A PROJECT REPORT

ON
THE COMPARISON BETWEEN
COLGATE AND PEPSODENT
ON
THE BASIS OF
CUSTOMER SATISFACTION

V/s

SUBMITTED TO SUBMITTED BY
NIKHIL SHARMA
VIJAY PRAJAPAT
M.B.A Part-1st
IInd Semester (2009-11)
`
 CONTENTS

S. no. Topics Page no.

1. Acknowledgement
2. Did you know?
3. Introduction
4. How it work?
5. Types of Product
6. Retail Shelves
7. Advertisement
8. Performance of Colgate & Pepsodent at
Wholesale Market
9. Performance of Tooth Brush
10. Comparison of Brand (in%) as per Demand
11. Comparison of Brand (in%) for Customer
Satisfaction
12. Case Study
13. Customer response
14. Customer attitude survey towards Colgate v/s
Pepsodent
15. Bibliography
 ACKNOWLEDGEMENT

We would like to thanks my mentor and guide Miss. ……………whose

immense guidance and help make me to complete this project on “Comparison
between Colgate & Pepsodent on the basis of customer satisfaction ". We would
also like to thanks Mr. ……..we would also like to thank my seniors who
directly or indirectly provide guidance to me in competence of this project. We
would also thanks to all my friends who also helped me in someway in the
competence of this project. Above all, we would like to thanks our Parents
whose blessings and encouragement made us able to complete this project.

Lastly, we would like to thanks all those friends who helped me in one or
someway to complete this project.

Nikhil Sharma
Vijay Prajapati
 Did you know?

• Dental caries according to WHO is still a major health problem in most

industrialized countries as it affects 60%-90% of school-aged children
and the vast majority of adults*
• Around 63% of the Indonesian population suffer from serious caries
problem, averaging to 189 caries per person (Source : Susana’s 1998 and
SKRT 1995)*
• About 1.3% of the Indonesian population have dental problems every
month reaching an average of school or office disturbances of 386
daily (Source : National Research & Development Institute, MOH RI;
Perception & Motivation from Dental Care Community - National
Economic & Social Survey 1998)*

Toothpaste

US TV advertisement
 INTRODUCTION

 COLGATE:-

Colgate, an oral hygiene product line and one of the namesake brands of the
Colgate-Palmolive Company, is a manufacturer of a wide range of toothpastes,
toothbrushes, and mouthwashes.

Colgate Ribbon Dental Cream was the first toothpaste in a collapsible tube,
introduced in 1896. It had previously been sold in glass jars since 1873.

 PEPSODENT:-

Pepsodent is the oldest and most well-known toothpaste in Indonesia, since

the beginning of its existence has always provided more than just basic efficacy.

Pepsodent was the first toothpaste in Indonesia that launches fluoridated

paste back in 1980s and the only paste in Indonesia that actively educates and
promotes proper habit of brushing through school program and free dental
check up service. Pepsodent has completed its range product from basic
cleaning to complete benefit paste ever since.
 HOW IT WORK?

Colgate and Pepsodent continues to work even after I eat or drink

Colgate and Pepsodent contains a unique combination of ingredients that
attaches to your teeth and gums and does not get washed away even when you
eat or drink - so your whole mouth is protected for up to 12 hours.

Colgate and Pepsodent works for up to 12 hours

Triclosan (an ingredient that fights germs) is held in place by Gantrez (a
copolymer) that attaches to teeth protecting them for up to 12 hours.
 TYPE OF PRODUCTS

COLGATE PEPSODENT
Colgate Total Advanced Pepsodent Complete + Gum Care

Colgate Total Complete 12

Colgate Max Fresh Pepsodent Herbal

Colgate Sensitive Pepsodent Milk Teeth Orange

 Colgate Cavity Protection Pepsodent Milk Teeth Strawberry

Colgate Tartar Protection Pepsodent Sensitive

Colgate Luminous Pepsodent Whitening

Colgate Sparkling White Pepsodent Cavity Prevention

RETAIL SHELVES

Brands SKU Range MRP (In Rs)

Colgate Dental Cream 100, 150, 200 & 28, 42, 54 &
300 gm 82
Colgate Cibaca 200 gm 27
Colgate Total 12 75 & 150 gm 33 & 62
Colgate Sensitive 50 & 100 gm 35 & 58
Colgate Active Salt 100 & 200 gm 29 & 54
Colgate Advanced 75 & 150 gm 26 & 50
Whitening
Colgate Herbal 100 & 200 gm 30 & 55
Colgate Fresh Energy 80-150 & 200 gm 30, 50 & 63
Gel
Colgate Max 80 & 150 gm 29 & 50
Colgate Kids Pink, 40 gm 24, 22
Blue
Colgate 200 gm 38
Colgate Sensitive 100 ml 40
Pepsodent 2 In 1 80 & 150 gm 30 & 50
Pepsodent Complete 80, 175 & 255 gm 25, 53 & 69
Pepsodent G 150 gm 60
Pepsodent Decay 40, 80 & 175 gm 12, 23 & 46
Protection
Pepsodent Sensitive 100 gm 55
Pepsodent Whitening 80, 175 gm 30 & 50
Pepsodent Superman 80 gm 45
Pepsodent Barbie 80 gm 45
Pepsodent Tom & Jerry 80 gm 45

ADVERTISMENT

 COLGATE:-

Colgate has a toothpaste and toothbrush mascot for children's entertainment,

"Dr. Rabbit", which has also been used in three tapes that teach about dental
health and advertise Colgate toothpaste.

"Gardol" was actually their trademark for the ingredient Sodium lauroyl
sarcosinate (and identified as such on the package and in their advertising),
which today is an ingredient in Arm & Hammer's "Advance White" toothpaste,
minus the "Gardol" identification.

 PEPSODENT:-

Marketing efforts to sell Pepsodent toothpaste were very successful, and

sales skyrocketed thanks to a well-known slogan of, "You'll wonder where the
yellow went when you brush your teeth with Pepsodent." Entertainers also
helped give the toothpaste a boost. It was referred to in a popular 1949 musical
called "South Pacific." Singer Cole Porter also mentioned the tasty paste several
times in his recordings, and Pepsodent was the sponsor of the famous 1929
radio show "Amos and Andy."

PERFORMANCE OF COLGATE & PEPSODENT AT

WHOLSALE MARKET

Brand Colgate Pesodent

No. of user 62% 38%

No. of user

Colgate
Pesodent

PERFORMANCE OF TOOTH BRUSH

 Brand Colgate Pesodent Oral B and other
No. of user 55% 26% 19%

No. of user

Colgate
Pesodent
Oral B and other

COMPARISON OF BRANDS (IN %) AS PER DEMAND

Demand

Brands Demand

Colgate 33% Colgate

Pepsodent

Pepsodent 26% Close up

Dabur/Babool
Anchor
Close up 20%

Dabur/Babool 12%

Anchor 9%

COMPARISON OF BRANDS (IN%) FOR CUSTOMER

SATISFACTION
 Satisfaction

Brands Satisfaction

Colgate 30% Colgate

Pepsodent

Pepsodent 25% Close up

Dabur/Babool
Anchor

Close up 22%

Dabur/Babool 14%

Anchor 9%

CASE STUDY

In the New Pepsodent v Colgate case, HLL advertised its toothpaste

‘New Pepsodent’ as “102% better than the leading toothpaste”. In the television
advertisement, samples of saliva are taken from two boys, one who has brushed
with the new Pepsodent while another has brushed with leading toothpaste”.
The saliva of “the leading toothpaste” shows larger number of germs. While the
sample was being taken from the boys, they were asked the name of the
toothpaste with which they had brushed in the morning. One boy said
Pepsodent, the response of the second boy was muted, and however, lip
movement of the boy would indicate that he was saying “Colgate”. Also, when
the muting was done, there was a sound of the jingle used in the Colgate
advertisement. According to the Commission, the word toothpaste had become
synonymous with Colgate over the years and a reference to “leading brand” was
to Colgate. Thus it became a case of Comparative Advertisement which led to
the disparagement of Colgate’s products.
 CUSTOMER RESPONSE

Which is better? Colgate or Pepsodent? And how many

times do you brush daily?

1. Well, what I would suggest here is, Colgate has always been the best
among all, the rest have come up now, but Colgate is a very old
toothpaste manufacturing company since British ruled India, so old is
always gold for sure, one should always have or make a habit to brush
twice, once in the morning & then after dinner before going to sleep for
sure.

2. There are different types of toothpastes under one brand name. I tend to
rely on Colgate, however. Dentists highly recommend brushing in the
morning and before you go to bed. Also, if possible, you should brush
 after each meal if you want ultimate oral health. Brushing at least twice a
day also greatly decreases the chances of obtaining bad breath.

3. You need familiarize yourself with the contents of toothpaste. Fluoride

does more harm than it does good. I am not suggesting that you stop
brushing your teeth; however, I am suggesting that you begin to
familiarize yourself with the chemicals that you poison your body almost
religiously.

4. I have never tried those. I use only Crest. But.....Tooth brushing is

necessary at least twice a day: once in the morning before breakfast and
once in the evening, after dinner. The main goal is the complete removal
of the bacterial plaque and not the number of brushings.
5. Brushing once a day does get rid of left over food in your mouth that

causes odors, plague and bad breath. Food gets lodged in between your
teeth thus causing stinky breath.

6. I use Pepsodent. I do use Colgate on occasions, but i have found that

Pepsodent works better. For instance, i needed to whiten my teeth

because they were not looking too good. Then, i put on a glob of pep.
Toothpaste on my toothbrush and my teeth were white. (make sure u floss
and use mouth wash)

7. Colgate is better then Pepsodent according to my experience.

Brush twice daily, once in the morning n once b4 sleeping.
Have healthy teeth...........

8. Personally I prefer Colgate. And u should ideally brush after every meal.
 9. I think Colgate. And it’s better if you brush after every meal.

Or at least twice a day as in day and night.

10. Dear I am not using Colgate I am using Pepsodent and daily I twice use

it.

11. Pepsodent for me... Because I used it too... Regularly I brush my tooth

twice a day... After I wake up n before I sleep...

CUSTOMER ATTITUDE SURVEY TOWARDS

COLGATE V/s PEPSODENT

Q 1. Have you heard about any toothpaste producing company?

Ans (A) yes (B) No
If yes then name …………………………
Q 2. Which toothpaste you prefer?
Ans (A) Colgate (B) Pepsodent
(C) Close - up (D) Babool
Q 3. Which media make you aware about the tooth paste brand?
Ans (A) Television (B) Newspaper
(C) Relatives (D) Radio
Q 4. Which factor effects your choice towards tooth paste?
Ans (A) child (B) friends
(C) media (D) television
Q 5. Which characteristics influence you before buying toothpaste?
Ans (A) flavor (B) anti germ quality
(C) Freshness (D) price
(E) All
Q 6. Are you happy with your toothpaste brand?
Ans (A) Yes (B) No
If yes, than which quality is responsible for it.
……………………………………………….. …………………………..
If no, what do you want in your toothpaste?
……………………………………………...……………………………...

Q 7. Will you tell other to choose the brand which you prefer?
Ans (A) Yes (B) No
If yes, than which quality is responsible for it. …………………………..
If no, what do you want in your toothpaste. ……………………………...
Q 8. If you are ask for choosing a product between Colgate and Pepsodent.
Which product will you prefer and why?
Ans ……………………………………………………………………………
Q 9. How will you rating different toothpaste product?
Ans ……………………………………………………………………………
Q 10. If your toothpaste price decrease by 5 Rs. Then you will –
a. Increase Purchases
b. Decrease Purchase
c. Remain Unchanged
Q 11. If your toothpaste price Increases by 5 Rs. Then you will –
a. Increase Purchases
 b. Decrease Purchase
c. Remain Unchanged

BIBLIOGRAPHY

 WWW.COLGATE.CO.IN
 WWW.PEPSODENT.CO.IN
 GOOGLE SEARCH
RESEARCH METHODOLOGY