INTRODUCTION

The Fast Moving Consumer Goods (FMCG) Industry in India include

segments like cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals,
packaged food products, white goods, house care products, plastic goods, consumer
non durables, etc.

The market is highly concentrated in the urban areas as the rise in the
income of the middle-income group is one of the major factors for the growth of the
Indian FMCG market.

FMCG Sector in India is one of the four largest sectors in Indian economy. The
FMCG (Fast Moving Consumer Goods) companies have faced tough competition
among themselves over the years which is continuously increasing. This is due to the
increase in per capita income among individuals and also various developments in
rural economy.

The FMCG sector has changed its strategies and has opted for a more well-
planned marketing of the products to penetrate both the rural and urban markets.
To execute these tasks, the FMCG companies are hiring more and more people which
has led to an increase in the job prospects in this sector.

Thus, FMCG sector is creating massive employment with good career

prospects. Marketing, retail, sales, services and supply are the key areas which
generates maximum career scopes in FMCG Industry in India.

The FMCG sector in India has grown significantly in the year 2007 and this
gave rise to huge prospects in the sector. The rural and urban sectors fared equally
well in the processed food items in the year 2007.

The rural market separately performed well in the personal care, fabric care,
and hot beverages while the urban market did well in home care, personal care,

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 bakery, dairy products, etc.

A. SECTORIAL INFORMATION - FMCG

Worldwide Contribution OfFMCG

GWP Contribution
1999-2000 2006-2007 2012-2013 2013-2014

21%
34%

20%

25%

 In 2010,India had the market size of US$353billion . As per The base

case scenario, Where the key assumptions are that GDP growth would continue at
the same pace (5-6%) until 2020 there would be no major change in regulations, the
FMCG sector is expected to grow at least 12% annually to become an ~USD99 bn
industry by 2020.
 Sector’s contribution to the World Economy are 34% in 2005-2006,
25% in 2006-2007, 20% in 2012-2013, 21% in 2013-2014.

5
  The recent momentous growth being witnessed in the FMCG sector
presents unusual opportunity for Nigerian flour millers to unleash their growth
potentials, a report by the Financial Derivatives Company, FDC.

CONTRIBUTION OF FMCG TO THE INDIAN GDP

 In 2010,India had the market size of US$353billion.

 It is projected to grow at 11.5% by 2014 with the market size of US$543billion.

 The Fast Moving Consumer Goods, FMCG, sector’s contribution to the country’s GDP now
stands at 24.3 per cent.

6
 FMCG Sector’s contribution to the country’s GDP stood at 2.15% with the market size of
US$25billion(2007-08).

 India is 12th largest consuming country in the world (2010).

MARKET SIZE OF FMCG

 At present the FMCG Industry is worth US$ 13.1 billion and it is the 4th largest in
the IndianEconomy.

 These products have very fast turnaround rate, i.e. the time from production to the
revenue from the sell of the product is very less. In the present economic scenario,
time is regarded as money, so the FMCG companies have to be very fast in
manufacturing and supplying these goods.

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  The Fast Moving Consumer Goods (FMCG) Industry in India include segments like
cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged food
products, white goods, house care products, plastic goods, consumer non durables,
etc. The FMCG market is highly concentrated in the urban areas as the rise in the
income of the middle-income group is one of the major factors for the growth of the
Indian FMCG market.

 The FMCG sector has benefited the most from this young burgeoning population.
The sector grew 10 per cent from 2000 until 2010 with the sector’s contribution to
GDP increasing from 13 per cent to 24.3 per cent over the same period.

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 HISTORICAL GROWTH OF FMCG MARKET

 Fast Moving Consumer Goods (FMCG) Industry in India - Facts The Fast
Moving Consumer Goods (FMCG) Industry in India include segments like
cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged
food products, white goods, house care products, plastic goods, consumer non
durables etc.

 The FMCG market is highly concentrated in the urban areas as the rise in the
income of the middle-income group is one of the major factors for the growth of
the Indian FMCG market.

 With the presence of 12.2% of the world population in the villages of India, the
Indian rural FMCG market is something no one can overlook. Increased focus on
farm sector will boost rural incomes, hence providing better growth prospects
to the FMCG companies .

 FMCG sector is also likely to benefit from growing demand in the market. The
GDP rate of Indian economy is increasing every year. It is expected in future it
would be better only in comparison with other countries.

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  FMCG sector is also likely to benefits from growing demand in the market. Because
of the low per capita consumption for almost all the products in the country

 FMCG companies have immense possibilities for growth. And if the companies are
able to change the mindset of the consumers, i.e., if they are able to take the
consumers to branded products and offer new generation products, they would be
able to generate higher growth in the future.
 At present, urban India accounts for 66% of total FMCG consumption, with rural
India accounting for the remaining 34%.
 Rural India accounts for more than 40% consumption in major FMCG categories
such as personal care, fabric care, and hot beverages.
 In urban area , home and personal care category, including skin care, household care
and feminine hygiene, will keep growing at relatively attractive rates.

FUTURE SCOPE OF FMCG

 The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest
sector in the economy.
 A well-established distribution network, intense competition between the organized
and unorganized segments characterizes the sector, FMCG Sector is expected to

10
 grow by over 60% by 2010.That will translate into an annual growth of 10% over a 5
years period.
 It has been estimated that FMCG sector will rise from around Rs 56,500 crores in
2005 to Rs 92,100 crores in 2010.

 The penetration in the rural areas in India is not high as yet and the opportunity of
growth in these areas is huge by means of enhanced penetration in to the rural
market and conducting awareness programs in these areas.

 The scopes for the growth of the FMCG industry are high as the per capita
consumption of the FMCG products in India is low in comparison to the other
developed countries. The manufacturing of the FMCG goods is concentrated in the
western and southern belt of the country. There are other pockets of FMCG
manufacturing hubs.

 FMCG sector in the Indian rural market is one of the most booming sectors in Indian
economy. The villages of India account for 12.2% of the world's population.

 The farm sector has been one of the significant sectors which boosted the rural
economy resulting in the higher consumption of FMCG products.

 The consumers in both rural and urban sectors can afford high-priced branded
products nowadays with the high disposable income.

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 B. COMPANY DETAILS – COLGATE PALMOLIVE

ABOUT COMPANY

Colgate-Palmolive headquartered in New York City is the biggest seller of

toothpaste (ahead of Procter & Gamble) and a world leader in oral care products
(mouthwash, toothpastes, and toothbrushes). The company also makes personal
care products (baby care, deodorants, shampoos, soaps) and household cleaners
(bleaches laundry products, soaps). Its other well-known brands include Palmolive
dishwashing liquid and tabs, Ajax surface cleaners, and Fab laundry detergent. Its
Hills Pet Nutrition subsidiary makes Science Diet and Prescription Diet brands of pet
food. Colgate operates in more than 70 countries and sells products in more than
200.

 INDUSTRY OVERVIEW

In a society that cares about appearances consumers continually look for

new, innovative oral care products to provide an extra sparkle to their smiles. Oral
care companies are marketing their products to different consumer segments in
order to capture their share in the growing segment market. Today’s consumer
demand numerous benefits from their tooth pastes and manufacturers are
responding accordingly.

The Personal Care and Household Cleaning Products Industry inclues Companies
that make Personal Care and Hygiene Care Products such as cosmetics, perfumes
and toiletries as well as household cleaning products. Some leading companies in
Personal Care and Household care are Procter & Gamble, Unilever, Colgate
Palmolive, Johnson &JohnsonGillette and Reckitt & Benckiser etc.

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 
COMPETETORS

 Procter & Gamble

 GlaxoSmithKline
 Unilever


CORPORATE PROFILE

Company name Colgate Palmolive Ltd.

Date of Establishment 1937

Revenue 347.188 (USD in Millions )

Market Cap 111160.5286158 (Rs. In millions)

Corporate Address Colgate Research Centre,Main Street Hiranadani

Gardens Powai Mumbai-400076, Maharashtra

Website 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 crorecompany

started in year 1937. In Rs 2,400 crore domestic

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 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

Company Secretary Mar 2014). Net Profit – Rs 4232.60 Million ( year

ending Mar 2014)

K V Vaidyanathan
Personal care giant Colgate-Palmolive is generally associated with toothpaste and
soap, but in fact its broad portfolio also includes Pet food, Deodorants, Fabric softeners,
Household cleaners and Detergents. Brands include Ajax, Fab, Mennen and Hill's Science
Diet, alongside the two products that make up the company's name.

Colgate is the world's #1 toothpaste and toothbrush brand; Palmolive soap is the
world's third largest soap brand, now covering a growing range of hair care products as
well as soaps. Colgate-Palmolive is also truly international, deriving more than 70% of its
sales outside the US. Advertising Age/TNS estimated global measured advertising
expenditure in 2003 of $621m, making Colgate the world's #40 advertisers.

Colgate-Palmolive is a leading global consumer products 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, Household Surface Care, Fabric Care and Pet
Nutrition. The Group operates in North America, Latin America, Europe, Asia and Africa.

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  History of Colgate Palmolive
o 1800 - 1850s
The company began in 1806, when William Colgate, an English immigrant, set up a
starch, soap and candle business on Dutch Street in New York City, USA.
William Colgate brought out his partner in 1813; the name was then changed to
William Colgate and Company.
In 1817 the first Colgate advertisement - "Soap, Mould and Dipt Candles" - appeared.
Principal products at that time were Windsor Toilet Soaps and Pearl Starch.
After more than fifty years in the starch, soap and candle business.
William Colgate died in 1857. The company then became known as Colgate &
Company.
o 1860s - 1910s
In 1866, the company introduced perfumed soap and began the manufacture of
perfumes and essencesthe first milled perfumed toilet soap, was registered as a
trademark.
Almost seventy years Colgate & Company produced its first toothpaste, an aromatic
dental cream sold in jars.
In 1896, the company made toothpaste much more convenient to use by introducing
the first collapsible toothpaste tube, one similar to those in use today. By its 100th
anniversary, Colgate & Company was manufacturing dental care products, laundry
soaps, 160 different kinds of toilet soap and 625 varieties of perfume. .

o 1940s - 1960s
In 1949 the Company decided to enter the detergent business with Fab - a new
detergent powder already on sale in the USA. Fab survived for a number of years but
was eventually discontinued having succumbed to the pressure of heavy
competition.
In 1953 the name changed to Colgate-Palmolive Limited.
By 1956 Colgate's share of the US market had reached 23% (from 9% in 1947).
It was in 1965 that one of the most memorable TV advertising campaigns began for

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 Colgate's "Ring of Confidence". A continuous stream of TV commercials in the form
of "before and after" mini stories showed the lasting benefits of using Colgate. Even
today many remember the sound of the effective "ping".
o 1970s-1990s
Colgate was still Britain's top selling toothpaste, first with improved MFP fluoride,
and then the introduction of Blue Minty Gel - the first toothpaste to target 9 -14 year
olds.
Innovation and focus describe the company's activities in the nineties. Perhaps the
most innovative development came in 1993 with the launch of Colgate Total
toothpaste - the most effective toothpaste available. This was just the start of new
toothpaste introductions - Colgate Platinum (1995) for that "fashion model"
whiteness, Colgate Total Fresh Stripe (1995) and Triple Cool Stripe (1996) and
Colgate Sensation Deep Clean (1997).
Palmolive entered the growing market for shower gels with a range of "irresistible"
products all designed to leave the skin smooth to the touch.
1999 saw the launch of Colgate Whitening and Colgate Superstar.
Colgate Fresh Confidence was launched in 2000, and in 2001 Colgate Herbal and
Colgate Total Plus Whitening arrived.

 Colgate-Palmolive Values
Our three fundamental values—Caring, Global Teamwork and Continuous
Improvement—are part of everything we do. They are the foundation for our business
strategy and are reflected in every aspect of our work life.

o Caring

The Company cares about people: Colgate people, customers, 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. The Company
is also committed to protect the global environment and to enhance the communities
where Colgate people live and work.

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 o Global Teamwork

All Colgate people are part of a global team, committed to working together across
countries and throughout the world. Only by sharing ideas, technologies and talents can
the Company achieve and sustain profitable growth.

o Continuous Improvement

Colgate is committed to getting better every day in all it does, as individuals and as
teams. By better understanding consumers' andcustomers' expectations and
continuously working to innovate and improve products, services and processes,
Colgate will "become the best."

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C. COLGATE MARKETING STRATEGY

PRODUCT - TOOTH-PASTE
PRODUCT MIX
 PRODUCT
TOOTHPASTES(ORAL CARE):
 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
PRICE

The amount of money that one has to pay to buy the product is known as price. Price is
the element in marketing mix that produces revenue while the other elements of marketing
mix generate cost only.

They company must set its price in relation to the value delivered and the value
perceived by the customer. Being as a market leader in tooth paste industry Colgate sets its
prices in view the product itself, target customer class and competitors product prices .

 Pricing Strategies

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 Colgate has maintained the custom of launching the new product at low prices so that
every customer can take a trial of the product.

Colgate changes its prices to meet the competition but only at that time when the prices of
competitors decrease because of national change in prices. Every customer has to pay the
same amount to buy the products of Colgate Palmolive. It means the company is following
uniform delivered pricing strategy for all its products.

Before setting price Colgate considers the following:

o Pricing objectives
o Importance of pricing for target customers
o Identifies the demand
o Estimated costs
o Competitors prices

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 Product Packaging/Size Price in Rs.

Colgate Herbal 100gm 40

50gm 40

Colgate Herbal White 100gm 42

50gm 22

Colgate Anti Cavity 150gm 58

100gm 42

75gm 32

50gm 22

Colgate Fresh Gel 160gm 85

90gm 48

Colgate Whitening 100gm 44

50gm 30

Sparkle 2 Good 150gm 32

70gm 18

45gm 12

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  PLACE/DISTRIBUTION
The process of making the product available to customers to right customers at right
places.Colgate is using in direct second level of distribution to make its products available
to final consumers.Distribution channel always keep in touch with the target customer and
competitors as well. They provide all the information the company which contains
problems and competitors actions.

The distributors have their own godowns in which they store the company’s products. It is
the responsibility of the retailer to provide the product to the retailer at his door step.

 PROMOTION
Promotion is necessary to reach consumers with which Colgate interacts. Promotion is
communication used to inform, persuade or remind. Personal selling, advertising, publicity
and public relations are the four key elements of the promotion mix. Colgate is targeting the
whole population of world through advertisement.

Company also introduces different promotion schemes such as discounts and 2 in 1. Colgate
gives high emphasis on direct approach to customers. Its sales team visit citites after cities
where they involve in experiments of tooth whitening. They try to satisfy their customers at
the spot.

Around the world, Colgate people all work together to succeed in:

 Driving Growth
 Funding Growth
 Becoming the Best Place to Work

Our long history of strong performance comes from absolute focus on our core global
businesses, combined with a successful worldwide financial strategy. This financial
strategy is designed to increase gross profit margin and reduce costs in order to fund
growth initiatives and generate greater profitability.

21
 
Toothpaste Industry

International Market

• Gradual increase in penetration and consumption within the oral care category.

• Toothpaste is among the top 10 categories of Fast-Moving Consumer Goods (2013

Brand Footprint Report)

• Toothpaste industry dominated by some major firms such as Colgate-Palmolive,

Unilever, Procter & Gamble and GlaxoSmithKline.

• Colgate occupies the 1st position among the top 5 oral care brands.

STP
o Segmentation
The process of dividing a potential marketinto distinct subsets of consumers
and selecting one or more segments as a target market to be reached with a
distinct marketing mix.
o Segmentation of Colgate
Colgate segments its base on Adult & Kids age group

Colgate
Max Fresh
With breath
strips

Herbal Herbal
Propolis White
Teens
and
Adults

Max Cavity
Gel
Protection

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 Market Segmentation Characteristics:

o Targeting
It is the second stage of the STP process. The process of selecting a
segment to aim for is called targeting. Market targeting refers to picking a
specific group or small set of groups to which a business will service its
offering.
o Target Market Selection
i. Single-segment concentration
ii. Selective specialization
iii. Product specialization
iv. Market specialization
v. Full market coverage.

o Positioning
It is the process to design a company’s features, attributes and
benefits of a product (brand) that make it different from its competetors,
attract the consumers, and occupy a unique spot in the target market.
Due to increase awareness about oral health, competition is very tight
and that is why it is important to increase brand awareness in the mind of
consumers.

23
 
Comparing Colgate to others
• With a continued focus on rejuvenation and innovation, Colgate has managed
to hold private label at bay in thecompetitive markets and has successfully
expanded todifferent products in the oral care market.


Target Market
Colgate considers the whole population of the country as its target market. However for
different sorts of consumers it has developed different flavors and tastes in the tooth paste
sector especially.
Colgate Anti-cavity protection tooth paste is basically designed to remove the cavity on
teeth and for fresh breath.
Colgate Fresh Stripe Gel is for whitening teeth with fresh breath.
Target market for its Herbal white is nature sensitive users.
Users that want whitening of tooth paste through natural ingredients. It not only
whitens your teeth but also gives you a feeling of fresh breath. Children of all ages can use
it. Its Natural Herbs attracts all Nature Lover.

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  PRODUCT LIFE CYCLE

25
Description on PLC Curve
INTRODUCTION:
A period of slow growth, because the product is just introduced in the market, the
profits here are nonexistent due high cost of advertising and other product introduction
strategies.

For Colgate-
 1873 Colgate toothpaste introduced in jars to market.
 1986 Colgate toothpaste sold in tubes called as Colgate ribbon.
 1937 Colgate entered Indian market.
 1949 it touched a new height in India.
 1976 it tried to growth it's sales in India by launching YOUNG INDIA PROGRAM -
"bright smile becomes brighter".

GROWTH:A period of rapid market acceptance and substantial profit

improvement.
For Colgate-
 1990 to 2003 Colgate reaches out to every rural customer and strengthen it's supply
chain.
 Colgate herbal white toothpaste launched.
 2003-2007 Colgate awarded no.1 toothpaste brand for 7 consecutive years.
 Colgate acquired 51% market share during this period.
 launched many initiatives and promotions to further increase it's sale
 as it's initiative it started oral care weak and targeted schools and anganwadis.

MATURITY: A slowdown in sales growth, because the product has achieved

acceptance by most potential buyers. I believe this to be more of a stable stage for the
product, where the graph is almost flat.

For Colgate-
 HUL and P&G emerged as major competitors for Colgate.
 With some other niche player Colgate facing tough competition in toothpaste
market
 They roped SRK as their brand ambassador in 2009
 Oral health month launched in 2010.
 Colgate with IDA worked to develop toothpastes for different needs of customer.
 2011-2013many variants of Colgate toothpaste launched.

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 DECLINE:Here the sales show a downward drift and profits decrease. This is
where the company has to really think of ways to get its product back in business. It
may try hard at advertising, or may be add new features, but basically come with a new
marketing strategy to increase its falling profits.

 S.W.O.T. ANALYSIS– Strategic Planning and Thinking

S.W.O.T.stands for Strengths, Weaknesses, Opportunities and Threats. The SWOT
analysis provides us with an analytical framework for studying a Company’s position and
strategy.

Strengths and Weaknesses are internal factors of a Company. Opportunities and Threats
are external factors. It allows you to analyze the different factors which affect the relative
competitiveness of a Corporation. While SWOT is a useful tool to organize information, it is
based on the subjective assessment of a situation. As such, as SWOT analysis is only as good
as the information to goes into them.

STRENGTHS
 Company’s presence in 200 countries is its biggest strength
 Strong Corporate image of Colgate Palmolive
 Strong Financial Position
 Worldwide research and excessive emphasize on technology.
 Strong social image of the Company
 Well-established and renowned distributors
 Highly enthusiastic sales team
 More concern towards quality improvement
 A blend of scientific research with natural herbs

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WEAKNESSES

 Only emphasize on urban market while suburban and rural areas are neglected to
some extent.
 Colgate promotion budget is very less as compared to its competitors.

OPPORTUNITIES

 People are becoming more and more health conscious. Due to this growing market
there are a lot of opportunities for Colgate to exploit this growing market by
introducing new products.
 Due to shift from artificial components to natural things people are demanding
products that are very natural. This trend is a good opportunity to capture this
segment through efficient marketing practices.
 Focus on innovation and new product launches by deploying advanced technologies

THREATS
 Unilever and Medicame is capturing market increasingly.
 Market competition is also increasing day by day.
 Increasing commodity prices for manufacturing.

 COMPETITOR 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.

28
 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.

i. Are they producing family packs or individual serving sizes of their processed food
product?
ii. How are they getting their products to their customers?
iii. Are their products value prices or are they priced for the high-end market?
iv. Are they focused on convenience, quality or quantity?
v. What type of packaging material are they using?
 Thermoseal
 Sensodyne
 Emoform

 DATA ANALYSIS AND INTERPRITATION

Toothpaste Market

8%
8%
colgate
9% pepsodent
close up
10%
dabur
65%
other

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  BRAND AWARENESS

Percentage
6%

Aware

94% Not aware

Almost all people 94% aware about Colgate 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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D. BUSINESS FINANCE

Debt to Equity Ratio

Debt to Equity Ratio=Total debt/Equity

Items 2015 2014 2013 2012 2011

770.32 599.88 489.59 435.39 384.1
Total Debt

Equity Share 13.6 13.6 13.6 13.6 13.6

Capital

Items 2011 2012 2013 2014 2015

Debt to equity 56.64118 44.10882 35.99926 32.01397 28.24265
ratio

Working Capital

Working Capital-Total current assets-Total current liabilities

Items 2015 2014 2013 2012 2011

Total CL & 931.58 888.87 817.18 694.21 649.91
Provisions
Total Current 576.32 567.42 695.31 614.76 624.15
Assets

Items 2015 2014 2013 2012 2011

Working Capital 355.26 321.45 121.87 79.45 25.76
Direct cost

Items 2015 2014 2013 2012 2011

Raw Materials 1,497.09 1,441.57 1,239.22 1,104.14 911.23

31
Power & Fuel 32.68 22.76 19.58 17.07 14.46
Cost
Employee Cost 258.93 211.78 249.44 215.61 193.22
Total 1,788.70 1,676.11 1,508.24 1,336.82 1,118.91

Profit Margin

Profit Margin=Netprofit/Netsales

Items 2015 2014 2013 2012 2011

822.23 664.01 656.81 578.53 514.57
Reported Net Profit

3,981.9
3,578.81 3,163.81 2,693.23 2,286.12
Net Sales 4

2015 2014 2013 2012 2011

0.2064 0.18553 0.20760 0.21480 0.22508
PROFIT MARGIN RATIO 9 9 1 9 4

32
 Trend
BALANCE
Analysis SHEET

Items 2015 2014 2013 2012 2011

Inventorie 252.23 225.74 185.3 217.68 153.7

s
Sundry 69.64 54.73 81.21 87.27 75.3
Debtors
Total 576.32 567.42 695.31 614.76 624.15
Current
Assets
Total CL & 931.58 888.87 817.18 694.21 649.91
Provisions

Items 2015 2014 2013 2012 2011

Inventories 100 128.6972 121.3038 127.5503 155.3521

Sundry Debtors 100 208.5229 509.2274 704.9391 1064.086
Total Current Assets 100 140.9414 203.9503 234.8743 325.1994
Total CL & Provisions 100 72.83035 68.79092 71.3973 695.0779

TREND ANALYSIS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Items Inventories Sundry Total Current Total CL &
Debtors Assets Provisions

33
E. HUMAN RESOURSE MANAGEMENT
 ORGANIZATIONAL HIERARCHY CHART

34
  EMPLOYEES REVIEW

35
36
37
 
JD’s & JOB RESPONSIBILITY

Colgate-Palmolive Company invites applicants for the role of Brand Manager, Shopper
Marketing. This role is located in our Park Ave, NY office.
The Brand Manager, Shopper Marketing position plays a critical role as the
incumbent is responsible for developing and coordinating centralized activities essential to
the North America Shopper Marketing function, collaborating with Marketing Teams,
Customer Shopper Marketing, Customer Development Teams, Agencies, 3rd Party Partners,
and the Finance department.

 Responsibilities include:

 Develop, coordinate, execute and evaluate scale shopper platforms including

coordination with 3rd party non-competes Agencies, and customer teams.

 Communicate and collaborate with the category/brand teams to ensure effective

planning of shopper activity aligned to marketing priorities, effective budget
allocation, and manage needs and delivery of brand activation creative between
Marketing teams and Customer Shopper Managers. Accountable for effective
alignment.

 Management of Shopper Agency responsibility, including annual scope of work

development with brand teams/General Managers/Retail Shopper Solutions
Director/Procurement, evaluation process, monthly tracking of planned versus
actual hours and spend. Recommends improvements to processes and resourcing
structure.

 Manage and develop ShopperXpress facility, ensuring updated assets for “One-Way”
customer team use are updated, complete and timely. Liaises with marketing and
Agencies. Communicates and resolves issues. Manages Agency hours. Sets and
continuously improves standards for creative input. Drives synergy with e-Comm
Digital Asset Management process and capability.

 Responsible for annual development of Shopper Budgets with Brand

Teams/Customer Shopper Marketing/Finance/General Managers/Retail Shopper
Solutions Director. Works with Brand Teams/Customer Shopper Teams with any
amendments, and communicates impact to plan adjusts. Ensures adequate
completion of LE, and raises issues. Recommends and implements improvements to
processes.

 Involves Canada &Tom’s of Maine in all the above.

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
DESIRED SKILLS AND EXPERIENCE

Background Required:

 Bachelor's degree required, Business major preferred.

 18+ months of marketing experience preferred.
 5+ years of strong commercial experience, ability to think logically, and experience
applying analytic skills in ways that leverage good retail knowledge required. Experience
working directly with retailers an advantage.
 Experience with syndicated data required.
 Ability to work in a team is required.
 Ability to work in an ambiguous environment to achieve results is required.
 Microsoft suite including high level knowledge of Excel, PowerPoint and Word required.
 Ability to travel approximately 10-15% of your time require.

CAREER OPPORTUNITIES: ASSOCIATE MANAGER, INTERNATIONAL ACCOUNTING

Colgate-Palmolive is a leading global consumer products company, tightly focused on

Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over
200 countries and territories around the world under such internationally recognized
brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Tom’s of Maine, Ajax,
Fabuloso, HaciSakir, elemex and Suavitel, as well as Hill’s Science Diet and Hill’s
Prescription Diet.

Colgate-Palmolive is a leading global consumer products company, tightly focused on

Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over
200 countries and territories around the world under such internationally recognized
brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Tom’s of Maine, Ajax,
Fabuloso, and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet.

Under minimal supervision responsibilities include:

 Ensure the Accounting & Reporting of the Division’s results are in compliance with
Generally Accepted Accounting Principles (GAAP) and Colgate Financial Policies
(CFP’s).
 Review Divisional Financial Statements
o Conduct analytical review of Financial Statement trends: Income Statement
(Other Expense/Income, Tax provision, etc.), Balance Sheet (Accounts
Receivable, Inventory, CTA, etc.), Cash Flow Statement, and Key
Financial Ratios.
o Challenge explanations as needed

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 o Use experienced judgment to identify issues /errors

o Resolve all issues in a timely manner

 Prepare Divisional analytical summaries of the Cash Flow Statement.Present
results of review to Senior management and cross functional teams
 Work with the Regional Colgate Business Service Center regarding preparation of
divisional financial statements for Actuals / Budgets / Estimates:
o Collaborate on timing and deliverables,
o Review all work performed,
o Provide guidance on technical accounting and reporting issues,
o Provide overall guidance as necessary / requested.
 Identify and understand implications of currency fluctuations on business results
 Coordinate and Review the accounting of taxes under Europe’s Complex Optima
Structure
 Prepare Reconciliation & Analysis for consolidation of Divisional Retained
Earnings
 Adjust Financial Statements for errors / recurring adjustments as
needed.Understand any requested adjustments and ensure all are appropriate and
in accordance with GAAP
 Help identify and resolve ad hoc issues under the tight quarterly reporting timeline
 On an annual basis, propose and implement efficiencies into the International
Accounting Function
 Perform an annual comprehensive review of Income Taxes Paid by Division
 Lead/Participate in system upgrades and efficiency enhancements
 Assist with external audit requests and SOX Control testing

Integration/ Interaction points include:

 Division Financial Managers/Directors

 Subsidiary Finance Directors
 Colgate Business Service Centers
 Members of Corporate Senior Management

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 Qualifications

 Bachelor’s degree required

 Accounting degree and/or certification (Bachelors or Masters with
accounting concentration and/or CPA/CMA) required
 At least 5-6 years of relevant experience required
 Advanced Excel skills required
 System and data analysis required
 Understanding of US GAAP required
 SAP / BPC working knowledge a plus
 Understanding of Cost Accounting a plus

ORGANISATION CULTURE IN COLGATE PALMOLIVE LTD
Organisational culture is central to individual and organisational
effectiveness . Business leaders and professional managers all over the world are
increasing managers all over the world are in creasingly embodied structurely
realising and not merely disembodied structures concerned with high technology
and fiscal resources , where people only play the role of metering and executing
devices. Consequently the set of core work value shared widely by the
organisations members determine , to a very great extent the success of an
enterprise.
Very Simply stated, organisational culture is a set of unwritten rules that
embodies the do’s, don’ts and shouldn’t, and tells the organisation’s members how
to interact with others and approach tasks in order to fit in and meet the firm’s
expections.
This is an important question for, unless it is possible to gain control over
corporate culture and guide it through planned changes over corporate culture and
guide it through planned changes in the desired direction, the whole subject
becomes an academic exercise and is of very limited practical utility.

TRAINING NEEDS IN THE COLGATE PALMOLIVE LTD

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  The Training and Development effort at Colgate-Palmolive is a direct outcome of
the Individual Development Plan and the Business need. The business critical
and individual specific needs are identified every year and a training needs
inventory is drawn up.
Colgate's leadership position in the global marketplace is directly linked to the
skill of our employees. Practical learning and professional growth are critical to
our continued success. We invest generously in the training and education of
Colgate people.
 Colgate-Palmolive is among the world’s most trusted and recognized brands,
serving hundreds of millions of consumers across over 220 countries. A truly
global company, we have a world of opportunities and experiences to offer.
 Every one of our employees plays an important role in ensuring we deliver the
quality products consumers rely on to care for themselves and the ones they love.
So we recognize that our success is driven by these talented and dedicated
Colgate people around the world. And in turn we are dedicated to the success of
our people, offering an array of resources to help expand their professional and
personal horizons - from stimulating career opportunities and access to world-
class training and leadership development programs, to wellness initiatives and
opportunities to contribute to the communities where we live and work.
 We’re committed to helping our people get where they want to go. Explore the
world of opportunities and experiences Colgate-Palmolive has to offer you.

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F. CONCLUSION
While concluding all the discussion, we would like to tell proudly that Colgate is not
only world leader in oral care in the world but also in Pakistan. Colgate has given variety in
its products and it has introduced so many flavors and formulas in its tooth pastes. Its
brands are world class in quality. Colgate people emphasize on three fundamental values—
Caring, Global Teamwork and Continuous Improvement—are part of everything they do.
These values are the foundation for Colgate business strategy and are reflected in every
aspect of their work life. Colgate brands are very popular in our society. Colgate is focusing
on quality and innovation in oral care sector. Colgate Herbal tooth paste is an innovative
step towards a tooth paste industry and Colgate is pioneer to introduce a product that is a
blend of Natural Herbals and Scientific research. Colgate will continue to improve its
products through innovation and customer satisfaction.

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BIBLOGRAPHY


http://www.colgate.co.in/
 th
Philip Kotler- 13 edition.

www.ibef.org

www.indeed.co.in

https://jobs.colgate.com

http://www.naukri.com/

https://www.viewshub.com

https://jobs.colgate.com

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