This document contains a SWOT analysis and proposed marketing mix for Colgate Sensitive toothpaste. It begins with an introduction to the FMCG industry and SWOT analysis. A table presents the SWOT analysis for Colgate Sensitive, identifying strengths, weaknesses, opportunities, and threats. The document then proposes a marketing mix strategy for the product and concludes with a brief summary.

1. COVER PAGE
Title : SWOT Analysis and formulation of
Marketing Mix for Colgate sensitive
Subject : MABD
Level / Semester : I / Feb 2010
Programme : MBA-FULL TIME
Subject Tutor : Mr. L. Surendra
Name of Student : Vivekanandan M
Student’s Registration Number : GPBL-B/F10/15
Date of Submission : Apr 05, 2010
Word Count : 1815 words
Word Limit : 2000 words
i

2. Checklist
Student Name Vivekanandan M
Registration Number GPBL-B/F10/15
Date of submission of the Assignment
05/04/2010
Is the cover page in the correct format as indicated in the
“Guidelines to writing Assignments”?
Yes
Have I done a complete spell-check of the Assignment?
Yes
Have I done a complete word count for the Assignment?
Yes
Does the table of contents include numbers?
Yes
Are the pages numbered correctly?
Yes
Are the figures numbered correctly?
NA
Are the tables/charts numbered correctly?
Yes
Are the captions for the tables and charts proper?
Yes
Are the references/bibliography listed in the Assignment?
Yes
Are the references cited correctly in the text?
NA
All references material has been cited from the books & the
Universityof Wales online library. Any other internet source
quoted is with the permission of the module tutor.
NA
Are the references in the text in the proper format as indicated in
the “Guidelines to Writing Assignments”
Yes
Has the soft copy of the Assignment been enclosed?
Yes
Declaration:
All material written in this assignment is my own and I have not used any material, content or
information of others claiming them to be mine. Wherever materials have been used, proper
citation has been done in the text. I am fully aware of the rules and regulations governing
plagiarism. Should at any point of time my work be suspected/investigated and established
to have been plagiarized, I am aware of the consequences. I have read the Student’s
Handbook in detail.
___________________
Signature of the student Date: 05/04/2010
ii

3. TABLE OF CONTENTS PAGE No.
List of Tables 1
List of Figures 1
FMCG Industry Introduction 2
Strength Weakness Opportunities and Threats (SWOT) Analysis
an Introduction
3
SWOT Analysis for Colgate Sensitive 4
Marketing mix analysis 6
Formulation of marketing mix for Colgate Sensitive toothpaste 7
Conclusion 9
Bibliography 10
iii
Global warming is defined as the increase in the average temperature of earth surface. The major

4. LIST OF TABLES PAGE No.
Table 1 - SWOT Analysis for Colgate sensitive 5
Table 2 - Marketing mix for Colgate sensitive toothpaste 8
LIST OF FIGURES PAGE No.
Figure 1 - Marketing planning process 3
Figure 2 - Marketing mix strategy 6
1
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

5. FMCG Industry Introduction
All products that are sold quickly and relatively at lower cost are called as Fast Moving
Consumer Goods (FMCG). Some examples for FMCG products are – food products, sugar,
chocolate, noodles, dairy products, soft drinks, soaps and detergents, cosmetics.
Fast Moving Consumer Goods (FMCG) industry is the fourth largest industry in India with
the market size of over Rs: 65000 Crore. FMCG market is expected to touch Rs: 167000
Crores by 2015. In India, per capita consumption of jams, toothpaste, skin care, hair wash, etc
are low, indicating that - these are untapped market segment.
Leading Indian brands in FMCG sector includes - Indian Tobacco Company (ITC), Nestle
India, Dabur India and Marico Industries. International brands that compete in Indian FMCG
market include – Hindustan Unilever Ltd, Procter & Gamble Hygiene and Health Care and
Colgate Palmolive.
According to the research conducted by AC Nielsen on top 100 FMCG brands, 62 brands are
owned by MNCs and remaining 38 brands are owned by Indian companies. Out of the 62
brands owned by MNCs, Hindustan Unilever Ltd owns 27 brands. Personal care category
consists of 21 brands out of which 11 brands are owned by Hindustan Unilever Ltd. Food
category has 18 major brands and house hold category is dominated by 2 key players –
Godrej and Reckitt Benckiser. Oral care category is dominated by Colgate Palmolive and
Hindustan Unilever Ltd with 49% and 30% market share respectively. Various brands in oral
care category include – Colgate, Close-up, Promise, Babool, Anchor, Pepsodent, Vicco,
Meswaak, Dabur laal.
SWOT analysis for Colgate Sensitive toothpaste is presented in this report, along with the
visible Marketing Mix that is adequate for the product. Colgate Sensitive toothpaste was
launched in India on Feb 2009.
2
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

6. Strength Weakness Opportunities and Threats (SWOT) Analysis an Introduction
SWOT analysis is a planning tool used by marketing managers to organize the information
collected during situation analysis. SWOT analysis encompasses positive and negative
factors related to internal and external environment. SWOT analysis provides direction for
creating marketing plan. SWOT analysis can also uncover competitive advantages that can be
leveraged by the company.
Political, Economic, Social (demographic, cultural and sociological) and Technological
(PEST) analysis is a strategic tool for understanding the market growth or decline. PEST
analysis is a major component of SWOT analysis. Another component in SWOT analysis is
to determine the strength and weakness of the company relative to its competitors and the
company’s capabilities to compete in the future environment. The result of SWOT analysis
can be summarized as set of strategic questions and potential future scenarios. Strategic
questions are generally “what-if” questions.
Figure 1: Marketing Planning Process
Customer Needs
Company Objective
Competitors
S
W
O
T
Political
Economical
Social
Technological
Segmentation &
Targeting
Differentiation &
Positioning
Produc
t
Place
Price Promotion
3
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

7. SWOT Analysis for Colgate Sensitive
The vision for Colgate Palmolive in India is “to be innovative leader with its brands in every
home”.
Political Factor:
Politics has a huge influence on the regulation of business and spending power of consumers.
Following are the political factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. No excise duty for manufacturing plants in the excise-free zones
2. Indian Government focus on “inclusive growth” – to boost the rural economy
3. Tamilnadu government’s “Kalaignar Kapitu Thittam” will increase the life
expectancy of people living below poverty line.
4. Decrease in income tax for individuals, will help individuals spend more money on
FMCG products.
Following are the political factors that can act as threat for the market growth of Colgate
Sensitive:
1. Rising fuel price
2. 2% hike in excise duty
3. Hike in MAT (Minimum Alternative Tax)
4. Rising other input material costs
Economic Factor:
Following are the economic factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. Rising income of rural population
2. Decrease in interest rate
3. GDP growth
4. Demand supply
Following are the economic factors that can act as threat for the market growth of Colgate
Sensitive:
1. Recession
4
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

8. Social Factor:
Following are the social factors that can act as an opportunity for the market growth of
Colgate Sensitive:
1. Increased life expectancy
2. Population suffering from bleeding gums
3. During pregnancy, women suffer from bleeding and sensitive gums
4. Retail stores reaching rural areas
5. Life style changes in rural areas
Following are the social factors that can act as threat for the market growth of Colgate
Sensitive:
1. Eating of junk and unhealthy food by youths might reduce their life span.
Technological Factor:
Following are the technological factors that can act as threat for the market growth of Colgate
Sensitive:
1. Tablets and medicines for sensitive gums
2. Chewing sugarless gums
Positive Factor Negative Factors
InternalFactors
Strength
Strong brand name in oral care
Good distribution network
Unique product – for people having
sensitive gums
Dental care assurance
Dentists/Doctors endorsed
Small size
100% Vegetarian
Available in liquid form
Weakness
Children below 12 years can use only on
doctor’s recommendation
Not a natural product
Costly compared to other toothpastes
ExternalFactors
Opportunities
Untapped rural market
Aging population
Kids with bleeding gums
Patients suffering from bleeding gums
During pregnancy, women suffer from
bleeding and sensitive gums
Threats
Not approved by Indian Dental
Association (IMA)
Target for competition, domestic brand
and international brand
Not available in all grocery stores
Table 1: SWOT Analysis for Colgate Sensitive toothpaste
5
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

9. Marketing mix analysis
Marketing mix consists of set of controllable elements, which the companies can blend to
produce desired response from the target market. While creating the marketing mix for a
product, all the elements and their relationship with other elements should be considered.
Analytic Network Process (ANP) is used for analysis an element and its relationship with
other element.
Formulation of marketing mix involves, analysis of the following controllable elements,
a. Product – Analysis should be performed on variety, quality, features, brand name,
packaging, size, warranties.
b. Price – The price should be correlated with the product position in the market.
Various pricing strategy can be followed to determine the product price.
c. Place – Placement analysis require companies distribution channel.
d. Promotion – Identify the communication objective the company is aiming.
Figure 2: Marketing mix strategy
Product Price
Promotion Place
Target
market
6
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

10. Formulation of marketing mix for Colgate Sensitive toothpaste
a. Product
Colgate sensitive has 3 wide product lines, gel toothpaste, mouth wash and tooth
brush. Colgate sensitive brand was introduced to address the sensitive gum problem.
The product is available in 3 sizes – 50g gel toothpaste, 100g gel toothpaste, 100ml
mouth wash. The product is targeted for adults suffering from sensitive gums. The
benefit of this product is – relief from sensitive gum within 2 weeks.
b. Price
Colgate sensitive is a unique product and does not have competition. The price should
be determined based on the demand. Colgate sensitive is priced high when compared
to the ordinary toothpaste available in the market.
c. Place
Existing distribution network is used for distributing the product. Distribution
network includes – Retail outlets, grocery shops, medical stores, Malls, etc..
Distribution network should be expanded to cover the rural areas.
d. Promotion
Product launch of Colgate sensitive in Indian market and press release for the new
product launch. Free sample distribution of the new product and press release for the
free sample distribution.
Dedicated home page for Colgate sensitive, providing more information on the
product like its features, benefits, availability etc…
Advertisements in print media, Television, internet and in clubs where elderly people
get-together.
Awareness campaign like - direct mailers can be sent to all old aged people regarding
the sensitive gum, email campaigns to adults who take care of elderly parents.
7
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

11. Marketing
Mix
Marketing
Mix Elements
Observations
Product
Variety Gel
Mouth wash
Quality Build a protective shield around the teeth
Fast relief from sudden shocks of pain
Long term sensitivity protection
Fresh breath
Whiter teeth
Design Silica
Sorbitol
Glycerin
Potassium Nitrate
Terasodium Pyrophosphate
Copolmer
SodiumLaurylSulfate
Sodium Carboxymethyl Cellulose
Sodium Saccharin,Xanthan Gum
Features Fast sensitivity
Proven protection against cavities
Fight plagues
Help maintain the natural whiteness of teeth
Freshens breath
Fights pain due to sweet/sour/hot/cold foods by desensitizing
nerves
Helps maintain the natural whiteness of your teeth
Significant inhibitory effect on the formation of supra-gingival
calculus
Has a pleasant taste
You will notice improvement in 2-4 weeks
Brand Name Protection to sensitive gums
Packaging Tube and plastic bottle
Size 50g, 100g, 100ml (mouth wash)
Warranties 24 months
Price
List Price 50g – Rs: 35
100g – Rs: 60
100ml – Rs: 40 (mouth wash)
Promotion
Sales
Promotion
Free samples
http://www.colgatepromotions.co.in/colgate_sensitive/colgate_se
nsitive_sampling.php
Advertisement Website, in medical stores, TV
http://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePag
e.cvsp
http://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-
Sensitive-Toothpaste.cvsp
Sales Force Retail, malls, grocery shops, medical stores
8
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

12. Public
Relation
Direct
Marketing
Press release on new product launch
http://www.colgate.co.in/app/Colgate/IN/Corp/PressRoom/Produ
ct.cvsp?newsArticle=News_040209
PR on free sample distribution
http://www.dealpals.com/get-free-sample-colgate-sensitive-
toothpaste
http://www.offersgalore.net/2009/03/get-free-sample-of-colgate-
sensitive.html
Place
Channel Use existing distribution channel
Coverage Inclusive distribution
Location Urban, sub-urban, rural
Table 2: Marketing mix for Colgate Sensitive toothpaste
Conclusion:
SWOT analysis is done in order to scrutinize and build organizations strength in order to
overcome its weakness, grab the available and upcoming opportunities and cope with the
threats whereas marketing mix is done for the product positioning. Now from SWOT analysis
we can identify the internal capabilities of an organization and as well as the external factors
based on which we can formulate the marketing mix strategy which results in increase in
market share and profitability of the organization. SWOT analysis gives a clear vision for
implementing strategies in a question form like:
 What are the strengths of your product?
 What makes it better than other product?
 Are these strengths sufficiently exploited and defended?
 What are the weaknesses of the product and what makes it inferior than other products
and how to overcome with this?
 If resources are appropriately placed what other external factors are there that can be
embraced?
 What possible external factors is there that could reduce your market share?
So keeping all these things in mind, marketing analyst develops the business strategy which
we term as a marketing mix. So we can say that SWOT analysis is probably the first step in
putting together a marketing plan or business plan for your product or business. It helps to
identify, classify and prioritize the issues clearly so that we can formulate the strategy
accordingly. So what we can view is that to increase profitability and market share there must
be proper marketing mix strategy and for that we must depend on SWOT analysis.
9
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

13. Bibliography
1. Philip Kotler, Marketing Management, 11th
Edition
2. Tony Procter, Strategic Marketing – An Introduction
3. Roger A Kerin, Steven W Hartley, Eric N Berkowitz and William Rudelins,
Marketing – Eigth Edition
4. Vithala R Rao, Joel H Steckel, Analysis for Strategic Marketing
5. http://www.indiaprwire.com/pressrelease/food/2010022744524.pdf (Apr 02, 2010)
6. http://www.ibef.org/download/indianbazaar_jan19.pdf (Apr 02, 2010)
7. http://www.naukrihub.com/india/fmcg/ (Apr 02, 2010)
8. http://www.naukrihub.com/india/fmcg/scope/ (Apr 02, 2010)
9. http://www.expressindia.com/latest-news/FMCG-industry-eyes-15-growth-this-
yr/562232/ (Apr 02, 2010)
10. http://www.expressindia.com/latest-news/FMCG-industry-eyes-15-growth-this-
yr/562232/ (Apr 02, 2010)
11. http://www.ibef.org/download/FMCG_sectoral.pdf (Apr 03, 2010)
12. http://www.creativedecisions.net/~rozann/0Proceedings/Final_Papers/74_Sadic_Mark
etingMixWithANP_REV_FIN.pdf (Apr 04, 2010)
10
Global warming is defined as the increase in the average temperature of earth surface. The major
reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel
to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel
pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for
pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways
and roadways).
Effects of Global Warming:
Increase in earth surface temperature has impact on the following systems and the consequences have
chain reaction impact on its subsequent systems.
 Glaciers
 Weather
 Weather
 Business
Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea
level leads to flooding of land.
Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates
temperature.
Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.
Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.
Delay in monsoon affects agricultural sector.
Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might
experience heat wave.
Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage