What is Market Research Applications?
Market research focuses on assessing the preferences and choices of consumers
and potential consumers.
The Market Research Application (MRA) is an intuitive point-and-click interface
that provides statistical and graphical techniques for market research data analysis.
Marketing research Applications include: Advertising testing research, branding
research, customer satisfaction research, pricing research, product positioning
research, new product assessments, marketing due diligence, and segmentation
Need Research & Research PLC
To understand my consumer, to see how my product is working in present market.
But, Research is conducted to help in reducing business risks & maintain or
Its other associated function is to monitor the effectiveness of the marketing plan.
Introduction Of Colgate
In 1806, William Colgate introduced starch, soap and candle factory on Dutch Street in New
York City under the name of "William Colgate & Company“
In 1857, William Colgate died and the company was reorganized as "Colgate & Company"
under the management of Samuel Colgate, his son
In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars
His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896
In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet
In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the
Today Colgate has numerous subsidiary organizations spanning 200 countries, but it is
publicly listed in only two, the United States and India.
Awards & Achievements
Colgate has been ranked as India’s 1 Most Trusted Brand
across all categories for four consecutive years from 2003 to
51% market share in the toothpaste segment.
48% market share in the toothpowder market.
30% share in the toothbrush market.
Presently it is facing competition from no. 2 player HUL. E.g.
On 4Sept.2009,Colgate-Palmolive signed SRK as its Brand
Colgate is targeted at middle income and upper income families.
Colgate has had a consistent target market.
Colgate has never altered its target market segment.
Colgate was introduced in the semi urban and rural areas too.
Research on Colgate Users.
Basically the research was for the Colgate users.
Determining the Actual Users.
Determining how familiar it is in the market.
How often they use it and many more will study in our presentation.
We had prepare the Questionnaire for Colgate users.
• Collection of Data
– Primary Data
• We have collected primary data
– Sample size-500
– Area- Mira-Road , Bhayander, Borivali
– Secondary Data
• From company’s website we have got relevant data
• We also used Wikipedia for industry overview
Do you currently use any variation of colgate toothpaste ? (excluding Colgate
toothpaste for children)
Have you ever previously purchased Colgate toothpaste? (excluding Colgate
toothpaste for children)
Which Brand of Colgate toothpaste did you most recently purchase?
A) Colgate Sensitive
Colgate Sensitive pro- relief
B) Colgate Sensitive Pro-Relief
Colgate Sensitive Whitening
C) Colgate Sensitive Whitening
How many times have you purchased Colgate in the last six months ?
1 to 2
3 to 4
5 to 6
7 to 8
9 to 10
Please rate the following sources of information in terms of importance when
purchasing Colgate toothpaste?
A) In-store Advertising
B) Advertisements seen outside shops
E) Friend or Family
In store Advtg.
Advtg. Seen outside shops
Friend & Family
How satisfied were you in terms of product effectiveness the last time you used
Please select the level of satisfaction
Do you plan to purchase Colgate toothpaste in the future?
(C) May be
When do you feel the need to purchase toothpaste?
(A) When it runs out
(B) When it is on offer or the price has been reduced
(C) When a dentist or other professional recommends a particular toothpaste to
(D) When someone recommends a particular toothpaste to you
On average how long do you spend making a decision on your toothpaste
2% 1% 0%
(A) Up to a minute
(B) Over a minute to 2minutes
(C) Over a 2minute to 3minutes
(D) Over a 3minute to 4minutes
(E) Over a 4minute to 5minutes
(F) Over a 5minute to 6minutes
What kind of offers would most likely make you purchase another brand of
(A) Buy 1 get 1 free or 3 for 2
(B) Loyalty Points
(C) Price Reduction
(E) None of the above
How often do you brush your teeth?
(A) Not at all
(B) Once a Day
(C) Twice a Day
(D) More than three times a Day
Huge number of people buy Colgate because the Colgate has created an brand
image in the consumers mind.
24% of people buy Colgate Sensitive because this toothpaste gives them an instant
relief from the problem of sensitive teeth.
48 % of people buy Colgate Sensitive Pro-Relief because this toothpaste give them
instant long-lasting relief to enamel.
28% of people buy Colgate Sensitive Whitening because this toothpaste helps
them to removes stains & restore natural whiteness of teeth.
We have also came to know that how low frequency of the consumers to buy the
Colgate toothpaste because they prefer to buy the family pack which is cost
effective for them and also offers too.
Consumers who purchase this product they feel that if the advertising is done in
stores & Outside Shops makes the clients to buy.
Almost 70% of the consumers were very much satisfied with the product & 20%
were Satisfied and 10% were still confused due to multiple brands.
86% of consumers will buy the product in future & 12% were saying may be.
Through this analyzing and interpretations we came to know the Colgate Brand
Image , Colgate Brand personality & Colgate Equity and Colgate Loyalty too.
Colgate should hire celebrities for the advertisement
They should also increase the volume of their CSR activities because they have a
very good image in the market.
Target market should be clearly emphasized in advertisement.
Colgate should emphasize on Digital Branding i.e. online purchase.