Colgate palmolive limited


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Colgate palmolive limited

  1. 1. COLGATE PALMOLIVE LIMITEDOne of largest FMCG company in India 1
  2. 2. ABOUT COLGATE PALMOLIVE LTD.• Colgate is one of the worlds largest consumer products company by market share with commercial presence in 6 continents.• As of 2011, the company holds a staggering 44.7% global market share under it’s flagship product toothpaste. 2
  3. 3. BUSINESS OVERVIEW• Colgate has operations in North America, Latin America, Europe/South Pacific, and Greater Asia/Africa.• The company divides its business into product segments: Oral Care, Personal Care, Home Care, and Pet Nutrition. 3
  4. 4. OBJECTIVE• To find factors which influence consumer behavior while purchasing Colgate toothpaste.• Also, to know the basic awareness that people have about Colgate Sensitive toothpaste which caters to the Niche segment. 4
  5. 5. TARGET GROUP (For Colgate toothpaste):• Toward rural and urban consuming class. (For all the age groups and SEC A, B and C). (For Colgate Sensitive toothpaste):• It caters to the Niche Segment and the age group of 20+ and SEC A and B. 5
  6. 6. SOURCE OF DATA• In our case, we have used primary data source. (Questionnaire) (Definition of primary data)• Primary data means first hand data. The data which is collected through: Observation, questionnaire, interview, telephonic talk, etc. is called primary data. 6
  7. 7. FINDINGS IN INDIAN MARKET• On the basis of questionnaire we have analyzed the responses received from consumers for Colgate toothpaste and Colgate Sensitive toothpaste. 7
  8. 8. SAMPLING PLAN• The total set of observation of numerical characteristics under study is called population.• The size of population is 60 and they fall in the age group of 20-55. 8
  9. 9. SCOPE OF STUDY• The study was pertaining to questions like purchasing decision factors towards Colgate toothpaste and also questions like, whether the consumer are concerned about quality, price, availability, taste and brand loyalty which helped us to determine consumer behavior towards Colgate toothpaste.• Also, the data study helped us in understanding awareness of the Colgate Sensitive toothpaste on the basis of questionnaire. 9
  10. 10. COMPETITION• Immense competition from organized as well as unorganized players.• HUL is the closet rival of Colgate with a share of 34% with its Pepsodent and Close-up gel (where it has a lion’s share) brands. 10
  12. 12. Q1. Which is your favorite brand of toothpaste?Colgate has received the highest response of 65% which means that it’s the mostpreferred brand by the people over Pepsodent and other toothpastes. Others 3% Favorite Brand of Toothpaste Pepsodent 32% Colgate 65% 12
  13. 13. Q3. Which factors attract you during a purchase of a toothpaste?Quality which is 60% is the major factor which attracts the consumers during thepurchase of a toothpaste. Factors Attracting Price During Purchase of 8% Toothpaste Flavour 22% Quality Packaging 60% 10% 13
  14. 14. Q8. Please rate the following sources of information in terms of importance whenpurchasing Colgate toothpasteRespondents have rated the professional advice as the highest with 26% which meansthat it’s the most important source of information while purchasing Colgate toothpaste. In-store advertising 10% 11% Advertisements seen Professional advice outside of the shops 26% Memories of previous toothpaste purchases Friends or Family 11% 21% Information on packaging 15% Staff 6% 14
  15. 15. Q9. When purchasing Colgate toothpaste which two product attributes influence yourdecision the most?Respondents have rated the attributes - Freshening Breathe and For Sensitive teeth asthe highest with 14% each which means that these are the most important attributeswhich influence the decision of people while purchasing Colgate toothpaste. Price Whitems Teeth 12% 13% Familiar Brand Freshens Breathe 11% 14% Regular Type For Sensitive Teeth 13% 14% Gel instead of Paste Packaging 10% 13% 15
  16. 16. Most important attribute and second important attribute that influence decision while purchase
  17. 17. Q10. If you ever had any sensitivity problem what steps did you take to overcome it?50% of the respondents have never had sensitivity problem before and 42%respondents who went through sensitivity problem visited the doctor for the same. Others 8% Doctor 42% Never Had Problem 50% 17
  18. 18. Q11. Are you aware about Colgate Sensitive toothpaste?82% of the respondents are aware of the Colgate Sensitive toothpaste, which provesthat people are aware of this toothpaste however, it targets only niche segment. Yes No 18% 82% 18
  19. 19. Q12. How did you come to know about Colgate Sensitive toothpaste?67% of the respondents came to know about the Colgate Sensitive toothpaste brandthrough TV Advertisement. From where you Others came to know about 5% Colgate Sensitive Newspaper toothpaste 10% Word of Mouth 18% TV Advertisement 67% 19
  20. 20. Q13. Are you aware about the utility of Colgate Sensitive toothpaste?63% of the respondents knew the utility of the Colgate Sensitive toothpaste that is it isused for getting instant relief from the pain and the sensitivity of the gums and teeth. Utility of Colgate Sensitive No 37% Yes 63% 20
  21. 21. Q14. Do you plan to purchase Colgate toothpaste in the future?61% of the respondents agreed to purchase Colgate toothpaste in the near future whichstates that Colgate is preferred by people more over other brands. In Future do you plan to purchase May Be No Colgate 17% 22% Yes 61% 21
  22. 22. Q16. What kind of offers would most likely make you purchase another brand oftoothpaste?40% of the respondents said “None of these” and 25% of the respondents replied “Buy1 get 1 Free” are the offers which influence them to purchase another brand oftoothpaste. Price Reduction 17% Buy 1 get 1 Free 25% Loyalty Points 18% None of the above 40% 22
  23. 23. CONCLUSION• Colgate is a known product. It has huge awareness and acceptance as compared to other brands.• It has higher market share.• However, Colgate Sensitive is also a known product as many people are aware about it.• However, It’s a niche segment product therefore not used by everyone. 23
  24. 24. Bina Bhatia (14)Gaurav M. Advani (25)Pankaj Chaturvedi (64)Robin Dhan (80)Sudha Gupta (101)Vikram Singh (110) 24