1. TABLE OF CONTENTS
Chapter No Contents Page No.
1 Introduction 2
2 Objectives 3
3 Scope of the Study 4
4 Research Methodology 5
5 Company Profile 7
6 Marketing Strategy 15
7 Competitor’s of the company and Competitor’s 20
Analysis
8 Data Analysis and Interpretation 24
9 Findings 35
10 Conclusion 37
11 Suggestion 38
12 Bibliography 39
13 Annexure 40
1
2. INTRODUCTION
“Necessity is the mother of invention” New formats of all organisation 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 COLGATE-
PALMOLIVE 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.
2
3. 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 competitor’s in market.
3
4. Scope of study
Project location map
The scope of the study to revealed overall customers and retailers response over
Colgate sensitive toothpaste and toothbrush.
Competitor’s 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
4
5. 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 Aurangabad City region & the aim was
to know the penetration level of Colgate Sensitive and the competitors present in the
market.
Sample Size:
150 Retailers
Data Collection Techniques:
SOURCES OF DATA
5
6. PRIMARY DATA
To collect primary data from retailer’s 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.
6
7. 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
Colgate introduces toothpaste in jars.
7
8. 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 World’s Fair in Paris.
1902
Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits.
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.
8
9. 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 Frühling 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.
1976
Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet
nutrition and veterinary recommendations.
9
10. 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.
1995
Colgate enters Central Europe and Russia, expanding into fast-growing markets. Colgate
acquires Kolynos Oral Care business in Latin America and launches market-leading
Sorriso toothpaste.
10
11. 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 Tom’s 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.
11
12. Date of Establishment 1937
Revenue 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
12
13. 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
Men’s & women’s Antiperspirant and Deodorant
Bar soap
Body wash
Liquid hand wash
Toiletries for men
HOME CARE
Dishwashing
Fabric
Conditioner
Household
Cleaners
Institutional products
PET NUTRITION
Science Diet
Prescription Diet
13
14. 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.
14
15. 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 Colgate’s 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
Colgate’s commitment to its values and to upholding the highest ethical standards in its
business dealings.
Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. While
innovation in new product development is key, equally important is innovation
throughout all of the Company’s 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.
15
16. 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 today’s 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
16
17. 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.
17
18. Performance
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Global 8.66 8.80 9.00 9.08 9.29 9.90 10.5 11.3 12.2 13.7
Sales 1 1 4 4 4 3 84 97 38 90
The Market Size & The Major Players Are:-
Category Major Players Market share (In billions)
SKIN CARE HLL 13
Personal Wash HLL 46
Hair care MARICO 28
Oral care COLGATE 23
OVERVIEW OF PERSONAL CARE MARKET
50%
45%
40%
35%
30%
25%
20%
15% Series1
10%
5%
0%
HLL HLL MARICO COLGATE
SKIN CARE PERSNAL HAIR CARE ORAL CARE
WASH
18
19. 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.
19
20. 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.
20
21. 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.
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.
21
22. 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
22
23. Competitor’s 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?
Price of available competitors in market
Theromoseal 100 gm, 50gm Rs 54 , Rs 28 Strontium chloride
hex hydrate
Sensodent-K 100 gm, 50gm Rs 65, RS 42 Potassium nitrate
Emoform 150gm, 100 gm, RS 50, RS 63, RS Potassium nitrate
50gm 30
Thermokind-F 100 gm, 50gm RS 43, RS 24 Potassium nitrate
5% w/w, sodium
Monoflurophosphate
0.7 % w/w, triclosan
0.3 % w/w
23
24. FINDINGS IN AURANGABAD 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?
(A) Yes – 30%
(B) No – 70%
Kind of awereness
Yes
30%
No
70%
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 Aurangabad.
24
25. Q. 2. What make you to buy that brand?
a) Quality 55%
b) Brand 20%
c) Availability 15%
d) Price 10%
60%
50%
40%
30%
Preferance to buy
20%
10%
0%
Quality Brand Availability Price
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.
25
26. Q.3. Which is the brand that retailers offer to customers?
(A) Colgate Sensitive (B) Sensodent
(C) Emoform (D) Thermokind
(E) Sensoform (F) Other
Brand that retailer offer to customer
40
35
30
25
20
15
10
5
0
Colgate Sensodent Emoform Thermokind Sensoform Other
Sensitive
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.
26
27. Q.4 Whether advertisement plays a very vital role in developing the brand?
Customer opinion No. of Respondents
YES 79
NO 21
Role of Advertisement
80%
60%
40% Role of Advertisement
20%
0%
Yes No
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.
27
28. Q.5 Does the company need advertisement to promote Colgate sensitive?
Customer opinion No. of Respondents
YES 72
NO 28
Need of Advertisement for Promotion
80%
70%
60%
50%
40% Need of Advertisement for
30% Promotion
20%
10%
0%
Yes No
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.
28
29. Q.6 Medicated Tooth Paste Available in chemist shops:
(A) Colgate Sensitive (B) Sensodent
(C) Emoform (D) Thermokind
(E) Sensoform (F) Vocco
(F) Other
MARKET OF MEDICATED PASTE IN
AURANGABAD
COLGATE SENSITIVE SENSODENT
THERMOKIND SENSOFORM
VOCCO OTHERS
6%
10% 14%
16% 19%
15% 21%
Graph 6: - Shows share of different medicated toothpaste in Aurangabad.
INTERPRETATION –
In Aurangabad Thermo seal and Sensodent has good command over market. Colgate has
brand image as normal toothpaste not as medicated Toothpaste.
29
30. Q.7 Tooth Brush Available in chemist shops:
(A) Oral-B (B) Colgate Sensitive
(C) Pepsodent (D) Other
MEDICATED BRUSH MARKET
60%
50%
40%
30%
Series1
20%
10%
0%
ORAL-B COLGATE PEPSODENT OTHERS
SEBSITIVE
Graph 7:- Shows share of different medicated toothbrush in Aurangabad.
INTERPRETATION –
In case of toothbrush oral-B has very good command over market. Colgate sensitive
toothbrush is also doing well in Aurangabad market.
30
31. Q.8 Which Brand is prescribed by the doctors.
(A) Colgate Sensitive (B) Sensodent
(C) Emoform (D) Thermokind
(E) Sensoform (F) Vocco
(F) Other
DOCTOR PRESCRIPTION
THEROMSEAL THRMOKIND SENSODENT
COLGATE SENSITIVE EMOFORM SENSOFORM
OTHERS
5% 5%
10% 30%
5%
15%
30%
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
31
32. Q.9 How many Consumers are satisfied with the brand Colgate-Sensitive.
(A) Satisfied (B) Unsatisfied
CONSUMER SATISFICATION
90%
80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
SATISFIED UNSATISFIED SATISFIED UNSATISFIED
PASTE BRUSH
Graph 9:
INTERPRETATION –
A consumer satisfaction in case of toothpaste is very low, where in case of toothbrush it
is very high.
32
33. Q.10 How many peoples are aware of the utility of Colgate-Sensitive.
(A) Aware (B) Unaware
AWARENESS ABOUT ORAL CARE
70%
60%
50%
40%
30%
Series1
20%
10%
0%
AWARENESS
NOT AWARE
Graph 10:
INTERPRETATION –
In semi urban areas like Aurangabad awareness regarding oral care is less, which affects
the performance of medicated toothpaste and toothbrush.
33
34. Q.11 What was the response of the retailers for our product?
(A) Convince
(B) Not-Convince
RETAILERS RESPONSE
Convince Not-Convince
25%
75%
Graph 11:
INTERPRETATION –
Most of the retailers convince about the quality of Colgate sensitive. This good response
will definitely help the brand in market.
34
35. 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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36. 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.
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37. 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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38. 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 Aurangabad, 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.
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39. 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.
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41. Questionnaire
Name of the Chemist: ______________ City: ________
Address: ________________ 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 (B) Brand
(C) Availability (D) 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
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 (B) Sensodent
(C) Emoform (D) Thermokind
(E) Sensoform (F) Other
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42. Q.7 Tooth Brush Available in chemist shops?
(A) Oral-B (B) Colgate Sensitive
(C) Pepsodent (D) Other
Q.8 Which Brand is prescribed by the doctors?
(A) Colgate Sensitive (B) Sensodent
(C) Emoform (D) Thermokind
(E) Sensoform (F) Other
Q.9 How many Consumers are satisfied with the brand Colgate-Sensitive?
(A) Satisfied (B) Unsatisfied
Q.10 How many people’s are aware of the utility of Colgate-sensitive?
(A) Aware (B) Unaware
Q.11 How many retailers are responding?
(C) Convince
(D) Not-Convince
(E) Not Interested
Sign & Stamp of Medical Store
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