A Comparative Analysis of Colgate and Pepsodent

1. MAHARANA PRATAP COLLEGE OF
PROFESSIONAL STUDIES, KANPUR
(Affiliated to C.S.J.M. University ,Kanpur)
A Comparative Analysis of
Colgate and Pepsodent
Bachelor of Business Administration
Department of Business Administration
(session-2015-18)
Under the guidance of Submitted by:
Jyoti ma’am Umang Maheshwari
Mamta ma’am(BBA HOD) Roll No.-0903227
Batch BBA 2015-18

2. Acknowledgement
The research on Comparative Study between Colgate &
Pepsodent has been given to me as part of the curriculum in 3
years bachelor degree in Business Administration.
I have tried my best to present this information as clearly as
possible using basic terms that I hope will be comprehended by
the widest spectrum of researchers, analysts and students for
further studies.
I have completed this study under the able guidance and
supervision of Miss Jyoti Singh. I will be failed in my duty if I do
not acknowledge the esteemed scholarly guidance, assistance
and knowledge. I have received from them towards fruitful and
timely completion of this work.
I also thankful to my friend who helped me a lot in the completion
of this project. And special thanks to all the respondents who
helped me in collection of data required for the study.

3. Preface
A professional course in (Bachelor of business administration )is
incomplete unless the theoretical knowledge acquired in the class room is
backed up by practical exposure ,as theories alone do not give perfection to
any discipline .The gap between theory and practiced is bridged by the
summer training ,which has been an integral part of the syllabus.
This present Project report is an image of what I have done and observed
during my market survey in COLGATE & PEPSODENT.
I was assigned a project COMPARATIVE ANALYSIS OF COLGATE AND
PEPSODENT.
This report is the result of the work done during the research period...
I have tried my level best to be as a systematic as possible and to avoid
any sort of biases.

4. Student Declaration
I, Umang Maheshwari student of BBA at Maharana Pratap College
of professional studies, Kanpur of hereby declare that the
Project work entitled a comparative analysis on the
COLGATE AND PEPSODENT is compiled and submitted
under the guidance of Jyoti Ma'am. This is my original work.
Whatever information furnished in this project report is true to the
best of my knowledge.
Name: Umang Maheshwari
BBA III year
Roll No.-0903227

5. CHAPTER - 1
INTRODUCTION

6. Introduction of Toothpaste Industry
The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of
toothpaste produced by the toothpaste industry. Prior to the toothpastes Oral Hygiene
was the domain of local home made powders and ayurvedh practitioners. With the entry
of Colgate in Indian marketplace the awareness about Oral care and the importance of
oral care. In recent years the Industry has shown impressive growth rate of 18.6% (this
growth is calculated in terms of value growth in Rs.).
The growth in the Urban market has been largely by the Gel Segment. Presently, a large
chunk of the Market is still held by Colgate. The major players in the toothpaste Industry
being Colgate Palmolive and Hindustan Lever Limited and several minor players like
Balsara hygiene, Dabur and Patanjali etc.
Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up lies far
behind with 23% of the existing market share. The third player in the marketplace in
terms of market share is Colgate Gel with 10.5% of the market share. That leaves 14.5%

7. market share for other Brands like Pepsodent, Pepsodent G, Promise, Babool,
Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently
valued at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd portion
of it. The Gel segment presently stands at Rs. 248 crores and is growing at a rate
much faster than Cream. In India toothpaste usage as compared to other countries is
very low which signifies about the potential of the market. In Urban India the usage of
toothpaste per person per year is just 190gms. Where as it is 200gms of toothpaste per
person per year in developing countries as Indonesia and Thailand. In developed
countries as USA and other European countries the toothpaste usage is 375 gms per
person year. In India the toothpastes companies are going in for advertising on a heavy
note, on an average the companies managing this FMCG category are spending 6.15%
of their sales on development. Colgate Palmolive had shelled out 15% of their sales on
ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. whereas
balsara Hygiene spend a huge 10.17% of their sales.

8. SWOT analysis of the Industry
 Strengths
 Market reach for both rural and urban areas
 Availability of raw material
 Low operational cost
 Weaknesses
 Point of parity
 Research and Development
 Opportunities
 Purchasing power increase
 Health camp
 Low dentist population ratio
 Threats
 Well established competitor substitute

9. Top Ten Toothpaste Brands
 COLGATE (Colgate Palmolive Ltd)
 PEPSODENT (Hindustan Unilever)
 CLOSE UP (Hindustan Unilever)
 SENSODYNE (GlaxoSmithKline)
 AQUAFRESH (GlaxoSmithKline)
 ANCHOR (Anchor health & beauty care Ltd.)
 DABUR RED (Dabur India)
 BABOOL (GlaxoSmithKline)
 MESWAK (GlaxoSmithKline)
 VICCO BAJRADANTI (Vicco Laboratories)

10. History of Colgate
 1806 William Colgate starts a starch, soap and candle business on Dutch Street
in New York City.
 1817 First Colgate advertisement appears in a New York newspaper.
 1820 Colgate establishes a starch factory in Jersey City, New Jersey.
 1857 Upon the death of founder William Colgate, the company is recognized as
Colgate & Company under the management of Samuel Colgate, his son.
 1873 Colgate introduces toothpaste in jars.
 1879 Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming
the Mennen Company.

11.  1896 Colgate introduces toothpaste in collapsible tube.
 1902 Stylish Colgate advertisement begins, emphasizing ingredient purity and
product benefits.
 1906 Colgate & Company celebrates its 100th anniversary. Product line includes
over 800 different products.
 1911 Colgate distributes two million tubes of toothpaste and toothbrushes to
schools, and provides hygienists to demonstrate tooth brushing.
 1914 Colgate establishes its first international subsidiary in Canada.
 1930 On March 13, Colgate is first listed on the New York Stock Exchange.
 1939 Dr. Mark L. Morris develops a pet food to help save a guide dog named
Buddy from kidney disease. This breakthrough leads to the first Hill's
Prescription Diet product.
 1956 Colgate opens corporate headquarters at 300 Park Avenue in New York
City.
 1968 Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.
 1972 Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral
Pharmaceuticals.
 1985 Colgate-Palmolive enters into a joint venture with Hong Kong based
Hewley & Hazel, a leading oral care company, which adds strength in key Asian
markets.

12.  1989 Annual Company sales surpass the $5 billion mark.
 1995 Colgate enters Central Europe and Russia, expanding into fast growing
markets.
 1997 Colgate Total toothpaste is introduced in the U.S. and quickly becomes the
market leader. Only Colgate Total, with its 12 hours protection, fights a complete
range of oral health problems.
 2004 Colgate acquires the GABA oral care business in Europe, with its strength
in the important European pharmacy channel and its ties with the dental
community.
 Today, with sales surpassing $15 billion, Colgate focuses on four core
businesses; Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now
sells its products in over 200 countries and territories worldwide.

13. History of Pepsodent
Pepsodent toothpaste was introduced in the USA in 1915 by the Pepsodent Company of
Chicago. The original formula for the paste contained pepsin, a digestive agent
designed to break down and digest food deposits on the teeth, hence the brand and
company name.
From 1930 to late 1933 a massive animated neon advertising sign, featuring a young
girl on a swing, hung on West 47th Street in Times Square in New York City. (This ad
was re-created for the climax of the 2005 film King Kong and was featured in the
original film in a establishing shot of Times Square itself.)
Following the acquisition of the Pepsodent Company by Unilever in 1944, sales of
Pepsodent in the UK increased rapidly, more than doubling between 1944 and 1950. The

14. company outgrew its original factory in Park Royal, and the manufacture of the product
was moved to the factory of another Unilever-owned toiletry manufacturer, Joseph
Watson and Sons of Whitehall Road, Leeds, in 1951.
Pepsodent was a very popular brand before the mid-1950s, but its makers were slow to
add fluoride to its formula to counter the rise of other highly promoted brands such as
Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product;
sales of Pepsodent plummeted. Today Pepsodent is a “value brand” marketed primarily
in discount stores and retails for roughly half the price of similarly sized tubes of Crest
or of Colgate.
The product was discontinued in South Africa in 1974 but was revived in 1976 with a
new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita
Moreno, Steve Lawrence, and others. The popular slogan was also changed in South
Africa to "You'll wonder where the dullness went / when you polish your teeth with
Pepsodent".
In 2003, household-manufacturing company Church & Dwight purchased the Pepsodent
brand rights in the United States from Unilever. Unilever still holds the rights to
Pepsodent, where it is sold outside the U.S. Church & Dwight also holds the rights to
such toothpaste brands as Aim, Arm & Hammer, Close-Up and Mentadent. This change

15. of ownership eventually led to addition of fluoride to the toothpaste. The company’s
new marketing strategy was retro packaging, retro flavor, modern levels of fluoride
content and low price. They offer two versions of Pepsodent; one with the original flavor,
as some consumers like the minty flavor it had in its glory days, and another with
enhanced whitening ingredients. Both versions, according to Church & Dwight, feature a
“proven cavity-fighting formula” that aids in the removal of plaque and promotes strong
enamel and healthy gums as well as tartar control.
The American Dental Association recommends brushing your teeth at least twice a day
with a fluoride toothpaste that bears the ADA’s Seal of Acceptance. Church & Dwight’s
Aim Cavity Protection Toothpaste and Arm & Hammer Dental Care Advance Cleaning
Mint Toothpaste with Baking Soda bear the ADA seal of acceptance. However, as of
July 2010, Pepsodent toothpaste, despite its staying power over the decades, did not.
Pepsodent is still sold as a Unilever property in all markets except the United States and
Canada. In Vietnam, Pepsodent is called P/S. In 2013, Pepsodent was ranked 201st
among India's most trusted brands according to the Brand Trust Report 2013 India
study, a research conducted by Trust Research Advisory. According to the Brand trust
Report 2014, Pepsodent moved up to 71st position among India's most trusted brands.
Pepsodent's parent company Hindustan Unilever was ranked 47th in the Trust Report
2014.

16. Swot analysis of Colgate
 Strength
 Geographically diversified industry
 Strong brand image
 Strong market share
 Appealing advertisements
 Huge sales growth
 Skilled workforce
 Strong promotional strategies
 Weaknesses
 Saturated market
 Market share is limited due to the presence of other strong FMCG brand
 Fake brands are supplied under their brand names
 Opportunities
 Tap rural market and increase penetration in same
 Emerging markets may attract business
 Differentiation strategy is required
 Threats
 Increase in commodity prices
 Fierce competition
 New entrants in the market can be a threat to Colgate

17. Swot analysis of Pepsodent
 Strengths
 Endorsed by FDI ( the largest dental association globally)
 Among the most trusted brands having celebrities like Shahrukh Khan as
brand ambassador
 Pepsodent toothpaste fights germs to protect teeth against cavities and
gives strong teeth, fresh breath and healthy gums
 Pepsodent as an Oral Care expert offers solution to specific problems like
bleeding gums and sensitive teeth
 Pepsodent also includes a range of toothbrushes
 Weaknesses
 Colgate is the top-of-the-mind toothpaste brand hance intense
competition
 Low penetration in the rural areas
 Opportunities
 Innovative marketing like Pepsodent packs included a Germ Indicator in
February-may 2002, which allowed consumers to see the efficacy in
fighting germs
 Pepsodent campaign which aims at educating consumers on the need for
germ protection through the night
 Smaller packaging for rural markets, tie-ups with hotel chains, schools
 Threats
 Competition from internal brand like Close Up in the same segment and
external brand like Colgate
 Oral hygiene still lacks in the rural parts of the country

18. Comparison between Colgate and Pepsodent
Colgate Pepsodent
Definition Colgate is a sub brand of
Colgate Palmolive. Colgate
provides a range of hygiene
related products. The name has
been extensively popular for its
oral care products.
Pepsodent is another leading name
in oral care solution. It has been
around since 1920s. It provides a
range of toothbrushes and
toothpaste.
Toothpastes  Colgate Total
 Colgate Visible White
 Colgate Max Fresh
 Colgate Kids Toothpaste
 Colgate Herbal
 Colgate Cibaca Family
Protection
 Colgate Active Salt
 Colgate MaxWhite
 Colgate Kids Toothpaste
 Pepsodent 2 in 1
 Pepsodent Center Fresh
 Pepsodent Germi check
 Complete + Gum Care
 Complete 12 Pepsodent
 Pepsodent Milk Teeth
Orange
 Pepsodent Milk Teeth
Strawberry
 Pepsodent Whitening
 Pepsodent Cavity Prevention
Toothpastes
for sensitive
teeth
 Colgate Sensitive
 Colgate Sensitive-Pro-
Relief
 Pepsodent Expert Pro-
sensitive

19. Main
ingredients of
the sensitive
range
 Potassium Nitrate
 Fluoride
 Potassium Citrate
 Hydroxyapatite
 Zinc Citrate
 Fluoride
Guiding
Packaging
Principles
 Reduce the weight of
packaging
 Remove the secondary
and tertiary packaging
layers
 More use of recycled
materials
 Focus on the reusable
packages
 Remove the unnecessary
components of packaging
 Focus on the optimal size
and weight
 Reusablitity of packaging
materials
 Focus on renewable
resources
 Increase the use of recycled
components

20. CHAPTER - 2
COMPANY
PROFILE

21. COLGATE
Mission -“To become a fast growing consumer goods industry by
developing and delivering innovative new products to consumers and
marketing them more efficiently”.
Vision- “Colgate’s vision is to become the best truly global products
company.

22. Company Profile of Colgate
Type Public
Industry Personal Care
Founded 1806
Founder William Colgate
Slogan "World of Care"
Website www.colgatepalmolive.com
Key People Ian M. Cook, C.E.O.
Headquarter United States
Competitor Pepsodent & Close Up

23. Key Persons
Ian M. Cook Chairman, President, C.E.O.
Vinod Nambiar Chairman
Issam Bachaalani Managing Director
Franck J. Moison Vice Chairman
R.A. Shah Vice Chairman (Non-Executive & Independent Director)
Dennis Hickey Vice Chairman
P.K. Ghosh Deputy Chairman
M. S. Jacob Chief Financial Officer
Henning Jakobsen Chief Financial Officer
P. Justin Skala Chief Operating Officer
Noel Wallace Chief Operating Officer
Jennifer M. Daniels Chief Legal officer and Secretary
Vikram Singh Mehta Non-executive & Independent Director
Indu Sahani Non-executive & Independent Director
Shyamala Gopinath Non-executive & Independent Director
Sukanya Kripalu Non-executive & Independent Director
M. Chandrasekhar Vice president (Sales & Customer Development)

24. Variety of Colgate
Brand Colgate deals in various products relating to oral hygiene care.
Besides its normal variants used by every genre, it has also launched
special products for kids. The product kitty includes Colgate toothbrush
with bristles that are soft and reachable at every nook and corner of the
mouth to fight tooth decay and germs. Colgate toothpowder and
mouthwash is one of the very common products of this brand as they both
relate to a different section of the customers. The mouthwash makes the
mouth feel fresher.
The Colgate toothpaste comprises abrasive materials like fluoride that help
in scrubbing the plaque away from the teeth and polishes the surface by
removing the food stains. Presently, thirteen variants of the toothpaste are
available in the market that provides protection from cavities, prevention of
gingivitis and plaque, longer duration of fresh breath, controlling of tartar,
and whitening of teeth, strengthening of enamel and sensitivity relief.
Some of the various Colgate toothpaste products are-
 Colgate Toothpaste
 Colgate Total Advanced Whitening
 Colgate Total Advanced Clean
 Colgate Advanced Fresh Gel

25.  Colgate 2 in 1 Oxygen Whitening
 Colgate 2 in 1 Icy Blast
 Colgate 2 in 1 Kids Strawberry
 Colgate Regular
 Colgate Tartar Control Toothpaste
 Colgate Total
 Colgate Active Salt
 Colgate Total 12
 Colgate Cibaca
 Colgate Sensitive
 Colgate Max Fresh
 Colgate Fresh Energy Gel
 Colgate Toothbrush
 Colgate 360
 Colgate Zigzag
 Colgate Cibaca
 Colgate Tooth Powder

26. PEPSODENT
Mission- "Unilever's mission is to add Vitality to life. We meet every
day needs for nutrition, hygiene, and personal care with brands that help
people feel good, look good and get more out of life.
Vision-
 We work to create a better future everyday.
 We will inspire people to take small everyday actions that can add up
to a big difference for the world.
 We will develop new ways of doing business with the aim of doubling
the size of our company while reducing our environmental impact.

27. Company Profile of Pepsodent
Parent Company HUL
Category FMCG
Sector Personal Care- Toothpaste
 Introduced in USA in 1915.
 Acquired by Unilever in 1944.
 In 1960, it failed because of awareness about Fluoride which helps
in fighting cavity.
 In 1993, came to India.
 Since 2003, Church and Dwight acquired Pepsodent, but in India it
is still sold under Unilever.
 Involved in CSR activities like dental check up and School Program.
 Biggest competitors- Colgate and Close Up.

28. Key Persons:-
Mr. Harish Manwani Chairman
Mr. Nitin Paranjpe CEO and Managing Director
Mr. R. Sridhar Chief Financial Officer
Mr. Gopal Vittal Executive Director, Home & Personal
Care
Mr. Pradeep Banerjee Executive Director, Supply Chain
Mr. D.S. Parekh Independent Director
Mr. A. Narayan Independent Director
Dr. R. A. Mashelkar Independent Director
Mr. S. Ramadoral Independent Director

29. CHAPTER - 3

30. MARKETING
STRATEGY

31. COLGATE
✓ STP Process of Colgate
Segmentation > Targeting > Positioning
 Segmentation:-
 Demographic :- > On the basis of age group, gender.
> Different products for kids & adults, for boys & girls.
 Psychographic/Behavioral:- > On the basis of their oral care needs
> Whitening, Sensitivity
 Targeting:-
 Target group is mostly middle class families
 The Target group for various products differ on the basis of value
proposition
 For CAS:-
> Current user of Toothpaste products
> People who are conscious about the oral health
> People facing issues with oral health
 Positioning:-
 Functional benefits

32.  Dental hygiene
 Product basis
The Doctor recommendation confirming the quality of the
product
 Competitor based
The added value than the competitor products
 Price Positioning
Trial products, products at multiple price points

33. PLC - PRODUCT LIFE CYCLE OF COLGATE

34. PEPSODENT
✓ STP Process of Pepsodent
Segmentation > Targeting > Positioning
 Segmentation :- Pepsodent is a brand for "Aspiring" as well as
"Striving" i.e. for both mid and mass segments
The segmentation has been done as :-
 Geography:- > Rural Segment
> Urban Segment
 Behavior:- > Benefits - Type of Oral Problem
 Demography:- > Age - Kids, Youngsters, Elders
> Income - Low Price, Medium Price, High Price
 Targeting:-
 Pepsodent is targeting the adult male/female and kids by different
varieties of products.
 They also target mothers as they use kids in their ads.
 The variants of Pepsodent in totality target complete family as a
family care products.

35.  Positioning:-
 Pepsodent is positioned as long-lasting protection from germs; it
could fight germs for hours after brushing
 Research suggested that mothers worry about what their kids eat,
especially when they are away from them, and its impact on their
dental health. Using that insight, Pepsodent launched the 'Dishoom
Dishoom' ad that said; Let Pepsodent fight germs for you.

36. ✓Marketing Mix of Pepsodent
4 P's
 Product
 Price
 Place
 Promotion
Marketing Mix of Pepsodent analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Pepsodent marketing strategy.
Product:
Pepsodent is one of the leading oral care brands primarily into toothpastes and
toothbrushes. A brief about the product portfolio in its marketing mix can be explained
as follows. Pepsodent offers 5 different products in its dental cream segment namely
Expert protection, Clove and Salt, Germicheck, Supersalt, Whitening. Pepsodent is
among the most trusted brands in India (Brand Equity, Economic Times, India).
Pepsodent has positioned the product as one that fights germs and offers protection
against cavities and gum related problems. The brand also offers toothbrushes to its
product range. In the oral care market in India, toothpastes have the highest share
followed by toothbrushes. HUL has bundled certain product ranges of Pepsodent to
offer it in SKUs of 150 g, 300g, 100g and 175 g. For its premium offerings like Gum care,
expert protection, the SKUs has been maintained at 70g. Pepsodent mainly caters to the
urban market. There is a growing preference for products with natural and ayurvedic
ingredients. Indian toothpaste market is a growing segment with several opportunities
available. Almost one third of the population does not have access to any of the modern
oral healthcare facilities making it an attractive prospect for leading key players.
Toothpastes are available in the powder, gel and cream formats in the market.

37. Price:
Pepsodent mainly targets the urban segment who do not mind spending more for a
quality product. The brand has positioned some of its daily use products a little above
that of Colgate. The additional price is commanded for its Germ shield active
ingredients. The key value proposition of Pepsodent is the value it offers for protection
against germs and cavities. Despite the USP the pricing of Pepsodent products in its
marketing mix is competitive enough to have a strong market share.
Place:
Pepsodent is sold through retail outlets. It is also available on e-commerce platforms
like flipkart and amazon. HUL has an amazing distribution and retail channel. Pepsodent
uses this similar retail channel to get the reach and breadth to sell its products across
all corners of the country. HUL has close to 7,000 redistribution stockists covering
about one million retail outlets. 2,000 suppliers and 7,000 distributors currently serve
the 100 factories that HUL operates in India. Pepsodent is made available in traditional
mom and pop (kirana) stores and supermarket type retail outlets too. Hence, due to the
extensive network spread across, Pepsodent toothpaste and toothbrushes are available
easily.

38. Promotion:
Pepsodent has strong marketing focus and uses all channels to ensure good brand
visibility. Pepsodent used a problem-solving approach initially when the product was
launched. Its advertisements communicated about the problems that arise out of
germs and the film that deposits on teeth after food consumption. It was launched as a
10-day trial pack product allowing the consumers to test it before making volume
purchases. Pepsodent ads usually target children. Unilever believes in catching the
customers young, hence they specifically communicate its advertisements to children.
Toothpastes are tunnel products where consumers do not spend much time trying to
understand which product is the best. Hence, aggressive advertisements will help the
brands to gain a higher brand recall among consumers. Recently Pepsodent launched a
digital behaviour change programme that aims at making brushing a happy family
activity. Pepsodent are trying to move away from their traditional image of a product
exclusively for the children. Hence, this gives an overview of the marketing mix of
Pepsodent.

39. PROMOTIONAL
CAMPAIGN

40. COLGATE

44. PEPSODENT

46. H. R. POLICY

47. Introduction to HR Practice:-
 With reference to the HR Practice brief knowledge has been gained
how the Recruitment cycle functions, Selection done, training
calendar prepared, what does compensation & cost to company
means and the steps of performance appraisal.
 HR Practices helps in increasing the productivity and quality, and to
gain the competitive advantage of a work force strategically aligned
with the organization's goals and objectives.
Objective of HR Practice:-The main objective of HR
Practices is to differentiate the organization from it's competitors by
effective and efficient HR Practices. By following this, the organization
does its whole work process. The objective of HR Practices is to increase
productivity and quality, and to gain the competitive advantage of a work
force strategically aligned with the organization's goals and objectives.

48. PEPSODENT
HR Practices of Hindustan Unilever
 Effective and efficient HR Practices are very much important for
every organization. So, HUL has also its HR Practices, which helps it a
lot of achieve the targets.
 Human Resource Management initiatives in any organization
endeavor to change, redefine, revisit, renew, reinvent, revitalize &
restructure the organization's architecture. This is effectively done
with the help of alignment & integration of HR policies & strategies
with business goals & objectives.
The HR Practices of HUL are as follow:-
 Recruitment & selection
 Performance Management
 Training & Carrier development
 Compensation
 Employee Engagement

49. Recruitment & Selection
Recruitment:-
 It is a process to discover the sources of manpower to meet the
requirements of the staffing schedules and to employ the effective
measures for attracting that manpower in adequate numbers to
facilitate effective selection of an efficient work force. Edwin B.
Flippo has employees and stimulating them to apply for jobs in the
organization.
Process of Recruitment
 Finding out the requirement (hiring vs. exit), upcoming vacancies,
kind of employees needed.
 Developing suitable techniques to attract suitable candidates.
 Stimulating as many candidates as possible.

50. Sources of Recruitment
Internal sources External sources
Present employees Campus Recruitment
Retired employees Private employment consultant
Dependent of present Data Banks
Employee Referral Casual Applicants
Selection:-
 Selection is buying an employee (the price being the wage or
salary multiplied by probable years of service) hence bad
buys can be very expensive. For that reason some firms (and
some firms for particular jobs) use external expert
consultants for recruitment and selection.
 It is one area where the interference of external factors is
minimal. Hence the HR department can use its discretion in
framing its selection policy and using various selection tools
for the best result.

51. The Recruitment and Selection process of HUL
 The recruitment process of HUL Ltd starts from the requirement of
different departments as per to the organization chart. Then they tell
to the HR department. HR department takes the candidate from Data
Banks of Company, Poornata etc, then does the short-listing, then
does the scheduling for the interview. After this the selection and
negotiation process occurs. Then offer letter is been given to the
selected candidates. The employee then joins in the organization.
Then the company arranges the induction program for the employee.
After this the Recruitment process ends with this.
Performance Management
 It is a structured method of formally and objectively evaluating
employee's performance with respect to their objectives. It addresses
the issue of an employee's development by providing them with
structured and in-depth analysis of strengths and areas of
improvement. It provides with input for annual increments, training
and development.
 Performance Management system is essential to the success of any
organization because it influences the effort expended by employees,
which in turn, drives bottom line business results. Further more, the
performance Management system helps an organization identify,
recruit, motivate, and retain key employees.

52. Method employed
360° performance appraisal
 Mechanisms like 360° feedback provide feedback from Superiors,
peer groups and subordinates to provide holistic and objective
evaluation of the employees. Assessment on their potential is
communicated transparently to all employees individually and career
paths are shared with them.
Training and Development
 The training and development program is charted out to cover the
number of trainees, existing staff. The programs also cover the
identification of resources personnel for conducting development
program, frequency of training and development programs and
budget allocation. Training and development programs can also be
designed depending upon job requirement and analysis. Selection of
trainees is also facilitated by job analysis.
 The company has a strong focus on manpower training according to
their requirements. The internal training department aims at
improving the skills sets relevant to the work profile of employees.
This includes improving communication, different skills, E-mail
programming, Operation systems.

53. Meaning of training & development according to HUL
 The need for training and development is determined by the
employee's performance deficiency, computed as follows.
Training and Development Need = Standard Performance - Actual
Performance
 Training:- Training refers to the process of imparting specific skills.
An employee undergoing training is presumed to have had some
formal education. No training program is complete without an
element of education. Hence we can say that training is offered to
operatives.
 Development:- Development means those learning opportunities
designed to help employees to grow. Development is not primarily
skills oriented. Instead it provides the general knowledge and
attitudes, which will be helpful to employers in higher positions.
Efforts towards Development often depend on personal drive and
ambition. Development activities such as those supplied by
management development programs are generally voluntary in
nature. Development provides knowledge about business
environment, management principles and techniques, human
relations, specific industry analysis and the like is useful for better
management of a company.

54. Compensation
 Hindustan Unilever offers compensation package on par or higher
than the industry standards based on the technical skills and
experience of the candidates. Employee benefits were standardized
across employees.
 The benefit schemes were re-evaluated twice a year. The benefit
programs included:
 Medical benefits that were aimed keeping the employees healthy and
motivated, so as to reach expected productivity levels.
 Tuition assistance programs which included financial assistance to
meet tuition expenses for all employees. This gave them the
opportunity to continue their formal education while working.
 A range of professional counseling and support services for
employees and eligible family members.
 Facilitation for employees to relocate if transferred to help them
settle easily in the new location.
 Assistance programs in case of emergency for employees and their
eligible dependents traveling on company work to locations
worldwide.
 Company stock offers to the employees to enable them to share the
benefits of the company's performance.

55. Employee Engagement
 Employee Engagement is the measure of how involved and
committed the workers are towards their organization and values. A
well engaged employee is well aware of the day to day happenings of
the organization and work with his or her fellow to improve the
performance of the individual and work towards the betterment of the
organization. It is an optimistic attitude that the employees hold
towards their organization.
 Employee Engagement is how the employee feels about his work
place and whether he or she is satisfied with the work or not. It is also
concerned with the emotions of an individual employee, the unique
emotional balance of employees and their experience. The employers
and their talent of creating conditions that give rise to employee
engagement. Communication among employees at all levels in the
organization.

56. Winning with People
 HUL was ranked the no.1 Employers of choice for students in the
annual Nielsen B-School Survey. In the survey, HUL retained the
'Dream Employer' status for the 3rd year running and continues to be
the top company considered for application by B-school students.
 HUL received the'Dream Employer of the year' Award presented by
UTV Bloomberg.
 HUL was recognized as the Best Employer Brand in Asia at the Asia's
Best Employer Brand Award 2011.
 HUL has been recognized with the 'Leadership in HR Excellence'
award by the Confederation of Indian Industry (CII). The award was
presented by Dr. Ashwani Kumar, Minister of State and Planning,
Science & Technology and Earth Sciences at the 2nd CII National HR
Conclave 2011 held on 18 October 2011 at New Delhi.
 HUL recognized for HR Excellence HUL has achieved the highest level
of recognition among 39 participating companies such as BPCL,
NTPC, EID Parry, Essar, Bosh, Tata Power, Tata Hotels among others.

57. CHAPTER - 4

58. Conclusion / Findings:-
1. Most of the Colgate toothpastes are used by young
generation 15 to 30 and Pepsodent is mostly used by
children.
2. Colgate focuses on young generation as they advertise
& Pepsodent focuses on children as they advertise with
children and their parents.
3. Colgate & Pepsodent both the toothpastes and
toothbrushes are available easily in all around in India.
4. Profits are increasing year by year of both the
companies as balance sheet and profit and loss
account shows.

59. RECOMMENDATIONS /
SUGGESTIONS
1. Colgate should focus on young generation as well as
children.
2. Pepsodent should also focus on children as well as
young generation.
3. More service centers should be opened.
6. The price should be economic.

60. ANNEXURE
BIBLIOGRAPHY
www.hul.co.in
www.colgate.in
www.colgatepalmolive.com
www.scribd.com
www.slideshare.in

61. COMPANY PHOTOGRAPH
COLGATE

62. PEPSODENT

64. PRODUCTS