Colgate

INTRODUCTION:

Colgate Palmolive is a well reputed company with a large series of its well known

products having different varieties in terms of flavor. Colgate is one of the most

prominent products of Colgate Palmolive.

Here in my project I have going to introduce a Colgate sensitive pro relief which is

specially prepared for sensitive teeth.

I have aim is to promotion and giving information about the product and also

showing them demo practically. As Colgate Company believes that quality is our

product, there for I have designed here product according to specific quality

standards.

But Colgate sensitive pro relief by Colgate Palmolive is now planning to target

hyper sensitive or sensitive teeth person. It is a gums cooling toothpaste and gives

instant relief and ultra softness toothpaste which is specially manufactured for

sensitive teeth.

The company competitive edge is best quality gums cooling paste with new pro

arginine technology which contains potassium nitrate, arginine. This will

distinguish Colgate product from their competitors.

Colgate sensitive pro-relief toothpaste and toothbrush will be a high priced and

high quality pastes and brush whose price corresponding substantially with its

quality.

As I know that Colgate is the market leader in oral hygiene. I will expand Colgate

market with the time. The company tries to increase their net profit more than 23%

of the sales by the end of 2012.

OBJECTIVE OF THE STUDY:

To find out consumer response towards Colgate sensitive Pro Relief toothpaste

in the area.

Made an attempt to promote and increase the sales of Colgate sensitive pro

relief toothpaste in the area.

To study and analyze the opinion of consumer.

To find out actual potential for Colgate sensitive Pro relief toothpaste in

Bhandup.

Scope of the study:

The scope of the study revealed overall consumer response over Colgate sensitive

pro relief toothpaste. That will help to study SWOT ANALYSIS and according to

which necessary changes could be implied.

The study carried out in Bhandup so, its scope is mainly limited to Bhandup.

It gives information about how many consumers sensitivity problem has.

It gives information about how many consumer using competitor`s products.

It provides suggestions to company to improve their products sales.

COMPANY 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". William Colgate in 1833 suffered a severe heart

attack stopping his business from selling.

But after a couple of years of recovery he continued with his business. 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, who did not want to continue

the business but thought it would be the right thing to do.

In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the

firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His

company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.

In 1896, Colgate hired Martin Ittner and under his direction founded one of the

first applied research labs. By 1908 they initiated mass selling of toothpaste in

tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate

University (formerly Madison University).

In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely

of palm and olive oil, the formula of which was developed by B.J. Johnson in

1898. The soap was popular enough to rename their company after it -

"Palmolive". At the turn of the century Palmolive, which contained both palm and

olive oils, was the world's best-selling soap.

Extensive advertising included The Palmolive Hour, a weekly radio concert

program which began in 1927 and Palmolive Beauty Box Theater which ran from

1934 to 1937. A Missouri-based soap manufacturer known as Peet Brothers

merged with Palmolive to become Palmolive-Peet.

In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-

Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only

"Colgate-Palmolive Company", the current name.

Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the

world's largest soap and detergent maker. P&G introduced its Tide laundry

detergent shortly after World War II, and thousands of consumers turned from

Colgate's soaps to the new product.

Colgate lost its number one place in the toothpaste market when P&G started

putting fluoride in its toothpaste. But that didn't stop Colgate. In the beginning of

television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a

sponsor of soap operas. Although the company sponsored many shows in part, they

fully sponsored the serial The Doctors.

George Henry Lesch was president, CEO, and chairman of the board of Colgate-

Palmolive in the 1960s and 1970s, during that time transformed it into a modern

company with major restructuring.

In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power,

ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for

laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC

as part of their plan to focus on their higher margin oral, personal, and pet care

products.

In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine,

a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was

founded by Tom Chappell in 1970.

Today, Colgate has numerous subsidiary organizations spanning 200 countries, but

it is publicly listed in only two, the United States and India.

In June 2007, counterfeit Colgate toothpaste imported from China was found to be

contaminated with diethylene glycol, and several people in eastern U.S. reported

experiencing headaches and pain after using the product.

Colgate-Palmolive claims that they do not import their products from South Africa

into the United States or Canada and that DEG is never and was never used in any

of their products anywhere in the world. The counterfeit products were found in

smaller "mom and pop" stores, dollar stores and discount stores in at least four

states.

For the past 33 years the Colgate Palmolive company has sponsored a non- profit

track meet open to women of all ages. This event is called the Colgate women`s

Games.

The Colgate women`s Games is the nation`s largest amateur track series open to all

girs from elementary school through college. Our goal is to provide an athletic

competition that helps the participating young girls and women develop a strong

sense of personal achievement and self- esteem.

COMPANY PROFILE:

Company name Colgate Palmolive Ltd.

Date of Establishment 1937

Revenue 347.188 (USD in Millions)

Market Cap 111160.5286158 (Rs. In millions)

Corporate Address Colgate Research Centre, Main Street Hiranadani

Gardens Powai Mumbai-400076, Maharashtra

www.colgate.co.in

Management Details Chair person - J Skala

MD – R D Calmeyer

Directors – Derrick Samuel, J K Setna, J Skala,

K V Vaidyaanathan, M A Elias, P K

Ghosh, R A Shah, V S Mehta

Business Operation Household &Personal Products

Background Colgate-Palmolive is Rs 1.300 crore company started

in year 1937. In Rs 2,400 crore domestic market it enjoys 50% of markets share. It

spread across 4.5 million retails outlets out of which 1.5 million are direct outlets.

Financials Total Income – Rs 20606.60 Million (year ending Mar 2010)

Net Profit – Rs 4232.60 Million (year ending Mar 2010)

Company Secretary K V Vaidyanathan

The principles of governance of the Colgate Palmolive:

The Board of directors is experienced, independent, and highly diverse

The board aims on the key commercial priorities and the development of

leadership

Opening the communication between the directors and management

Formulation of policies to guide good governance and integrity of the

business

The Board and audit committee supervises the integrity of the financial

statement

It is the responsibility of the Colgate Palmolive people to provide good

governance

With the continuous improvements the governance become better

Good governance thrives from continuous improvement.

The board of Directors of the Colgate Palmolive:

Fabian Garcia, Chairman

P. K. Gosh, Deputy Chairman

R. A. Shah, Vice Chairman

M. A Elias, Director

K. V. Vidyanathan, Director

Vikram Singh Mehta, Director

J. K. Setna, Director

The management body of the Colgate Palmolive :

Roger D Calmeyer, Managing Director

Moses A. Elias, Executive Vice President & Chief Financial Officer

Prabhaparameswaran, Vice - President – Marketing

K. V. vaidyanathan, Vice President, Legal & Company Secretary

Debashish roy, Vice President, H. R

Shekarbaratwaj, Vice President, Sales

Arun kumar Pande, Vice President, I. T

SuredraManek, Director, Research & Technology center

COLGATE PALMOLIVE INDIA:

Headquarter in Mumbai.

Annual Turnover around 1100 crs.

Market leaders in oral care.

Colgate consistently won india no 1 brand of the year award from last three

years.

Colgate ranked among best employer in india.

Customer base of more than 8 lacs retailers.

Serviced by company field force, more than 1800 stockiest & super stockiest

& their field force.

Colgate is the brand that people trust, for complete oral care protection for

themselves and ones they love.

GLOBAL VISION AND MISSION:

GLOBAL VISION

Be the innovative leader with our brands every day in every home.

Our Mission

Achieve market dominance in oral care through aggressive volume growth,

and establish a significant presence in personal care.

Cogate palmolive value.

The company care about its people, consumers, shareholders and business

partners.

Colgate is committed to act with compassion, integrity and honesty in all

situations, to listen with respect to others and to value differences.

Colgate is committed to getting better every day in all that it does.

By better understanding consumers and customers expectations and

continuously working to innovate and improve products, services and

processes.

Colgate will become the best.

LINES OF BUSINESS IN INDIA

Oral Care

Personal Care

Hard Surface Care (Household Care)

From the dentist

PRODUCT PROFILE OF COLGATE-PALMOLIVE LIMITED:

(A)Oral care:

1. Toothpastes:

Colgate Dental Cream

Colgate Max Fresh

Colgate Active Salt

Colgate Total 12

Colgate Sensitive

Colgate Kids

Colgate Advanced Whitening

Colgate Herbal

Colgate Cibaca

Colgate Fresh Energy Gel

2. Toothbrushes:

Colgate Massager

Colgate Navigator Plus

Colgate Extra Clean

Colgate Extra Clean Gum Care

Colgate Sensitive Toothbrush

Colgate 360 Toothbrush

Colgate Zig Zag

3. Toothpowder

Colgate Super Rakshak

4. Whitening Products

Colgate Advanced Whitening

5. Mouthwash

Colgate Plax

(B)PERSONAL CARE:

1. Body wash

Palmolive Aroma Body wash Relaxing

Palmolive Thermal Spa Body wash Firming

Palmolive Aroma Body wash Vitality

Palmolive Thermal Spa Body wash Massage

Palmolive Naturals Moisturizing Body wash Milk & Almond

Palmolive Naturals Moisturizing Body wash Milk & Honey

2. Liquid Hand wash

Palmolive Naturals Milk and Honey Hand Wash

Palmolive Aroma Liquid Hand Wash Relaxing

Palmolive Naturals Liquid Hand Wash Family Health

3. Hair Care

Palmolive Halo Shampoo

4. Skin Care

Palmolive Charmis Cream

5. Shave Preps

Shave Cream

(C) HOME CARE

AXION- dish washing paste

(D) PROFESSIONAL ORAL CARE:

1. Gingivitis Treatment

Colgate PerioGard

2. Sensitivity Treatment

Colgate Sensitive

Colgate Gel Kam

3. Mouth Ulcer Treatment

Oragard-B

4. Specialty Cleaning

Specialty Cleaning

RESEAECH 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.

Descriptive & diagnostic Market Research:

The focus of descriptive research is to provide an accurate description for

something that is occurring. For example, which group is buying a particular

brand, a product’s market share within a certain industry, how many competitors a

company faces, etc.

This type of research is by far the most popular form of market research. It is used

extensively when the research purpose is to explain, monitor and test hypotheses,

and can also be used to a lesser extent to help make predictions and for discovery.

Marketers routinely conduct basic descriptive research using informal means. For

instance, the head of marketing of Colgate Company may email a retailer to see

how the products are selling. But informal descriptive research, while widely

undertaken, often fails to meet the tests of research validity and reliability and,

consequently, the information should not be used as an important component in

marketing decisions.

Rather, to be useful, descriptive research must be conducted in a way that adheres

to a strict set of research requirements to capture relevant results. This often means

that care must be taken to develop a structured research plan. Under most

circumstances this requires researchers have a good grasp of research methods

including knowledge of data analysis.

Conclusive Research

Conclusive studies attempts to determine the frequency with which something

occurs or the relationship between two phenomenons. Usually conclusive studies

assume certain under underlying characteristics of the market or have some precise

statement of research questions/hypothesis.

Research Instrument Used

If one wants to know what type of dentifrice people use, what they think of,

television commercials, or why they buy particular brands of cars, the natural

procedure is to ask them. Thus, the questionnaire method has come to be the more

widely used of the two data collection method. Many consumers are now familiar

with the telephone caller who greets them with “we are making a survey”, and then

proceeds to ask a series of questions. Some interviews are conducted in person,

others by telephone, and others by mail. Each of these has its special advantages

and disadvantages and limitations. The questionnaire method in general, however,

has a number of pervasive advantages and disadvantages.

Discussion of particular variations will be more meaningful if these characteristics

of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the

respondents and the space provided to record the answer / responses. Questionnaire

can be used for the personal interviews, focus groups, mails and telephonic

interviews. The choice among these alternatives is largely determined by the type

of information to be obtained and by the type of respondents from whom it is to be

obtained.

The common factor in all varieties of the questionnaire method is this

reliance on verbal responses to question, written or oral.

Questionnaire in the research consists of:-

Multiple Choice Questions

Open End Questions

Dicthomus

1. Multiple Choice Questions:

Questions of this type offer the respondents an alternative to

choose the right answer among others. It is faster, time saving and less

biased. It also simplifies the tabulating process.

2. Open end Questions:

In this type respondents are free to answer in their own words

and express the ideas they think are relevant, such questions are good

as first questions or opening questions. They introduce the subject and

obtain general reaction.

3. Dicthomus:

These are the questions which are boolean in nature. These

answers are straightforward and respondents have to answer them in a

straight way. That means the answer can only be either ‘yes” or ‘no’.

Sampling Technique Used & Sample Size

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this research is two state sampling i.e.

cluster and convenience. In the probability sampling methods, each items in the

sample is chosen one at a time from a complete list of universe elements. In

marketing research practice, it will sometimes be more expedient to select clusters

or groups of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups rather

than individually are called cluster-sampling methods. They are widely used in the

sampling of human populations. When no complete universe listing exists, a type

of sampling is called area sampling may be the only practically feasible form of

probability sampling.

Nondisguised, Structured Techniques

The non structured techniques for attitude measurement are primarily of

value in exploratory studies, where the researcher is looking for the salient

attributes of given products and the important factors surrounding purchase

decisions as seen by the consumer. Structured techniques can provide a more

objective measurement system, one which is more comparable to a scale or a

yardstick. The term scaling has been applied to the efforts to measure attitudes

objectively, and a number of useful scales have been developed.

Sampling Methods

Sample design is a definite plan of obtaining some items from the whole

population. The sample design used in this research is two state sampling i.e.

cluster sampling and convenience sampling. The whole city was divided into some

geographical areas and research has chosen total sample size was 50.

1. Cluster Sampling

Here the whole area is divided into some geographical area and a

definite number of consumers and retailers were to be surveyed.

2. Convenience Sampling

This type of sampling is chosen purely on the basis of convenience

and according to convenience. Researcher visited bus stands, milk

parlors, gardens, etc.

Sampling Design:

Population:

In statistical usage the term population is applied to any finite or infinite

collection of individuals. Population means the aggregate of element from which a

sample is to be drawn, in the case of this project it covers walk in customers in

easyday at Magnet mall for the survey and it is a Non-Probability Sampling.

Sampling Unit:

It means whom to be surveyed. In this project, samples were taken from

different types of customer as children, young, old, etc form Thane city which

randomly selected. Here sampling unit is a General public of toothpaste user.

Sample size :

During the project 3000 numbers of customers were interviewed as a sample size.

Sampling Technique:

Random sampling technique has been used to select the sample. A Simple

random sample is a group of subjects chosen from a larger group (population).

Each subject from the population is chosen randomly and entirely by chance, such

that each subject has the same probability of being chosen at any stage during the

sampling process.

Sampling errors:

There were no such issues or error in sampling as everyone was keen to

know about their sensitivity.

Source and method of data collection:

Direct interview through questionnaire

Field Work- Method Used For Data Collection

a. Questionnaire was prepared keeping the objective of research in mind.

b. Questions were asked to respondents as regards to their willingness to

purchase of tooth paste.

c. The help of questionnaires conducted direct interviews, in order to get

accurate information.

d. In order to get correct information Researcher had to approach consumers

ranging From 15 yrs to 65 yrs.

e. Researcher visited as many respondents as Researcher can and asked them

their real likings of customer.

f. It is really a herculean task to understand consumer behavior, as the

definition suggest, “consumer behavior is a physical activity as well as

decision process individual engaged in when evaluating, acquiring, using

and disposing goods and services”.

g. In order to collect accurate information Researcher visited to garden, parks,

colleges, superstores, retailers and each and every question was filled

personally by the respondents and checked properly.

Data Collection Methods

In this study the primary data collection method have been used to collect

data. Now let us see about the primary data collection method

Primary Data Collection

Primary data are those which are collected a fresh and for the first time and

thus happen to be original in character. Primary data collection is nothing

but the data that is directly collected from the people by the researcher

himself. Primary data may pertain to demographic / socio economic

characteristics or the customers, altitudes and opinions of people, their

awareness and knowledge and other similar aspects. In this study Primary

Data collection method has helped the researcher to a great extent in arriving

at the results.

Methods of Primary Data Collection

There are three methods of collecting Primary data

1. Survey

2. Observation

3. Experiments

Among these, the method adopted for the study was Survey Method.

Survey Method

Survey method is the systematic gathering of data from the respondents

survey is the most commonly used method of primary data this is widely used

because of its

1. Extreme Flexibility

2. Reliability

3. Easy Understandability

The main purpose of survey is facilitate understanding or enable prediction

of some aspects of the population being surveyed

Questionnaire Design

The required information was collected through a well-structured

questionnaire.

The structured questionnaire of this study included the following

a) Closed ended question

b) Open ended question

a) Closed Ended Question

In this type both questions and its respective answers are arranged in a

structured pattern. This includes

i) Rating Scale

ii) Dichotomous Questions

i) Rating Scale

These type of question helps to rate the customer

perception.

ii) Dichotomous Question

Dichotomous Question allows for only two possible

answers “yes” and “no”.

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?

(A) Yes – 30%

(B) No – 70%

Yes30%

No70%

Kind of awereness

Graph 1: Showing the awareness of customer towards Colgate Sensitive

INTERPRETATION

The above table 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 of Bhandup.

Q. 2. What make you to buy that brand?

a) Quality 55%

b) Brand 20%

c) Availability 15%

d) Price 10%

Quality Brand Availability Price0%

10%

20%

30%

40%

50%

60%

Preferance to buy

Graph 2: Shows buying decision factor of Colgate sensitive.

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.

Q.3. Which is the brand that retailers offer to customers?

(A) Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Other

Colgate Sensitive

Sensodent Emoform Thermokind Sensoform Other0

5

10

15

20

25

30

35

40

Brand that retailer offer to customer

Graph 3:

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?

Customer opinion No. of Respondents

YES 79

NO 21

Yes No0%

10%20%30%40%50%60%70%80%

Role of Advertisement

Role of Advertisement

Graph 5: Shows role of advertisement in developing a brand.

INTERPRETATION –

The above table 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?

Customer opinion No. of Respondents

YES 72

NO 28

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

Need of Advertisement for Promotion

Need of Advertisement for Promotion

Graph 5: Shows need of advertisement for promoting Colgate sensitive.

INTERPRETATION –

The above table 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:

(A) Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Vocco

(F) Other

13%

19%

21%15%

16%

6%10%

MARKET OF MEDICATED PASTE IN BHANDUP

COLGATE SENSITIVE SENSODENT THERMOKIND SENSOFORM

VOCCO OTHERS EMOFORM

Graph 6: - Shows share of different medicated toothpaste in Bhandup.

INTERPRETATION –

In Bhandup Thermo 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:

(A) Oral-B (B) Colgate Sensitive

(C) Pepsodent (D) Other

ORAL-B COLGATE SEBSITIVE PEPSODENT OTHERS0%

10%

20%

30%

40%

50%

60%

MEDICATED BRUSH MARKET

Series1

Graph 7:- Shows share of different medicated toothbrush in Bhandup.

INTERPRETATION –

In case of toothbrush oral-B has very good command over market. Colgate

sensitive toothbrush is also doing well in Bhandup market.

Q.8 Which Brand is prescribed by the doctors.

(A) Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Vocco

(F) Other

30%

30%

15%

5%

10%5%

5%

DOCTOR PRESCRIPTION

THEROMSEAL THRMOKIND SENSODENT COLGATE SENSITIVE EMOFORM

SENSOFORM OTHERS

Graph 8:

INTERPRETATION –

Doctor prescription is more for Thermo seal and Thermokind. In case of Colgate

sensitive it is very low i.e. 5% only. This is one of the strong reasons behind failure

of Colgate sensitive

Q.9 How many Consumers are satisfied with the brand Colgate-Sensitive.

(A) Satisfied (B) Unsatisfied

SATISFIED UNSATISFIED SATISFIED UNSATISFIEDPASTE BRUSH

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

CONSUMER SATISFICATION

Series1

Graph 9:

INTERPRETATION –

A consumer satisfaction in case of toothpaste is very low, where in case of

toothbrush it is very high.

Q.10 How many people’s are aware of the utility of Colgate-Sensitive.

(A) Aware (B) Unaware

AWARENESSNOT AWARE

0%

10%

20%

30%

40%

50%

60%

AWARENESS ABOUT ORAL CARE

Series1

Graph 10:

INTERPRETATION –

In semi urban areas like Bhandup awareness regarding oral care is less, which

affects the performance of medicated toothpaste and toothbrush.

Q.11 What was the response of the retailers for our product?

(A) Convince

(B) Not-Convince

75%

25%

RETAILERS RESPONSE

Convince Not-Convince

Graph 11:

INTERPRETATION –

Most of the retailers convince about the quality of Colgate sensitive. This good

response will definitely help the brand in market.

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 Bhandup 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.

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.

It’s 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 don’t 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.

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.

SUGGESTIONS

Working with the organization 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 don’t 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 Bhandup, the

following recommendations regarding Colgate sensitive; particularly

regarding advertisement, distribution, promotional policies, etc, are hereby

suggested.

a. First and foremost Colgate should take proper action in order to

improve service.

b. Company should launch Colgate sensitive toothpaste in new attractive

packing to change image of Colgate sensitive toothpaste in consumers

mind.

c. Company should introduce sales promotion schemes.

d. 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. Conduct the awareness campaign of Colgate sensitive.

6. Improve the distribution network.

7. Small pack of Colgate sensitive should be provided for rural market.

8. Adopt aggressive marketing strategy for Colgate sensitive brand.

9. Do more publicity of the brand.

10.Can come up with different flavors as per the need and demand of the

customers

BIBILOGRAPHY

www.wikipedia.com

www.colgate.co.in

Philip Kotler- 13th edition

 http://articles.economictimes.indiatimes.com/2013-02-15/news/37119591_1_oral-

carecolgate-consumer-awareness)