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Transcript of Ankur
A PROJECT REPORT
ON
Brand Promotional Activity
Name of the organization
Colgate – Palmolive Ltd.
UNDER THE GUIDANCE OF
Prof. Nilesh kulkarni
Sinhgad Institute of Business Management
Mumbai
SUBMITED BY
Mr. Ankur B. Lad
Roll No: 08
Specialization: Marketing
SINHGAD INSTITUTE OF BUSINESS MANAGEMENT,
PLOT NO. 126, MAHADA COLONY CHANDIVALI, MUMBAI – 400072
1
Declaration
I, Ankur Balubhai Lad student of Master of Management studies, hereby declare that I have successfully completed this Project on Market Research in academic year 2010-2012. The information incorporated in this project is true and original to the best of my knowledge.
2
ACKNOWLEDGEMENT:
I would like to express my gratitude towards ALLIGES MARKET SOURCE for
giving me an opportunity to conduct this research and a special thanks to Miss
Reshmi B, Mr. Manish Mishra and Mr. Mukesh Tripati for their guidance
throughout the activity.
I would also like to thank Prof. Nilesh kulkarni for guiding me throughout my
entire project. My project was completed in a very supportive and interactive
environment and has been great learning experience.
---- ANKUR B LAD
3
INDEX
S. No. CONTENTS Page
No.
1 Executive Summery of project 4
2 Company profile 5-7
3 History of colgate Palmolive 9-12
4 Objective and scope of the project 13
5 Research Methodology 14-18
6 Colgate palmolive global vision,mission. 19
7 About colgate Palmolive product profile 20-22
8 Information on tooth sensitivity 24-25
9 About colgate sensitive pro relief toothpaste &toothbrush 26-29
9 Promotional activity tool 30
10 Competitor’s Analysis 31
8 Market positioning for colgate sensitive pro relief 32-33
9 Data Analysis and Interpretation 34-35
10 Finding and conclusion 36-37
11 Biblography 38
EXECUTIVE SUMMARY :
4
colgate Palmolive is a well reputed company with a large series of its well known
products having different varities in terms of flavor. Colgate is one of the most
prominent products of colgate palmolive .
Here in my project I have going to introduce a colgate sensitive pro relief which is
specially prepared for sensitive teeth.
I have aim is to promotion and giving information about the product and also
showing them demo practically. As colgate company believes that quality is our
product,there for I have designed here product according to specific quality
standards.
But colgate sensitive pro relief by colgate Palmolive is now planning to target
hyper sensitive or sensitive teeth person. It is an gums cooling toothpaste and gives
instant relief and ultra softness toothpaste which is specially manufactured for
sensitive teeth.
The company competitive edge is best quality gums cooling paste with new pro
arginine technology which contains potassium nitrate,arginine. This will
distinguish colgate product from their competitors.
Colgate sensitive pro-relief toothpaste and toothbrush will be a high priced and
high quality pastes and brush whose price corresponding substantially with its
quality.
As I know that colgate is the market leader in oral hygiene. I will expand colgate
market with the time. The company try to increase their net profit more than 23%
of the sales by the end of 2010.
COMPANY PROFILE:
5
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 Hiranadani
Gardens Powai Mumbai-400076, Maharashtra
WWW.colgate.co.in
Management Details Chair person - J Skala
MD – R D Calmeyer
Directors – Derrick Samuel, J K Setna, J Skala,
K V Vaidyaanathan, M A Elias, P K
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
6
Mar 2010)
Net Profit – Rs 4232.60 Million ( year ending
Mar 2010)
Company Secretary K V Vaidyanathan
Colgate Palmolive is one of the leading companies in india in the FMCG industry
segment. Colgate Palmolive is the subsidiary of colgate Palmolive Ltd., New York
which is the parent company.
Colgate Palmolive is a foreign - based public limited company. The company is in
business of consumer products for more than 100 years. In india it is the
numerouno brand.
The principles of governance of the colgate Palmolive :
The Board of directors is experienced, independent, and highly diverse
The board aims on the key commercial priorities and the development of
leadership
Opening the communication between the directors and management
Formulation of policies to guide good governance and integrity of the business
The Board and audit committee supervises the integrity of the financial
statement
It is the responsibility of the colgate Palmolive people to provide good
governance
With the continuous improvements the governance become better
Good governance thrives from continuous improvement.
The board of Directors of the colgate Palmolive :
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Fabian Garcia, Chairman
P. K. Gosh, Deputy Chairman
R. A. Shah, Vice Chairman
M. A Elias, Director
K. V. Vidyanathan, Director
Vikram Singh Mehta, Director
J. K. Setna, Director
The management body of the colgate Palmolive :
Roger D Calmeyer, Managing Director
Moses A. Elias, Executive Vice President & Chief Financial Officer
Prabhaparameswaran, Vice - President – Marketing
K. V. vaidyanathan, Vice President, Legal & Company Secretary
Debashish roy, Vice President, H. R
Shekarbaratwaj, Vice President, Sales
Arun kumar Pande, Vice President, I. T
SuredraManek, Director, Research & Technology center
COMPANY HISTORY:
8
In 1806, William Colgate, himself a soap and candle maker, opened up a starch,
soap and candle factory on Dutch Street in New York City under the name of
"William Colgate & Company". William Colgate in 1833 suffered a severe heart
attack stopping his business from selling.
But after a couple of years of recovery he continued with his business. In the
1840s, the firm began selling individual cakes of soap in uniform weights. In 1857,
William Colgate died and the company was reorganized as "Colgate & Company"
under the management of Samuel Colgate, his son, who did not want to continue
the business but thought it would be the right thing to do.
In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the
firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His
company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in
1896.
In 1896, Colgate hired Martin Ittner and under his direction founded one of the
first applied research labs. By 1908 they initiated mass selling of toothpaste in
tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate
University (formerly Madison University).
In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely
of palm and olive oil, the formula of which was developed by B.J. Johnson in
1898. The soap was popular enough to rename their company after it -
"Palmolive". At the turn of the century Palmolive, which contained both palm and
olive oils, was the world's best-selling soap.
Extensive advertising included The Palmolive Hour, a weekly radio concert
program which began in 1927 and Palmolive Beauty Box Theater which ran from
9
1934 to 1937. A Missouri-based soap manufacturer known as Peet Brothers
merged with Palmolive to become Palmolive-Peet.
In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name.
Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product.
Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. But that didn't stop colgate. In the beginning of television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors.
George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring.
In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products.
In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970.
Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India.
10
In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated with diethylene glycol, and several people in eastern U.S. reported experiencing headaches and pain after using the product.
The tainted products can be identified by the claim to be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in the United States) and the tubes/packaging contain numerous misspellings on their labels.
Colgate-Palmolive claims that they do not import their products from South Africa into the United States or Canada and that DEG is never and was never used in any of their products anywhere in the world. The counterfeit products were found in smaller "mom and pop" stores, dollar stores and discount stores in at least four states.
For the past 33 years the colgate Palmolive company has sponsored a non- profit track meet open to women of all ages. This event is called the colgate women`s Games.
The colgate women`s Games is the nation`s largest amateur track series open to all girs from elementary school through college. Our goal is to provide an athletic competition that helps the participating young girls and women develop a strong sense of personal achievement and self- esteem.
Introduction: 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.
The company focuses on strong global brands in its core businesses – oral care, personal care, home care, and pet nutrition.
Colgate is delivering strong global growth by following a tightly defined strategy to increase market leadership positions for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorant/antiperspirants, dishwashing detergents, households cleaners, fabric conditioners and specialty pet food.
11
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 love.
OBJECTIVE OF THE PROJECT:
To find out consumer response towards colgate sensitive Pro Relief toothpaste
in the area.
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Made an attempt to promote and increase the sales of colgate sensitive pro
relief toothpaste in the area.
To study and analyze the opinion of consumer.
To find out actual potential for colgate sensitive Pro relief toothpaste in
andheri.
Scope of the study:
The scope of the study revealed overall consumer response over colgate sensitive
pro relief toothpaste.That will help to study SWOT ANALYSIS and according to
which necessary changes could be implied.
The study carried out in andheri star bazzar so, its scope is mainly limited to
andheri star bazzar.
It gives information about how many consumer has sensitivity problem.
It gives information about how many consumer using competitor`s products.
It provides suggestions to to company to improve their products sales.
RESEAECH METHODOLOGY:
Research Design Followed:
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Descriptive Research is the research method used because descriptive studies
embrace a large proportion of market research. The purpose is to provide an
accurate snapshot of some aspect of the market environment. Descriptive research
is more rigid than exploratory research and seeks to describe users of a product,
determine the proportion of the population that uses a product, or predict future
demand for a product. As opposed to exploratory research, descriptive research
should define questions, people surveyed, and the method of analysis prior to
beginning data collection. In other words, who, what, where, when, why, and how
aspects of the research should be defined.
Descriptive & diagnostic Market Research:
The focus of descriptive research is to provide an accurate description for
something that is occurring. For example, which group is buying a particular
brand, a product’s market share within a certain industry, how many competitors a
company faces, etc.
This type of research is by far the most popular form of market research. It is used
extensively when the research purpose is to explain, monitor and test hypotheses,
and can also be used to a lesser extent to help make predictions and for discovery.
Marketers routinely conduct basic descriptive research using informal means. For
instance, the head of marketing of Colgate Company may email a retailer to see
14
how the products are selling. But informal descriptive research, while widely
undertaken, often fails to meet the tests of research validity and reliability and,
consequently, the information should not be used as an important component in
marketing decisions.
Rather, to be useful, descriptive research must be conducted in a way that adheres
to a strict set of research requirements to capture relevant results. This often means
that care must be taken to develop a structured research plan. Under most
circumstances this requires researchers have a good grasp of research methods
including knowledge of data analysis.
Data collection technique
The primary and secondary techniques of data collection were used to collect the
data.
a) Primary technique of data collection:Primary data is that type of data which
includes the first hand information which is being collected from the respondent
through observation or direct communication with the respondent in one form or
the other.
Source of Primary data collection:
Observation.
Questionnair
Discussion with some concerned people.
Here the major source used for primary data collection is Questionnaire.
Here in this research the structured questionnaire prepared and mall customers
were asked to fill it individually. A structured questionnaire is type of
15
questionnaire, which includes closed ended questions and is in structured and
printed format.
b) Secondary data collection technique:
Secondary data means the data that are already available i.e. they refer to the
data which have already been collected and analyzed by someone else. Secondary
data has been taken from the company booklets, information manual, website etc.
this has been used to know about the organization, market share of the
organization, sales policy.
SAMPLING DESIGN:
Population:
In statistical usage the term population is applied to any finite or infinite
collection of individuals. Population means the aggregate of element from which a
sample is to be drawn, in the case of this project it covers walk in customers in
Korum Mall at star bazzar for the survey and it is a Non-Probability Sampling.
Sampling Unit:
It means whom to be surveyed. In this project, samples were taken from
different types of customer as children, young, old, etc form Thane city which
randomly selected. Here sampling unit is a General public of toothpaste user.
Sample size :
During the project 3000 numbers of customers were interviewed as a sample size.
Sampling Technique:
16
Random sampling technique has been used to select the sample. A Simple
random sample is a group of subjects chosen from a larger group (population).
Each subject from the population is chosen randomly and entirely by chance, such
that each subject has the same probability of being chosen at any stage during the
sampling process.
Sampling errors:
There were no such issues or error in sampling as everyone was keen to
know about their sensitivity.
Source and method of data collection:
Data includes facts and figures, which are required to be collected from
customers to achiever the objectives of the project which is used to determine the
present position and expectation of customer from this brand.
Closed Questions: Where the only answers are yes/no/don't know. For
example: 'Are you planning a holiday this year?' It is possible to anticipate the
answer and results can be easily summarised.
ANALYSIS AND STATISTICAL TECHNIQUE USED:
Types of data analysis techniques used in the project:
The entire analysis of data was done with the aid of Microsoft Excel spread sheet programming. The diagrammatic representation of the data was done through Microsoft Word.
Limitation of the study:
17
1. Region: The survey was limited for Thane city in star bazzar only.
2. Selective specialization: Only medicated paste of Colgate Sensitive Pro Relief
was covered under project survey.
3. Time constraint:: As this was part of syllabus and time is of only 2 months to
get the feedback from a large city of Thane as due to time constraint large
number of sample size was not possible.
4. Approach: Some walk in people in mall was not entertaining the
Questionnaire, so it is not possible to get perfect perception of interviewee.
COLGATE PALMOLIVE GLOBAL VISION AND MISSION:
GLOBAL VISION
18
Be the innovative leader with our brands every day in every home.
Our Mission
Achieve market dominance in oral care through aggressive volume growth, and establish a significant presence in personal care.
Cogate palmolive value. The company care about its people, consumers, shareholders and business
partners. Colgate is committed to act with compassion, integrity and honesty in all
situations, to listen with respect to others and to value differences. Colgate is committed to getting better every day in all that it does. By better understanding consumers and customers expectations and
continuously working to innovate and improve products, services and processes.
Colgate will become the best.
LINES OF BUSINESS IN INDIA
Oral Care Personal Care Hard Surface Care (Household Care) From the dentist
PRODUCT PROFILE OF COLGATE-PALMOLIVE
LIMITED:
19
(A)Oral care:
1. Toothpastes:
Colgate Dental Cream
Colgate Max Fresh
Colgate Active Salt
Colgate Total 12
Colgate Sensitive
Colgate Kids
Colgate Advanced Whitening
Colgate Herbal
Colgate Cibaca
Colgate Fresh Energy Gel
2. Toothbrushes:
Colgate Massager
Colgate Navigator Plus
Colgate Extra Clean
20
Colgate Extra Clean Gum Care
Colgate Sensitive Toothbrush
Colgate 360 Toothbrush
Colgate Zig Zag
3. Toothpowder
Colgate Super Rakshak
4. Whitening Products
Colgate Advanced Whitening
5. Mouthwash
Colgate Plax
(B)PERSONAL CARE:
1. Body wash
Palmolive Aroma Body wash Relaxing
Palmolive Thermal Spa Body wash Firming
Palmolive Aroma Body wash Vitality
Palmolive Thermal Spa Body wash Massage
Palmolive Naturals Moisturizing Body wash Milk & Almond
Palmolive Naturals Moisturizing Body wash Milk & Honey
2. Liquid Hand wash
Palmolive Naturals Milk and Honey Hand Wash
Palmolive Aroma Liquid Hand Wash Relaxing
Palmolive Naturals Liquid Hand Wash Family Health
21
3. Hair Care
Palmolive Halo Shampoo
4. Skin Care
Palmolive Charmis Cream
5. Shave Preps
Shave Cream
(C) HOME CARE
AXION- dish washing paste
(D) PROFESSIONAL ORAL CARE:
1. Gingivitis Treatment
Colgate PerioGard
2. Sensitivity Treatment
Colgate Sensitive
Colgate Gel Kam
3. Mouth Ulcer Treatment
Oragard-B
4. Specialty Cleaning
Specialty Cleaning
INFORMATION ON TOOTH SENSITIVITY:
What is tooth sensitivity?
Tooth sensitivity is a common name for dentin hypersensitivity or root sensitivity.
22
If hot, cold, sweet or very acidic foods and drinks, or breathing in cold air, makes
your teeth or a tooth sensitive or painful then you have sensitive teeth.
Is Tooth Sensitivity Common?
Tooth sensitivity is very common and it has been estimated that approximately half
the population experiences tooth sensitivity. Tooth sensitivity can come and go
over time.
Why does Tooth Sensitivity (Dentin Hypersensitivity) Happen?
Tooth sensitivity is usually caused by dentin on root areas exposed due to receded
gums or periodontal disease. Receded gums are very common and up to four fifths
of people have gum recession by the time they are 30 & above.
When the root of a tooth becomes exposed it does not have a layer of enamel like
the crowns of your teeth. Instead the roots have a very soft covering called
cementum, which once lost leaves the dentin of the root exposed.
Overzealous brushing or using very abrasive toothpaste can also cause abrasion of
the tooth’s enamel surface and expose dentin. A very acidic diet – for example a
diet with a lot of citrus food, pickles or soda pop — can cause tooth erosion and
dissolve the tooth surface, exposing the dentin.
Bulimia and GERD can also result in dental erosion and sensitivity due to acid in
the mouth.
23
It is important to tell your dentist or hygienist if you have any sensitive teeth, so that he or she can examine your mouth, see if the problem is tooth sensitivity (dentin hypersensitivity) and help you choose the best treatment.
When teeth are sensitive it can be painful to brush them and if you brush poorly because of pain then there is more risk of tooth decay and gum disease.
Pain after hot, cold, sweet or acidic food and drinks can also be a sign of decay with a cavity or hole in the tooth, or a sign of a broken tooth, and if this is the case your dentist will treat you with a filling or other treatment.
What makes exposed dentin painful?Dentin contains thousands of tiny channels that are only visible with a microscope. These channels run from the surface, through the dentin to the nerve center of the tooth — the pulp. The channels contain fluid and after eating or drinking hot or cold foods, the fluid in these tiny channels moves and irritates the nerves in the tooth, causing pain.
24
ABOUT COLGATE SENSITIVE PRO-RELIEF TOOTHPASTE AND TOOTHBRUSH:
Colgate Sensitive Pro Relief toothpaste
Colgate Sensitive Pro Relief toothpaste works by plugging the channels to block
the tooth sensitivity.works immediately to block tubules for instant and lasting
relief.can be apply easily and quickly. With regular use, it build a long – lasting
protective barrier that acts like a seal against sensitivity.
Colgate Sensitive Pro-Relief toothpaste is clinically proven to provide instant
relief from tooth sensitivity in just one direct application. This scientifically
advanced toothpaste uses the break-through Pro-Argin™ technology.
The Pro-Argin™ technology contains arginine, an amino acid naturally found in
saliva, and calcium carbonate. Our extensive research has demonstrated that
arginine in the unique formulation provides superior perceivable protective oral
health benefits.
It is mint flavour toothpaste.you will notice improvement in one day.
25
Price of Colgate Sensitive pro relif Products:
Sr.No. Product Amount Price(MRP)
Rs.
1 Colgate sensitive pro relief
toothpaste
40gm 70
2 Colgate sensitive pro
relief toothpaste
80gm 120
3 Colgate sensitive pro relief
toothbrush
1 68
Table : Price of Colgate Sensitive pro relief Products
Why should you use colgate sensitive Pro Relief toothpaste?
Colgate sensitive pro relief provides you with:
Fast relief from the pain of sensitive teeth Proven protection from sensitivity with regular use Its effect remain for three day after one brushing It also acid proof It is not medicated there for we can use this toothpaste regularl
Why should you use colgate sensitive Pro Relief toothbrush?
Colgate sensitive pro relief toothbrush has ultra- soft bristles help make hypersensitive teeth & gums feel as if they have been treated with real care.
Its flexible neck helps minimize pressure on gums & the rubber thumb grip ensures better control.
26
Practical Activity:
Activity done in month of May- June 2011 of Colgate Sensitive Pro-relief campaign
To make gold standards in the oral-care segment, Bates 141 has put forth the
‘chill tests’.
Tooth sensitivity as an issue is still in its nascent stage in India
and so are the products catering to such patients. Thus putting an end to this
problem, Colgate-Palmolive recently launched ‘Colgate Sensitive Pro-Relief’
toothpaste in the oral-care segment.
And what better way, to spread a word about the new offing, then to take real life-
cases, suffering from it. Thus stressing on the same fact, Bates 141 conceptualized
the idea behind the campaign.
The agency auditioned around 100 odd people under a supervision of a
professional dentist and conducted “Chill Tests” on them, to ensure that the cases
they were short listing for the commercial only suffered from the issue of
‘sensitivity’ and not any other problems like root canal, tooth decay.
Thus after the first round of screening, finally the creative agency zeroed in a total
of 25-30 people, invited at a pre-decided location, whose ‘Chill tests’ are
replicated in the commercial in real life.
The shooting for the commercial took place over a period of five days wherein the
English version was shot for 2 days, Hindi Version for 2 days and the final day
being kept as a reserve for back up shots.
27
Speaking about the campaign, Mukul Deoras, Managing Director, Colgate-
Palmolive (India) Limited, says, “Tooth sensitivity is an oral condition that affects
up to 57 per cent of consumers worldwide.
Our new campaign for Colgate Sensitive Pro-Relief toothpaste captures the
reaction of real sufferers to our new revolutionary toothpaste. This is the first time
that we have engaged with real consumers in India to communicate the oral care
concern of tooth sensitivity as well as to introduce a new product to the wider
audience.
We are thrilled with the way the TVC has panned out and believe that the message
of the efficacy of the product will get communicated across in an effective way.”
The TVC has been launched in a long format i.e of 60 seconds duration, but
eventually would be rolled out in smaller formats also. Though the idea of proving
the product efficacy through ‘live’ product test with real consumer is quite alluring,
but at the same time capturing the dramatization of the pain factor of a consumer
has been a challenging task.
we have strict instruction from Colgate started a conversation with getting good
morning after that word I am from Colgate that word should come in 2 month
working experience know that word really works.
because well known and trusted brand after that we were asking consumers to
first apply our product and then gulp down a glass of cold water to test the
sensitivity aspect. But it was interesting to see that how relieved they were after
they discovered the product actually working on them.
28
Promotional activity tools:
Tools used for promotion, kiosks were placed at strategic locations. It contained 3 parts.
1. Water Chiller
2. SKU (Stock Keeping Unit)
3. LCD
The Chiller is used to provide chilled water for the CHILL TEST so as to identify and retest the sensitivity problem.
SKU is placed to keep the stock of product available for display so that the customer can touch and feel the product.
LCD would constantly play Audio- visual demonstrating sensitivity and solution using CSPR for greater impact.
Ethics corner moment of truth
Moment of truth can either make or break the image of an organization. At the
time customer brand awareness programme in different mall as promoter we are
not sure that colgate sensitive pro relief really works, because no other toothpaste
claim that it give instant relief to a sensitivity problem, but when one or two
customer got a relief within minute that is moment of truth for us and customer
There is a 360 degree campaign planned to support the launch campaign spanning
across multiple channels like print, online, PR, activations, radio, mobile and retail.
As part of activation programmes ‘Chill tests’ will also be conducted across the
country for consumers to experience the new innovation first hand in retails shops
like Big Bazaar and Star Bazaar.
The agency is also adopting the sampling route along with the in-programme
innovation placement on popular TV shows. It has even launched an online
website-colgatesensitive.co.in wherein a consumer can visit the site and share there
experiences.
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COMPETITOR’S ANALYSIS:
One of the best sources of information is to investigate competing businesses.
These businesses can provide a wealth of information that can be used in
evaluating the potential for your business.
By evaluating how a company markets its business, it is possible to determine the
markets it is targeting.
For example, if competing businesses are advertising in Southern Living, they are
targeting affluent, middle age females. However, if they are advertising in the
sports section of a metropolitan newspaper, they are most likely targeting males.
In addition to collecting information on the markets they are targeting, a
competitor analysis can reveal packaging preferences, target market information,
pricing strategies, distribution channels and marketing strategies. Simply evaluate
the products and services your competitor is providing.
Are they producing family packs or individual serving sizes of their processed food
product?
How are they getting their products to their customers?
Are their products value prices or are they priced for the high-end market?
Are they focused on convenience, quality or quantity?
What type of packaging material are they using?
Thermoseal
Sensodyne
Emoform
30
Price of available competitors in market
Theromoseal 100gm
50gm
Rs 54
Rs 28
Strontium chloridehexhydrate
Sensodyne 100 gm
50 gm
Rs 65
Rs 42
Potassium nitrate
Emoform
100 gm
150 gm
50 gm
Rs 50
Rs 63
Rs 30
Potassium nitrate
Thermokind-F100 gm
50 gm
Rs 43
Rs 24
Potassium nitrate 5%w/w, Sodium
monoflourophosphate 0.7% w/w, triclosan
0.3% w/w
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Market positioning for colgate sensitive Pro Relief toothpaste:
Market positioning involves the way a product is defind by customers on important
attributes. It is the place the product occupies in consumer`s minds relative to
competing products. The core strategy is the matching of company strengths and
market opportunities and has two components:
Identification of group of customers to whom the company can clearly show it
has differential advantage.
The firm needs to position its offering in the customer`s mind.
My first priority is to maintain the good image of colgate brand in the mind of
colgate customers by introducing a new product of an equivalent quality. I have to
position colgate product in market in a way that can attract more loyal customers.
Actual product :
Brand name: company brand name is colgate sensitive pro relief that is in line with
colgate Palmolive.
Quality: They are determined in providing the brand, assuring quality and
affordability to the major sector of the andheri star bazzar. The quality is the factor
that cannot be compromised in any condition as the leading brand of colgate
assures the best quality paste to its customers.
Design and style: The design and style of colgate sensitive pro relief are set to be
quite appealing and catchy for sensitive teeth customers through unique design and
style.
32
Features: The toothpaste is manufactured as an arginine,calcium carbonate,an
amino acid naturally found in saliva with cooling gums and enclosed in an
attractive tube.
Packaging: The packaging is made very attractive as the product is specifically
designed.
Augmented Product:
It includes the classification of their product, website address and helpline number
or U.AN number for assistance and after sales services. Web site address of colgate
Palmolive is www.colgate.com.pk and the helpline number is 5698000, 5685867.
After sales services include the responsibility of replacing the damaged or expired
piece from the customer. If I consider the categorization of colgate product then it
falls in the category of staples in convenience products.
Branding: A brand is a name, term, sign, symbol, design or a combination of these,
intended to identify the goods or services of one seller or group of sellers and to
differentiate them from the competitors. Branding has become so strong that hardly
anything goes unbranded.
Brand name: The name of the brand is colgate sensitive pro relief proposed by
colgate Palmolive.
Brand sponsorship: colgate sensitive pro relief is a manufacturer`s brand (national
brand) because colgate is distributing its product with its own brand name as
created and owned by colgate Palmolive itself and can be available at medical
stores.
Packaging and labeling: paste is enclosed in a very attractive tube. Labeling
includes the brand name, benefits, ingredients, address of the firm and expiry date.
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DATA ANALYSIS AND INTERPRITATION
65%10%
9%
8%
8%
Toothpaste Market
colgatepepsodentclose updaburother
Interpretation:
From this data we interpret that in andheri city there are 65% users of colgate.and they are loyal to this toothpaste.the others who are using pepsodent,close up, Dabur because there family are using from long time, they don’t want try other toothpaste.
SENSITIVITY ANALYSIS :
contacts chill test sensitivity relief sale sample0
500
1000
1500
2000
2500
3000
Series1
From this we interpret that in andheri city 30% people has sensitivity problem.
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Awareness of Colgate Sensitive pro relif brand:
Q. Are you aware of Colgate Sensitive pro relif brand?
Table: Awareness of Colgate Sensitive Brand to Chemist.
Aware Not aware0
20
40
60
80
100
94%
6%
Brand Awareness
Percentage
Awareness of Colgate Sensitive Pro Relief Brand
Interpretation:
Almost all people 94% in Andheri city are aware about Colgate Sensitive Pro
Relief brand means it is easy to deal with them for the detailing and to convince
them. Also from this analysis it is interpreted that brand awareness is already done
the only this remains is the product penetration. The 6% population which is not
aware this brand as they stick to their own one product as we can say loyal
customer.
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Response No. Of Responses Percentage
Aware 2820 94
Not aware 180 6
Total 2239
FINDING AND CONCLUSION:
FINDING:
Users of Toothpaste or Toothpowder
Toothpaste users 95% Toothpowder users 5%
Colgate users 75.5%
Pepsodent users 12.05%
Others toothpaste users 10%
Reason for use toothpaste:
1. Brand loyalty 75%
2. Quality 25%
3. Freshness in mouth 22.5%
4. Dentist advice 20.5%
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Varity flavour users:
1. Salt 20%
2. Neem 17.5%
3. Plain 30.5%( strong teeth)
4. Gel 45% (maxfersh)
Varity Color users:
1. Red 30%
2. Blue 60%
3. White 22.5%
Identify product by brand name 57.5%
Celebrity Advertising of product 17.5%
No changes toothpaste in future 12.5%
CONCLUSION:
Tooth sensitivity is a widespread problem across India, but more importantly, the
state of awareness about this problem is very low. A May 2011 survey shows that
there are many customer have sensitivity problem.they even not know about the
sensitive toothpaste which give them relief.
It is concluded that, It can be clearly stated that brand promotional activities like
the showing them demo of how it relief instantaly are effective in order to establish
good relation with the customers and find new customers. This helps in increasing
the market share of the product and helps achieve the targets.
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BIBLOGRAPHY
http://www.google.co.in/
http://www.colgate.co.in/
Philip Kotler- 13th edition.
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