Marketing Strategies of Colgate Palmolive Ltd
Project Report
A STUDY ON MARKETING STRATEGIES OF COLGATE PALMOLIVE LTD.
Submitted to:
Dr. D.K. Agarwal
Submitted by:
DINESH CHAUHAN [62014]
VIVEK DHAR [62066]
FORE SCHOOL OF MANAGEMENT
NEW DELHI
Contents
❖ Introduction 1
❖ Objective 2
❖ Methodology 3
❖ Company Profile 4
❖ Company Strategy 6
❖ Marketing Mix 15
❖ SWOT Analysis 26
❖ Survey Findings 28
❖ Retailers Survey 34
❖ Conclusion 37
❖ Suggestions 39
❖ Consumer Questionnaire
❖ Retailer Questionnaire
❖ Bibliography
INTRODUCTION
As early as 3000 B.C. Egyptians used toothbrushes fashioned from twigs. In the 20th century a major design advance occurred in 1938 with the launch of Dr. West’s Miracle Tuft toothbrush, the first nylon bristle brush. Until the late 1970’s toothbrushes were widely viewed by consumer as a commodity and were primarily purchases on price. The involvement remained low and the companies also treated their toothbrushes as an extension, to get their consumers to use their toothpastes. Typically in the Indian market the percentage of toothbrush users has slowly inched upwards. As it has always been associated by the non-users as a non-essential item more so because of their fierce loyalty to the margosa twigg(Datun) and the index finger. The market of late has been the entry of several foreign players and the marketing game has assumed a totally new dimension. Companies are trying to shift to “PULL” strategy of long term returns and the inclination of consumers to shell out a few rupees extra to ensure a more wholesome care of their teeth and gum. This has resulted in rapid growth in value terms. Added to this is the initiative of the companies to focus on expanding the market by bringing the over 65% non-users in their consumer fold. With such vast potential to be exploited, the entry of several new players with their innovative ideas and experience in similar developing markets, the industry is likely to see a lot of action in the immediate future.
A STUDY ON MARKETING STRATEGIES OF COLGATE PALMOLIVE LTD.
Submitted to:
Dr. D.K. Agarwal
Submitted by:
DINESH CHAUHAN [62014]
VIVEK DHAR [62066]
FORE SCHOOL OF MANAGEMENT
NEW DELHI
Contents
❖ Introduction 1
❖ Objective 2
❖ Methodology 3
❖ Company Profile 4
❖ Company Strategy 6
❖ Marketing Mix 15
❖ SWOT Analysis 26
❖ Survey Findings 28
❖ Retailers Survey 34
❖ Conclusion 37
❖ Suggestions 39
❖ Consumer Questionnaire
❖ Retailer Questionnaire
❖ Bibliography
INTRODUCTION
As early as 3000 B.C. Egyptians used toothbrushes fashioned from twigs. In the 20th century a major design advance occurred in 1938 with the launch of Dr. West’s Miracle Tuft toothbrush, the first nylon bristle brush. Until the late 1970’s toothbrushes were widely viewed by consumer as a commodity and were primarily purchases on price. The involvement remained low and the companies also treated their toothbrushes as an extension, to get their consumers to use their toothpastes. Typically in the Indian market the percentage of toothbrush users has slowly inched upwards. As it has always been associated by the non-users as a non-essential item more so because of their fierce loyalty to the margosa twigg(Datun) and the index finger. The market of late has been the entry of several foreign players and the marketing game has assumed a totally new dimension. Companies are trying to shift to “PULL” strategy of long term returns and the inclination of consumers to shell out a few rupees extra to ensure a more wholesome care of their teeth and gum. This has resulted in rapid growth in value terms. Added to this is the initiative of the companies to focus on expanding the market by bringing the over 65% non-users in their consumer fold. With such vast potential to be exploited, the entry of several new players with their innovative ideas and experience in similar developing markets, the industry is likely to see a lot of action in the immediate future.