colgate project10.12
TRANSCRIPT
A STUDY ON
CONSUMER USAGE AND SATISFACTION
REGARDING COLGATE TOOTHPASTE
IN CHINNAMANUR TOWN
A Report Submitted to Madurai Kamaraj University in Partial fulfillment
Of the Requirement for the Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION
By
DINU DENNIS
[Reg.No : A9218162]
Under the Guidance & Supervisor of
Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd
DEPARTMENT OF BUSINESS ADMINISTRATION
Hajee Karutha Rowther Howdia College,
[Accredited with ‘A’ Grade by NACC]
Uthamapalayam – 625 533.
FEBRUARY – 2012
Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd
Lecturer in Business administration
Department of Business administration,
Hajee Karutha Rowther Howdia College,
Uthamapalayam – 625 533.
CERTIFICATE
This is to certify that “A study on Consumer usage and Satisfaction Regarding colgate in
chinnamanur town” submitted to Madurai Kamaraj University, Madurai – 21 in partial
fulfillment of the requirement for the award of Degree Bachelor of Business
Administration is a genuine work done by DINU DENNIS[Reg.No : A9218162]under
my supervision and Guidance.
Head of the Department Faculty Guide
Viva-Vorce examination was conducted on ……………… at Hajee Karutha
Rowther Howdia College, Uthamapalayam – 625 533.
External Examiner
DINU DENNIS
Bachelor of Business Administration
Department of Business Administration
Hajee Karutha Rowther Howdia College,
Uthamapalayam – 625 533.
DECLARATION
I, DINU DENNIS, Reg.No: A9218162, declare that the “A Study on Consumer Usage
and Satisfaction Regarding Colgate toothpaste in chinnamanur town” submitted for the
Degree of Bachelor of Business Administration is my genuine work done to the extend
my knowledge.
Date : Signature,
Place : Uthamapalayam [DINU DENNIS]
ACKNOWLEDGEMENT
First of all I wish to thank Hajee M.SHEIK MOHIDEEN, President of our
College.
Our Sincere thanks to Hajee.DHARVESH MOHIDEEN, B.Sc., Secretary and
Correspondent of our College, who gave me a good life through admitting in our college.
I take this as a get great opportunity to express my heartful thanks to the
management committee and our principal Hajee.DR.M.HOWDH MOHIDEEN, M.A.,
M.Phil., Ph.D.,
I would also like to express my sincere thanks to Associate professor and Head of
the department MR.A.ABDUL HAKEEM,M.A.,M.Phil.,Ph.D., department of Business
Administration who encouraged me to do this report.
I also thank to my guide Mr.S.FAIZ AHAMED M .Com.,M.Phil.,PGDCA.,
P.hd, who gave me this valuable guidance and helped me to finish this project report
successfully.
I also thank all the staff members of the department of business administration
for their support in completing this project.
I also express my thanks to my parents and Friends who helped me to complete
this project. I also thank all the faculty of department of the business Administration for
their support in completing this project.
DINU DENNIS
(Reg.No : A9218162)
CHAPTER-I
INTRODUCTION
Every business organization big or small has its own sets of problems.Sometimes
they enjoy advantages over others; sometimes they also have to bear the heat of the
competition.They are not above the ups and downs of the business.
Colgate Palmolive is the world leader in oral care industry.They cater the need of
different segments by offering innovative products.
In 1806, William Colgate, himself a soap and candle maker, opened up a starch,
soap and candle factory onDutch Street in New York City under the name of "William
Colgate & Company". 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 "Colgate &
Company" 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.
[4] By 1908 they initiated mass selling of toothpaste in tubes. His other son, James
Boorman Colgate, was a primary trustee ofColgate 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 - "Palmolive".[5] 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 "Peet" was dropped
from the title, leaving only "Colgate-Palmolive Company", 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, "Colgate-Palmolive" 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.[6]
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
experiencingheadaches and pain after using the product.[7]
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 counterfeitproducts
were found in smaller "mom and pop" stores, dollar stores and discount stores in at least
four states.[8]
In 1890, Madison University in New York State was re-named Colgate
University in honor of the Colgate family following decades of financial support and
involvement.[9]
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 girls from
elementary school through college. Held at Brooklyn's Pratt Institute, competitors
participate in preliminary meets and semi-finals over five weekends throughout January.
Finalists compete for trophies and educational grants-in-aid from Colgate-Palmolive
Company at New York City's Madison Square Garden in February.
The Ethical Consumer Research Association once recommended that its readers
do not buy Colgate because of its use of animal testing, though this is no longer the case.
Ethiscore.org has rated Colgate a 5.5 out of a possible 20.[10] However, the company has
made important steps and according to PETA "in March 1999, Colgate-Palmolive
established a moratorium on animal testing for adult personal care products (this includes
deodorants, shampoos, fragrances, and shaving creams)."[11]
Colgate-Palmolive, as a successor to The Mennen Company, is one of about 300
companies held potentially responsible for hazardous wasteat
the Chemsol federal Superfund site in Piscataway, New Jersey.[12] Their involvement in
this site may have contributed to the contaminationof an estimated 18,500 cubic yards
(14,100 m3) of soil with volatile organic compounds (VOCs), PCBs, and lead off-site.
A proposed $23 million agreement with the government and state of New Jersey
would require Colgate-Palmolive and the other involved companies to pay for the
cleanup of this hazardous waste that is contaminating the soil as well as the groundwater.
[13] The company completed a LEED Silver certified manufacturing plant in Morristown,
Tennessee in March 2008 which was the first of its kind in the U.S.[14]
CHAPTER-2
COMPANY PROFILE
Date of Establishment 1937
Revenue 519.713 ( USD in Millions )
Market Cap 138733.07226255 ( Rs. in Millions )
Corporate Address Colgate Research Centre,Main Street,Hiranandani
Gardens PowaiMumbai-400076, Maharashtra
www.colgate.co.in
Management Details Chairperson - D Samuel
MD - M V Deoras
Directors - D Samuel, J K Setna, J Skala, K V
Vaidyanathan, M A Elias, M V Deoras, Niket S
Ghate, P K Ghosh, PE Alton, R A Shah, R D
Calmeyer, V S Mehta
Business Operation Household & Personal Products
Background Colgate-Palmolive is Rs1,300 crore company started
in year 1937.In Rs2,400 crore domestic market it
enjoys 50% of market share.It spread across 4.5
million retails outlets out of which 1.5 million are
direct outlets.
The Company is having four wholly owned
subsidiaries namely Colgate-Palmolive (Nepal
Financials Total Income - Rs. 23273.587 Million ( year ending
Mar 2011)
Net Profit - Rs. 4025.833 Million ( year ending
Mar 2011)
Company Secretary Niket S Ghate
Bankers
Auditors Price Waterhouse
Colgate-Palmolive Company
Type Public
Traded as NYSE: CL
S&P 500 Component
Industry Consumer goods
Founded 1806
Headquarters New York City, New York,United States
Area served Global
Key people Ian M. Cook, CEO
Revenue US$ 15.5 billion (2010)[1]
Operating income US$ 3.4 billion (2010)[1]
Net income US$ 2.2 billion (2010)[1]
Total assets US$ 11.1 billion (2010)[2]
Total equity US$ 2.6 billion (2010)[2]
Employees 39,200 (2011)
Website www.colgate.com
Colgate-Palmolive is Rs1,300 crore company started in year 1937.In
Rs2,400 crore domestic market it enjoys 50% of market share.It spread across 4.5
million retails outlets out of which 1.5 million are direct outlets.
The Company is having four wholly owned subsidiaries namely Colgate-
Palmolive (Nepal) ,Multimint Leasing & Finance and Jigs Investments and Passion
Trading & Investment Company.
In November 2007, it acquired a 75% equity interest in Advanced Oral Care
Products, Professional Oral Care Products and SS Oral Hygiene Products, the
company is the fastest growing and one of the oldest company catering to the
personal care products. The company is regularly coming up with new products and
has been a consistent financial performer.
In July 2009, the Bombay High Court sanctioned the amalgamation of both
subsidiaries of the company - Advanced Oral Care Products, Goa and Professional
Oral Care Products, Goa.
In March 2010, Colgate Palmolive (India) has acquired the remaining 25% of
stake in CC Health Care Products from the local shareholders at an aggregate price
of Rs 69.07 lakh. Colgate already has 75% stake in CC Health, which is engaged in
the manufacture of toothpowder at Hyderabad.
Products
Oral care-Under this segment the company offers product like toothpastes, toothbrush, tooth powder & tooth whitening products.
Personal care -In this segment it offer products skin care, hair care ,body
wash ,& shaving creams
Household care-Under this segment it has launched brand AXIOM-a dish
washing paste.
From the Dentist - New products line introduced by the company under
which it provides products like Gingivitis Treatment, Colgate Sensitive treatment,
Tooth Whitening, Fluoride Therapy, Mouth Ulcer Treatment, Specialty Cleaning.
It has also introduced new products namely colgate dental floss,ORAGARD-
B a mouth ulcer cream etc.
In 2011 Colgate-Palmolive (India), the market leader in oral care, has
introduced Colgate 360° Surround - a ground-breaking and innovative toothbrush
with a unique head.
Milestone
In 2003 Colgate was ranked as India’s Most Trusted Brand across all
categories by Brand Equity’s Most Trusted Brand Survey for four consecutive years
from 2003 to 2007.Colgate was also rated as the number one brand by the A&M –
MODE Annual Survey for India’s Top Brands for eight out of nine years during the
period 1992 to 2001.
In 2011 Colgate-Palmolive (India), the market leader in oral care, in
association with the Indian Dental Association (IDA) achieved the Guinness World
Records™ for ‘maximum number of dental check-ups’ in a single day (multiple
venues).
The main objectives of this study is to find the new potential retail outlets and
rearranging the whole chinnamanur distribution and also study the wholesale market in
detail on the various basis and also findout the ways to reduce the involvement of
wholesalers in distribution channel.
Competitors
CompanySales
(Rs.Million)
CurrentPrice
Change (%)
P/E Ratio
MarketCap.
(Rs.Million)
52-WeekHigh/Lo
w
Hindustan
Unilever194011.10 390.80 0.72 31.99 844212.08 420/265
Dabur India 32643.70 98.15 -0.61 33.93 171248.51 122/90
Godrej
Consumer Prod23951.63 446.90 0.09 25.90 144110.87 464/327
Colgate Palmol.
(I)22205.58 1013.05 -0.85 32.28 138733.07 1084/797
Marico 23468.70 161.75 -1.13 26.22 99820.86 173/112
Godrej
Industries10588.30 203.00 1.88 35.69 64525.50 236/155
Gillette India 10568.60 1980.25 -0.63 103.63 63867.032315/148
7
P&G Hygiene 10018.99 1894.55 0.59 36.67 61802.002173/146
0
Emami 12023.80 380.00 2.74 25.53 57044.53 545/321
Nirma 32466.50 255.65 0.06 31.66 40684.72 259/214
Bajaj Corp 3586.73 115.55 1.81 15.04 16984.63 132/73
Jyothy
Laboratories6455.14 177.00 1.99 18.09 14070.28 254/125
Reckitt
Benckiser17901.19 246.25 0.00 2.78 8104.87 0/0
Amar Remedies 5780.12 152.30 1.06 10.23 3976.95 155/80
Fem Care
Pharma1074.71 980.05 -1.40 18.50 3458.99 1010/980
Rayban 585.42 136.35 0.00 16.15 3336.88 137/135
Henkel India 4501.72 27.45 -0.54 10.12 3260.72 50/20
Parikh Herbals 5.57 96.25 4.39 0.00 922.00 0/0
JHS Svendgaard 854.15 43.80 1.51 0.00 750.20 92/27
JL Morison
India1009.54 383.45 5.00 0.00 498.51 375/255
MFL India 759.47 10.75 5.91 125.75 387.31 17/8
GKB
Ophthalmics253.82 37.25 4.93 24.07 145.38 50/25
Pee Cee Cosma
Sope268.21 46.50 -0.64 195.32 123.05 92/40
Guj. Meditech 2.82 17.95 3.76 444.39 71.10 70/6
Paramount
Cosmetics430.73 10.81 4.95 3.49 52.48 27/10
Muller & Phipps
(I)122.01 75.40 4.79 5.71 44.97 103/62
Ador Multiprod 106.81 15.11 -4.25 63.12 39.77 31/13
Velvette Intl.
Phar9.21 3.10 0.00 0.00 15.29 0/0
Ideal Optics 34.30 2.67 4.71 55.13 12.13 3/3
Synergy
CosmeticsNA 1.11 4.72 300.60 12.02 2/
Corporate Address:
Consumer Affairs: 1-800-225599
Head Office: 91-22-67095050
Colgate-Palmolive (India) Limited
Colgate Research Centre,
Main Street, Hiranandani Gardens,
Powai, Mumbai - 400 076.
CHAPTER-3
PRODUCT PROFILE
NAME OD THE PRODUCTS:
Colgate Total® Advanced
Combines the proven 12-hour germ-fighting formula of Colgate Total® with an
advanced cleaning silica system to help maintain a dentist-clean feeling.
Products
Colgate Total® Advanced Whitening
Colgate Total® Advanced Clean
Colgate Total® Gum Defense
Colgate® Optic White™
Uses a unique technology with hydrogen peroxide to make it easier to achieve visible
whitening every day.
Products
Colgate® Optic White™ Toothpaste
Colgate Total®
Delivers 12-hour germ-fighting protection to help prevent many common oral health
conditions.
Products
Colgate Total® Enamel Strength
Colgate Total® Whitening Paste
Colgate Total® Mint Stripe
Colgate® Sensitive Pro-Relief™
Clinically proven to relieve sensitivity faster vs. a leading sensitivity toothpaste within 2
weeks. Lasting pain relief with continued use.
Products
Colgate® Sensitive Pro-Relief™ Original
Colgate® Sensitive Pro-Relief™ Gentle Whitening
Colgate® Max Fresh®
Wipe out bad breath with our freshest line of minty, cool toothpastes.
Products
Colgate® Max White® with Mini Bright Strips
Colgate Max Clean™ with SmartFoam™
Colgate® Max Fresh® with Mini Breath Strips
Colgate® Luminous™
Reinforces enamel layers to help protect against stains and yellowing that occur over
time.
Products
Colgate® Luminous™ Crystal Clean Mint
Colgate® ProClinical™ White
Provides professionally inspired, clinically proven results.
Products
Colgate® ProClinical™ White Paste
Colgate® ProClinical™ Gel
Colgate® Sensitive
Provides clinically proven, everyday protection from painful sensitivity.
Products
Colgate® Sensitive Multi Protection
Colgate® Sensitive Enamel Protection
Colgate® Sensitive Whitening
Colgate® 2in1
Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher
smile.
Products
Colgate® 2in1 Oxygen Whitening
Colgate® 2in1 Whitening
Colgate® 2in1 Icy Blast
Colgate® Sparkling White
Clinically proven, stain protection formula for sparkling, healthy white teeth with two
unique flavors.
Products
Colgate® Sparkling White Mint Zing
Colgate® Sparkling White CinnaMint
Colgate® Cavity Protection
Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh
feeling.
Products
Colgate® Cavity Protection Great Regular Flavor
Colgate® Baking Soda and Peroxide Whitening Bubbles
Refreshes and cleans for whiter teeth. Removes stains, protects against tartar and fights
cavities.
Products
Colgate® Baking Soda and Peroxide Whitening Bubbles Whitening Brisk Mint® Paste
Colgate® Baking Soda and Peroxide Whitening Bubbles Frosty Mint Striped™ Gel
Colgate® Tartar Protection with Whitening
Fights tarter for whiter teeth. Removes stains and fights tartar build-up for a brighter
smile.
Products
Colgate® Tartar Protection Whitening Crisp Mint Paste
Colgate® Tartar Protection Whitening Cool Mint Gel
Kids' Toothpastes
Designed to make brushing enjoyable so your children will develop great habits for life.
Products
Colgate® Dora the Explorer™
Colgate® SpongeBob™ SquarePants
Colgate® 2in1
Ultrabrite®
Cleans and removes surface stains so your teeth look and feel clean and smooth.
Products
Ultrabrite® Advanced Whitening
Ultrabrite® Baking Soda and Peroxide Whitening
Colgate® Triple Action™
Cavity protection, whitening and breath freshening for the whole family.
Products
Colgate® Triple Action™ Original Mint
For Dental Professionals
Patient and professional education materials, including videos, handouts, product
information and articles.
ColgateProfessional.com
For Teachers
Free oral health care videos and classroom educational materials.
ColgateBSBF.com
Colgate Kids
Oral health care information specific to the changing needs of children; plus product
details and educational games.
CHAPTER-4
OBJECTIVES OF THE STUDY
A project will haywire if it does not have its objective clear. If one knows the
whole only then the right path can be decided and with disciplined work and positive
attitude achieving this objective will be a catwalk.
Therefore, we also set down the objectives before starting the project which are as follows.
1. Study of usage of colgate tooth paste in detail.
2. Study the performance of Colgate Palmolive Brands in market.
3. To study their customer base and also their customer retention strategies.
4. How can Colgate make the involvement and use?
5. How to minimize the problem through survey?
6. How to promote the product in market?
7. Find out new potential retail outlets for expansion of the business.
8. Also take part in rearranging the whole chinnamanur distribution of Colgate Palmolive
CHAPTER-5
RESEARCH METHODOLOGY
Development of research procedures is another important step in the market
research process. Research Design is actually the blue print specifying every stage of
action in the course of research.
Features Of Research Design: -
The design was formulated to be a flexible so that changes can be adapted in the
execution of the research. Care was taken to minimize the bias at every stage since any
research work made untrue information would turn out to be unreliable or worthless.
Effort has been taken to collect as many information as possible through the
questionnaire so that elaborate analysis can be carried thereafter. The design was closely
linked with the objectives set earlier, so that the essence of the information collected and
analyzed does not get diluted.
Methods Of Data Collection:-
Sources Of Data:
A. Secondary data
1. Internal sources
Company records
Annual reports
2. External sources
Web pages of organizations and journals
Newspapers
Magazines
B. Primary data
Data required for the study is collected first hand from the consumers.Tools for
data collection.
Questionnaire Based Interview Method:
The questions are crafted in a way to generate as many information as possible
with minimum effort on respondent s part.
Type Of Questions Used:
Open ended
Close ended
Multiple choices
Sampling:
The sample size for for the customer s was 50 consumers.The samples were
selected randomly to ensure unbiased information. The samples were selected from all
over the city.
Analysis Methods And Tools:
The entire analysis of data was done with the aid of Microsoft Excel spreadsheet
programming. The diagrammatic representation of the data was done through this
software.
CHAPTER-6
TABLE-1
SUGGESTION
First try to cover the retailers from rural and slum areas. Try to calculate every
wholesalers average purchase pattern and keep ongiving good services to high potential
wholesalers. try supply more quantity of secondary brands .
Try to give specific target for wholesalers market and retail market according with
the market potential. Cover the retailers from newly developing and upcoming
boundaries and areas of city. Use more and more POP material at wholesalers counter
and also distribute to the retailers for increasing sale of secondary brands
If we try cover the marginal account then first for few month try give them
financial support by way of easy credit terms .keep regular eye on the distributor because
they are selling and supplying the products other than there territory or city. Because of
the big target. Uses some of the mechanisms which are used by wholesalers such as
regular product availability, good constant service try create personal relation ship with
every wholesaler. Try to promote secondary brands in market first by huge promotion
technique because when the primary demand will create then and then only sale will
increase. While launching new product do not give specific slabs for purchase.
For attracting and retaining high potential wholesalers arrange some entertaining
programs and distribute some prices to them. Colgate is having high brand equity as
compare to other brand and it is market leader with high market share as per market data.
Hence Colgate should adopt an offensive strategy to defend its market share in changing
scenario. It can go for an acquisition of small brand for increase the current price up to
certain level at which the chances of switching over brands is minimum.
LIMITATIONS
Nothing is perfect in this world. The last perfect person was crucified to the cross.
This project is not an exception to this rule.
Following are the limitations of the project:
i. The study is made on the responses to the questionnaire framed.
ii. Though utmost care has been taken, the views expressed by the sample may not
represent the views of the population at large.
iii. Sometimes due to lack of time the respondent may not have given reliable
information.
iv. Some respondents did not see the project important so they gaveexaggerated
information that had to be manipulated.
CONCLUSIONS
We can say that secondary brands like Colgate gel, herbal, Palmolive
range are lacking behind because of poor promotions.
Toothbrush of Colgate is doing good business because of increase in
margins Wholesalers replied that they can get products much lower rate then
distributor but for service and relation they purchase from distributor.
Lot of wholesalers passes on scheme to retailers who have idea about it
and also on the reliability of retailers.
Lot of wholesalers gives good treatment to local manufacturer because of
huge margins and regular availability.
BIBLIOGRAPHY
WEBSITE
www.colgate.co.in
WWW.wikiepedia.com
www.colgateoralcare.com