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1. Introduction2. Objectives3. Hypothesis4. Company Profile5. Research Methodology6. Data Analysis and Interpretation7. Verification8. Findings9. Conclusion10. Suggestion11. Limitations12. Bibliography13. Appendix

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INTRODUCTION

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INTRODUCTION

Market share is the percentage of a market (defined in terms of either units or

revenue) accounted for by a specific entity." In a survey of nearly 200 senior

marketing managers, 67 percent responded that they found the "dollar market

share" metric very useful, while 61% found "unit market share" very useful.

Increasing market share is one of the most important objectives of business. The

main advantage of using market share as a measure of business performance is that

it is less dependent upon macro environmental variables such as the state of the

economy or changes in tax policy. However, increasing market share may be

dangerous for makers of fungible hazardous products, particularly products sold

into the United State market, where they may be subject to market share liability.

MEANING:

Market share is a key indicator of market competitivenessthat is, how well a

firm is doing against its competitors. "This metric, supplemented by changes in

sales revenue, helps managers evaluate both primary and selective demand in their

market. That is, it enables them to judge not only total market growth or decline

but also trends in customers selections among competitors. Generally, sales

growth resulting from primary demand (total market growth) is less costly and

more profitable than that achieved by capturing share from competitors.

Conversely, losses in market share can signal serious long-term problems that

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require strategic adjustments. Firms with market shares below a certain level may

not be viable. Similarly, within a firms product line, market share trends for

individual products are considered early indicators of future opportunities orproblems."

DEFINITION: A percentage of total sales volume in a market captured by a

brand, product, or company.

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INTRODUCTION OF TOPIC

This project is concerned with the Market Share Of Colgate Tooth powder In

Gondia.

Colgate-Palmolive Company is an American multinational consumer products

company focused on the production, distribution and provision of household,

health care and personal products, such as soaps, detergents, and oral hygiene

products (including toothpaste and toothbrushes). Under its "Hill's" brand, it is

also a manufacturer of veterinary products. The company's corporate offices are on

Park Avenue in Midtown Manhattan, New York City.

Today, Colgate has numerous subsidiary organizations spanning 200 countries, but

it is publicly listed in only two, the United States and India. Colgate Palmolive

India ltd. is a 51% subsidiary of Colgate Palmolive Company, USA. It is the

market leader in the Indian oral care market, with a 51% market share in the

toothpaste segment, 48% market share in the toothpowder market and a 30% share

in the toothbrush market. The company also has a presence in the premium toilet

soap segment and in saving products, which are sold under the Palmolive brand.

Other well-known consumer brand includes Charmis skin cream and Axion dish

wash.

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The company s strategy s to focus on growing volumes by improving penetration

through aggressive campaigning and consumer promotions. The company plans to

launch new product in oral and personal care segment and is prepared to continuespending on advertising and marketing to gain market share. Margin gains are

being targeted through efficient supply chain management and bringing down cost

of operation. A substantial increase in profitability can be brought about through

Ad spends reduction.

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OBJECTIVES

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OBJECTIVES OF THE STUDY

To know the market share of Colgate tooth powder.

To study its customer satisfaction.

To find out which age group of people will prefer the colgate toothpowder most.

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HYPOTHESIS

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HYPOTHESIS OF THE STUDY

1. As compare to other oral care powders colgate tooth powder covers largermarket share in Gondia.

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COMPANY PROFILE

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ANDPRODUCT

PROFILE

INTRODUCTION OF COLGATE-PALMOLIVE

(INDIA) LIMITED

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Colgate-Palmolive is Rs1,300 crore company started in year 1937.In Rs2,400

crore domestic market it enjoys 50% of market share. It spread across 4.5 million

retails outlets out of which 1.5 million are direct outlets.

The Company is having four wholly owned subsidiaries namely Colgate-

Palmolive (Nepal), Multimint Leasing & Finance and Jigs Investments and

Passion Trading & Investment Company.

In November 2007, it acquired a 75% equity interest in Advanced Oral Care

Products, Professional Oral Care Products and SS Oral Hygiene Products, the

company is the fastest growing and one of the oldest company catering to the

personal care products. The company is regularly coming up with new products

and has been a consistent financial performer.

In July 2009, the Bombay High Court sanctioned the amalgamation of both

subsidiaries of the company - Advanced Oral Care Products, Goa and Professional

Oral Care Products, Goa.

In March 2010, Colgate Palmolive (India) has acquired the remaining 25% of

stake in CC Health Care Products from the local shareholders at an aggregate price

of Rs 69.07 lakh. Colgate already has 75% stake in CC Health, which is engaged

in the manufacture of toothpowder at Hyderabad.

PRODUCT PROFILE

Colgate tooth powder is a 16 year old brand that offers various oral care

solutions to specific need based solutions. Colgate tooth powder was launched

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in 1993 in India and since then the brand has raised the benchmark on oral

care solutions in India. Colgate tooth powder has a range of its flavours that

could take care of specific oral care needs. Colgate tooth powder fights germsto protect teeth against cavities and gives strong teeth, fresh breath and

healthy gums. Colgate tooth powder as an oral care expert offers solution to

specific problems like bleeding gums and sensitive teeth.

Old time radio has helped many products become popular. Although many

listeners complained about the commercials, they did buy the products the

announcer was selling on the air. One of these products was Colgate tooth

Powder. It was a leading brand of dentifrice during the years of radios golden

age, and it sponsored several popular radio programsbut had it not been for

radio, it might have been discontinued.

During the late 1920s, sales of Colgate tooth Powder were floundering badly.

It was serious enough that the people of the Colgate tooth Powder Company

were considering removing it from the open market. Luckily, the company

gave their beleaguered product another chance. The Colgate tooth powder

company gave Colgate tooth powder the sponsorship of a serial program that

was to make its network debut on Monday, August 19, 1929 over the stations

of NBCs blue Network. The serial program in question was AMOSn

ANDY.

The program quickly became successful. It was the program that the United

States took time out every Monday Saturday evening from 7:007:15 PM

to tune in (Monday Friday in later years). In order to maintain business

during this time, restaurants had radio installed so the people could enjoy

listening to AMOSn ANDY while eating their meals, Movie theaters delayed

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the start time of the movies they were presenting until after the program

concluded.

AMOSn ANDY was definitely a program, has made an impact on American

people.

PRODUCT LINE

Oral Care

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Personal Care

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Hard Surface Care

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RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

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Research may be defined as a scientific and a systematic search for information on

a specific topic. Research is an art of scientific investigation. Search of

information may be known as DATA.

Research in common parlance refers to research for knowledge. For some people,

research means a careful investigation or inquiry specially through search for new

facts in any branch of knowledge. While some people consider research as

movement, a movement from known to unknown. More specific definition of

research is it is a systematized effort of gain new knowledge.

Research is an academic activity and such terms should be used in a technical

sense. According to Clifford, research comprises defining and redefining

problems, formulating hypothesis or suggested solution, collecting, organizing and

evaluating data, making deduction and reaching conclusion and last carefully

testing the conclusion to determine whether they are fit the formulating

hypothesis.

Research is thus an original contribution to the existing stock of knowledge

making for its advancement.

The data collected directly from the targeted audience for the very first time is

known as PRIMARY DATA.

Sources of PRIMARY DATA

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1. Observation method2. Questionnaire.

The data collected from the modes where the data is already available is known as

SECONDARY DATA.

Sources of SECONDARY DATA:

1. Books2. Websites3. Company Magazines and Journals.

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DATAANALYSIS

AND

INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

What benefit you will get from Oral care product?

INTERPRETATION:

From the above chart it is interpreted that the benefit which is mostly gained

by consumers is its quantity. Due to its large quantity middle class people

prefer this powder most.

18%

54%

28%

Benefit from oral care product

Price

Quantity

Quality

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How much you are satisfied with the present Oral care product?

INTERPRETATION:

From the above chart it is interpreted that the higher satisfaction level is 50%

i.e. people are Highly satisfied with the colgate tooth powder.

50%

30%

8%

10%

Level of Satisfaction

Highlysatisfied

Satisfied

Dissatisfied

Highly

dissatisfied

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How many consumers are interested in changing their Oral careproduct?

INTERPRETATION:

From the above chart it is interpreted that only few consumers are interested

to change their oral care product.

9%

91%

Changing Decision

Yes

No

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Which age group uses Colgate tooth Powder the most?

INTERPRETATION:

From the above chart it is interpreted that the users are of 35-45 & Above 45

years of age groups uses colgate tooth powder most.

8%

3%

2%

27%

60%

Users Of Colgate tooth powder

5-15 years

15-25 years

25-35 years

35-45 years

Above 45 years

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Which class of people uses Colgate tooth Powder the most?

INTERPRETATION:

From the above chart it is interpreted that the BPL people and Middle class

people uses colgate tooth powder most.

8%

42%

50%

Class of people

High class

people

Middle class

people

BPL (below

poverty

level) people

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VERIFICATION

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VERIFICATION

H1: Accepted,

Because it has given good response by customers as per its Satisfaction,

larger quantity and the price which is affordable to middle class and BPL

people.

Thus, H1 hypothesis is accepted.

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CONCLUSION

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CONCLUSION

Colgate tooth Powder covers larger market share as compare toother competitors.

Colgate tooth Powder is easily affordable to all customers. The age group of 35-45 & Above 45 years are satisfied with the

colgate tooth powder.

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SUGGESTIONS

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SUGGESTIONS

The company should distribute magazines, house journals to theconsumers to aware them about new schemes and offers.

The company should start manufacturing new tasty flavors of toothPowder for every age group of people.

Free of cost dental check ups should be arranged for theconsumers in the local areas to provide them additional services.

New promotional strategies should be adopted by company, likepersonal services etc.

The company should start taking feedback from consumers abouttheir product through the way of prescribed forms.

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LIMITATIONS

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LIMITATIONS

1. The study of project is concentrated in Gondia territory and samplesize selected is very small, so data is not so appropriate.

2. While analyzing the Quantitative data, human error may occur.3. During survey in Gondia city we found respondents were very few

but whatever the information they given about Colgate tooth

Powder was of practical and figure.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

1. Books and reference

Marketing ManagementDr. Philip Kotler

2. Journals and periodical: Business standard.

Advertising and marketing India today

3. Websites:

http://www.wikepedia.org http://www.colgate.co.in http://www.google.com

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APPENDIX

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APPENDIX

QUESTIONNAIRES

The questionnaire is preferred to obtain the data to study the market share

of Colgate tooth Powder used at Gondia city only.

NAME: _____________________________________________

AGE:_______________CONTACT NO.__________________

OCCUPATION:______________________________________

1. Gender: - Male/Female

2. Income Level:-

20,00050,000 p.a. 50,000100,000 p.a.

100, 000500,000 p.a. 500,000 p.a.

3. What are the ages of respondent?

5-15 years 15-25 years

25-35years 35-45 years

Above 45 years

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Which Company? ________________________________________

Why? __________________________________________________

11. Which mode of advertising creates awareness about new schemes of the

product ?

Hoardings Pamphlets

T.V. Mouth publicity.

12. How much you are satisfied with the present oral care product?

Excellent Good

Poor Bad

13. Which type of taste you like in your oral care product?

Mint Sweet

Salty Spicy