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COLGATE PALMOLIVE LIMITED

One of largest FMCG company in India

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ABOUT COLGATE PALMOLIVE LTD.

• Colgate is one of the world's largest consumer products company by market share with commercial presence in 6 continents.

• As of 2011, the company holds a staggering 44.7% global market share under it’s flagship product toothpaste.

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BUSINESS OVERVIEW

• Colgate has operations in North America, Latin America, Europe/South Pacific, and Greater Asia/Africa.

• The company divides its business into product segments: Oral Care, Personal Care, Home Care, and Pet Nutrition.

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OBJECTIVE

• To find factors which influence consumer behavior while purchasing Colgate toothpaste.

• Also, to know the basic awareness that people have about Colgate Sensitive toothpaste which caters to the Niche segment.

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TARGET GROUP

(For Colgate toothpaste):• Toward rural and urban consuming class.

(For all the age groups and SEC A, B and C).

(For Colgate Sensitive toothpaste):• It caters to the Niche Segment and the age group of

20+ and SEC A and B.

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SOURCE OF DATA

• In our case, we have used primary data source. (Questionnaire)

(Definition of primary data)• Primary data means first hand data. The data which is

collected through: Observation, questionnaire, interview, telephonic talk, etc. is called primary data.

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FINDINGS IN INDIAN MARKET

• On the basis of questionnaire we have analyzed the responses received from consumers for Colgate toothpaste and Colgate Sensitive toothpaste.

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SAMPLING PLAN

• The total set of observation of numerical characteristics under study is called population.

• The size of population is 60 and they fall in the age group of 20-55.

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SCOPE OF STUDY

• The study was pertaining to questions like purchasing decision factors towards Colgate toothpaste and also questions like, whether the consumer are concerned about quality, price, availability, taste and brand loyalty which helped us to determine consumer behavior towards Colgate toothpaste.

• Also, the data study helped us in understanding awareness of the Colgate Sensitive toothpaste on the basis of questionnaire.

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COMPETITION

• Immense competition from organized as well as unorganized players.

• HUL is the closet rival of Colgate with a share of 34% with its Pepsodent and Close-up gel (where it has a lion’s share) brands.

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ANALYSIS OF QUESTIONNAIRE

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Q1. Which is your favorite brand of toothpaste?

Colgate has received the highest response of 65% which means that it’s the most preferred brand by the people over Pepsodent and other toothpastes.

Colgate65%

Pepsodent32%

Others3%

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Q3. Which factors attract you during a purchase of a toothpaste?

Quality which is 60% is the major factor which attracts the consumers during the purchase of a toothpaste.

Quality60%

Packaging10%

Flavour22%

Price8%

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Q8. Please rate the following sources of information in terms of importance when purchasing Colgate toothpaste

Respondents have rated the professional advice as the highest with 26% which means that it’s the most important source of information while purchasing Colgate toothpaste.

In-store advertising11%

Advertisements seen outside of the shops

Memories of previous toothpaste purchases

11%

Information on packag-ing

15%

Staff6%

Friends or Family21%

Professional advice

26%

11%

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Q9. When purchasing Colgate toothpaste which two product attributes influence your decision the most?

Respondents have rated the attributes - Freshening Breathe and For Sensitive teeth as the highest with 14% each which means that these are the most important attributes which influence the decision of people while purchasing Colgate toothpaste.

Price12%

Familiar Brand11%

Regular Type13%

Gel instead of Paste10%

Packaging13%

For Sensitive Teeth15%

Freshens Breathe14%

Whitems Teeth13%

Most important attribute and second important attribute that influence decision while purchase

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Q10. If you ever had any sensitivity problem what steps did you take to overcome it?

50% of the respondents have never had sensitivity problem before and 42% respondents who went through sensitivity problem visited the doctor for the same.

Doctor42%

Never Had Problem50%

Others8%

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Q11. Are you aware about Colgate Sensitive toothpaste?

82% of the respondents are aware of the Colgate Sensitive toothpaste, which proves that people are aware of this toothpaste however, it targets only niche segment.

82%

18%

Yes No

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Q12. How did you come to know about Colgate Sensitive toothpaste?

67% of the respondents came to know about the Colgate Sensitive toothpaste brand through TV Advertisement.

TV Advertisement67%

Word of Mouth18%

Newspaper10% Others

5%

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Q13. Are you aware about the utility of Colgate Sensitive toothpaste?

63% of the respondents knew the utility of the Colgate Sensitive toothpaste that is it is used for getting instant relief from the pain and the sensitivity of the gums and teeth.

No37%

Yes63%

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Q14. Do you plan to purchase Colgate toothpaste in the future?

61% of the respondents agreed to purchase Colgate toothpaste in the near future which states that Colgate is preferred by people more over other brands.

No22%

Yes62%

May Be17%

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Q16. What kind of offers would most likely make you purchase another brand of toothpaste?

40% of the respondents said “None of these” and 25% of the respondents replied “Buy 1 get 1 Free” are the offers which influence them to purchase another brand of toothpaste.

Price Reduction17%

Loyalty Points18%

None of the above40%

Buy 1 get 1 Free25%

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CONCLUSION

• Colgate is a known product. It has huge awareness and acceptance as compared to other brands.

• It has higher market share.

• However, Colgate Sensitive is also a known product as many people are aware about it.

• However, It’s a niche segment product therefore not used by everyone.

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Bina Bhatia (14)Gaurav M. Advani (25)Pankaj Chaturvedi (64)Robin Dhan (80)Sudha Gupta (101)Vikram Singh (110)