TABLE OF CONTENTS

Chapter No 1. 2. 3. 4. 5. 6. 7. 8.

Contents Executive Summary Introduction Objectives Scope of the Study Research Methodology Company Profile Marketing Strategy Competitors of the company and Competitors Analysis Data Analysis and Interpretation Findings Conclusion Suggestion Bibliography Annexure

Page No. 2 5 6 7 8 10 17 24

9. 10. 11. 12. 13. 14.

25 27 33 34 37 38

Executive Summary
The Colgate company is acknowledged as the worlds leader in personal care. This report analyses the Colgates current situation in order to give recommendations on their actual toothpaste product line. The report is divided into two parts. The first parts will analysis the current situation of Colgate. On the basis of a Swot analyse the strengths, weaknesses, opportunities, and threats of the company as well as of Colgates toothpaste product line will be analysed. Furthermore additional information on the companys current market share, profitability, sales and the external environment of Colgate within the scope of the PEST analysis will be presented. At the end of the first part the competitive advantage of Colgate will be mentioned. The second part includes a suggested marketing strategy of the author using marketing tools such as segmentation targeting & positioning, SMART objectives as well as the marketing mix. To better recommend improvements, the actual state of Colgate referring to their products, objectives, etc. is in some parts shortly mentioned. At the end a conclusion is drawn concerning the current situation of Colgate and suggested improvements for the future.

Introduction
Colgate is the world market leader in oral hygiene products. The toothpaste product line consists of strong brands. This is due to a very successful marketing strategy of the company in the past. But especially in a competitive environment like the personal care industry it is essential for Colgate that it upgrades its organizational as well as marketing strategies in order to meet the customers needs and strengthening the leadership. Furthermore nowadays a wide range of different toothpaste products is offered to the customers. This in particular means for Colgate that they must differentiate their products from the competitors products by being innovative and unique. Moreover the toothpaste market is growing constantly which means that more different needs and expectations of the customer will arise. Therefore Colgate must make use of marketing tools such as market segmentation to better identify their needs in order to supply them with the right products.

Situational analysis
The situational analysis attempts to address the question where is the organization now? The situational analysis contains a vast amount of information and, as the term indicates, is an analysis of the situation that you are facing with the proposed product or service (Hollensen, S. (2003) Marketing Management: a relationship approach, p.652).

Company analysis 1. Company profile

Colgate, founded in 1806 by William Colgate, is acknowledged as the worlds 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. 2. 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 worlds 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.

3. Culture
Colgates 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). 4. 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. 5. 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.

6. Customer The selling of Colgates 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 midcentury. 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. 7. 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-Palmolives competitors.

INTRODUCTION
Necessity is the mother of invention New formats of all organization is to create new strategy, planning and implement those things to get a better result when compared to competitor. Colgate Palmolive ltd. in one of the largest FMCG company in India. So their planning and strategy should be remarkable ,and they are doing this very well. Colgate Palmolive ltd. change their plan, strategy according to the market demand, competitor. This project is also a sincere attempt of mine to discuss about PROMOTIONAL

STRATEGY TO INCREASE AWARENESS OF THE PRODUCT OF COLGATE-SENSITIVE and to find out importance of Chemist stores and how
these are playing a major role in bridging relationship between Colgate and customer requirement in FMCG sector, those are emerging formats of FMCG sector. While doing this project I had learnt a lot which I would not have been able to know had I not pursued this project in my summer training. Continuous enhancement is the key factor to success in every sector, FMCG sector also In the project the customer expectations and aspirations have been dealt with to analyze the quality of product and services provided by COLGATE-PALMOLIVE Ltd and what customer wants from them, and how much they are satisfied with the present quality of products and services. The project has tried to recommend ways of enhancing customer satisfaction by the quality of products and services provided by COLGATEPALMOLIVE LTD to use those qualities of products and services to position them for the COLGATE-PALMOLIVE Ltd. in the competitive environment of FMCG sector. I hope that my efforts shall be considered by the COLGATE-PALMOLIVE Ltd. for implementation in their business strategy.

OBJECTIVE
Understand the oral care markets. To study the market area, its size and the habit of the market. To find out retailers and customers response towards Colgate sensitive toothpaste and toothbrush. Detailing of the product to the retailer and Dentists. Made an attempt to promote and increase the sales of Colgate sensitive toothpaste and toothbrush. To study and analyze the medicals owners view about the packs of new 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. Study the competitors in market.

Scope of study
The scope of the study to revealed overall customers and retailers response over Colgate sensitive toothpaste and toothbrush. Competitors analysis to gain competitive advantage. That will help to study SWOT ANALYSIS and according to which necessary changes could be implied.

Source of data
1. Secondary data was collected by visiting medical association office, medical representative and dental association diary. 2. Primary data was collected by Interviewing Various person Dentist Chemist Shop Distributer City development officers End consumer

RESEARCH METHODOLOGY
Research Design Followed: Descriptive Research is the research method used because descriptive studies embrace a large proportion of market research. The purpose is to provide an accurate snapshot of some aspect of the market environment. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, who, what, where, when, why, and how aspects of the research should be defined.

Sampling:Sampling Technique Followed: In this project the technique of sampling used was Judgment sampling. Judgment sampling involves the choice of subjects who are most advantageously placed or in the best position to provide the information required. Sample unit: In this project case sample were the retailers in City & the aim was to know the penetration level of Colgate Sensitive and the competitors present in the market. Sample Size: 10 retailers Data Collection Techniques:
SOURCES OF DATA

PRIMARY DATA To collect primary data from retailers Questionnaires were used. Questionnaire was prepared very carefully so that it may prove to be effective in collecting the right information. SECONDARY DATA Secondary data collected from different website. This secondary data formed the conceptual background for the project. This secondary data was compared with the primary data collected in area.

RESEARCH INSTRUMENT The research instrument used in the project was Questionnaire to collect primary information, it provided flexibility by using more close ended and few open ended questions. METHOD OF DATA COLLECTION Information was collected by personally contacting retailers through interviews ANALYSIS AND STATISTICAL TECHNIQUE USED Types of data analysis techniques used in the project: Tabular analysis. Graphical analysis Percentage analysis.

Company Profile

HISTORY
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 reorganized 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. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. By 1908 they initiated mass selling of toothpaste in tubes. 1806:William Colgate starts a starch, soap and candle business on Dutch Street in New York City. 1817:First Colgate advertisement appears in a New York newspaper. 1820:Colgate establishes a starch factory in Jersey City, New Jersey. 1857:Upon the death of founder William Colgate, the company is reorganized as Colgate &
Company under the management of Samuel Colgate, his son.

1866:Colgate introduces perfumed soap and perfumes/essences. 1873:Colgateintroducestoothpasteinjars. 1879:Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the Mennen
Company.

1896 :Colgate introduces toothpaste in a collapsible tube. 1900 :Colgate wins top honors for its fine soaps and perfumes at the Worlds Fair in Paris. 1902:Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits.

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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. 1911:Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and
provides hygienists to demonstrate tooth brushing.

1912:William Mennen introduces the first American shaving cream tube. 1914:Colgate establishes its first international subsidiary in Canada. 1920:Colgate begins establishing operations in Europe, Asia, Latin America and Africa. 1928:Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company. 1930:On March 13, Colgate is first listed on the New York Stock Exchange. 1939:Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from kidney disease. This breakthrough leads to the first hill's Prescription Diet product. 1947:Ajax cleanser is launched, establishing a powerful now-global brand equity for cleaning
products.

1953:Colgate-Palmolive Company becomes company's official name. 1956:Colgate opens research center in Piscataway NJ.Fabric conditioner is launched in France as Soupline. Today, fabric conditioners are sold in over 54 countries around the world. 1966:Palmolive dishwashing liquid is introduced and today it is sold in over 35 countries. 1968:Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities. 1970:Irish Spring launches in Germany as Irische Frhling and in Europe as Nordic Spring. In
1972, Irish Spring is introduced in North America. 1972:Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals.

1975 Caprice hair care launches in Mexico. Today, hair care products are sold in over 70 countries, with variants to suit every type of hair need. 11

1976 Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet nutrition and veterinary recommendations. 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. 1985 Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56 countries. Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley & Hazel, a leading oral care company, which adds strength in key Asian markets. 1986 The Chairman's You Can Make A Difference Program is launched, recognizing innovation and executioner excellence by Colgate people. 1987 Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation. Today, Colgate is the global leader in liquid hand soap.
1989: Annual Company sales surpass the $5 billion mark.

1991 Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, its product portfolio has expanded to include all-purpose cleaners, sprays and wipes. 1992 Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52 countries. Colgate Total toothpaste introduced.

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1995:Colgate enters Central Europe and Russia, expanding into fast-growing markets. Colgate acquires Kolynos Oral Care business in Latin America and launches marketleading Sorriso toothpaste. 1996:Bright Smiles, Bright Futures oral health education program expands to 50 countries, and today reaches over 50 million children annually. 1997:Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral health problems. 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. 2006:Colgate enters the fast-growing Naturals segment by purchasing Toms of Maine, a leader in that market in the 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.

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Date of Establishment Revenue

1937 347.188 ( USD in Millions)

Market Cap 111160.5286158 ( Rs. in Millions ) Corporate Address Colgate Research center, Main Street, Hiranandani Gardens, Powai Mumbai-400076, Maharastra www.colgate.co.in Management Details Chairperson- J. Skala MD- R. D. Calmeyer CEO: Ian M. Cook Directors - Derrick Samuel, J K Setna, J Skala, K V Vaidyanathan, M A Elias, P K Ghosh, R A Shah, R D Calmeyer, V S Mehta No. of Employees 38,100 Common Issue Type CS Countries/territories of sales 200+ Countries with operation 80 Business Operation Background Household & Personal Products 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 four wholly owned subsidiaries namely Colgate-Palmolive. Financials Total Income - Rs. 18025.707 Million (year ending Mar 2009) Net Profit - Rs. 2902.194 Million ( year ending Mar 2009). Business Description The Company manufactures and markets a number of products in the U.S. and around the

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world in two distinct business segments: Oral, Personal and Home Care; and Pet Nutrition. Colgate Palmolive (I) is one of the leading companies in India in the FMCG industry segment. Colgate Palmolive (I) is the subsidiary of Colgate Palmolive Ltd., New York which is the parent company. Colgate Palmolive is a foreign-based public limited company. The company is in the business of consumer products for more than 100 years. In India it is the numerous brands.

Company Product
ORAL CARE Toothpastes Tooth brushes Kids products Whitening product Over the counter

PERSONAL Mens & womens Antiperspirant and Deodorant Bar soap Body wash Liquid hand wash Toiletries for men HOME CARE Dishwashing Fabric Conditioner Household Cleaners Institutional PET NUTRITION Science Diet 15 products

 Prescription Diet

Toothbrush: Colgate 360 Colgate Navigator Plus Colgate Sensitive Colgate Extra-Clean Gum Care Colgate Massager Colgate Kids 2+ Colgate Zig Zag

Colgate Dental Cream: Colgate Total 12 Colgate Sensitive Colgate Max Fresh Colgate Kids Toothpaste Colgate Fresh Energy Gel Colgate Herbal Colgate Advanced Whitening Colgate Cibaca Family Protection Colgate Active Salt.

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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 Colgates 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 Colgates commitment to its values and to upholding the highest ethical standards in its business dealings. Innovation is a cornerstone of Colgates strategy to drive profitable growth. While innovation in new product development is key, equally important is innovation throughout all of the Companys 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. 17

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 todays 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 Maketing campaign

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Company Performance

Colgate's long history of steady growth and strong performance comes from a strategy of tight focus on global brands in four core businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. Among the Company's goals for 2010 are to: Remain the undisputed global market leader in Oral Care. Become the undisputed global market leader in Specialty Pet Nutrition Become a stronger global No. 2 competitor in Skin Cleansing, leading in liquids and successful in other large Personal Care categories Become a stronger regional leader in selected Home Care categories Colgate becoming ever more streamlined and sustainable as we progress toward a truly global supply chain, providing us with greater flexibility and increased cost efficiencies. Since 2004, Colgate has reduced the number of manufacturing plants worldwide by over 25%, which includes five new state-of-the-art facilities. These new factories are environmentally friendly, making more efficient use of energy, water, materials and land. By developing the full potential of all Colgate people and demonstrating our commitment to our stakeholders health and wellness. By growing consistently and responsibly, continuously meeting or exceeding our financial goals and focusing on product sustainability. By maintaining our commitment to our environmental targets and expanding our focus on water quality and availability.

Performance
Global Sales 1998 8.66 1 1999 8.80 1 2000 9.00 4 2001 9.08 4 2002 9.29 4 2003 9.90 3 2004 10.5 84 2005 11.3 97 2006 12.2 38 2007 13.7 90

The Market Size & The Major Players Are:Category SKIN CARE Personal Wash Hair care Oral care Major Players HLL HLL MARICO COLGATE Market share (In billions) 13 46 28 23

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The Oral Care Market Can be Segmented Into Toothpaste 60%

Toothpowder - 23% Toothbrushes - 17

Chart Title
TOOTH PEST TOOTH POWDER TOOTH BRUSH

17%

23%

60%

This Segment is characterized by high entry barriers, a few major players, high advertisement spending, and frequent product variant launches. The major players in this segment are: Colgate-Palmolive

Hindustan Lever Ltd.

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About the product

Colgate Sensitive Toothpaste Colgate Sensitive toothpaste is medicated toothpaste. This toothpaste is effective a against Sensitive teeth.

Wouldn't you love a sensitivity toothpaste that not only relieves the immediate pain, but goes beyond sensitivity relief to provide proven protection, fresh breath and whiter teeth? New Colgate Sensitive, a sensitivity toothpaste that gives you more: fast relief, proven protection, fresh breath and whiter teeth. Always read the label. What Is Sensitivity? Many adults suffer from sensitive teeth. Cold, heat and high sugar concentrations can alter the fluid dynamics in microscopic tooth tubules, which in turn stimulate the nerve deep inside the tooth causing pain and discomfort.

How Can Colgate Sensitive Help? Colgate Sensitive's Potassium Citrate formula soothes the nerve ends and with regular use builds a protective shield, providing both immediate relief from sudden shocks of pain and long term sensitivity protection with regular use. Fight pain to sweet/sour/hot/cold foods by desensitizing nerves. Helps maintain the natural whiteness of your teeth. Significance inhibitory effect on the formation of supra-gingival calculus. Has a pleasant taste.

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INTRODUCING COLGATE SENSITIVE TOOTHPASTE It gives you fast relief from sensitivity pain, lasting protection with regular use, proven protection against cavities and plaque, fresh breath and gently restores the natural whiteness of your teeth. Its advanced formula contains potassium citrate that provides fast soothing relief. Colgate Sensitive is available in 50ml and 75ml tubes and 100ml pumps. Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. With unbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks to its clinically proven bacteria fighting system. Colgate Sensitive Toothpaste 100g sensitivity relief and fluoride protection, as well as a great taste and fresh breath, for patients suffering from dental hypersensitivity. Colgate sensitive is a toothpaste containing potassium nitrate, which has a direct desensitising effect on the pulp nerve fibers of the tooth. Potassium nitrate is clinically proven to actively relieve tooth sensitivity. Colgate sensitive also contains fluoride to provide everyday care. Fluoride is proven to protect against cavities, and with regular brushing, it helps fight plaque. Its foaming ingredients ensure effective cleaning. Active Ingredients: Potassium Nitrate Copolymer/ Pyrophosphate Sodium Monoflurophosphate. Dosage: Adults and children 12 years of age and older: apply approximately a 2.5cm strip of the product onto a soft toothbrush. Brush thoroughly for at least one minute twice a day (morning and evening) or as recommended by a dental professional. Make sure to brush all sensitive areas of the teeth.

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Warnings: Do not swallow. Children under 12 years of age: use only on the advice of a dentist or doctor. If sensitivity persists, see your dentist.

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COMPETITORS OF THE COMPANY

As the company is in the market, the company has to face the competition from many other companies. Colgate is also not an exception for that and company has following direct competitors DIRECT COMPETITORS: Emoform Sensitive teeth, inflamed and slightly bleeding gums The active ingredient potassium nitrate is the only substance classified by the FDA as a safe and effective tooth desensitizer. With regular brushing of the teeth, the patient experiences a marked alleviation of pain after 1-2 weeks and an improvement in the condition of the inflamed gums.

For the acute stage of painful and sensitive tooth necks, inflamed and mild bleeding of the gums

For the regular long-term care of sensitive teeth, prevention of dental decay and periodontitis

Thermoseal Sensodent Thermo kind-f Pepsodent HUL Sensoform P&G

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Competitors Analysis
One of the best sources of information is to investigate competing businesses. These businesses can provide a wealth of information that can be used in evaluating the potential for your business. By evaluating how a company markets its business, it is possible to determine the markets it is targeting. For example, if competing businesses are advertising in Southern Living, they are targeting affluent, middle age females. However, if they are advertising in the sports section of a metropolitan newspaper, they are most likely targeting males. In addition to collecting information on the markets they are targeting, a competitor analysis can reveal packaging preferences, target market information, pricing strategies, distribution channels and marketing strategies. Simply evaluate the products and services your competitor is providing. Are they producing family packs or individual serving sizes of their processed food product? How are they getting their products to their customers? Are their products value prices or are they priced for the high-end market? Are they focused on convenience, quality or quantity? What type of packaging material are they using?

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Price of available competitors in market

Theromoseal 100 gm, 50gm Rs 54 , Rs 28 Strontium hex hydrate chloride

Sensodent-K

100 gm, 50gm

Rs 65, RS 42

Potassium nitrate

Emoform

150gm, 50gm

100

gm,

RS 50, RS 63, RS 30 RS 43, RS 24

Potassium nitrate

Thermokind-F

100 gm, 50gm

Potassium 5% w/w,

nitrate sodium

Monoflurophosphate 0.7 % w/w, triclosan 0.3 % w/w

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FINDINGS IN MARKET
DATA ANALYSIS AND INTERPRETATION On the basis of questionnaire we have analyzed the response of Retailers & Dentist where the questionnaire was filled up by the Dentist and retailers had tried to put analysis in graphical form. Q.1 Are you aware about the Colgate Sensitive? ANS. (a) Yes :30% (b) No :70%

INTERPRETATION From above Question I analysis the awareness of customers towards Colgate sensitive, where in 30% of the respondents are aware of it and 70% are not aware of this product. Awareness of Colgate sensitive is very low in market.

Q. 2. What make you to buy that brand? ANS. a) Quality b) Brand c) Availability d) Price 55% 20% 15% 10%

INTERPRETATION The above table analysis shows the decision making factor for the customers to buy toothpaste. Most of the customers go according to the quality 55% of the respondents cannot compromise with the quality. 15% take the product which is easily available, where as 20% looks at the brand and 10% are conscious about the price.

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Q.3. Which is the brand that retailers offer to customers? ANS: (A) Colgate Sensitive: 15% (C) Emoform: 35% (E) Sensoform: 18% INTERPRETATION The above table analysis shows the Retailers brand preference in selling toothpaste to customer. Most of the customers go according to the brand, they sell Emoform to 35% of the respondents. Colgate-sensitive to 15% of the respondents. And rest at different percentage to the respondent. Q.4 Whether advertisement plays a very vital role in developing the brand? ANS: Customer opinion YES NO INTERPRETATION The above question analysis the affect of advertisement in developing the brand, where 79% of the respondents are agreed that advertisement is necessary in developing the brand, whereas 21% of the respondents do not think that the product needs advertisement. Q.5 Does the company need advertisement to promote Colgate sensitive? ANS: Customer opinion YES
NO

(B) Sensodent : 10% (D) Thermokind:12% (F) Other: 10%

No. of Respondents 79 21

No. of Respondent 72
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INTERPRETATION The above question analysis the need of advertisement for promoting tooth paste and toothbrush, where 72% says that the product needs advertisement for promotion and 28% of the respondents do not think that the product needs any advertisement. Q.6 Medicated Tooth Paste Available in chemist shops:

ANS: (A) Colgate Sensitive:14%

(C) Emoform:10% (E) Sensoform:15% (F) Other:6% INTERPRETATION

(B) Sensodent:19% (D) Thermokind:21% (F) Vocco:16%

In market seal and Sensodent has good command over market. Colgate has brand image as normal toothpaste not as medicated Toothpaste. Q.7 Tooth Brush Available in chemist shops: ANS: (A) Oral-B:50% (C) Pepsodent:15% INTERPRETATION In case of toothbrush oral-B has very good command over market. Colgate sensitive toothbrush is also doing well in market. Q.8 Which Brand is prescribed by the doctors. ANS: (A) Colgate Sensitive:10% (C) Emoform:30% (E) Sensoform:5% 29 (B) Sensodent:15% (D) Thermokind:35% (F) Other:5% (B) Colgate Sensitive:30% (D) Other:5%

INTERPRETATION Doctor prescription is more for Thermo seal and Thermokind. In case of Colgate sensitive it is low. This is one of the strong reasons behind failure of Colgate sensitive Q.9 How many Consumers are satisfied with the brand Colgate-Sensitive. ANS: (A) Satisfied:30% INTERPRETATION A consumer satisfaction in case of toothpaste is very low, where in case of Unsatisfied it is very high. Q.10 How many peoples are aware of the utility of Colgate-Sensitive. ANS: (A) Aware:40% (B) Unaware:60% INTERPRETATION In semi urban areas like Aurangabad awareness regarding oral care is less, which affects the performance of medicated toothpaste and toothbrush. (B) Unsatisfied: 70%

Q.11 What was the response of the retailers for our product?
(A) Convince:75% (B) Not-Convince:25%

INTERPRETATION Most of the retailers convince about the quality of Colgate sensitive. This good response will definitely help the brand in market.

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Findings
Retailers Perception The retailers have always given the feedback as consumers often buy the medicated tooth pastes only after the recommendation of a dentist. Example Thermoseal. They cannot convince the consumers to buy a different product even after it is associated with Colgate. Colgate as a brand has created an image of a normal toothpaste and not as a medicated toothpaste. Brand awareness with respect to its competitors Colgate Sensitive has low brand awareness as most of the customers purchase the tooth paste on the recommendation of the dentists and currently not doing well in the market as it is often seen as a normal toothpaste. Distribution Channel The product is dispatched from the company to Depot in Aurangabad from which it is transferred to regional Stockiest which distribute them to retailers (Medical Stores) and then it brought by consumers. While working we made details of the feedback given to us by the retailers as well as the distributors. This feedback helped us basically to understand what are the problems faced by them and what are the actions which the organization could possibly take on them. The problems faced by them are mentioned below:

During the survey it was found that still there are 80% people who have not tasted Colgate sensitive. Lake of Awareness in consumers. Many people are not known about Colgate sensitive.

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 When we interviewed people then many of the people cannot recall Colgate sensitive advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. There is lack of Sales Promotional Activities i.e. free sample. Problems of Distributor: Salesmen are not readily available. Its very difficult for them to arrange a new salesman if old one leaves job. Stocks are being purposely dumped by the organization. Availability of stock.

Problems of Retailers: Margins provided to them are not sufficient. Distributors most the times dont provide service in time, in return they have to face loses. Distributors show their monopoly. Schemes are rarely provided to them.

Replacements are hardly provided to them.

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CONCLUSION
Since Colgate Company is well established in the market and its products have high demand in the market taking an undue advantage of this the distributors create monopoly in the market. Considering this point the separation of Colgate Sensitive as a separate business line in the market is really good as it breaks the monopoly of the well settled distributors in the market and this has helped us to understand the actual functioning of an organization as we were a part of it. The retailers if given good range of margin will also help in increasing the sales of the products to some extent as at a certain level the retailers do control the sales of the products in the retail market. The survey resulted into following conclusions: Colgate must come up with new promotional activities such that people become aware about Colgate Sensitive. Quality is the dominating aspect which influences consumer to purchase Colgate product, but prompt availability of other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Colgate sensitive, the other players such as thermo seal, Sensodent, oral-B provides a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Colgate sensitive brush but for the existence in the medicated toothpaste market Colgate has to use aggressive selling techniques.

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SUGGESTIONS
Working on COLGATE gave me good knowledge of the retail market and marketing of F.M.C.G. products. One of the most important things which came to my notice is that to some extent retailers do control the amount of sales of the products. We also found that some of the marketing methods need to be changed like some distributors create monopoly which needs to be controlled immediately. Below are some of our suggestions which we would like to suggest to the organization:

1.

Company should take care that the promotional schemes which are introduced by them for retailers are reaching them; there have been many cases where most of the distributors dont provide schemes to the retailers and thus retailers are at loss and eventually they start reducing the purchase of Colgate products which directly affects the sales of company. This matter should be taken seriously by the company and should be worked upon immediately.

2.

In order to maintain and increase the sales in the city of Aurangabad, the following recommendations regarding Colgate sensitive; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested. a. b. First and foremost Colgate should take proper action in order to improve service. Company should launch Colgate sensitive toothpaste in new attractive packing to change image of Colgate sensitive toothpaste in consumers mind. c. d. Company should introduce sales promotion schemes. Company should launch Colgate sensitive toothpaste in new flavors.

3.

The company can appoint a separate sales executive for these customers. The sales executive will directly contact these medicals and provide them the products and he will also handle the post-sale services. The reason for this is some of these medicals face problems as the distributors in their area create monopoly thus directly affecting the sales of the company.

4.

Establish good relationship with dentist because the source of demand for medicated paste is dentist.

5. 6.

Conduct the awareness campaign of Colgate sensitive. Improve the distribution network. 34

7. 8. 9. 10.

Small pack of Colgate sensitive should be provided for rural market. Adopt aggressive marketing strategy for Colgate sensitive brand. Do more publicity of the brand. Can come up with different flavors as per the need and demand of the customers.

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BIBLIOGRAPHY
http.www.google.com http.www.wekipedia.com htttp.www.colgate.co.in

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Questionnaire
Name of the Chemist: ______________ Address: ________________ City: ________

Contact No. ______________

Q 1. Are you aware about the Colgate Sensitive? (A) Yes (B) No

Q 2. What make you to buy that brand? (A) Quality (C) Availability (B) Brand (D) Price

Q.3. Which is the brand that retailers offer to customers? (A) Colgate Sensitive (C) Emoform (E) Sensoform (B) Sensodent (D) Thermokind (F) Other

Q.4. Whether advertisement plays a very vital role in developing the brand? (A) Yes (B) No

Q.5 Does the company needs advertisement to promote Colgate sensitive? (A) Yes (B) No

Q.6 Medicated Tooth Paste Available in chemist shops? (A) Colgate Sensitive (C) Emoform (E) Sensoform (B) Sensodent (D) Thermokind (F) Other

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Q.7 Tooth Brush Available in chemist shops? (A) Oral-B (C) Pepsodent Q.8 Which Brand is prescribed by the doctors? (A) Colgate Sensitive (C) Emoform (E) Sensoform (B) Sensodent (D) Thermokind (F) Other (B) Colgate Sensitive (D) Other

Q.9 How many Consumers are satisfied with the brand Colgate-Sensitive? (A) Satisfied (B) Unsatisfied

Q.10 How many peoples are aware of the utility of Colgate-sensitive? (A) Aware Q.11 How many retailers are responding? (B) Unaware

(A) (B) (C)

Convince Not-Convince Not Interested

Sign & Stamp of Medical Store

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THANK YOU

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