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A PROJECT REPORT ON Brand Promotional Activity Name of the organization Colgate – Palmolive Ltd. UNDER THE GUIDANCE OF Prof. Nilesh kulkarni Sinhgad Institute of Business Management Mumbai SUBMITED BY Mr. Ankur B. Lad Roll No: 08 Specialization: Marketing 2253291-2947 SINHGAD INSTITUTE OF BUSINESS MANAGEMENT, PLOT NO. 126, MAHADA COLONY CHANDIVALI, MUMBAI – 400072 Declaration I, Ankur Balubhai Lad student of Master of Management studies, hereby declare that I have successfully completed this Project on Market Research in academic year 2010-2012. The information incorporated in this project is true and original to the best of my knowledge. ACKNOWLEDGEMENT: I would like to express my gratitude towards ALLIGES MARKET SOURCE for giving me an opportunity to conduct this research and a special thanks to Miss Reshmi B, Mr. Manish Mishra and Mr. Mukesh Tripati for their guidance throughout the activity. I would also like to thank Prof. Nilesh kulkarni for guiding me throughout my entire project. My project was completed in a very supportive and interactive environment and has been great learning experience. ----ANKUR B LAD INDEX S. No.CONTENTSPageNo.1Executive Summery of project42Company profile5-73History of colgate Palmolive9-124Objective and scope of the project135Research Methodology14-186Colgate palmolive global vision,mission.197About colgate Palmolive product profile20-228Information on tooth sensitivity24-259About colgate sensitive pro relief toothpaste &toothbrush26-299Promotional activity tool3010Competitor’s Analysis318Market positioning for colgate sensitive pro relief32-339Data Analysis and Interpretation34-3510Finding and conclusion36-3711Biblography38 EXECUTIVE SUMMARY: colgate Palmolive is a well reputed company with a large series of its well known products having different varities in terms of flavor. Colgate is one of the most prominent products of colgate palmolive . Here in my project I have going to introduce a colgate sensitive pro relief which is specially prepared for sensitive teeth. I have aim is to promotion and giving information about the product and also showing them demo practically. As colgate company believes that quality is our product,there for I have designed here product according to specific quality standards. But colgate sensitive pro relief by colgate Palmolive is now planning to target hyper sensitive or sensitive teeth person. It is an gums cooling toothpaste and gives instant relief and ultra softness toothpaste which is specially manufactured for sensitive teeth. The company competitive edge is best quality gums cooling paste with new pro arginine technology which contains potassium nitrate,arginine. This will distinguish colgate product from their competitors. Colgate sensitive pro-relief toothpaste and toothbrush will be a high priced and high quality pastes and brush whose price corresponding substantially with its quality. As I know that colgate is the market leader in oral hygiene. I will expand colgate market with the time. The company try to increase their net profit more than 23% of the sales by the end of 2010. COMPANY PROFILE: Company name colgate Palmolive Ltd. Date of Establishment 1937 Revenue 347.188 (USD in Millions ) Market Cap 111160.5286158 (Rs. In millions) Corporate Address Colgate Research Centre,Main Street Hiranadani Gardens Powai Mumbai-400076, Maharashtra WWW.colgate.co.in Management Details Chair person - J Skala MD – R D Calmeyer Directors – Derrick Samuel, J K Setna, J Skala, K V Vaidyaanathan, M A Elias, P K Ghosh, R A Shah, V S Mehta Business Operation Household &Personal Products Background Colgate-palmolive is Rs 1.300 crore company started in year 1937. In Rs 2,400 crore domestic market it enjoys 50% of markets share. It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets. Financials Total Income – Rs 20606.60 Million ( year ending Mar 2010) Net Profit – Rs 4232.60 Million ( year ending Mar 2010) Company Secretary K V Vaidyanathan Colgate Palmolive is one of the leading companies in india in the FMCG industry segment. Colgate Palmolive is the subsidiary of colgate Palmolive Ltd., New York which is the parent company. Colgate Palmolive is a foreign - based public limited company. The company is in business of consumer products for more than 100 years. In india it is the numerouno brand. The principles of governance of the colgate Palmolive : ,[object Object]

The board aims on the key commercial priorities and the development of leadership

Opening the communication between the directors and management

Formulation of policies to guide good governance and integrity of the business

The Board and audit committee supervises the integrity of the financial statement

It is the responsibility of the colgate Palmolive people to provide good governance

With the continuous improvements the governance become better

Good governance thrives from continuous improvement.The board of Directors of the colgate Palmolive : ,[object Object]

J. K. Setna, DirectorThe management body of the colgate Palmolive : ,[object Object]

Moses A. Elias, Executive Vice President & Chief Financial Officer

Prabhaparameswaran, Vice - President – Marketing

K. V. vaidyanathan, Vice President, Legal & Company Secretary

Debashish roy, Vice President, H. R

Shekarbaratwaj, Vice President, Sales

Arun kumar Pande, Vice President, I. T

SuredraManek, Director, Research & Technology centerCOMPANY HISTORY: In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap and candle factory on Dutch Street in New York City under the name of quot;
William Colgate & Companyquot;
. William Colgate in 1833 suffered a severe heart attack stopping his business from selling. But after a couple of years of recovery he continued with his business. In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was reorganized as quot;
Colgate & Companyquot;
under the management of Samuel Colgate, his son, who did not want to continue the business but thought it would be the right thing to do. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs. By 1908 they initiated mass selling of toothpaste in tubes. His other son, James Boorman Colgate, was a primary trustee of Colgate University (formerly Madison University). In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it - quot;
Palmolivequot;
. At the turn of the century Palmolive, which contained both palm and olive oils, was the world's best-selling soap. Extensive advertising included The Palmolive Hour, a weekly radio concert program which began in 1927 and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Missouri-based soap manufacturer known as Peet Brothers merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 quot;
Peetquot;
was dropped from the title, leaving only quot;
Colgate-Palmolive Companyquot;
, the current name. Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. But that didn't stop colgate. In the beginning of television, quot;
Colgate-Palmolivequot;
wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors. George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring. In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products. In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970. Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India. In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated with diethylene glycol, and several people in eastern U.S. reported experiencing headaches and pain after using the product. The tainted products can be identified by the claim to be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in the United States) and the tubes/packaging contain numerous misspellings on their labels. Colgate-Palmolive claims that they do not import their products from South Africa into the United States or Canada and that DEG is never and was never used in any of their products anywhere in the world. The counterfeit products were found in smaller quot;
mom and popquot;
stores, dollar stores and discount stores in at least four states. For the past 33 years the colgate Palmolive company has sponsored a non- profit track meet open to women of all ages. This event is called the colgate women`s Games. The colgate women`s Games is the nation`s largest amateur track series open to all girs from elementary school through college. Our goal is to provide an athletic competition that helps the participating young girls and women develop a strong sense of personal achievement and self- esteem. Introduction: Colgate Palmolive is a $10.6 billion global company serving people in more than 200 countries and territories with consumer products that make lives healthier and more enjoyable. The company focuses on strong global brands in its core businesses – oral care, personal care, home care, and pet nutrition. Colgate is delivering strong global growth by following a tightly defined strategy to increase market leadership positions for key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodorant/antiperspirants, dishwashing detergents, households cleaners, fabric conditioners and specialty pet food. COLGATE PALMOLIVE INDIA: Headquarter in Mumbai. Annual Turnover around 1100 crs. Market leaders in oral care. Colgate consistently won india no 1 brand of the year award from last three years. Colgate ranked among best employer in india. Customer base of more than 8 lacs retailers. Serviced by company field force, more than 1800 stockiest & super stockiest & their field force. Colgate is the brand that people trust, for complete oral care protection for themselves and ones they love. OBJECTIVE OF THE PROJECT: ,[object Object]

Made an attempt to promote and increase the sales of colgate sensitive pro relief toothpaste in the area.

To study and analyze the opinion of consumer.

To find out actual potential for colgate sensitive Pro relief toothpaste in andheri.Scope of the study: The scope of the study revealed overall consumer response over colgate sensitive pro relief toothpaste.That will help to study SWOT ANALYSIS and according to which necessary changes could be implied. The study carried out in andheri star bazzar so, its scope is mainly limited to andheri star bazzar. ,[object Object]

It gives information about how many consumer using competitor`s products.

It provides suggestions to to company to improve their products sales.RESEAECH METHODOLOGY: Research Design Followed: Descriptive Research is the research method used because descriptive studies embrace a large proportion of market research. The purpose is to provide an accurate snapshot of some aspect of the market environment. Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, who, what, where, when, why, and how aspects of the research should be defined. Descriptive & diagnostic Market Research: The focus of descriptive research is to provide an accurate description for something that is occurring. For example, which group is buying a particular brand, a product’s market share within a certain industry, how many competitors a company faces, etc. This type of research is by far the most popular form of market research. It is used extensively when the research purpose is to explain, monitor and test hypotheses, and can also be used to a lesser extent to help make predictions and for discovery. Marketers routinely conduct basic descriptive research using informal means. For instance, the head of marketing of Colgate Company may email a retailer to see how the products are selling. But informal descriptive research, while widely undertaken, often fails to meet the tests of research validity and reliability and, consequently, the information should not be used as an important component in marketing decisions. Rather, to be useful, descriptive research must be conducted in a way that adheres to a strict set of research requirements to capture relevant results. This often means that care must be taken to develop a structured research plan. Under most circumstances this requires researchers have a good grasp of research methods including knowledge of data analysis. Data collection technique The primary and secondary techniques of data collection were used to collect the data. a) Primary technique of data collection:Primary data is that type of data which includes the first hand information which is being collected from the respondent through observation or direct communication with the respondent in one form or the other. Source of Primary data collection: ,[object Object]

Discussion with some concerned people.Here the major source used for primary data collection is Questionnaire. Here in this research the structured questionnaire prepared and mall customers were asked to fill it individually. A structured questionnaire is type of questionnaire, which includes closed ended questions and is in structured and printed format. b) Secondary data collection technique: Secondary data means the data that are already available i.e. they refer to the data which have already been collected and analyzed by someone else. Secondary data has been taken from the company booklets, information manual, website etc. this has been used to know about the organization, market share of the organization, sales policy. SAMPLING DESIGN: Population: In statistical usage the term population is applied to any finite or infinite collection of individuals. Population means the aggregate of element from which a sample is to be drawn, in the case of this project it covers walk in customers in Korum Mall at star bazzar for the survey and it is a Non-Probability Sampling. Sampling Unit: It means whom to be surveyed. In this project, samples were taken from different types of customer as children, young, old, etc form Thane city which randomly selected. Here sampling unit is a General public of toothpaste user. Sample size: During the project 3000 numbers of customers were interviewed as a sample size. Sampling Technique: Random sampling technique has been used to select the sample. A Simple random sample is a group of subjects chosen from a larger group (population). Each subject from the population is chosen randomly and entirely by chance, such that each subject has the same probability of being chosen at any stage during the sampling process. Sampling errors: There were no such issues or error in sampling as everyone was keen to know about their sensitivity. Source and method of data collection: Data includes facts and figures, which are required to be collected from customers to achiever the objectives of the project which is used to determine the present position and expectation of customer from this brand. ,[object Object],ANALYSIS AND STATISTICAL TECHNIQUE USED: Types of data analysis techniques used in the project: The entire analysis of data was done with the aid of Microsoft Excel spread sheet programming. The diagrammatic representation of the data was done through Microsoft Word. ,[object Object],Limitation of the study: ,[object Object]

Selective specialization: Only medicated paste of Colgate Sensitive Pro Relief was covered under project survey.

Time constraint:: As this was part of syllabus and time is of only 2 months to get the feedback from a large city of Thane as due to time constraint large number of sample size was not possible.

Approach: Some walk in people in mall was not entertaining the Questionnaire, so it is not possible to get perfect perception of interviewee.COLGATE PALMOLIVE GLOBAL VISION AND MISSION: GLOBAL VISION Be the innovative leader with our brands every day in every home. Our Mission ,[object Object]

The company care about its people, consumers, shareholders and business partners.

Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences.

Colgate is committed to getting better every day in all that it does.

By better understanding consumers and customers expectations and continuously working to innovate and improve products, services and processes.

Colgate will become the best.LINES OF BUSINESS IN INDIA ,[object Object]

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