The document is a proposal from Blues and Cooper Consultancy to Colgate Palmolive to conduct market research on toothpaste pump dispensers. The research aims to understand awareness and usage of toothpaste in pump dispensers in India. The proposal outlines objectives to examine current usage and awareness, identify target audiences, and determine promotional strategies. It describes a methodology involving secondary data analysis and a primary survey of 200 households in major cities. The budget is Rs. 5,00,000 with scheduled payments and a timeline of 11 weeks.

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Research to understand the awareness and
usage of toothpaste in pump dispenser
A Research Proposal
MARCH 2013
Prepared for : Colgate Palmolive Ltd.
Prepared by : Students of D.Y.PATIL (Blues and Cooper Consultancy)
Yatin patil Core F MBACORE 013122
Manisha Gunde Core G MBACORE 013159
Renoj john Core H MBACORE013172

2. Blues and cooper consultancy ltd.
201/ station plaza , near bandra railway station, bandra (west), Mumbai – 40083
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Phone . 2223334441 email: blues@bluesandcooper.net
23rd march
2013
Ref No. B&C/20/2012
To,
Mr Prakash Bhansali,
Colgate palmolive,
Andheri (East), Mumbai – 400072
Respected sir,
This has reference to the discussion we had with you on 22nd march, 2012 regarding the study
to understand the awareness and usage of toothpaste dispenser
As required by you, we are happy to submit herewith the methodology by which we would be
conducting the study is being enclosed herewith. If you need any clarifications please
Trust you will find the method of study most suitable to your requirement and will be able to
arrive at the most desired results.
Thanking You
Yours truly,
Blues and Cooper Consultancy Ltd.

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Introduction
The document responds to your invitation to submit a proposal for a comprehensive
study to understand the awareness and usage of tooth paste in pump dispenser.
We are indeed grateful to you Dr. Prakash bhanushali for the briefing provided by him
and we are keen to work on this prestigious assignment and there by contribute to the
development in Oral health care sector.
We hope this proposal demonstrates that the B&C have the required skills and
sensitivity to the key issues and thus exceed your expectations.
The proposal is structured as follows :
Section 2 Background
Section 3 Objectives of study
Section 4 Our approach and scope
Section 5 Survey process
Section 6 Work plan
Section 7 Reporting
Section 8 Study team
Section 9 Fees
Section 10 Why Blues and Cooper?
Background
a) Blues and cooper is India based consultancy undertakes several domestic research
exclusively
b) Blues and cooper have business interest in the FMCG industries with the leading
presence in the several products and services.

4. c) Colgate is an oral hygiene product brand having strong presence and market leader
in Indian tooth paste market. the operation of Colgate palmolive ltd. Is organized
under 3 divisions :
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1. Oral care
2. Personal care
3. Home care
d) As a part of its future plan Colgate has plan to develop its tooth paste packaging in
a form of pump dispenser.
e) Colgate has identified that there is a potential to attract domestic and international
market through exports which are as follows :
Top India market (on the basis of city
wise segmentation)
international export countries
Maharashtra Canada
Hyderabad Shrilanka
Gujrat Pakistan
Punjab Nepal
tamilnadu
Research for success has been approached and meeting took place. This meeting
involved a discussion of a written brief prepared by Colgate Palmolive Ltd.
Subsequently telephone conversation clarified outstanding issues and the following
proposal has been prepared.
Here market study is envisages in two stages covering domestic market and
international market export.
This proposal covers only stage 1 of the assignment to understand awareness and
usage of tooth paste through pump dispenser.

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Objectives
The overall objective is to ‘understand the awareness and usage of toothpaste in pump
dispenser’. This has been broken in to the following sub-objectives:
1. To examine the usage of toothpaste in pump dispenser
2. To understand awareness for the product in the market
3. To determine promotional platforms that can be used to launch toothpaste
pump dispenser.
We have detailed further areas beneath each objective:
1. To examine the usage of toothpaste in pump dispenser
This objective would seek to examine overall usage of tooth paste in pump
dispenser. It will establish how many house hold prefer pump dispenser instead
of tubes. It will attempt to identify the target audience for the new product
development.
2. To understand awareness for the product in the market
This objective would seek the new product concept awareness in the market,
and it will help to identify attitude of customers towards new product concept.
This will indicate the likings of customer towards pump dispenser concept in
toothpaste. It will also lead to have segmentation and target audience.
3. To determine promotional platforms
This objective is far more exploratory and will discover what appeals to the
most promising segments for the brand. The proposed research will have three
stages. First stage will be to inspect existing sources to uncover usage figures
and any useful information. The second stage will involve qualitative research
to provide in depth information about toothpaste users, attitudes towards
toothpaste possibility for the usage of pump dispenser. This will help to design
the questionnaire to be used in the third stage.

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Our Approach towards Scope of Study
Colgate is Indian based oral health care brand looking for technological advancement
in its health care product brand with new idea to use pump dispenser instead of tubes.
To understand the awareness and usage of toothpaste in pump dispenser, to study the
scope for research and to test the market we suggest to conduct survey within Indian
boundaries.
This research will be conducted on certain scales:
 Research will be conducted on exploratory basis to understand the behaviour
and to have a detail study about the new concept development and awareness in
the market.
 This research process will cover the whole India to study behaviour of the
Indian customer regarding use of pump dispenser for toothpaste
 To acquire the knowledge of consumption of toothpaste this research will look
for medium and high income group as target segment.
Literature review
The toothpaste segment in india is largely
a two player industry Colgate &
Hindustan Unileaver (HUL) which
together account for 76% for the entire
market share.
The raising per capita consumption leading to high
penetration levels in india. As far as tooth paste
industry following growth is register during 2009-
2012

7. Secondary markets Primary markets
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The scope of study can further be analysing as follows:
Analysis
As seen from above the study would concentrate both on the secondary data and the
primary data.
The secondary data will give detailed information on the following :
a) Macroeconomic data relating to the growth rates and projection population etc.
b) oral health statistics
 number of toothpaste users
 number of oral care dispensary
 Customers, users, government authorities,
distributers and dealers
 Atleast 2 major cities in each state of
India.
 Industry journals
 Company annual report
 Secondary survey report
 Trade statistics.
 Market segments which offers large opportunity
 User profiles, buyers behaviour and satisfaction level
 Level / intensity of competition
 Structure of existing distribution network
 Existing price structure, commercial terms and financing patterns
Findings
 Detail market profile for each state, covering market size, structure operations,
competitions and likely future scenario.

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Survey Process
To understand the awareness and usage of toothpaste in pump dispenser we suggest
having a clear idea about customers who deals with brand Colgate. Here in order to
have a survey we will suggest primary as well as secondary survey design.
In order to have a detail study for the acceptance and behaviour for new product
development concept there is a need to conduct exploratory research.
We follows the following survey chart for systematic approach :
Understanding
the issues
In order to establish objectives of result there is a need to acquire information needed
for the research work which are as follows :
 Market size of toothpaste users
 Customer classification
 Demographic information
 Target segmentation
 Product and copy testing
 Export potential
 Customer preference and loyalty
Designing the
questionnaire
Data
Acquisition
Data
Analysis
Presentation of
findings
conclusion and
recommendation

9. In order to achieve the specified object we need to define certain questions and get the
answers. Following are the questions which we need to carry for research work :
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 Toothpaste of which households are aware
 The quantity they like to buy
 Which group of people are mostly likely to make use of this high quality pump
dispenser?
 What is the scope for pump dispenser packing?
 Whether they would be prepared to pay more for Colgate toothpaste pump
dispenser pack?
Sample Size
We have made decision to carry out 200 interviews in households of different size.
This will give a spread of responses and the opportunity to identify interesting
differences. It will be with ‘the person mainly responsible for the household shopping’
We have set interlocking quotas as follows:
Household size male female Total sample
1 25 25 50
2 25 25 50
3 25 25 50
4+ 25 25 50
Total 100 100 200
Where possible, questions will be pre-coded, but for costing purposes, we have
assumed five open-ended questions and a maximum duration of ten minutes. In the
case of the open-ended questions, code frames will be prepared, based on the response
of the first 10 per cent.

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Reporting
Following the qualitative section of the research, an interim presentation-report will be
submitted. This will be followed by a meeting with Colgate Palmolive to discuss the
next stage of research. An outline PowerPoint presentation will be created. Once this
has been approved, there will be a formal presentation of all finding, along with
conclusion drawn. Three copies of a report summarising the findings of all phases of
the research will then be submitted. Three sets of tabulation will also be provided. It is
not our normal practise to provide transcripts of the interview, but these can be
provided an extra cost, available on request.
Work Plan
The table below indicates our suggested timeframe for the project. This meets the
deadlines set out in the brief. As shows in the scheduling table below the research
work is most likely to finish in 11 weeks. When the project is under way we will send
you weekly progress report in the form of email at 12 noon every Friday. This allows
us to summarise the week’s work and give us the opportunity of the weekend to put in
to place any modification you might suggest.
Activity Responsibility
No. of weeks
0 1 2 3 4 5 6 7 8 9 10 11
Project initiation B&C + Colgate *
Secondary Research B&C + Colgate **
Primary survey design and
questionnaire development
B&C ***
Primary survey B&C ****
Analysis B&C *****
Report writing B&C **

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Study Team
The study team would be comprises of various consultants of B&C and its associates.
The team members and background are given below:
Role Educational
Qualification
Experience Responsibility
Project Director
B.Pharm, MBA
PHD.
25 Years of
industrial
experience in one
of the leading
FMCG company as
marketing director
Overall direction
and control over the
study research
Project Coordinator BE, MBA PHD
15 Years of
industrial
experience in one
of the leading
consumer goods
organization plus
has been with B&C
for the last 5 years.
Market study
Project leader BE, MBA PHD
10 Years of
industrial
experience in one
of the leading
consumer goods
organization plus
has been with B&C
for the last 5 years.
Market study

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Fees and Expenses
a) Our fees and expenses for stage one of the study would be Rs. 5,00,000/- (Rs.
Five lakhs only). The above expense do not include travel to any other area
other than the decided areas in india.
b) The schedule of payment would be as follows :
I. Advance along with letter of order 30%
II. At the end of 3 weeks 30%
III. At the end of 6 weeks 30%
IV. On submission of report 10%
Why B&C ?
1) B&C is one of the leading professional service organizations in India. Through our
members firm we deploy 40,000 people all over the world providing consultancy
services in accounting, auditing, and management services.
2) Blues and cooper is India based consultancy undertakes several domestic research
exclusively
3) Since 2001 B&C made a revolutionary development in the field and suddenly
provoke scope for the business development and management services.
Appendix A : Relevant Experience
B&C carried out a large number of FMCG and retail related survey. Some of these are
 Customer preference between two types of product
 Satisfaction level of customers
 Customer profiling
 Consumer attitude
 Product differences study etc.

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Appendix B : Standard Terms and Conditions
 Any contract made between the client and Blues and Cooper Ltd. Consisting of
the written proposals. The clients written acceptances and the terms and
condition of business shall be deemed to have been made to the exclusion of all
the other terms (both verbal and written) unless specifically stated.
 Fees will be charged on the basis of set out in the written proposal or
engagement. Any statutory levies levied by the statutory body will be charged
extra.
 During the course of assignment or engagement and for a period of six months
after its termination, B&C agrees no to make offers of employment or to
engages any employee or agent of the client connected with the assignment on
the engagement without the clients prior consent.
 Client also agrees not to make any offer to employee of B&C or the agent of
B&C involved in the assignment without the prior consent.