EXECUTIVE SUMMARY:

Colgate Palmolive India ltd. is a well-known FMCG company with a large product mix. Oral care is one of the most prominent segments of Colgate Palmolive. Colgate is rank 1st in Oral care. Its market share is also more than 52% in toothpaste segment. Colgate had been ranked as India’s #1 Most Trusted Brand across all categories for four consecutive years from 2003 to 2007. Recently company introduced a brand Colgate Sensitive in market and want to increase its market share as like their other brands in market. For this purpose, company outsource this project to Market Source. Market Source is a SMO (Sales and Marketing Outsourcing) company and which is a part of the Allegis Group Company.

The objective of the project was to do Market Research and customer Satisfaction for Colgate Sensitive for that we have to understand the customer needs, response and preferences for various medicated toothpastes. The objective of this study was to analyze consumer satisfaction with the help of questionnaire. The main objective of the project is to find out the buying behaviour of the consumers for Colgate sensitive and also to find out the preferences, taste, quality, awareness, and satisfaction level of consumers for this product. The objective is set from the point of view to get an idea of the present consumers of this product at the same time, to target the other consumers who are using the other brands of medicated toothpastes.

Initially, a survey to ascertain the position of medicated paste and the buying behaviour of consumers towards Colgate Sensitive paste in the market was conducted in Aurangabad city which served as the source of primary data. Other sources like internet, company broachers and product profile served the purpose of secondary data. Collection of maximum first hand information was the prime objective of various activities of data collection. The data was collected, analysed and represented in the form of various facts and figures. A series of informal talks with the consumers helped to judge their perception about the availability and satisfaction. It was also found that the Colgate Sensitive did not exist in some areas, which gave an opportunity to competitors to capitalise on Colgate’s absence from these areas. Research methodology part includes the type of research which is used for this project i.e. survey method. It again has method of data collection through which data is collected for this purpose i.e. primary and secondary data. The primary data includes questionnaire for customers.

Every project has some limitations and this research is not apart from this. One of the major limitations for this project is the time limit since it is not possible to cover the large sample size. Analysis part includes the detailed analysis of the whole data collected during the research. Analysis is done after considering each and every question of the

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questionnaire and based on that graphs and table are drawn which ultimately helps to draw the final conclusion of project. Comparisons are done between different medicated toothpaste with the Colgate sensitive and results are carried out.

Based on analysis of research, the conclusion is drawn which matches the objective of research and based on the conclusion the suggestion are given which is the ultimate result of research.

INDIAN ORAL CARE SCENARIO :

In India, oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However, rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to value-added toothpastes like gels, mouth washes, and teeth whitening products. In rural areas, consumers are switching from toothpowders to toothpastes. A key industry trend is the move towards natural products comprising of herbs, vitamins and minerals.

A serious challenge for the industry is the low dentist-population ratio, with just one dentist for 10,000 people in urban areas and about 0.25 million people in rural areas. There is an urgent need of more dental health practitioners with relevant qualifications and training.

Government has taken various initiatives like dental health camps to promote good oral care. Manufacturers have used advertising campaigns to promote higher consumption of toothpastes and toothbrushes.

CURRENT ORAL CARE MARKET:

Colgate and HUL together account for over two-thirds of the organized toothpaste market. In toothpowder market, Colgate, HUL and Dabur are the major players.

Competition is tightening between local and global players in the Rs 4500 crore branded oral care sector. Even as Hindustan Unilever Ltd (HUL) is drawing up ‘strategic plans’ to drive the performances of its oral care brands in 2009, Dabur India Ltd is expanding its ‘manufacturing capacity and distribution network’ to pump up volumes. Colgate-Palmolive India is sharpening its focus on ‘consumer promotions and brand building’.

“Indian oral care majors are pumping in a breath of freshness in marketing strategies. Despite the economic recession, this sector is expected to clock in 20% growth in 2009". Currently, Colgate-Palmolive leads the pack with a 52% volume market share and HUL’s share stands at 28% by value.

Colgate–Palmolive reported its net sales for the quarter ended June 30, 2010 at Rs 468 crore, an increase of 15% over the same period of the previous year. “During the quarter ended June 30, 2010, the company continued to support its brand and

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equity building activities with advertising and sales promotion expenditure at Rs. 58.3 crore.” With diverse marketing strategies, dental care majors are now fighting tooth and nail to gain market share in the overcrowded category.

The Colgate Pro-Relief has been given its global rollout, as the company targets the market for sensitive teeth. First unveiled at the 150th Annual Session of the American Dental Association in Honolulu, Hawaii, the formula is claimed to be a breakthrough in the treatment of sensitive teeth as it incorporates the company’s patented Pro-Argin technology.

The technology has been developed using an amino acid, arginine, and an insoluble calcium compound, calcium carbonate, to seal open dentin tubules and help block stimuli of pain receptors within teeth.

Arginine is one of the 20 most common amino acids and plays an important part in cell division as well as the healing of wounds, giving it important restorative properties. Colgate says that is the first time it has been used in this type of dental treatment.

Technology works by binding to dentin surface

The company says that the technology works by binding to the negatively charged dentin surface and helps attract a calcium-rich layer into the dentin tubules to effectively plug and seal them. This effectively provides an occlusion to the dentin tubules, which Colgate says remains intact, even under acid attack, and helps to provide a barrier that gives pain relief after just several treatments.

“This Pro-Argin Technology will make dentin hypersensitivity a patient complaint that can be easily addressed and managed as part of an overall treatment plan,” said Dr. Mark Wolff, chair of the Department of Cariology and Comprehensive Care, New York University College of Dentistry.

1.4 NEED FOR THE STUDY:

Colgate says it is targeting a market that is estimated to affect 57 percent of the adult population at any given time, making eating or drinking often a painful experience. Currently the worldwide market for sensitive teeth oral care is dominated by the Sensodyne brand, which is marketed by British pharmaceuticals giant GlaxoSmithKline.

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Targeting a worldwide market for sensitive teeth. It is new brand as compare to its competitor brands in market.

The present is the era of Customers are more knowledgeable than ever before and because the customer is more knowledgeable, companies must be faster, more agile and more creative than few years ago. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products.

Selling of any product, there is needed to build relationship with customer. For building a relationship there is need for knowing the customer behavior and how will be they satisfied

This study will help Colgate to know the most popular way by which they are providing services and quality to the customers and to know various customers Perceptions.

When we talk about the medicated toothpaste and toothbrush on OTC, following parameters are taken into consideration while dealing with Colgate Sensitive,

Demand Quality Price Profit Scheme Awareness Brand name

Based on above parameter, prepared a questionnaires for Consumers to find out factors to be consider for selecting particular Medicated toothpaste to customer through OTC. In this way we come to know competitive aspects and also parameter for Market Penetration of Colgate Sensitive.

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1.1- LITERATURE REVIEW:

Awareness:

This means to know about the existence of the product in the market. It is the first stage of the adoption process. The consumers are exposed to the product innovation. The consumers at this stage are not interested in more information about the product.

Consumer Behaviour:

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behaviour of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues helps in adapting strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, one learns that to be effective, advertisements must usually be repeated extensively. It is also learnt that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, the company will be able to make a more informed decision as to which strategy to employ.

According to Philip Kotler definition of consumer buying behaviour is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Behaviour occurs either for the individual, or in the context of a group (e.g., friend’s influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or

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Consumer Psychology

Motivation, Perception, Learning, Memory

Consumer Characteristics

Cultural, Social, Personal

Other StimuliEconomicTechnologicalPoliticalCultural

Marketing StimuliProducts & ServicesPriceDistributionCommunication

Buying Decision ProcessProblem RecognitionInformation SearchEvaluation of AlternativesPurchase DecisionPost purchase behaviour

Purchase DecisionProduct ChoiceBrand Choice Dealer ChoicePurchase AmountPurchase TimingPayment Method

garbage piling up at landfills) this is also an area of interest. Consumer behaviour involves services and ideas as well as tangible products.

There are four main applications of consumer behaviour:

The most obvious is for marketing strategy—i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that

(1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and

(2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.

Psychological Processes for buying behaviour:

The starting point for understanding consumer behaviour is the stimulus-response model shown in below figure. Marketing and environmental stimuli enter the consumer’s consciousness, and a set of psychological process combine with certain consumer characteristics to result in decision process and purchase decisions. The marketer’s task is to understand what happens in the consumer’s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes-motivation, perception, learning, and memory-fundamentally influence consumer responses.

Fig: Model of consumer behaviours

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TYPES OF CONSUMER BUYING BEHAVIOUR:

The four type of consumer buying behaviour are:

• Routine Response/Programmed Behaviour- Buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

• Limited Decision Making- It includes buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

• Extensive Decision Making - It is for unfamiliar, expensive and/or infrequently bought products. It involves high degree of economic/performance/psychological risk. Examples include cars, homes, Computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

• Impulse buying-no conscious planning

Among the above mentioned types the buying pattern for Colgate Sensitive comes under the category of Routine buying behaviour.

FACTORS AFFECTING BUYING BEHAVIOUR:

A consumer, making a purchase decision will be affected by the following three factors:

1. Personal2. Psychological3. Social

The marketer must be aware of these factors in order to develop an appropriate MM for its target market.

Personal factors:

Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making. Young people purchase things for different reasons than older people. Highlights the differences between male and female shoppers in the supermarket. Psychological factors:

Psychological factors include:

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• Motives-- A motive is an internal energizing force that orients a person's activities toward Satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify Motives then they can better develop a marketing mix.MASLOW hierarchy of needs!!

Fig: Maslow’s hierarchy of needs.

Social Factors:

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.

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Self- Actualization Needs

(Self-development and realization

)

Esteem Needs (self-

estee

m,Recognition,status)

Social needs (sense of belonging,love)

Safty needs (Security,Protection)

Physiological Needs (Hu

nger,thrist)

OBJECTIVE OF THE STUDY:

• To study the buying pattern for medicated toothpaste

• To study the preferences of the customer for medicated toothpaste

• To know various competitors for Colgate Sensitive

• To know satisfaction level of various medicated toothpastes

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SCOPE:

The study will help in creating awareness of the brand on the basis of questionnaire and market research. It will also help the researcher to know customer’s taste and consumption habits which are continuously improving and will add the value to Colgate Sensitive to focus on the large target customer.

Although area covered was large but consumer was interested. Hence, awareness level of Colgate sensitive can be increased through maintaining good relationship with the customer. It will also help to know the perception of retailer regarding the supply of Colgate Sensitive.

It will also tell the impact of introduction and implementation of promotional schemes to increase sales. The expectations of consumers could be gauged by implementing schemes effectively.

Market survey is an important vehicle for collecting the customer’s opinion and needs. It allows the company to quickly capture the market information; and depending on the method the company use, it lets the company does it with relatively minimal expanses and efforts.

There are many advantages the company gets from this project report. The findings help the company to implement the new ideas in right direction.

The study was pertaining to questions like preference for a particular brand and also the study aims in answering the questions like, whether the consumer are concerned about quality, price, availability, taste and brand loyalty. They may prefer other brands of medicated toothpaste or Colgate Sensitive brand on the basis of various factors.

Customer satisfaction is the marketing yardstick. The term satisfaction implies that one has reached an absolute level of customer acceptance, the customer getting everything he or she desires. To reach the final customer satisfaction must be given and focus must be given and focus must be for all aspects.

1.2-COMPANY PROFILE:

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SalesServices

MarketingServices

Market analytics & Field Research

Client needs(ROI Metrics)

Market Source is an Allegis Group company whose core competency lies in identifying and engaging the best talent. Being part of this prestigious $5 billion human-capital services and solutions organization opens the door to extensive resources that are backed by 30 years' experience with Fortune 500 companies, the increasingly important mid-market sector, over 75,000 employees. And a talent force of 6,000 people.

When they say "Face to face. Eye to eye." They believe that captures there spirit and passion for building valuable relationships, one customer at a time.

Integrated Sales and Marketing:

At the core, they integrated sales and marketing offering is unlike any other. Built as a dynamic model that connects sales, marketing and marketplace analytics, their integrated approach service is designed to deliver meaningful results.

This offering is consultative in nature and has been designed as a real-time responsive system that is flexible and continuously adjusts the elements of the program toward the goal of greater cost effectiveness and specific ROI metrics, including sales improvement.

Market Source provides the unique skills and expertise to integrate brand-centric sales and marketing programs in the Automotive, Consumer Electronics, IT (Computer Hardware & Software) and Telecommunications vertical industries and relevant routes to market including Retail and B2B. There deep experience in these verticals and routes to market, along with their knowledge of channel nuances, allows them to help you design highly effective sales and marketing programs.

Providing the dual expertise of route-to-market and vertical industry expertise:

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They approach the marketplace from both a route-to-market and vertical industry perspective and, therefore, can offer their clients the unique advantage of their multi-faceted experience. Market Source was founded on the platform of providing a consultative approach and superior service in the route-to-market arena.

There newly enhanced vertical market expertise provides the ability to overlay specific industry knowledge to their already powerful route-to-market offerings. While clients benefit when their services overlap, they certainly offer great value and benefit to clients seeking assistance with their route-to-market strategies and programs.

SERVICE LIST:

Sales Services

o Sales Channel Developmento Sales Coverage Modellingo Field Sales Teamso Inside Saleso Customer Sales Centreso Channel Management and Partner Acquisitiono Sales Process Support o Managed Staffing

Sales Rep and Call Centres Event Marketing Retail

Marketing Services

o Brand Strategy

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o Integrated Marketing Communications Program Development & Deliveryo Product Launcheso Channel Marketing Planning & Deliveryo Lead Generation/Business Development Centreso Field Marketing o Experiential Program Design and Implementation

Events and Promotion Services Product Training and Marketing Initiatives Demo Day Services Relationship Development and Brand Advocacy Services

o Training o Merchandisingo POP/POS Program Development & Delivery

Market Analytics, Research & Insight

o Brand Health Measureso Consumer Field Researcho Sales Channel Researcho Mystery Shoppingo Real-Time Sales Analysis

Effectiveness Surveys Integrated Programs Analysis Instant New Product Launch Metrics

o Retail Operations Auditso Return Analysis and Reduction Programs

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o ORGANIZATIONAL STRUCTURE :

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Board of Directors

Finance Department Marketing Department

Area Sales Manager

(ASM)

Business Development

Executive (BDE)

City Developmen

t Officer(CDO)

Sales Executiv

e

R & D Department

BENEFITS OF COMPANY:

INCREASED MARKET SHARE, REVENUE AND PROFITS:• Realize increased margins through lower cost of sales and marketing• Satisfy ROI metrics

EFFECTIVE MARKET AND CHANNEL COVERAGE:• Extend coverage with consultative research and analysis• Increase sales efforts in previously neglected or underserved markets• Manage your channels more efficiently and effectively

IMPROVED FOCUS • Augment existing internal sales and marketing programs• Open up internal resources to focus on your core competencies

BOOST MARKET AND OPERATIONAL INTELLIGENCE• Gain customer and competitive intelligence• Access operational feedback on a regular basis

INCREASE YOUR SPEED TO MARKET• Leverage product life-cycle dynamics to your advantage• Ensure you meet or exceed service level agreements

REDUCE AND CONTROL OPERATIONAL COSTS• Reduce legacy costs• Improve productivity by outsourcing administrative sales support• Improve budget control with fixed-cost programs• Reduce costs of fully-burdened programs• Leverage off balance sheet program to provide budget flexibility

MANAGE RISK • Reduce risk of inefficiency with flexible and scalable programs• Increase, decrease, and modify programs without impacting HR or

creating highly visible ramp-down actions

COMPANY PERFORMANCE:

With over 30 years' experience, they have a vast library of successful case studies across many different categories. While they will be happy to share more specific and relevant ones upon request, the following provides a broad sampling of their programs:

VARIOUS PROGRAMS AND RESULT:

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A Detroit-based auto manufacturer turned to Market Source to assist in growing share and profits for their Extended Warranty product. OEM's and Dealers are focusing their efforts toward these profit centres to offset declines in margins in other areas of their businesses.

ProgramExtended Warranty business volume and share growth represent significant incremental profit opportunity to both OEM's and dealerships selling the products. Market Source worked with the client to design a program where Market Source field representatives train dealership personnel on product features and benefits and the most effective means of selling.

ResultsClient has experienced share growth ranging from 10-to 56 percentage points and F&I income PVR of 25 to 50 percent increases.

BUSINESS TO BUSINESS PARTNERSHIPS

Market Source has been working with a Global Leader in Communications, Systems, Applications, and Services for many years.

ProgramTo focus on supporting and selling through a Business Partner Program, supporting the Top 200 Business Partners. Driving sales through business partners is paramount to the overall success of this client. Market Source provides the sales and partner program support for a significant segment of the client's channel.

ResultsSince the program inception, the Client and Market Source have seen a dramatic increase in sales, with over 16 percent growth year after year. Additionally, Market Source has increased headcount by over 100 percent to provide greater business partner coverage.

TELECOM TRAINING & AVOCACY:

A major wireless device manufacturer worked with Market Source to design and manage a plan to launch a new handset.

ProgramThere Field Sales Force blitzed 1,100 corporate-owned stores and thoroughly trained internal sales people on how to properly sell the device and the supporting network services.

ResultsEfforts on both the device and the supporting network service offer exceeded the company's forecasts by 233 percent. Overall, the five grass-roots efforts produced a 16 percent point increase in handset sales in a one month period.

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1.3-PRODUCT PROFILE:

Colgate Sensitive toothpaste soothes the nerve ends and builds a protective shield providing both relief from sudden shocks of pain and long term sensitivity protection with regular use.

Fights pain due to sweet/sour/hot/cold foods by desensitising nerves.Helps maintain the natural whiteness of your teeth.Significant inhibitory effect on the formation of supra-gingival calculus.Has a pleasant taste.You will notice improvement in 2-4 weeks.If your teeth are still sensitive after a month of consistent use, consult your dentist.

Why should you use Colgate Sensitive Toothpaste?

Colgate Sensitive provides you with: Fast relief from the pain of sensitive teeth Proven protection from sensitivity with regular use Fresh breath

Sr. Ingredients Benefits

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No.

1. Potassium NitrateRelief from sensitivity by desensitising nerves

2. Copolymer / Pyrophosphate Anti-calculus benefits

3. Sodium Monoflurophosphate Anti-caries agent

What Causes tooth sensitivity?

Poor oral hygiene. This may allow tartar to build up at the gum line. Receding gums that expose the tooth's roots Brushing teeth too hard. This wears away the enamel layer Frequently eating acidic foods or drinking acidic beverages An old filling with a crack or leak Untreated cavities. Gum surgeries that exposes a tooth’s root.

COMPETITORS PROFILE:

There are so many competitors for Colgate Sensitive like Thermoseal, Emoform, Sensodent, Senquel, Shy, Sensoform, and Sensodyne etc. But Thermoseal, Emoform, and shy are the major competitors of Colgate Sensitive; since, they are actual medicated paste prescribed by the dentist.

Thermoseal is product of IPCA pharmaceutical company having largest share in medicated toothpaste market in Dhule city. The second largest leader in medicated toothpaste at Dhule region is shy which is the local product in Dhule market. Also the Emoform is the third largest selling medicated toothpaste in Dhule region.

THERMOSEAL:

Dentinal hypersensitivity is a sharp pain produced in the teeth, in response to stimuli such as hot, cold, sweet, sour, or contact. It affects the quality of life and results in extreme discomfort or an inability to eat or drink certain foods.

RA Thermoseal builds increasing protection against painful sensitivity of teeth to hot, cold, sweet, sour, or contact.

Fluoride in RA Thermoseal helps in prevention of dental cavities.

Ingredients: Active ingredients:

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Potassium nitrate B.P. 5%, Sodium Monoflurophosphate U.S.P. 0.7 %( available fluoride content 917 ppm).

Inactive ingredients: Sorbitol, Glycerine, Hydrated silica, Polyethylene glycol, Sodium lauryl sulphate,Flavour,Cellulose Gum, Titanium dioxide, Sodium saccharin, Sodium benzoate, Water. RA Thermoseal does not contain sugar.

COMPARITIVE STUDIES FOR VARIOUS MEDICATED PASTE:

NameAdv.

Colgate Sensitive

Thermoseal Emoform Sensodent Shy

Normal paste + medicated paste

Foaming activity

Whiteness

FlavouredTaste

Fresh breath

Fast relief

Price High Medium Low low Low

VARIOUS OTHER BRANDS AND THEIR COMPANIES:

Company Brand

IPCA

Thermo seal

Thermoseal-RA

Dr.reddy

Stolin

Stolin-R

Senquel

Senquel-F

Warren

Sensoform

Sensodent-k

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Sensodent-KF

J L Morison Emoform

Ciens lab Sensicure

GSK Sensodyne

F D C Triclorogard

Research Process:

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INTRODUCTION:

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Formation of objective

Secondary data collection

Selection of sample size

Questionnair preparation

Primary data collection

Data analysis

Findings and limitations

Conclusion

suggestion

Research is an art of scientific investigation through search for new facts in any branch of knowledge. It is a moment from known to unknown. Research always starts with a question or a problem. Its purpose is to find answers to questions through the application of the scientific method. It is a systematic and intensive study directed towards a more complete knowledge of the subject studied. As marketing does not address itself to basic or fundamental question, it does not qualify as basic research. On the contrary, it tackles problems, which seem to have immediate commercial potential. In view of the major consideration, marketing research should be regarded as applied research. We may also say that marketing research is of both types problem solving and problem oriented. Marketing research is as systematic and objectives study of the problems pertaining to the marketing of the goods and services. It may be emphasized that it is not restricted to any particular area of marketing, but is applied to all the phases and aspects.

METHOD OF DATA COLLECTION:1) Data to be collected: Data includes facts and figures, which are required to be collected to achiever the objectives of the project. In order to determine the present position and satisfaction of customer of Colgate Sensitive. The researcher use structural process in which list of questions was specified.a) Primary Data The data that is being collected for the first time or to particularly fulfil the objectives of the project is known as primary data.These types of data were,- The market share of Colgate Sensitive.- The market share of other brands available in the market.- Responses of consumer.- Identifying pros and cons of the brand. The above primary data were collected through responses of consumer was conducted through questionnaires prepared for them.b) Secondary DataSecondary data are that type of data, which are already assembled and need not to collected from outside. These types of data were

i. Company Profileii. Product Profile

iii. Competitors Profileiv. Internet

The aforesaid data were collected through Internet and company s financial report.

2) Data Collection Method For given project, the primary data, which needed to collect for the first time, were much significant. This type of information gathered through Survey technique, which is the most popular and effective technique for correct data collection. The survey was completed with the use of questionnaires for consumers.

3) Sampling Sample is the small group taken under consideration from the total group.

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This small group represents the total group. In the project the market research, which was ask to be studied was Dhule market but as it was possible to approach all the respondent s customer of the city, hence a sample was selected which represents the whole city. The areas selected for the sample are present further in the appendix. Sample size of customer list was taken from Colgate Sensitive customer data basic.

Probability Sampling:

These are the samples which are selected in such a manner, that every member of the universe has an equal chance of being included /excluded in it. It is, so to say, a lottery method in which individual units are picked up from the whole group not deliberately but by some mechanical process. Here it is blind chance alone that determines whether one item or the other is selected.

Non-probability Sampling:

These samples are made to meet the specific requirement of a special nature. In this type of sampling items are selected deliberately by the researcher; his choice concerning the items remains supreme. In other words, under non-probability sampling the organizers of the inquiry purposively choose the particulars units of the universe for constituting a sample on the basis that the small mass that they select out of a huge one will be typical or representative of the whole.

Probability sampling method with sample size of 220 for customers to find out buying pattern

sample errors sampling error or estimation error is the error caused by observing a sample instead of the whole population The likely size of the sampling error can generally be controlled by taking a large enough random sample from the population 4) Data EvaluationThe data so collected were not simply accepted because it contained unnecessary information and over or under emphasized facts. Therefore only relevant data were included in the report, which helped in achieving the objectives of the project. Survey method was adopted for the data collection with the help of questionnaire as the research instrument. Among 220 sample size 200 customers were actual respondents.5) Research design: According to Kerlinger; Research design is the plan, structure, and strategy of investigation conceived so as to obtain answers to research questions and to control variance. The research design is broadly categories in to three types these are as follows-

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Exploratory research design Descriptive research design Causal research design.

The study falls under the category of descriptive research which includes survey and facts findings inquiries of different kinds.

Market research questionnaires: These can be carried out face-to-face, over the phone, by post or via e-mail. A market research questionnaire is a useful tool for collecting and understanding the views of customers or potential customers, as part of primary market research.It is also a useful means of adding structure to an interview or focus group. The questions ask in a questionnaire will help to estimate levels of demand, market size, intention to purchase, etc, in relation to product or service. In designing the questionnaire, we need to carefully craft questions that will get unambiguous answers from respondents about their needs and wants.Outlined below are the most common ways of using questionnaires to find the information we need about our market, and descriptions of the kinds of survey topics we could use, what type of questions we can ask and the types of questionnaire we could use.A well thought out questionnaire can help to reveal:• Consumers' awareness of product or business.• Consumers' attitudes towards product or service.• Product performance.• Consumers' buying behaviour.Questionnaire techniques: There are three questionnaire techniques commonly in use. The choice of technique will depend on the type of group targeted and the information required. Each has its own benefits and drawbacks. The techniques, and their advantages and disadvantages, are compared in the table below.

Questionnaire Techniques

Advantages Disadvantages

Personal Survey • Greater flexibility and control -opportunity to clarifymisunderstandings• Can ask supplementary questions• High response rate• Can watch body language as averbal response

• Time consuming• Expensive• Respondents have little time tothink

Telephone • More flexibility and often a higherresponse rate than post• Reach people who won't

• Interviews must be fairly short• Respondents may have little time

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givepersonal interview• Fast

to think• May give inaccurate responses

Postal/E-mail • Cheap• Respondents have time to think• Objective - there is no interviewinterface• Useful when respondent is difficultto contact

• Possible low response rate• No flexibility to clarify answers• Limited information obtained

Questionnaire structure:

There are a number of issues to consider when designing a questionnaire, including the aims and objectives of the survey. The method of data collection to be used must suit the nature of the sample and the questions you want to ask. With telephone and face to- face questionnaires, for instance, an interviewer will be available to answer queries, whereas a postal or e-mail survey will be expected to be self-explanatory.Questions must be tailored for use with a mixture of people and be user-friendly. When designing the questionnaire, it is important to think about possible answers and how they may affect the response to other questions. The method of data processing should also be considered and incorporated into the design of the questionnaire (for instance, including boxes to tick or question responses that have been assigned a code).Question consistency is vital; asking the same questions in an identical order regardless of audience is essential for analysis purposes.A questionnaire can fall into one of three categories - structured, semi-structured or unstructured.A structured questionnaire is a series of 'closed' questions asked in the order in which they are laid down. They are best suited to large interview situations like a postal questionnaire.Semi-structured questionnaires (a mixture of 'closed' and 'open' questions) are a means of retaining control while also allowing for a wider range of responses. They are often used in business-to-business surveys.An unstructured questionnaire is a series of open-ended questions, the order of which can be changed by the interviewer. This type of questionnaire is often used with narrow or specialist target audiences, either face-to-face or on the telephone. While the unstructured approach can provide valuable insights, it can be difficult to analyse and draw meaningful conclusions from the findings.

Types of market research questions:

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Before you use your questionnaire, it is important to test that the questions are easily understood and that the responses are going to give you the information you need.

• Closed questions - where the only answers are yes/no/don't know. For example:'Are you planning a holiday this year?' It is possible to anticipate the answer and results can be easily summarised.

• Open questions - where the respondent is given the chance to answer freely.For example: 'What is your opinion about this new brand of soap powder?' This produces more realistic information, but it is harder to interpret.

• Multiple choices - where a series of set answers is given, and the respondent choose one. They are easy to summarise, but it is hard to design these questions without missing out other alternatives. For example, 'If you had a choice of restaurants, which would be your first choice?' (Indian, Chinese, Mexican or Italian?)

• Direct questions - relating to the respondent's own behaviour. For example:'Which TV channel do you watch most?'

• Indirect questions - by asking questions about other people, the respondent's own attitudes are revealed. For example: 'Where do you think the average parent would prefer to buy disposable nappies?' (A chemist, a supermarket or a delivery service?) Indirect questions should be used in cases where people might mislead the researcher about their own behaviour; for example, they may say that 'TheSun' is the most popular newspaper but might not admit to reading it themselves.

Interview:

A consumer’s deeper feeling and beliefs can be probed by using different psychological tools such as laddering technique, depth interview etc.

The interviewer asks them questions pertaining to the survey and collects the desire information.

Data may be collected by observation. Investigator personally observes and records the information.

There are fixed parameters which were considered while conducting research. So it is possible to form easily understandable questions to grab the relevant data from the respondents. Also, questionnaire is easily the most economical and the most viable of all the instruments used for collecting primary data. Therefore by taking in to consideration the resource availability, questionnaire is selected as the instrument to conduct this research.

This research has been conducted to study the buying behaviour of r consumer’s for Colgate Sensitive and to draw the findings for the company in Aurangabad city. The

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sample size has been decided by using simple random sampling. This technique is used because though, there are different areas each of them is quite homogeneous individually. So a small sample size selected by taking a judgment has served the purpose.

QUESTIONNAIRE FOR CONSUMER:

BRAND AWARENESS FOR COLGATE SENSITIVE AMONG CONSUMERS:

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1) Are you aware of Colgate sensitive brand in the market?

No. Of Respondents PercentageAware 176 88Not Aware 24 12Total 200 100

Aware Not Aware0

102030405060708090

Brand Awareness

Brand Awareness

ANALYSIS:

88% consumers are aware about Colgate Sensitive. 12% consumers are not aware about Colgate Sensitive

INTERPRETATION:

Most of the consumers are aware about the brand Colgate Sensitive

02) Which brand of toothbrush you prefer?

A) Colgate B) oral-b

C) Pepsodent D) Local

No. Of Respondents PercentageColgate 90 45Oral-B 32 16Pepsodent 36 18Local 42 21Total 200 100

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45%

16%

18%

21%

Sales

ColgateOral-BPepsodentLocal

Analysis

45% of the consumers prefer Colgate Toothbrush. 21% of the consumers prefer Oral-B . Toothbrush. 18% of the consumers prefer Pepsodent Toothbrush. 16% of the consumers prefer Local Toothbrush.

Interpretation

Near about half of the consumers prefer Colgate toothbrush followed by local toothbrush. Preference for Pepsodent and Oral–B is same.

PREFERENCES GIVEN BY CUSTOMERS FOR VARIOUS MEDICATED TOOTHPASTES:

3) Which medicated toothpaste you prefer for sensitivity?

No. Of Respondents PercentageColgate Sensitive 40 20Thermoseal 90 45Sensodent 40 20Emoform 30 15Total 200 100

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20%

45%

20%

15%

PREFERENCES GIVEN BY CUSTOMERS FOR VARIOUS MEDICATED TOOTH-

PASTES

Colgate SensitiveThermosealSensodentEmoform

ANALYSIS:

• 45% of consumers prefer Thermoseal

• 20% of consumers prefer Colgate Sensitive

• 15% of consumers prefer Emoform

• 20% of consumers prefer Sensodent

INTERPRETATION:

Most of the consumers prefer Thermoseal followed by Sensodent & Colgate Sensitive. The less preference was given for Emoform paste.

AWARENESS MEDIA FOR VARIOUS MEDICATED TOOTHPASTE:

4) How did you come to know about Colgate sensitive?

No. Of Respondents PercentageTV 120 60Danglers 34 17Posters & Hoardings 32 16Others 14 7Total 200 100

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60%17%

16% 7%

Awareness Media

TVDanglersPosters & horardingsOthers

ANALYSIS:

60% of consumers are aware about Colgate sensitive from TV media. 17% of consumers are aware about Colgate sensitive from danglers. 16% of consumers are aware about Colgate Sensitive from posters and

Hoardings. 7% of consumers are aware about Colgate Sensitive from other media.

INTERPRETATION:

TV Advertisement creates more awareness about Colgate Sensitive, Followed by danglers and Posters & Hoardings also give some share of awareness among consumers.

CONSUMER EXPERIENCE IN TERMS OF BUYING DECISION:

5) Who influences your buying decision for medicated paste?

No. Of Respondents PercentageDentist 156 78Chemist 24 12Family Members 16 8Others 4 2Total 200 100

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78%

12% 8%2%

Buying Decision

DentistChemistFamily MembersOthers

ANALYSIS:

• 78% consumers say that their buying decision is influenced by doctor • 12%consumers say that their buying decision is influenced by chemist• 8%consumers say that their buying decision is influenced by family members• 2% consumers say that their buying decision is influenced by others

INTERPRETATION:

• The buying decision of medicated toothpaste is mainly influenced by Doctor.Chemist also play vital role in buying decision

PURCHASE PLACE FOR CONSUMERS:

6) From where do you purchase medicated paste?

No. Of respondents PercentageMedical Shop 180 90Grocery Shop 12 6Malls 6 3Any other 2 1Total 200 100

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90%

6%3% 1%

Purchase place

Medical ShopGrocery ShopMallsAny other place

ANALYSIS:

90% of consumers are says that they purchase medicated paste from medical shop.

6% of consumers are says that they purchase medicated paste from Grocery shop.

3% of consumers are says that they purchase medicated paste from malls. 1% of consumers are says that they purchase medicated paste from other

place.

INTERPRETATION: Since Colgate Sensitive is medicated paste, Most of the consumers prefer medical shop for purchasing of it. Very few consumers prefer grocery shop or malls.

CONSUMER EXPERIENCE IN TERMS OF PRICE:

7) Are you satisfied with the price of Colgate sensitive?

Price No. Of respondents PercentageSatisfied 14 35Not satisfied 26 65Total 40 100

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Satisfied Not Satisfied0

10

20

30

40

50

60

70

Price Satisfaction Level

Series 1

ANALYSIS:

35% of consumers are satisfied with the price of Colgate sensitive. 65% of consumers are not satisfied with the price of Colgate sensitive.

INTERPRETATION:

2/3rd of the consumers feel that the price of Colgate Sensitive is very high as compare to other medicated toothpaste.

Purchase Decision Maker

08) Who takes purchase decision of medicated paste in your family?

A) Husband/Wife

C) Elder

D) Children

No. Of Respondents PercentageHusband/wife 100 50%Elder 90 45%Children 10 5%Total 200 100

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52%

47%

1%

Purchase decision maker

Husbund/wifeElderChildren

Analysis

52% of decision for medicated paste in the family is taken by husband/wife 47% of decision for medicated paste in the family is taken by elder in the

family 1% of decision for medicated paste in the family is taken by children

Interpretation

Half of the purchase decision for medicated paste is taken by husband/wife followed by elder in the family.

Quality Satisfaction Of Consumers

09) Are you satisfied with the quality of Colgate sensitive?

A) Yes B) No

No. Of Respondents PercentageYes 24 60No 16 40%Total 40 100

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60%

40%

Quality Satisfaction

YesNo

Analysis

60% of the consumers are satisfied with quality of Colgate Sensitive 40% of the consumers are not satisfied with quality of Colgate Sensitive

Interpretation

Near about 2/3rd of the consumers are satisfied with the quality of colgate sensiti

Reason For Purchase Of Colgate Sensitive

10)On which factor did you purchase the Colgate Sensitive?

a)Quality b) Taste c) Brand name d )price e) Availability

No. Of Respondents Percentage

Quality 8 20%

Taste 6 15%

Brand name 14 35%

price 10 25%

Availability 2 5%

Total 40 100

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20%

15%

35%

25%5%

Reason For purchase of Colgate Sensi-tive

QualityTasteBrand NamePriceAvailability

Analysis

20% consumer preferred Colgate Sensitive due to Quality 15% consumer preferred Colgate Sensitive due to Taste 35%% consumer preferred Colgate Sensitive due to Brand name 25%%consumer preferred Colgate Sensitive due to Price 5% consumer preferred Colgate Sensitive due to Availability

Interpretation

Brand name and price are the factors which play important role in purchasing the product of Colgate sensitive.

11) Are you aware of any promotional schemes by Colgate for Colgate sensitive?

A) Yes B) No

No. Of Respondents PercentageYes 146 73No 54 27Total 200 100

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Yes No0%

10%20%30%40%50%60%70%80%

73%

27%

Awareness of Promotional schemes

Awareness of Promotional schemes

Analysis 73% of the consumers are aware of the promotional schemes adopted by

colgate 27% of the consumers are not aware of the promotional schemes adopted by

colgate

Interpretation Near about 3/4th of the consumer are aware about promotional schemes adopted by consumer

12) Which quantity of Colgate sensitive do you prefer to buy ?

a) 50 gm b) 100 gm

No. Of Respondents PercentageYes 28 70No 12 30Total 40 100

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50gm 100gm0%

10%

20%

30%

40%

50%

60%

70%

70%

30%

Quantity prefered by Consumers

Quantity prefered by Consumers

Analysis 70% of the consumers prefer to buy the 50gm quantity of Colgate Sensitive 30% of the consumers prefer to buy the 100gm quantity of Colgate Sensitive

Interpretation7/10th of the consumers prefer to buy the 50gm Colgate Sensitive

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FINDINGS AND OBSERVATION: Awareness of Colgate Sensitive in consumers is 88%, even though consumers

do not buy it.

Thermoseal is the most preferred brand by both consumers and retailers and the main reason behind it is demand for it.

Advertisement of Colgate Sensitive is not impressive in different Medias. Advertisement is quite negligible.TV is the most effective media of advertisement

In Aurangabad city there is lesser demand for colgate sensitive as compared to other brands of medicated toothpaste because Colgate Sensitive is OTC product consumer do not buy directly and most of the consumers depend upon dentist for sensitivity problem.

Most of the consumers do not no about the schemes being offered by company. Company has to properly communicate and implement the schemes which they are offering

As per the research it has been seen that most of the consumers do not have an idea about the point of purchase (POP) displays This will help the consumer to know that whether the product is available or not.

Since Amongst aware consumers most of them buy toothpaste from medical shop, because it is medicated toothpaste.

Some consumers are price sensitive. Near about 65% consumer thinks that price of Colgate sensitive is much high than the competitors.

The basic criteria for consumer preference are mainly based on quality, taste, availability.

The purchase decision for medicated paste in the family are mainly taken by husband and or wife

50gm is the most preferred quantity by consumers.

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SUGGESTIONS AND RECOMMENDATIONS: The advertising through different media should be done to increase the

awareness about the project. The awareness about Colgate Sensitive is quite satisfactory by TV and Danglers but it is not as expected by other Medias. So, continuous bombardment about the product is necessary. Company can use tools like Handbills, Free samples for switchers etc.

Effective distribution channel should be developed in areas like Chikalthana. The current distributor uses to sale paste of many brands. Also, he gives preference to the local brands of paste as there is comparatively more margin by these brands. It affects adversely on the sale of Colgate sensitive. Therefore an exclusive distributor should be appointed for this area.

Company should have to study the prices of various competitors, toothpaste.As the rate of other toothpaste are less than the Colgate Sensitive they are successful in fetching the customers and increasing their sales. So various pricing strategies should be studied

Consumer satisfaction customer delight are the main aspects to increase the market share and to run the organisation effectively. So company should have to focus on the interest of their consumers and also should take their opinions and suggestions seriously.

Company can take advantage of other products e.g. toothbrush and mouth wash to increase the demand of paste. If there is a good demand for these products in a particular area it will ultimately helps to push the main product.

Company should also come with some attractive schemes to attract the customers

The medicated paste market is highly competitive. Therefore it is necessary to maintain quality to be in the market strongly.

CONCLUSION:.

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From the above project carried out we can finally conclude following facts:

On the basis of the study it can be easily concluded that the brand name of colgate is very popular in the market which may increase the further sale of the product

Awareness about Colgate sensitive is low among consumers due to less advertising about the product through different Medias.

Thermoseal is the leading brand in Aurangabad city. as it created a brand image in the mind of consumer all over the city. Consumers don’t want to change their existing brand. So, the hypothesis assumed about consumer buying behavior is proved.

Thermoseal, Emoform, Sensodent are the major competitors of Colgate Sensitive. The sale of Colgate sensitive is low due to Unavailability in some areas, higher prices, and low margin to the retailers, improper distribution and lack of awareness about the product. So from above studies we conclude that we have to overcome above problems to increase the sale.

Therefore, the hypothesis assumed about availability and margins are proved.

BIBLIOGRAPHY:

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BOOKS:

1) Philip Kotler, Marketing Management, 13th Edition, Pearson Education Publication.

2) The McGraw-Hill Companies, Marketing Research, 4th Edition, by G.C.Beri.3) George E. Belch & Michael A. Belch, Advertising and Promotion-An integrated

marketing communications perspective, 6th Edition, The McGraw-hill Companies 2003 Publication.

WEBSITES:

1. www.colgate.com/app/Colgatesensitivenew/US/EN/homepage.cvsp 2. www.colgate.co.in/app/CSN/IN/colgate-sensitive-toothpaste.cvsp3. www.allegiesgroup.com/staffing-solutions/ 4. www.allegiesgroup.com/aboutallegiesgroup/ 5. www.marketsource.com/default.aspx 6. www.marketsource.com/beliefs/ 7. www.marketsource.com/sales-outsourcing-solutions/8. www.marketsource.com/services/ 9. www.marketsource.com/expertise/

APPENDIX-A

Questionnaire for consumer’s:

Name of Respondents:

Age/Sex:

Address:

Occupation:

Mobile No.:

1) Are you aware of Colgate sensitive brand in the market?

a) Aware b) Not Aware

02) Which brand of toothbrush you prefer?

A) Colgate B) oral-b

C) Pepsodent D) Local

3) Which medicated toothpaste you prefer for sensitivity?

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a) Colgate Sensitive b) Thermoseal

c) Shy d) Emoform

4) How did you come to know about Colgate sensitive?

a) TV b) Danglers

c) Posters and Hoardings d) Other

5) Who influences your buying decision for medicated paste?

a) Dentist b) Chemist

c) Family Members c) Others

6) From where do you purchase medicated paste?

a) Medical Shop b) Grocery shops

c) Malls d) others

7) Are you satisfied with the price of Colgate sensitive?

a) Satisfied b) Not Satisfied

8) Who takes purchase decision of medicated paste in your family?

A) Husband/Wife

C) Elder

D) Children

09) Are you satisfied with the quality of Colgate sensitive?

A) Yes B) No

10)On which factor did you purchase the Colgate Sensitive?

a)Quality

b) Taste

c) Brand name

d )price

e) Availability

11) Are you aware of any promotional schemes by Colgate for Colgate sensitive?

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A) Yes B) No

12) Which quantity of Colgate sensitive do you prefer to buy ?

a) 50 gm b) 100 gm

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