My Latest Winter Project

A STUDY ON EFFECTIVENESS OF PROMOTION MIX OF COLGATE TOOTHPASTE IN SURAT CITY
NAVNIRMAN INSTITUTE OF MANAGEMENT Page 1

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.
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 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 Urban 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 Urban 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 HLL 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
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 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:

• Company is founded by William Colgate in New York to make starch, soap, and
candles in 1806
• Toothpaste was launched in 1873
• Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-Peet Company in

1928
• The company moved into India in 1937
• Palmolive dishwashing liquid is introduced in 1966
 Colgate Palmolive milestone in India:

• 1937: launch first toothpaste Colgate dental cream
• 1949: launch tooth powder and toothbrush
• 1950: Palmolive shave cream
• 1976: launch program me ―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 hit 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 PRODUCT PROFILE OF COLGATE-PALMOLIVE

LIMITED:

(A)Oral care
1. Toothpastes:
Colgate Dental Cream

Colgate Max Fresh
Colgate Active Salt
Colgate Total 12
Colgate Sensitive
Colgate Kids
Colgate Advanced Whitening
Colgate Herbal
Colgate Cibaca
Colgate Fresh Energy Gel
2. Toothbrushes:
Colgate Massager
Colgate Navigator Plus
Colgate Extra Clean
Colgate Extra Clean Gum Care
Colgate Sensitive Toothbrush
Colgate 360 Toothbrush
Colgate Zig Zag
3. Toothpowder:
Colgate Super Rakshak
4. Whitening Products:
Colgate Advanced Whitening

5. Mouthwash:
Colgate Plax
(B)PERSONAL CARE
1. Body wash:
Palmolive Aroma Body wash Relaxing
Palmolive Thermal Spa Body wash Firming
Palmolive Aroma Body wash Vitality
Palmolive Thermal Spa Body wash Massage
Palmolive Naturals Moisturizing Body wash Milk & Almond
Palmolive Naturals Moisturizing Body wash Milk & Honey
2. Liquid Hand wash:
Palmolive Naturals Milk and Honey Hand Wash
Palmolive Aroma Liquid Hand Wash Relaxing
Palmolive Naturals Liquid Hand Wash Family Health
3. Hair Care:
Palmolive Halo Shampoo
4. Skin Care:
Palmolive Charmis Cream
5. Shave Preps:
Shave Cream
(C) HOME CARE
AXION- dish washing paste

(D) PROFESSIONAL ORAL CARE
1. Gingivitis Treatment:
Colgate PerioGard
2. Sensitivity Treatment:
Colgate Sensitive
Colgate Gel Kam
3. Mouth Ulcer Treatment:
Oragard-B
4. Specialty Cleaning:
Specialty Cleaning
2.5 Introduction to Colgate toothpaste:
1. Colgate Dental Cream:
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

2.6 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
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'.
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 Herbal
 Colgate Cibaca Family Protection
 Colgate Active Salt

2.Price:
Sl.
PRODUCT PRICE
No.
20 gram–Rs. 5/-, 40 gram–Rs. 10/-, 50 gram–Rs. 14/-, 100
1. Colgate Dental Cream
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/-
Colgate Cibaca Family

8. 50 gram–Rs. 10/-, 100 gram–Rs. 17/- and 200 gram–Rs. 27/-
Protection
9. Colgate Active Salt 100am–Rs. 29/- and 200 gram–Rs. 54/-
3.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.
4.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


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
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.
4.1 PRIMARY OBJECTIVES:

The main objective of this study is to know the effectiveness of promotion mix of Colgate
toothpaste on consumer.
4.2 SECONDARY 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.

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:
There are two types of research :
1. Basic research and
2. Applied research
Basic research: The term basic research refers to study and research on pure science that is
meant to increase our scientific knowledge base. This type of research is often purely
theoretical with the intent of increasing our understanding of certain phenomena or behavior
but does not seek to solve or treat these problems.
Applied research: Applied research refers to scientific study and research that seeks to solve
practical problems. Applied research is used to find solutions to everyday problems, cure
illness, and develop innovative technologies. Psychologists working in human factors or
industrial/organizational fields often do this type of research.
Our nature of research is a Basic research
4.4 RESEARCH DESIGN AND CHOICE
Descriptive research gives an account of frequency of the characteristics of some of the

variables were casual research help in determined cause and effective relationship.
The study seeks to find out the consumer buying behavior in purchasing biscuits of Britannia
or Parle Company.
Research design is the plan structure and strategy of investigation concerned so as to obtain
answer to research questions and to control variances.

Research design is classified in to three types:
Exploratory Research: It is one type of research design which has as its primary
objective the provision of insight into and comprehensive of the problem situation
confronting the research. The focus in on discovery of new ideas and they are
generally based on secondary data that are readily available.
Descriptive Research: It is a type of conclusive research that has its major objective
is the descriptive of something usually research areas characteristics or functions.
Causal Research: It is a type of conclusive research where the major objective is to
obtain evidence regarding cause and affect (causal) relationship.
In these three categories, I have selected descriptive study method because certain
group such as age, gender, education level, occupation or income, a descriptive study
may be necessary.
4.5 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 behavior.
4.6 DATA COLLECTION:
Primary data collection:- In primary data collection, you collect the data yourself using
methods such as interviews and questionnaires. The key point here is that the data you collect
is unique to you and your research and, until you publish, no one else has access to it.
Secondary data collection:- All methods of data collection can supply quantitative data
(numbers, statistics or financial) or qualitative data (usually words or text). Quantitative data
may often be presented in tabular or graphical form. Secondary data is data that has already
been collected by someone else for a different purpose to yours. For example, this could
mean using:

data collected by a hotel on its customers through its guest history system
data supplied by a marketing organisation
annual company reports
Government statistics.
Primary data was collected with the help of structured questionnaire administered
among 100 respondents in the city.
4.7 DATA COLLECTION TIME PERIOD:
The study was carried for near about three months(i.e. From December to February)
4.8 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.
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 : A probability sampling scheme is one in which every unit in the
population has a chance (greater than zero) of being selected in the sample, and this
probability can be accurately determined. The combination of these traits makes it possible to
produce unbiased estimates of population totals, by weighting sampled units according to
their probability of selection.
1. Simple random sampling:
A simple random sample is a subset of individuals (a sample) chosen from a larger set
(a population). Each individual is chosen randomly and entirely by chance, such that
each individual has the same probability of being chosen at any stage during the
sampling process, and each subset of k individuals has the same probability of being
chosen for the sample as any other subset of k individuals This process and technique
is known as simple random sampling, and should not be confused with Random
Sampling.
2. Systematic sampling:
Systematic sampling is a statistical method involving the selection of elements from

an ordered sampling frame. The most common form of systematic sampling is an
equal-probability method, in which every kth element in the frame is selected,
where k, the sampling interval, is calculated as:

Where n is the sample size, and N is the population size.
3. Stratified sampling:
Stratified sampling is a method of sampling from a population, when subpopulations

within an overall population vary, it is advantageous to sample each subpopulation
(stratum) independently.
4. Multistage cluster sampling:
Cluster Sampling is a sampling technique used when "natural" groupings are evident
in a statistical population. It is often used in marketing research. In this technique, the
total population is divided into these groups (or clusters) and a sample of the groups
is selected. Then the required information is collected from the elements within each
selected group. This may be done for every element in these groups or a subsample of
elements may be selected within each of these groups.
Non-probability sampling
1. Convenience sampling:
Convenience sampling is used in exploratory research where the researcher is

interested in getting an inexpensive approximation of the truth. As the name implies,
the sample is selected because they are convenient. This non-probability method is
often used during preliminary research efforts to get a gross estimate of the results,
without incurring the cost or time required to select a random sample.
2. Quota sampling:
Quota sampling is the non-probability equivalent of stratified sampling. Like stratified

sampling, the researcher first identifies the stratums and their proportions as they are

represented in the population. Then convenience or judgment sampling is used to

select the required number of subjects from each stratum. This differs from stratified
sampling, where the stratums are filled by random sampling.
3. Judgment sampling:
Judgment sampling is a common non-probability method. The researcher selects the

sample based on judgment. This is usually and extension of convenience sampling.
For example, a researcher may decide to draw the entire sample from one
"representative" city, even though the population includes all cities. When using this
method, the researcher must be confident that the chosen sample is truly
representative of the entire population.
4. Snowball sampling:
Snowball sampling is a special nonprobability method used when the desired sample
characteristic is rare. It may be extremely difficult or cost prohibitive to locate
respondents in these situations. Snowball sampling relies on referrals from initial
subjects to generate additional subjects. While this technique can dramatically lower
search costs, it comes at the expense of introducing bias because the technique itself
reduces the likelihood that the sample will represent a good cross section from the
population.
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.

4.9 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.
Example: if 1,000 surveys were sent by mail, and 257 were successfully completed and
returned, then the response rate would be 25.7%. )
Our approx response rate was about 99%
4.10 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. Pilot studies, therefore, may not be appropriate for case studies. They are frequently
carried out before large-scale quantitative research, in an attempt to avoid time and money
being wasted on an inadequately designed project.
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.
4.11 LIMITATIONS 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.
5. The study covers the effectiveness of promotion mix of Colgate toothpaste and cannot
be applied to other products.


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)
120
100%
100
80
60
40
20
0%
0
Yes No
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)
6%
20.86%
13.92% Brand image
Quality
Price
14.78%
Taste
Other
44.34%
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)
30
25
20
15 28%
21% 22%
10
13%
5 10%
6%
0
Colgate total Colgate Colgate Colgate Colgate Other
12 maxfresh cibaca active salt sensitive
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)
68%
70
60
50
40
30
15%
20
10 11%
0 6%
T.V
Magazine
Radio
Billboard
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)
60
48%
50
40
30
20%
20 15% 17%
10
0
Price off Free sample Coupons Others
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)
6% 7% Highly satisfied
24%
Satisfied
23%
Neutral
Dissatisfied
40% Highly 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
28%
Yes
No
72%
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
64%
70%
60%
50%
36%
40% Percentage Total ( % )
30%
20%
10%
0%
Yes No
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)
40%
35% 34%
31%
30%
25% 24%
20%
15%
10% 7%
5% 4%
0%
Strongly agree Agree Neutral Strongly disagree Disagree
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.a (This chart shows that respondents are how much agree that advertisement of
35%
30% 29%
26%
25%
20% 19%
17%
15%
9%
10%
5%
0%
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: 5.10.b (This chart shows that respondents are how much agree that they heard good
words about Colgate toothpaste)
32%
35
30 25%
25 19%
17%
20
15
7%
10
5
0
Strongly agree Agree Neutral Strongly Disagree
disagree
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% Strongly agree

26%
Agree
19%
Neutral
16% Strongly disagree
Disagree
26%
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
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
40% 38%
28%
20% 10%
12%
12%
0%
Strongly Agree
agree Neutral
Strongly
disagree Disagree
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)
14% 9%
15% Strongly agree

34% Agree
Neutral
Strongly disagree
28%
Disagree
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
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
35%
30% 30% 29%
25%
20%
16%
15% 14%
11%
10%
5%
0%
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)
8%
11% 18%
Strongly agree
Agree
Neutral
Strongly disagree
24% Disagree
39%
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)
80%
74%
70%
60%
50%
40%
30% 26%
20%
10%
0%
Yes No
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 Colgate Colgate Colgate Colgate Other

total 12 maxfresh cibaca active salt sensitive
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)
14
12
10
18-25
8
25-35
6
35-50
4
Above 50
2
0
Colgate Colgate Colgate Colgate Colgate Other
total 12 maxfresh cibaca active salt sensitive
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? With
Occupation
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)
45
40
35
30
25 Yes
20
No
15
10
5
0
Businessmen Government Housewives Student
Employed
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 max fresh 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 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.


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

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 1

Chapter:1 Industry Profile

1.1 INTRODUCTION TO FMCG SECTOR:

FMCG INDUSTRY ECONOMY:

COMMOM FMCG PRODUCTS:

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 2

MARKET POTENTIONAL of FMCG INDUSTRY:

LEADING FMCG COMPANIES:

1.2 FMCG INDUSTRY IN INDIA, SCOPE AND GROWTH

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 3

1.3 Brief History of Toothpaste:

1.4 Toothpaste Industry Overview:

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 4

Penetration% 50% 75% 39%

a) The Toothpaste market:

Toothpaste market in value (in Rs. crs.)

Period Urban + Rural Urban Rural

Toothpaste market in volume (in tones)

Market volume trends Urban + Rural Urban Rural

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 5

Value - Zone Wise (in Rs. crs.)

North zone East zone West zone South zone

Apr-Mar06 486 335 543 645

Value - Town Wise (in Rs.crs.)

Total market value Town class Metro Class 1 Others

c) Segments in the Industry:

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 6

ii) Low Price Point Segment:

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

Company Share (Value)

Period Colgate Palmolive HLL Dabur

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 7

i. Colgate – the dominance continues

ii. Tremendous brand equity:

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 8

iii. HLL – the challenger:

Current Brand portfolio: HLL

iv) Dabur – Growth through acquisition

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 9

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 10

Chapter:2 Introduction to Colgate

2.1 History of Colgate company:

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 11

 Colgate Palmolive milestone:

• Toothpaste was launched in 1873

• Colgate and Palmolive-Peet merge, forming Colgate-Palmolive-Peet Company in

• The company moved into India in 1937

• Palmolive dishwashing liquid is introduced in 1966

 Colgate Palmolive milestone in India:

• 1949: launch tooth powder and toothbrush

• 1950: Palmolive shave cream

• 1976: launch program me ―young India.‖

• 1989: Palmolive extra care soap launched.

• 2003: launch oral health month program

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 12

2.2 Introduction of Colgate Palmolive Ltd:

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

NAVNIRMAN INSTITUTE OF MANAGEMENT Page 13