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 : Signature,

Place : Uthamapalayam [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 best-

selling 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 Colgate-

Palmolive 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 1937

Revenue 519.713 ( USD in Millions )

Market Cap 138733.07226255 ( Rs. in Millions )

Corporate Address Colgate Research Centre,Main Street,Hiranandani

Gardens PowaiMumbai-400076, Maharashtra

www.colgate.co.in

Management Details 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

Business Operation Household & Personal Products

Background Colgate-Palmolive is Rs1,300 crore company started

in year 1937.In Rs2,400 crore domestic market it

enjoys 50% of market share.It spread  across 4.5

million retails outlets out of which 1.5 million are

direct outlets.

The Company is having four wholly owned

subsidiaries namely Colgate-Palmolive (Nepal

Financials Total Income - Rs. 23273.587 Million ( year ending

Mar 2011) 

Net Profit - Rs. 4025.833 Million ( year ending

Mar 2011)

Company Secretary Niket S Ghate

Bankers

Auditors Price Waterhouse

Colgate-Palmolive Company

Type Public

Traded as NYSE: CL

S&P 500 Component

Industry Consumer goods

Founded 1806

Headquarters New York City, New York,United States

Area served Global

Key people Ian M. Cook, CEO

Revenue US$ 15.5 billion (2010)[1]

Operating income US$ 3.4 billion (2010)[1]

Net income US$ 2.2 billion (2010)[1]

Total assets US$ 11.1 billion (2010)[2]

Total equity US$ 2.6 billion (2010)[2]

Employees 39,200 (2011)

Website www.colgate.com

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

Rs2,400 crore domestic market it enjoys 50% of market share.It spread  across 4.5

million retails outlets out of which 1.5 million are direct outlets.

The Company is having four wholly owned subsidiaries namely Colgate-

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

Trading & Investment Company.

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

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

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

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

has been a consistent financial performer.

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

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

Oral Care Products, Goa.

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

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

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

the manufacture of toothpowder at Hyderabad.

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 India’s Most Trusted Brand across all

categories by Brand Equity’s 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 India’s 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

CompanySales

(Rs.Million)

CurrentPrice

Change (%)

P/E Ratio

MarketCap.

(Rs.Million)

52-WeekHigh/Lo

w

Hindustan

Unilever194011.10 390.80 0.72 31.99 844212.08 420/265

Dabur India 32643.70 98.15 -0.61 33.93 171248.51 122/90

Godrej

Consumer Prod23951.63 446.90 0.09 25.90 144110.87 464/327

Colgate Palmol.

(I)22205.58 1013.05 -0.85 32.28 138733.07 1084/797

Marico 23468.70 161.75 -1.13 26.22 99820.86 173/112

Godrej

Industries10588.30 203.00 1.88 35.69 64525.50 236/155

Gillette India 10568.60 1980.25 -0.63 103.63 63867.032315/148

7

P&G Hygiene 10018.99 1894.55 0.59 36.67 61802.002173/146

0

Emami 12023.80 380.00 2.74 25.53 57044.53 545/321

Nirma 32466.50 255.65 0.06 31.66 40684.72 259/214

Bajaj Corp 3586.73 115.55 1.81 15.04 16984.63 132/73

Jyothy

Laboratories6455.14 177.00 1.99 18.09 14070.28 254/125

Reckitt

Benckiser17901.19 246.25 0.00 2.78 8104.87 0/0

Amar Remedies 5780.12 152.30 1.06 10.23 3976.95 155/80

Fem Care

Pharma1074.71 980.05 -1.40 18.50 3458.99 1010/980

Rayban 585.42 136.35 0.00 16.15 3336.88 137/135

Henkel India 4501.72 27.45 -0.54 10.12 3260.72 50/20

Parikh Herbals 5.57 96.25 4.39 0.00 922.00 0/0

JHS Svendgaard 854.15 43.80 1.51 0.00 750.20 92/27

JL Morison

India1009.54 383.45 5.00 0.00 498.51 375/255

MFL India 759.47 10.75 5.91 125.75 387.31 17/8

GKB

Ophthalmics253.82 37.25 4.93 24.07 145.38 50/25

Pee Cee Cosma

Sope268.21 46.50 -0.64 195.32 123.05 92/40

Guj. Meditech 2.82 17.95 3.76 444.39 71.10 70/6

Paramount

Cosmetics430.73 10.81 4.95 3.49 52.48 27/10

Muller & Phipps

(I)122.01 75.40 4.79 5.71 44.97 103/62

Ador Multiprod 106.81 15.11 -4.25 63.12 39.77 31/13

Velvette Intl.

Phar9.21 3.10 0.00 0.00 15.29 0/0

Ideal Optics 34.30 2.67 4.71 55.13 12.13 3/3

Synergy

CosmeticsNA 1.11 4.72 300.60 12.02 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