A PROJECT REPORTON

THE COMPARISON BETWEENCOLGATE AND PEPSODENT

ONTHE BASIS OF

CUSTOMER SATISFACTION

V/s

SUBMITTED TO SUBMITTED BYNIKHIL SHARMA VIJAY PRAJAPATM.B.A Part-1st

IInd Semester (2009-11)`

CONTENTS

S. no. Topics Page no.1. Acknowledgement2. Did you know?3. Introduction4. How it work?5. Types of Product6. Retail Shelves 7. Advertisement8. Performance of Colgate & Pepsodent at

Wholesale Market9. Performance of Tooth Brush10. Comparison of Brand (in%) as per Demand11. Comparison of Brand (in%) for Customer

Satisfaction12. Case Study13. Customer response14. Customer attitude survey towards Colgate v/s

Pepsodent15. 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 & 300 gm

28, 42, 54 & 82

Colgate Cibaca 200 gm 27Colgate Total 12 75 & 150 gm 33 & 62Colgate Sensitive 50 & 100 gm 35 & 58Colgate Active Salt 100 & 200 gm 29 & 54Colgate Advanced Whitening

75 & 150 gm 26 & 50

Colgate Herbal 100 & 200 gm 30 & 55Colgate Fresh Energy Gel

80-150 & 200 gm 30, 50 & 63

Colgate Max 80 & 150 gm 29 & 50Colgate Kids Pink, Blue

40 gm 24, 22

Colgate 200 gm 38Colgate Sensitive 100 ml 40Pepsodent 2 In 1 80 & 150 gm 30 & 50Pepsodent Complete 80, 175 & 255 gm 25, 53 & 69Pepsodent G 150 gm 60Pepsodent Decay Protection

40, 80 & 175 gm 12, 23 & 46

Pepsodent Sensitive 100 gm 55Pepsodent Whitening 80, 175 gm 30 & 50Pepsodent Superman 80 gm 45Pepsodent Barbie 80 gm 45Pepsodent 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 PesodentNo. of user 62% 38%

PERFORMANCE OF TOOTH BRUSH

Brand Colgate Pesodent Oral B and otherNo. of user 55% 26% 19%

COMPARISON OF BRANDS (IN %) AS PER DEMAND

Demand

Colgate

Pepsodent

Close up

Dabur/Babool

Anchor

COMPARISON OF BRANDS (IN%) FOR CUSTOMER SATISFACTION

Satisfaction

Colgate

Pepsodent

Close up

Dabur/Babool

Anchor

Brands Demand

Colgate 33%

Pepsodent 26%

Close up 20%

Dabur/Babool 12%

Anchor 9%

Brands Satisfaction

Colgate 30%

Pepsodent 25%

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