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DEPARTMENT OF BUSINESS MANAGEMENT




                               A
                     PROJECT REPORT
                             ON




              COLGATE –PALMOLIVE LTD.


                  UNDER THE GUIDANCE OF
                       Prof .Rashmi



          SUBMITED BY: - Anuradha . Mukku
                         Vinaya. Nadar
                         Kiran . Hemani
                         Rasika. Patil
                         Snehal. Bhari
2012-14                                     Page 1
DECLARATION



                We, students of Master of business
administration studies, hereby declare that we have
successfully completed this Project on Marketing
management in academic year 2012-2014. The
information incorporated in this project is true and
original to the best of our knowledge.




2012-14                                         Page 2
ACKNOWLEDGEMENT


             This project is a result of dedicated effort.
It gives us immense pleasure to prepare this project
report on “COLGATE –PALMOLIVE LTD”.

             We would like to thank our project guide,
Prof., for consultative help and constructive suggestion
on the matter in this project. We would like to thank
our parents and our colleagues who have helped us in
making this project a successful one.




2012-14                                              Page 3
INDEX


S. No.                    CONTENTS   Page

                                     No.

   1      COMPANY PROFILE             4

   2      INTRODUCTION                5-7

   3      COMPANY HISTORY            9-12

   4      MARKETING MIX              11-16

   5      BCG MATRIX                 14-18

   6      SWOT ANALYSIS

   7      STP ANALYSIS

   8      BALACESHEET

   9      RECOMMANDATIONS

   9      CONCLUSION

  10




2012-14                              Page 4
COMPANY PROFILE


Company name            Colgate Palmolive Ltd.



Date of Establishment   1937



Revenue                 347.188 (USD in Millions)



Market Cap              111160.5286158 (Rs. In millions)



Corporate Address       Colgate Research Centre,

                        Main Street

                        Hiranandani Gardens

                        Powai ,Mumbai-400076,

                        Maharashtra

                        WWW.colgate.co.in



Management Details      Chair person - J Skala

                        MD – R D Calmeyer

2012-14                                                    Page 5
Directors – Derrick Samuel, J K Setna,Skala,

                                 K V Vaidyaanathan, M Elias,PK

                                 Ghosh, R A Shah, V S Mehta



Business Operation   Household &Personal Products




Background           Colgate-palmolive is Rs 1.300 crore company

                     started in year 1937. In Rs 2,400 crore

                     domestic market it enjoys 50% of markets

                     share. It spread across 4.5 million retails

                     outlets out of which 1.5 million are direct

                     outlets.




Financials           Total Income – Rs 20606.60 Million (year

                     Ending Mar 2010)

                     Net Profit – Rs 4232.60 Million (year

                     Ending     Mar 2010)



Company Secretary    K V Vaidyanathan



2012-14                                                            Page 6
INTRODUCTION


          Colgate – Palmolive Company is an American diversified
          multinational corporation focused on the production,
          distribution and provision of household, healthcare and
          personal products, such as soaps, detergents, and oral hygiene
          products (including toothpaste and toothbrushes).

          Under its “Hills” brand, it is also a manufacturer of veterinary
          products. The company’s corporate offices are on Park Avenue
          in New York City, across from the Waldrof Astoria.

          In India, it operates under the name as Colgate-Palmolive
          (India) limited and its head office is at Mumbai.

          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.




2012-14                                                              Page 7
COLGATE PALMOLIVE INDIA:


    Headquarter in Mumbai.
    Annual Turnover around 1100 crs.
    Market leaders in oral care.
    Colgate consistently won India no 1 brand of the year award
          from last three years.
    Colgate ranked among best employer in India.
    Customer base of more than 8 lacs retailers.
    Serviced by company field force, more than 1800 stockiest &
          super stockiest & their field force.
    Colgate is the brand that people trust, for complete oral care
          protection for themselves and ones they lov




2012-14                                                       Page 8
COMPANY HISTORY
             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
      reorganized 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.

      1896 - Colgate introduces toothpaste in a collapsible tube.

      1902 - Stylish Colgate advertising 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.
2012-14                                                                     Page 9
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 Hawley & Hazel, a leading oral care company, which adds
      strength in key Asian markets.

      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-hour
      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                                                               …
      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.




2012-14                                                               Page 10
MARKETING MIX




                   PROD
                    UCT




          PROMO   MARKETING   PRICE
           TION     MIX




                   PLACE




2012-14                               Page 11
MARKETING MIX




                                  CUSTOMER WANTS
          PRODUCT                 AND NEEDS




            PRICE                     COST TO SATISFY




            PLACE                     CONVIENCE TO BUY




          PROMOTION                   COMMUNICATION




2012-14                                         Page 12
1. Product :-


      The product, the Precision toothbrush, is a product that should
      add value to a buyer’s life.

      It should also add utility, and meet the wants and needs of
      targeted consumers.

      The product should be unique and different from all similar
      products that are already available on the market.

      The strategy is to differentiate the product’s design and
      packaging, which in return will cause the toothbrush to stand
      out.

VARIOUS TYPES OF COLGATE




2012-14                                                        Page 13
2. Price:-

          The price of a product says something about the quality.

          Even though the quality of the Precision toothbrush will be significantly
          higher than other leading toothbrushes, the price of the toothbrush will
          be determined by the prices of the other toothbrushes already in the
          market.

          This pricing strategy is a result of positioning the toothbrush as a
          mainstream product rather than a niche product.



COLGA 20g              40g     50g    75gm 80g        100g    150g     200g       300g
TE    ms               ms      ms     s    ms         ms      ms       ms         ms

Dental         5rs     ----    14rs   ----    ----    30rs    45rs     56rs       86rs
cream
Max fresh      ---     ---     15rs   ---     32rs    35rs    55rs     ----       ---

Total          ----    ----    ---    35rs    ---     ---     65rs     ---        ---

Sensitive      ---     ---     35rs   ---     ---     60rs    ---      ---        ---

Kids           ---     26rs    ---    ---     ---     ---     ---      ---        ---

Advance     ---        ---     ---    27rs    ---     ---     53rs     ---        ---
whitening
Active salt ----       ---     14rs   ----    ----    30rs    ----     54rs       ----

Cibaca         ---     ---     ---    ---     ---     18rs    ---      28rs       ---

Herbal         ---     ---     14rs   ---     ---     30rs    ---      55rs       ---

Fresh          ---     ----    ----   -----   ---     ---     55rs     60rs       ---
energy gel

2012-14                                                                          Page 14
3. Place:-

          Place represents the location where a product can be
          purchased.

          The most important part of marketing is how a product will
          get from the seller to the buyer.

          Many products go through a channel of distribution, which
          involves manufacturers, wholesalers, retailers, and consumers.

           The distribution strategy proposed for the Precision
          toothbrush is through dentists, plastic surgeons, drug stores,
          grocery stores, large retail stores, and department stores.

          The product is available in the all India market, including
          semi-urban & rural markets which are their primary focus.




2012-14                                                           Page 15
4. Promotion :-

          Product promotion is communication            spread   through
          advertising, Publicity and sales promotion.

          Promotion represents all of the communication that marketers
          use in the market.

          We suggest that Colgate-Palmolive advertise their products by
          using commercial, magazine ads, the radio, ads that are to be
          placed in dentist offices, billboards, and the sides of buses.

           Advertising is done to promote new products, remind
          consumers of existing products, and also promote the image
          of the company at hand. We also suggested that Colgate offer
          special coupons and rebates through their other products, and
          also food products.

          Also, Colgate could benefit from the usage of in-store
          displays.

          Most of the promotional activities would be T.V. media.

          T.V., FM radio for urban population.

          Promotion towards rural population also.
2012-14                                                             Page 16
BCG MATRIX

          The BCG matrix or also called BCG model relates to marketing. The
          BCG model is a well- known portfolio management tool used in
          product life cycle theory.

          BCG matrix is often used to prioritize which products within company
          product mix get more funding and attention.

          The BCG matrix model is a portfolio planning model developed by
          Bruce Henderson of the BOSTON CONSULTING GROUP in the
          early 1970’s.

          The BCG model is based on classification of products (and implicitly
          also company business units) into four categories based on
          combination of market growth and market share relative to the largest
          competitor.




2012-14                                                                 Page 17
SWOT ANALYSIS




             “SWOT is an acronym for the internal strength and
      weakness of a firm and the environmental opportunities and
      threats facing the firm.

             SWOT analysis is a widely used technique through
      which managers create a quick overview of a company’s
      strategic situation.

              The technique is based on the assumptions that an
      effective strategy derives from a sound “fit” between a firm’s
      internal resources (strengths and weakness) and its external
      situation (opportunities and threats).




2012-14                                                       Page 18
INTERNAL FACTORS:-

(1) STRENGTH:-

             Colgate dental cream offers all-round cavity protection, even
             where a toothbrush cannot reach.

             Its great mint taste freshens breath.

             It protects against root caries.

             It cleans & makes teeth whiter and repairs early decay spots.

             Extremely popular brand and high brand awareness due to
             advertising.




(2) WEAKNESS:-


         High dependence of the company on a single category i.e., oral
         care.

         Reduction in advertisement expenditure in order to maintain
         growth.




   2012-14                                                            Page 19
EXTERNAL FACTORS


(3) OPPORTUNITIES:-

         Leverage on fact that Colgate has been ranked as the most
         trusted brand in India.

         Focus on innovations and new product launches by deploying
         advanced technologies.

         Growth in emerging markets – rural and semi- urban.




(4) THREATS:-


         High competition from competitive brands like Pepsodent from
         HUL.

         Increasing commodity prices for manufacturing.




   2012-14                                                     Page 20
STP ANALYSIS

(1) SEGMENTATION :-

             Colgate’s market segmentation is very broad because all their
             products are of need to most people so those people share a
             similar interest in product needs.

             Colgate uses a segmentation bases by knowing that certain
             groups of people need Colgate toothpaste for a specific similar
             reason like yellow teeth, sensitive teeth or just teeth with
             cavities.

             Colgate also uses the family life cycle because they make
             toothpaste that could be used for grownups and children.

             Also, toothbrushes are made to attract young children with
             cartoon characters and different tastes and are less strong so
             that it wouldn’t damage their gums.




   2012-14                                                            Page 21
(2) TARGET GROUP:-


         MAX FRESH            :–     Colgate targeted youth with the
         introduction of this toothpaste, as this helps in refreshes breath.

         ACTIVE SALT :-      Elder people are targeted in this segment
         as it makes teeth stronger and provides protection from
         cavities.

         COLGATE TOTAL :-                Colgate Total contains the anti-
         microbial ingredient triclosan, which reduces the number of
         bacteria that cause gingivitis, cavities and halitosis Basically
         it’s for kids but Mothers are targeted as they are very concerned
         about their kids. This toothpaste safeguards teeth for 12 hours.

         COLGATE SENSITIVE :- People who have sensitive teeth
         are targeted in this segment who have problem in their gums.

         KIDS TOOTHPASTE :-             Often small children don’t like to
         brush teeth, so for them this toothpaste was launched. Colgate
         had focused on taste aspect to encourage kids to brush teeth.

         COLGATE WHITENNING – A whitening toothpaste that is
         "Clinically-proven to whiten in 14 days”. Its whitening
         ingredient is hydrogen peroxide, which gradually bleaches the
         teethFocus is given on group of customers in this segment
         those who are already suffering from plaque in their teeth.

         COLGATE 2in1 :- People who want both strongness and
         fresh breath are targeted.

   2012-14                                                           Page 22
(3) POSITIONING:-




              Colgate dental cream positions itself as toothpaste that has
         the necessary calcium and minerals to provide decay
         protection, strong teeth, germ protection and fresher breath.

              Colgate positioned several toothpaste so that people would
         like the products more like adding a different style or taste to
         the toothpaste.

             Colgate repositions their products because with the way
         they market and promote their products, consumers know that
         these products are way better than other brands and competition
         that is out there.

             Lately with competition from indigenous “vegetarian”
         toothpastes, Colgate dental cream has also positioned itself as
         an “always 100% vegetarian” toothpaste. The tagline of its
         advertisements, “trusted by generations to make teeth
         stronger”.




   2012-14                                                          Page 23
Colgate total12 have been projected as the “most
      advanced toothpaste” that provide 12 hr germ protection even
      after eating and drinking by building a protective shield around
      the teeth.

          Colgate max fresh positions itself on the basis of
      “freshness”. The tagline “new dimensions brings” home this
      very point.



      Colgate kids toothpaste tries to position itself based on
      emotions which is apparent in its tagline “makes fighting
      cavities fun”




2012-14                                                         Page 24
RECOMMANDATIONS


          Colgate should hire celebrities for the advertisement.

      They should also increase their CSR activities because
      they have very good image in the market.

      Target market should be clearly emphasized in the
      advertisement.

      Colgate should emphasize on digital branding i.e.,
      online purchase.

      Colgate should use colorful paste to create uniqueness.




2012-14                                                       Page 25
BALANCESHEET
                                          Mar ' 12   Mar ' 11   Mar ' 10   Mar ' 09    Mar ' 08

Sources of funds
Owner's fund
Equity share capital                        13.60      13.60      13.60      13.60       13.60
Share application money                          -          -          -          -           -
Preference share capital                         -          -          -          -           -
Reserves & surplus                         421.79     370.45     312.51    202.70      148.61
Loan funds
Secured loans                                    -          -          -          -           -
Unsecured loans                                  -      0.05       4.59       4.69        4.69
Total                                      435.39     384.10     330.70    220.98      166.89
Uses of funds
Fixed assets
Gross block                                522.50     579.83     534.52    425.26      449.59
Less : revaluation reserve                       -          -          -          -           -
Less : accumulated depreciation            268.08     324.79     287.57    251.33      258.19
Net block                                  254.42     255.04     246.95    173.93      191.41
Capital work-in-progress                    69.38      12.26       6.19       4.67        7.59
Investments                                 47.12      38.74      21.00      38.33       72.59
Net current assets
Current assets, loans & advances           758.68     739.21     626.71    577.18      444.85
Less : current liabilities & provisions    694.21     661.15     570.15    573.13      549.54
Total net current assets                    64.47      78.06      56.56       4.06 -104.69
Miscellaneous expenses not written               -          -          -          -           -
Total                                      435.39     384.10     330.70    220.98      166.89
Notes:
Book value of unquoted investments               -     38.74      21.00      33.01       56.39
Market value of quoted investments               -          -          -      5.00       15.60
Contingent liabilities                      68.45      82.06      62.75      46.46       46.67
Number of equity shares outstanding
(Lacs)                                    1359.93    1359.93    1359.93 1359.93 1359.93

2012-14                                                                               Page 26
CONCLUSION


            By the Detailed study on the product and market of
       COLGATE it was able to get a clear picture of the past and
       present of the products and was able to get in to the
       assumptions about the future of the product.

             The Brand “COLGATE” has been sold successfully and
       has created a good demand all the time.

              It is also holding a good place in the toothpaste market
       with a share of around 10% - 15%.

               As like for all other products Colgate is also facing a
       tight competition in the toothpaste Market.

               Since the competition is too strong the company has to
       keep on watching market closely for avoiding any sudden
       collapse for the product.

                Finally, it should note that the company may have to
       face lot of threats in coming years like political threats,
       legislation threats ongoing economic crisis, changing life style
       of the people etc. If the company is able to overcome all the
       threats and can prepare themselves for facing the problems in
       advance it can achieve a good growth for “COLGATE”.




2012-14                                                          Page 27

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marketing project on colgate

  • 1. DEPARTMENT OF BUSINESS MANAGEMENT A PROJECT REPORT ON COLGATE –PALMOLIVE LTD. UNDER THE GUIDANCE OF Prof .Rashmi SUBMITED BY: - Anuradha . Mukku Vinaya. Nadar Kiran . Hemani Rasika. Patil Snehal. Bhari 2012-14 Page 1
  • 2. DECLARATION We, students of Master of business administration studies, hereby declare that we have successfully completed this Project on Marketing management in academic year 2012-2014. The information incorporated in this project is true and original to the best of our knowledge. 2012-14 Page 2
  • 3. ACKNOWLEDGEMENT This project is a result of dedicated effort. It gives us immense pleasure to prepare this project report on “COLGATE –PALMOLIVE LTD”. We would like to thank our project guide, Prof., for consultative help and constructive suggestion on the matter in this project. We would like to thank our parents and our colleagues who have helped us in making this project a successful one. 2012-14 Page 3
  • 4. INDEX S. No. CONTENTS Page No. 1 COMPANY PROFILE 4 2 INTRODUCTION 5-7 3 COMPANY HISTORY 9-12 4 MARKETING MIX 11-16 5 BCG MATRIX 14-18 6 SWOT ANALYSIS 7 STP ANALYSIS 8 BALACESHEET 9 RECOMMANDATIONS 9 CONCLUSION 10 2012-14 Page 4
  • 5. COMPANY PROFILE Company name Colgate Palmolive Ltd. Date of Establishment 1937 Revenue 347.188 (USD in Millions) Market Cap 111160.5286158 (Rs. In millions) Corporate Address Colgate Research Centre, Main Street Hiranandani Gardens Powai ,Mumbai-400076, Maharashtra WWW.colgate.co.in Management Details Chair person - J Skala MD – R D Calmeyer 2012-14 Page 5
  • 6. Directors – Derrick Samuel, J K Setna,Skala, K V Vaidyaanathan, M Elias,PK Ghosh, R A Shah, V S Mehta Business Operation Household &Personal Products Background Colgate-palmolive is Rs 1.300 crore company started in year 1937. In Rs 2,400 crore domestic market it enjoys 50% of markets share. It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets. Financials Total Income – Rs 20606.60 Million (year Ending Mar 2010) Net Profit – Rs 4232.60 Million (year Ending Mar 2010) Company Secretary K V Vaidyanathan 2012-14 Page 6
  • 7. INTRODUCTION Colgate – Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, healthcare and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). Under its “Hills” brand, it is also a manufacturer of veterinary products. The company’s corporate offices are on Park Avenue in New York City, across from the Waldrof Astoria. In India, it operates under the name as Colgate-Palmolive (India) limited and its head office is at Mumbai. 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. 2012-14 Page 7
  • 8. COLGATE PALMOLIVE INDIA:  Headquarter in Mumbai.  Annual Turnover around 1100 crs.  Market leaders in oral care.  Colgate consistently won India no 1 brand of the year award from last three years.  Colgate ranked among best employer in India.  Customer base of more than 8 lacs retailers.  Serviced by company field force, more than 1800 stockiest & super stockiest & their field force.  Colgate is the brand that people trust, for complete oral care protection for themselves and ones they lov 2012-14 Page 8
  • 9. COMPANY HISTORY 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 reorganized 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. 1896 - Colgate introduces toothpaste in a collapsible tube. 1902 - Stylish Colgate advertising 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. 2012-14 Page 9
  • 10. 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 Hawley & Hazel, a leading oral care company, which adds strength in key Asian markets. 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-hour 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 … 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. 2012-14 Page 10
  • 11. MARKETING MIX PROD UCT PROMO MARKETING PRICE TION MIX PLACE 2012-14 Page 11
  • 12. MARKETING MIX CUSTOMER WANTS PRODUCT AND NEEDS PRICE COST TO SATISFY PLACE CONVIENCE TO BUY PROMOTION COMMUNICATION 2012-14 Page 12
  • 13. 1. Product :- The product, the Precision toothbrush, is a product that should add value to a buyer’s life. It should also add utility, and meet the wants and needs of targeted consumers. The product should be unique and different from all similar products that are already available on the market. The strategy is to differentiate the product’s design and packaging, which in return will cause the toothbrush to stand out. VARIOUS TYPES OF COLGATE 2012-14 Page 13
  • 14. 2. Price:- The price of a product says something about the quality. Even though the quality of the Precision toothbrush will be significantly higher than other leading toothbrushes, the price of the toothbrush will be determined by the prices of the other toothbrushes already in the market. This pricing strategy is a result of positioning the toothbrush as a mainstream product rather than a niche product. COLGA 20g 40g 50g 75gm 80g 100g 150g 200g 300g TE ms ms ms s ms ms ms ms ms Dental 5rs ---- 14rs ---- ---- 30rs 45rs 56rs 86rs cream Max fresh --- --- 15rs --- 32rs 35rs 55rs ---- --- Total ---- ---- --- 35rs --- --- 65rs --- --- Sensitive --- --- 35rs --- --- 60rs --- --- --- Kids --- 26rs --- --- --- --- --- --- --- Advance --- --- --- 27rs --- --- 53rs --- --- whitening Active salt ---- --- 14rs ---- ---- 30rs ---- 54rs ---- Cibaca --- --- --- --- --- 18rs --- 28rs --- Herbal --- --- 14rs --- --- 30rs --- 55rs --- Fresh --- ---- ---- ----- --- --- 55rs 60rs --- energy gel 2012-14 Page 14
  • 15. 3. Place:- Place represents the location where a product can be purchased. The most important part of marketing is how a product will get from the seller to the buyer. Many products go through a channel of distribution, which involves manufacturers, wholesalers, retailers, and consumers. The distribution strategy proposed for the Precision toothbrush is through dentists, plastic surgeons, drug stores, grocery stores, large retail stores, and department stores. The product is available in the all India market, including semi-urban & rural markets which are their primary focus. 2012-14 Page 15
  • 16. 4. Promotion :- Product promotion is communication spread through advertising, Publicity and sales promotion. Promotion represents all of the communication that marketers use in the market. We suggest that Colgate-Palmolive advertise their products by using commercial, magazine ads, the radio, ads that are to be placed in dentist offices, billboards, and the sides of buses. Advertising is done to promote new products, remind consumers of existing products, and also promote the image of the company at hand. We also suggested that Colgate offer special coupons and rebates through their other products, and also food products. Also, Colgate could benefit from the usage of in-store displays. Most of the promotional activities would be T.V. media. T.V., FM radio for urban population. Promotion towards rural population also. 2012-14 Page 16
  • 17. BCG MATRIX The BCG matrix or also called BCG model relates to marketing. The BCG model is a well- known portfolio management tool used in product life cycle theory. BCG matrix is often used to prioritize which products within company product mix get more funding and attention. The BCG matrix model is a portfolio planning model developed by Bruce Henderson of the BOSTON CONSULTING GROUP in the early 1970’s. The BCG model is based on classification of products (and implicitly also company business units) into four categories based on combination of market growth and market share relative to the largest competitor. 2012-14 Page 17
  • 18. SWOT ANALYSIS “SWOT is an acronym for the internal strength and weakness of a firm and the environmental opportunities and threats facing the firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumptions that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weakness) and its external situation (opportunities and threats). 2012-14 Page 18
  • 19. INTERNAL FACTORS:- (1) STRENGTH:- Colgate dental cream offers all-round cavity protection, even where a toothbrush cannot reach. Its great mint taste freshens breath. It protects against root caries. It cleans & makes teeth whiter and repairs early decay spots. Extremely popular brand and high brand awareness due to advertising. (2) WEAKNESS:- High dependence of the company on a single category i.e., oral care. Reduction in advertisement expenditure in order to maintain growth. 2012-14 Page 19
  • 20. EXTERNAL FACTORS (3) OPPORTUNITIES:- Leverage on fact that Colgate has been ranked as the most trusted brand in India. Focus on innovations and new product launches by deploying advanced technologies. Growth in emerging markets – rural and semi- urban. (4) THREATS:- High competition from competitive brands like Pepsodent from HUL. Increasing commodity prices for manufacturing. 2012-14 Page 20
  • 21. STP ANALYSIS (1) SEGMENTATION :- Colgate’s market segmentation is very broad because all their products are of need to most people so those people share a similar interest in product needs. Colgate uses a segmentation bases by knowing that certain groups of people need Colgate toothpaste for a specific similar reason like yellow teeth, sensitive teeth or just teeth with cavities. Colgate also uses the family life cycle because they make toothpaste that could be used for grownups and children. Also, toothbrushes are made to attract young children with cartoon characters and different tastes and are less strong so that it wouldn’t damage their gums. 2012-14 Page 21
  • 22. (2) TARGET GROUP:- MAX FRESH :– Colgate targeted youth with the introduction of this toothpaste, as this helps in refreshes breath. ACTIVE SALT :- Elder people are targeted in this segment as it makes teeth stronger and provides protection from cavities. COLGATE TOTAL :- Colgate Total contains the anti- microbial ingredient triclosan, which reduces the number of bacteria that cause gingivitis, cavities and halitosis Basically it’s for kids but Mothers are targeted as they are very concerned about their kids. This toothpaste safeguards teeth for 12 hours. COLGATE SENSITIVE :- People who have sensitive teeth are targeted in this segment who have problem in their gums. KIDS TOOTHPASTE :- Often small children don’t like to brush teeth, so for them this toothpaste was launched. Colgate had focused on taste aspect to encourage kids to brush teeth. COLGATE WHITENNING – A whitening toothpaste that is "Clinically-proven to whiten in 14 days”. Its whitening ingredient is hydrogen peroxide, which gradually bleaches the teethFocus is given on group of customers in this segment those who are already suffering from plaque in their teeth. COLGATE 2in1 :- People who want both strongness and fresh breath are targeted. 2012-14 Page 22
  • 23. (3) POSITIONING:- Colgate dental cream positions itself as toothpaste that has the necessary calcium and minerals to provide decay protection, strong teeth, germ protection and fresher breath. Colgate positioned several toothpaste so that people would like the products more like adding a different style or taste to the toothpaste. Colgate repositions their products because with the way they market and promote their products, consumers know that these products are way better than other brands and competition that is out there. Lately with competition from indigenous “vegetarian” toothpastes, Colgate dental cream has also positioned itself as an “always 100% vegetarian” toothpaste. The tagline of its advertisements, “trusted by generations to make teeth stronger”. 2012-14 Page 23
  • 24. Colgate total12 have been projected as the “most advanced toothpaste” that provide 12 hr germ protection even after eating and drinking by building a protective shield around the teeth. Colgate max fresh positions itself on the basis of “freshness”. The tagline “new dimensions brings” home this very point. Colgate kids toothpaste tries to position itself based on emotions which is apparent in its tagline “makes fighting cavities fun” 2012-14 Page 24
  • 25. RECOMMANDATIONS Colgate should hire celebrities for the advertisement. They should also increase their CSR activities because they have very good image in the market. Target market should be clearly emphasized in the advertisement. Colgate should emphasize on digital branding i.e., online purchase. Colgate should use colorful paste to create uniqueness. 2012-14 Page 25
  • 26. BALANCESHEET Mar ' 12 Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Sources of funds Owner's fund Equity share capital 13.60 13.60 13.60 13.60 13.60 Share application money - - - - - Preference share capital - - - - - Reserves & surplus 421.79 370.45 312.51 202.70 148.61 Loan funds Secured loans - - - - - Unsecured loans - 0.05 4.59 4.69 4.69 Total 435.39 384.10 330.70 220.98 166.89 Uses of funds Fixed assets Gross block 522.50 579.83 534.52 425.26 449.59 Less : revaluation reserve - - - - - Less : accumulated depreciation 268.08 324.79 287.57 251.33 258.19 Net block 254.42 255.04 246.95 173.93 191.41 Capital work-in-progress 69.38 12.26 6.19 4.67 7.59 Investments 47.12 38.74 21.00 38.33 72.59 Net current assets Current assets, loans & advances 758.68 739.21 626.71 577.18 444.85 Less : current liabilities & provisions 694.21 661.15 570.15 573.13 549.54 Total net current assets 64.47 78.06 56.56 4.06 -104.69 Miscellaneous expenses not written - - - - - Total 435.39 384.10 330.70 220.98 166.89 Notes: Book value of unquoted investments - 38.74 21.00 33.01 56.39 Market value of quoted investments - - - 5.00 15.60 Contingent liabilities 68.45 82.06 62.75 46.46 46.67 Number of equity shares outstanding (Lacs) 1359.93 1359.93 1359.93 1359.93 1359.93 2012-14 Page 26
  • 27. CONCLUSION  By the Detailed study on the product and market of COLGATE it was able to get a clear picture of the past and present of the products and was able to get in to the assumptions about the future of the product.  The Brand “COLGATE” has been sold successfully and has created a good demand all the time.  It is also holding a good place in the toothpaste market with a share of around 10% - 15%.  As like for all other products Colgate is also facing a tight competition in the toothpaste Market.  Since the competition is too strong the company has to keep on watching market closely for avoiding any sudden collapse for the product.  Finally, it should note that the company may have to face lot of threats in coming years like political threats, legislation threats ongoing economic crisis, changing life style of the people etc. If the company is able to overcome all the threats and can prepare themselves for facing the problems in advance it can achieve a good growth for “COLGATE”. 2012-14 Page 27