture Colgate's Active Salt and Vedshakti
toothpaste, and will subsequently be rolled out for other brands. The products
manufactured with the new technology will be available in the market from September.
Colgate-Palmolive will partner with EPL (formerly known as Essel Propack) to produce
recyclable tubes.
The company uses recyclable boxes and cartons for its products.
Purpose: Desire to reimagine a healthier future for the people we serve and for our planet remains our number one
priority. With this category-leading initiative, along with our consumers and our nation, our planet will also have a
future to smile about. We hope that all toothpaste manufacturers will meet recycling standards for their tubes in order to
maximise the positive impact it can have on all of us.

Problem Solving: No hard abrasives and no irritation.

Ad's Focus
This is not a new product launch but its intended audience is new to
Colgate’s marketing strategy. The campaign is targeting this new,
younger audience. 
Additional Information
• This print ad will appear in Esquire, GQ, Men's Health, Men's
Journal and Sports Illustrated.
• Due to the product's price, most of Colgate customers are
professionals.
• Regular use of Colgate protects teeth from future stains.
• Safe enough for daily use.
• No harsh abrasives or chemicals that cause irritation.
• A clinical study shows Colgate whitens teeth 224-percent more
effectively than the leading brands of whitening toothpaste.
• Order at the company website.
 REPORT:
2) Sampling Method: 3)Research Approach

Data Collection Method:

The sample for survey would be taken on the
following basis.
Sample Frame: People residing or working in India
a. Close-ended questionnaire
These questions were used to know what are
the different attributes which a consumer looks
for while selecting toothpaste.

Secondary research, the following sources

Sample Unit: Students and working professionals
 Sample Size: 25 respondents
Time Frame: 4-5 Days.
Sampling Method: Simple random sampling (SRS)
Data Collection: Online
were used:
A: Websites of different toothpaste brands to
know their unique selling propositions.
B:. The research was conducted by
administering questionnaire. For primary data
collection, Questionnaire administration was
done personally and through online
questionnaires.
 
 4) Literature Review:

Findings:
 The exploratory research phase aims to find out
the parameters over which the research should
proceed. The questionnaires explored the different
factors that respondents look into before buying
Quality>Availability>Packaging
 
Otherresponseswere:Taste,none.

Some additional features that the

toothpaste. Some of the findings of exploratory
research were as follows:
 Brands commonly used were:
Colgate, Pepsodent & closeup
Other Brands which people were able to recall
were:
Vicco Vajradanti, Dabur, Patanjali, Himalaya,
respondents said they might want in their
toothpastes were:
 Better whitening agents, deep cleaning,
lower price, change in color, refreshing, anti-
bacterial protection, new flavors, quality and
quantity.
 
 
 Age
12-14 1
15-19 11
20-25 12
Above 25 1

Total 25

Brand of Toothpaste

Pepsodent 5

Colgate 7

Dabur 3

Close up 4

Others 6

Total 25
 No. of consumers using
colgate

Yes 23
No 2
Total 25

Factors influence consumers

Price 1

Quality 12

Packaging 3

Availability 8

Taste 1

None 0

Total 25
 Duration of using Toothpaste

1-2 month 2

3-4 3
4-6 5
More than 6 15
months

Total 25

Flavor of Toothpaste

Yes 19

No 6

Total 25
 Type of toothpaste

Powder 0
Paste 11
Gel 14
Total 25

  Nos.
1. Disatisfied 0

1. Not Satisfied 1

1. Nuetral 7
1. Satisfied 8
1. Very 9
Satisfied

Total 25
 Sales in Future

Yes 16

No 6

Not sure 3

Additional Features

Deep cleaning
Mint
Pepper
Whitening agents
Quantity And Quality
Lower Price
Change of color
New flavours
Anti Bacterial protection
6) Analysis

Through our analysis in this report, we have figured out various important factors through
which marketers can target various consumer segments for their brands of toothpastes.
The following results were found:
Majority of the age group in this survey belongs to 15-25.
23 out of 25 people have used COLGATE products
Quality of the toothpaste is what influence the choice of our respondents.
People prefer gel based toothpastes more than pastes.
People care about the flavor of toothpaste.
With age, the preference for brand also change as 15-25 group age people relate
themselves with brands like Colgate and Pepsodent while other people relate themselves
with brands like Dabur etc.
With increase in age, the preference for the point of purchase also changes.
7) Suggestions
Colgate should hire celebrities for the advertisement.
They should also increase their CSR activities because they
have good image in the market.
Target market should be clearly emphasized in the
advertisement.
Colgate should emphasize on digital branding i.e., online
purchase.
Colgate should use colorful paste to create uniqueness.
8) Conclusion
This project was aimed to understand the consumer buying behavior for toothpastes in the age
group 15-25.
 According to the findings of the project, we can confer that consumers are more enticed by
factors like sales promotion, prevention against germs, value for money, medicinal content and
functions.
Marketers hold a huge potential to target such opportunities and to cash in all what they can
attain.
 As a researcher, this project was a great platform to learn the techniques and apply them in a
marketing research project.