CHAPTER -1

INTRODUCTION

Introduction
Marketing is a social process by which individuals and groups obtain what they
need and want through the process of creating and exchanging goods, services or values
with others. Marketing is the performance of the business activity that directs the flow of
goods and services from producer to consumer and finally to the end user. The essence of
marketing is an exchange or a transaction, intended to satisfy human wants. Marketing
means human activity that takes place in relation to markets.
Modem marketing call for more than developing a product i.e. pricing it
attractively and making it accessible to target customers. Company must communicate it
to the customers in a highly proper and most understanding fashion but should not be left
to have any kind of choice or alternatives. To communicate effectively, companies take
the help of advertising agencies in developing effective advertisements. Marketing people
take their help in developing sales promotion and in designing various sales incentive
programs. They train sales persons in order to make them friendly and more
knowledgeable.

Need of the study

Toothpaste industry is one of the major industries in India. Today there are around
26 companies operating in India, producing Toothpaste under different brands. Though
most of the companies are restricted to surrounding states, some spread throughout India.
A local market to a city, a district, or a state is composed of a variety of brands leaving to
the customer a wide range of choice.
In the market, the movement of Toothpaste largely depends on the dealers
promotion, awareness and advice to the customer and to an extent on the awareness of the
customer. Dealer is one of the key persons who can affect the movement of a particular
brand of Toothpaste. A marketer needs the information regarding the dealers perception
on different factors like product quality, price, supply and satisfaction of companys
promotional activities so as to estimate his willingness to push the brand.
The study attempts to analyze the perception of the dealer regarding various
factors corresponding to Colgate Toothpaste and the brand preference by the dealers. This
helps the marketers of Colgate Toothpaste to estimate the market position of Colgate
Toothpaste and take steps to advance further.

Brand image is goodwill for the company. For creating the goodwill of the companies;
the companies spend a lot of their investments and tine that will be very helpful for the company
in the long run. In todays arena of fast growing competitions in the market, the companies are
striving hard for the survival in the market. So, it has become necessary for the companies to
create brand image in the minds of the customers to overcome the competition and became a
market leader.
Infant food is very essential for the mental and physical growth and health of the humans. So, the
selecting mainly up on the quality and brand image of the product. Therefore, the brand image
for the product plays a vital role in selection of products.

Moreover, services provided by the companies also have very much impact on customers in
selection of the products, which helps the companies in creating its brand image and customers
loyalty for the brand and also attracting new customers with the reference of the existing
customers.

Scope of the study

Brand awareness and brand preference of the dealers is the result of their
satisfactory level with the quality, supply, packing, advertisement of Colgate Toothpaste
and promotional activities by the company. The study is undertaken to estimate the brand
awareness and brand preference of the dealers.

Objectives of the study

The proposed project is undertaken with the main object of understanding the position
and performance of the firm in the market. This is achieved by the following objectives.
Primary Objective: The main objective of the study is to know the level of brand preference
in Colgate Toothpaste.
To estimate the market share of Colgate Toothpaste and examine the brand loyalty
towards it.
To know the brand preferences of consumers for Colgate Toothpaste in Hyderabad.
Secondary objective:
To study the level of brand recall and brand recognisation rate.
To study the role of advertisement in motivating people towards Colgate Toothpaste.

Research Methodology
Source of data:
Primary data:
Primary data was collected by interview method and through structured Questionnaires.
The general public and food owners of various brands were chosen as source for this data
Secondary data:
Books: All the literature review.
Company records: All the company information
Company website: All the information of the product
Sample size: a
As the total sales of food per year were around 500. So 20% of them was taken as
sample size and 100 respondents were contacted
Sampling unit:
General public and food owners of various brands were selected as the sampling
unit to collect the data regarding awareness of the brand
Statistical tool:
Statistical tools used to analyze the data collected and interpretation of the same was
done with the help of percentages, pie & bar charts respectively

Limitations Of The Study

The study is limited to COLGATE TOOTHPASTE and is not applicable to other
industries. This study is conducted to know the brand position of the company.
Every care has been taken to. Study the foregone objectives in detail; however the study is
subjected to the following limitations;
a). Limitation of time; the time which was available, was limited, which was not sufficient to
collect more details of the concern. Therefore a deep study cannot be undertaken.
b). Secondary source of data due to depending up on which was available in the company
records and information provided by the company.
c). even though the company is spread all over the Ap.the study of the market in such short span
of tine is not possible.
d). the data is collected from the customers. There is every possibility that the given information
by the respondents may be locally, as they know that their attitudes. Opinions etc, are being
studied.
e).The approximation of numbers which calculating the percentage may not convey exact results.

CHAPTER -2
REVIEW OF LITERATURE

Review of literature
Introduction:
Marketing is a social process by which individuals and groups obtain what
they need and want through the process of creating and exchanging goods, services or
values with others. Marketing is the performance of the business activity that directs the
flow of goods and services from producer to consumer and finally to the end user. The
essence of marketing is an exchange or a transaction, intended to satisfy human wants.
Marketing means human activity that takes place in relation to markets.
Modem marketing call for more than developing a product i.e. pricing it
attractively and making it accessible to target customers. Company must communicate it
to the customers in a highly proper and most understanding fashion but should not be left
to have any kind of choice or alternatives. To communicate effectively, companies take
the help of advertising agencies in developing effective advertisements. Marketing people
take their help in developing sales promotion and in designing various sales incentive
programs. They train sales persons in order to make them friendly and more
knowledgeable.

Scope of marketing:
In the market, people are involved in marketing ten types of entities namely
goods, services, experiences, events, persons, places, properties, organizations,
information and ideas.

Marketing:

Marketing is the art of selling products. It is the process of planning and

executing the conception, pricing, promotion and distribution of ideas, goods and services
to create exchanges that satisfy individual and organizational goals.

Marketing research:
Every successful company undertakes marketing research as it serves as a
means of modifying the marketing strategies. Marketing research is a systematic design,
collection, analysis and reporting of data relevant to specific marketing situation facing in
the organization.

Definition:
Marketing is economic process by which goods and services are exchanged and
their values determined in terms of money prices
Duddy and Raiza
Brand:
Brand is a name, term, sign, symbol, or design or a combination of them,
intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors. Thus a brand identifies the seller or
market.

A brand is a complex symbol that can convey up to 6 levels. Those are

a)

Attributes

b)

Benefits

c)

Values

d)

Culture

e)

Positioning

f)

User

Branding:

Branding is a major issue in product strategy. Japanese companies such as

SONY and TOYOTA have built a huge brand loyal market. At the same time developing
a branded product requires a great deal of long-term investment, especially for
advertising, promotion and packing.

Brand Awareness:
A basic communication task in which advertising excels is to create awareness.
Awareness can be particularly needed when the goal is to stimulate a trial purchase
perhaps of a new brand. Advertising creates awareness of the brand and the awareness
will create the trial purchase after which the brand is on its own to gain acceptance. The
awareness measure could be based upon a telephone survey.

Where people are asked whether they have heard of the new brand and perhaps
whether they know what type of product is involved. (Yes Ive heard of Island spice, it is
a new tea). The percentage answering correctly would be the awareness measure.
Different measures of awareness are possible. Top-of-mind awareness (First brand
mentioned, without any prompting), other unaided mention or aided awareness.
Awareness may be also being an advertising response measure that could be
instrumental at getting loyalty such as postulated. Some low involvement products like
gum, soap or beer are purchased without much thought or consideration. The choice is
often based upon which brand is most familiar. One role of advertising is to get a brand to
be more prominent in peoples mind so that it is the choice in those no thought choices.
The goal in such situations could be to improve top-of-mind awareness, since this should
indicate maximum familiarity.
In other words the customer should be able to identify a firms product in the
retailer stores or able to recall its brand whenever he or she thinks of the product class.
Brand awareness has to be thought of as a continuous range from an uncertain feeling
that a brand is recognized to a belief that it is the only one in the product class.
Brand preference:
A dealer or a customer may be aware of many brands due to the advertisement
made by different companies through various media especially the mass media and
various other promotional activities. But the perception of the dealer or a customer on
quality, price of different brands may differ. So a dealer may prefer a particular brand of
cement to promote sales, which gives him more benefits concerning income. In the same
way a customer may prefer a particular brand of cement which suits his purpose.

Brand preference is selecting a particular brand, from which the selecting

person is aware of a group of different brands. So a persons top of the mind awareness
leads to prefer a particular brand.

What is a Brand?
There are many ways of defining brands. This is due to the fact that branding is a
complex concept and hence can be interpreted variously, depending upon the perspective.
However, one the simplest of all definitions is the following:Brand = Product + Images
By this definition, brand is the amalgamation of a product and the images that it conjures. These
images may be a result of the product itself (both core and augmented), its usage advertising and
marketing activities, brand personality, the parent company and its reputation, company's
employees, media reports regarding the brands etc. Overtime, exposure to these results in the
creation of a brand.
For example: Lux = Toilet Soap + [Film stars + Beautiful Skin + Fantasy element (Looking like a film star) +
Confidence regarding looks + ].
Thus, Lux one of many toilet soaps available in the market is a brand because whenever we hear
the word Lux, or see its advertisement in television / newspaper, or see its package on a shelf in
the store, it conjures the image of beautiful Bollywood actresses, and the dream of looking like
them and not first the physical product i.e., a cake of soap.
The American Marketing Association has defined a brand as, 'a name, term, sign, symbol or
design, or a combination of them, intended to identify the goods or services of one seller or
group of sellers and to differentiate them from those of competitors'. Thus a brand is anything
associated with a product or service that accomplishes at least two objectives. Firstly, it identifies
the manufacturer or marketer of the product. Secondly, it differentiates the product from
competitors offerings.
It is important to understand that the brand name, term, sign, symbol, logo, design, packaging
style, colour, tone, jingle etc. used to identify the brand, can be legally protected only when they
get registered and become trade marks. A trade-mark is identified by a small 'R' inside a circle,

viz . Trademarks, together with other intangible assets such as copyrights and patents help in
making a brand unique.
Another notable definition of brand is given by Duane E Knapp who describe a genuine brand
as,
- The internalized sum of all impressions received by customers and consumers resulting in
distinctive position in their (consumers) 'minds eye' based on perceived functional and emotional
benefits."
Thus genuine brand is not just the result of advertising and other marketing gimmicks. Rather it
is the sum of all consumer perceptions. Only a truly distinctive or unique brand can create a
lasting impression on consumers mind. Once the distinction between the brand and its
competition decreases, there is a greater scope for competing brands to occupy consumers mind
space. The ultimate test of a true brand is that it should provide value to consumer, by giving
them real benefits whether tangible or intangible. Thus, for a young couple with kids eating at
McDonalds provides the tangible benefit of having hygienic fast food at a reasonable price, and
the intangible benefit of seeing the happy faces of their kids, enjoying themselves at McDonald's
or getting free toys with their Merry Meals
Brand Preference
In general, Preference describes peoples perception and cognitive reaction to a
Condition or event. Preference does not necessarily imply understanding as it is an abstract
concept. Preference may be focused on an internal state, such as an instinctive feeling, or on
external events such as sensory perception Marion and Booth (1997) give good examples of
Preference: People have earlier experience of a certain situation and are aware of that. They are
also aware of who they are, the background to the circumstances, where being located as well as
the emotions to the place, what time of year it is and what day it is, and also what to do the rest
of the day. Even though, there is Preference of everything at the same time, the intensity varies.
Peoples' Preference is reshaping its structure constantly, and what we call Preference is the sum
of the individual's experience. So it is possible to do one thing while still be aware of many other
things. Brand Preference is the capacity of consumers to recognize or remember a brand, and
there is a linkage between the brand and the product class, but the link does not have to be
strong. Brand Preference is a process from where the brand is just known to a level when the

consumers have put the brand on a higher rank; the brand has become the "top of mind"(Aaker,
1991).
Anchor to which other associations can be attached is when a new product has to work
to win recognition, because there are few purchase decisions that can be done without knowledge
about the product. Moreover, without attained recognition it is difficult to learn about the
character and advantages of the new merchandise. With product identification it is easy to create
a new relationship to the item. The explanation of familiarity/linking is that people like
familiarity, and knowledge make the product and brand more well-known and familiar. This
contains most of all low-involvement products like sugar, salt, paper towels, when the
knowledge about the brand often makes the buying decision. The positive association between
the number of experience and linking has been shown in studies. The incentives to this
relationship are for example non-figurative pictures, names and jingles. Substance/commitment
can be seen in name Preference which means existence, promise and matter; things that are
important for the buyer. The consumers do not have to know a lot about the company, but as long
as the buyers have positive brand Preference they will buy the product.
In some cases, the brand Preference and understanding can depend on a buying situation
and do all the effort for consumers in a buying process. The level of brands to consider is the first
level to reach. When buying merchandise is to choose a collection of trade names to consider - a
"consideration set" (Aaker, 1991).
Brand Preference is much about communication. This is how Aaker (1991, p 63) explains
the Preference and recall of a name: "A name is like a special file folder in the mind which can
be filled with name-related facts and feelings. Without such a file readily accessible in memory,
the facts and feelings become misfiled, and cannot be readily accessed when needed." Brand
Preference is dependent upon both the situation and the level of achieved Preference.

Figure Levels of brand Preference:

1. Brand recognition:
This level is the first stage of brand awareness. It is when the consumers can recognize a specific
brand among others; "aided recall". Aided recall can also be explained as a situation where a set
of given brand names from a given product class is shown. The task is then to identify the
recognized names. Brand recognition is major when consumers face the buying procedure.

2. Brand recall:
This is upon the consumers to name the trademark in a product class. Apart from level
one, this is an "unaided recall" since there are not given any examples of specific brands. The
role of brand recall can also be vital for regularly purchased products like coffee, detergent, and
headache remedies, for which brand decisions usually are made prior going to the store. Further
on, in some categories (such as cereal) there are so many recognised alternatives that the shopper
is overwhelmed.
3. Top of mind:
A brand that is "top of mind" is the first brand that consumers think of within a given product
class (Aaker, 1991). Brand Preference is important since a lot of the consumers feel that if the
brand is well known it has good quality. Most important is not that the brand is well known, it is
what it is known for (Melin, 1999). Further, Preference is a very important brand advantage, but
it cannot sell the product, especially not if the product is new (Aaker, 1991).
In the literature there are many facts that show that brand Preference affects consumer choice
and thereby their choice of brand. Lin and Chang (2003) found by their research that brand
Preference had the strongest effect on purchase decision on habitual behavior of low involvement
products. They also wrote that Hoyer and Brown (1990) examined the role played by brand
Preference in consumer decision making process and found that it was a dominant factor.
Likewise, Jiang's (2004) investigation also shows that brand name, in other words recognition of
a brand, has an impact on consumers' choice.
Achieving Brand Preference
Recognition and recall in attaining Preference, engage two responsibilities: to increase the brand
name identity as well as linking the characteristics to the item. This is in particular vital when the
product is new (Aaker, 1991).
Aaker (1991) has set up the following factors concerning how to achieve brand Preference:
Be different, memorable: Today, many products seem alike and the communication in the
product clusters is related. Therefore, it is important to differentiate the product, although, the
bond between the product class and the brand has to exist for easier recognition.

 Involve a slogan or jingle: There can be a stronger linkage between a slogan and a brand
because it involves a visual feature of the brand. By this, the jingle or slogan is powerful and can
make a big change.
Symbol exposure: It is important to have a known symbol, because it is easy to memorize and
recall a visual illustration. A logo, either an already existing one or a developed one, which is
connected to the brand, can take a huge part in forming and keeping Preference.
Publicity: Advertising is a proficient way to get publicity and make Preference, since it can be
customized to the communication and the addressees.
Event sponsorship; The primary role of most event sponsorship is to create or maintain
Preference.
Consider brand extensions: To show the name or the logo on the products, and make the
name more prominent, is one way to increase brand recall. Examples of names that can be found,
promoted, shown and publicized on other products, than the key product, are Coca-Cola, Heinz
and Sunkist.
Using cues: The package is one of the most important cues to a brand, since that is what the
purchaser sees when buying the product. If not knowing the brand or the product, the only
contact to the brand is the package.
Recall requires repetition: It is easier to build up recognition than to build up recall of a
brand. It can be compared to the fact that one can recognize a face of a person but do not recall
the name. Therefore the link between the brand and the product class needs to be stronger and
the brand needs to be more prominent than in the recognition of the brand. To receive a top of
mind recall is even harder.
The recall bonus: To keep a top position through regular publicity creates brand Preference as
well as a strong brand which in turn leads to decreasing recall of competitive brands.
To achieve brand Preference, it is important to have a special hallmark because it is the hallmark
that consumers recognize. It is easy to mix up consumer brand and corporate brand with
hallmarks. A hallmark makes it possible to identify a brand. A hallmark is not the same as a
symbol because it is much wider. A brand can have several hallmarks. They are usually divided
into six groups:
1. Word brand, a name or word for example Coca Cola.
2. Design, Coca Cola's design of the bottle.

3. Sound, the melody of the ice cream truck.

4. Scent odour of products like surf excel
5. Pattern, the square pattern of Burberry.
6. Colour, boxes of film for cameras; Kodak's boxes are yellow while Fuji's are green (Treffner
& Gajland, 2001)
Measuring Brand Preference
As mentioned above, Keller (2003) claims that brand Preference consists of recognition
and recall and that brand Preference in its turn is a part of brand knowledge. To measure brand
Preference effectively it is important to know where most of the consumer decisions are made. If
many decisions are made at the point of the purchase, where the brand, logo, packaging etc. are
visible, brand recognition measures will be important. If consumer decisions mostly are made
away from the point of purchase the brand recall measures become more important. The most
basic procedure of recognition is to ask the consumer which one of several listed items they have
previously seen or heard of.
There are different measures of brand recall depending on the types of signals given to the
consumers: unaided recall and aided recall, which are described above. It is very important to be
aware of spurious Preference in measuring brand Preference. It means that consumers may
erroneously claim that they recall something that they really do not and even claim that they
recall something that do not exist (Keller, 2003).
Brand is More Than a Name Attached-to Product
Branding is more than putting a label or identification mark on a product. If it were true
than it would be quite acceptable to put the brand name Coca Cola on a food. Obviously, it
would be a misfit. According to Jayant Kochar M.D., Amoreus Retail, 'People buy brands not
products, they buy benefits not features and benefits that make a customer buy are benefit
perceived by their heart and mind and not what the manufacturer may want to believe, i.e.,
benefit. Thus, one can say that it is customers who decide the fate of a brand through their
perceptions in turn one shaped by the actual of the brand'.

BRAND POSITIONING
The idea of a well positioned product/brand has always intrigued companies and brand
markets like. The concept of brand positioning has generated a lot of interest among brand
enthusiasts and it is one branding concept backed by empirical research at paradoxical as it may
seem it is one of the most misunderstood concepts of branding. Positioning invariably has been
associated with creating the desired place for the product/brand in the market. Yet, this definition
of positioning is too simplistic. The concept is far more abstract than it is perceived to be, at first
glance.
How ever this does not in any way diminish its importance in brand management as a
matter of fact with increased research activity in the area, the positioning concept is fast
becoming an important branding tool.
WHY WE NEED TO POSITION BRANDS
Brand positioning is a comparatively newer concept in branding, though now days it is
considered a necessary task for every brand marketer. In this section we take look at some of the
factors that contribute towards the growth of positioning concept and have fuelled the interest of
both practitioners and market researchers.
Increasing brand commoditization
With the fast pace of change in technology, the ability of brands to sustain a differentadvantage (especially attribute or service based) is becoming more and more difficult When all
brands suffer from 'similarity' or 'me-too* syndrome, it becomes very difficult. for consumers to
make a choice. As celebrated writer Naomi Klein opines in her book 'No Logo' that all brands
are similar, therefore, they should be treated as commodities, hence-no logo. Without a tangible
and relevant basis for differentiation no brand will be able to make its presence felt in the
market.
More sophisticated consumers
Easy access to mass media and opening up of new avenues such as digital and interactive
media including internet has made the consumers more aware, "knowledgeable and
sophisticated. This phenomenon is supported by increase in .literacy levels around the world and
rise of consumerism. Consumers awareness "regarding their rights have increased tremendously
and correspondingly their expectations have also arisen. The level of consumer sophistication has

also increased due to growth in the number of choices available, partly a result of an increase in
size of organized retail sector and growth of private labels. Therefore, a brand has to position
itself distinctively in the customer's mind by providing distinct advantage that is both meaningful
and relevant for the modern, more demanding consumers.
Increase in brand clutter and stiffer competition
Every product category has many brands competing for the same target segment.Thus
every segment has a large number of brands for customers to choose from. In the absence of any
clear brand benefit/advantage, there is little to motivate the consumer to buy a specific brand.
The increased ' brand clutter' is also blatantly visible in mass -media advertisements. With a
variety of brands offering similar products to consumers the only basis of differentiation that
many offer is, 'the advertising. To stand out from the clutter many advertisements are designed to
capture attention rather than communicate brand benefits turning commercials into means of
entertainment
BRAND CUSTOMER RELATION SHIP:
The relationship between brand and customers is a complex one. The purpose of brand
marketing is more than attraction, acquisition and retention of customers. It is necessary to build
a long-term relationship between brand and customer as it is portable for both the parties. While
building a long-term relationship with customers ensures a steady stream of income, a consistent
market base and, stability in share market, for the company. For consumers, besides the
utilitarian value of having to dispense with the time and money spend in searching for new
brands, there are other social and emotional values that brands provide. A meaningful
relationship is one where in both the customers and the brand provides value to each other.
Customers view brands as a means of self expression and hence brands need to exploit the idea
by developing closer links with its target audience, who share similar values and beliefs

Loyalty and faithfulness are just one aspect of brand customer relationship and signal a
servile attitude of customers towards brands. This is not always the case, infarct many a times
the relationship between brand and customer is more like that of a friend or an advisor. For
instance Perk, establishes a fun and friendly sort of relationship with its customers. Amicable

Preity Zinta with her usual bubbly self personifies the brand which foodries the tag line 'Kahin
bhi, kabhi bhi'. Kotak finance communicates its accommodating and adaptive advisors' image
through its commercials promising personalized financial advice
BRAND LOYALITY
All brand marketers want their brands to command a high degree of brand loyalty the
desire of having a large set of brand loyal customers is ultimately linked to long term
profitability of the brand. It is a well-know fact that profits accrue mainly due to repeat purchases
and brand loyal customers are known to make frequent purchases of their favorite brands,
leading to a steady stream of profits from comparatively lesser outlays on advertising and
promotions. But with thousands of brands vying for consumers limited mind space, achieving
this elusive level of brand loyalty seems to be

QUITE

impossible. Yet brands have large brand

following and in certain cases customers refuse to buy any other brand in case the desired brand
is not available. This chapter examines and analyzes the cause of brand loyalty and the strategy
for and means of nurturing and developing loyalty among consumers
WHAT IS BRAND LOYALITY

The term brand loyalty refers to the repeat purchase made by the consumer out of
commitment to the brand.

Brand loyality is a measure of the attachment that a customer has a brand.

Hierarchy of brand loyalty

At the first level of hierarchy are the brand indifferent or non-committed customers. For
them, the choice of brand simply depends upon price, availability, convenience and even sales
promotions offers. The second level consists of the habitual customers. These are the buyers who
continue to repurchase the brand because it provides at least the basic level of satisfaction and
there is no great incentive for them

TO

change to a new brand. For example, a habituated

customer goes to the general store every month and buys six bars of Lux Soap, simply because,
the house hold requires six toilet soaps in a month and he/she always buys the same brand of
soap never considering any other brand available at the store.

The third level comprises of customers who are satisfied with their current brand may
incur additional i.e., switching costs (in terms of time and money or functional performance
risk), while shifting to a new brand. Only when the benefits offered sufficiently large to cover
these additional costs, will the customer take the risk of switching to the new brand.
At the fourth level are the customers who are genuinely delighted by the brand. The brand has
delivered more benefits than expected and hence the customer has a reason to give preference to
the brand. The customers linking for the brand has helped build a relationship between the two.
For the delighted customers, the brand is like a friend who can be trusted and relied upon and
switching of brands is like leaving old friends for new ones ; evidently not a very desirable
option.
At the highest level are the devoted customers, who display greatest commitment towards
the brand. For them, the association with the brand is a matter of pride and they usually act as
brand advocates. This set of customers considers the brand as means of self-expression and it
forms a part of their personality. For the company, the devoted customers are like private
marketing and brand building units that actively recommended the brand to fellow consumers.
BRAND REVITALIZATION
Even the strongest brands loose their sheen, with the passage of time. These brands may
be under performing but not extinct and with a little bit of redirection and refocusing they may
still emerge as a force to reckon with. The effort to infuse a new life into a dying brand is
referred to as revitalization. It is not just an attempt to increase turnover or provide support to the
ailing brand rather it is a sustained effort to increase brand's equity and create a new image and
positioning for the brand it also involves creating a new set of associations and perceptions
regarding the brand expanding brand consumer base.
Trade off between brand revitalization and new brand creations
As is evident, the cost of revitalization is comparatively lesser than that of establishing a
new brand. Also, it requires lesser time to implement and foodries lower risk for example, while
targeting new segments, the emphasis remains on retaining loyal customers, thus making the
entire exercise Jess risky. However, there is a need to be cautious when under taking
revitalization through brand extension, since the action should reinforce or have a positive effect
on the parent brand and should not just exploit its existing (remaining) equity.

WHY BRANDS TURN OLD

Like human being, brands also have a life cycle that is they are born (i.e. created/
launched in the market), grow up and reach adulthood, (i.e. growth stage of a brand). Brands
also have a middle age (the maturity period) when the growth has nearly stopped and though the
position is. not bad for the moment, it is well known that the only way is down hill. These
mature brands are big names, well established, having high brand equity but not much scope for
growth. With a bit of introspection redirecting and refocusing the brand can occupy its desired
position in the market and receive the much-required impetus for growth.

BRAND REVITITALIZATION SCENARIOS

Revitalization can take place in two scenarios. These are:Scenario-l

When the brand to be recreated is practically dead: revitalization process is like
starting from scratch. The only remnant of the past in this case is the basic awareness of the
brand name, which company can make use of. Since most customers would not have any image
or associations with the brand, new associations and images could be created. Thus it is similar
to the launch of a new brand albeit with lower advertising and promotion cost.
Scenario -II
When the brand is under performing but not extinct: In this case the process of
revitalization begins with an understanding of the DNA or core value of the brand, it involves
framework for establishing a vision and mission for the brand as a theme and focus on defining
its intended area of core competence and the values that will build a bond with the customer'. To
establish such a framework a 'bench marking exercise could be undertaken, where the best
practices of any brand either in that category or any other is compiled. Later such practices are
ranked and the key practices that an 'ideal' brand in the category should follow are identified acts
as a benchmark for the brand. Keeping this in mind, possible means of recovery can be found. It
is important to note that in such situations any new image or positioning of the brand should not
be radically different from old one, since there is still high level of brand awareness and a small,
yet loyal customer base, which may become hostile is case of drastic image make over. To

revitalize the brand successfully, the company should use the core brand as a 'source of
symbolization and this image should be reflected in the recreated brand. The strategy for
revitalization is based on understanding the brand identity - what it stands for and leveraging it
to relaunch the brand.

CHAPTER 3
COMPANY PROFILE

INTRODUCTION
From a modest start in 1937, when handcarts were used to distribute Colgate Dental
Cream Toothpaste, Colgate-Palmolive (India) today has one of the widest distribution networks
in India - a logistical marvel that makes Colgate available in almost 4.77 million retail outlets
across the country. The Company has grown to a Rs. 3955 crore plus organization with an
outstanding record of enhancing value for its strong shareholder base. The company leads
the 6191 crore Indian toothpaste market by holding 54.9% of the value market share.

Since 1976, Colgate has worked in close partnership with the Indian Dental Association
(IDA) to spread the message of oral hygiene to children across the country under its 'Bright
Smiles, Bright Futures' Schools Dental Education Program. This program has successfully
reached more than 125 million school children covering around 2,98,522 schools across the
country since its launch. The program focuses on children so that the message of good oral
hygiene is carried home to families and the community at large. In 2004, as an additional effort
to create awareness for good oral hygiene 'Oral Health Month' (OHM), was introduced. Since its
launch, OHM is conducted each year during October-November, where free dental check-ups are
conducted by Colgate in partnership with Indian Dental Association across the country.
Conducted in designated towns and cities to establish and promote the importance of good oral
hygiene, OHM is Colgate's mass consumer contact program.

The strong relationship and the trust of generations of consumers, trade and the dental
profession built over decades of operations in India has made Colgate a trusted household name.
In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category)
in the 2009 Outlook Money NDTV Profits Awards. Colgate was ranked as India's #1 Most
Trusted Brand across all categories for four consecutive years from 2011 to 2014 by Brand
Equity's Most Trusted Brand Survey, conducted by Nielsen. It is the only brand to be in the top
three since the inception of the survey in 2001 . Prior to this, Colgate was also rated as the #1
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.

Chairman's Message
It's my pleasure to welcome you to the world of Colgate-Palmolive. The small soap
and candle business that William Colgate began in New York City early in the 19th century is
now, more than 200 years later, a truly global company serving hundreds of millions of
consumers worldwide.

Our 200-year history reflects the strength and innovation that Colgate people have used
to constantly transform our Company and identify new opportunities. With global brands sold in
over 200 countries; Colgate, Mennen, Palmolive, Ajax, Softsoap and Hills Pet Nutrition are
among the world's most recognizable household names, trusted and relied upon by consumers
everywhere.

Colgate People, working around the world, share a commitment to our three core
corporate values: Caring, Global Teamwork and Continuous Improvement. These values are
reflected not only in the quality of our products and the reputation of our Company, but also in
our dedication to serving the communities where we do business.

As a leading consumer products company, we are also deeply committed to advancing

technology which can address changing consumer needs throughout the world. In fact, our goal
is to use our technology to create products that will continue to improve the quality of life for our
consumers wherever they live.
As a successful business, we are focused on achieving the consistent growth required to
continue our global success and to make us an even stronger company. We believe this is the best
way to benefit our consumers, our people and our shareholders.
We are pleased that you have expressed an interest in Colgate-Palmolive and we invite
you to learn more about our company by exploring our website.

Our Products
Oral Care

Colgate Dental Cream

Colgate Total
Colgate Visible White
Colgate Visible White Plus Shine
ColgateSensitive-Pro-Relief
Colgate Sensitive
Colgate Max Fresh
Colgate Kids ToothPaste
Colgate Herbal
Colgate Cibaca Family Protection
Colgate Active Salt
Colgate Active Salt Healthy White
Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer
Colgate Active Salt Neem

Personal Care
Palmolive Aroma Shower Gel - Relax
Palmolive Thermal Spa - Firming & Massage
House hold care
Axion Dish Washing Paste
From the Dentist
Colgate PerioGard

For consumers

Calendar of Events

Date : October 29, 2015

Meeting of the Board of Directors of the Company is scheduled to be held on Thursday, 29
October 2015 , to take on record and approve the unaudited financial results for the quater
ending September 30, 2015 and to consider and declare the first interim dividend for the
financial year 2015-16.

Governance: Board of Directors

Vinod Nambiar
Chairman
Mr. Vinod Nambiar joined Colgate-Palmolive India in 1999 and progressed through various
roles of increasing responsibility. In 2004, he became Customer Development Director for the
subsidiary. Later in 2005, he became General Manager of Colgate-Palmolive Romania and
moved as Vice President and General Manager of Colgate-Palmolive Italy, where he and his
team achieved growth in an extremely challenging economic environment. In 2011, he was
appointed as Vice President and General Manager of Global Personal Care, New York, where he
partnered with Global Technology and the Global Supply Chain to build a long-term plan for the
category

and

to

drive

simplification

and

profitable

growth.

Vinod led Colgate-Palmolive China in 2012 before taking up the position in 2014 as Vice
President and General Manager of the Colgate-Palmolive Greater China Hub - that included
China, Hong Kong and Sanxiao. In this critical leadership role, Vinod established clear
commercial priorities with consistently strong execution, driving increased effectiveness and
efficiency. He has recently taken over as the President Asia Division. He was appointed as a
Non-executive Director and Chairman to the Colgate-Palmolive (India) Limited Board from 28
September, 2015.
R. A. Shah
Non-executive & Independent Director (Vice-Chairman)
Mr. R. A. Shah is a leading Solicitor and a Senior Partner of M/s Crawford Bayley & Co., a firm
of Solicitors & Advocates. He specialises in a broad spectrum of corporate laws. He is also the
Chairman/Member of audit committees of a number of public limited companies in India.
Appointed Vice-Chairman on the CPIL Board from 23 May 1983

P. K. Ghosh
Non-executive & Independent Director (Deputy Chairman)
Mr. P. K. Ghosh is a Fellow of the Institute of Chartered Accountants of India and a former
Managing Director of Colgate-Palmolive, India. Since 1974, he served the Company in various
capacities. Mr. Ghosh brings to the CPIL Board, his rich experience and understanding of the
consumer product business and the Company stands to benefit significantly from his expertise.
Appointed Dy. Chairman on the CPIL Board from 1993.
Issam Bachaalani
Managing Director
Mr. Issam Bachaalani joined Colgate-Palmolive in 1991 as a part of the Global Marketing
Development Program and later moved to Household Surface Care with the Colgate - Palmolive
Company in New York. He has since, held series of significant positions in various divisions and
subsidiaries with Colgate-Palmolive globally. In 1996, Mr. Bachaalani joined the Central
Europe/Russia Division as Marketing Manager. In 1999, he was promoted to Marketing
Manager, Household Surface Care for Colgate- Palmolive Mexico, and then moved as Marketing
Director, Colgate-Palmolive Dominican Republic. In 2002, Mr. Bachaalani was promoted to
Marketing Director of Colgate-Palmolive, South Africa and in 2006, he was promoted as General
Manager, Colgate-Palmolive Hong Kong, where he and his team played a significant role in
strengthening Colgate toothpaste market shares. In 2009, he was promoted to General Manager
for Colgate-Palmolive, Malaysia, Singapore and Brunei. Most recently, Issam was Vice President
and General Manager of the Global Toothbrush Division, where he and his team drove the
business to record-high global market shares expanding Manual Toothbrush Leadership with
record sales, profits and unprecedented innovation stream of successful new products. With his
broad based experience across categories in Global, Division and Subsidiary roles combined
with his strong leadership and proven marketing skills, Issam in his current role, will continue to
drive growth in the Indian Market. Mr. Bachaalani holds a BS degree in marketing from
Lebanese-American University. Appointed as Managing Director to the CPIL Board from 1
October 2014.

Godfrey Nthunzi
Whole-time Director & Chief Financial Officer
Mr. Godfrey Nithunzi initially joined Colgate-Palmolive South Africa in 1993 as Internal Audit
Manager and was promoted to Budgets & Planning Manger. In 1996, he left Colgate to join
Bristol Myers Squibb as Finance Director going on to become the Commercial Director. Godfrey
rejoined Colgate-Palmolive South Africa in 2001 as Finance Director. He helped strengthen the
financial health of the subsidiary, leading to increased sales and profitability. Godfrey also
contributed to the successful implementation of several business building projects and the
implementation of a very successful funding the growth program. Most recently, Godfrey was
Finance Director of Colgate-Palmolive, Canada, where he contributed to the improvement in the
subsidiarys margins and overall profitability whilst growing market shares. He was also
instrumental in raising the financial awareness of the commercial team which has contributed in
putting the Canadian business on a path to sustainable top-line growth, while delivering
profitable growth. Godfrey holds a Bachelor of Commerce degree in Accounting and completed
his MBA at the University of the Witwatersrand in South Africa. Godfrey is a Chartered
Accountant. Appointed as Whole-time Director to the CPIL Board from 1 January 2013
Niket Ghate
Whole-Time Director & Company Secretary
Mr. Niket Ghate joined Colgate-Palmolive, India in August 2011 and was appointed Vice
President - Legal & Company Secretary. Prior to this, Niket was the Executive Vice President
and General Counsel at Patni Computer Systems. Niket has 25 years of valuable experience in
the streams of Law like Litigation, Contract negotiations, Corporate Governance and Mergers
and Acquisitions. Prior to Patni Computer Systems Mr.Niket Ghate worked with Transocean,
KPMG, Carrier Air-conditioners, Tata- Lucent Technologies in roles of increasing
responsibilities. Niket holds a Bachelor of Law (LLB) degree from the University College of
Law, Nagpur, India, and, is also a Company Secretary affiliated to the Institute of Company
Secretaries of India and Institute of Chartered Secretaries and Administrators of United
Kingdom. Appointed Whole-time Director to the CPIL Board from 1 October 2011.

Vikram Mehta
Non-executive & Independent Director
Mr. Vikram Singh Mehta was the Chairman of the Shell Group of companies in India since 1994.
His illustrious career began as Member of the Indian Administrative Service of the Government
of India. Mr. Mehta has held Advisory positions with world-renowned petroleum companies and
the Indian Government's Ministry of Petroleum. Appointed Director to the CPIL Board from 25
October 2001.

J. K. Setna
Non-executive & Independent Director
Mr. J. K. Setna is a trustee of the N.M. Wadia Charities and its associated Trusts and also
Director on the Board of Governors of Escorts, Heart Institute & Research Centre. Mr. Setna is a
special permanent invitee to the Executive Council of Indo-American Chamber of Commerce.
He is also a Director in Universal Ferro & Allied Chemicals Ltd. Appointed Director to the CPIL
Board from 21 September 1978
Indu Shahani
Non-executive & Independent Director
Dr. (Mrs.) Indu Shahani, the Former Sheriff of Mumbai, is an academician.Since 2000 she has
been the Principal of H.R. College of Commerce and Economics in Mumbai. She has done Ph.D
in Commerce from University of Mumbai on enhancing Academia Institutional linkages. She is
on board of several Indian Companies. A doyen in the field of academics, Dr. (Mrs.) Indu
Shahani has over three decades of teaching experience at the college and university level. She is
also a member of the University Grants Commission (UGC); serves as an Advisor to the
International Baccalaureate (IB) in India, and Chairperson, Unitedway, Mumbai. Dr Shahani was
awarded the Honorary Doctor of Letters degree by the University of Westminister in London.
Appointed as Non-Executive Director to the CPIL Board from 23 January 2012.

Shyamala Gopinath
Additional Director (Non-executive & Independent)
Ms. Shyamala Gopinath has over 4 (four) decades of experience in the field of finance.
She worked in different capacities at the Reserve Bank of India where she handled some critical
portfolios such as financial market regulation and operations, management of government debt,
management of forex reserves, and regulation of non-banking financial companies. She was also
a non-executive director on the boards of public sector banks and public financial institutions as
RBI

nominee.

Ms.

Gopinath

retired

as

Deputy

Governor

of

RBI.

Ms. Gopinath is the Independent Non-executive Chairperson of the HDFC Bank and is also on
the Board of a large public sector organization (Indian Oil Corporation) and on the boards of
other private organizations (Tata Elxsi, EID Parry, etc.). Appointed as Additional Director (Nonexecutive & Independent) to the CPIL Board from May 19, 2015.

Awards Colgate

India

Year

Colgate was rated as the #1 brand by the A&M MODE Annual Survey for Indias Top
Brands for eight out of nine years
1992-2001

Magazine of the year for The House Magazine 'Mera Colgate' Association of Business
Communicators of India (ABCI)
2004

Most Preferred Brand in Toothpaste & Shave Creams Category AMGF, A media and
communication company in Delhi

2004

Certificate

of

Merit

Communications,External

for

the

website

Category

www.colgate.co.in

Association

of

Business

under

Digital

Communicators

of

India(ABCI)
2003-2004
Indias

#1

all

categories

Brand

Equity's

Most

Trusted

Brand

Survey*

*In a survey conducted by Nielsen for The Economic Times' supplement Brand Equity.
2003-2007
&
2011-2014
Indias #1 Most Trusted Brand The only brand to be in the top three for the last 13
years

Brand

Equitys

Most

Trusted

Brand

Survey*

*In a survey conducted by Nielsen for The Economic Times' supplement Brand Equity.
2001-2014
Ranked the 3rd Most Admired Company in India by the global business magazine
Fortune and management consultancy Hay Group.
2012
Certificate of Excellence awarded to Colgate India for Best Joint Business Planning
Partner by Bharti Walmart Private Ltd.
2012

Colgate recognized as Most Social Company Blueocean Market Intelligence for Economic
Times Newspaper.
2013

In the Brand Footprint Report Colgate topped the charts for brands that consumers reach
out the most.
2013
The Ethical Brand in FMCG Sector was awarded to Colgate World CSR Congress
2014
Colgate awarded the Best Supplier of the Year 2013 Tesco India at their Supplier
Conference
2014
Product of the Year 2014, in the Toothpaste category, was awarded to Colgate Visible
White In a research conducted by Nielsen for Product of the Year (India) Pvt. Ltd.
2014
Colgate ranked the #1 Most Chosen Consumer Brand In Kantar Worldpanel Brand
Footprint Report
2014
Brand Colgate was facilitated as one of Top 50 Most Valuable Brands in a BrandZ Survey
conducted by the WPP agency Millward Brown for the first time in India
2014
Colgate SlimSoft Charcoal Toothbrush was honored with Award for Outstanding
Innovation at Aditya Birla Retails (ABR) MORE Confluence 2015
2015
Colgate was conferred with the Award for Excellence in Quality - FMCG for its brilliant
customer service at Aditya Birla Retails (ABR) MORE Confluence 2015
2015

Achievements Colgate
Colgate Brush-up Challenge by the Guiness World Records The most people brushing
their teeth simultaneously was 177,003 at 380 locations across India for an attempt organized by
CPIL in association with the Indian Dental Association.
2007
Public Dental Check-ups by the Guiness World Records The most people involved in a
dental health check across multiple locations in 24 hours was 66,322 in an event organized by
CPIL and Indian Dental Association which involved 33 schools, in five cities
2010
Most people rinsing at the same time Guinness World Records - Maximum number of
people to rinse with a mouthwash at the same time at one place.
2011

United States :
100 Best Companies to Work For Fortune Magazine
2003, 2010
2005
50 Best Companies for Latinas Latina Style Magazine
2002-2005
Hispanic Corporate 100 Hispanic Magazine
2001-2005
Best Places for African American Women Essence Magazine
2004

Global Most Admired Companies Fortune Magazine

2003-2004
America's Most Admired Companies (Consumer Products Household & Personal
Products) Fortune Magazine
2003-2004
Best Companies for Minorities Fortune Magazine
2000-2004
Top 20 Companies for Leaders Chief Executive Magazine
2002-2003
Hispanic Creative Advertising Award Advertising Agencies Magazine
2002

Argentina
Year
100 Best Companies to Work For in Latin America Apertura Magazine
2004
Best Companies to Work For Apertura Magazine
2002-2004

Brazil
Year

Best Ideas to Stimulate the Collaborator Creativity Vencer Magazine

2003

Best HR Practices Mercado Magazine

2000-2003

Best Social Practices Developed by Organizations Mercado Magazine

2000-2002

Best Private Company Social Responsibility Practices Exame Magazine

2001

"Children-Friendly Company" Certificate Abrinq Foundation

2000

Dominican Republic
Year
Most Admired Companies Mercado Magazine
2003

Greece
Year

Best Workplaces in Greece Great Place to Work Institute Hellas

2006
Puerto Rico
Year
Top 20 Companies of Puerto Rico Hewitt Associates
2002
United Kingdom
Year
Best North American Company in the UK Market Investor Relations Magazine
2000-2002
Italy
Year
100 Best Workplaces in Europe The Financial Times
2004
Best Companies to Work For II Sole 24 Ore
2003

Vietnam

Year

Vietnam's 50 Best Employers Best Employers to work for in Vietnam

2006-2007
Company's Registered Office

Colgate Research Centre

Main Street, Hiranandani Gardens
Powai, Mumbai 400 076
Contact no.: 022 -67095050
Fax: 25705088
Designated Officials for Investors Grievance
Girija Jambhekar
Sr. Executive - Legal
Niket Ghate
Company Secretary and Compliance Officer
Contact Emails
investors_grievance@colpal.com - For investors related enquiries
consumeraffairs_india@colpal.com - For general enquiries

CHAPTER-4
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

In this project an effort is made to analyze the brand preference of Colgate tooth paste. For
this purpose a comparative form of Questionnaire was given to a sample of 85 genuine
respondents and the data collected was administered and interpreted as under.

For getting the required information a survey was conducted with some of the well-known
persons and also with some of the employees. The data was organized an interpreted by using
some of the statistical method such as
1. Collection of data
2. analysis of data
3. Tabulation of data
4. Interpretation
In the present day context there is a cut-throat competition in the market due to drastic changes
in technology and ever changing factors and needs of customers. In this competitive marker
Brand preference is an important aspect in determining the position of the company.

1).Which brand do you prefer shopping in?

brands

No. of respondents

%of respondents

Colgate

53

53

Close up

16

16

Pepesodant

21

21

other

10

10

60
50
40
30
20

No. of respondents

10

%of respondents

INTERPRETATION
It is analyzed from the above table that majority of respondents i.e. 53% of them are using
Colgate brand. It reveals that Colgate has a major share in the market the other brands have a
total share less than 50%.

2).Which among the following features/factors are influenced you to

purchase items in Colgate brand products.

Factors
Price

No. of Respondents
24

%of Respondents
24

Quality

41

41

Quantity

18

18

Good packaging

17

17

INTERPRETATION
The above table shows the factors influencing the customers preference of Colgate. More than
41% of the respondents viewed that quality has influenced them to prefer Colgate and above
24%because of price and 18% because of quantity and 17% because of good packaging.

3).Specify the brand that can be offer products at reasonable prices?

Brands

No. of Respondents

%of Respondents

Colgate

57

57

Close up

10

10

Pepesodant

16

16

other

17

17

120
100
80
60
%of Respondents

40

No. of Respondents

20
0

INTERPRETATION
The above table shows the factors influencing the customers preference of Colgate .more than
57%of respondents viewed that Colgate gave the products at reasonable prices, and followed by
others and close up.

4).What comes to your mind when you think of Colgate brand?

factors

No. of Respondents

%of Respondents

Reputed known brand

34

34

Employee response

21

21

No. of products

25

25

Company good will

20

20

INTERPRETATION
from the above table, it is evident that brand is more influence the customers, the information of
the above table depicts that more than 34% of respondents feel the reputed known brand is
comes to mind to purchase the products, and 25% of respondents viewed that no of products
comes to mind and remaining respondents are viewed employee response and company good
will.

5).How did you first hear about Colgate brand?

source

No. of Respondents

%of Respondents

TV

27

27

News papers

15

15

Magazines

23

23

Internet

11

11

Friends&family

24

24

INTERPRETATION
The above table shows the publicity of Colgate. A question was posed to respondents to get the
information about the advertisements awareness of Colgate. of which more than 27% they first
come to know that through TVs, and 24%viewed that friends and family and 23% viewed
magazines and only 11% viewed they come to know through internet.

6).If you have seen the advertisement of Colgate brand products, what did you
feel about the advertisement?
particulars

No. of Respondents

%of Respondents

Excellent

22

22

Good

38

38

Satisfactory

26

26

Bad

Worse

INTERPRETATION
The above table shows the advertisement effectiveness. A question was posed to respondents
about the feelings of customers on Colgate, 38% respondents told that divertisement was good,
26% respondents feel advertisement was satisfactory, 22% respondents feel that advertisement
was excellent, and remaining respondents feel that advertisement was bad.

7).The advertisement motivating you to buy the Colgate brand products?

Particulars

No. of Respondents

%of Respondents

Strongly agree

31

31

Agree

19

19

Disagree

29

29

Strongly disagree

21

21

INTERPRETATION
From the above the table, it is very clear that advertisement is motivated to buy the products in
Colgate products. 31% are strongly agree to advertisement is motivated and 29% respondents are
disagree to advertisement motivation, and 21% are strongly disagree and 19% are motivated
through the advertisement.

8). Is only advertisement sufficient of purchasing the products?

Particulars

No. of Respondents

%of Respondents

Yes

59

59

No

41

41

INTERPRETATION
From the above table, it is clearly show that 59% of respondents are feel that advertisement is
sufficient for purchase of products, and 41% respondents are opposed this.

9).According to you what motivated to purchase this Colgate brand products?

Particulars

No. of Respondents

%of Respondents

Advertisements

30

30

Friends

35

35

Schemes

20

20

Brand

15

15

INTERPRETATION
The above table shows the brand motivation individual customers. A question was administered
to the respondents to get the information about the brand motivation of Colgate Products. Above
table shows that 35% of the respondents are in viewed that that are motivated through the
friends, more then 30% viewed that they are motivated through advertisement & 20% comes to
motivated through schemes. And remaining through the brand name.

10). Are you aware of new products launched by Colgate?

Particulars

No. of Respondents

%of Respondents

Yes

37

37

No

63

63

INTERPRETATION
From the above table, it is very clear that more then 63%of respondents are not aware of new
products launched by Colgate, and only 37% of respondents are aware of new products launched
by Colgate.

11). I like new products produced by Colgate?

Particulars

No. of Respondents

%of Respondents

Strongly agree

40

40

Agree

35

35

Disagree

20

20

Strongly disagree

INTERPRETATION
From the above table, it is evident that more then 40% respondents feel that they are strongly
agree to like the new products launched by Colgate & 35% of respondents are agree to like new
products and 20% of respondents are disagree to new products launched by Colgate products.

12).What is your opinion about Colgate?

Particulars

No. of Respondents

% of Respondents

Excellent

20

20

Good

30

30

Satisfactory

35

35

Neutral

15

15

INTERPRETATION
From the above table, it is evident that 35% of respondents depicts that Colgate products are
satisfactory and 30% are tells that products are good and 20% respondents tells that products are
excellent only 15% respondents are neutral.

13). Do you agree Colgate brand products maintain ISO quality standards?
Particulars

No. of Respondents

%of Respondents

Agree

63

63

Disagree

37

37

INTERPRETATION
From the above table, it is very clear that 63% respondents are evident that Colgate maintain ISO
standards and only 37% respondents are opposed to that Colgate maintain ISO standards.

14). Is it necessary to build a long term relationship between customers and

Colgate brand products?
Particulars

No. of Respondents

%of Respondents

Yes

68

68

No

32

32

INTERPRITATION
From the above table, it is evident that customer relationship is more re important, 68% of
respondents are agreeing to customer relationship, only 32% respondents are disagreeing to
customer relationship.

15).Do you agree Colgate brand products are always available to customers?

Particulars

No. of Respondents

% of Respondents

Strongly agree

25

25

Agree

40

40

Disagree

20

20

Strongly disagree

15

15

INTERPRETATION
From the above table, it is clearly evident that 40% respondents are agree that Colgate products
are always available to customers, and 25% respondents are strongly to available, only 20%
respondents are disagree followed by 15% strongly disagree to availability of products.

CHAPTER-5
FINDINGS, SUGGESTIONS &
CONCLUSION

FINDINGS
The following conclusions have been drawn on the basis of the analysis:
1. Around 53% of respondents like to purchase in Colgate.
2. Quality and price are factors, which very much influencing the customers.
3. Around 57% of the respondents feel that Colgate give the products at reasonable prices.
Only less than 40% respondents feel that other brands give the products at reasonable
prices.
4. Around 34% of respondents tell that repetitive known brand is comes to mind when they
will purchase the products. So we needs increase the increase the brand image in
customers mind.
5. It is very clear that TV advertisement have very much influence on customers in
purchasing of products. From survey more the 27% respondents herd about the Colgate
through the TVs.
6.

from the survey more then 38% respondents feel that Colgate advertisement was good,
and 26% respondents feel that advertisement was satisfactory, and 22% respondents was
very much influenced.

7. It was founded that advertisement was motivated the customers, from the survey majority
of respondents strongly agree to motivation through the adds. Minor respondents 20% are
disagree to motivation through advertisements.
8. Above 59% respondents feel that advertisement is sufficient for Colgate. So company
should concentrate more on ads.

9. It was founded that friends are very much influenced by customers to purchasing the
products. Schemes also are influencing the customers.
10. Only 36% of respondents are aware of new products launched by Colgate, so we need to
improve awareness on new products.
11. From the survey 40% of respondents strongly agree to like the new products lunched by
the Colgate Products.
12. From the survey it is clear that a respondent on whole opinion about Colgate Products is
very good.
13. From the survey it is very clearly that most of customers agree that Colgate Products are
maintain ISO quality standards.
14. From the survey 68% respondents agree that it is necessary to maintain long term
relationship between customer and company.
15. It is founded that Colgate Products are always available to customers 40% of
respondents are agree; only miner respondents are disagree.
16. Majority of the respondents do not switch to other brands in absence of Colgate Products
in various super market because they have that much of belief the brand preference
towards Colgate products.

SUGGESTIONS
1. Colgate Products has good recognition and recall rate but it is not on the top of the mind of all
the respondents. Thus it is clear that it still has scope in creating awareness. It can be attained by
aggressive advertisement and dominate the ads of other brands with Unique advertisements.
2. As majority of the respondents feel that advertisement plays a major role in motivating
and it is the driving factor in buying a product, thus it is essential to concentrate on advertisement
to increase their market share.
3. The company should adopt effective advertisement strategies to tap the untapped

market.

4. It should keep and maintain appropriate product quality.

5. Timely response to the customers complaints should be given.
6. It is essential thing to improve sales; advertising educates the customers about the product
and improves the sales as well as popularizing the Colgate Products brand. Keeping this view it
is suggested that the company should adopt an effective media mix of advertisement.
7. Super market manager take the complaints regarding the product and should pass it to the
company, so that the company can help them in meeting the complaints and rectifying them so as
to satisfy the customers and gain his confidence.
8. In order to improve the sales other steps such as providing discounts, quality
and attractive packages should be adopted.

maintained

CONCLUSION

Colgate Toothpaste is one of the fast moving brand. The company is holding a good
market share which is the result of the efforts made by the company management and the
executives. Supply and quality factors are fetching to the movement of brand. The company is
having a good dealer network and it is maintaining good relations with them i.e., the service rate
of the company is good.
The price of Colgate Toothpaste is matching with the quality of the same, but a little
mismatch with the age of the brand considering the competitive market. However with the ideal
promotional strategies and increasing the satisfactory level of the dealers the company can grow
and become a market leader in the near future.

QUESTIONNAIRE

Personal profile:
Name

Age

Gender

Qualification

Profession

Income

1).Which brand toothpaste do you prefer shopping in?

A. Colgate

B. Close Up

C. Pepsodent

D. Other

2). which among the following feature/factors are influenced you

To Purchase items in Colgate brand products.

A. Price

B. Quality

C. Quantity

D. Good packaging

3). is it necessary to build a long term relationship between customer

and Colgate brand?
A. Agree

A. Colgate
C. Pepsodent

B. Disagree

4). Specify the brand that can be offer products at reasonable prices?
B. Close Up
D. Other

5). what comes to your mind when you think of Colgate brand?

A. Reputed known brand

B. Employee response

C. No. of products

D. Company good will

6). How did you first hear about Colgate brand?

A. TV

B. News paper

C. Magazine

D. Internet

E. Friends & relatives

7). If you have seen the advertisement of Colgate brand products, what did you feel
About the advertisement?

A. Excellent

B. Good

C. Satisfactory

D. Bad

E. Worse

8). the advertisement motivated you to buy the Colgate brand products?
A. Strongly agree
C. Disagree

B. Agree
D. Strongly disagree

9). is only advertisement sufficient of purchasing the product?

(
A. Yes

B. No

If no, please specify what made you to purchase the super market.

..
10).According to you what motivated to purchase this Colgate brand products
A. Advertisements

B. Friends

C. Schemes

D. Brand

11). Are you aware of new products launched by Colgate?

A. Yes

B. No

12). I like the new Products produced by Colgate?

A. Strongly agree

B. Agree

C. Disagree

D. Strongly disagree

13). what is your opinion about Colgate?

A. Excellent
B. Good
C. Satisfactory
D. Neutral
E. Bad
F. Very bad
G. Worse

14). Do you agree Colgate brand products maintain ISO quality standards?
A. Agree

B. Disagree

15). Do you agree Colgate brand products are always available to customers?
A. strangely agree

B. agree

C. disagree

D. strongly disagree

16). Please give your suggestions on Colgate brand?

BIBLIOGRAPHY
Philip kotler- Marketing Management-12th edition 2007, PHI, New Delhi.
Rajan Saxena-Brand Preference-4th edition 2004, TMH- New Delhi.
Tapana.K.Panda- Brand Preference -2nd edition 2007, Excel Books, New Delhi
Rajeev Batra, John.G, Myers, David.A.Aaker-Advertisement Management-5th edition 1999,
PHI, New Delhi.
Cravens.Hills.Wood Ruff- Brand Preference -AITBS Publishers and Distributors, New Delhi.
Aaker,Kumar,Dankundli-Marketing Research-7th edition, John Wiley& sons, New Delhi.
Nirmal Kumar-Marketing as Strategy, HBS Press, New Delhi.
Subhash.C.Jain-Marketing Planning and Strategy-6th edition 2007, Thomson, Chennai.
George.E.Belch & Michael.A.Belch-Advertising and Promotion-13th edition 2007, TMH, New
Delhi.
S.H.H.Kazmi, satish.k.Batra, Advertising and sales promotionsj-2nd edition 2007, Excel Books,
New Delhi.

Websites:
www.colgate.co.in
www.slideshare.com
www.economictimes.com
www.etnow.com
www.google.com