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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

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Blues and cooper consultancy ltd.

201/ station plaza , near bandra railway station, bandra (west), Mumbai – 40083 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.

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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 :

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

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The scope of study can further be analysing as follows:

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

Secondary markets Primary markets

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

Analysis

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 :

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

Understanding

the issues

Designing the

questionnaire

Data

Acquisition

Data

Analysis

Presentation of

findings

conclusion and

recommendation

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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 :

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:

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.

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

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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.