47616776 final-project


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47616776 final-project

  1. 1. TABLE OF CONTENTSChapter No Contents Page No.1 Introduction 22 Objectives 33 Scope of the Study 44 Research Methodology 55 Company Profile 76 Marketing Strategy 157 Competitor’s of the company and Competitor’s 20 Analysis8 Data Analysis and Interpretation 249 Findings 3510 Conclusion 3711 Suggestion 3812 Bibliography 3913 Annexure 40 1
  2. 2. INTRODUCTION“Necessity is the mother of invention” New formats of all organisation is to create newstrategy, planning and implement those things to get a better result when compared tocompetitor. Colgate Palmolive ltd. in one of the largest FMCG company in India. So theirplanning and strategy should be remarkable ,and they are doing this very well. ColgatePalmolive ltd. change their plan, strategy according to the market demand, competitor.This project is also a sincere attempt of mine to discuss about PROMOTIONALSTRATEGY TO INCREASE AWARENESS OF THE PRODUCT OF COLGATE-SENSITIVE” and to find out importance of Chemist stores and how these are playing amajor role in bridging relationship between colgate and customer requirement in FMCGsector, 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 hadI 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 analyzethe quality of product and services provided by COLGATE-PALMOLIVE Ltd and whatcustomer wants from them, and how much they are satisfied with the present quality ofproducts and services. The project has tried to recommend ways of enhancing customersatisfaction by the quality of products and services provided by COLGATE-PALMOLIVE LTD to use those qualities of products and services to position them forthe COLGATE-PALMOLIVE Ltd. in the competitive environment of FMCG sector. Ihope that my efforts shall be considered by the COLGATE-PALMOLIVE Ltd. forimplementation in their business strategy. 2
  3. 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. 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 data1. 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. 5. RESEARCH METHODOLOGYResearch Design Followed:Descriptive Research is the research method used because descriptive studies embrace alarge proportion of market research. The purpose is to provide an accurate snapshot ofsome aspect of the market environment. Descriptive research is more rigid thanexploratory research and seeks to describe users of a product, determine the proportion ofthe population that uses a product, or predict future demand for a product. As opposed toexploratory research, descriptive research should define questions, people surveyed, andthe 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. Judgmentsampling involves the choice of subjects who are most advantageously placed or in thebest position to provide the information required.Sample unit:In this project case sample were the retailers in Aurangabad City region & the aim wasto know the penetration level of Colgate Sensitive and the competitors present in themarket.Sample Size:150 Retailers Data Collection Techniques: SOURCES OF DATA 5
  6. 6. PRIMARY DATATo collect primary data from retailer’s Questionnaires were used. Questionnaire wasprepared very carefully so that it may prove to be effective in collecting the rightinformation.SECONDARY DATASecondary data collected from different website. This secondary data formed theconceptual background for the project. This secondary data was compared with theprimary data collected in area.RESEARCH INSTRUMENTThe research instrument used in the project was Questionnaire to collect primaryinformation, it provided flexibility by using more close ended and few open endedquestions.METHOD OF DATA COLLECTIONInformation was collected by personally contacting retailers through interviewsANALYSIS AND STATISTICAL TECHNIQUE USEDTypes of data analysis techniques used in the project:  Tabular analysis.  Graphical analysis  Percentage analysis. 6
  7. 7. Company ProfileHISTORYIn 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap andcandle 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 uniformweights. In 1857, William Colgate died and the company was reorganized as "Colgate &Company" under the management of Samuel Colgate, his son. In 1872, Colgateintroduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its firsttoothpaste, aromatic toothpaste sold in jars. His company sold the first toothpaste in atube, Colgate Ribbon Dental Cream, in 1896. By 1908 they initiated mass selling oftoothpaste in tubes.1806William Colgate starts a starch, soap and candle business on Dutch Street in New YorkCity.1817First Colgate advertisement appears in a New York newspaper.1820Colgate establishes a starch factory in Jersey City, New Jersey.1857Upon the death of founder William Colgate, the company is reorganized as Colgate &Company under the management of Samuel Colgate, his son.1866Colgate introduces perfumed soap and perfumes/essences.1873Colgate introduces toothpaste in jars. 7
  8. 8. 1879Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the MennenCompany.1896Colgate introduces toothpaste in a collapsible tube.1900Colgate wins top honors for its fine soaps and perfumes at the World’s Fair in Paris.1902Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits.1906Colgate & Company celebrates its 100th anniversary. Product line includes over 800different products.1908Colgate is incorporated by the five sons of Samuel Colgate. Ribbon opening added toColgate tube: “We couldnt improve the product so we improved the tube.”1911Colgate distributes two million tubes of toothpaste and toothbrushes to schools, andprovides hygienists to demonstrate tooth brushing.1912William Mennen introduces the first American shaving cream tube.1914Colgate establishes its first international subsidiary in Canada.1920Colgate begins establishing operations in Europe, Asia, Latin America and Africa.1928Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company. 8
  9. 9. 1930On March 13, Colgate is first listed on the New York Stock Exchange.1939Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy fromkidney disease. This breakthrough leads to the first hills Prescription Diet product.1947Ajax cleanser is launched, establishing a powerful now-global brand equity for cleaningproducts.1953Colgate-Palmolive Company becomes companys official name.1956Colgate opens research center in Piscataway NJ.Fabric conditioner is launched in Franceas Soupline. Today, fabric conditioners are sold in over 54 countries around the world.1966Palmolive dishwashing liquid is introduced and today it is sold in over 35 countries.1968Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.1970Irish Spring launches in Germany as Irische Frühling and in Europe as Nordic Spring. In1972, Irish Spring is introduced in North America.1972Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals.1975Caprice hair care launches in Mexico. Today, hair care products are sold in over 70countries, with variants to suit every type of hair need.1976Colgate-Palmolive acquires Hills Pet Nutrition. Today Hills is the global leader in petnutrition and veterinary recommendations. 9
  10. 10. 1983Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes aresold annually worldwide. If you lined them up end to end, they would circle the globe 16times.1985Protex bar soap is introduced, and today offers all-family antibacterial protection in over56 countries. Colgate-Palmolive enters into a joint venture with Hong Kong-basedHawley & Hazel, a leading oral care company, which adds strength in key Asian markets.1986The Chairmans You Can Make A Difference Program is launched, recognizinginnovation and executioner excellence by Colgate people.1987Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation.Today, Colgate is the global leader in liquid hand soap.1989Annual Company sales surpass the $5 billion mark.1991Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, itsproduct portfolio has expanded to include all-purpose cleaners, sprays and wipes.1992Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52countries. Colgate Total toothpaste introduced.1995Colgate enters Central Europe and Russia, expanding into fast-growing markets. Colgateacquires Kolynos Oral Care business in Latin America and launches market-leadingSorriso toothpaste. 10
  11. 11. 1996Bright Smiles, Bright Futures oral health education program expands to 50 countries, andtoday reaches over 50 million children annually.1997Colgate 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 healthproblems.2004Colgate acquires the GABA oral care business in Europe, with its strength in theimportant European pharmacy channel and its ties with the dental community.2006Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, aleader in that market in the United States.Today …Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: OralCare, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products in over200 countries and territories worldwide. 11
  12. 12. Date of Establishment 1937Revenue 347.188 ( USD in Millions)Market Cap 111160.5286158 ( Rs. in Millions )Corporate AddressColgate Research center,Main Street, Hiranandani Gardens, Powai Mumbai-400076, Maharastrawww.colgate.co.inManagement DetailsChairperson- J. SkalaMD- R. D. CalmeyerCEO: Ian M. CookDirectors - Derrick Samuel, J K Setna, J Skala, K V Vaidyanathan, M A Elias, P KGhosh, R A Shah, R D Calmeyer, V S MehtaNo. of Employees 38,100Common Issue Type CSCountries/territories of sales 200+Countries with operation 80Business Operation BackgroundHousehold & Personal Products Colgate-Palmolive is Rs 1,300 crore. Company started inyear 1937. In Rs 2,400 crore domestic market it enjoys 50% of market share. Itspread across 4.5 million retails outlets out of which 1.5 million are direct outlets. TheCompany is having four wholly owned subsidiaries namely Colgate-Palmolive.FinancialsTotal Income - Rs. 18025.707 Million (year ending Mar 2009) Net Profit - Rs. 2902.194Million ( year ending Mar 2009).Business DescriptionThe Company manufactures and markets a number of products in the U.S. and around the 12
  13. 13. world in two distinct business segments: Oral, Personal and Home Care; and PetNutrition.Colgate Palmolive (I) is one of the leading companies in India in the FMCG industrysegment. Colgate Palmolive (I) is the subsidiary of Colgate Palmolive Ltd., New Yorkwhich is the parent company. Colgate Palmolive is a foreign-based public limitedcompany. The company is in the business of consumer products for more than 100 years.In India it is the numerous brands.Company ProductORAL CARE  Toothpastes  Tooth brushes  Kids products  Whitening product  Over the counterPERSONALMen’s & women’s Antiperspirant and Deodorant  Bar soap  Body wash  Liquid hand wash  Toiletries for menHOME CARE  Dishwashing  FabricConditioner  HouseholdCleaners  Institutional productsPET NUTRITION  Science Diet  Prescription Diet 13
  14. 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. 15. MARKETING STRATEGIESColgate 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 arecarefully 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 onconsumer and shopper insights, the Company works closely with local merchandisers andshop owners to offer a relevant assortment of products and merchandising services toachieve high visibility in each store.Colgate is sharply focused on aligning its strategies and goals with those of its tradepartners in order to achieve mutual success. Colgate people understand that the way theydo business is just as important as the results they achieve.Colgate has developed global commercial selling principles that apply to theirrelationships with all customers, regardless of their size or location. These principlesprovide specific guidelines on how to achieve business goals, while maintainingColgate’s commitment to its values and to upholding the highest ethical standards in itsbusiness dealings.Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. Whileinnovation in new product development is key, equally important is innovationthroughout all of the Company’s business functions and processes.New product development for products expected to be launched within three years takesplace at nine consumer innovation centers strategically located around the world. Thesecenters create new product concepts and ideas based on specific insights into consumerwants, 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, PetNutrition and Personal Care. Supplementing these efforts, Colgate scientists conductearly research to establish a scientific foundation for new product ideas generated, anddevelop robust formulations that deliver new benefits to consumers. 15
  16. 16. In marketing, Colgate is breaking ground in connecting with consumers in non-traditionalways, particularly by leveraging the Internet and mobile phones. One successful programis capitalizing on the popular use of the term “Colgate Smile” for any great smile.Colgate encourages a personal, emotional connection with our brand by invitingconsumers to share their “Colgate Smiles” via photographs, stories and videos posted onwww.ColgateSmile.com and numerous social networking sites, such as MySpace andFacebook. To best reach today’s consumers, Colgate uses integrated marketingcommunications that include a mix of traditional and new media, as well as creativepromotional activities. For example, as part of its very successful “ FEEDING ISBELIEVING” Maketing campaign 16
  17. 17. Company PerformanceColgates long history of steady growth and strong performance comes from a strategy oftight focus on global brands in four core businesses: Oral Care, Personal Care, HomeCare and Pet Nutrition. Among the Companys goals for 2010 are to: Remain theundisputed global market leader in Oral Care. Become the undisputed global marketleader in Specialty Pet Nutrition Become a stronger global No. 2 competitor in SkinCleansing, leading in liquids and successful in other large Personal Care categoriesBecome a stronger regional leader in selected Home Care categories Colgate becomingever more streamlined and sustainable as we progress toward a truly global supply chain,providing us with greater flexibility and increased cost efficiencies. Since 2004, Colgatehas reduced the number of manufacturing plants worldwide by over 25%, which includesfive 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 commitmentto our stakeholders’ health and wellness.By growing consistently and responsibly, continuously meeting or exceeding ourfinancial goals and focusing on product sustainability.By maintaining our commitment to our environmental targets and expanding our focus onwater quality and availability. 17
  18. 18. Performance 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007Global 8.66 8.80 9.00 9.08 9.29 9.90 10.5 11.3 12.2 13.7Sales 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. 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, highadvertisement spending, and frequent product variant launches. The major players in thissegment are:  Colgate-Palmolive  Hindustan Lever Ltd. 19
  20. 20. About the productColgate Sensitive ToothpasteColgate Sensitive toothpaste is medicated toothpaste. This toothpaste is effective aagainst Sensitive teeth.Wouldnt you love a sensitivity toothpaste that not only relieves the immediate pain, butgoes beyond sensitivity relief to provide proven protection, fresh breath and whiter teeth?New Colgate Sensitive, a sensitivity toothpaste that gives you more: fast relief, provenprotection, fresh breath and whiter teeth. Always read the label.What Is Sensitivity?Many adults suffer from sensitive teeth. Cold, heat and high sugar concentrationscan alter the fluid dynamics in microscopic tooth tubules, which in turn stimulate thenerve deep inside the tooth causing pain and discomfort.How Can Colgate Sensitive Help?Colgate Sensitives Potassium Citrate formula soothes the nerve ends and withregular use builds a protective shield, providing both immediate relief from suddenshocks 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. 21. INTRODUCING COLGATE SENSITIVE TOOTHPASTEIt gives you fast relief from sensitivity pain, lasting protection with regular use, provenprotection against cavities and plaque, fresh breath and gently restores the naturalwhiteness of your teeth. Its advanced formula contains potassium citrate that providesfast soothing relief. Colgate Sensitive is available in 50ml and 75ml tubes and 100mlpumps.Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. Withunbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks toits clinically proven bacteria fighting system.Colgate Sensitive Toothpaste 100g sensitivity relief and fluoride protection, as well asa great taste and fresh breath, for patients suffering from dental hypersensitivity. Colgatesensitive is a toothpaste containing potassium nitrate, which has a direct desensitisingeffect on the pulp nerve fibers of the tooth. Potassium nitrate is clinically proven toactively relieve tooth sensitivity. Colgate sensitive also contains fluoride to provideeveryday care. Fluoride is proven to protect against cavities, and with regular brushing, ithelps 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 theproduct 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 brushall sensitive areas of the teeth.Warnings:Do not swallow. Children under 12 years of age: use only on the advice of a dentist ordoctor. If sensitivity persists, see your dentist. 21
  22. 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. 23. Competitor’s AnalysisOne of the best sources of information is to investigate competing businesses. Thesebusinesses can provide a wealth of information that can be used in evaluating thepotential for your business. By evaluating how a company markets its business, it ispossible to determine the markets it is targeting. For example, if competing businessesare advertising in Southern Living, they are targeting affluent, middle age females.However, if they are advertising in the sports section of a metropolitan newspaper, theyare most likely targeting males. In addition to collecting information on the markets theyare targeting, a competitor analysis can reveal packaging preferences, target marketinformation, pricing strategies, distribution channels and marketing strategies. Simplyevaluate the products and services your competitor is providing. Are they producingfamily packs or individual serving sizes of their processed food product? How are theygetting their products to their customers? Are their products value prices or are theypriced 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. 24. FINDINGS IN AURANGABAD MARKETDATA ANALYSIS AND INTERPRETATIONOn the basis of questionnaire we have analyzed the response of Retailers & Dentist wherethe questionnaire was filled up by the Dentist and retailers had tried to put analysisin 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 SensitiveINTERPRETATIONThe above table analysis the awareness of customers towards Colgate sensitive, where in30% 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. 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 PriceGraph 2: Shows buying decision factor of Colgate sensitive.INTERPRETATION –The above table analysis shows the decision making factor for the customers to buytoothpaste. Most of the customers go according to the quality 55% of the respondentscannot 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. 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 SensitiveGraph 3:INTERPRETATION –The above table analysis shows the Retailers brand preference in selling toothpaste tocustomer. Most of the customers go according to the brand, they sell Emoform to 35% ofthe respondents. Colgate-sensitive to 15% of the respondents. And rest at differentpercentage to the respondent. 26
  27. 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 NoGraph 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. 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 NoGraph 5: Shows need of advertisement for promoting Colgate sensitive.INTERPRETATION –The above table analysis the need of advertisement for promoting tooth paste andtoothbrush, 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. 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 hasbrand image as normal toothpaste not as medicated Toothpaste. 29
  30. 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 SEBSITIVEGraph 7:- Shows share of different medicated toothbrush in Aurangabad.INTERPRETATION –In case of toothbrush oral-B has very good command over market. Colgate sensitivetoothbrush is also doing well in Aurangabad market. 30
  31. 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 Colgatesensitive it is very low i.e. 5% only. This is one of the strong reasons behind failure ofColgate sensitive 31
  32. 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 BRUSHGraph 9:INTERPRETATION –A consumer satisfaction in case of toothpaste is very low, where in case of toothbrush itis very high. 32
  33. 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 AWAREGraph 10:INTERPRETATION –In semi urban areas like Aurangabad awareness regarding oral care is less, which affectsthe performance of medicated toothpaste and toothbrush. 33
  34. 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 responsewill definitely help the brand in market. 34
  35. 35. Findings :-Retailers PerceptionThe retailers have always given the feedback as consumers often buy the medicated toothpastes only after the recommendation of a dentist. Example Thermoseal. They cannotconvince the consumers to buy a different product even after it is associated withColgate. Colgate as a brand has created an image of a normal toothpaste and not as amedicated toothpaste.Brand awareness with respect to its competitorsColgate Sensitive has low brand awareness as most of the customers purchase the toothpaste on the recommendation of the dentists and currently not doing well in the market asit is often seen as a normal toothpaste.Distribution ChannelThe product is dispatched from the company to Depot in Aurangabad from which it istransferred to regional Stockiest which distribute them to retailers (Medical Stores) andthen it brought by consumers.While working we made details of the feedback given to us by the retailers as well as thedistributors. This feedback helped us basically to understand what are the problems facedby 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. 35
  36. 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. 36
  37. 37. CONCLUSIONSince Colgate Company is well established in the market and its products have highdemand in the market taking an undue advantage of this the distributors create monopolyin the market. Considering this point the separation of Colgate Sensitive as a separatebusiness line in the market is really good as it breaks the monopoly of the well settleddistributors in the market and this has helped us to understand the actual functioning ofan organization as we were a part of it. The retailers if given good range of margin willalso help in increasing the sales of the products to some extent as at a certain level theretailers 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. 37
  38. 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. 38
  39. 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. 39
  40. 40. BIBLIOGRAPHYhttp.www.google.comhttp.www.wekipedia.comhtttp.www.colgate.co.in 40
  41. 41. Questionnaire Name of the Chemist: ______________ City: ________ Address: ________________ Contact No. ______________Q 1. Are you aware about the Colgate Sensitive? (A) Yes (B) NoQ 2. What make you to buy that brand? (A) Quality (B) Brand (C) Availability (D) PriceQ.3. Which is the brand that retailers offer to customers? (A) Colgate Sensitive (B) Sensodent (C) Emoform (D) Thermokind (E) Sensoform (F) OtherQ.4. Whether advertisement plays a very vital role in developing the brand? (A) Yes (B) NoQ.5 Does the company needs advertisement to promote Colgate sensitive? (A) Yes (B) NoQ.6 Medicated Tooth Paste Available in chemist shops? (A) Colgate Sensitive (B) Sensodent (C) Emoform (D) Thermokind (E) Sensoform (F) Other 41
  42. 42. Q.7 Tooth Brush Available in chemist shops? (A) Oral-B (B) Colgate Sensitive (C) Pepsodent (D) OtherQ.8 Which Brand is prescribed by the doctors? (A) Colgate Sensitive (B) Sensodent (C) Emoform (D) Thermokind (E) Sensoform (F) OtherQ.9 How many Consumers are satisfied with the brand Colgate-Sensitive? (A) Satisfied (B) UnsatisfiedQ.10 How many people’s are aware of the utility of Colgate-sensitive? (A) Aware (B) UnawareQ.11 How many retailers are responding? (C) Convince (D) Not-Convince (E) Not Interested Sign & Stamp of Medical Store 42
  43. 43. THANK YOU 43