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DEPARTMENT OF BUSINESSMANAGEMENT

A

PROJECT REPORT

ON

COLGATE PALMOLIVE LTD.

UNDER THE GUIDANCE OF

Prof .Rashmi

SUBMITED BY: - Anra!ha . M""

#ina$a. Na!ar

%iran . H&mani

Rasi"a. Pa'i(

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Sn&ha(. Bhari

DECLARATION

We, students of Master of busnessad!nstraton studes, "ereb# de$%are t"at &e "a'e

su$$essfu%%# $o!(%eted t"s Pro)e$t on Mar*etn+

!ana+e!ent n a$ade!$ #ear -/-0. T"e

nfor!aton n$or(orated n t"s (ro)e$t s true and

or+na% to t"e best of our *no&%ed+e.

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ACKNOWLEDGEMENT

T"s (ro)e$t s a resu%t of ded$ated effort.

It +'es us !!ense (%easure to (re(are t"s (ro)e$t

re(ort on )COLGATE PALMOLIVE LTD*.

We &ou%d %*e to t"an* our (ro)e$t

+ude, Prof.+ for $onsu%tat'e "e%( and $onstru$t'e

su++eston on t"e !atter n t"s (ro)e$t. We &ou%d %*e

to t"an* our (arents and our $o%%ea+ues &"o "a'e"e%(ed us n !a*n+ t"s (ro)e$t a su$$essfu% one.

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INDE1

S. No. CONTENTS Pa,&

No.

COMPAN2 PRO3ILE 0

INTROD4CTION 5/6

7 COMPAN2 8I9TOR2 :/

0 MAR;ETING MI1 /

< 9WOT ANAL29I9

6 9TP ANAL29I9

> =ALACE98EET

: RECOMMANDATION9

: CONCL49ION

-

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COMPANY PROFILE

Coman$ nam& Co%+ate Pa%!o%'e Ltd.

Da'& of Es'a(ishm&n' :76

R&/&n& 706.>> ?49D n M%%ons@

Mar"&' Ca ?Rs. In !%%ons@

Corora'& A!!r&ss Co%+ate Resear$" Centre,

Man 9treet

8ranandan Gardens

Po&a ,Mu!ba/0---6

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Dir&1'ors 0 Derr$* 9a!ue%, J ; 9etna,9*a%a,

; V Vad#aanat"an, M E%as,P;

G"os", R A 9"a", V 9 Me"ta

Bsin&ss O&ra'ion 8ouse"o%d Persona% Produ$ts

Ba1",ron! Co%+ate/(a%!o%'e s Rs .7-- $rore $o!(an#

started n #ear :76. In Rs ,0-- $rore

do!est$ !ar*et t en)o#s 5-B of !ar*ets

s"are. It s(read a$ross 0.5 !%%on reta%s

out%ets out of &"$" .5 !%%on are dre$t

out%ets.

Finan1ia(s Tota% In$o!e Rs -

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INTRODUCTION

Co%+ate Pa%!o%'e Co!(an# s an A!er$an d'ersfed

!u%tnatona% $or(oraton fo$used on t"e (rodu$ton,

dstrbuton and (ro'son of "ouse"o%d, "ea%t"$are and

(ersona% (rodu$ts, su$" as soa(s, deter+ents, and ora% "#+ene

(rodu$ts ?n$%udn+ toot"(aste and toot"brus"es@.

4nder ts 8%%s brand, t s a%so a !anufa$turer of 'eternar#

(rodu$ts. T"e $o!(an#s $or(orate off$es are on Par*

A'enue n Ne& 2or* Ct#, a$ross fro! t"e Wa%drof Astora.

In Inda, t o(erates under t"e na!e as Co%+ate/Pa%!o%'e

?Inda@ %!ted and ts "ead off$e s at Mu!ba.

Colgate Palmolive is a $10.6 billion global

company serving people in more than 200

countries an territories !ith consumer proucts

that ma"e lives healthier an more en#oyable.

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COLGATE PALMOLIVE INDIA:

8eadFuarter n Mu!ba.

Annua% Turno'er around -- $rs.

Mar*et %eaders n ora% $are.

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Co%+ate $onsstent%# &on Inda no brand of t"e #ear a&ard

fro! %ast t"ree #ears.

Co%+ate ran*ed a!on+ best e!(%o#er n Inda.

Custo!er base of !ore t"an > %a$s reta%ers.

9er'$ed b# $o!(an# fe%d for$e, !ore t"an >-- sto$*est

su(er sto$*est t"er fe%d for$e.

Co%+ate s t"e brand t"at (eo(%e trust, for $o!(%ete ora% $are

(rote$ton for t"e!se%'es and ones t"e# %o'

COMPANY HISTORY

2345 / W%%a! Co%+ate starts a star$", soa( and $and%e busness on

Dut$" 9treet n Ne& 2or* Ct#.

2326 / 3rst Co%+ate ad'ertse!ent a((ears n a Ne& 2or* ne&s(a(er.

2374/ Co%+ate estab%s"es a star$" fa$tor# n Jerse# Ct#, Ne& Jerse#.

2386 / 4(on t"e deat" of founder W%%a! Co%+ate, t"e $o!(an# sreor+aned as Co%+ate Co!(an# under t"e !ana+e!ent of 9a!ue%Co%+ate, "s son.

2369/ Co%+ate ntrodu$es toot"(aste n )ars.

236/ Ger"ard Mennen estab%s"es a ("ar!a$# n Ne&ar*, NJ, %ater

be$o!n+ t"e Mennen Co!(an#.

235/ Co%+ate ntrodu$es toot"(aste n a $o%%a(sb%e tube.

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247 / 9t#%s" Co%+ate ad'ertsn+ be+ns, e!("asn+ n+redent

(urt# and (rodu$t benefts.

245/ Co%+ate Co!(an# $e%ebrates ts --t" ann'ersar#. Produ$t

%ne n$%udes o'er >-- dfferent (rodu$ts.

222 / Co%+ate dstrbutes t&o !%%on tubes of toot"(aste and

toot"brus"es to s$"oo%s, and (ro'des "#+ensts to de!onstrate toot"

brus"n+.

22;/ Co%+ate estab%s"es ts frst nternatona% subsdar# n Canada.

294/ On Mar$" 7, Co%+ate s frst %sted on t"e Ne& 2or* 9to$*

EH$"an+e.

29/ Dr. Mar* L. Morrs de'e%o(s a (et food to "e%( sa'e a +ude do+

na!ed =udd# fro! *dne# dsease. T"s brea*t"rou+" %eads to t"e frst

8%%s Pres$r(ton Det (rodu$t.

285 - Co%+ate o(ens $or(orate "eadFuarters at 7-- Par* A'enue nNe& 2or* Ct#.

253 - Co%+ate toot"(aste adds M3P 3%uorde, $%n$a%%# (ro'en to

redu$e $a'tes.

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267 - Co%+ate a$Fures 8o#t Laboratores, &"$" %ater be$o!es

Co%+ate Ora% P"ar!a$eut$a%s.

238/ Co%+ate/Pa%!o%'e enters nto a )ont 'enture &t" 8on+ ;on+/

based 8a&%e# 8ae%, a %eadn+ ora% $are $o!(an#, &"$" adds

stren+t" n *e# Asan !ar*ets.

23/ Annua% Co!(an# sa%es sur(ass t"e 5 b%%on !ar*.

28 / Co%+ate enters Centra% Euro(e and Russa, eH(andn+ nto fast/

+ro&n+ !ar*ets.

26/ Co%+ate Tota% toot"(aste s ntrodu$ed n t"e 4.9. and Fu$*%#

be$o!es t"e !ar*et %eader. On%# Co%+ate Tota%, &t" ts /"our

(rote$ton, f+"ts a $o!(%ete ran+e of ora% "ea%t" (rob%e!s.

744; - Co%+ate a$Fures t"e GA=A ora% $are busness n Euro(e, &t"

ts stren+t" n t"e !(ortant Euro(ean ("ar!a$# $"anne% and ts tes

&t" t"e denta% $o!!unt#.

Today Toda#, &t" sa%es sur(assn+ 5 b%%on, Co%+ate fo$uses on four $ore

busnessesK Ora% Care, Persona% Care, 8o!e Care and Pet Nutrton.

Co%+ate no& se%%s ts (rodu$ts n o'er -- $ountres and terrtores

&or%d&de.

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MARKETING MIX

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MARKETING MIX

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PROD4CTC49TOMER WANT9AND NEED9

PRICE CO9T TO 9ATI932

PLACE CONVIENCE TO =42

PROMOTION COMM4NICATION

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1. Produc :!

T"e (rodu$t, t"e Pre$son toot"brus", s a (rodu$t t"at s"ou%d

add 'a%ue to a bu#ers %fe.

It s"ou%d a%so add ut%t#, and !eet t"e &ants and needs oftar+eted $onsu!ers.

T"e (rodu$t s"ou%d be unFue and dfferent fro! a%% s!%ar

(rodu$ts t"at are a%read# a'a%ab%e on t"e !ar*et.

T"e strate+# s to dfferentate t"e (rodu$ts des+n and

(a$*a+n+, &"$" n return &%% $ause t"e toot"brus" to stand

out.

VARIOUS TYPES OF COLGATE

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2.Pr"c#:!

T"e (r$e of a (rodu$t sa#s so!et"n+ about t"e Fua%t#.

E'en t"ou+" t"e Fua%t# of t"e Pre$son toot"brus" &%% be

s+nf$ant%# "+"er t"an ot"er %eadn+ toot"brus"es, t"e (r$e of t"e

toot"brus" &%% be deter!ned b# t"e (r$es of t"e ot"er toot"brus"es

a%read# n t"e !ar*et.

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T"s (r$n+ strate+# s a resu%t of (ostonn+ t"e toot"brus" as a

!anstrea! (rodu$t rat"er t"an a n$"e (rodu$t.

$. P%&c#:!

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P%a$e re(resents t"e %o$aton &"ere a (rodu$t $an be

(ur$"ased.

T"e !ost !(ortant (art of !ar*etn+ s "o& a (rodu$t &%%

+et fro! t"e se%%er to t"e bu#er.

Man# (rodu$ts +o t"rou+" a $"anne% of dstrbuton, &"$"

n'o%'es !anufa$turers, &"o%esa%ers, reta%ers, and

$onsu!ers.

T"e dstrbuton strate+# (ro(osed for t"e Pre$son

toot"brus" s t"rou+" dentsts, (%ast$ sur+eons, dru+ stores,

+ro$er# stores, %ar+e reta% stores, and de(art!ent stores.

T"e (rodu$t s a'a%ab%e n t"e a%% Inda !ar*et, n$%udn+

se!/urban rura% !ar*ets &"$" are t"er (r!ar# fo$us.

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'. Pro(o"o) :!

Produ$t (ro!oton s $o!!un$aton s(read t"rou+"

ad'ertsn+, Pub%$t# and sa%es (ro!oton.

Pro!oton re(resents a%% of t"e $o!!un$aton t"at !ar*eters

use n t"e !ar*et.

We su++est t"at Co%+ate/Pa%!o%'e ad'ertse t"er (rodu$ts

b# usn+ $o!!er$a%, !a+ane ads, t"e rado, ads t"at are tobe (%a$ed n dentst off$es, b%%boards, and t"e sdes of buses.

Ad'ertsn+ s done to (ro!ote ne& (rodu$ts, re!nd

$onsu!ers of eHstn+ (rodu$ts, and a%so (ro!ote t"e !a+e

of t"e $o!(an# at "and. We a%so su++ested t"at Co%+ate

offer s(e$a% $ou(ons and rebates t"rou+" t"er ot"er(rodu$ts, and a%so food (rodu$ts.

A%so, Co%+ate $ou%d beneft fro! t"e usa+e of n/store

ds(%a#s.

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Most of t"e (ro!otona% a$t'tes &ou%d be T.V. !eda.

T.V., 3M rado for urban (o(u%aton.

Pro!oton to&ards rura% (o(u%aton a%so.

BCG MATRIX

T"e =CG !atrH or a%so $a%%ed =CG !ode% re%ates to !ar*etn+. T"e

=CG !ode% s a &e%%/ *no&n (ortfo%o !ana+e!ent too% used n

(rodu$t %fe $#$%e t"eor#.

=CG !atrH s often used to (rorte &"$" (rodu$ts &t"n $o!(an#

(rodu$t !H +et !ore fundn+ and attenton.

T"e =CG !atrH !ode% s a (ortfo%o (%annn+ !ode% de'e%o(ed b#

=ru$e 8enderson of t"e =O9TON CON94LTING GRO4P n t"e

ear%# :6-s.

T"e =CG !ode% s based on $%assf$aton of (rodu$ts ?and !(%$t%#

a%so $o!(an# busness unts@ nto four $ate+ores based on

$o!bnaton of !ar*et +ro&t" and !ar*et s"are re%at'e to t"e %ar+est

$o!(ettor.

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SWOT ANALYSIS

9WOT s an a$ron#! for t"e nterna% stren+t" and&ea*ness of a fr! and t"e en'ron!enta% o((ortuntes and

t"reats fa$n+ t"e fr!.

9WOT ana%#ss s a &de%# used te$"nFue t"rou+"

&"$" !ana+ers $reate a Fu$* o'er'e& of a $o!(an#s

strate+$ stuaton.

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T"e te$"nFue s based on t"e assu!(tons t"at an

effe$t'e strate+# der'es fro! a sound ft bet&een a fr!snterna% resour$es ?stren+t"s and &ea*ness@ and ts eHterna%

stuaton ?o((ortuntes and t"reats@.

INTERNAL 3ACTOR9K/

?@ 9TRENGT8 K/

Co%+ate denta% $rea! offers a%%/round $a't# (rote$ton, e'en

&"ere a toot"brus" $annot rea$".

Its +reat !nt taste fres"ens breat".

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It (rote$ts a+anst root $ares.

It $%eans !a*es teet" &"ter and re(ars ear%# de$a# s(ots.

EHtre!e%# (o(u%ar brand and "+" brand a&areness due to

ad'ertsn+.

?@ WEA;NE99 K/

8+" de(enden$e of t"e $o!(an# on a sn+%e $ate+or# .e., ora%

$are.

Redu$ton n ad'ertse!ent eH(endture n order to !antan

+ro&t".

E1TERNAL 3ACTOR9

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?7@ OPPORT4NITIE9K/

Le'era+e on fa$t t"at Co%+ate "as been ran*ed as t"e !ost

trusted brand n Inda.

3o$us on nno'atons and ne& (rodu$t %aun$"es b# de(%o#n+

ad'an$ed te$"no%o+es.

Gro&t" n e!er+n+ !ar*ets rura% and se!/ urban.

?0@ T8REAT9K/

8+" $o!(etton fro! $o!(ett'e brands %*e Pe(sodent

fro! 84L.

In$reasn+ $o!!odt# (r$es for !anufa$turn+.

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STP ANALYSIS

?@ SEGMENTATION K/

Co%+ates !ar*et se+!entaton s 'er# broad be$ause a%% t"er

(rodu$ts are of need to !ost (eo(%e so t"ose (eo(%e s"are as!%ar nterest n (rodu$t needs.

Co%+ate uses a se+!entaton bases b# *no&n+ t"at $ertan

+rou(s of (eo(%e need Co%+ate toot"(aste for a s(e$f$ s!%ar

reason %*e #e%%o& teet", senst'e teet" or )ust teet" &t"

$a'tes.

Co%+ate a%so uses t"e fa!%# %fe $#$%e be$ause t"e# !a*e

toot"(aste t"at $ou%d be used for +ro&nu(s and $"%dren.

A%so, toot"brus"es are !ade to attra$t #oun+ $"%dren &t"$artoon $"ara$ters and dfferent tastes and are %ess stron+ so

t"at t &ou%dnt da!a+e t"er +u!s.

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?@ TARGET GRO4PK/

MA= FRESH K Co%+ate tar+eted #out" &t" t"e

ntrodu$ton of t"s toot"(aste, as t"s "e%(s n refres"es breat".

ACTI#E SA

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CO

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Co%+ate (ostoned se'era% toot"(aste so t"at (eo(%e &ou%d

%*e t"e (rodu$ts !ore %*e addn+ a dfferent st#%e or taste tot"e toot"(aste.

Co%+ate re(ostons t"er (rodu$ts be$ause &t" t"e &a#

t"e# !ar*et and (ro!ote t"er (rodu$ts, $onsu!ers *no& t"at

t"ese (rodu$ts are &a# better t"an ot"er brands and

$o!(etton t"at s out t"ere.

Late%# &t" $o!(etton fro! nd+enous 'e+etaran

toot"(astes, Co%+ate denta% $rea! "as a%so (ostoned tse%f as

an a%&a#s --B 'e+etaran toot"(aste. T"e ta+%ne of ts

ad'ertse!ents, trusted b# +eneratons to !a*e teet"

stron+er.

Co(,a'& 'o'a(27 "a'e been (ro)e$ted as t"e !ost

ad'an$ed toot"(aste t"at (ro'de "r +er! (rote$ton e'en

after eatn+ and drn*n+ b# bu%dn+ a (rote$t'e s"e%d around

t"e teet".

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Co(,a'& ma? fres" (ostons tse%f on t"e bass of

fres"ness. T"e ta+%ne ne& d!ensons brn+s "o!e t"s'er# (ont.

Co(,a'& "i!s toot"(aste tres to (oston tse%f based on

e!otons &"$" s a((arent n ts ta+%ne !a*es f+"tn+

$a'tes fun

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RECOMMANDATIONS

Co%+ate s"ou%d "re $e%ebrtes for t"e ad'ertse!ent.

T"e# s"ou%d a%so n$rease t"er C9R a$t'tes be$ause

t"e# "a'e 'er# +ood !a+e n t"e !ar*et.

Tar+et !ar*et s"ou%d be $%ear%# e!("ased n t"e

ad'ertse!ent.

Co%+ate s"ou%d e!("ase on d+ta% brandn+ .e.,

on%ne (ur$"ase.

Co%+ate s"ou%d use $o%orfu% (aste to $reate unFueness.

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BA

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Mar @ 27 Mar @ 22 Mar @ 24 Mar @ 4 Mar @ 43

Net b%o$* 50.0 55.-0 0

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It s a%so "o%dn+ a +ood (%a$e n t"e toot"(aste !ar*et

&t" a s"are of around -B / 5B.

As %*e for a%% ot"er (rodu$ts Co%+ate s a%so fa$n+ a

t+"t $o!(etton n t"e toot"(aste Mar*et.

9n$e t"e $o!(etton s too stron+ t"e $o!(an# "asto *ee( on &at$"n+ !ar*et $%ose%# for a'odn+ an# sudden

$o%%a(se for t"e (rodu$t.

3na%%#, t s"ou%d note t"at t"e $o!(an# !a# "a'e to

fa$e %ot of t"reats n $o!n+ #ears %*e (o%t$a% t"reats,

%e+s%aton t"reats on+on+ e$ono!$ $rss, $"an+n+ %fe st#%eof t"e (eo(%e et$. If t"e $o!(an# s ab%e to o'er$o!e a%% t"e

t"reats and $an (re(are t"e!se%'es for fa$n+ t"e (rob%e!s n

ad'an$e t $an a$"e'e a +ood +ro&t" for COLGATE.