COVER PAGE Title : SWOT Analysis and formulation of Marketing Mix for Colgate sensitive Subject : MABD Level / Semester : I / Feb 2010 Programme : MBA-FULL TIME Subject Tutor : Mr. L. Surendra Name of Student : Vivekanandan M Student’s Registration Number : GPBL-B/F10/15 Date of Submission : Apr 05, 2010 Word Count : 1815 words Word Limit : 2000 words i
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COVER PAGE
Title : SWOT Analysis and formulation of
Marketing Mix for Colgate sensitive
Subject : MABD
Level / Semester : I / Feb 2010
Programme : MBA-FULL TIME
Subject Tutor : Mr. L. Surendra
Name of Student : Vivekanandan M
Student’s Registration Number : GPBL-B/F10/15
Date of Submission : Apr 05, 2010
Word Count : 1815 words
Word Limit : 2000 words
i
Checklist
Student Name Vivekanandan M
Registration Number GPBL-B/F10/15
Date of submission of the Assignment 05/04/2010
Is the cover page in the correct format as indicated in the “Guidelines to writing Assignments”?
Yes
Have I done a complete spell-check of the Assignment? Yes
Have I done a complete word count for the Assignment? Yes
Does the table of contents include numbers? Yes
Are the pages numbered correctly? Yes
Are the figures numbered correctly? NA
Are the tables/charts numbered correctly? Yes
Are the captions for the tables and charts proper? Yes
Are the references/bibliography listed in the Assignment? Yes
Are the references cited correctly in the text? NA
All references material has been cited from the books & the University of Wales online library. Any other internet source
quoted is with the permission of the module tutor.
NA
Are the references in the text in the proper format as indicated in the “Guidelines to Writing Assignments”
Yes
Has the soft copy of the Assignment been enclosed? Yes
Declaration:
All material written in this assignment is my own and I have not used any material, content or information of others claiming them to be mine. Wherever materials have been used, proper citation has been done in the text. I am fully aware of the rules and regulations governing plagiarism. Should at any point of time my work be suspected/investigated and established to have been plagiarized, I am aware of the consequences. I have read the Student’s Handbook in detail. ___________________ Signature of the student Date: 05/04/2010
ii
TABLE OF CONTENTS PAGE No.
List of Tables 1
List of Figures 1
FMCG Industry Introduction 2
Strength Weakness Opportunities and Threats (SWOT) Analysis
an Introduction
3
SWOT Analysis for Colgate Sensitive 4
Marketing mix analysis 6
Formulation of marketing mix for Colgate Sensitive toothpaste 7
Conclusion 9
Bibliography 10
iii
Global warming is defined as the increase in the average temperature of earth surface. The major
LIST OF TABLES PAGE No.
Table 1 - SWOT Analysis for Colgate sensitive 5
Table 2 - Marketing mix for Colgate sensitive toothpaste 8
LIST OF FIGURES PAGE No.
Figure 1 - Marketing planning process 3
Figure 2 - Marketing mix strategy 6
1
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
FMCG Industry Introduction
All products that are sold quickly and relatively at lower cost are called as Fast Moving
Consumer Goods (FMCG). Some examples for FMCG products are – food products, sugar,
chocolate, noodles, dairy products, soft drinks, soaps and detergents, cosmetics.
Fast Moving Consumer Goods (FMCG) industry is the fourth largest industry in India with
the market size of over Rs: 65000 Crore. FMCG market is expected to touch Rs: 167000
Crores by 2015. In India, per capita consumption of jams, toothpaste, skin care, hair wash, etc
are low, indicating that - these are untapped market segment.
Leading Indian brands in FMCG sector includes - Indian Tobacco Company (ITC), Nestle
India, Dabur India and Marico Industries. International brands that compete in Indian FMCG
market include – Hindustan Unilever Ltd, Procter & Gamble Hygiene and Health Care and
Colgate Palmolive.
According to the research conducted by AC Nielsen on top 100 FMCG brands, 62 brands are
owned by MNCs and remaining 38 brands are owned by Indian companies. Out of the 62
brands owned by MNCs, Hindustan Unilever Ltd owns 27 brands. Personal care category
consists of 21 brands out of which 11 brands are owned by Hindustan Unilever Ltd. Food
category has 18 major brands and house hold category is dominated by 2 key players –
Godrej and Reckitt Benckiser. Oral care category is dominated by Colgate Palmolive and
Hindustan Unilever Ltd with 49% and 30% market share respectively. Various brands in oral
care category include – Colgate, Close-up, Promise, Babool, Anchor, Pepsodent, Vicco,
Meswaak, Dabur laal.
SWOT analysis for Colgate Sensitive toothpaste is presented in this report, along with the
visible Marketing Mix that is adequate for the product. Colgate Sensitive toothpaste was
launched in India on Feb 2009.
2
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
Strength Weakness Opportunities and Threats (SWOT) Analysis an Introduction
SWOT analysis is a planning tool used by marketing managers to organize the information
collected during situation analysis. SWOT analysis encompasses positive and negative
factors related to internal and external environment. SWOT analysis provides direction for
creating marketing plan. SWOT analysis can also uncover competitive advantages that can be
leveraged by the company.
Political, Economic, Social (demographic, cultural and sociological) and Technological
(PEST) analysis is a strategic tool for understanding the market growth or decline. PEST
analysis is a major component of SWOT analysis. Another component in SWOT analysis is
to determine the strength and weakness of the company relative to its competitors and the
company’s capabilities to compete in the future environment. The result of SWOT analysis
can be summarized as set of strategic questions and potential future scenarios. Strategic
questions are generally “what-if” questions.
Figure 1: Marketing Planning Process
Customer Needs
Company Objective
Competitors
S
W
O
T
Political
Economical
Social
Technological
Segmentation &
Targeting
Differentiation &
Positioning
Product
Place
Price Promotion
3
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
SWOT Analysis for Colgate Sensitive
The vision for Colgate Palmolive in India is “to be innovative leader with its brands in every
home”.
Political Factor:
Politics has a huge influence on the regulation of business and spending power of consumers.
Following are the political factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. No excise duty for manufacturing plants in the excise-free zones
2. Indian Government focus on “inclusive growth” – to boost the rural economy
3. Tamilnadu government’s “Kalaignar Kapitu Thittam” will increase the life
expectancy of people living below poverty line.
4. Decrease in income tax for individuals, will help individuals spend more money on
FMCG products.
Following are the political factors that can act as threat for the market growth of Colgate
Sensitive:
1. Rising fuel price
2. 2% hike in excise duty
3. Hike in MAT (Minimum Alternative Tax)
4. Rising other input material costs
Economic Factor:
Following are the economic factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. Rising income of rural population
2. Decrease in interest rate
3. GDP growth
4. Demand supply
Following are the economic factors that can act as threat for the market growth of Colgate
Sensitive:
1. Recession
4
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
Social Factor:
Following are the social factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. Increased life expectancy
2. Population suffering from bleeding gums
3. During pregnancy, women suffer from bleeding and sensitive gums
4. Retail stores reaching rural areas
5. Life style changes in rural areas
Following are the social factors that can act as threat for the market growth of Colgate
Sensitive:
1. Eating of junk and unhealthy food by youths might reduce their life span.
Technological Factor:
Following are the technological factors that can act as threat for the market growth of Colgate
Sensitive:
1. Tablets and medicines for sensitive gums
2. Chewing sugarless gums
Positive Factor Negative Factors
Inte
rnal
Fac
tors
Strength
Strong brand name in oral care Good distribution network
Unique product – for people having sensitive gums Dental care assurance
Dentists/Doctors endorsed Small size
100% Vegetarian Available in liquid form
Weakness
Children below 12 years can use only on doctor’s recommendation
Not a natural product Costly compared to other toothpastes
Exte
rnal
Fac
tors
Opportunities
Untapped rural market Aging population
Kids with bleeding gums Patients suffering from bleeding gums
During pregnancy, women suffer from bleeding and sensitive gums
Threats
Not approved by Indian Dental Association (IMA)
Target for competition, domestic brand and international brand
Not available in all grocery stores
Table 1: SWOT Analysis for Colgate Sensitive toothpaste
5
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
Marketing mix analysis
Marketing mix consists of set of controllable elements, which the companies can blend to
produce desired response from the target market. While creating the marketing mix for a
product, all the elements and their relationship with other elements should be considered.
Analytic Network Process (ANP) is used for analysis an element and its relationship with
other element.
Formulation of marketing mix involves, analysis of the following controllable elements,
a. Product – Analysis should be performed on variety, quality, features, brand name,
packaging, size, warranties.
b. Price – The price should be correlated with the product position in the market.
Various pricing strategy can be followed to determine the product price.
c. Place – Placement analysis require companies distribution channel.
d. Promotion – Identify the communication objective the company is aiming.
Figure 2: Marketing mix strategy
Product Price
Promotion
Place
Target market
6
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
Formulation of marketing mix for Colgate Sensitive toothpaste
a. Product
Colgate sensitive has 3 wide product lines, gel toothpaste, mouth wash and tooth
brush. Colgate sensitive brand was introduced to address the sensitive gum problem.
The product is available in 3 sizes – 50g gel toothpaste, 100g gel toothpaste, 100ml
mouth wash. The product is targeted for adults suffering from sensitive gums. The
benefit of this product is – relief from sensitive gum within 2 weeks.
b. Price
Colgate sensitive is a unique product and does not have competition. The price should
be determined based on the demand. Colgate sensitive is priced high when compared
to the ordinary toothpaste available in the market.
c. Place
Existing distribution network is used for distributing the product. Distribution
network includes – Retail outlets, grocery shops, medical stores, Malls, etc..
Distribution network should be expanded to cover the rural areas.
d. Promotion
Product launch of Colgate sensitive in Indian market and press release for the new
product launch. Free sample distribution of the new product and press release for the
free sample distribution.
Dedicated home page for Colgate sensitive, providing more information on the
product like its features, benefits, availability etc…
Advertisements in print media, Television, internet and in clubs where elderly people
get-together.
Awareness campaign like - direct mailers can be sent to all old aged people regarding
the sensitive gum, email campaigns to adults who take care of elderly parents.
7
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
Glaciers
Weather
Weather
Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage
Marketing
Mix
Marketing
Mix Elements
Observations
Product
Variety Gel
Mouth wash
Quality Build a protective shield around the teeth Fast relief from sudden shocks of pain Long term sensitivity protection