COLGATE
COLGATE
COLLEGE GONDIA
1. 2. 3. 4. 5. 6. 7. 8. 9.
Introduction Objectives Hypothesis Company Profile Research Methodology Data Analysis and Interpretation Verification Findings Conclusion
INTRODUCTION
INTRODUCTION
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 macro environmental variables such as the state of the economy or changes in tax policy. However, increasing market share may be dangerous for makers of fungible hazardous products, particularly products sold into the United State market, where they may be subject to market share liability. MEANING: Market share is a key indicator of market competitivenessthat is, how well a firm is doing against its competitors. "This metric, supplemented by changes in sales revenue, helps managers evaluate both primary and selective demand in their market. That is, it enables them to judge not only total market growth or decline but also trends in customers selections among competitors. Gener ally, sales growth 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 3
N.M.D. COLLEGE GONDIA require strategic adjustments. Firms with market shares below a certain level may not be viable. Similarly, within a firms product line, market share trends for individual 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.
INTRODUCTION OF TOPIC
This project is concerned with the Market Share Of Colgate Tooth powder In Gondia.
Colgate-Palmolive Company is an American multinational consumer products company focused 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). Under its "Hill's" brand, it is also a manufacturer of veterinary products. The company's corporate offices 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 oral care market, with a 51% market share in the toothpaste segment, 48% market share in the toothpowder market and 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-known consumer brand includes Charmis skin cream and Axion dish wash.
N.M.D. COLLEGE GONDIA The company s strategy s to focus on growing volumes by improving penetration through aggressive campaigning and consumer promotions. The company plans to launch new product in oral and personal care segment and is prepared to continue spending on advertising and marketing to gain market share. Margin gains are
being targeted through efficient supply chain management and bringing down cost of operation. A substantial increase in profitability can be brought about through Ad spends reduction.
OBJECTIVES
To find out which age group of people will prefer the colgate tooth powder most.
HYPOTHESIS
1. As compare to other oral care powders colgate tooth powder covers larger market share in Gondia.
10
COMPANY PROFILE
11
12
N.M.D. COLLEGE GONDIA Colgate-Palmolive is Rs1,300 crore company started in year 1937.In Rs2,400 crore domestic market 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 ColgatePalmolive (Nepal), Multimint Leasing & Finance and Jigs Investments and Passion Trading & Investment Company. In November 2007, it acquired a 75% equity interest in Advanced Oral Care Products, Professional Oral Care Products and SS Oral Hygiene Products, the company is the fastest growing and one of the oldest 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 Oral Care Products, Goa and Professional Oral Care Products, 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. Colgate 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 oral care solutions to specific need based solutions. Colgate tooth powder was launched
13
N.M.D. COLLEGE GONDIA in 1993 in India and since then the brand has raised the benchmark on oral care solutions in India. Colgate tooth powder has a range of its flavours that could take care of specific oral care needs. Colgate tooth powder fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Colgate tooth powder as an oral care expert offers solution to specific problems like 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 radios g olden age, and it sponsored several popular radio programs but had it not been for radio, it might have been discontinued. During the late 1920s, sales of Colgate tooth Powder were floundering badly. It was serious 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 chance. The Colgate tooth powder company gave Colgate tooth powder the sponsorship of a serial program that was to make its network debut on Monday, August 19, 1929 over the stations of NBCs blue Network. The serial program in question was AMOSn 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 Friday in later years). In order to maintain business during this time, restaurants had radio installed so the people could enjoy listening to AMOSn ANDY while eating their meals, Movie theaters delayed 14
N.M.D. COLLEGE GONDIA the start time of the movies they were presenting until after the program concluded. AMOSn ANDY was definitely a program, has made an impact on American people.
PRODUCT LINE
Oral Care
15
Personal Care
16
17
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
18
N.M.D. COLLEGE GONDIA Research may be defined as a scientific and a systematic search for information on a specific topic. Research is an art of scientific investigation. Search of information may be known as DATA.
Research in common parlance refers to research for knowledge. For some people, research means a careful investigation or inquiry specially through search for new facts in any branch of knowledge. While some people consider research as movement, a movement from known to unknown. More specific definition of research is it is a systematized effort of gain new knowledge.
Research is an academic activity and such terms should be used in a technical sense. According to Clifford, research comprises defining and redefining problems, formulating hypothesis or suggested solution, collecting, organizing and evaluating data, making deduction and reaching conclusion and last carefully testing the conclusion to determine whether they are fit the formulating hypothesis.
Research is thus an original contribution to the existing stock of knowledge making for its advancement.
The data collected directly from the targeted audience for the very first time is known as PRIMARY DATA.
The data collected from the modes where the data is already available is known as SECONDARY DATA.
20
21
28%
18%
Price 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 powder most.
22
How much you are satisfied with the present Oral care product?
Level of Satisfaction
10% 8% 50%
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 tooth powder.
23
How many consumers are interested in changing their Oral care product?
Changing Decision
9% Yes No 91%
INTERPRETATION: From the above chart it is interpreted that only few consumers are interested to change their oral care product.
24
28%
Pepsodent
INTERPRETATION:
From the above pie-chart it is interpreted that Colgate is the most preferable toothpowder brand by consumer. It enjoys 48% of market share.
25
8%
27% 60%
INTERPRETATION:
From the above chart it is interpreted that the users are of 35-45 & Above 45 years of age groups uses colgate tooth powder most.
26
Class of people
8%
High class people Middle class people
50% 42%
INTERPRETATION:
From the above chart it is interpreted that the BPL people and Middle class people uses colgate tooth powder most.
27
VERIFICATION
28
VERIFICATION
H1: Accepted,
Because it has given good response by customers as per its Satisfaction, larger quantity and the price which is affordable to middle class and BPL people.
29
CONCLUSION
30
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 are satisfied with the colgate tooth powder.
31
SUGGESTIONS
32
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.
33
LIMITATIONS
34
LIMITATIONS
1. The study of project is concentrated in Gondia territory 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 Gondia city we found respondents were very few but whatever the information they given about Colgate tooth Powder was of practical and figure.
35
BIBLIOGRAPHY
36
BIBLIOGRAPHY
2. Journals and periodical: Business standard. Advertising and marketing India today
37
APPENDIX
38
APPENDIX
QUESTIONNAIRES
The questionnaire is preferred to obtain the data to study the market share of Colgate tooth Powder used at Gondia city only.
1. Gender: -
Male/Female
2. Income Level:20,000 50,000 p.a. 100, 000 500,000 p.a. 50,000 100,000 p.a. 500,000 p.a.
39
Businessmen
Professionals
Students
Senior citizens
Colgate
Pepsodent
Dabur
Close up
7. What kind of benefit you will get from oral care product?
Quality
Price
Quantity
8. Are you interested to use a new companys product? If yes, which & why?
Yes
No
40
11. Which mode of advertising creates awareness about new schemes of the product ?
Hoardings
Pamphlets
T.V.
Mouth publicity.
12. How much you are satisfied with the present oral care product?
Excellent
Good
Poor
Bad
13. Which type of taste you like in your oral care product?
Mint
Sweet
Salty
Spicy
41