MAJOR PROJECT REPORT

ON
CUSTOMER SATISFACTION OF COLGATE

Submitted in partial fulfillment of requirement of Bachelor of Business

Administration (B.B.A)

Submitted To
Guru Gobind Singh Indraprastha University
In partial fulfillment of the requirement for the award of degree of Bachelor of
Business Administration
BATCH 2014-2017

Submitted to: Submitted by:

Ms. Anju Poonia Divyank Verma
(Faculty Guide) ROLL NO:-10450601714

NEW DELHI INSTITUTE OF MANAGEMENT

Tughlakabad Institutional Area 61, New Delhi – 110062

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 ACKNOWLEDGEMENT

A lot of effort has gone into this training report. My thanks are due to many people with whom I
have been closely associated.

I would like all those who have contributed in completing this project. First of all, I would like
to express my sincere thanks to

Ms. Anju Poonia for her helpful hand in the completion of my project.

I would like to thank my entire beloved family & friends for providing me monetary as well as
non–monetary support, as and when required, without which this project would not have
completed on time. Their trust and patience is now coming out in form of this study.

Divyank Verma
ROLL NO:- 10450601714

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 CERTIFICATE

This is to certified that the minor project titled “Customer Satisfaction of Colgate”, has been
submitted by Divyank Verma to New Delhi Institute of Management in Partial fulfillment of
requirement for the award of the BBA degree. This report is an origin piece of work carried out
under my guidance and may be submitted for evaluation.
The assistance rendered during the study has been duly acknowledged.
No part of this has ever been submitted for any other degree

Place: NEW DELHI Faculty Guide:-

Date: Ms. Anju Poonia

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 TABLE OF CONTENTS
CHAPTERS CONTENTS PAGE NO.

CHAPTER 1. INTRODUCTION 5
1.1 Brief Overview Of The Study 6
1.2 Objectives and Scope Of The Study 7
1.3 Nature Of the Job Assigned 7
1.4 Limitations Of the Study 8

CHAPTER 2. RESEARCH METHODOLODY 9

2.1 Universe 10
2.2 Sample size and Sampling Techniques 10
2.3 Data Collection Method 10
2.4 Data Collection Tool 10
2.5 Data representation Tool 10

CHAPTER 3. INDUSTRY OVERVIEW 11

3.1 Past And Present Trends 12
3.2 Major Players and their respective Market Shares 13

CHAPTER 4 COMPANY PROFILE 14

4.1 History 18
4.2 Vision, Mission and objectives of the company 21
4.3 Organizational structure / management hierarchy 23
4.4 Products and services offered 24

CHAPTER 5 Data Analysis & Interpretations 31

CHAPTER 6 FINDINGS ABOUT THE COMPANY AMD 32

6.1 ANALYSIS 34
6.2 Major findings 37
Findings based on questionnaire responses
CHAPTER 7 CONCLUSION AND RECOMMENDATIONS 45
7.1 Conclusion 46
7.2 Suggestions 47

BIBLOGRAPHY 48

ANNEXURE 51

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INTRODUCTION

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MEANING:
Market share is a key indicator of market competitiveness—that is, how well a firm is doing agai
nst its competitors. "This metric, supplemented by changes in sales revenue, helps managers eva
luate both primary and selective demand in their market. That is, it enables them to judge not onl
y total market growth or decline but Market share is the percentage of a market (defined in terms
of either units or revenue) accounted for by a specific entity." In a survey of nearly 200 senior
marketing managers, 67 percent responded that they found the "dollar market share" metric very
useful, while 61% found "unit market share" very useful.
Increasing market share is one of the most important objectives of business. The main advantage
of using market share as a measure of business performance is that it is less dependent upon ma
cro environmental also trends in customers’ selections among competitors. Generally, sales gro
wth resulting from primary demand (total market growth) is less costly and more profitable than
that achieved by capturing share from competitors. Conversely, losses in market share can signal
serious long-term problems that require strategic adjustments. Firms with market shares below a
certain level may not be viable. Similarly, within a firm’s product line, market share trends for i
ndividual products are considered early indicators of future opportunities or problems."

DEFINITION: A percentage of total sales volume in a market captured by a brand, product, or

company.
BRIEF OF THE STUDY
This project is concerned with the “Customer satisfaction Of Colgate in New Delhi.”

Colgate-Palmolive Company is an American multinational consumer products company focuse

d on the production, distribution and provision of household, health care and personal products,
such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). Un
der its "Hill's" brand, it is also a manufacturer of veterinary products. The company's corporate o
ffices are on Park Avenue in Midtown Manhattan, New York City.

Today, Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly
listed in only two, the United States and India. Colgate Palmolive India ltd. is a 51% subsidiary
of Colgate Palmolive Company, USA. It is the market leader in the Indian Colgate market, with
a 51% market share in the toothpaste segment, 48% market share in the toothpowder market an
d a 30% share in the toothbrush market. The company also has a presence in the premium toilet
soap segment and in saving products, which are sold under the Palmolive brand. Other well-kno
wn consumer brand includes Charmisskin cream and Axion dish wash.

The company strategy’s to focus on growing volumes by improving penetration through aggress
ive campaigning and consumer promotions. The company plans to launch new product in oral an
d personal care segment and is prepared to continue spending on advertising and marketing to ga
in market share. Margin gains are
being targeted through efficient supply chain management and bringing down cost of operation.

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 OBJECTIVE

 To know the market share of Colgate.

 To study its customer satisfaction.

 To find out which age group of people will prefer the Colgate.

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 LIMITATIONS

1.The study of project is concentrated in New Delhi and sample size selected is very
small, so data is not so appropriate.
2. While analyzing the Quantitative data, human error may occur.
3. During survey in New Delhi we found respondents were very few but whatever the
information they given about Colgate was of practical and figure.

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 CHAPTER-2
RESEARCH
METHODOLOGY

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UNIVERSE
The universe for the study comprises of all the customers availing various
products of Colgate.
SAMPLE SIZE AND SAMPLING TECHNIQUE
The number of items selected from the universe to represent the universe is called
size of the sample. It was not feasible to cover all the customers who use the
products of Colgate. For the study a total of 125 respondents were approached out
of which 100 filled in the questionnaire correctly and completely. Therefore
sample size for current study comprises 100 respondents. The sampling technique
used for the study is convenience sampling, wherein the population elements are
selected for inclusion in the sample based on the ease of access.
DATA COLLECTION METHOD
For the study, both primary and secondary data were collected. For primary data, a
questionnaire was developed and administered to the respondents who have used
the products of Colgate. For secondary data, existing literature in form of journal,
magazines, papers, company, literature, book, web sources were consulted.
DATA COLLECTION TOOL
To collect first hand/ primary data, a structured, closed-ended and multiple-choice
questionnaire was prepared and was administered to the sample of respondents
selected for the study. The question asked to the respondents were related to their
demographic profile, their usage of Colgates, frequency of usage, their overall
experience and satisfaction with Colgate products in Delhi.
DATA PRESNTATION TOOLS
The data has been presented by way of pie chart and graphs. These have been have
been specifically used to present the data collected from respondents through
questionnaire

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 CHAPTER – 3
INDUSTRY OVERVIEW

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Industry and Market Analysis of the Colgate company
It all began in 1806, when soap was commonly made at home; William Colgate had the genius
idea to start selling individual portions of starch, soap and candles. This business was born on
Dutch Street, in New York City, from where he delivered his merchandise to all customers, an
innovative approach at the time. By 1817, the first Colgate advertisement appeared in a New
York newspaper, and several years later, they expanded and established a factory in New Jersey,
an indication of their growing success. This company was passed down from son to son, each
and every one of them striving for integrity and quality in every aspect of the business. Concepts
such as "Colgate people" were a way of managing, not just a team, but a family. This concept
was first introduced by the founder and is still used today. Throughout the years, Colgate was an
innovator, always developing new products. They were able to forecast market trends before the
competition and develop strong brand equity through mergers, acquisitions, and joint ventures.
The first merger was with Palmolive Company, a soap company as well. Together, they created
the first scented soaps, perfumes, and essences. In 1872, Colgate introduced toothpaste in
malleable tube similar to the one we know today. Superior merits gave this convenient and
simple brand the prestige to successfully tap into several different markets. In 1900, they won an
honorable award for their premium soaps and perfumes at the World's Fair, which was
conducted in Paris. In 1906, the 100th anniversary pronounced the success of over 800 brands,
multiplying considerably in the years to follow.

The years to come involve Colgate starting to think globally, by doing so through a subsidiary in
Canada, quickly followed by operations in Europe, Asia, Latin America, and Africa. The
development of new brands begins going rapidly, and what seems to be like one influential
brand after the other is constantly bombarding the market. Many cleaning products are
established such as Ajax and Supine, which was first popular in France and is now sold in 54
countries around the world. The Palmolive dishwashing liquid was introduced in 1966 and can
now be found on rack of your local grocery store. Irish Spring, Caprice hair care, and Porte, are
brands that you are also probably aware of, proving to still be successful to this day, and can be
found in over 70 countries. In 1976, they even acquired a leader in dog food named Hill's, which
shows to what extent they were confidently conquering the world horizontally with this wide
variety of products. In 1983, one of today's extremely popular products, the Colgate Plus
toothbrush, is launched. So many are sold annually that "if you lined them up end to end, they
would circle the globe 16 times." (Colgate Website) Soon after a joint venture is made with
leading Colgate companies in Hong Kong. Acquisitions are made buying Murphy Oil Soap,
Mennen  Kolyma’s Colgate, popular in Latin America, prevalent in Europe, and they most

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recently bought Toms of Maine, a US based natural toothpaste. By 1989 the annual sales were
surpassing 5 billion dollars, and by 1997, Colgate Total toothpaste is recognized as the market
leader. With sales today surpassing the 15$ billion benchmark, Colgate continues to be a strong
player in today's Colgate market.

Moreover, the company also conducts triple bottom line practices, reaching for success while
targeting benefits for people, profits, and the environment. They have a You Can Make A
Difference Program, which distinguishes the Colgate people for their grand efforts. Furthermore,
they established Colgate's HIV/AIDS initiatives in South Africa. As for performance and profit,
they have been ranked in Business Week and Governance Metrics International Inc. as having
the top Colgates. Concerning sustainable practices and respect for the environment, they
contributed in a 40% decrease in water use, a 22% reduction in C02 emissions, and was the first
of its industry to use recycled material in Europe.

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 CHAPTER-4

COMPANYPROFILE

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INTRODUCTION OF COLGATE-PALMOLIVE
(INDIA) LIMITED
Colgate-Palmolive is Rs1,300 crore company started in year 1937.In Rs2,400 crore domestic ma
rket it enjoys 50% of market share. It spread across 4.5 million retails outlets out of which 1.5
million are direct outlets.
The Company is having four wholly owned subsidiaries namely Colgate-Palmolive (Nepal),
Multimint Leasing & Finance and Jigs Investments and Passion Trading & Investment Company
.In November 2007, it acquired a 75% equity interest in Advanced Colgates, Professional Colgat
es and SS Oral Hygiene Products, the company is the fastest growing and one of the oldes
t company catering to the personal care products. The company is regularly coming up with
new products and has been a consistent financial performer.
In July 2009, the Bombay High Court sanctioned the amalgamation of both subsidiaries of the
company - Advanced Colgates, Goa and Professional Colgates, Goa.
In March 2010, Colgate Palmolive (India) has acquired the remaining 25% of stake in CC
Health Care Products from the local shareholders at an aggregate price of Rs 69.07 lakh. Colgat
already has 75% stake in CC Health, which is engaged in the manufacture of toothpowder at
Hyderabad.

PRODUCT PROFILE
Colgate tooth powder is a 16 year old brand that offers various Colgate solutions to specifi
c need based solutions. Colgate tooth powder was launched in 1993 in India and since then
the brand has raised the benchmark on Colgate solutions in India. Colgate tooth powder ha
s a range of its flavours that could take care of specific Colgate needs. Colgate tooth powde
r fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healt
hy gums. Colgate tooth powder as an Colgate expert offers solution to specific problems li
ke bleeding gums and sensitive teeth.

Old time radio has helped many products become popular. Although many listeners
complained about the commercials, they did buy the products the announcer was selling
on the air. One of these products was Colgate tooth Powder. It was a leading brand of
dentifrice during the years of radio’s golden age, and it sponsored several popular radio
programs – but had it not been for radio, it might have been discontinued.

During the late 1920’s, sales of Colgate tooth Powder were floundering badly. It was seriou
s enough that the people of the Colgate tooth Powder Company were considering removing
it from the open market. Luckily, the company gave their beleaguered product another cha

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nce. The Colgate tooth powder company gave Colgate tooth powder the sponsorship of a s
erial program that was to make its network debut on Monday, August 19, 1929 over the sta
tions of NBC’s blue Network. The serial program in question was AMOS’n ANDY.

The program quickly became successful. It was the program that the United States took
time out every Monday – Saturday evening from 7:00 – 7:15 PM to tune in (Monday – Frid
ay in later years). In order to maintain business during this time, restaurants had radio
installed so the people could enjoy listening to AMOS’n ANDY while eating their meals,
Movie theaters delayed the start time of the movies they were presenting until after the
program concluded.

Amos’s ANDY was definitely a program, has made an impact on American people.

PRODUCT LINE

Colgate

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 Personal Care

Hard Surface Care

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 HISTORY
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". 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. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. I
n 1873, the firm introduced its first toothpaste, aromatic toothpaste sold in jars. His company sol
d the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. By 1908 they initiated m
ass selling of toothpaste in tubes.
1806
William Colgate starts a starch, soap and candle business on Dutch Street in New York City.
1817
First Colgate advertisement appears in a New York newspaper.
1820
Colgate establishes a starch factory in Jersey City, New Jersey.
1857
Upon the death of founder William Colgate, the company is reorganized as Colgate & Company
under the management of Samuel Colgate, his son.
1866
Colgate introduces perfumed soap and perfumes/essences.
1873
Colgate introduces toothpaste in jars.
1879
Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the Mennen Company.
1880
Colgate introduces toothpaste in a collapsible tube.
1900
Colgate wins top honors for its fine soaps and perfumes at the World’s Fair in Paris.
1902
Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits.
1906
Colgate & Company celebrates its 100th anniversary. Product line includes over 800 different pr
oducts.

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1908
Colgate is incorporated by the five sons of Samuel Colgate. Ribbon opening added to Colgate tu
be: “We couldn't improve the product so we improved the tube.”
1911
Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and provides hy
gienists to demonstrate tooth brushing.
1912
William Mennen introduces the first American shaving cream tube.
1914
Colgate establishes its first international subsidiary in Canada.
1920
Colgate begins establishing operations in Europe, Asia, Latin America and Africa.
1928
Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company.
1930
On March 13, Colgate is first listed on the New York Stock Exchange.
1939
Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from kidney
Disease. This breakthrough leads to the first hill's Prescription Diet product.
1947
Ajax cleanser is launched, establishing a powerful now-global brand equity for cleaning product.
1953
Colgate-Palmolive Company becomes company's official name.
1956
Colgate opens research center in Piscataway NJ.Fabric conditioner is launched in France as Sou
pline. Today, fabric conditioners are sold in over 54 countries around the world.
1966
Palmolive dishwashing liquid is introduced and today it is sold in over 35 countries.
1968
Colgate adds MFP Fluoride, clinically proven to reduce cavities.
1970
Irish Spring launches in Germany as Irische Frühling and in Europe as Nordic Spring. In 1972, I
rish Spring is introduced in North America.
1972
Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals.

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1975
Caprice hair care launches in Mexico. Today, hair care products are sold in over 70 countries, wi
th variants to suit every type of hair need.
1976
Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet nutrition
and veterinary recommendations.
1983
Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are sold ann
ually worldwide. If you lined them up end to end, they would circle the globe 16 times.
1985
Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56 cou
ntries. Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley & Hazel, a l
eading Colgate company, which adds strength in key Asian markets.
1986
The Chairman's You Can Make a Difference Program is launched, recognizing innovation and e
xecutioner excellence by Colgate people.
1987
Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation. Today, Colga
te is the global leader in liquid hand soap.

1989
Annual Company sales surpass the $5 billion mark.
1991
Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, its product portf
olio has expanded to include all-purpose cleaners, sprays and wipes.
1992
Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52 countries.
Colgate Total toothpaste introduced.
1995
Colgate enters Central Europe and Russia, expanding into fast-growing markets. Colgate acquire
s Kolynos Colgate business in Latin America and launches market-leading Sorriso toothpaste. 1
996
Bright Smiles, Bright Futures oral health education program expands to 50 countries, and today
reaches over 50 million children annually.

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1997
Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market leader. Only
Colgate Total, with its 12-hour protection, fights a complete range of oral health problems.
2004
Colgate acquires the GABA Colgate business in Europe, with its strength in the important Europ
ean pharmacy channel and its ties with the dental community.
2006
Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, a leader in tha
t market in the United States.

Today …
Today, with sales surpassing $15 billion, Colgate focuses on four core businesses: Colgate, Pers
onal Care, Home Care and Pet Nutrition. Colgate now sells its products in over 200 countries an
d territories worldwide

OBJECTIVES OF THE COMPANY

Colgate's long history of steady growth and strong performance comes from a strategy of tight f
ocus on global brands in four core businesses: Colgate, Personal Care, Home Care and Pet Nutri
tion. Among the Company's goals for 2010 are to: Remain the undisputed global market leader i
n Colgate. Become the undisputed global market leader in Specialty Pet Nutrition Become a stro
nger global No. 2 competitor in Skin Cleansing, leading in liquids and successful in other large
Personal Care categories Become a stronger regional leader in selected Home Care categories C
olgate becoming ever more streamlined and sustainable as we progress toward a truly global sup
ply chain, providing us with greater flexibility and increased cost efficiencies. Since 2004, Colga
te has reduced the number of manufacturing plants worldwide by over 25%, which includes five
new state-of-the-art facilities. These new factories are environmentally friendly, making more ef
ficient use of energy, water, materials and land.

By developing the full potential of all Colgate people and demonstrating our commitment to our
stakeholders’ health and wellness.

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By growing consistently and responsibly, continuously meeting or exceeding our financial goals
and focusing on product sustainability.

By maintaining our commitment to our environmental targets and expanding our focus on water
quality and availability.

Performance
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Global 8.66 8.80 9.00 9.08 9.29 9.90 10.5 11.3 12.2 13.7
Sales 1 1 4 4 4 3 84 97 38 90

The Market Size & the Major Players Are:-

Category Major Players Market share (In billions)
SKIN CARE HLL 13
Personal Wash HLL 46
Hair care MARICO 28
Colgate COLGATE 23

OVERVIEW OF PERSONAL CARE

MARKET

50%

40%

30%
Series1
20%

10%

0%
1 2 3 4

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The Colgate Market Can be Segmented Into
 Toothpaste - 60%
 Toothpowder - 23%
 Toothbrushes - 17%

This Segment is characterized by high entry barriers, a few major players, high advertisement s
pending, and frequent product variant launches. The major players in this segment are:
 Colgate-Palmolive
 Hindustan Lever Ltd.

ORGANIZATIONAL STRUCTURE

Date of Establishment 1937

Revenue 347.188 ( USSD in Millions)
Market Cap 111160.5286158 (Rs. in Millions)
Corporate Address
Colgate Research center,
Main Street, Hiranandani Gardens, Powai Mumbai-400076, Maharastra
www.Colgate.co.in
Management Details
Chairperson- J. Skala
MD- R. D. Calmeyer
CEO: Ian M. Cook
Directors - Derrick Samuel, J K Setna, J Skala, K V Vaidyanathan, M A Elias, P K Ghosh, R A
Shah, R D Calmeyer, V S Mehta
No. of Employees 38,100
Common Issue Type CS
Countries/territories of sales 200+
Countries with operation 80
Business Operation Background
Household & Personal Products Colgate-Palmolive is Rs 1,300 crore. Company started in year 1
937. In Rs 2,400 crore domestic market it enjoys 50% of market share. It spread across 4.5 milli
on retails outlets out of which 1.5 million are direct outlets. The Company is having four wholly
owned subsidiaries namely Colgate-Palmolive.

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Financials
Total Income - Rs. 18025.707 Million (year ending Mar 2009) Net Profit - Rs. 2902.194 Million
(year ending Mar 2009).
Business Description
The Company manufactures and markets a number of products in the U.S. and around the world
in two distinct business segments: Oral, Personal and Home Care; and Pet Nutrition.
Colgate Palmolive (I) is one of the leading companies in India in the FMCG industry segment. C
olgate Palmolive (I) is the subsidiary of Colgate Palmolive Ltd., New York which is the parent c
ompany. Colgate Palmolive is a foreign-based public limited company. The company is in the b
usiness of consumer products for more than 100 years. In India it is the numerous brands.
PRODUCT AND SERVICE OFFERED
COLGATE
 Toothpastes
 Tooth brushes
 Kids products
 Whitening product
 Over the counter
PERSONAL
Men’s & women’s Antiperspirant and Deodorant
 Bar soap
 Body wash
 Liquid hand wash
 Toiletries for men

HOME CARE
 Dishwashing
 Fabric
Conditioner
 Household
Cleaners
 Institutional products
PET NUTRITION
 Science Diet
 Prescription Diet

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Toothbrush:-
 Colgate 360
 Colgate Navigator Plus
 Colgate Sensitive
 Colgate Extra-Clean Gum Care
 Colgate Massager
 Colgate Kids 2+
 Colgate Zigzag
Colgate Dental Cream:-
 Colgate Total 12
 Colgate Sensitive
 Colgate Max Fresh
 Colgate Kids Toothpaste
 Colgate Fresh Energy Gel
 Colgate Herbal
 Colgate Advanced Whitening
 Colgate Cibaca Family Protection

MARKETING STRATEGIES
Colgate delights consumers around the world with an array of Colgate, Personal Care, Home Ca
re and Pet Nutrition products. Behind the success of Colgate’s brands are carefully developed bu
siness and marketing strategies.
Known for having a long history of strong relationships with its retail trade partners. Small store
s around the world are just as important to Colgate as large ones. Based on consumer and shoppe
r insights, the Company works closely with local merchandisers and shop owners to offer a relev
ant assortment of products and merchandising services to achieve high visibility in each store.

25
Colgate is sharply focused on aligning its strategies and goals with those of its trade partners in
order to achieve mutual success. Colgate people understand that the way they do business is just
as important as the results they achieve.
Colgate has developed global commercial selling principles that apply to their relationships with
all customers, regardless of their size or location. These principles provide specific guidelines o
n how to achieve business goals, while maintaining Colgate’s commitment to its values and to u
pholding the highest ethical standards in its business dealings.
Innovation is a cornerstone of Colgate’s strategy to drive profitable growth. While innovation in
new product development is key, equally important is innovation throughout all of the Company
’s business functions and processes.
New product development for products expected to be launched within three years takes place at
nine consumer innovation centers strategically located around the world. These centers create n
ew product concepts and ideas based on specific insights into consumer wants, needs and behavi
ors. For projects extending three to five years into the future, work is focused in three category-
specific long-term innovation centers: Colgate, Pet Nutrition and Personal Care. Supplementing
these efforts, Colgate scientists conduct early research to establish a scientific foundation for ne
w product ideas generated, and develop robust formulations that deliver new benefits to consum
ers.
In marketing, Colgate is breaking ground in connecting with consumers in non-traditional ways,
particularly by leveraging the Internet and mobile phones. One successful program is capitalizin
g on the popular use of the term “Colgate Smile” for any great smile. Colgate encourages a pers
onal, emotional connection with our brand by inviting consumers to share their “Colgate Smiles
” via photographs, stories and videos posted on www.ColgateSmile.com and numerous social ne
tworking sites, such as MySpace and Facebook. To best reach today’s consumers, Colgate uses i
ntegrated marketing communications that include a mix of traditional and new media, as well as
creative promotional activities. For example, as part of its very successful “ FEEDING IS BELI
EVING” Maketing campaign.

About the product

Colgate Sensitive Toothpaste
Colgate Sensitive toothpaste is medicated toothpaste. This toothpaste is effective against Sensiti
ve teeth.

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Wouldn't you love sensitivity toothpaste that not only relieves the immediate pain, but goes be
yond sensitivity relief to provide proven protection, fresh breath and whiter teeth? Colgate
Sensitive, sensitivity toothpaste that gives you more: fast relief, proven protection, fresh breath a
nd whiter teeth. Always read the label.
What Is Sensitivity?
Many adults suffer from sensitive teeth. Cold, heat and high sugar concentrations
can alter the fluid dynamics in microscopic tooth tubules, which in turn stimulate the nerve deep
inside the tooth causing pain and discomfort.

How Can Colgate Sensitive Help?

Colgate Sensitive's Potassium Citrate formula soothes the nerve ends and with
regular use builds a protective shield, providing both immediate relief from sudden shocks of
pain and long term sensitivity protection with regular use.
 Fight pain to sweet/sour/hot/cold foods by desensitizing nerves.
 Helps maintain the natural whiteness of your teeth.
 Significance inhibitory effect on the formation of supra-gingival calculus.
 Has a pleasant taste.

INTRODUCING COLGATE SENSITIVE TOOTHPASTE

It gives you fast relief from sensitivity pain, lasting protection with regular use, proven
protection against cavities and plaque, fresh breath and gently restores the natural whiteness of
your teeth. Its advanced formula contains potassium citrate that provides fast soothing relief.
Colgate Sensitive is available in 50ml and 75ml tubes and 100ml pumps.
Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. With
unbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks to its
clinically proven bacteria fighting system.
Colgate Sensitive Toothpaste 100g sensitivity relief and fluoride protection, as well as a great
taste and fresh breath, for patients suffering from dental hypersensitivity. Colgate sensitive is a t
oothpaste containing potassium nitrate, which has a direct desensitizing effect on the pulp nerve
fibers of the tooth. Potassium nitrate is clinically proven to actively relieve tooth sensitivity. Col
gate sensitive also contains fluoride to provide everyday care. Fluoride is proven to protect again
st cavities, and with regular brushing, it helps fight plaque. Its foaming ingredients ensure effecti
ve cleaning.

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Active Ingredients:
 Potassium Nitrate
 Copolymer/ Pyrophosphate
 Sodium Monoflurophosphate.
Dosage:
Adults and children 12 years of age and older: apply approximately a 2.5cm strip of the product
onto a soft toothbrush. Brush thoroughly for at least one minute twice a day (morning and eveni
ng) or as recommended by a dental professional. Make sure to brush all sensitive areas of the tee
th.
Warnings:
Do not swallow. Children under 12 years of age: use only on the advice of a dentist or doctor. If
sensitivity persists, see your dentist.
COMPETITORS OF THE COMPANY
As the company is in the market, the company has to face the competition from many other com
panies. Colgate is also not an exception for that and company has following direct competitors
DIRECT COMPETITORS:

Emoform
Sensitive teeth, inflamed and slightly bleeding gums The active ingredient potassium nitrate is th
e only substance classified by the FDA as a safe and effective tooth desensitizer. With regular br
ushing of the teeth, the patient experiences a marked alleviation of pain after 1-2 weeks and an i
mprovement in the condition of the inflamed gums.

 For the acute stage of painful and sensitive tooth necks, inflamed and mild bleeding of the gums

 For the regular long-term care of sensitive teeth, prevention of dental decay and periodontitis

 Thermo seal
 Sensodent
 Thermo kind-f
 Pepsodent
 HUL
 Sensoform
 P& G

28
 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 busines
s. 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 tar
geting affluent, middle age females. However, if they are advertising in the sports section of a m
etropolitan 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 e
valuate 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? A
re they focused on convenience, quality or quantity? What type of packaging material are they u
sing?
Price of available competitors in market
Theromoseal 100 gm, 50gm Rs 54 , Rs 28 Strontium chloride h
ex hydrate

Sensodent-K 100 gm, 50gm Rs 65, RS 42 Potassium nitrate

Emoform 150gm, 100 gm, 50g RS 50, RS 63, RS Potassium nitrate

m 30

Thermokind-F 100 gm, 50gm RS 43, RS 24 Potassium nitrate 5

% w/w, sodium

Monoflurophosphate
0.7 % w/w, triclosan
0.3 % w/w

29
 CHAPTER-5
DATA ANALYSIS
AND
INTERPRETATION

30
 FINDINGS BASED ON QUESTIONNAIRE RESPONSES

1. What benefit you will get from Colgate?

Benefit from Colgate

18% Price
28%
Quantity

54% Quality

INTERPRETATION:

From the above chart it is interpreted that the benefit which is mostly gained
by consumers is its quantity. Due to its large quantity middle class people
prefer this most.

31
 2.How much you are satisfied with the present Colgate?

Level of Satisfaction

10% Highly
satisfied
8%
Satisfied
50%
Dissatisfied
30%

Highly
dissatisfied

INTERPRETATION:

From the above chart it is interpreted that the higher satisfaction level is 50%
i.e. people are Highly satisfied with the Colgate.

32
 3. Durability of the Colgate?

GOOD 86%

BAD 14%

14%

GOOD
BAD

86%

INTERPRETATION:

The durability of the Colgate by 14 % is bad quality, while the other 86 % says its a good
quality product

33
 4. Which Colgate has maximum market share?

Market Share (%)

Colgate
10% tooth
powder
Dabur
14%
48%
Meswak

28% Pepsodent

INTERPRETATION:

From the above pie-chart it is interpreted that Colgate is the most preferable to
othpowder brand by consumer. It enjoys 48% of market share.

34
 5. Which age group uses Colgate the most?

Users Of Colgate tooth powder

3%
8% 2% 5-15 years

15-25 years

25-35 years
27%
60% 35-45 years

Above 45
years

INTERPRETATION:

From the above chart it is interpreted that the users are of 35-45 & Above 45
years of age groups uses Colgate most.

35
 6. Which class of people uses Colgate the most?

Class of people

8% High class
people

Middle class
50% people
42%
BPL (below
poverty level)
people

INTERPRETATION:

From the above chart it is interpreted that the BPL people and Middle class
people uses Colgate most.

36
7. Which characteristics influence you before buying Colgate?

Characteristics % of Response

Cost 39%

Durability 25%

Quality 36%

character

cost
36% 39%
durability
quality

25%

INTERPRETATION:

So, from the above data 39% that is cost which influence the consumer to purchase the
Colgate while 36% is influenced by quality and the rest of is influenced by the
durability of the Colgate toothpaste.

37
8. How often do you purchase Colgate?

PURCHASE %

Monthly 11%

Quarterly 38%

Yearly 51%

11%

monthly

51% quaterly
38% yearly

INTERPRETATION:

So, 51% of the people purchased the Colgate yearly while the other
once purchased quarterly that is the 51% and the rest of 11%
purchase monthly

38
 9. Do you buy the same brand of the Colgate most of the time?

YES 68%

NO 32%

32%

yes
no
68%

INTERPRETATION:

so most of the population that is 68 % is saying yes as they like the Colgate while
the otherness are saying no they bought different toothpaste brands sometimes.

39
10. Will you tell other to choose the brand which you prefer?

YES 79%

NO 21%

21%

yes
no

79%

INTERPRETATION:

So the population that includes different perception to refer their known ones, 21%
is saying no while the other that is 79% is saying yes

40
11. The Colgate fulfills your requirements of freshness?

YES 78%

NO 22%

22%

yes
no

78%

INTERPRETATION:

As the question is based on freshness of the toothpaste 78% people says yes it
fullfills the requirement while the other ones are 22% that says No

12. Rate the quality of Colgate?

41
AVERAGE 14%

GOOD 25%

EXCELLENT 61%

14%
average

25% good
61% excellent

INTERPRETATION:

The question is based on the quality of the product so 14% says average
quality, Rest 61 % says excellent and 25% says good quality

42
 CHAPTER -6

CONCLUSION
&
RECOMMENDATIONS

43
 CONCLUSION

 Colgate tooth Powder covers larger market share as compare to other

competitors.
 Colgate tooth Powder is easily affordable to all customers.
 The age group of 35-45 & Above 45 years is satisfied with the Colgate
tooth powder.

44
 SUGGESTIONS

 The company should distribute magazines, house journals to the

consumers to aware them about new schemes and offers.
 The company should start manufacturing new tasty flavors of tooth
Powder for every age group of people.
 Free of cost dental check – ups should be arranged for the
consumers in the local areas to provide them additional services.
 New promotional strategies should be adopted by company, like
personal services etc.
 The company should start taking feedback from consumers about
their product through the way of prescribed forms.

45
BIBLIOGRAPHY

46
1. Books and reference
 Marketing Management – Philip Kotler

2. Journals and periodical: Business standard.

 Advertising and marketing
 India today

3. Websites:
 http://www.wikepedia.org
 http://www.Colgate.co.in
 http://www.google.com

47
 QUESTIONNAIRE

The questionnaire is preferred to obtain the data to study the Customer sati
sfaction of Colgate.

NAME: _____________________________________________
AGE:_______________CONTACT NO.__________________
OCCUPATION:______________________________________

Gender: - Male/Female

1. what kind of benefits you will get from Colgate ?

Quality Price

Quantity other benefits and offers

2. How much you are satisfied with the present Colgate ?

Highly satisfied Satisfied

Dissatisfied Highly dissatisfied

3. Durability of the Colgate?

Good Bad

4. What Colgate has maximum market share?

Colgate tooth powder Dabur

48
 Meswak Pepsodent

5. Which age group uses Colgate?

5-15 years 15-25 years

25-35 years 35-45 years

Above 45 years

6. Which class of people uses Colgate?

High class people Middle class people

BPL (below poverty level) People

7. Which characteristics influence you before buying Colgate?

Cost Durability

Quality

8 .How often do you purchase Colgate?

Monthly Quaterly

Yearly

9. Do you buy the same brand of the Colgate most of the time?

Yes No
10. Will you tell other to choose the brand which you prefer?

Yes No

11. The Colgate fulfills your requirements of freshness?

49
 Yes No

12. Rate the quality of Colgate?

Average Good

Excellent

50