49939329 a study on marketing strategies of colgate palmolive ltd

8/13/2019 49939329 a Study on Marketing Strategies of Colgate Palmolive Ltd

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Project Report

A STUDY ON MARKETING

STRATEGIES OF COLGATE

PALMOLIVE LTD.

Submitted to:

Dr. D.K. Agarwal

Submitted by:

DINESH CHAUHAN [620!"#I#EK DHA$ [62066"

%&$E SCH&&' &% (ANA)E(EN*NE+ DE'HI


2/58

Co,te,t-

Introduction

1

Objective

2

Methodology

3

Company Profile

4

Company Strategy

Mar!eting Mi"

1#

S$O% &naly'i'

2


3/58

Survey (inding'

2)

*etailer' Survey

34

Conclu'ion

3+

Sugge'tion'

3,

Con'umer -ue'tionnaire

*etailer -ue'tionnaire

.ibliography


4/58

IN*$&DUC*I&N

&' early a' 3/// .0C0 gyptian' u'ed toothbru'he' fa'hioned from tig'0 In

the 2/th century a major de'ign advance occurred in 1,3) ith the launch of

r0 $e't' Miracle %uft toothbru'h5 the fir't nylon bri'tle bru'h0 6ntil the late

1,+/' toothbru'he' ere idely vieed by con'umer a' a commodity and

ere primarily purcha'e' on price0 %he involvement remained lo and the

companie' al'o treated their toothbru'he' a' an e"ten'ion5 to get their

con'umer' to u'e their toothpa'te'0 %ypically in the Indian mar!et the

percentage of toothbru'h u'er' ha' 'loly inched upard'0 &' it ha' alay'

been a''ociated by the non7u'er' a' a non7e''ential item more 'o becau'e

of their fierce loyalty to the margo'a tigg8atun9 and the inde" finger0 %he

mar!et of late ha' been the entry of 'everal foreign player' and the mar!eting

game ha' a''umed a totally ne dimen'ion0 Companie' are trying to 'hift to

:P6;;< 'trategy of long term return' and the inclination of con'umer' to 'hell

out a fe rupee' e"tra to en'ure a more hole'ome care of their teeth and

gum0 %hi' ha' re'ulted in rapid groth in value term'0 &dded to thi' i' the

initiative of the companie' to focu' on e"panding the mar!et by bringing the

over #= non7u'er' in their con'umer fold0 $ith 'uch va't potential to be

e"ploited5 the entry of 'everal ne player' ith their innovative idea' and

e"perience in 'imilar developing mar!et'5 the indu'try i' li!ely to 'ee a lot of

action in the immediate future0


5/58

&/EC*I#E

%he above of the project a' manifold0

(ir't of all a general idea of the toothbru'h indu'try 7 it' competitivene''5

volume and potential a' to be adjudged0

>e"t a' to go on to analy'i' of the attitude' of a typical con'umer and

hi'?her idea?perception of thi' lo involvement category product0

%hi' a' to be folloed up ith the 'tudy of Colgate Plu' toothbru'h5 a' a

typical product of the company5 Colgate Palmolive and it' 'tanding in the

mar!et vi'7@7vi' other player'5 e'pecially ne entrant'0

%o amalgamate all above to conclude a' to hat a' to be the

future?probable cour'e of the toothbru'h indu'try and Colgate Plu' tooth

bru'h in particular0


6/58

(E*H&D&'&)

10 %o get an idea of the indu'try5 I ent through all the relevant literature e

could lay my hand' upon0 %hi' included & A M'5 .u'ine'' %oday'0

20 (or con'umer attitude'5 I prepared a Bue'tionnaire that a' circulated

among +/ odd people5 ell 'pread out acro'' the hole of elhi0 %he

'ame a' done ith the retailer' to try and 'ee the conformity in finding'

in 'ome 'pecific attribute'0

30 %he Bue'tionnaire a' to 'tructured that an idea of brand image and

relative 'tudying of variou' brand could al'o be elicited0

40 %he finding' ere 'ynthe'ied5 and !eeping in mind the ne entrant'5

their potential and the potential of the mar!et5 projection' ere made and

conclu'ion' ere dran0


7/58

C&(1AN 1$&%I'E

& hou'ehold name for pa'te and tooth poder5 Colgate Palmolive 8India9 a'

e'tabli'hed on 23rd September 1,3+ a' a private limited company in

.ombay5 a' a holly oned 'ub'idiary of Colgate Palmolive Co0 Of 6S&

Initially it 'tarted ith trading activity and later 'et up manufacturing

operation' in 1,4, at Sery 8.ombay90 %he company became a public limited

company on #th October 1,+)0 In 1,,/7,1 the company commi''ioned

facilitie' for fatty acid and toilet 'oap at $aluj 8&urangabad90 %he plant' at

Seri and $aluj manufacture oral care product' li!e dental cream'5 tooth

poder tooth bru'he' and per'onal care product' li!e toilet 'oap'5 'hampoo5

hich are mar!eted under variou' brand name' 'uch a' Colgate5 Palmolive5

Dalo5 Prote" and Charmi'0 %he company' di'tribution netor! cover' 1+//

'toc!i't' and 45#/5/// retailer' ith are hou'e facilitie' in Mumbai5

Calcutta5 elhi5 Dyderabad5 ;uc!no and Madra' 8 and a ne addition at

(aridabad90 %he company ha' it' on *e'earch and development facilitie'

and had al'o been getting the *A benefit' of the parent company0 It ha' a

ell e'tabli'hed Buality Control epartment at Seri A $aluj0 (or 4/ year'5

'ince inception till 1,+)5 Colgate a' carrying on it' bu'ine'' in India ith a

paid up capital of *'0 10# la!h made up of 1#// eBuity 'hare' of *'0 1//

each5 hen it a' increa'e' to *'0 10, crore5 by a bonu' i''ue in the ratio of

13/E10 %o comply ith the (*& regulation'5 Colgate Palmolive5 6S& diluted


8/58

it' 'hare holding to 4/= in the Indian company5 through an offer of 'ale to the

Indian public in October 1,+)0 (olloing (*& rela"ation5 the foreign

'hareholding a' increa'ed from 4/= to #1= in September 1,,30

Colgate Palmolive 8CP9 i' a global leader in hou'ehold and per'onal care

product'0 In 1,,15 it had 'ale' of F 0/ billion and a gro'' profit of F 20+

billion5 it' orld ide *A e"penditure' ere F 114 million and media

adverti'ing e"penditure totalled F 42) million0

Colgate Palmolive' five year plan for 1,,1 to 1,,# empha'ied ne product

launche' and entry into ne Geographic mar!et'5 along ith improved

efficiencie' in manufacturing and di'tribution and a continuing focu' on core

con'umer product'0 In 1,21 F 243 million a' 'pend to upgrade 2# of

Colgate Palmolive' ,1 manufacturing plant'5 2+# ne product' ere

introduced orld7ideH 'everal 'trategic acBui'ition' 8e0g0 of the Mennen

men' toiletrie' company9 ere completed and manufacturing began in China

and a'tern urope0 Since 1,)#5 gro'' margin' had climbed from 3,= to

4#= hile annual volume groth 'ince 1,) had averaged #= International

'ale' Colgate Palmolive' 'trong unit5 accounted for 4= of 'ale' and = of

profit' in 1,,10


9/58

C&(1AN S*$A*E) &$A' CA$E AND

*&&*H$USH INDUS*$ IN 1A$*ICU'A$

:olume i' the !ey< 'ay' *ichard 6'uBuen5 P Mar!eting Colgate Palmolive

8India9 ;td0 %o e"pand the mar!et in all range'5 CP ha' an ongoing *6*&;

&> P*OG*&MM and SCDOO; P*OG*&MM covering 14 million

village' and )/ million con'umer'5 teaching people bru'h or even clean their

teeth ith the finger'0 CP' action centring around finely balancing the urban

mar!et 7 8#,0#=9 and rural mar!et' 8)= 'hare9 0 So hile the company ha'

introduced 'uch premium pac!aging a' 'tand up toothpa'te tube' ith flip7up

cap' in the urban mar!et5 it i' al'o 'elling 'achet' of Colgate dental cream at

lo price'0

%hi' focu' on volume' i' al'o evident in the toothbru'h mar!et5 e'timated at

4// million unit' per annum0 C7P i' the toothbru'h leader in India ith an

appro"imately /= mar!et 'hare5 but 'ince J,# it i' facing challenge' from

D;; hich ha' already garnered )= mar!et 'hare0

6'uBuen 'ay' :%he penetration of bru'he' in India i' very lo5 'o more than

mar!et 'hare5 it i' important to gro the mar!et


10/58

the price7'en'itive 'egment0 %he mid7price mar!et ha' been the introduction

of the DIGD K;> range5 hile the upper end ha' 'een the ig 7 ag and

ouble 7 &ction launche'0

(or the economy 'egment5 a price focu' ha' been adopted0 On offer are five

toothbru'he' each from the CP and Cibacca 'table' to rural con'umer'5 at

price' lo enough to generate trial0 (or the urban mar!et5 the focu' i' on

maintaining novelty value by introducing ne variant' and added feature'0

:$hatever i' ne5 people buy0 So the idea i' to accelerate choice through a

variety of product feature'


11/58

tooth bru'he' and a large unorganied naturally available cleaning medium'

vi0 Inde" (inger5 >eem tig' etc0 .ut Colgate Plu' need not to bothered

about latter a' it operate' in a different category0

%he tooth bru'h indu'try can be 'egmented in the ba'i' of 'ocial cla'' A

income group 8emographic Segmentation 95 price 8Product 'egmentation95

benefit 8behavioural 'egmentation95 the la't being the mo't important0

DE(&)$A1HIC SE)(EN*A*I&N ACC&$DIN) *& 1$ICE

Segment Category .rand' Characteri'tic

;o income rural

cla''

conomy Promi'e5 Cibaca ;oo!ing for lo price

Middle income

group 'emi urban

con'umer

Standard Colgate Cla''ic

Pep'odent popular

alue for money

6pper middle

income urban

con'umer'

Premium Colgate Plu'5

Cla''ic5 &jay5 *oyal

Digh Buality cleaning

efficiency

6pper cla'' urban

'ophi'ticate

Super

Premium

Oral .5 &Buafre'h5

Lordan5 Clo'e 6p

6niBue5 attribute5

denti't'

recommendation

%he la't to categorie' merge5 'ince Colgate Plu' i' intelligently po'itioned in

beteen the to to maintain a high Buality in age a' ell a' encourage

'itche' from 'tandard category to up grade

1SCH&)$A1HICS


12/58

ariation' in

Product

Lay loo!'5

%ran'parent

handle (la'hy

colour' Superior

Pac!ing

Simpleton loo!'5

Mode't

pac!aging5 Solid

colour'

Mi" of the to E

tran'parent

handle but not

very fla'h

pac!aging0

6rban

'ophi'ticate

Choo'e' ith

care5 'port' it a'

a 'tatu' 'ymbol

hile interacting

in group travel'

&bhor' &bhor'

Semi urban >onChalant 6'er

&'pire' for it5 butfind' it difficult to

affordH trie' it

'eldom

ery often goe'for thi' a' it

'erve' i' purpo'e

ithout much

e"penditure

Some time' thi'

*ural 6'er oe' not have

acce''?cant thin!

of

I' the only option

atun

Generally cant

afford thi' either

%ooth bru'he'

brand'

Oral .5 Lordan5

&Bua fre'h etc0

Promi'e5 (orhan'

etc0

Cibaca5 &janta5

&jay etc0

%he overall re'pon'e reflect' a gradual move in the direction of the premium

to 'uper premium 'egment a' it i' once in three month'?four month'

purcha'e5 thu' being 'ucce''ful in luring all cu'tomer' 8e"cept the rural u'er

ho are a 'mall minority of the Mar!et9 to try out the one' that are place' at a

higher price on account of their trendy loo!' and overall appeal of 'tyle and

'plendor0


13/58

ENE%I* SE)(EN*A*I&N

6'er

Characteri'tic

Invalid oral health

con'umer

%herapeutic

.ru'her'

Involved oral

health Con'umer

Co'metic

.ru'her'

6ninvolved Oral

Dealth Con'umer

>on7chalant

.ru'her'

Product

ifferentiater

Search

functionally

'uperior product

ith many

attribute'0

Search for

product that

effectively

deliver' co'metic

benefit'

ie' product'

a' 'ame ;ac! of

intere't

&dverti'ing

appeal

Put off by

hard'ell Prefer'

denti't

recommendation

or informed

opinion

Influenced by

promotion5

hammering on a

6SP

*elatively

unaare of ad'

can at mo't be

influenced by

price off'5

pac!age deal'

.uying behaviour .uy' for him'elf5

ill go to a

'peciali'ed 'tore

.uy' and u'e'

for him'elf0 $ill

not go beyond a

large 'hop5

'upermar!et

.uy' for family05

ill pic! up any

brand available0

*egularity of .ru'he' after .ru'he' mo'tly &t mo't once a


14/58


15/58

*A$)E*IN)

Colgate plu' ha' been intelligently targeted at the upper middle cla''5

toard' the loer end of Premium ? 'uper Premium category to not only ta!e

advantage of groing con'umer affordability but al'o to provide a pull factor

to family u'er in 'tandard?popular category to upgrade to higher Buality

Colgate Plu'0

&n implicit a''umption about the large 'egment i' that it i' decently educated5

hygienic con'ciou' and !eenly di'cerning about the cleaning efficiency of the

toothbru'h u'ed0 %hey primarily live in metro'5 urban area'5 big ton'5 and

have a good 'tandard of living0

&t the time of it' launch in 1,)+5 Colgate Plu' a' the fir't indigenou'ly

manufactured toothbru'h in premium 'egment0 Company claim'5 it built thi'

'egment 'ingle handily and obviou'ly ha' the fir't mover advantage

e"emplified by it' >o01 po'ition de'pite the on'laught of variety of premium

brand' from abroad0

Colgate believed that ith ri'ing income A increa'ing e'terni'ation5 it could

upgrade the toothbru'h mar!et and con'umer could be illing to pay a fe

rupee' more for a Buality product0


16/58

DI%%E$EN*IA*I&N 3 1&SI*I&NIN)

In the toothbru'h mar!et hich i' heavily cluttered both in term' of brand

varietie' and corre'ponding me''age' and con'tant hammering of almo't

'imilar 6SP' it i' very difficult to differentiate and po'ition a product a'

mundane a' a tooth bru'h in the con'umer' mind to per'uade him to become

a loyal u'er0

1o-itio,i,g i, toot4 bru-4 mar5et do,e at ariou- leel-

P*O6C% E e'ign differentiation li!e angular nec!5 dolled rubber grip5rigged edge' and de'ign of bri'tle'5 convenient head 'haper etc0

%he'e or! only in upper 'egment5 hich i' illing to pay a premium for

added attribute'0 Colgate Plu' ha' a uniBue diamond 'haped head A 'oft

outer bri'tle'0

P&CK&GI>G ECardboard carton'5 tran'parent bli'ter'5 hanger 'haped

hoo!'5 coffin pac!ing 8'toring hen not in u'e90 In a bli'ter pac!5 pac!aging

ma!e' up to 4/= of co't0 Colgate Plu' come' in tran'parent bli'ter pac! ith

a hanger 'hape hoo!0

P*IC E .y 'uper premium pricing one can give a perception or aura of

technical 'uperiority?high Buality to a bru'h Lordan5 Oral 7 .5 Clo'e 6p

Contact have folloed thi' route0

Or one could ta!e value for money route to target large familie' and heavy

u'er economy pricing for mar!et penetration e'pecially in rural mar!et'0

Colgate plu' ha' po'itioned it'elf in loer end of 'uper premium category0


17/58


18/58

(A$KE*IN) (I7

1$&DUC*

Product i' anything that can be offered to a mar!et for attention5 acBui'ition5

u'e or con'umption that might 'ati'fy a need or ant0

%he product can be loo!ed at five level'E

%he Core product i' the e''ential 'ervice that the buyer i' buying0 In thi'

ca'e it i' Oral care0

%he Generic product i' toothbru'h0

%he Expected product i' a 'et of attribute' that the buyer e"pect' to get0? in

thi' ca'e being5 efficiency of cleaning5 thoroughne'' in cleaning and care of

gum'0

Augmented Product i' that hat i' provided by the 'eller beyond the

e"pected product attribute' i0e0 tho'e attribute' that 'ee! to di'tingui'h the

product from other' in it' category0 Colgate Plu' i' put acro'' a' a complete

dental care product0 It u'e' it' diamond 'haped head5 'oft outer bri'tle'5 hard

inner bri'tle' and accreditation by the Indian ental &''ociation a' it' 6SP'0

Potential Product refer' to 'et of po''ible ne feature' that might eventually

be added to the product being offered0 %oothbru'h a' a product doe' not


19/58

offer much 'cope beyond change' in de'ign and material? 'hape of bri'tle'0

e'ign change' are u'ually made on ground' of ae'thetic'5 handling and

efficiency in cleaning0 Colgate Plu' ha' recently introduced Colgate Plu' ig

ag on the ground' of efficiency in cleaning0

Some 8rodu9t diere,tiate- i, t4e i,du-try are ;

Pep'odent Popular 7 the SBuiggle beteen the head and the handle i'

fle"ible and 'tand along 'tructure0

Lordan Magic 7 the colour change' to indicate hen you have bru'hed

enough0

Clo'e76p Confident 7a thic! handle ith a 'hall head giving better

acce''0

Oral 7 . 7blue tuft a' indicator hich lo'e' colour a' bri'tle'

harden ith u'e0

1ACKA)IN):

Pac!aging provide' one ith mean' and 'cope of differentiating in relatively

homogenou' product mar!et0 Pac!' have graduated from cardboard carton'

to bli'ter pac!' to let the con'umer pic! the colour of hi' choice0 Some li!e

Pep'odent Perfect and Colgate Plu'5 come in hanger 'haped hoo!' on the


20/58

bli'ter pac!' becau'e mo't 'mall 'ied retail outlet' lac! the 'helf 'pace

reBuired to dangle peg7rac!'0

%he pricing depend' a lot on the pac!aging and adverti'ing0 In a bli'ter pac!50

%he product ma!e' up /= of the co't5 pac!aging the re't0 & coffin pac!5

here the bru'h can be !ept bac! after u'e5 inflate' the pac!aging co't0

$hile the'e Jhygiene pac!' do prevent the toothbru'h from accumulating

du't5 they end up ith a double layer of pac!ing5 the outer one indicating

mandatory product detail'0

(a


21/58

8Colgate

Palmolive9

Dead5 Soft

outer and

hard inner

bri'tle'

inner crevice'

of the mouth5

gentle to

gum'5

comfort and

efficacy

diamond

'haped head

8narro in

front9

'mile a'

meant to la't

a lifetime

&Buafre'h

(le"

8SmithKline

.eecham9

Pre''ure

'en'itive

'Buiggle

nec!5 dotted

rubber grip

Prevent' gum

irrigation

(le"e' a' you

bru'h to

ab'orb e"tra

pre''ure

(or gentle

dental care


22/58


23/58

Maintaining mutually beneficial relation'hip ith the retailer' 'ince tooth

bru'h i' ba'ically pu'h mar!eted0

1$&(&*I&N

%he di'cu''ion of mar!eting mi" element' cannot be complete ithout

analying the promotional 'trategy of the company0 In a lo inve'tment

category5 here there i' hardly any individual ho can call him'elf :brand

loyal and mo't of them happy ith hatever toothbru'h they can lay their

hand' on5 ithout caring too much about price5 a mar!eting effort to en'ure

an optimum pu'h and pull combination and an impact pre'ence in the

con'umer' mental frame i' a mu't0 Doever5 becau'e of the callou' attitude

ith hich con'umer' purcha'e a tooth bru'h5 too much mar!eting effort in

one direction or 'ome particular defined direction' ithout immediate

apprai'al doe' not ma!e 'en'e5 more 'o becau'e of the lo turnover to

promotional e"pen'e'0 It 'imply doe' not ma!e 'en'e to 'pend 2/= e"tra on

promotion to gain /02= e"tra mar!et 'hare0 In vie of the above0 Colgate

Plu' ha' been very 'elective about it' campaign and ha' moved beteen

medium' very 'loly0

Aderti-i,g Cam8aig,

Colgate Plu' launched in the 60S0 in 1,)#5 a' introduced in India in 1,)+

and a' among the very fe player' in the premium 'egment0 :Colgate


24/58

brand name a' capitalied upon ith the diamond 'haped head being

'hon a' the Jhero in oral care and all 'et to ta!e on the toothbru'h mar!et0

&' competition inten'ified it 'hifted it' focu' on 'oftne'' and comfortable

feeling ith efficiency in cleaning plaBue0 %he adverti'ement' ere 'creened

on oordar'han and in leading magaine'0 %hey ere targeted to the family

a' a hole5 very much li!e the 'trategy for other Colgate product'0 %he focu'

gradually 'hifted to 'oft outer bri'tle' and hard inner bri'tled to en'ure a

caring approach to gum' and meticulou' cleaning0 %he tagline u'ed a'

: 0 0 0 .ecau'e your 'mile a' meant to la't a lifetime


25/58

ello< colour combination' to en'ure high rate of impul'e purcha'e'0

Doever5 be'ide' the di'count offer'5 no other POP di'play mean' made

much of an impact in term' of increa'e in 'ale'0

20 Dealth Mela E Colgate Palmolive organie' a Joung India ental Dealth

mela' in 'elect citie' here free chec! up' and free 'ample di'tribution'

of toothpa'te and toothbru'he' are done0 %hi' aim' at achieving a three

pronged 'trategy of

Increa'ing dental care con'ciou'ne''

to create a good brand recall of Colgate oral care product'

to increa'e the company' image a' a 'ocially re'pon'ible entity0

30 Keep' India 'miling 7 &d campaign E In a brea! from it' earlier attitude of

only a'cribing to it' oral care image0 Colgate joined the li't of companie'

ba'ing their campaign' on the #/ year' of independence0 %hey launched

a :ande Mataram< 'erie' of campaign' ith people from all al! of life

coming and 'haring their e"perience' on ho the time' have changed for

the better folloing it up ith :ande Mataram


26/58

thu' 'tri!ing both an intellectual and emotional chord0 %he 'nippet' ere

'trategically 'creened in !ey media 'lot'0

40 Spon'or'hip' E %hough Colgate oral care product' have not been

itne''ed to promote any large 'cale event'5 Colgate ha' often

a''ociated it'elf ith % 'erial' ba'ed on 'ocial and family theme' e0g05

Dumlog and .uniyaad 7 thu' re7empha'iing their po'itioning a' a family

product'0

%hough not all of the above 'pecifically empha'ied the promotion of Colgate

Plu' toothbru'he'5 they are conclu'ive image building e"erci'e' for the

company a' a hole and aimed at highlighting it' 'upremacy and

commitment to the Joral care 'ector0 &' 'uch it automatically tran'lated into

an image building e"erci'e for the toothbru'h category a' ell0

Colgate Plu' a' di'tributed free ith the September E i''ue of the filmfare

magaine'0


27/58

1$ICIN)

Generally the mo't important of all the PS in a developing country li!e India

here 'emi7urban and rural population con'titute'5 a ma''ive portion of the

total mar!et5 ha' to be decided upon after contemplating on all the a'pect'

related to the mar!et and the product it'elf0

(or a product li!e toothbru'h5 the major co't i' that of pac!aging 8about 4/=

of total95 the re't being 'pread over the bri'tle'5 the nic!el 'ilver ire holding

the tuft' in place and on the body of the bru'h0

%he price' of toothbru'he' have ta!en a Buantum leap0 %he co'tlie't

toothbru'h in 1,) a' *'0 4?7 hich i' today in the range of *'0 2#?70 %hu'

e have 'eem a major jump in value 'ale' vi'7@7vi' volume 'ale'0

Colgate Plu' hen it a' launched in 1,)+5 a' introduced a' a champion

product to become the Jhero of the toothbru'h mar!et meant to J!eep your

'mile forever0 It promi'ed to deliver more than the re't and a' priced

accordingly and 'oon became a major player in the mar!et0 &t that time it a'

playing again't JLordan and J*oyal5 both of hich ere being imported0

Gradually a' the mar!et e"panded5 ith the 'everal ne player' coming in5

Colgate Plu' continued to be the top mo't brand of the player' till Oral 7 .5

&Buafre'h5 (orhan' Gala"y came in 0 So right no Colgate Plu' priced at *'0

1)?7 i' behind Clo'e 6p Confident 8*'0 1,0+#?795 oral7 . 8*'0 2/?79 (orhan'


28/58


29/58

S+&* ANA'SIS

S*$EN)*HS

10 Colgate continue' to be the number one brand in con'umer perception a'

per &A M 'urvey of the la't four year'0

20 Colgate product' are perceived a' a champion of the oral7card indu'try0

30 &dvantage of better penetration5 and better pre'ence in the con'umer'

mental facultie'0

40 Ma''ive retailer netor! and 'trong 'upply ba'e0

#0 Image of a Jcompany committed to complete dental care of the hole

family0

0 Mar!et groth of more than 2#= in value term'0

+EAKNESSES

10 ;ac!' the univer'al appeal and accreditation of orld ide player' li!e

O*&;7.5 &-6&7(*SD etc0

20 Da' not been able to penetrate the rural 'egment in volume term'0

30 >o regular 'y'tem of feedbac! or apprai'al of the 'ale 'tatu' of i'

toothbru'h0

40 Mar!et groth of 1/= in volume term'0

&11&$*UNI*IES


30/58

10 &ny JP6SD can be ea'ily and Buic!ly affected n account of it' ide'pread

pre'ence0

20 oing a J>I*M& to the toothbru'h mar!et i' 'omething Colgate i' Buite

capable of 5 given the ba'e and vi'ion that the company command'0

30 Inve'tment into *A and the 'ale' campaign 'o a' to effect a 'trong long

term pull can tran'form the nature of the mar!et completely a' not one

ha' acted in thi' direction 'o far0

40 $ith the average 'emi7urban?urban con'umer ready to 'hell out thi' e"tra

buc!' it pay' to go n for technological innovation' and addition of utilitie'

to thi' lo involvement product hich ha' to 'o far been centered only

around cleaning of teeth0

*H$EA*S

10 (oreign brand' li!e &-6&7(*SD5 O*&;7.5 LO*&>5 etc are trying to

ta!e the cour'e of the mar!et to different dimen'ion'0

20 %he lo margin' being offered might go again't the pro'pect' of Colgate

plu' in ca'e 'ome player in the loer 'egment 'tart' offering high

margin'0

30 ;o Involvement category and poor brand loyalty 7 'u'ceptible to 'udden

large 'cale 'itching in a very 'hort 'pan of time0


31/58

SU$#E %INDIN)S

C&NSU(E$ SU$#E

%EA*U$ES

10 >o0 of re'pondent' E +

20 &rea' covered E efence Colon5 Khan Mar!et5 South &venue5

>orth Campu'5 Sarojini >agar

30 >ature of Survey E Structure -ue'tionnaire

40 Objective E 10 %o analye bru'hing habit' and a''ociated

attribute' of the general populace0

20 Get a feedbac! from the Colgate Plu'

u'er'0

#0 ;imitation' E &' only ell to do familie'?people ere

acce''ed5 the finding' are e"pected to be

a'!ed to the premium and the 'uper premium

'egment0


32/58

%INDIN)S

$ES1&NSE (A'ES >?@ %E(A'ES >?@ *&*A' >?@

&'! by brand

name

#+0 +/0) 20)

bought it in

per'on

+303 +#0/ +/04

0

0

20

0

!0

B060

0

0

A-5 by bra,d ,ameboug4t it i, 8er-o,


33/58

eagerne'' to

'pend

*'0 #71/ 2,0/ /0/ 220#

*'0 1/71# 410, 2,02 4/0/

*'0 1#72/ 2#0) 4#0) 3/0/

*'0 2/ 30/ 2#0/ +0#

0

B

0

B20

2B

0

B

!0

!B

B0

$-. B0 $-. 0B $-. B20 $-. 20


34/58

&SC*I. %O

>o 'pecific

rea'on

#,04 3303 #/0/

ord of mouth 1#0 10+ 1,01

impre''ed ith

advt0

,03 2/0) 110,

'hop!eeper

in'i'ted

1#0 2/0) 1403

denti't' advice 03 )03 40)

0

0

20

0

!0

B0

60

No -8e9i:i9

rea-o,

word o: mout4 im8re--ed

wit4 adt.

-4o85ee8er

i,-i-ted

de,ti-t-

adi9e


35/58

*P;&CM>%

(*-6>C

/71 MO>%DS 230# 120# 1+04

172 MO>%DS 20# 2,02 2)03

273 MO>%DS 230# 2,02 3/04

374 MO>%DS 230# 10+ 1,0

4 MO>%DS 20, 10+ 403

0B

0

B

20

2B

0

B

0

(&N*HS

2

(&N*HS

2A

(&N*HS

A!

(&N*HS

E!

(&N*HS


36/58

(*-0 O(

.*6SDI>G

Once 8per day9 #/0/ 2)0/ 40+

%ice 4402 )0/ 40)

after every meal 20, 40/ 202

>ot very

particular

20, /0/ 202

0

0

20

0

!0

B0

60

0

(A'E >?@ %E(A'E >?@ *&*A' >?@


37/58

pre''ed ith

&dverti'ement

S 1101 2202 120,

>O ))0, +)0/ )+01

0

0

20

0

!0

B0

60C0

D0

F0

(A'E %E(A'E *&*A'

ES

N&


38/58

$E'A*I#E I(1&$*ANCE &% A**$IU*ES

M&;S (M&;S %O%&; *&>K

P*IC 20+ #+03 102 #

P&CK&GI>G 4/02 4,03 440 )

6*&.I;I% +40# +40+ +#04 2

;O>G D&>; #10, /0/ #+0/

(;QI.; >CK #20, /0/ #+01

COM(0 &>G; )0 +)0+ +30+ 3

SO(% .*IS%;S +)04 )0+ )20, 1

;OOKS 401 4/0/ 440 ,

I&MO> D& 303 4103 3)0, 1/

G*IP #)0) )0/ 304 4

I>IC&%O* 2)04 4103 3403 11


39/58

0 20 !0 60 0 00

(A'ES

%E(A'ES

*&*A'

$ANK


40/58

C&')A*E 1'US USE$S $ES1&NSE

(ale- %emale- *otal

v0Good

God Cant'ay

v0Good

God Cant'ay

v0Good

God Cant'ay

-uality 1+ +3 1/ 4/ / 7 210# #0# 13

&cce'' ,/ 1/ 7 ,+0# 7 20# ,#0# 7 40#

alue?price

42 #/ ) / 23 + #1 32 1+

;oyalty e'73

>o7,+

e'73

>o7,+

7 e'73

>o 7,+ 7

0

0

20

0

!0

B0

60C0

D0

F0

00

Guality A99e-- #alueH8ri9e 'oyalty


41/58

%U$*HE$ %INDIN)S

.*&>S P*C>%&G

CO;G&% P;6S 3/0,

CI.&C& 1402)

O*&;7. 10

C;OS76P ,0#2

PPSO>% POP6;&* +014

LO*&> ,0#2

O%D*S 110,/

0B

0

B

20

2B0

B

.$ANDS

CI.ACA

C'&SE2U1

/&$DAN


42/58

$AND $ECA''

.*&>S P*C>%&G

CO;G&% P;6S 2/04+

PPSO>% POP6;&* 110/2

CI.&C& 1/024

O*&;7. ,0#4

&-6&7(*SD +0#,

&L&>%& +0/,

O%D*S 2)03#

Only about #= of the re'pondent' could not remember hich toothbru'h

they ere pre'ently u'ing hich ere e"cluded from the above computing0

0

B

0

B

20

2B

0$ANDS

C&')A*E1'US

1E1S&DEN*

1&1U'A$

CIACA

&$A'

AGUA%$ESH


43/58

$E*AI'E$S SU$#E

%EA*U$ES

10 >o0 of *e'pondent' E 2/

20 &rea' covered E efence Colony5 South &venue5 Khan

Mar!et5 >orth Campu'5 Sarojini >agar

30 >ature of 'urvey E Structured -ue'tionnaire

40 Objective E a9 %o gather the re'pond to ne

entrant' vi'7@7vi' Colgate Plu' a'

perceived by retailer'0

.9 *etailer' favorite brand8'9

Margin' offered

#0 ;imitation' E Given the area' covered5 the re'pon'e

a' bound to be a'!ed in favour of the

upper cla'' u'er'0

%INDIN)S

A. Aailability

a'y E Cla''ic5 &Bua7(re'h5 Oral7.5

Pep'odent5 Colgate Plu'

>ot a'y E *oyal5 (orhan'5 Cibaca5 Lordan5

Prudent0

. Sale-

Digh E Colgate Plu'5 Cibaca5 Cla''ic5


44/58

Pep'odent5 Oral7.

Sati'factory E Clo'e7up5 &janta5 &jay5 Lordan5 &Bua7

(re'h

C. 1roit (argi,-

Dighe't E Cla''ic5 *oyal

Digh E Lordan

Medium E Oral7.5 &Bua7(re'h5 *each5 Cibaca

;o E Colgate Plu'5 Pep'odent5 Clo'e7up

J Hig4e-t (argi, : B!0? 'owe-t (argi, 0B?

>0.0 Colgate Plu' feature' in the loe't level of margin and yet command'

the highe't mar!et 'hare0 %he lo margin a' hoever denied by the Sale'

Office of Colgate7Palmolive at elhi5 ho claimed to offer eBual to that of the

indu'try 'tandard'0

Colgate Plu' a' not bac!ed up by any apprai'al 'y'tem hat'oever0

Supply i' !ept regular on ee!ly ba'i'0


45/58

D. $etailer- 1er9e8tio, & 1reere,9e-

. .*&> >&M 30#=

CD&P .*6SD ,03=

SPCI( P*IC *&>G 1#0,=

QP>SI 210#=

%* >$ O>S 10)

0 *etail' in'i'ted on :Pu'hing< Cla''ic a' it a' moderately priced and yet

offered a very good margin0

R %he :< above a' al'o 'ub'tantiated by our con'umer 'urvey0


46/58


47/58


48/58

SU))ES*I&NS

Some 8o--ible 8rodu9t im8roi-atio,-

&ttached 'traight tongue cleaner ca'ed in the toothbru'h handle0

Cartoon' character printed on the handle to attract !id'0

Padding on the handle end to ma''age the gum'0

Ca'ing the toothbru'h 8for !id'9 in a toy form0

>ec! ith adju'table handle0

Get a certificate by the Indian ental &''ociation 8I&9 for the toothbru'h5

li!e the Colgate Calciguard %oothpa'te0

Segregate the toothbru'h type' for different age group'5 e0g05

C4ildre, 7 %hic!er handle for better grip5 bright colour' and cartoon' printed

on the handle0

ou,g 1eo8le o *ee,ager 7 more trendy colour' and de'ign'5 li!e 'tripe' or

pol!a dotted5 more vibrant colour'0

Adult- 7 Simple de'ign' and 'ober and decent colour'0


49/58

%or t4e ,ew e,tra,t

Introduce the product ith the offer of one free toothbru'h ith the

purcha'e of a bru'h hich ill help in bloc!ing and prepointing the

purcha'e of the buyer0

&' the target 'egment i' the premium 'egment therefore5 premium pricing

of the product i' nece''ary0

Price the product at *'0 2#1 7R or at *'0 3/17 and not at *'0 31 or *'0

2217 becau'e the 'hop!eeper' face a problem in returning 'mall change'

of *'0 31 or *'0 317 and *'0 11 'o they 'ometime' avoid the product a'

confe''ed by the 'hop!eeper0

&dd value to the product by giving tip' on ta!ing good oral care5 in the

bac! 'ide of the pac!age or a free pamphlet ith the purcha'e of a bru'h5

li!e bru'hing tice a day5 flo''ing5 poli'hing5 regular dental chec!7up by

your denti't5 thi' 'ho' a caring and concerned attitude by the company0

$ith the purcha'e of a toothbru'h5 give a free coupon' hich i' to be filled

in by the con'umer and can be u'ed by him or her for getting a free dental

chec!7up a' hen and here 'pecified in the adverti'ement in the

ne'paper0 %hi' !ind of 'cheme can be implemented by the company

once in to three month'0


50/58

Doever5 the'e 'ugge'tion' can be u'ed by the big player' in the mar!et or

the ne entrant5 ho ha' to be a big player becau'e a large inve'tment i'

needed for 'uch heavy 'ale' promotion and al'o an attempt 'hould be made

to convert thi' lo involvement product into a high involvement a' it i'

concerned ith per'onal card and hygiene and a product of daily u'e0


51/58

C&NSU(E$ GUES*I&NNAI$E

1. &G E1#73/ ear'

3/74/ ear'

4/7#/ year'

&bove #/ year'

2. SQ E Male (emale

3. OCC6P&%IO> E

Govt0 Service Self7employed Corporate "ecutive

Student Other' 8'pecify TTTTTTTTTTTTTTTTTT9

4. M&*I%&; S%&%6S E Single Married ith children

Married ithout children

5. &*&G MO>%D; I>COM?&;;O$&>C

N*'0 3///

*'0 3///7///

*'0 ///71////

*'0 1//// 7 2//// *'0 2////

0 $hich toothbru'h do you generally u'eU

+0 >ame any other five toothbru'he' that you can recall

1 2 3 4 #

8. $ho purcha'e' your toothbru'hU

My'elf & family member & Subordinate

9. o you a'! for a toothbru'h by nameU e' >o


52/58

10. Do much are you ready to 'pend on a toothbru'hU

*'0 #71/*'0 1/71# *'0 1#72/ *'0 2/

11. $hat prompted you to purcha'e your current toothbru'hU

enti't' advice

Impre''ed ith the adverti'ement

Shop!eeper gave it to me

& ell7i'her recommended it to me

Lu't bought it no 'pecific rea'on0

12. Do often do you replace your toothbru'hU

/71 month 172 month' 273 month' 374 month'

4 month'

13. Do often do you bru'h your teeth a dayU

Once %ice &fter every meal >ot particular


53/58

140$hat according to you are the relative importance' of the folloingU

0 Imp Imp0 >ot 'oImp0

oe'ntmatter

P*IC

P&CK&GI>G

6*&.I;I%

(;QI.; >CK

COM(O*%&.; &>G;

SO(%>SS O( .*IS%;S

;OOKS 8%*&>SP&*>%D&>; %C09

I&MO> D&

G*IP

I>IC&%O*

1#0 Da' any toothbru'h ad 8'een on %?in a magaine9 made an impact on

youU

S >O I( S5 %D> $D

O*&;7.

&-6& (*SD

*O&;

CO;G&% P;6S


54/58


55/58

$E*AI'E$ GUES*I&NNAI$E

10 ;ocation of the 'tore E

20 Selling toothbru'he' 'ince

3. .rand' 'toc!ed

Colgate Plu' Cibaca Supreme &Bua (re'h

Lordan Oral7. *oyal

Pep'odent Promi'e &jay

&janta Cla''ic

40 $hich are the top three toothbru'he' in term' of e"i't 'ale'U

10 20 30 40

5. In ca'e not covered above0 $hat i' the 'tatu' ofE

10 &Buafre'h Good Pic!ing up Moderate Poor

20 Colgate Plu' Good Pic!ing up Moderate Poor

0 Do do con'umer' a'! for a tooth bru'hU 8*an! them9

8a9 &'! by brand name 8b9 &'! for a cheap bru'h

8c9 Specify a price range 8d9 Go for an e"pen'ive bru'h

8e9 Keep trying neer one'

7. $hich of the'e to companie' ma!e it a point toE

8a9 Get a regular feedbac!


56/58

&Buafre'h e' >o

Colgate Plu' e' >o

8b9 Maintain regular 'upply

&Buafre'h e' >o

Colgate Plu' e' >o

)0 *an! your profit margin for the folloing brand'E

10 Cibaca Supreme 20 Colgate Plu'

30 Oral7. 40 &Bua (re'h

#0 Cla''ic 0 &janta

+0 Pep'odent )0 Lordan

,0 $hat i' your a9 Dighe't Margin

b9 ;oe't Margin

1/0If the con'umer doe' not a'! for a 'pecific toothbru'h then hich one

ould you offer himU $hyU


57/58

I'I&)$A1H

10 .u'ine'' %oday ;ibrary

20 &AM I''ue' of Lune J/#5 Lune J/#5 &pril J2//

30 CII ;ibrary

40 (O* ;ibrary

#0 Kotler Philip 8Principle' of Mar!eting9

0 Kotler5 Philip 8Mar!eting Management90


58/58

ACKNOWLEDGEMENT

I would like to express my sincere thanks to Prof. N.S.

Uppal for entrusting me with a challenging project and

along with it, his help and encouragement has been

exemplary.

I wish to place my sincere gratitude to the officials of

concerned organization and libraries who in spite of their

busy schedule always spared their time whenever

needed.

49939329 a study on marketing strategies of colgate palmolive ltd

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