A STUDY ON CONSUMER USAGE AND SATISFACTION REGARDING COLGATE TOOTHPASTE IN CHINNAMANUR TOWN

A Report Submitted to Madurai Kamaraj University in Partial fulfillment Of the Requirement for the Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION By DINU DENNIS [Reg.No : A9218162]

Under the Guidance & Supervisor of

Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd

DEPARTMENT OF BUSINESS ADMINISTRATION Hajee Karutha Rowther Howdia College, [Accredited with A Grade by NACC] Uthamapalayam 625 533. FEBRUARY 2012

Mr.S.FAIZ AHAMED M.Com.,M.Phil.,PGDCA., P.hd Lecturer in Business administration Department of Business administration, Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533. CERTIFICATE This is to certify that A study on Consumer usage and Satisfaction Regarding colgate in chinnamanur town submitted to Madurai Kamaraj University, Madurai 21 in partial fulfillment of the requirement for the award of Degree Bachelor of Business Administration is a genuine work done by DINU DENNIS[Reg.No : A9218162]under my supervision and Guidance.

Head of the Department

Faculty Guide

Viva-Vorce examination was conducted on at Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533.

External Examiner

DINU DENNIS Bachelor of Business Administration Department of Business Administration Hajee Karutha Rowther Howdia College, Uthamapalayam 625 533. DECLARATION I, DINU DENNIS, Reg.No: A9218162, declare that the A Study on Consumer Usage and Satisfaction Regarding Colgate toothpaste in chinnamanur town submitted for the Degree of Bachelor of Business Administration is my genuine work done to the extend my knowledge.

Date : Place : Uthamapalayam

Signature, [DINU DENNIS]

ACKNOWLEDGEMENT
First of all I wish to thank Hajee M.SHEIK MOHIDEEN, President of our College. Our Sincere thanks to Hajee.DHARVESH MOHIDEEN, B.Sc., Secretary and Correspondent of our College, who gave me a good life through admitting in our college. I take this as a get great opportunity to express my heartful thanks to the management committee and our principal Hajee.DR.M.HOWDH MOHIDEEN, M.A., M.Phil., Ph.D., I would also like to express my sincere thanks to Associate professor and Head of the department MR.A.ABDUL HAKEEM,M.A.,M.Phil.,Ph.D., department of Business Administration who encouraged me to do this report. I also thank to my guide Mr.S.FAIZ AHAMED M .Com.,M.Phil.,PGDCA., P.hd, who gave me this valuable guidance and helped me to finish this project report successfully. I also thank all the staff members of the department of business administration for their support in completing this project. I also express my thanks to my parents and Friends who helped me to complete this project. I also thank all the faculty of department of the business Administration for their support in completing this project.

DINU DENNIS (Reg.No : A9218162)

CHAPTER-I

INTRODUCTION
Every business organization big or small has its own sets of problems.Sometimes they enjoy advantages over others; sometimes they also have to bear the heat of the competition.They are not above the ups and downs of the business. Colgate Palmolive is the world leader in oral care industry.They cater the need of different segments by offering innovative products. In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap and candle factory onDutch Street in New York City under the name of "William Colgate & Company". William Colgate in 1833 suffered a severe heart attack stopping his business from selling. But after a couple of years of recovery he continued with his business. In the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William Colgate died and the company was reorganized as "Colgate & Company" under the management of Samuel Colgate, his son, who did not want to continue the business but thought it would be the right thing to do. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs.
[4]

By 1908 they initiated mass selling of toothpaste in tubes. His other son, James Boorman

Colgate, was a primary trustee ofColgate University (formerly Madison University). In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm and olive oil, the formula of which was developed by B.J. Johnson in 1898. The

soap was popular enough to rename their company after it - "Palmolive".[5] At the turn of the century Palmolive, which contained both palm and olive oils, was the world's bestselling soap. Extensive advertising included The Palmolive Hour, a weekly radio concert program which began in 1927 and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Missouri-based soap manufacturer known as Peet Brothers merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive Company", the current name. Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry

detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G started putting fluoride in its toothpaste. But that didn't stop Colgate. In the beginning of television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a sponsor of soap operas. Although the company sponsored many shows in part, they fully sponsored the serial The Doctors. George Henry Lesch was president, CEO, and chairman of the board of ColgatePalmolive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring. In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry

detergents in the U.S., Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products.[6] In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970. Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly listed in only two, the United States and India. In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated with diethylene glycol, and several people in eastern U.S. reported experiencingheadaches and pain after using the product.[7] The tainted products can be identified by the claim to be manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in the United States) and the tubes/packaging contain numerous misspellings on their labels. Colgate-Palmolive claims that they do not import their products from South Africa into the United States or Canada and that DEG is never and was never used in any of their products anywhere in the world. The counterfeitproducts were found in smaller "mom and pop" stores, dollar stores and discount stores in at least four states.[8] In 1890, Madison University in New York State was re-named Colgate University in honor of the Colgate family following decades of financial support and involvement.[9]

The Colgate-Palmolive Company has sponsored a non-profit track meet open to women of all ages. This event is called the Colgate Women's Games. The Colgate Women's Games is the nation's largest amateur track series open to all girls from elementary school through college. Held at Brooklyn's Pratt Institute, competitors participate in preliminary meets and semi-finals over five weekends throughout January. Finalists compete for trophies and educational grants-in-aid from Colgate-Palmolive Company at New York City's Madison Square Garden in February. The Ethical Consumer Research Association once recommended that its readers do not buy Colgate because of its use of animal testing, though this is no longer the case. Ethiscore.org has rated Colgate a 5.5 out of a possible 20.[10] However, the company has made important steps and according to PETA "in March 1999, Colgate-Palmolive established a moratorium on animal testing for adult personal care products (this includes deodorants, shampoos, fragrances, and shaving creams)."[11] Colgate-Palmolive, as a successor to The Mennen Company, is one of about 300 companies held potentially responsible for hazardous wasteat

the Chemsol federal Superfund site in Piscataway, New Jersey.[12] Their involvement in this site may have contributed to the contaminationof an estimated 18,500 cubic yards (14,100 m3) of soil with volatile organic compounds (VOCs), PCBs, and lead off-site. A proposed $23 million agreement with the government and state of New Jersey would require Colgate-Palmolive and the other involved companies to pay for the cleanup of this hazardous waste that is contaminating the soil as well as the groundwater.[13] The company completed a LEED Silver certified manufacturing plant in Morristown, Tennessee in March 2008 which was the first of its kind in the U.S.[14]

CHAPTER-2

COMPANY PROFILE

Date of Establishment Revenue Market Cap Corporate Address

1937 519.713 ( USD in Millions ) 138733.07226255 ( Rs. in Millions ) Colgate Research Centre,Main Street,Hiranandani Gardens PowaiMumbai-400076, Maharashtra www.colgate.co.in Chairperson - D Samuel MD - M V Deoras Directors - D Samuel, J K Setna, J Skala, K V Vaidyanathan, M A Elias, M V Deoras, Niket S Ghate, P K Ghosh, PE Alton, R A Shah, R D Calmeyer, V S Mehta Household & Personal Products 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

Management Details

Business Operation Background

Financials

subsidiaries namely Colgate-Palmolive (Nepal Total Income - Rs. 23273.587 Million ( year ending Mar 2011) Net Profit - Rs. 4025.833 Million ( year ending Mar 2011) Niket S Ghate Price Waterhouse

Company Secretary Bankers Auditors

Colgate-Palmolive Company

Type Traded as

Public NYSE: CL S&P 500 Component Consumer goods 1806 New York City, New York,United States Global Ian M. Cook, CEO US$ 15.5 billion (2010)[1] US$ 3.4 billion (2010)[1] US$ 2.2 billion (2010)[1] US$ 11.1 billion (2010)[2] US$ 2.6 billion (2010)[2] 39,200 (2011) www.colgate.com

Industry Founded Headquarters Area served Key people Revenue Operating income Net income Total assets Total equity Employees Website

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. Products Oral care-Under this segment the company offers product like toothpastes, toothbrush, tooth powder & tooth whitening products. Personal care -In this segment it offer products skin care, hair care ,body wash ,& shaving creams

Household care-Under this segment it has launched brand AXIOM-a dish washing paste. From the Dentist - New products line introduced by the company under which it provides products like Gingivitis Treatment, Colgate Sensitive treatment, Tooth Whitening, Fluoride Therapy, Mouth Ulcer Treatment, Specialty Cleaning. It has also introduced new products namely colgate dental floss,ORAGARD-B a mouth ulcer cream etc. In 2011 Colgate-Palmolive (India), the market leader in oral care, has introduced Colgate 360 Surround - a ground-breaking and innovative toothbrush with a unique head. Milestone In 2003 Colgate was ranked as Indias Most Trusted Brand across all categories by Brand Equitys Most Trusted Brand Survey for four consecutive years from 2003 to 2007.Colgate was also rated as the number one brand by the A&M MODE Annual Survey for Indias Top Brands for eight out of nine years during the period 1992 to 2001. In 2011 Colgate-Palmolive (India), the market leader in oral care, in association with the Indian Dental Association (IDA) achieved the Guinness World Records for maximum number of dental check-ups in a single day (multiple venues).

The main objectives of this study is to find the new potential retail outlets and rearranging the whole chinnamanur distribution and also study the wholesale market in detail on the various basis and also findout the ways to reduce the involvement of wholesalers in distribution channel. Competitors Sales Current Change (Rs.Million) Price (%) 194011.10 32643.70 23951.63 390.80 98.15 446.90 0.72 -0.61 0.09 P/E Market 52-Week Ratio Cap.(Rs.Million) High/Low 31.99 33.93 25.90 844212.08 171248.51 144110.87 420/265 122/90 464/327

Company Hindustan Unilever Dabur India Godrej Consumer Prod Colgate Palmol. (I) Marico Godrej Industries Gillette India P&G Hygiene Emami Nirma Bajaj Corp Jyothy

22205.58 1013.05 23468.70 10588.30 161.75 203.00

-0.85 -1.13 1.88 -0.63 0.59 2.74 0.06 1.81 1.99

32.28 26.22 35.69 103.63 36.67 25.53 31.66 15.04 18.09

138733.07 1084/797 99820.86 64525.50 173/112 236/155

10568.60 1980.25 10018.99 1894.55 12023.80 32466.50 3586.73 6455.14 380.00 255.65 115.55 177.00

63867.03 2315/1487 61802.00 2173/1460 57044.53 40684.72 16984.63 14070.28 545/321 259/214 132/73 254/125

Laboratories Reckitt Benckiser Amar Remedies Fem Care Pharma Rayban Henkel India Parikh Herbals JHS Svendgaard JL Morison India MFL India GKB Ophthalmics Pee Cee Cosma Sope Guj. Meditech Paramount Cosmetics Muller & Phipps (I) Ador Multiprod 17901.19 5780.12 1074.71 585.42 4501.72 5.57 854.15 1009.54 759.47 253.82 246.25 152.30 980.05 136.35 27.45 96.25 43.80 383.45 10.75 37.25 0.00 1.06 -1.40 0.00 -0.54 4.39 1.51 5.00 5.91 4.93 2.78 10.23 18.50 16.15 10.12 0.00 0.00 0.00 125.75 24.07 8104.87 3976.95 0/0 155/80

3458.99 1010/980 3336.88 3260.72 922.00 750.20 498.51 387.31 145.38 137/135 50/20 0/0 92/27 375/255 17/8 50/25

268.21 2.82 430.73

46.50 17.95 10.81

-0.64 3.76 4.95

195.32 444.39 3.49

123.05 71.10 52.48

92/40 70/6 27/10

122.01 106.81

75.40 15.11

4.79 -4.25

5.71 63.12

44.97 39.77

103/62 31/13

Velvette Intl. Phar Ideal Optics Synergy Cosmetics

9.21 34.30 NA

3.10 2.67 1.11

0.00 4.71 4.72

0.00 55.13 300.60

15.29 12.13 12.02

0/0 3/3 2/

Corporate Address:

Consumer Affairs: 1-800-225599 Head Office: 91-22-67095050

Colgate-Palmolive (India) Limited Colgate Research Centre, Main Street, Hiranandani Gardens, Powai, Mumbai - 400 076.

CHAPTER-3

PRODUCT PROFILE
NAME OD THE PRODUCTS:
Colgate Total Advanced

Combines the proven 12-hour germ-fighting formula of Colgate Total with an advanced cleaning silica system to help maintain a dentist-clean feeling.
Products

Colgate Total Advanced Whitening Colgate Total Advanced Clean Colgate Total Gum Defense

Colgate Optic White

Uses a unique technology with hydrogen peroxide to make it easier to achieve visible whitening every day.
Products

Colgate Optic White Toothpaste

Colgate Total Delivers 12-hour germ-fighting protection to help prevent many common oral health conditions.
Products

Colgate Total Enamel Strength Colgate Total Whitening Paste Colgate Total Mint Stripe

Colgate Sensitive Pro-Relief

Clinically proven to relieve sensitivity faster vs. a leading sensitivity toothpaste within 2 weeks. Lasting pain relief with continued use.
Products

Colgate Sensitive Pro-Relief Original Colgate Sensitive Pro-Relief Gentle Whitening

Colgate Max Fresh

Wipe out bad breath with our freshest line of minty, cool toothpastes.
Products

Colgate Max White with Mini Bright Strips Colgate Max Clean with SmartFoam Colgate Max Fresh with Mini Breath Strips

Colgate Luminous

Reinforces enamel layers to help protect against stains and yellowing that occur over time.
Products

Colgate Luminous Crystal Clean Mint

Colgate ProClinical White

Provides professionally inspired, clinically proven results.

Products

Colgate ProClinical White Paste Colgate ProClinical Gel

Colgate Sensitive

Provides clinically proven, everyday protection from painful sensitivity.

Products

Colgate Sensitive Multi Protection Colgate Sensitive Enamel Protection Colgate Sensitive Whitening

Colgate 2in1

Available in five convenient liquid gel varieties so you can enjoy a brighter, fresher smile.
Products

Colgate 2in1 Oxygen Whitening Colgate 2in1 Whitening

Colgate 2in1 Icy Blast

Colgate Sparkling White

Clinically proven, stain protection formula for sparkling, healthy white teeth with two unique flavors.
Products

Colgate Sparkling White Mint Zing Colgate Sparkling White CinnaMint

Colgate Cavity Protection

Strengthens teeth with active fluoride. Fights cavities and leaves your mouth with a fresh feeling.
Products

Colgate Cavity Protection Great Regular Flavor

Colgate Baking Soda and Peroxide Whitening Bubbles

Refreshes and cleans for whiter teeth. Removes stains, protects against tartar and fights cavities.
Products

Colgate Baking Soda and Peroxide Whitening Bubbles Whitening Brisk Mint Paste Colgate Baking Soda and Peroxide Whitening Bubbles Frosty Mint Striped Gel

Colgate Tartar Protection with Whitening

Fights tarter for whiter teeth. Removes stains and fights tartar build-up for a brighter smile.
Products

Colgate Tartar Protection Whitening Crisp Mint Paste Colgate Tartar Protection Whitening Cool Mint Gel

Kids' Toothpastes

Designed to make brushing enjoyable so your children will develop great habits for life.
Products

Colgate Dora the Explorer Colgate SpongeBob SquarePants Colgate 2in1

Ultrabrite

Cleans and removes surface stains so your teeth look and feel clean and smooth.
Products

Ultrabrite Advanced Whitening Ultrabrite Baking Soda and Peroxide Whitening

Colgate Triple Action

Cavity protection, whitening and breath freshening for the whole family.
Products

Colgate Triple Action Original Mint

For Dental Professionals

Patient and professional education materials, including videos, handouts, product information and articles. ColgateProfessional.com

For Teachers

Free oral health care videos and classroom educational materials.

ColgateBSBF.com

Colgate Kids

Oral health care information specific to the changing needs of children; plus product details and educational games.

CHAPTER-4

OBJECTIVES OF THE STUDY

A project will haywire if it does not have its objective clear. If one knows the whole only then the right path can be decided and with disciplined work and positive attitude achieving this objective will be a catwalk.

Therefore, we also set down the objectives before starting the project which are as follows. 1. Study of usage of colgate tooth paste in detail. 2. Study the performance of Colgate Palmolive Brands in market. 3. To study their customer base and also their customer retention strategies. 4. How can Colgate make the involvement and use? 5. How to minimize the problem through survey? 6. How to promote the product in market? 7. Find out new potential retail outlets for expansion of the business. 8. Also take part in rearranging the whole chinnamanur distribution of Colgate Palmolive

CHAPTER-5

RESEARCH METHODOLOGY
Development of research procedures is another important step in the market research process. Research Design is actually the blue print specifying every stage of action in the course of research. Features Of Research Design: The design was formulated to be a flexible so that changes can be adapted in the execution of the research. Care was taken to minimize the bias at every stage since any

research work made untrue information would turn out to be unreliable or worthless. Effort has been taken to collect as many information as possible through the questionnaire so that elaborate analysis can be carried thereafter. The design was closely linked with the objectives set earlier, so that the essence of the information collected and analyzed does not get diluted. Methods Of Data Collection:Sources Of Data: A. Secondary data 1. Internal sources Company records Annual reports 2. External sources Web pages of organizations and journals Newspapers Magazines B. Primary data Data required for the study is collected first hand from the consumers.Tools for data collection. Questionnaire Based Interview Method: The questions are crafted in a way to generate as many information as possible with minimum effort on respondent s part. Type Of Questions Used: Open ended

Close ended Multiple choices Sampling: The sample size for for the customer s was 50 consumers.The samples were selected randomly to ensure unbiased information. The samples were selected from all over the city. Analysis Methods And Tools: The entire analysis of data was done with the aid of Microsoft Excel spreadsheet programming. The diagrammatic representation of the data was done through this software.

CHAPTER-6

TABLE-1

SUGGESTION
First try to cover the retailers from rural and slum areas. Try to calculate every wholesalers average purchase pattern and keep ongiving good services to high potential wholesalers. try supply more quantity of secondary brands . Try to give specific target for wholesalers market and retail market according with the market potential. Cover the retailers from newly developing and upcoming boundaries

and areas of city. Use more and more POP material at wholesalers counter and also distribute to the retailers for increasing sale of secondary brands If we try cover the marginal account then first for few month try give them financial support by way of easy credit terms .keep regular eye on the distributor because they are selling and supplying the products other than there territory or city. Because of the big target. Uses some of the mechanisms which are used by wholesalers such as regular product availability, good constant service try create personal relation ship with every wholesaler. Try to promote secondary brands in market first by huge promotion technique because when the primary demand will create then and then only sale will increase. While launching new product do not give specific slabs for purchase. For attracting and retaining high potential wholesalers arrange some entertaining programs and distribute some prices to them. Colgate is having high brand equity as compare to other brand and it is market leader with high market share as per market data. Hence Colgate should adopt an offensive strategy to defend its market share in changing scenario. It can go for an acquisition of small brand for increase the current price up to certain level at which the chances of switching over brands is minimum.

LIMITATIONS
Nothing is perfect in this world. The last perfect person was crucified to the cross. This project is not an exception to this rule. Following are the limitations of the project: i. The study is made on the responses to the questionnaire framed. ii. Though utmost care has been taken, the views expressed by the sample may not represent the views of the population at large.

iii. Sometimes due to lack of time the respondent may not have given reliable information. iv. Some respondents did not see the project important so they gaveexaggerated information that had to be manipulated.

CONCLUSIONS
We can say that secondary brands like Colgate gel, herbal, Palmolive range are lacking behind because of poor promotions. Toothbrush of Colgate is doing good business because of increase in margins Wholesalers replied that they can get products much lower rate then distributor but for service and relation they purchase from distributor.

Lot of wholesalers passes on scheme to retailers who have idea about it and also on the reliability of retailers. Lot of wholesalers gives good treatment to local manufacturer because of huge margins and regular availability.

BIBLIOGRAPHY
WEBSITE www.colgate.co.in WWW.wikiepedia.com www.colgateoralcare.com