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  1. 1. A PROJECT REPORT<br />ON<br /> Brand Promotional Activity <br /> Name of the organization<br /> <br /> Colgate – Palmolive Ltd.<br /> <br /> UNDER THE GUIDANCE OF<br /> Prof. Nilesh kulkarni <br /> <br /> Sinhgad Institute of Business Management<br /> Mumbai<br /> SUBMITED BY<br /> Mr. Ankur B. Lad<br /> Roll No: 08<br /> Specialization: Marketing<br />2253291-2947<br /> <br /> SINHGAD INSTITUTE OF BUSINESS MANAGEMENT,<br /> PLOT NO. 126, MAHADA COLONY CHANDIVALI, MUMBAI – 400072<br />Declaration<br />I, Ankur Balubhai Lad student of Master of Management studies, hereby declare that I have successfully completed this Project on Market Research in academic year 2010-2012. The information incorporated in this project is true and original to the best of my knowledge. <br /> <br />ACKNOWLEDGEMENT:<br /> I would like to express my gratitude towards ALLIGES MARKET SOURCE for giving me an opportunity to conduct this research and a special thanks to Miss Reshmi B, Mr. Manish Mishra and Mr. Mukesh Tripati for their guidance throughout the activity.<br />I would also like to thank Prof. Nilesh kulkarni for guiding me throughout my entire project. My project was completed in a very supportive and interactive environment and has been great learning experience.<br /> <br /> ----ANKUR B LAD<br /> INDEX<br />S. No.CONTENTSPageNo.1Executive Summery of project42Company profile5-73History of colgate Palmolive9-124Objective and scope of the project135Research Methodology14-186Colgate palmolive global vision,mission.197About colgate Palmolive product profile20-228Information on tooth sensitivity24-259About colgate sensitive pro relief toothpaste &toothbrush26-299Promotional activity tool3010Competitor’s Analysis318Market positioning for colgate sensitive pro relief32-339Data Analysis and Interpretation34-3510Finding and conclusion36-3711Biblography38<br />EXECUTIVE SUMMARY:<br />colgate Palmolive is a well reputed company with a large series of its well known products having different varities in terms of flavor. Colgate is one of the most prominent products of colgate palmolive .<br />Here in my project I have going to introduce a colgate sensitive pro relief which is specially prepared for sensitive teeth.<br />I have aim is to promotion and giving information about the product and also showing them demo practically. As colgate company believes that quality is our product,there for I have designed here product according to specific quality standards.<br />But colgate sensitive pro relief by colgate Palmolive is now planning to target hyper sensitive or sensitive teeth person. It is an gums cooling toothpaste and gives instant relief and ultra softness toothpaste which is specially manufactured for sensitive teeth.<br />The company competitive edge is best quality gums cooling paste with new pro arginine technology which contains potassium nitrate,arginine. This will distinguish colgate product from their competitors. <br />Colgate sensitive pro-relief toothpaste and toothbrush will be a high priced and high quality pastes and brush whose price corresponding substantially with its quality.<br />As I know that colgate is the market leader in oral hygiene. I will expand colgate market with the time. The company try to increase their net profit more than 23% of the sales by the end of 2010. <br />COMPANY PROFILE:<br />Company name colgate Palmolive Ltd.<br />Date of Establishment 1937<br />Revenue 347.188 (USD in Millions )<br />Market Cap 111160.5286158 (Rs. In millions)<br />Corporate Address Colgate Research Centre,Main Street Hiranadani <br /> Gardens Powai Mumbai-400076, Maharashtra<br /> <br />Management Details Chair person - J Skala<br /> MD – R D Calmeyer<br /> Directors – Derrick Samuel, J K Setna, J Skala, <br /> K V Vaidyaanathan, M A Elias, P K <br /> Ghosh, R A Shah, V S Mehta<br />Business Operation Household &Personal Products<br />Background <br /> Colgate-palmolive is Rs 1.300 crore company <br /> started in year 1937. In Rs 2,400 crore domestic<br /> market it enjoys 50% of markets share. It spread<br /> across 4.5 million retails outlets out of which 1.5<br /> million are direct outlets. <br />Financials Total Income – Rs 20606.60 Million ( year ending <br /> Mar 2010)<br /> Net Profit – Rs 4232.60 Million ( year ending <br /> Mar 2010)<br />Company Secretary K V Vaidyanathan <br />Colgate Palmolive is one of the leading companies in india in the FMCG industry segment. Colgate Palmolive is the subsidiary of colgate Palmolive Ltd., New York which is the parent company.<br />Colgate Palmolive is a foreign - based public limited company. The company is in business of consumer products for more than 100 years. In india it is the numerouno brand.<br />The principles of governance of the colgate Palmolive :<br /><ul><li>The Board of directors is experienced, independent, and highly diverse
  2. 2. The board aims on the key commercial priorities and the development of leadership
  3. 3. Opening the communication between the directors and management
  4. 4. Formulation of policies to guide good governance and integrity of the business
  5. 5. The Board and audit committee supervises the integrity of the financial statement
  6. 6. It is the responsibility of the colgate Palmolive people to provide good governance
  7. 7. With the continuous improvements the governance become better
  8. 8. Good governance thrives from continuous improvement.</li></ul>The board of Directors of the colgate Palmolive :<br /><ul><li>Fabian Garcia, Chairman
  9. 9. P. K. Gosh, Deputy Chairman
  10. 10. R. A. Shah, Vice Chairman
  11. 11. M. A Elias, Director
  12. 12. K. V. Vidyanathan, Director
  13. 13. Vikram Singh Mehta, Director
  14. 14. J. K. Setna, Director</li></ul>The management body of the colgate Palmolive :<br /><ul><li>Roger D Calmeyer, Managing Director
  15. 15. Moses A. Elias, Executive Vice President & Chief Financial Officer
  16. 16. Prabhaparameswaran, Vice - President – Marketing
  17. 17. K. V. vaidyanathan, Vice President, Legal & Company Secretary
  18. 18. Debashish roy, Vice President, H. R
  19. 19. Shekarbaratwaj, Vice President, Sales
  20. 20. Arun kumar Pande, Vice President, I. T
  21. 21. SuredraManek, Director, Research & Technology center</li></ul>COMPANY HISTORY:<br />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". William Colgate in 1833 suffered a severe heart attack stopping his business from selling.<br /> But after a couple of years of recovery he continued with his business. 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, who did not want to continue the business but thought it would be the right thing to do.<br /> In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. 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.<br />In 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs. By 1908 they initiated mass selling of toothpaste in tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate University (formerly Madison University).<br />In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it - "Palmolive". At the turn of the century Palmolive, which contained both palm and olive oils, was the world's best-selling soap.<br /> Extensive advertising included The Palmolive Hour, a weekly radio concert program which began in 1927 and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Missouri-based soap manufacturer known as Peet Brothers merged with Palmolive to become Palmolive-Peet.<br />In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.<br />Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. <br />Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. But that didn't stop colgate. In the beginning of television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors.<br />George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring.<br />In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products. <br />In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970.<br />Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.<br />In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated with diethylene glycol, and several people in eastern U.S. reported experiencing headaches and pain after using the product. <br />The tainted products can be identified by the claim to be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in the United States) and the tubes/packaging contain numerous misspellings on their labels.<br /> Colgate-Palmolive claims that they do not import their products from South Africa into the United States or Canada and that DEG is never and was never used in any of their products anywhere in the world. The counterfeit products were found in smaller "mom and pop" stores, dollar stores and discount stores in at least four states. <br />For the past 33 years the colgate Palmolive company has sponsored a non- profit track meet open to women of all ages. This event is called the colgate women`s Games. <br />The colgate women`s Games is the nation`s largest amateur track series open to all girs from elementary school through college. Our goal is to provide an athletic competition that helps the participating young girls and women develop a strong sense of personal achievement and self- esteem.<br />Introduction: Colgate Palmolive is a $10.6 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable.<br /> The company focuses on strong global brands in its core businesses – oral care, personal care, home care, and pet nutrition.<br />Colgate is delivering strong global growth by following a tightly defined strategy to increase market leadership positions for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorant/antiperspirants, dishwashing detergents, households cleaners, fabric conditioners and specialty pet food.<br />COLGATE PALMOLIVE INDIA:<br />Headquarter in Mumbai.<br />Annual Turnover around 1100 crs.<br />Market leaders in oral care.<br />Colgate consistently won india no 1 brand of the year award from last three years.<br />Colgate ranked among best employer in india.<br />Customer base of more than 8 lacs retailers.<br />Serviced by company field force, more than 1800 stockiest & super stockiest & their field force.<br />Colgate is the brand that people trust, for complete oral care protection for themselves and ones they love.<br />OBJECTIVE OF THE PROJECT:<br /><ul><li>To find out consumer response towards colgate sensitive Pro Relief toothpaste in the area.
  22. 22. Made an attempt to promote and increase the sales of colgate sensitive pro relief toothpaste in the area.
  23. 23. To study and analyze the opinion of consumer.
  24. 24. To find out actual potential for colgate sensitive Pro relief toothpaste in andheri.</li></ul>Scope of the study:<br />The scope of the study revealed overall consumer response over colgate sensitive pro relief toothpaste.That will help to study SWOT ANALYSIS and according to which necessary changes could be implied.<br />The study carried out in andheri star bazzar so, its scope is mainly limited to andheri star bazzar.<br /><ul><li>It gives information about how many consumer has sensitivity problem.
  25. 25. It gives information about how many consumer using competitor`s products.
  26. 26. It provides suggestions to to company to improve their products sales.</li></ul>RESEAECH METHODOLOGY:<br />Research Design Followed:<br />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.<br />Descriptive & diagnostic Market Research: <br /> The focus of descriptive research is to provide an accurate description for something that is occurring. For example, which group is buying a particular brand, a product’s market share within a certain industry, how many competitors a company faces, etc. <br />This type of research is by far the most popular form of market research. It is used extensively when the research purpose is to explain, monitor and test hypotheses, and can also be used to a lesser extent to help make predictions and for discovery. Marketers routinely conduct basic descriptive research using informal means. For instance, the head of marketing of Colgate Company may email a retailer to see how the products are selling. But informal descriptive research, while widely undertaken, often fails to meet the tests of research validity and reliability and, consequently, the information should not be used as an important component in marketing decisions. <br />Rather, to be useful, descriptive research must be conducted in a way that adheres to a strict set of research requirements to capture relevant results. This often means that care must be taken to develop a structured research plan. Under most circumstances this requires researchers have a good grasp of research methods including knowledge of data analysis.<br />Data collection technique<br />The primary and secondary techniques of data collection were used to collect the data.<br />a) Primary technique of data collection:Primary data is that type of data which includes the first hand information which is being collected from the respondent through observation or direct communication with the respondent in one form or the other. <br />Source of Primary data collection:<br /><ul><li>Observation.
  27. 27. Questionnair
  28. 28. Discussion with some concerned people.</li></ul>Here the major source used for primary data collection is Questionnaire.<br /> Here in this research the structured questionnaire prepared and mall customers were asked to fill it individually. A structured questionnaire is type of questionnaire, which includes closed ended questions and is in structured and printed format. <br />b) Secondary data collection technique:<br /> Secondary data means the data that are already available i.e. they refer to the data which have already been collected and analyzed by someone else. Secondary data has been taken from the company booklets, information manual, website etc. this has been used to know about the organization, market share of the organization, sales policy.<br />SAMPLING DESIGN:<br />Population: <br /> In statistical usage the term population is applied to any finite or infinite collection of individuals. Population means the aggregate of element from which a sample is to be drawn, in the case of this project it covers walk in customers in Korum Mall at star bazzar for the survey and it is a Non-Probability Sampling.<br />Sampling Unit:<br /> It means whom to be surveyed. In this project, samples were taken from different types of customer as children, young, old, etc form Thane city which randomly selected. Here sampling unit is a General public of toothpaste user.<br />Sample size:<br />During the project 3000 numbers of customers were interviewed as a sample size.<br />Sampling Technique:<br /> Random sampling technique has been used to select the sample. A Simple random sample is a group of subjects chosen from a larger group (population). Each subject from the population is chosen randomly and entirely by chance, such that each subject has the same probability of being chosen at any stage during the sampling process.<br />Sampling errors:<br /> There were no such issues or error in sampling as everyone was keen to know about their sensitivity.<br />Source and method of data collection:<br /> Data includes facts and figures, which are required to be collected from customers to achiever the objectives of the project which is used to determine the present position and expectation of customer from this brand.<br /><ul><li>Closed Questions: Where the only answers are yes/no/don't know. For example: 'Are you planning a holiday this year?' It is possible to anticipate the answer and results can be easily summarised.</li></ul>ANALYSIS AND STATISTICAL TECHNIQUE USED:<br />Types of data analysis techniques used in the project:<br />The entire analysis of data was done with the aid of Microsoft Excel spread sheet programming. The diagrammatic representation of the data was done through Microsoft Word.<br /><ul><li> </li></ul>Limitation of the study:<br /><ul><li>Region: The survey was limited for Thane city in star bazzar only.
  29. 29. Selective specialization: Only medicated paste of Colgate Sensitive Pro Relief was covered under project survey.
  30. 30. Time constraint:: As this was part of syllabus and time is of only 2 months to get the feedback from a large city of Thane as due to time constraint large number of sample size was not possible.
  31. 31. Approach: Some walk in people in mall was not entertaining the Questionnaire, so it is not possible to get perfect perception of interviewee.</li></ul>COLGATE PALMOLIVE GLOBAL VISION AND MISSION:<br />GLOBAL VISION<br />Be the innovative leader with our brands every day in every home.<br />Our Mission<br /><ul><li>Achieve market dominance in oral care through aggressive volume growth, and establish a significant presence in personal care.
  32. 32. Cogate palmolive value.
  33. 33. The company care about its people, consumers, shareholders and business partners.
  34. 34. Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences.
  35. 35. Colgate is committed to getting better every day in all that it does.
  36. 36. By better understanding consumers and customers expectations and continuously working to innovate and improve products, services and processes.
  37. 37. Colgate will become the best.</li></ul>LINES OF BUSINESS IN INDIA<br /><ul><li>Oral Care
  38. 38. Personal Care
  39. 39. Hard Surface Care (Household Care)
  40. 40. From the dentist
  42. 42. (A)Oral care:</li></ul>1. Toothpastes:<br /><ul><li>Colgate Dental Cream
  43. 43. Colgate Max Fresh
  44. 44. Colgate Active Salt
  45. 45. Colgate Total 12
  46. 46. Colgate Sensitive
  47. 47. Colgate Kids
  48. 48. Colgate Advanced Whitening
  49. 49. Colgate Herbal
  50. 50. Colgate Cibaca
  51. 51. Colgate Fresh Energy Gel</li></ul>2. Toothbrushes:<br /><ul><li>Colgate Massager
  52. 52. Colgate Navigator Plus
  53. 53. Colgate Extra Clean
  54. 54. Colgate Extra Clean Gum Care
  55. 55. Colgate Sensitive Toothbrush
  56. 56. Colgate 360 Toothbrush
  57. 57. Colgate Zig Zag</li></ul>3. Toothpowder<br /><ul><li>Colgate Super Rakshak</li></ul>4. Whitening Products<br /><ul><li>Colgate Advanced Whitening</li></ul>5. Mouthwash<br /><ul><li>Colgate Plax</li></ul>(B)PERSONAL CARE:<br />1. Body wash<br /><ul><li>Palmolive Aroma Body wash Relaxing
  58. 58. Palmolive Thermal Spa Body wash Firming
  59. 59. Palmolive Aroma Body wash Vitality
  60. 60. Palmolive Thermal Spa Body wash Massage
  61. 61. Palmolive Naturals Moisturizing Body wash Milk & Almond
  62. 62. Palmolive Naturals Moisturizing Body wash Milk & Honey</li></ul>2. Liquid Hand wash<br /><ul><li>Palmolive Naturals Milk and Honey Hand Wash
  63. 63. Palmolive Aroma Liquid Hand Wash Relaxing
  64. 64. Palmolive Naturals Liquid Hand Wash Family Health</li></ul>3. Hair Care<br /><ul><li>Palmolive Halo Shampoo</li></ul>4. Skin Care<br /><ul><li>Palmolive Charmis Cream</li></ul>5. Shave Preps<br /><ul><li>Shave Cream</li></ul>(C) HOME CARE<br /><ul><li>AXION- dish washing paste</li></ul>(D) PROFESSIONAL ORAL CARE:<br />1. Gingivitis Treatment<br /><ul><li>Colgate PerioGard</li></ul>2. Sensitivity Treatment<br /><ul><li>Colgate Sensitive
  65. 65. Colgate Gel Kam</li></ul>3. Mouth Ulcer Treatment<br /><ul><li>Oragard-B</li></ul>4. Specialty Cleaning<br /><ul><li>Specialty Cleaning</li></ul>INFORMATION ON TOOTH SENSITIVITY:<br />What is tooth sensitivity?Tooth sensitivity is a common name for dentin hypersensitivity or root sensitivity. If hot, cold, sweet or very acidic foods and drinks, or breathing in cold air, makes your teeth or a tooth sensitive or painful then you have sensitive teeth.<br />Is Tooth Sensitivity Common? Tooth sensitivity is very common and it has been estimated that approximately half the population experiences tooth sensitivity. Tooth sensitivity can come and go over time.<br />Why does Tooth Sensitivity (Dentin Hypersensitivity) Happen? Tooth sensitivity is usually caused by dentin on root areas exposed due to receded gums or periodontal disease. Receded gums are very common and up to four fifths of people have gum recession by the time they are 30 & above.  <br />When the root of a tooth becomes exposed it does not have a layer of enamel like the crowns of your teeth. Instead the roots have a very soft covering called cementum, which once lost leaves the dentin of the root exposed.  <br />Overzealous brushing or using very abrasive toothpaste can also cause abrasion of the tooth’s enamel surface and expose dentin. A very acidic diet – for example a diet with a lot of citrus food, pickles or soda pop — can cause tooth erosion and dissolve the tooth surface, exposing the dentin.<br /> Bulimia and GERD can also result in dental erosion and sensitivity due to acid in the mouth.<br /> <br />It is important to tell your dentist or hygienist if you have any sensitive teeth, so that he or she can examine your mouth, see if the problem is tooth sensitivity (dentin hypersensitivity) and help you choose the best treatment. <br />When teeth are sensitive it can be painful to brush them and if you brush poorly because of pain then there is more risk of tooth decay and gum disease.<br /> Pain after hot, cold, sweet or acidic food and drinks can also be a sign of decay with a cavity or hole in the tooth, or a sign of a broken tooth, and if this is the case your dentist will treat you with a filling or other treatment.<br />What makes exposed dentin painful?Dentin contains thousands of tiny channels that are only visible with a microscope. These channels run from the surface, through the dentin to the nerve center of the tooth — the pulp. The channels contain fluid and after eating or drinking hot or cold foods, the fluid in these tiny channels moves and irritates the nerves in the tooth, causing pain.<br />ABOUT COLGATE SENSITIVE PRO-RELIEF TOOTHPASTE AND TOOTHBRUSH:<br /> Colgate Sensitive Pro Relief toothpaste<br />Colgate Sensitive Pro Relief toothpaste works by plugging the channels to block the tooth immediately to block tubules for instant and lasting relief.can be apply easily and quickly. With regular use, it build a long – lasting protective barrier that acts like a seal against sensitivity.<br />Colgate Sensitive Pro-Relief toothpaste is clinically proven to provide instant relief from tooth sensitivity in just one direct application. This scientifically advanced toothpaste uses the break-through Pro-Argin™ technology. <br />The Pro-Argin™ technology contains arginine, an amino acid naturally found in saliva, and calcium carbonate. Our extensive research has demonstrated that arginine in the unique formulation provides superior perceivable protective oral health benefits.<br />It is mint flavour will notice improvement in one day.<br /> <br />Price of Colgate Sensitive pro relif Products:<br />Sr.No. Product Amount Price(MRP) Rs.1Colgate sensitive pro relief toothpaste 40gm 702Colgate sensitive pro relief toothpaste 80gm 1203Colgate sensitive pro relief toothbrush 1 68<br />Table : Price of Colgate Sensitive pro relief Products<br />Why should you use colgate sensitive Pro Relief toothpaste?<br />Colgate sensitive pro relief provides you with:<br /><ul><li>Fast relief from the pain of sensitive teeth
  66. 66. Proven protection from sensitivity with regular use
  67. 67. Its effect remain for three day after one brushing
  68. 68. It also acid proof
  69. 69. It is not medicated there for we can use this toothpaste regularl</li></ul>Why should you use colgate sensitive Pro Relief toothbrush?<br />Colgate sensitive pro relief toothbrush has ultra- soft bristles help make hypersensitive teeth & gums feel as if they have been treated with real care.<br />Its flexible neck helps minimize pressure on gums & the rubber thumb grip ensures better control.<br />Practical Activity: <br />Activity done in month of May- June 2011 of Colgate Sensitive Pro-relief campaign<br />To make gold standards in the oral-care segment, Bates 141 has put forth the ‘chill tests’.<br />Tooth sensitivity as an issue is still in its nascent stage in India and so are the products catering to such patients. Thus putting an end to this problem, Colgate-Palmolive recently launched ‘Colgate Sensitive Pro-Relief’ toothpaste in the oral-care segment. <br />And what better way, to spread a word about the new offing, then to take real life-cases, suffering from it. Thus stressing on the same fact, Bates 141 conceptualized the idea behind the campaign. <br />The  agency  auditioned around 100 odd people under a supervision of a professional dentist and conducted “Chill Tests” on them, to ensure that the cases they were short listing for the commercial only suffered from the issue of ‘sensitivity’ and not any other problems like root canal, tooth decay.<br />Thus after the first round of screening, finally the creative agency zeroed in a total of 25-30 people, invited at a pre-decided location, whose ‘Chill tests’  are replicated in the commercial in real life.<br /> The shooting for the commercial took place over a period of five days wherein the English version was shot for 2 days, Hindi Version for 2 days and the final day being kept as a reserve for back up shots.<br />Speaking about the campaign, Mukul Deoras, Managing Director, Colgate-Palmolive (India) Limited, says, “Tooth sensitivity is an oral condition that affects up to 57 per cent of consumers worldwide. <br />Our new campaign for Colgate Sensitive Pro-Relief toothpaste captures the reaction of real sufferers to our new revolutionary toothpaste. This is the first time that we have engaged with real consumers in India to communicate the oral care concern of tooth sensitivity as well as to introduce a new product to the wider audience.<br /> We are thrilled with the way the TVC has panned out and believe that the message of the efficacy of the product will get communicated across in an effective way.”<br />The TVC has been launched in a long format i.e of 60 seconds duration, but eventually would be rolled out in smaller formats also. Though the idea of proving the product efficacy through ‘live’ product test with real consumer is quite alluring, but at the same time capturing the dramatization of the pain factor of a consumer has been a challenging task. <br />we have strict instruction from Colgate started a conversation with getting good morning after that word I am from Colgate that word should come in 2 month working experience know that word really works.<br /> because well known and trusted brand after that we were asking consumers to first apply our product and then gulp down a glass of cold water to test the sensitivity aspect. But it was interesting to see that how relieved they were after they discovered the product actually working on them. <br />Promotional activity tools:<br />Tools used for promotion, kiosks were placed at strategic locations. It contained 3 parts.<br /> 1. Water Chiller <br />2. SKU (Stock Keeping Unit)<br />3. LCD<br />The Chiller is used to provide chilled water for the CHILL TEST so as to identify and retest the sensitivity problem. <br />SKU is placed to keep the stock of product available for display so that the customer can touch and feel the product.<br />LCD would constantly play Audio- visual demonstrating sensitivity and solution using CSPR for greater impact.<br /> Ethics corner moment of truth<br />Moment of truth can either make or break the image of an organization. At the time customer brand awareness programme in different mall as promoter we are not sure that colgate sensitive pro relief really works, because no other toothpaste claim that it give instant relief to a sensitivity problem, but when one or two customer got a relief within minute that is moment of truth for us and customer<br />There is a 360 degree campaign planned to support the launch campaign spanning across multiple channels like print, online, PR, activations, radio, mobile and retail. As part of activation programmes ‘Chill tests’ will also be conducted across the country for consumers to experience the new innovation first hand in retails shops like Big Bazaar and Star Bazaar.<br />The agency is also adopting the sampling route along with the in-programme innovation placement on popular TV shows. It has even launched an online wherein a consumer can visit the site and share there experiences.<br />COMPETITOR’S ANALYSIS:<br />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.<br /> By evaluating how a company markets its business, it is possible to determine the markets it is targeting.<br /> 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.<br /> 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.<br />Are they producing family packs or individual serving sizes of their processed food product? <br />How are they getting their products to their customers? <br />Are their products value prices or are they priced for the high-end market?<br />Are they focused on convenience, quality or quantity? <br />What type of packaging material are they using?<br /><ul><li>Thermoseal
  70. 70. Sensodyne
  71. 71. Emoform</li></ul>Price of available competitors in market<br />Theromoseal100gm50gmRs 54Rs 28Strontium chloridehexhydrateSensodyne100 gm50 gmRs 65Rs 42Potassium nitrateEmoform100 gm150 gm50 gmRs 50Rs 63Rs 30Potassium nitrateThermokind-F100 gm50 gmRs 43Rs 24Potassium nitrate 5%w/w, Sodium monoflourophosphate 0.7% w/w, triclosan 0.3% w/w<br />Market positioning for colgate sensitive Pro Relief toothpaste:<br />Market positioning involves the way a product is defind by customers on important attributes. It is the place the product occupies in consumer`s minds relative to competing products. The core strategy is the matching of company strengths and market opportunities and has two components:<br /><ul><li>Identification of group of customers to whom the company can clearly show it has differential advantage.
  72. 72. The firm needs to position its offering in the customer`s mind.</li></ul>My first priority is to maintain the good image of colgate brand in the mind of colgate customers by introducing a new product of an equivalent quality. I have to position colgate product in market in a way that can attract more loyal customers.<br />Actual product :<br />Brand name: company brand name is colgate sensitive pro relief that is in line with colgate Palmolive.<br />Quality: They are determined in providing the brand, assuring quality and affordability to the major sector of the andheri star bazzar. The quality is the factor that cannot be compromised in any condition as the leading brand of colgate assures the best quality paste to its customers.<br />Design and style: The design and style of colgate sensitive pro relief are set to be quite appealing and catchy for sensitive teeth customers through unique design and style.<br />Features: The toothpaste is manufactured as an arginine,calcium carbonate,an amino acid naturally found in saliva with cooling gums and enclosed in an attractive tube.<br />Packaging: The packaging is made very attractive as the product is specifically designed. <br />Augmented Product:<br />It includes the classification of their product, website address and helpline number or U.AN number for assistance and after sales services. Web site address of colgate Palmolive is and the helpline number is 5698000, 5685867. After sales services include the responsibility of replacing the damaged or expired piece from the customer. If I consider the categorization of colgate product then it falls in the category of staples in convenience products.<br />Branding: A brand is a name, term, sign, symbol, design or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors. Branding has become so strong that hardly anything goes unbranded.<br />Brand name: The name of the brand is colgate sensitive pro relief proposed by colgate Palmolive.<br />Brand sponsorship: colgate sensitive pro relief is a manufacturer`s brand (national brand) because colgate is distributing its product with its own brand name as created and owned by colgate Palmolive itself and can be available at medical stores.<br />Packaging and labeling: paste is enclosed in a very attractive tube. Labeling includes the brand name, benefits, ingredients, address of the firm and expiry date.<br />DATA ANALYSIS AND INTERPRITATION<br /> <br />Interpretation:<br />From this data we interpret that in andheri city there are 65% users of colgate.and they are loyal to this toothpaste.the others who are using pepsodent,close up, Dabur because there family are using from long time, they don’t want try other toothpaste.<br />SENSITIVITY ANALYSIS :<br />From this we interpret that in andheri city 30% people has sensitivity problem.<br />Awareness of Colgate Sensitive pro relif brand:<br />Q. Are you aware of Colgate Sensitive pro relif brand?<br />ResponseNo. Of ResponsesPercentageAware282094Not aware1806Total2239<br />Table: Awareness of Colgate Sensitive Brand to Chemist.<br /> <br /> Awareness of Colgate Sensitive Pro Relief Brand<br />Interpretation: <br /> Almost all people 94% in Andheri city are aware about Colgate Sensitive Pro Relief brand means it is easy to deal with them for the detailing and to convince them. Also from this analysis it is interpreted that brand awareness is already done the only this remains is the product penetration. The 6% population which is not aware this brand as they stick to their own one product as we can say loyal customer. <br />FINDING AND CONCLUSION:<br /> <br />FINDING:<br /> Users of Toothpaste or Toothpowder<br />Toothpaste users 95% Toothpowder users 5%<br />Colgate users 75.5%<br />Pepsodent users 12.05%<br />Others toothpaste users 10%<br />Reason for use toothpaste:<br />Brand loyalty 75%<br />Quality 25%<br />Freshness in mouth 22.5%<br />Dentist advice 20.5%<br />Varity flavour users:<br />Salt 20%<br />Neem 17.5%<br />Plain 30.5%( strong teeth)<br />Gel 45% (maxfersh)<br />Varity Color users:<br />Red 30%<br />Blue 60%<br />White 22.5%<br />Identify product by brand name 57.5%<br />Celebrity Advertising of product 17.5%<br />No changes toothpaste in future 12.5%<br />CONCLUSION:<br />Tooth sensitivity is a widespread problem across India, but more importantly, the state of awareness about this problem is very low. A May 2011 survey shows that there are many customer have sensitivity problem.they even not know about the sensitive toothpaste which give them relief. <br /> It is concluded that, It can be clearly stated that brand promotional activities like the showing them demo of how it relief instantaly are effective in order to establish good relation with the customers and find new customers. This helps in increasing the market share of the product and helps achieve the targets.<br /> BIBLOGRAPHY<br /><br /><br /> Philip Kotler- 13th edition.<br />