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Transcript of 120635391-COLGATE
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1. Introduction2. Objectives3. Hypothesis4. Company Profile5. Research Methodology6. Data Analysis and Interpretation7. Verification8. Findings9. Conclusion10. Suggestion11. Limitations12. Bibliography13. Appendix
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INTRODUCTION
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INTRODUCTION
Market share is the percentage of a market (defined in terms of either units or
revenue) accounted for by a specific entity." In a survey of nearly 200 senior
marketing managers, 67 percent responded that they found the "dollar market
share" metric very useful, while 61% found "unit market share" very useful.
Increasing market share is one of the most important objectives of business. The
main advantage of using market share as a measure of business performance is that
it is less dependent upon macro environmental variables such as the state of the
economy or changes in tax policy. However, increasing market share may be
dangerous for makers of fungible hazardous products, particularly products sold
into the United State market, where they may be subject to market share liability.
MEANING:
Market share is a key indicator of market competitivenessthat is, how well a
firm is doing against its competitors. "This metric, supplemented by changes in
sales revenue, helps managers evaluate both primary and selective demand in their
market. That is, it enables them to judge not only total market growth or decline
but also trends in customers selections among competitors. Generally, sales
growth resulting from primary demand (total market growth) is less costly and
more profitable than that achieved by capturing share from competitors.
Conversely, losses in market share can signal serious long-term problems that
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require strategic adjustments. Firms with market shares below a certain level may
not be viable. Similarly, within a firms product line, market share trends for
individual products are considered early indicators of future opportunities orproblems."
DEFINITION: A percentage of total sales volume in a market captured by a
brand, product, or company.
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INTRODUCTION OF TOPIC
This project is concerned with the Market Share Of Colgate Tooth powder In
Gondia.
Colgate-Palmolive Company is an American multinational consumer products
company focused on the production, distribution and provision of household,
health care and personal products, such as soaps, detergents, and oral hygiene
products (including toothpaste and toothbrushes). Under its "Hill's" brand, it is
also a manufacturer of veterinary products. The company's corporate offices are on
Park Avenue in Midtown Manhattan, New York City.
Today, Colgate has numerous subsidiary organizations spanning 200 countries, but
it is publicly listed in only two, the United States and India. Colgate Palmolive
India ltd. is a 51% subsidiary of Colgate Palmolive Company, USA. It is the
market leader in the Indian oral care market, with a 51% market share in the
toothpaste segment, 48% market share in the toothpowder market and a 30% share
in the toothbrush market. The company also has a presence in the premium toilet
soap segment and in saving products, which are sold under the Palmolive brand.
Other well-known consumer brand includes Charmis skin cream and Axion dish
wash.
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The company s strategy s to focus on growing volumes by improving penetration
through aggressive campaigning and consumer promotions. The company plans to
launch new product in oral and personal care segment and is prepared to continuespending on advertising and marketing to gain market share. Margin gains are
being targeted through efficient supply chain management and bringing down cost
of operation. A substantial increase in profitability can be brought about through
Ad spends reduction.
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OBJECTIVES
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OBJECTIVES OF THE STUDY
To know the market share of Colgate tooth powder.
To study its customer satisfaction.
To find out which age group of people will prefer the colgate toothpowder most.
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HYPOTHESIS
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HYPOTHESIS OF THE STUDY
1. As compare to other oral care powders colgate tooth powder covers largermarket share in Gondia.
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COMPANY PROFILE
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ANDPRODUCT
PROFILE
INTRODUCTION OF COLGATE-PALMOLIVE
(INDIA) LIMITED
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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.
PRODUCT PROFILE
Colgate tooth powder is a 16 year old brand that offers various oral care
solutions to specific need based solutions. Colgate tooth powder was launched
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in 1993 in India and since then the brand has raised the benchmark on oral
care solutions in India. Colgate tooth powder has a range of its flavours that
could take care of specific oral care needs. Colgate tooth powder fights germsto protect teeth against cavities and gives strong teeth, fresh breath and
healthy gums. Colgate tooth powder as an oral care expert offers solution to
specific problems like bleeding gums and sensitive teeth.
Old time radio has helped many products become popular. Although many
listeners complained about the commercials, they did buy the products the
announcer was selling on the air. One of these products was Colgate tooth
Powder. It was a leading brand of dentifrice during the years of radios golden
age, and it sponsored several popular radio programsbut had it not been for
radio, it might have been discontinued.
During the late 1920s, sales of Colgate tooth Powder were floundering badly.
It was serious enough that the people of the Colgate tooth Powder Company
were considering removing it from the open market. Luckily, the company
gave their beleaguered product another chance. The Colgate tooth powder
company gave Colgate tooth powder the sponsorship of a serial program that
was to make its network debut on Monday, August 19, 1929 over the stations
of NBCs blue Network. The serial program in question was AMOSn
ANDY.
The program quickly became successful. It was the program that the United
States took time out every Monday Saturday evening from 7:007:15 PM
to tune in (Monday Friday in later years). In order to maintain business
during this time, restaurants had radio installed so the people could enjoy
listening to AMOSn ANDY while eating their meals, Movie theaters delayed
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the start time of the movies they were presenting until after the program
concluded.
AMOSn ANDY was definitely a program, has made an impact on American
people.
PRODUCT LINE
Oral Care
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Personal Care
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Hard Surface Care
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RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
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Research may be defined as a scientific and a systematic search for information on
a specific topic. Research is an art of scientific investigation. Search of
information may be known as DATA.
Research in common parlance refers to research for knowledge. For some people,
research means a careful investigation or inquiry specially through search for new
facts in any branch of knowledge. While some people consider research as
movement, a movement from known to unknown. More specific definition of
research is it is a systematized effort of gain new knowledge.
Research is an academic activity and such terms should be used in a technical
sense. According to Clifford, research comprises defining and redefining
problems, formulating hypothesis or suggested solution, collecting, organizing and
evaluating data, making deduction and reaching conclusion and last carefully
testing the conclusion to determine whether they are fit the formulating
hypothesis.
Research is thus an original contribution to the existing stock of knowledge
making for its advancement.
The data collected directly from the targeted audience for the very first time is
known as PRIMARY DATA.
Sources of PRIMARY DATA
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1. Observation method2. Questionnaire.
The data collected from the modes where the data is already available is known as
SECONDARY DATA.
Sources of SECONDARY DATA:
1. Books2. Websites3. Company Magazines and Journals.
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DATAANALYSIS
AND
INTERPRETATION
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DATA ANALYSIS AND INTERPRETATION
What benefit you will get from Oral care product?
INTERPRETATION:
From the above chart it is interpreted that the benefit which is mostly gained
by consumers is its quantity. Due to its large quantity middle class people
prefer this powder most.
18%
54%
28%
Benefit from oral care product
Price
Quantity
Quality
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How much you are satisfied with the present Oral care product?
INTERPRETATION:
From the above chart it is interpreted that the higher satisfaction level is 50%
i.e. people are Highly satisfied with the colgate tooth powder.
50%
30%
8%
10%
Level of Satisfaction
Highlysatisfied
Satisfied
Dissatisfied
Highly
dissatisfied
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How many consumers are interested in changing their Oral careproduct?
INTERPRETATION:
From the above chart it is interpreted that only few consumers are interested
to change their oral care product.
9%
91%
Changing Decision
Yes
No
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Which age group uses Colgate tooth Powder the most?
INTERPRETATION:
From the above chart it is interpreted that the users are of 35-45 & Above 45
years of age groups uses colgate tooth powder most.
8%
3%
2%
27%
60%
Users Of Colgate tooth powder
5-15 years
15-25 years
25-35 years
35-45 years
Above 45 years
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Which class of people uses Colgate tooth Powder the most?
INTERPRETATION:
From the above chart it is interpreted that the BPL people and Middle class
people uses colgate tooth powder most.
8%
42%
50%
Class of people
High class
people
Middle class
people
BPL (below
poverty
level) people
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VERIFICATION
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VERIFICATION
H1: Accepted,
Because it has given good response by customers as per its Satisfaction,
larger quantity and the price which is affordable to middle class and BPL
people.
Thus, H1 hypothesis is accepted.
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CONCLUSION
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CONCLUSION
Colgate tooth Powder covers larger market share as compare toother competitors.
Colgate tooth Powder is easily affordable to all customers. The age group of 35-45 & Above 45 years are satisfied with the
colgate tooth powder.
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SUGGESTIONS
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SUGGESTIONS
The company should distribute magazines, house journals to theconsumers to aware them about new schemes and offers.
The company should start manufacturing new tasty flavors of toothPowder for every age group of people.
Free of cost dental check ups should be arranged for theconsumers in the local areas to provide them additional services.
New promotional strategies should be adopted by company, likepersonal services etc.
The company should start taking feedback from consumers abouttheir product through the way of prescribed forms.
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LIMITATIONS
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LIMITATIONS
1. The study of project is concentrated in Gondia territory and samplesize selected is very small, so data is not so appropriate.
2. While analyzing the Quantitative data, human error may occur.3. During survey in Gondia city we found respondents were very few
but whatever the information they given about Colgate tooth
Powder was of practical and figure.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
1. Books and reference
Marketing ManagementDr. Philip Kotler
2. Journals and periodical: Business standard.
Advertising and marketing India today
3. Websites:
http://www.wikepedia.org http://www.colgate.co.in http://www.google.com
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APPENDIX
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APPENDIX
QUESTIONNAIRES
The questionnaire is preferred to obtain the data to study the market share
of Colgate tooth Powder used at Gondia city only.
NAME: _____________________________________________
AGE:_______________CONTACT NO.__________________
OCCUPATION:______________________________________
1. Gender: - Male/Female
2. Income Level:-
20,00050,000 p.a. 50,000100,000 p.a.
100, 000500,000 p.a. 500,000 p.a.
3. What are the ages of respondent?
5-15 years 15-25 years
25-35years 35-45 years
Above 45 years
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Which Company? ________________________________________
Why? __________________________________________________
11. Which mode of advertising creates awareness about new schemes of the
product ?
Hoardings Pamphlets
T.V. Mouth publicity.
12. How much you are satisfied with the present oral care product?
Excellent Good
Poor Bad
13. Which type of taste you like in your oral care product?
Mint Sweet
Salty Spicy