Final Winter Project

A STUDY ON EFFECTIVENESS OF PROMOTION MIX OF COLGATE TOOTHPASTE IN SURAT CITY

Declaration

I hereby declare that the winter project report entitled “A study on effectiveness of promotion

mix of Colgate toothpaste in Surat city” is purely an original work done by me toward the

fulfillment of the award of degree of Bachelor of Business Administration. Any information

taken from different sources has been duly acknowledged.

I further declare that the personal data and information received from any respondent during

survey has not been shared with any one and is used for academic purpose only.

Pratibha Mehta

T.Y.B.B.A

(MARKETING)

ROLL NO. 95

NAVNIRMAN INSTITUTE OF MANAGEMENT


PREFACE:

The survey on the effectiveness of promotion mix of colgate toothpaste had been done by me to

find out the consumer attitude toward the various offers provided by Colgate toothpaste. I have

attended 100 respondent to fill the questionnaire. The questionnaire contained 11 questions based

on the promotional mix of Colgate toothpaste. I have taken information from the website as well

as book.

My project is based on the effectiveness of promotion mix of Colgate toothpaste .The main

purpose for doing this project is to find and know that which sales promotion technique of

Colgate toothpaste influence people to purchase Colgate toothpaste. This report will be

benefited to many people like those who want to know about various offers provided by Colgate

toothpaste company.



Acknowledgement:

I would like to thank NAVNIRMAN INSTITUTE OF MANAGEMENT for B.B.A college of

Business Administration for providing me opportunity for Project in this organization.

I would like to take this opportunity and express my gratitude and thanks to all the supporters,

who helped and guided me during the completion of my project work.

It was great pleasure to complete my project in the healthy and co-operative atmosphere of

respondents of Bharthana and City light road during survey, Surat. I enjoyed doing my project

under the guidance of well-experienced, intelligent, hard working and ambitious faculties of my

college, which will be a memory forever.

I wish to express my deep sense of gratitude and my greatly indebted to my guide Mr. Baxis

Patel, without whose valuable co-operation this Project would have been partially incomplete.

I would like to show my genuine appreciation for the support given by Mr. Narendra Jadav,

Incharge Principle of my college, who provided me all the information that I needed time to time

in cource of my project.

I am also thankful to those people who give their precious time for filling the questionnaire.

Pratibha Mehta



EXECUTIVE SUMMARY:

This report provides a review about the major research and theories regarding the effectiveness

of promotion mix of colgate toothpaste. Promotion mix is important for any company to increase

its sale. Promotion mix is

divided into eight categories, including advertisement, public relation, personal selling, sales

promotion, word of mouth, etc .All of them have significant contribution to increase the sale of

the company.

Firstly, the emphasis was given on preparing the questionnaire in accordance to the objective,

i.e., to study the effectiveness of promotion mix of colgate toothpaste. After completing with the

questionnaire, we conducted a pilot survey to check the accuracy of questionnaire. On getting

some drawbacks in the questionnaire, we removed those limitations and the conducted final

survey among 100 sample units by convenient sampling. Analysis & Interpretation was done

based on the data collected and we found that consumers are aware of the promotion technique

done by Colgate toothpaste. The main problem which arised in report making was consumption

of time.



CHAPTER 1

Industry Profile



Chapter:1 Industry Profile

1.1 INTRODUCTION TO FMCG SECTOR:

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry primarily

deals with the production, distribution and marketing of consumer packaged goods. The Fast

Moving Consumer Goods (FMCG) is those consumables which are normally consumed by the

consumers at a regular interval. Some of the prime activities of FMCG industry are selling,

marketing, financing, purchasing, etc. The industry also engaged in operations, supply chain,

production and general management.

FMCG INDUSTRY ECONOMY :

FMCG industry provides a wide range of consumables and accordingly the amount of money

circulated against FMCG products is also very high. The competition among FMCG

manufactures is also growing and as a result of this, investment in FMCG industry is also

increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector

with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by

2012. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of

Gross Domestic Product (GDP).

COMMOM FMCG PRODUCTS :

Some common FMCG product categories include food and dairy products, glassware, paper

products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing

and stationery, household products, photography, drinks etc. and some of the examples of FMCG

products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes,

watches, soaps etc.

MARKET POTENTIONAL of FMCG INDUSTRY :

Some of the merits of FMCG industry, which made this industry as a potential one are low

operational cost, strong distribution networks, presence of renowned FMCG companies.

Population growth is another factor which is responsible behind the success of this industry.


http://www.economywatch.com/world-industries/fmcg.html


LEADING FMCG COMPANIES :

Some of the well known FMCG companies are Sara Lee, Nestlé, Reckitt Benckiser, Unilever,

Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi and Mars etc.

1.2 FMCG INDUSTRY IN INDIA , SCOPE AND GROWTH

PROSPECTS of FMCG SECTOR :

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 grow by over

60% by 2012. That will translate into an annual growth of 10% over a 5-year period. It has been

estimated that FMCG sector will rise from around Rs 56,500 cores in 2010 to Rs 92,100 cores in

2012. Hair care, household care, male grooming, female hygiene, and the chocolates and

confectionery categories are estimated to be the fastest growing segments, says an HSBC report.

Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine

recovery since then.

For example, Hindustan Levers Limited (HLL) has shown a healthy growth in the last quarter.

An estimated double-digit growth over the next few years shows that the good times are likely to

continue.

GROWTH PROSPECTS:

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. Better infrastructure

facilities will improve their supply chain. FMCG sector is also likely to benefit 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


http://www.naukrihub.com/india/fmcg/scope/

http://www.naukrihub.com/india/fmcg/scope/


growth in the near future. It is expected that the rural income will rise in 2011, boosting

purchasing power in the countryside. However, the demand in urban areas would be the key

growth driver over the long term. Also, increase in the urban population, along with increase in

income levels and the availability of new categories, would help the urban areas maintain their

position in terms of consumption. At present, urban India accounts for 66% of total FMCG

consumption, with rural India accounting for the remaining 34%. However, rural India accounts

for more than 40% consumption in major FMCG categories such as personal care, fabric care,

and hot beverages. In urban areas, home and personal care category, including skin care,

household care and feminine hygiene, will keep growing at relatively attractive rates. Within the

foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth

categories in both rural and urban areas.

1.3 Brief History of Toothpaste:

Toothpaste use was first reported in Africa (Egypt) at about the 4th AD. The primitive

toothpaste was we know was made up of salt, pepper, mint leaves and iris flower. Urine based

toothpaste was widely used in Europe during the Roman times. In early America, toothpaste

consisted of burnt bread. Up till today in many parts of Africa, specific types of herbs are still

been chewed which helps to keep the mouth and teeth pristine clean.

1.4 Toothpaste Industry Overview:

India is still a nascent country in dental hygiene, with the majority of the population still not

having access to modern dental care but relying on substances like coal ash and neem sticks.

In India, per capita toothpaste consumption stood at 74g in 2005, which is amongst the lowest in

the world, compared to 350g and 300g in Malaysia and Vietnam respectively.

Toothpaste enjoys a country wide penetration level of 50%. The penetration levels of dentifrice

in the country have been on an upward trend over the last few years driven by strong

improvements in toothpaste penetration

Toothpaste Penetration



All India Urba

n

Rural

Penetration% 50% 75% 39%

With the huge consumer base waiting to be tapped and the expected rise in purchasing power as

the economy picks up, oral hygiene in India may receive a fresh lease of life.

a) The Toothpaste market:

Oral hygiene continues to be under aggressive competition, with sales increasing by a modest

3% in current value terms in 2006 to Rs. 2,400 crs. Toothpaste accounted for a whopping 83% of

value sales.

Toothpaste market in value (in Rs. crs.)

Period Urban + Rural Urba

n

Rural

Apr-

Mar04

1897 1340 556

Apr-

Mar05

1950 1386 565

Apr-

Mar06

2009 1414 594

Toothpaste market in volume (in tones)

Market volume trends Urban +

Rural

Urban Rural

Apr-Mar04 77320 53791 23529

Apr-Mar05 84501 59172 25329

Apr-Mar06 86562 59922 26640

Value - Zone Wise (in Rs. crs.)



North zone East zone West zone South zone

Apr-Mar06 486 335 543 645

%wise 24 17 27 32

Value - Town Wise (in Rs.crs.)

Total market value Town class Metro Class 1 Others

Apr-Mar06 561 386 467

%wise 40 27 33

b) Long term growth drivers

• Improving penetration

Through better distribution and conversion from other modes of oral care

• Increased usage

Improved per capita consumption through increased usage frequency

• Population growth

An annual 1.5% increase in population will help broaden the user base for oral care.

c) Segments in the Industry:

i) Price-based segmentation of the toothpaste category:

On the basis of price, the toothpaste market can be broken down into two distinct categories:



ii) Low Price Point Segment:

The Lower Price Point segment accounts for around 25% of total category volumes. This

segment offers good value for money and has seen its volume market share increase from 10.7%

during 2000 to current levels. The entire category is characterized by intense competition in both

the price segments.

iii) Threats from smaller brands in the low priced segment:

Small and regional brands from the low priced segment are expected to perform well because

they are often close to the market, respond faster to changes and are willing to learn from

mistakes.

Industry analysts believe that the new threat will come from smaller players who have embraced

a different kind of business model with a different value proposition. These include regional

brands and private labels.

Regional brands typically take on well-known, established brands by pursuing a flanking

strategy which can be of two types – geographical or need-based.

In a geographical attack, the challengers identify regions where the opponent is

underperforming. The other flanking strategy is to serve unfulfilled market needs. The smaller

brands have also started delivering on the quality front.

d) Key Players



The toothpaste segment is largely a two player industry, Colgate Palmolive & HLL accounting

for 80% of the entire market

Company Share (Value)

Period Colgate Palmolive HL

L

Dabur

Apr-

Mar06

47.3% 30% 7.2%

i. Colgate – the dominance continues

Colgate has been present in the domestic oral care market for the last 70 years and its oral care

brands enjoy strong brand equity in the market.The company has traditionally been the leader in

the domestic oral care market. Currently, it occupies a dominant position in the toothpaste

segment with a 48% market share in the domestic market. Its relative market share is 1.5 times

the second largest player.

Cibaca was acquired by Colgate in 1994 from Ciba Geigy. The company today has two main

brands in the toothpaste segment – Colgate and Colgate Cibaca.

Faced with tough competition from HLL during early 2000, Colgate made a slew of successful

new launches to protect its market share namely Colgate Herbal, Colgate Gel & revitalized

Colgate Cibaca Top (in the low price segment).

The company has continuously relied on innovations to stay ahead of the competition. It

launched 3 new innovative variants during the course of FY06.

1. Colgate Active Salt – This capitalizes on the traditional use of salt for oral care.

2. Colgate Advanced Whitening –Which contains that microcrystal’s polish ones teeth,

restores and maintains their whiteness.

3. Colgate MaxFresh Gel – An innovative gel-based toothpaste with cooling crystals.



The company has backed its products with a very strong distribution network. The company’s

distribution network covers 940 direct accounts and 3.8 million retail outlets. Colgate is the 2nd

most widely distributed product in the country. The company is tying up with initiatives like E-

chopal and Disha to further strengthen its distribution network.

ii. Tremendous brand equity:

Over the years, Colgate has been able to develop strong brand equity. It has been voted the “The

Most Trusted Brand” in the country for 3 consecutive years in the AC Nielsen Brand Equity

Survey.

iii. HLL – the challenger:

In the late 1980s, Hindustan Lever used the novelty element in gel toothpaste to make steady

inroads into Colgate's dominance in the oral care market. Its gel toothpaste, Close-Up helped

HLL become the second largest paste brand; posing a stiff challenge to Colgate.However as the

novelty of gel toothpastes wore off, HLL renewed focus on its other brand Pepsodent to help it

protect its turf.

Its attempt at offering a low priced brand Aim was not completed and the brand was

subsequently pulled back after launching it in early 2000 Both Close Up and Pepsodent have a

combined market share of 30%

The current brands offer distinct propositions; Close Up addresses the youth with new benefits

and value-driven propositions, whereas Pepsodent is firmly entrenched on the family health

platform with variants catering to oral health

Current Brand portfolio: HLL



iv) Dabur – Growth through acquisition

iv. Brands :

Babool, Promise and Meswak in addition to its own brand Dabur Red (Targeted to Capture

Consumers Shifting from Toothpowder to Toothpaste)

CHAPTER 2

INTRODUCTION TO COLGATE



Chapter:2 Introduction to Colgate

2 . 1 History of Colgate company:

In 1806, when the company was founded by 23-year-old William Colgate, it concentrated

exclusively on selling starch, soap, and candles from its New York City-based factory and shop.

Upon entering his second year of business, Colgate became partners with Francis Smith, and the

company became Smith and Colgate, a name it kept until 1812 when Colgate purchased Smith's

share of the company and offered a partnership to his brother, Bowles Colgate. Now called

William Colgate and Company, the firm expanded its manufacturing operations to a Jersey City,

New Jersey, factory in 1820; this factory produced Colgate's two major products, Windsor toilet

soaps and Pearl starch. Colgate-Palmolive Company's growth from a small candle and soap

manufacturer to one of the most powerful consumer products giants in the world is the result of

aggressive acquisition of other companies, persistent attempts to overtake its major U.S.

competition, and an early emphasis on building a global presence overseas where little

competition existed. The company is organized around four core segments--oral care, personal

care, home care, and pet nutrition--that market such well-known brands as Colgate toothpaste,

Irish Spring soap, Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing



liquid, Ajax cleanser, Murphy's oil soap, Fab laundry detergent, Soupline and Suavitel fabric

softeners, and Hill's Science Diet and Hill's Prescription Diet pet foods. Colgate-Palmolive has

operations in more than 200 countries and generates about 70 percent of its revenue outside the

United States.

In 1857, William Colgate died and the company was reorganized as "Colgate &

Company" under the management of Samuel Colgate, his son.

In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars.

His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896.

In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-

Peet Company.

In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company",

the current name.

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 oral care business in Europe, with its strength in the

important European pharmacy channel and its ties with the dental community.

Today Colgate has numerous subsidiary organizations spanning 200 countries, but it is

publicly listed in only two, the United States and India.

Colgate Palmolive milestone:

• 1806: Company is founded by William Colgate in New York to make starch, soap, and

candles.

• 1873: Toothpaste was launched

• 1928: Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-Peet Company.

• 1937: the company moved into India.

• 1966: Palmolive dishwashing liquid is introduced



Colgate Palmolive milestone in India:

• 1937: launch first toothpaste Colgate dental cream

• 1949: launch tooth powder and toothbrush

• 1950: Palmolive shave cream

• 1976: launch programme “young India.”

• 1989: Palmolive extra care soap launched.

• 2003: launch oral health month program

2.2 Introduction of Colgate Palmolive Ltd:

Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion Colgate-Palmolive

Company, USA, has been a leading player in oral care category for over 5 decades in India with

sales of 9.9B and net income of $1.42B in FY03.

Colgate is the dominant player in the oral care market with a market share of 50.6% in the

toothpaste, 45% in toothpowder and 30.8% in toothbrush segment .Colgate has significant

persons in protection, social interaction and economy segment

CPIL drives around 85% of its revenues from the oral care category. Colgate has the market

share of about of 65% till the late 80’s with the increased competition, Colgate’s market share

was considerably hit in the early 90’s and so to salvage it’s position Colgate took over ciba

Geigy’s, Cibaca brand (4%share) oral care business .but Colgate’s market share continued to fall

and currently stands at around 50.6% from a high of 65% in 1995. In its successful drive the new

“Social interaction” segment and this segment recorded strong growth with Close-up maintaining

leadership and Colgate gel at no 2 position.

Colgate managed to gain a 2% market share in FY00 after considerable advertising but its

bottom line got hilt in the process and it reverted back to its lower ad spend regime. But still



Colgate continues to be the numerous- Uno in this sector and its brand Colgate was adjusted as

India’s #1 brand across all categories in seven out of the last eight years by A&M Magazine’s

annual survey of India’s top brands.

CPIL’s focus in urban markets is primarily on conversion of non-users, encouragement of the

habit of brushing twice a day and meeting the evolving needs of consumers by providing a

variety of differently formulated toothpaste offering unique benefits. Its traditional strategy of

targeting non users in rural India and converting them into consumers of toothpaste has been one

of Colgate’s strong points. The company has novel ways to enhance awareness of oral hygiene in

the interior areas of the country. The campaign will include wall paintings, rural van operations,

puppet shows. Colgate spends Rs. 4 core every year to preach the value of using branded oral

care products to villagers, using 72 vans, covering 7800 villages per anum.

Using a 30 minute film as its communication vehicle, the company distributes for free an average

of 7 million toothbrushes every year to initiate toothpaste usages.

In toothpowder, the company maintained a rural thrust to bring non-users into the consumption

bracket and Colgate has also launches toothpaste and toothpowder in sachets with a free

toothbrush thrown into offer an entry pricing point for the low spending customer.

This thrust has brought Colgate dental cream a distribution reach of 46 percent in rural markets

versus close up’s 20 percent and pepsodent’s 12 percent. Trouble is, it is losing a larger

proportion of consumers at the upper end than it is adding at the entry-level. Thus, Colgate’s

rural market share has fallen from 70.30 % in 95 to 68.50% in 99.Colgate launched fresh stripe

gel nationally in May 1998 with its alternating red and white stripes with red gel containing act

rinse fort fresh breathe and white stripes containing actiwhilte to lend sparkle to teeth. Colgate

Palmolive India then decided to withdraw four sub brands of its toothpaste, Colgate double

protection calci guard. Fresh mint and fresh stripes due to poor market share and introduce new

variants. The company had invested Rs 20-25 core in these four brands Colgate dental cream and

Colgate herbal.



2.3 Recent Trend in Colgate company:

Colgate-Palmolive is one of the world's largest Consumer Products companies by market

share with commercial presence on six continents. Since its 1806 founding, Colgate has

grown into a multinational corporation known for its toothpaste and oral hygiene

products. As of 2011, the company holds a staggering 44.7% global market share with its

flagship toothpaste line.

Colgate-Palmolive (India) Ltd’s net cash generated from operations fell during 2010-11.

Its annual report shows that the oral care company’s operating profit before working

capital changes rose by only 7% to Rs. 522 crore. Also, working capital needs rose during

the year. The increase in inventories and debtors w as not fully offset by the increase in

creditors. As a result, cash generated from operations rose by a relatively low 3.4%.

Direct tax payments rose sharply on account of one of its manufacturing plants exiting

from a 100% tax holiday into a lower exemption bracket.

Colgate's most recognizable products are in oral care, including Colgate-brand toothpaste,

toothbrushes, mouth rinses and dental floss. As of 2011, the company holds a staggering

44.7% global market share with its flagship toothpaste product line. Growth in this

product line is highly dependent on rebranding and new product introduction. Colgate

also produces pharmaceutical products for dentists and other oral health specialists.

Personal Care: Colgate has tried to grow this segment through acquisitions, taking a

controlling stake in organic goods company Tom's of Maine in 2006. Primary brands:

Irish Spring, Softsoap, Palmolive, Speed Stick, Lady Speed Stick, Crystal Clean, Team

Spirit, Afta, Skin Bracer

Home Care: Ajax, Palmolive, Crystal White Octagon, and Dermassage dishwashing

detergents/degreasers; Suavitel faric conditioners; Murphy and Ajax household cleaners.

2.4 Introduction to Colgate toothpaste:

1. Colgate Dental Cream:


http://www.wikinvest.com/wiki/Consumer_Products


Spreads around and penetrates in between teeth for all around decay protection.

Protects all the teeth even where the tooth brush does not reach.

Great mint taste freshens the breath.

Protects against root caries.

Cleans and makes teeth whiter

Repairs early decay spots.

2. Colgate Active salt:

Has the power of Active Salt

Its unique formula fights germs

Gives you healthy gums and teeth

Refreshing eminty taste.

3. Colgate Max fresh:



It is the first and only toothpaste infused with Colgate-Palmolive, the world leader in oral

care, is redefining the gel segment of toothpaste in India, with the introduction of new

Colgate MaxFresh Gel

4. Maximum Fresh Cool Mint :

cooling crystals that dissolve in the mouth completely upon brushing, releasing an intense

rush of breath freshening power.

5. Maximum Fresh Clean Mint :\

This patented formula gives a whole new dimension of freshness to its users everyday

6. Colgate total:

Colgate Total provides complete 12-hour protection and fights a full range of oral health

problems

It helps prevent plaque and gingivitis — even after meals



7. Colgate sensitive:

This is a sign of sensitive teeth and this pain is cold by Dentinal sensitivity.

You will notice improvement in 2-4 weeks.

8. Colgate kids:

She'll be telling you it's time to brush when you give her Barbie Sparkling Bubble Fruit

toothpaste. It tastes like bubble gum, but helps prevent cavities with Colgate's special

fluoride formula

9. Colgate advanced whitening:

Restores natural whiteness

Prevents stains for adhering



Fights tartar, cavities and plaque

10. Colgate Herbal:

Colgate Herbal White ... combines the expert science of Colgate with a unique blend of

eucalyptus, Melissa and mint herbs. Strengthens teeth and safe to use everyday

11. Colgate Cibaca Family protection:

Developed using Colgate's international expertise in oral care

Unique formula protects your teeth from decay

Refreshing minty flavour makes your breath super fresh\\\\

12. Colgate fresh energy gel:



Get fresh, stay cool with new Colgate Fresh Energy Gel!" ssFMCG major Colgate

claims to have revitalised its Colgate Fresh Energy Gel toothpastes with "new flavours"

that deliver "long-lasting fresh breath". The new variants are Sparkling Red and Ice Blue

with new "high-impact" taste

2.5 Major competitors of Colgate toothpaste:

1. Close up:

Close-up, the youth brand, was the first gel toothpaste to be launched in India in1975 and has

remained the category leader ever since. The brand arose out of a universal need for confidence

in a social situation, starting with fresh breath.

Close-up was relaunched in1988 with the proposition of gel and mouthwash. The new look

close-up was positioned as the toothpaste ,enhancing social interaction ,offering value

propositions like good breath ,white teeth etc and was backed by an extremely successful

advertising campaign. Close up market share rose consistently thereafter from 5% (1987) to

22%.



In 2002 close up was relaunched in two variant- close up tingly red and close up eucalyptus

waves. This toothpaste with their superior formulation provides superior cleaning, enhanced

flavor and a freshness that extends from nose to throat. The communication for close up focuses

on the base line, ‘Jee Ke Dekho Yaar’, which encourages young people to go out and get a life.

The new flavors are in line with HLL’s Endeavour to continuously innovate and offer new

advance products to the consumers these flavors have been special designed to win over

competition consumers.

Recently close-up whitening, the tooth-whitening variant, was introduced with a unique self

check device called ‘’shade-card’’. This helps consumers identify how ‘’yellow’’ their teeth

really are also to track the improvement in teeth color as use the paste. The toothpaste helps teeth

get whiter in 4 weeks of regular use. This tooth-whitening segment is having total market share

of 6%of the total toothpaste market.

2. Pepsodent:

In 1993, HLL launched Pepsodent in direct competition to Colgate’s flagship product Colgate

dental cream. But Pepsodent could achieve only 4-5% market share. In 1995 pepsodent’s

proposition was changed to ‘Germicheck protection’ (an extended protection from germs), which

received tremendous success. In August 97, HLL added an anti-bacterial agent triclosan to its

Pepsodent brand. In re-launched the new Pepsodent on the Germicheck platform with claims of

102% superiority to any other ordinary toothpaste, based on the 0.2% content of triclosan in its

toothpaste brand. Triclosan is a proven anti-bacterial agent, which was also used by Colgate in

its costller Colgate total brand. The aggressive marketing of new Pepsodent against Colgate

dental cream led to a marketing war between the two. Colgate questioned the claim of

pepsodent’s superiority and the matter was referred to MRTP commission to determine the



validity of HLL’s claim. Colgate’s CDC witnessed a rapid decline in market share (by over 5-6%

points) during this period Pepsodent on the other hand has gained strength and currently has a

market share of 15%.

Launched in 1993, Pepsodent is positioned on oral health platform of’ check germs even hours

after brushing. It was the first toothpaste with a unique antibacterial agent to be launched to

address the consumer need of checking germs even hours after brushing.

Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it provide long lasting

protection from germs as well as long lasting fresh breath through is cool mint. Technology.

In April2002,Pepsodent G was relaunched as Pepsodent G gum care ‘toothpaste .with attractive

golden stripes, this gum protecting variant is now available in contemporary new packaging,

clearly outlining the benefits it offers..Pepsodent G gum care is an internationally renowned

specialist brand in the HLL oral care portfolio known for its enhanced protection against gum

problems. It is targeted at all health conscious adults who either suffer from or seek reliable

protection against gum problem’s and bleeding.

Pepsodent in India is also available as a toothpowder with proven antibacterial agents. It gives

protection against germs and is excellent cleaning due to effective abrasive system for strong

teeth and healthy gums.

Pepsodent has conducted various programmers across the country to promote oral care and

hygiene amongst its customers and the community. Pepsodent Jadui Chikitsa is one such

initiative to increase awareness of oral hygiene in rural areas. A poster on brushing technique,

which was translated into local languages, was printed on tin plate as a lasting impression of

Pepsodent Jadui Chikitsa for the rural areas. A poster on proper brushing technique, which was

translated into languages, was printed on tin plate as a lasting impression of Pepsodent jadui

chikitsa for the rural areas.

3. Babool:



Babool originally a Balsara product was acquired by Dabur last year. Babool straddles the

economy and herbal platforms. Its natural toothpast contains ayurvedic and medicinal benefits of

the Babul tree, 'Acacia Arabica’. While Babool still pursues an aggressive promo strategy, it has

also upgraded its bundle ever since the acquisition, by putting the Dabur brand on its pack and

signing up Vivek Oberoi as a brand ambas.

4. Ajanta:

Ajanta toothpaste is an offering from the personal care division of Ajanta Clock Manufacturing

Company. With aggressive pricing as its USP, the company decided to do a Nirma in the

toothpaste Industry. Originally priced at one-third of a Colgate or a Pepsodent, Ajanta rewrote

the rules of the game for oral care products. It targeted its offering in the low price, mass-market

segment.

5. Anchor:



Anchor belongs to Anchor Health and Beauty Care (AHBC), a part of the Anchor Group

(makers of Anchor Electrical switches).Anchor forayed into the FMCG market with the launch

of Anchor White Toothpaste, which was positioned as India’s first British Dental Health Society

certified 100 per cent vegetarian toothpaste, in 1997. In fact this proposition had so strong a

consumer-pull that by 2002 it was the number three toothpaste brand.

In 2006, Anchor decided to directly compete with Colgate Dental Cream, thereby differentiating

itself from the LPP segment. It significantly upgraded its product bundle, both in terms of

superior formulation (almost parity to CDC) claims and by the development of an All-round

Protection sub brand. This is currently endorsed by Dravid with strong TV support\

6. DABUR :

Dabur India ltd is the fourth largest FMCG Company in India with interests in healthcare,

personal care and food products. building on a legacy of quality and experience for over

100years, today Dabur has a turnover of Rs.1232 crore with powerful brands like Dabur

Amla,Vatika ,Hajmola &Real.

Dabur is an important player in oral care segment with revenue of Rs.1000.3 crore and net

income of 77.6 crore .the oral care contribution about 12% to the revenue of Dabur in 99. in

1970 ,Dabur expanded its personal care portfolio by adding oral care products. Dabur Lal Dant



manjan was relaunched and its captured the Indian rural market. Sales in 1999 recovered a sharp

19%yoy decline in volumes, which are marketed aggressively by MNC players.dabur had bought

the Bianca brand in1997.Dabur boasts of a transnational distribution network serving 1.3 million

retail outlets and product availability in 50 countries around the globe. The quality of Dabur

products has been its greatest strength throughout and to support this Dabur research foundation

(DRF), an independent company is setup to spearhead Dabur’s multi-faceted research

PRODUCTS OF DABUR:

Dabur Red Toothpaste

Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that helps prevent

toothache, pudina, which helps prevent bad breath, and tomar, which kills harmful germs. It is

therefore the first ever toothpaste which keeps all your dental problems away, thereby providing

you strong teeth.

Dabur Lal Dant Manjan

Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch, pudina satva,

pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya, Kasni, Garlic, Powder, other natural

ingredients.

Bianca fresh toothpowder – “Saanse ho taazi, to jeetoge baazi”

It is being advertised as start your day with the freshness of cool, cool mint. Use Bianca fresh

toothpowder, for extra sparkling teeth

tangy daylong fresh breath. That’s the coolest way to add zing to your day. It contains calcium

and extra mint.

7. Promise:



Promise toothpaste

Promise toothpaste is unique toothpaste containing natural and time-tested clove oil. The

scientifically proven antiseptic and bactericidal properties of clove oil help keep teeth strong and

gums healthy. Promise toothpaste was awarded le monde world selection gold medals in London

and Amsterdam for superiority in product quality.

Recently. Promise became the world’s first and only toothpaste to receive international

accreditation from the British dental health foundation (BDHF).

Promise Gel

Promise gel comes packed with all the natural and time tested goodness of clone, traditionally

known for its beneficial oral care properties and trusted by dentist’s the world over. The

product’s natural antiseptic and germ killing properties protect teeth and gums from harmful

bacteria promise gel’s sweet and spicy flavours provides’ wake-up freshness’ right through the

day.

Promise ‘just for kids’

Promise ‘just for kids’ is sparkling gel toothpaste for children available in two exciting flavours-

‘Tooty-Fruity’ and ‘fruit & mint’. This toothpaste is specially formulated to protect tender tooth

enamel, making it suitable for use by children. Promise ‘just for kids ‘toothpaste has been

awarded accreditation by the British dental health foundation (BDHF).

8.Meswak:

Meswak toothpaste is scientifically formulated from pure extract of the Meswak plant,

‘salvadore persica’- the famous; toothbrush tree’ used for centuries. The astringent and

bactericidal properties of Meswak help reduce tooth decay fight plaque and prevent gum disease.



CHAPTER 3

Theoretical Framework



Chapter:3 Theoretical framework

3.1 Marketing Mix:

The marketing mix is a business tool used in marketing products. The marketing mix is often

crucial when determining a product or brand's unique selling point (the unique quality that

differentiates a product from its competitors), and is often synonymous with the 'four Ps': 'price',

'promotion', 'product', and 'place'. However, in recent times, the 'four Ps' have been expanded to

the 'seven Ps' with the addition of 'process', 'physical evidence' and 'people'.


http://en.wikipedia.org/wiki/Seven_Ps

http://en.wikipedia.org/wiki/Marketing


The four Ps' consist of the following:

1. Product :

A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible

good or an intangible service. Intangible products are service based like the tourism

industry & the hotel industry or codes-based products like cellphone load and credits.

Tangible products are those that can be felt physically. Typical examples of mass-

produced, tangible objects are the canard the disposable razor.

Every product is subject to a life-cycle including a growth phase followed by a maturity

phase and finally an eventual period of decline as sales falls. Marketers must do careful

research on how long the life cycle of the product they are marketing is likely to be and

focus their attention on different challenges that arise as the product moves through each

stage.

The marketer must also consider the product mix. Marketers can expand the current

product mix by increasing a certain product line's depth or by increase the number of

product lines. Marketers should consider how to position the product, how to exploit the



brand, how to exploit the company's resources and how to configure the product mix so

that each product complements the other. The marketer must also consider product

development strategies.

2. Price :

The price is the amount a customer pays for the product. The price is very important as it

determines the company's profit and hence, survival. Adjusting the price has a profound

impact on the marketing strategy, and depending on the price elasticity of the product,

often , it will affect the demand and sales as well. The marketer should set a price that

complements the other elements of the marketing mix.

When setting a price, the marketer must be aware of the customer perceived value for the

product. Three basic pricing strategies are: market skimming pricing, marketing

penetration pricing and neutral pricing. The 'reference value' (where the consumer refers

to the prices of competing products) and the 'differential value' (the consumer's view of

this product's attributes versus the attributes of other products) must be taken into

account.

3. Promotion

Promotion represents all of the methods of communication that a marketer may use to

provide information to different parties about the product. Promotion comprises elements

such as: advertising, public relations, personal selling and sales promotion.

Advertising covers any communication that is paid for, from cinema commercials, radio

and Internet advertisements through print media and billboards. Public relations is where

the communication is not directly paid for and includes press releases, sponsorship deals,

exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any

apparently informal communication about the product by ordinary individuals, satisfied

customers or people specifically engaged to create word of mouth momentum. Sales staff

often plays an important role in word of mouth and public relations

4. Place :

It refers to providing the product at a place which is convenient for consumers to access.

Place is synonymous with distribution. Various strategies such as intensive distribution,



selective distribution, exclusive distribution, franchising can be used by the marketer to

complement the other aspects of the marketing mix.

3.2 Marketing Mix of Colgate toothpaste:

1. Product:

Various product of Colgate toothpaste are as follows:

Colgate Dental Cream

Colgate Total 12

Colgate Sensitive

Colgate Max Fresh

Colgate Kids Toothpaste

Colgate Fresh Energy Gel

Colgate Herbal

Colgate Cibaca Family Protection

Colgate Active Salt

1. Price:

Sl.

No.PRODUCT PRICE

1. Colgate Dental Cream20 gram–Rs. 5/-, 40 gram–Rs. 10/-, 50 gram–Rs. 14/-, 100

gram–Rs. 30/- and 200 gram–Rs. 50/-

2. Colgate 12 150 gram–Rs. 62/-

3. Colgate Sensitive 100 gram–Rs. 58/-



4. Colgate Max Fresh 150 gram–Rs. 50/- (Both Blue and Green Flavours)

5. Colgate Kids Toothpaste 150 gram–Rs. 48/-

6. Colgate Fresh Energy Gel 50 gram–Rs. 15/-, 100 gram–Rs. 32/- and 200 gram–Rs. 58/-

7. Colgate Herbal 100 gram–Rs. 29/- and 200 gram–Rs. 54/-

8.Colgate Cibaca Family

Protection50 gram–Rs. 10/-, 100 gram–Rs. 17/- and 200 gram–Rs. 27/-

9. Colgate Active Salt 100 gram–Rs. 29/- and 200 gram–Rs. 54/-

2. Place:

Colgate is sold over almost all the retail outlets of India viz., Kirana stores, supermarkets,

medical shops, co-operative stores, etc. It is well-distributed through the supply chain of

company distributors to wholesalers to retailers to final consumers. All the products are available

in the all-India market, including semi-urban and rural markets which are their primary focus

areas.

But the various varieties of Colgate are not so easily available other than in the oral care outlets

or super markets. The small tubes of Colgate are also available in small road-side shops and from

the vendors.

3. Promotion:

Colgate normally gives out small product samples at annual events like “Oral Health month” to

remind target consumers, especially kids to take better care of their teeth after eating sweets.

This method does not drive strong results as most consumers tend to forget the message, even if

they have collected the samples. Now, instead of giving away product samples, Ice cream and

cotton candy were given out. The stick carrying the ice cream and cotton candy carries a hidden

message. Once consumers are done the message printed on the tip of the stick shaped like a



toothbrush reveals “Don’t forget” with the Colgate logo. This simple message effectively

reminded consumers to brush their teeth

Advertising of Colgate products is basically done through television commercials. Famous

personalities like Sunny Deol, Viveik Oberoi, Virendar Sehwag, etc. had been associated with

this brand in past for a quite a long time. Sales promotion is not done at the retailer level, apart

from possible recommendation by the shopkeeper.

The company has backed its products with a very strong distribution network. The company’s

distribution network covers 940 direct accounts and 3.8 million retail outlets. Colgate is the 2nd

most widely distributed product in the country. The company is tying up with initiatives like

EChoupal and Disha to further strengthen its distribution network.

Over the years, Colgate has been able to develop strong brand equity. It has been voted the “The

Most Trusted Brand” in the country for 3 consecutive years in the AC Nielsen Brand Equity

Survey.

3.3 Promotional Mix

Integration of all the elements of promotion mix is necessary to meet the information

requirements of all target customers. This simply means that the promotion mix is not designed

to satisfy only the prospective buyer or only the regular buyer. Some elements of the mix may

be aimed at the target customer who is unaware of the product, while others may be aimed at

potential customers who are fully aware of the product and are likely to purchase it. Suppose

you are interested in buying a personal computer. Because of your interest in the product, you

started paying attention to computer advertisements in newspapers and magazines. You may

even read the media reports on personal computers by experts. You also may participate in

training programs or demonstrations. You may also contact the sales persons of different

computers and find out the features and relative merits. Based on all this information you may

then purchase a specific brand.

Which aspect of the promotional mix brought you to the decision to buy the brand you finally



selected? You may say that the expertise of the salespersons was a major influence, but the fact

is that all the elements of the mix played their roles in bringing about the sale. Therefore, to get

better response from the target customers, you have to adopt all the different components of the

promotion mix. However, you should note that the elements of the promotion mix must be

coordinated and integrated so that they reinforce and complement each other to create a blend

that helps in achieving the promotional objectives of the organization.

3.4 Components of Promotion Mix:

There are seven main elements in a promotional mix. They are:

1. Advertising: Any paid form of non-personal communication through mass media about a service or product

or an idea by a sponsor is called advertising. It is done through non personal channels or media.

Print advertisements, advertisements in Television, Radio, Billboard, Broachers and Catalogs,

Direct mails, In-store display, motion pictures, emails, banner ads, web pages, posters are some

of the examples of advertising. Paid promotion and presentation of goods, services, ideas by a

sponsor comes under the advertisement.

2. Personal Selling:



This is a process by which a person persuades the buyer to accept a product or a point of view or

convince the buyer to take specific course of action through face to face contact. It is an act of

helping and persuading through the use of oral presentation of products or services. Target

audience may vary from product to product and situation to situation. In other words personal

selling is a person to person process by which the seller learns about the prospective buyer's

wants and seeks to satisfy them by making a sale. Examples: Sales Meetings, sales

presentations, sales training and incentive programs for intermediary sales people, samples and

telemarketing etc. It can be of face-to-face or through telephone contact.

3. Publicity:

Non-personal stimulation of demand for a product, service or business unit by generating

commercially significant news about it in published media or obtaining favorable presentation of

it on radio, television or stage. Unlike advertising, this form of promotion is not paid for by the

sponsor. Thus, publicity is news carried in the mass media about an organization, its products,

policies, actions, personnel etc. It can originate with the media or the marketer, and is published

or broadcast at no charge for media space and time. Examples: Magazine and Newspaper

articles/reports, radio and television presentations, charitable contributions, speeches, issue

advertising, and seminars. Publicity can be favorable (positive) or unfavorable (Negative). The

message is in the hands of media and not controlled by the organization/firm.

4. Sales promotion:

is any activity that offers an incentive for a limited period to obtain a desired response from the

target audience or intermediaries which includes wholesalers and retailers. It stimulates

consumer demand, market demand and improves product availability. Examples: Contests,

product samples, Coupons, sweepstakes, rebates, tie-ins, self-liquidating premiums, trade shows,

trade-ins, and exhibitions.

5 Corporate image:



It is important to create a good image in the sight of general public as the Image of an

organization is a crucial point in marketing. If the reputation of a company is bad, consumers are

less willing to buy a product from this company as they would have been, if the company had a

good image.

6 Exhibitions:

Exhibitions provide a chance to try the product by the customers. It is an avenue for the

producers to get an instant response from the potential consumers of the products.

7 Direct Marketing

Direct marketing is reaching the customer without using the traditional channels of advertising

such as radio, newspaper, television etc. This type of marketing reaches the targeted consumers

with techniques such as promotional letters, street advertising, catalogue distribution, fliers etc.

Sometimes a mixture of personal/direct and non personal/indirect promotion is used as we use in

the sales promotion. Industrial buyer will not decide to purchase equipments on the basis of

advertisements or direct mail. Personal selling is preferred in this case. On the other hand a

customer buying toothpaste or hair oil will have less contact with the company sales person and

will be influenced more by advertisements.

3.5 Promotion Mix of Colgate toothpaste:

1. Sales Promotion:

Participate in Colgate "Learn & Earn" Offer and you could earn Rs 10,000/- scholarship.

Please click on the banner for more details.

Super Saver Offer for 'All Around Decay Protection'. Buy 200g plus a 100g tube with a

Colgate Extra Clean Toothbrush in a Family Value Pack for Rs. 82/-. Save Rs. 18/-.



Colgate strong teeth 200gm + 100gm + free brush = 86Rs.

Colgate gives smile pack 20gm in 5Rs.

Colgate Maxfresh Gel is the first toothpaste infused with cooling crystals giving you a

whole new dimension of freshness. Get a 150g plus a 80g tube with a Colgate Extra

Clean Toothbrush in a Freshness Value Pack for Rs. 79/-. Save Rs. 20/-.

Colgate cibaca 200gm + toothbrush = 28Rs

2. Television advertising :

Very famous words for the promotion of the Colgate brand. In these days a new

advertisement is also gives by the company.

These advertisements are help to raises the demand of the product and make the brand

popular



3. News paper advertising :

The company also takes active participation in the news paper advertisement. In deferent

pages of the news paper the company gives advertisement. Sometime, it is on first page.

Now days the company not takes part in news paper advertisement

4. Public Relation & Publicity:

You would have definitely heard of the brand name COLGATE



Launched the India's first ever battery powered tooth brush for children. They sell tooth

pastes, tooth brushes, tooth powder, whitening products and also kids products.

Many people have been using these Colgate products for ages now.

Star like Saif Ali Khan appeared in the Television sets promoting this product. It was a

great hit in all countries and reached all the homes quite easily

5. Various Surveys like :

Colgate's Bright Smiles, Bright Futures: This Educational Program worldwide was

developed to teach children positive oral health habits of basic hygiene, diet and physical

activity.

Colgate Professional Program: The Program works towards improving oral health

awareness and oral care on a mass scale. Oral care awareness is created and spread

through appropriate mechanisms such as exhibitions, the use of audio-visuals, lectures,

demonstrations, teacher training Programs


http://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/ColgateProfessionalProgram.cvsp

http://www.colgate.co.in/app/Colgate/IN/Corp/ColgateCares/Bsbf.cvsp


CHAPTER 4

RESEARCH

METHODOLOGY



Chapter:4 Research Methodology

What is Research Methodology?

The system of collecting data for research projects is known as research methodology. The data

may be collected for either theoretical or practical research for example management research

may be strategically conceptualized along with operational planning methods and change

management.

Some important factors in research methodology include validity of research data, Ethics and the

reliability of measures most of your work is finished by the time you finish the analysis of your

data.

Formulating of research questions along with sampling weather probable or non probable is

followed by measurement that includes surveys and scaling. This is followed by research design,

which may be either experimental or quasi experimental. The last two stages are data analysis

and finally writing the research paper, which is organized carefully into graphs and tables so that

only important relevant data is shown.

4.1MAIN OBJECTIVES:

The main objective of this study is to know the effectiveness of promotion mix of Colgate

toothpaste on consumer.

4.2 SUB OBJECTIVES:

It is necessary that there should be a purpose or objective behind any or every research,

otherwise research will be meaningless. So, to make our research meaningful we have identified

some main objectives for our research on “A STUDY ON EFFECTIVENESS OF PROMOTION

MIX OF COLGATE TOOTHPASTE”.

1) To study what percentage of respondent uses the Colgate and in What categories

2) Whether the consumers are aware about the various offers of Colgate toothpaste

3) To check the amount of satisfaction derived from various offers of Colgate toothpaste.


https://www.tutorsindia.com/

https://www.tutorsindia.com/research-methodology-help.html


4) Whether the consumers are aware of the free dental checkup conducted by Colgate

toothpaste

5) To know whether the various promotion technique used by Colgate toothpaste like

advertisement, hoarding, free gifts, using of brand ambassador in advertisement, etc

influence them to purchase Colgate toothpaste.

4.3 NATURE OF RESEARCH:

Our nature of research is a Basic research

4.4 SCOPE OF RESEARCH:

1) The main purpose of the study is to find out effectiveness of promotion mix of Colgate

toothpaste

2) The research also helps to find whether the offers of Colgate toothpaste is the major

factor influencing consumer purchase behaviour.

4.5 DATA COLLECTION:

Primary data was collected with the help of structured questionnaire administered among 100

respondents in the city.

4.6 DATA COLLECTION TIME PERIOD:

The study was carried for near about three months(i.e. From December to February)

4.7 SAMPLING:

i. SAMPLE SIZE :

Sample size determination is the act of choosing the number of observations to include in a

statistical sample. The sample size is an important feature of any empirical study in which the

goal is to make inferences about a population from a sample.

The sample size was large because there were 100 sample sizes in our study.


http://en.wikipedia.org/wiki/Statistical_population

http://en.wikipedia.org/wiki/Statistical_inference

http://en.wikipedia.org/wiki/Statistical_sample


ii. SAMPLING FRAME

In statistics, a sampling frame is the source material or device from which a sample is drawn. It

is a list of all those within a population who can besampled, and may include individuals,

households or institutions. This list should also facilitate access to the selected sampling units.

Our sampling frame consists of the overall Surat city in which our sampling units were friends,

relatives, neighbors, etc.

iii. SAMPLE ELEMENT

In sample element, we take into consideration the target groups on which sample are drawn.

Our sampling element consists of the target group of Students, Businessman, Housewife &

Private employees.

iv. SAMPLING METHOD

There are two basic approaches to sampling: probabilistic and non-probabilistic sampling. Let us

look at the various types of sampling under each category:

Probability sampling:

1. Simple random sampling

2. Systematic sampling

3. Stratified sampling

4. Multistage cluster sampling

Non-probability sampling:

1. Convenience sampling

2. Quota sampling

3. Judgment sampling

4. Snowball sampling


http://en.wikipedia.org/wiki/Statistical_unit

http://en.wikipedia.org/wiki/Statistical_population

http://en.wikipedia.org/wiki/Sampling_(statistics)

http://en.wikipedia.org/wiki/Statistics


The sampling method which we had used in our research is convenience sampling.

v. SURVEY TOOL:

Our survey was through questionnaire.

vi. SURVEY METHOD:

Our survey was the form of personal interview.

4.8 RESPONSE RATE:

Response rate (also known as completion rate or return rate) in survey research refers to the

number of people who answered the survey divided by the number of people in the sample. It is

usually expressed in the form of a percentage.

Our approx response rate was about 99%

4.9 PILOT SURVEY:

A pilot experiment, also called a pilot study, is a small scale preliminary study conducted before

the main research, in order to check the feasibility or to improve the design of the research.

We did the pilot survey of five questionnaires and whatever problems we faced during our pilot

survey were verified and rectified there itself. Our sampling frame for pilot survey were our

friends only.

4.10LIMITATIONS OF STUDY:

1. The scope of the study is limited only towards the Surat city from where the data is

collected.

2. It was very time consuming.

3. Responses of the respondents may be biased and not reliable.

4. The findings are based on survey conducted in the month December-2011 to February

2012 the result may vary in other month.


http://en.wikipedia.org/wiki/Research

http://en.wikipedia.org/wiki/Percentage

http://en.wikipedia.org/wiki/Sample_(statistics)

http://en.wikipedia.org/wiki/Statistical_survey


5. The study covers the effectiveness of promotion mix of Colgate toothpaste and cannot be

applied to other products.



CHAPTER 5

ANALYSIS AND INTERPRETATION OF

DATA



Chapter:5.1 Analysis and Interpretation of data

Q1) Do you use Colgate toothpaste?

Table: 5.1 (This table shows no. of respondent uses Colgate toothpaste)

Options No. of Response Percentage Total ( % )

Yes 100 100 %

No 0 0 %

Chart: 5.1 (This chart shows no. of respondent uses Colgate toothpaste)

Yes No0

20

40

60

80

100

120

100

0

No. of Response

No. of Response

Interpretation of the chart:

From the chart we can make out that 100% consumers use Colgate toothpaste.



Q2) Why do you prefer Colgate toothpaste?

Table: 5.2(This table shows why respondent have prefer Colgate toothpaste)


Brand image 24 20.86%

Quality 51 44.34%

Price 17 14.78%

Taste 16 13.92%

Other 7 6%

Chart: 5.2 (This chart shows why respondent have prefer Colgate toothpaste)

20.86%

44.34%

14.78%

13.92%

6.00%

Percentage Total ( % )

Brand imageQualityPriceTasteOther


From the chart we can make out that 44.34% of consumers preferred Colgate toothpaste

because of its quality and 6% uses Colgate toothpaste due to its other factor.



Q3) Which flavor do you prefer in Colgate toothpaste?

Table: 5.3(This table show that no. of respondents prefer which flavor of Colgate toothpastes)


Colgate total 12 21 21%

Colgate maxfresh 28 28%

Colgate cibaca 10 10%

Colgate active salt 22 22%

Colgate sensitive 13 13%

Other 6 6%

Chart:5.3(This chart shows that no. of respondents prefer which flavor of Colgate toothpaste)

Colgate total 12

Colgate maxfresh

Colgate cibaca

Colgate active salt

Colgate sensitive

Other0

5

10

15

20

25

30

21

28

10

22

13

6

Percentage Total ( % )No. of Response


From the above chart we can make that 28% of consumer uses Colgate maxfresh and 6% of

respondent uses other Colgate toothpaste



Q4) In which media do you find more advertisement of Colgate toothpaste?

Table: 5.4(This table shows that no. of respondents find more advertisement in which media)


T.V 68 68%

Magazine 15 15%

Radio 11 11%

Billboard 6 6%

Chart:5.4 (This chart shows that no. of respondents find more advertisement in which media)

T.V Magazine

Radio Billboard

0

10

20

30

40

50

60

70

68%

15%11%

6%

Percentage Total ( % )No. of Response


From the above chart we can make that 68% of respondents said that they find more

advertisement of Colgate toothpaste in T. V and 6% of respondent find more advertisement of

Colgate toothpaste in Billboard.



Q5) Which offers of Colgate attracts you the most?

Table: 5.5 (This table shows that no. of respondent are attracted by which offers of Colgate

toothpaste)


Price off 48 48%

Free sample 20 20%

Coupons 15 15%

Others 17 17%

Chart: 5.5 (This chart shows that no. of respondent are attracted by which offers of Colgate

toothpaste)

Price off Free sample Coupons Others 0

10

20

30

40

50

60

48%

20%15% 17%

No. of Response


From the above chart we can make that 48% of respondents are attracted by the price off offer of

Colgate toothpaste and only 15% of respondent are attracted by coupon offer of Colgate

toothpaste.



Q6) How much are you satisfied with the offers of the Colgate toothpaste?

Table: 5.6 (This table shows that how much the respondents are satisfied with the offers of

Colgate toothpaste)


Highly satisfied 24 24%

Satisfied 40 40%

Neutral 23 23%

Dissatisfied 6 6%

Highly dissatisfied 7 7%

Chart: 5.6 This chart shows that how much the respondents are satisfied with the offers of

Colgate toothpaste)

24%

40%

23%

6% 7%


Highly satisfied Satisfied Neutral DissatisfiedHighly dissatisfied


From the above chart we can make that 40% of respondents are satisfied from the offers of

Colgate toothpaste and only 6 % of respondent are dissatisfied from the offers of Colgate

toothpaste.



Q7) Are you aware of the free dental checkup conducted by Colgate toothpaste?

Table: 5.7(This table shows that how many respondents are aware free dental checkup conducted

by Colgate toothpaste)


Yes 72 72%

No 28 28%

Chart: 5.7 (This chart shows that how many respondents are aware free dental checkup

conducted by Colgate toothpaste)

72%

28%


YesNo


From the above chart we can make that 72% of respondents are aware of free dental checkup

conducted by Colgate toothpaste and only 28% of respondent are not aware of free dental

checkup conducted by Colgate toothpaste.



Q8) If yes, than have you ever visited for free dental checkup?

Table: 5.8(This table shows that how many respondents have visited for free dental checkup



Yes 26 36%

No 46 64%

Chart: 5.8 (This chart shows that how many respondents have visited for free dental checkup


Yes No0%

10%

20%

30%

40%

50%

60%

70%

36%

64%




From the above chart we can make that 64% of respondents have not visited for free dental

checkup conducted by Colgate toothpaste and only 36% of respondent have visited for free

dental checkup conducted by Colgate toothpaste.



Q9) Do you agree with the famous line of Colgate toothpaste “kya apke toothpaste mey namak

hai” which come in T.V add suits the product?

Table: 5.9( Table shows that how many respondents agree with the the famous line of Colgate

toothpaste “kya apke toothpaste mey namak hai” which come in T.V add suits the product)


Strongly agree 31 31%

Agree 34 34%

Neutral 24 24%

Strongly disagree 7 7%

Disagree 4 4%

Chart: 5.9 (chart shows that how many respondents agree with the the famous line of Colgate

toothpaste “kya apke toothpaste mey namak hai” which come in T.V add suits the product)

Strongly agree

Agree Neutral Strongly disagree

Disagree 0%5%

10%15%20%25%30%35%40%

31%34%

24%

7% 4%




From the above chart we can make that 34% of respondents agree that “kya apke toothpaste mey

namak hai” which come in T.V add suits the product and only 4% of respondent has disagree for

that.



Q10) For following statement give your opinion?

a.“Advertisement of Colgate toothpaste attracts you”

Table: 5.10.a (This table shows that respondents are how much agree that advertisement of

Colgate toothpaste attracts them)



Agree 29 29%

Neutral 19 19%


Disagree 17 17%

Chart: 5.10(This chart shows that respondents are how much agree that advertisement of Colgate

toothpaste attracts them)

Strongly agree Agree Neutral Strongly disagree

Disagree0%5%

10%15%20%25%30%35%

26%29%

19%

9%

17%




From the above chart we can make that 29% of respondents agree for the statement that

advertisement of Colgate toothpaste attracts them and 9% of respondents strongly disagree for

this statement



b.“You have heard good words about Colgate toothpaste”

Table: 5.10.b (This table shows that respondents are how much agree that they heard good words

about Colgate toothpaste)



Agree 32 32%

Neutral 19 19%


Disagree 17 17%

Chart: 5.11 (This chart shows that respondents are how much agree that they heard good words

about Colgate toothpaste)

Strongly agree

Agree Neutral Strongly disagree

Disagree0

5

10

15

20

25

30

35

25%

32%

19%

7%

17%Percentage Total ( % )No. of Response


From the above chart we can make that 32% of respondents agree for the statement that they

have heard good words about Colgate toothpaste and 7% of respondents strongly disagree for

this statement



c. “Sonakshi shinha as a brand ambassador of the Colgate salt toothpaste influence you to

purchase Colgate toothpaste”

Table: 5.10.c (This table shows that respondents are how much agree that Sonakshi shinha as a

brand ambassador of the Colgate salt toothpaste influence you to purchase Colgate toothpaste)



Agree 19 19%

Neutral 26 26%


Disagree 26 26%

Chart: 5.10.c (This chart shows that respondents are how much agree that Sonakshi shinha as a

brand ambassador of the Colgate salt toothpaste influence you to purchase Colgate toothpaste)

13%

19%

26%16%

26%


Strongly agreeAgreeNeutralStrongly disagreeDisagree


From the above chart we can make that 26% of respondent are both neutral and disagree for the

statement that Sonakshi shinha as a brand ambassador of the Colgate salt toothpaste influence

them to purchase Colgate toothpaste



d. “Hoarding of Colgate toothpaste attracts you”

Table: 5.10.d (This table shows that respondents are how much agree that hoarding of Colgate




Agree 28 28%

Neutral 38 38%


Disagree 12 12%

Chart: 5.10.d (This chart shows that respondents are how much agree that hoarding of Colgate


Strongly agree Agree Neutral Strongly

disagree Disagree

0%

10%

20%

30%

40%

10%

28%

38%

12%12%




From the above chart we can make that 38% of respondent are neutral for the statement that

hoarding of Colgate toothpaste attracts them and 12% of respondent strongly disagree for this

statement.



e.“Colgate toothpaste should be deliver at the door step”

Table: 5.10.e(This table shows that respondents are how much agree that Colgate toothpaste

should be deliver at the door step)


Strongly agree 9 9%

Agree 34 34%

Neutral 28 28%


Disagree 14 14%

Chart: 5.10.e (This chart shows that respondents are how much agree that Colgate toothpaste

should be deliver at the door step)

9%

34%

28%

15%

14%




From the above chart we can make that 34% of respondent are agree for the statement that

Colgate toothpaste should be deliver at the door step and only 14% of respondent are disagree for

this statement.



f.“Packaging of Colgate toothpaste attracts you”

Table: 5.10.f(This table shows that respondents are how much agree that packaging of Colgate




Agree 30 30%

Neutral 29 29%


Disagree 11 11%

Chart: 5.10.f(This chart shows that respondents are how much agree that packaging of Colgate


Strongly agree Agree Neutral Strongly disagree

Disagree0%

5%

10%

15%

20%

25%

30%

35%

16%

30% 29%

14%11%




From the above chart we can make that 30% of respondent are agree for the statement that

packaging of Colgate toothpaste attracts them to purchase Colgate toothpaste and only 11% of

respondent disagree for this statement



g.“Toothbrush free with Colgate toothpaste attracts you”

Table: 5.10.g (This table shows that respondents are how much agree that toothbrush free with

Colgate toothpaste attracts them to buy Colgate toothpaste)



Agree 39 39%

Neutral 24 24%


Disagree 8 8%

Chart: 5.10.g( This chart shows that respondents are how much agree that toothbrush free with

Colgate toothpaste attracts them to buy Colgate toothpaste)

18%

39%24%

11%8%




From the above chart we can make that 39% of respondent agree for the statement that

toothbrush free with Colgate toothpaste attracts them to purchase Colgate toothpaste and only

8% of respondent disagree for this statement.



Q11) Would you suggest Colgate toothpaste to others?

Table: 5.11(This table shows that how much respondent would suggest Colgate toothpaste to

others)


Yes 74 74%

No 26 26%

Chart: 5.11(This chart shows that how much respondent would suggest Colgate toothpaste to

others)

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%74%

26%




From the above chart we can make that 74% of respondent will suggest other to purchase

Colgate toothpaste and only 26% of respondent will not suggest to others.



CROSS – TABULATION:

Q3) Which flavor do you prefer in Colgate toothpaste? With Age group

Table: 5.12 (This table shows cross tabulation of flavor of Colgate toothpaste prefer by

respondents with age group)

Age group Colgate

total 12

Colgate

maxfresh

Colgate

cibaca

Colgate

active salt

Colgate

sensitive

Other

18-25 11 14 6 11 7 4

25-35 6 6 3 5 4 2

35-50 4 7 1 4 2 0

Above 50 0 1 0 2 0 0

Chart:5.12(This chart shows cross tabulation of flavor of Colgate toothpaste prefer by respondents

with age group)

Colgate

total 12

Colgate

maxfre

sh

Colgate

cibaca

Colgate

active

salt

Colgate

sensiti

ve

Other

02468

101214

18-2525-3535-50Above 50


From the above chart we can make that 14 respondent whose age is between 18-25 has prefer

Colgate max fresh and only one respondent whose age is between 35-50 has prefer Colgate

cibaca.



Q7) Are you aware of the free dental checkup conducted by Colgate toothpaste? WithOccupation

Table: 5.13(This table shows cross tabulation of respondents aware of the free dental checkup

conducted by Colgate toothpaste with Occupation)

Occupation Yes No

Businessmen 9 3

Government Employed 8 3

Housewives 10 7

Student 45 15

Chart: 5.13 (This chart shows cross tabulation of respondents aware of the free dental checkup

conducted by Colgate toothpaste with Occupation)

Businessmen Government Employed

Housewives Student0

5

10

15

20

25

30

35

40

45

YesNo


From the above chart we can make that 45 respondent who are students are aware of the free

dental checkup conducted by Colgate toothpaste and 3 respondents who are government

employed are not aware of the free dental checkup conducted by Colgate toothpaste.



5.2 FINDINGS:

1. From the research i found out that the entire respondent prefer Colgate toothpaste.

2. Most of the respondents prefer Colgate toothpaste because of its quality & brand image

3. Most of the respondents prefer Colgate active salt and Colgate maxfresh than other flavor

in Colgate toothpaste

4. Most of the respondents found more advertisement of Colgate toothpaste on T.V

5. I found out that people are attracted towards price off & free samples offers of Colgate

toothpaste

6. I found out that almost all the respondents are aware of free dental checkup conducted by

Colgate toothpaste but among them only few have visited for free dental checkup

conducted by Colgate toothpaste

7. Most of the respondents are strongly agree that the famous line of Colgate toothpaste

“kya apke toothpaste mey namak hai” which come in T.V add suits the product.

8. Most of the people agree that advertisement of Colgate toothpaste attracts influence them

to purchase Colgate toothpaste

9. Most of the people agree that they heard good words about Colgate toothpaste.

10. Most of the respondents are neutral for that Sonakshi shinha as a brand ambassador of

the Colgate salt toothpaste influence them to purchase Colgate toothpaste

11. Most of the respondents agree that hoarding of Colgate toothpaste attracts them.

12. Most of the respondents agree that Colgate toothpaste should be delivered at the door

step.

13. Most of the respondents are neutral that packaging of Colgate toothpaste attracts them to

buy Colgate toothpaste

14. Most of the respondents agree that toothbrush free with Colgate toothpaste attracts them

to purchase Colgate toothpaste.

15. Most of the people said that they will suggest Colgate toothpaste to others.



Chapter 6

RECOMMENDATIONS AND CONCLUSIONS



Chapter:6 Recommendation and conclusion

6.1 Recommendation:

While doing the market survey and meeting the people, the general opinion found was that some

of the Respondents were unfriendly and some of them appreciated our work and the

questionnaire prepared by us because it was also useful for them to know the various offers

provided by Colgate toothpaste which indirectly helped them in their buying decision. More

preference was given to Quality of Colgate toothpaste.

After meeting so many respondents/sample units and talking to them about their suggestions for

Colgate toothpaste we draw recommendations that the Colgate toothpaste company should

provide more attractive offers as many people are influence by offers provided by Colgate

toothpaste.

While some respondents recommended that Colgate toothpaste should be deliver at door step.

Some other recommendations that Colgate toothpaste Company should design attractive

hoarding. Many people recommended that free dental checkup conducted by Colgate toothpaste

was good promotional activity used by Colgate toothpaste so company should focus more on this

type of strategy.



6.2 Conclusion:

From the analysis of the data collected and from the experiences I have reached the following

conclusions:

Most of the people were aware about Colgate toothpaste

People are satisfied with the offers of Colgate toothpaste and it was seen that students

were the one who were seen in large number in these category.

It was seen that after acquiring new customers, there is lot of importance of its retention

also. This can be done by providing attractive offers and good quality.

In today’s scenario, customer is the king because he has got various choices around him. So,

Colgate toothpaste should provide desire result otherwise consumer will definitely switch over to

the other provider therefore to survive in these cut throat completion, Colgate toothpaste

company need to be the best. Customer is no more loyal in today’s scenario, so company need to

be always on your toes

Although the findings from this research are interesting and useful as one may think, there are

several limitations as it is very time consuming and not reliable. It is important to make

improvement in the research to provide more fruitful and representative findings.

More samples should be interviewed as long as time and money are not constraints. This could

provide much more conclusive results. Besides, in addition to convenient sampling, we could

have used other sampling methods so as to provide findings from different perspectives. .

Other sampling groups, for instance working class, and even other sampling units could also be

included like cities other than Surat can be investigated since they may provide entirely different

results as what have been obtained from the Surat samples.

By taking the above recommendations, researchers could be able to get more reliable and deeper

findings from different perspectives, exploring the research to a higher stratum as far as

promotion mix is concerned.



ANNEXURE:

Dear respondent,

I am a student of “Navnirman Institute of Management, Surat” conducting a survey for my

project preparation, as the requirement of partial fulfillment of subject Project in Third year

(Semester – VI) BBA in Surat city of a study on “A STUDY ON EFFECTIVENESS OF

PROMOTION MIX OF COLGATE TOOTHPASTE IN SURAT CITY”. I assure you that

the information given by you are strictly used for academic purpose only. I request you to help

me in gathering required information by filling up the following information.

Thank you,

Pratibha Mehta

[Navnirman Institute of Management]

Instructions: Use tick mark ( ) for your favorable answer.

Q1) Do you use colgate toothpaste?

a) Yes

b) No

If yes, than continue

Q2) Why do you prefer colgate toothpaste?

a) Brand image

b) Quality

c) Price

d) Taste

e) Other



Q3) Which flavor do you prefer in colgate toothpaste ?

a) Colgate total 12

b) Colgate maxfresh

c) Colgate cibaca

d) Colgate active salt

e) Colgate sensitive

f) Other

Q4 )In which media do you find more advertisement of colgate toothpaste?

a) T.V

b) Magazine

c) Radio

d) Billboard

Q5) Which offers of colgate attracts you the most?

a) Price off

b) Free sample

c) Coupons

d) Others

Q6) How much are you satisfied with the offers of the colgate toothpaste ?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

Q7) Are you aware of the free dental checkup conducted by colgate toothpaste?

a) Yes

b) No



Q8) If yes, than have you ever visited for free dental checkup?

a) Yes

b) No

Q9) Do you agree with the famous line of colgate toothpaste “kya apke toothpaste mey namak

hai” which come in T.V add suits the product?

a) Strongly agree

b) Agree

c) Neutral

d) Strongly disagree

e) Disagree

Q10) For following statement give your opinion?

For:- Strongly agree(SA), Agree(A), Neutral(N), Strongly disagree(SD), Disagree(D)

a) “Advertisement of colgate toothpaste attracts you”

b) “You have heard good words about colgate toothpaste”

c) “Sonakshi shinha as a brand ambassador of the colgate salt

toothpaste influence you to purchase colgate toothpaste”

d) “Hoarding of colgate toothpaste attracts you”

e) “Colgate toothpaste should be deliver at the door step”

f) “Packaging of colgate toothpaste attracts you”

g) “Toothbrush free with colgate toothpaste attracts you”



Q16) Would you suggest colgate toothpaste to others?

a) Yes

b) No

Personal Details:

Name:

Address:

Contact No.:

Age Group: 18 to 25 25 to 35 35 to 50 Above 50

Gender: Male Female

Occupation: Businessmen Government employed

Housewives Student

Monthly Income: 0-25000 25000-50000 Above 50000

(In Rs)

Family Member:



BIBLIOGRAPHY:

The above information was gathered throught the following sources :-

Book :

Philip Kotler “Marketing Management” 13th edition ,Pearson education

publisher,Third Indian re-print ,to 003

G.C BERI

Website:

http://www.foolonahill.com/mbacolgateherbal.html

http://www.colgate.com.au/app/Colgate/AU/OC/Products/Toothpastes/

Name.cvsp

http://marketingteacher.com/lesson-store/lesson-promotion.html

http://info.shine.com/Article/FMCG/Indian-FMCG-Industry-Introduction/1430/

cid780.aspx

http://www.managementparadise.com/forums/effective-methods-

communication-ec/150822-toothpaste-industry-overview.html

http://workingmomwm.hubpages.com/hub/TheHistoryofToothpaste


http://workingmomwm.hubpages.com/hub/TheHistoryofToothpaste

http://www.managementparadise.com/forums/effective-methods-communication-ec/150822-toothpaste-industry-overview.html

http://www.managementparadise.com/forums/effective-methods-communication-ec/150822-toothpaste-industry-overview.html

http://info.shine.com/Article/FMCG/Indian-FMCG-Industry-Introduction/1430/cid780.aspx

http://info.shine.com/Article/FMCG/Indian-FMCG-Industry-Introduction/1430/cid780.aspx

http://marketingteacher.com/lesson-store/lesson-promotion.html

http://www.colgate.com.au/app/Colgate/AU/OC/Products/Toothpastes/Name.cvsp

http://www.colgate.com.au/app/Colgate/AU/OC/Products/Toothpastes/Name.cvsp

http://www.foolonahill.com/mbacolgateherbal.html

Final Winter Project

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