N.M.D.

COLLEGE GONDIA

1. 2. 3. 4. 5. 6. 7. 8. 9.

Introduction Objectives Hypothesis Company Profile Research Methodology Data Analysis and Interpretation Verification Findings Conclusion

10. Suggestion 11. Limitations 12. Bibliography 13. Appendix

N.M.D. COLLEGE GONDIA

INTRODUCTION

N.M.D. COLLEGE GONDIA

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 3

N.M.D. COLLEGE GONDIA 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 or problems."

DEFINITION: A percentage of total sales volume in a market captured by a brand, product, or company.

N.M.D. COLLEGE GONDIA

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.

N.M.D. COLLEGE GONDIA 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 continue spending 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.

N.M.D. COLLEGE GONDIA

OBJECTIVES

N.M.D. COLLEGE GONDIA

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 tooth powder most.

N.M.D. COLLEGE GONDIA

HYPOTHESIS

N.M.D. COLLEGE GONDIA

HYPOTHESIS OF THE STUDY

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

10

N.M.D. COLLEGE GONDIA

COMPANY PROFILE
11

N.M.D. COLLEGE GONDIA

AND PRODUCT PROFILE

INTRODUCTION OF COLGATE-PALMOLIVE (INDIA) LIMITED

12

N.M.D. COLLEGE GONDIA 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 ColgatePalmolive (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

13

N.M.D. COLLEGE GONDIA 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 germs to 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 programs but 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 7:00 7:15 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 14

N.M.D. COLLEGE GONDIA 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

15

N.M.D. COLLEGE GONDIA

Personal Care

16

N.M.D. COLLEGE GONDIA

Hard Surface Care

17

N.M.D. COLLEGE GONDIA

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

18

N.M.D. COLLEGE GONDIA 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 19

N.M.D. COLLEGE GONDIA 1. 2. Observation method Questionnaire.

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

Sources of SECONDARY DATA: 1. 2. 3. Books Websites Company Magazines and Journals.

20

N.M.D. COLLEGE GONDIA

DATA ANALYSIS AND INTERPRETATION

21

N.M.D. COLLEGE GONDIA

DATA ANALYSIS AND INTERPRETATION

What benefit you will get from Oral care product?

Benefit from oral care product

28%

18%

Price Quantity

54%

Quality

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.

22

N.M.D. COLLEGE GONDIA

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

Level of Satisfaction

10% 8% 50%

Highly satisfied Satisfied Dissatisfied

30%
Highly dissatisfied

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.

23

N.M.D. COLLEGE GONDIA

How many consumers are interested in changing their Oral care product?

Changing Decision

9% Yes No 91%

INTERPRETATION: From the above chart it is interpreted that only few consumers are interested to change their oral care product.

24

N.M.D. COLLEGE GONDIA

Which Oral care has maximum market share?

Market Share (%)

10% 14% 48%
Meswak Colgate tooth powder Dabur

28%

Pepsodent

INTERPRETATION:

From the above pie-chart it is interpreted that Colgate is the most preferable toothpowder brand by consumer. It enjoys 48% of market share.

25

N.M.D. COLLEGE GONDIA

Which age group uses Colgate tooth Powder the most?

Users Of Colgate tooth powder

3% 2%

8%

5-15 years 15-25 years

27% 60%

25-35 years 35-45 years Above 45 years

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.

26

N.M.D. COLLEGE GONDIA

Which class of people uses Colgate tooth Powder the most?

Class of people
8%
High class people Middle class people

50% 42%

BPL (below poverty level) people

INTERPRETATION:

From the above chart it is interpreted that the BPL people and Middle class people uses colgate tooth powder most.

27

N.M.D. COLLEGE GONDIA

VERIFICATION

28

N.M.D. COLLEGE GONDIA

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.

29

N.M.D. COLLEGE GONDIA

CONCLUSION

30

N.M.D. COLLEGE GONDIA

CONCLUSION

Colgate tooth Powder covers larger market share as compare to other 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.

31

N.M.D. COLLEGE GONDIA

SUGGESTIONS

32

N.M.D. COLLEGE GONDIA

SUGGESTIONS
The company should distribute magazines, house journals to the consumers to aware them about new schemes and offers. The company should start manufacturing new tasty flavors of tooth Powder for every age group of people. Free of cost dental check ups should be arranged for the consumers in the local areas to provide them additional services. New promotional strategies should be adopted by company, like personal services etc. The company should start taking feedback from consumers about their product through the way of prescribed forms.

33

N.M.D. COLLEGE GONDIA

LIMITATIONS

34

N.M.D. COLLEGE GONDIA

LIMITATIONS

1. The study of project is concentrated in Gondia territory and sample size 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.

35

N.M.D. COLLEGE GONDIA

BIBLIOGRAPHY

36

N.M.D. COLLEGE GONDIA

BIBLIOGRAPHY

1. Books and reference Marketing Management Dr. 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

37

N.M.D. COLLEGE GONDIA

APPENDIX

38

N.M.D. COLLEGE GONDIA

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:20,000 50,000 p.a. 100, 000 500,000 p.a. 50,000 100,000 p.a. 500,000 p.a.

3. What are the ages of respondent?

5-15 years 25-35years Above 45 years

15-25 years 35-45 years

39

N.M.D. COLLEGE GONDIA 5. What is the occupation of respondents?

Businessmen

Professionals

Students

Senior citizens

6. Which companys oral care product you are using presently?

Colgate

Pepsodent

Dabur

Close up

7. What kind of benefit you will get from oral care product?

Quality

Price

Quantity

Other benefits & offers

8. Are you interested to use a new companys product? If yes, which & why?

Yes

No

40

N.M.D. COLLEGE GONDIA

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

41