1

FIRST SEMESTER FINAL PROJECT

on

Colgate – Palmolive Ltd.

Submitted by : BANANI PAUL

Course : PGDM : II

Roll No : PF15C187

Date of Submission : 6/11/2015

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CONTENTS

INTRODUCTION-

A. SECTORIAL ANALYSIS

WORLD-WIDE CONTRIBUTION OF FMCG

GDP CONTRIBUTION OF FMCG

MARKET SIZE OF FMCG

HISTORICAL GROWTH OF FMCG MARKET

FUTURE SCOPE OF FMCG

B. COMPANY DETAILS

ABOUT COMPANY

INDUSTRY OVER-VIEW

COMPETETORS

CORPORATE PROFILE

HISTORY OF COMPANY

COMPANY VALUES

C. COMPANY MARKETING STRATEGY

PRODUCT MIX

PRODUCT

PRICE

PRICING STRATEGY

PLACE/DISTRIBUTION

PROMOTION

PRODUCT INDUSTRY

STP

SEGMENTATION

TARGETING

POSITIONING

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COMPARING PRODUCT TO ITS COMPETETORS

TARGET MARKET

PRODUCT LIFE CYCLE

DESCRIPTION OF PLC

INTRODUCTION

GROWTH

MATURITY

DECLINE

SWOT ANALYSIS OF PRODUCT

STRENGTH

WEAKNESS

OPPORTUNITY

THREATS

COMPETETOR ANALYSIS

DATA ANALYSIS AND INTERPRETATION

BRAND AWARENESS

D. BUSINESS FINANCE

DEBT TO EQUITY RATIO

WORKING CAPITAL

DIRECT COST

PROFIT MARGIN

TREND ANALYSIS

E. HUMAN RESOURCE MANAGEMENT

ORGANIZATIONAL STRUCTURE

EMPLOYEE REVIEW

JD’s & JOB DESCRIPTION

DESIRED SKILLS & EXPERIENCE

CAREER OPPORTUNITIES

ORGANIZATION CULTURE IN COMPANY

TRAINING NEEDS IN THE COMPANY

F. CONCLUTION

G. BIBLOGRAPHY

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INTRODUCTION

The Fast Moving Consumer Goods (FMCG) Industry in India include

segments like cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals,

packaged food products, white goods, house care products, plastic goods, consumer

non durables, etc.

The market is highly concentrated in the urban areas as the rise in the

income of the middle-income group is one of the major factors for the growth of the

Indian FMCG market.

FMCG Sector in India is one of the four largest sectors in Indian economy. The

FMCG (Fast Moving Consumer Goods) companies have faced tough competition

among themselves over the years which is continuously increasing. This is due to

the increase in per capita income among individuals and also various developments

in rural economy.

The FMCG sector has changed its strategies and has opted for a more well-

planned marketing of the products to penetrate both the rural and urban markets.

To execute these tasks, the FMCG companies are hiring more and more people

which has led to an increase in the job prospects in this sector.

Thus, FMCG sector is creating massive employment with good career

prospects. Marketing, retail, sales, services and supply are the key areas which

generates maximum career scopes in FMCG Industry in India.

The FMCG sector in India has grown significantly in the year 2007 and this

gave rise to huge prospects in the sector. The rural and urban sectors fared equally

well in the processed food items in the year 2007.

The rural market separately performed well in the personal care, fabric care,

and hot beverages while the urban market did well in home care, personal care,

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bakery, dairy products, etc.

A. SECTORIAL INFORMATION - FMCG

Worldwide Contribution OfFMCG

In 2010,India had the market size of US$353billion . As per The base

case scenario, Where the key assumptions are that GDP growth would continue at

the same pace (5-6%) until 2020 there would be no major change in regulations, the

FMCG sector is expected to grow at least 12% annually to become an ~USD99 bn

industry by 2020.

Sector’s contribution to the World Economy are 34% in 2005-2006,

25% in 2006-2007, 20% in 2012-2013, 21% in 2013-2014.

34%

25%

20%

21%

GWP Contribution1999-2000 2006-2007 2012-2013 2013-2014

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The recent momentous growth being witnessed in the FMCG sector

presents unusual opportunity for Nigerian flour millers to unleash their growth

potentials, a report by the Financial Derivatives Company, FDC.

CONTRIBUTION OF FMCG TO THE INDIAN GDP

In 2010,India had the market size of US$353billion.

It is projected to grow at 11.5% by 2014 with the market size of US$543billion.

The Fast Moving Consumer Goods, FMCG, sector’s contribution to the country’s GDP now

stands at 24.3 per cent.

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FMCG Sector’s contribution to the country’s GDP stood at 2.15% with the market size of

US$25billion(2007-08).

India is 12th largest consuming country in the world (2010).

MARKET SIZE OF FMCG

At present the FMCG Industry is worth US$ 13.1 billion and it is the 4th largest in

the IndianEconomy.

These products have very fast turnaround rate, i.e. the time from production to the

revenue from the sell of the product is very less. In the present economic scenario,

time is regarded as money, so the FMCG companies have to be very fast in

manufacturing and supplying these goods.

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The Fast Moving Consumer Goods (FMCG) Industry in India include segments like

cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged food

products, white goods, house care products, plastic goods, consumer non durables,

etc. The FMCG market is highly concentrated in the urban areas as the rise in the

income of the middle-income group is one of the major factors for the growth of the

Indian FMCG market.

The FMCG sector has benefited the most from this young burgeoning population.

The sector grew 10 per cent from 2000 until 2010 with the sector’s contribution to

GDP increasing from 13 per cent to 24.3 per cent over the same period.

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HISTORICAL GROWTH OF FMCG MARKET

Fast Moving Consumer Goods (FMCG) Industry in India - Facts

The Fast Moving Consumer Goods (FMCG) Industry in India include segments

like cosmetics, toiletries, glassware, batteries, bulbs, pharmaceuticals, packaged

food products, white goods, house care products, plastic goods, consumer non

durables etc.

The FMCG market is highly concentrated in the urban areas as the rise in the

income of the middle-income group is one of the major factors for the growth of

the Indian FMCG market.

With the presence of 12.2% of the world population in the villages of India, the

Indian rural FMCG market is something no one can overlook. Increased focus on

farm sector will boost rural incomes, hence providing better growth prospects

to the FMCG companies .

FMCG sector is also likely to benefit from growing demand in the market. The

GDP rate of Indian economy is increasing every year. It is expected in future it

would be better only in comparison with other countries.

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FMCG sector is also likely to benefits from growing demand in the market. Because

of the low per capita consumption for almost all the products in the country

FMCG companies have immense possibilities for growth. And if the companies are

able to change the mindset of the consumers, i.e., if they are able to take the

consumers to branded products and offer new generation products, they would be

able to generate higher growth in the future.

At present, urban India accounts for 66% of total FMCG consumption, with rural

India accounting for the remaining 34%.

Rural India accounts for more than 40% consumption in major FMCG categories

such as personal care, fabric care, and hot beverages.

In urban area , home and personal care category, including skin care, household care

and feminine hygiene, will keep growing at relatively attractive rates.

FUTURE SCOPE OF FMCG

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest

sector in the economy.

A well-established distribution network, intense competition between the organized

and unorganized segments characterizes the sector, FMCG Sector is expected to

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grow by over 60% by 2010.That will translate into an annual growth of 10% over a

5 years period.

It has been estimated that FMCG sector will rise from around Rs 56,500 crores in

2005 to Rs 92,100 crores in 2010.

The penetration in the rural areas in India is not high as yet and the opportunity of

growth in these areas is huge by means of enhanced penetration in to the rural

market and conducting awareness programs in these areas.

The scopes for the growth of the FMCG industry are high as the per capita

consumption of the FMCG products in India is low in comparison to the other

developed countries. The manufacturing of the FMCG goods is concentrated in the

western and southern belt of the country. There are other pockets of FMCG

manufacturing hubs.

FMCG sector in the Indian rural market is one of the most booming sectors in Indian

economy. The villages of India account for 12.2% of the world's population.

The farm sector has been one of the significant sectors which boosted the rural

economy resulting in the higher consumption of FMCG products.

The consumers in both rural and urban sectors can afford high-priced branded

products nowadays with the high disposable income.

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B. COMPANY DETAILS – COLGATE PALMOLIVE

ABOUT COMPANY

Colgate-Palmolive headquartered in New York City is the biggest seller of

toothpaste (ahead of Procter & Gamble) and a world leader in oral care products

(mouthwash, toothpastes, and toothbrushes). The company also makes personal

care products (baby care, deodorants, shampoos, soaps) and household cleaners

(bleaches laundry products, soaps). Its other well-known brands include Palmolive

dishwashing liquid and tabs, Ajax surface cleaners, and Fab laundry detergent. Its

Hills Pet Nutrition subsidiary makes Science Diet and Prescription Diet brands of

pet food. Colgate operates in more than 70 countries and sells products in more

than 200.

INDUSTRY OVERVIEW

In a society that cares about appearances consumers continually look for

new, innovative oral care products to provide an extra sparkle to their smiles. Oral

care companies are marketing their products to different consumer segments in

order to capture their share in the growing segment market. Today’s consumer

demand numerous benefits from their tooth pastes and manufacturers are

responding accordingly.

The Personal Care and Household Cleaning Products Industry inclues Companies

that make Personal Care and Hygiene Care Products such as cosmetics, perfumes

and toiletries as well as household cleaning products. Some leading companies in

Personal Care and Household care are Procter & Gamble, Unilever, Colgate

Palmolive, Johnson &JohnsonGillette and Reckitt & Benckiser etc.

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COMPETETORS

Procter & Gamble

GlaxoSmithKline

Unilever

CORPORATE PROFILE

Company name Colgate Palmolive Ltd.

Date of Establishment 1937

Revenue 347.188 (USD in Millions )

Market Cap 111160.5286158 (Rs. In millions)

Corporate Address Colgate Research Centre,Main Street Hiranadani

Gardens Powai Mumbai-400076, Maharashtra

Website WWW.colgate.co.in

Management Details Chair person - J Skala

MD – R D Calmeyer

Directors – Derrick Samuel, J K Setna, J Skala,

K V Vaidyaanathan, M A Elias, P K

Ghosh, R A Shah, V S Mehta

Business Operation Household &Personal Products

Background Colgate-palmolive is Rs 1.300 crorecompany

started in year 1937. In Rs 2,400 crore domestic

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market it enjoys 50% of markets share. It spread

across 4.5 million retails outlets out of which 1.5

million are direct outlets.

Financials Total Income – Rs 20606.60 Million ( year ending

Mar 2014). Net Profit – Rs 4232.60 Million ( year

ending Mar 2014)

Company Secretary K V Vaidyanathan

Personal care giant Colgate-Palmolive is generally associated with toothpaste and

soap, but in fact its broad portfolio also includes Pet food, Deodorants, Fabric softeners,

Household cleaners and Detergents. Brands include Ajax, Fab, Mennen and Hill's Science

Diet, alongside the two products that make up the company's name.

Colgate is the world's #1 toothpaste and toothbrush brand; Palmolive soap is the

world's third largest soap brand, now covering a growing range of hair care products as

well as soaps. Colgate-Palmolive is also truly international, deriving more than 70% of its

sales outside the US. Advertising Age/TNS estimated global measured advertising

expenditure in 2003 of $621m, making Colgate the world's #40 advertisers.

Colgate-Palmolive is a leading global consumer products company, serving people

in more than 200 countries and territories with consumer products that make lives

healthier and more enjoyable. The Company focuses on strong global brands in its core

businesses - Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet

Nutrition. The Group operates in North America, Latin America, Europe, Asia and Africa.

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History of Colgate Palmolive

o 1800 - 1850s

The company began in 1806, when William Colgate, an English immigrant, set up a

starch, soap and candle business on Dutch Street in New York City, USA.

William Colgate brought out his partner in 1813; the name was then changed to

William Colgate and Company.

In 1817 the first Colgate advertisement - "Soap, Mould and Dipt Candles" - appeared.

Principal products at that time were Windsor Toilet Soaps and Pearl Starch.

After more than fifty years in the starch, soap and candle business.

William Colgate died in 1857. The company then became known as Colgate &

Company.

o 1860s - 1910s

In 1866, the company introduced perfumed soap and began the manufacture of

perfumes and essencesthe first milled perfumed toilet soap, was registered as a

trademark.

Almost seventy years Colgate & Company produced its first toothpaste, an aromatic

dental cream sold in jars.

In 1896, the company made toothpaste much more convenient to use by introducing

the first collapsible toothpaste tube, one similar to those in use today.

By its 100th anniversary, Colgate & Company was manufacturing dental care

products, laundry soaps, 160 different kinds of toilet soap and 625 varieties of

perfume. .

o 1940s - 1960s

In 1949 the Company decided to enter the detergent business with Fab - a new

detergent powder already on sale in the USA. Fab survived for a number of years but

was eventually discontinued having succumbed to the pressure of heavy

competition.

In 1953 the name changed to Colgate-Palmolive Limited.

By 1956 Colgate's share of the US market had reached 23% (from 9% in 1947).

It was in 1965 that one of the most memorable TV advertising campaigns began for

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Colgate's "Ring of Confidence". A continuous stream of TV commercials in the form

of "before and after" mini stories showed the lasting benefits of using Colgate. Even

today many remember the sound of the effective "ping".

o 1970s-1990s

Colgate was still Britain's top selling toothpaste, first with improved MFP fluoride,

and then the introduction of Blue Minty Gel - the first toothpaste to target 9 -14 year

olds.

Innovation and focus describe the company's activities in the nineties. Perhaps the

most innovative development came in 1993 with the launch of Colgate Total

toothpaste - the most effective toothpaste available. This was just the start of new

toothpaste introductions - Colgate Platinum (1995) for that "fashion model"

whiteness, Colgate Total Fresh Stripe (1995) and Triple Cool Stripe (1996) and

Colgate Sensation Deep Clean (1997).

Palmolive entered the growing market for shower gels with a range of "irresistible"

products all designed to leave the skin smooth to the touch.

1999 saw the launch of Colgate Whitening and Colgate Superstar.

Colgate Fresh Confidence was launched in 2000, and in 2001 Colgate Herbal and

Colgate Total Plus Whitening arrived.

Colgate-Palmolive Values

Our three fundamental values—Caring, Global Teamwork and Continuous

Improvement—are part of everything we do. They are the foundation for our business

strategy and are reflected in every aspect of our work life.

o Caring

The Company cares about people: Colgate people, customers, shareholders and

business partners. Colgate is committed to act with compassion, integrity and honesty

in all situations, to listen with respect to others and to value differences. The Company

is also committed to protect the global environment and to enhance the communities

where Colgate people live and work.

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o Global Teamwork

All Colgate people are part of a global team, committed to working together across

countries and throughout the world. Only by sharing ideas, technologies and talents can

the Company achieve and sustain profitable growth.

o Continuous Improvement

Colgate is committed to getting better every day in all it does, as individuals and as

teams. By better understanding consumers' andcustomers' expectations and

continuously working to innovate and improve products, services and processes,

Colgate will "become the best."

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C. COLGATE MARKETING STRATEGY

PRODUCT - TOOTH-PASTE

PRODUCT MIX

PRODUCT

TOOTHPASTES(ORAL CARE):

Colgate Dental Cream

Colgate Max Fresh

Colgate Active Salt

Colgate Total 12

Colgate Sensitive

Colgate Kids

Colgate Advanced Whitening

Colgate Herbal

Colgate Cibaca

Colgate Fresh Energy Gel

PRICE

The amount of money that one has to pay to buy the product is known as price. Price is

the element in marketing mix that produces revenue while the other elements of marketing

mix generate cost only.

They company must set its price in relation to the value delivered and the value

perceived by the customer. Being as a market leader in tooth paste industry Colgate sets its

prices in view the product itself, target customer class and competitors product prices .

Pricing Strategies

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Colgate has maintained the custom of launching the new product at low prices so that

every customer can take a trial of the product.

Colgate changes its prices to meet the competition but only at that time when the prices of

competitors decrease because of national change in prices. Every customer has to pay the

same amount to buy the products of Colgate Palmolive. It means the company is following

uniform delivered pricing strategy for all its products.

Before setting price Colgate considers the following:

o Pricing objectives

o Importance of pricing for target customers

o Identifies the demand

o Estimated costs

o Competitors prices

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Product Packaging/Size Price in Rs.

Colgate Herbal 100gm 40

50gm 40

Colgate Herbal White 100gm 42

50gm 22

Colgate Anti Cavity 150gm 58

100gm 42

75gm 32

50gm 22

Colgate Fresh Gel 160gm 85

90gm 48

Colgate Whitening 100gm 44

50gm 30

Sparkle 2 Good 150gm 32

70gm 18

45gm 12

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PLACE/DISTRIBUTION

The process of making the product available to customers to right customers at right

places.Colgate is using in direct second level of distribution to make its products available

to final consumers.Distribution channel always keep in touch with the target customer and

competitors as well. They provide all the information the company which contains

problems and competitors actions.

The distributors have their own godowns in which they store the company’s products. It is

the responsibility of the retailer to provide the product to the retailer at his door step.

PROMOTION

Promotion is necessary to reach consumers with which Colgate interacts. Promotion is

communication used to inform, persuade or remind. Personal selling, advertising, publicity

and public relations are the four key elements of the promotion mix. Colgate is targeting

the whole population of world through advertisement.

Company also introduces different promotion schemes such as discounts and 2 in 1.

Colgate gives high emphasis on direct approach to customers. Its sales team visit citites

after cities where they involve in experiments of tooth whitening. They try to satisfy their

customers at the spot.

Around the world, Colgate people all work together to succeed in:

Driving Growth

Funding Growth

Becoming the Best Place to Work

Our long history of strong performance comes from absolute focus on our core global

businesses, combined with a successful worldwide financial strategy. This financial

strategy is designed to increase gross profit margin and reduce costs in order to fund

growth initiatives and generate greater profitability.

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Toothpaste Industry

International Market

• Gradual increase in penetration and consumption within the oral care category.

• Toothpaste is among the top 10 categories of Fast-Moving Consumer Goods (2013

Brand Footprint Report)

• Toothpaste industry dominated by some major firms such as Colgate-Palmolive,

Unilever, Procter & Gamble and GlaxoSmithKline.

• Colgate occupies the 1st position among the top 5 oral care brands.

STP

o Segmentation

The process of dividing a potential marketinto distinct subsets of consumers

and selecting one or more segments as a target market to be reached with a

distinct marketing mix.

o Segmentation of Colgate

Colgate segments its base on Adult & Kids age group

Teens

and

Adults

Colgate

Max Fresh

With breath

strips

Herbal

White

Max Cavity

ProtectionGel

Herbal

Propolis

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Market Segmentation Characteristics:

o Targeting

It is the second stage of the STP process. The process of selecting a

segment to aim for is called targeting. Market targeting refers to picking a

specific group or small set of groups to which a business will service its

offering.

o Target Market Selection

i. Single-segment concentration

ii. Selective specialization

iii. Product specialization

iv. Market specialization

v. Full market coverage.

o Positioning

It is the process to design a company’s features, attributes and

benefits of a product (brand) that make it different from its competetors,

attract the consumers, and occupy a unique spot in the target market.

Due to increase awareness about oral health, competition is very tight

and that is why it is important to increase brand awareness in the mind of

consumers.

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Comparing Colgate to others

• With a continued focus on rejuvenation and innovation, Colgate has managed

to hold private label at bay in thecompetitive markets and has successfully

expanded todifferent products in the oral care market.

Target Market

Colgate considers the whole population of the country as its target market. However for

different sorts of consumers it has developed different flavors and tastes in the tooth paste

sector especially.

Colgate Anti-cavity protection tooth paste is basically designed to remove the cavity on

teeth and for fresh breath.

Colgate Fresh Stripe Gel is for whitening teeth with fresh breath.

Target market for its Herbal white is nature sensitive users.

Users that want whitening of tooth paste through natural ingredients. It not only

whitens your teeth but also gives you a feeling of fresh breath. Children of all ages can use

it. Its Natural Herbs attracts all Nature Lover.

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PRODUCT LIFE CYCLE

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Description on PLC Curve

INTRODUCTION: A period of slow growth, because the product is just introduced in the market, the

profits here are nonexistent due high cost of advertising and other product introduction

strategies.

For Colgate-

1873 Colgate toothpaste introduced in jars to market.

1986 Colgate toothpaste sold in tubes called as Colgate ribbon.

1937 Colgate entered Indian market.

1949 it touched a new height in India.

1976 it tried to growth it's sales in India by launching YOUNG INDIA PROGRAM -

"bright smile becomes brighter".

GROWTH:A period of rapid market acceptance and substantial profit

improvement.

For Colgate-

1990 to 2003 Colgate reaches out to every rural customer and strengthen it's supply

chain.

Colgate herbal white toothpaste launched.

2003-2007 Colgate awarded no.1 toothpaste brand for 7 consecutive years.

Colgate acquired 51% market share during this period.

launched many initiatives and promotions to further increase it's sale

as it's initiative it started oral care weak and targeted schools and anganwadis.

MATURITY: A slowdown in sales growth, because the product has achieved

acceptance by most potential buyers. I believe this to be more of a stable stage for the

product, where the graph is almost flat.

For Colgate-

HUL and P&G emerged as major competitors for Colgate.

With some other niche player Colgate facing tough competition in toothpaste

market

They roped SRK as their brand ambassador in 2009

Oral health month launched in 2010.

Colgate with IDA worked to develop toothpastes for different needs of customer.

2011-2013many variants of Colgate toothpaste launched.

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DECLINE:Here the sales show a downward drift and profits decrease. This is

where the company has to really think of ways to get its product back in business. It

may try hard at advertising, or may be add new features, but basically come with a new

marketing strategy to increase its falling profits.

S.W.O.T. ANALYSIS– Strategic Planning and Thinking

S.W.O.T.stands for Strengths, Weaknesses, Opportunities and Threats. The SWOT

analysis provides us with an analytical framework for studying a Company’s position and

strategy.

Strengths and Weaknesses are internal factors of a Company. Opportunities and

Threats are external factors. It allows you to analyze the different factors which affect the

relative competitiveness of a Corporation. While SWOT is a useful tool to organize

information, it is based on the subjective assessment of a situation. As such, as SWOT

analysis is only as good as the information to goes into them.

STRENGTHS

Company’s presence in 200 countries is its biggest strength

Strong Corporate image of Colgate Palmolive

Strong Financial Position

Worldwide research and excessive emphasize on technology.

Strong social image of the Company

Well-established and renowned distributors

Highly enthusiastic sales team

More concern towards quality improvement

A blend of scientific research with natural herbs

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WEAKNESSES

Only emphasize on urban market while suburban and rural areas are neglected to

some extent.

Colgate promotion budget is very less as compared to its competitors.

OPPORTUNITIES

People are becoming more and more health conscious. Due to this growing market

there are a lot of opportunities for Colgate to exploit this growing market by

introducing new products.

Due to shift from artificial components to natural things people are demanding

products that are very natural. This trend is a good opportunity to capture this

segment through efficient marketing practices.

Focus on innovation and new product launches by deploying advanced technologies

THREATS

Unilever and Medicame is capturing market increasingly.

Market competition is also increasing day by day.

Increasing commodity prices for manufacturing.

COMPETITOR ANALYSIS

One of the best sources of information is to investigate competing businesses. These

businesses can provide a wealth of information that can be used in evaluating the potential

for your business. By evaluating how a company markets its business, it is possible to

determine the markets it is targeting.

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For example, if competing businesses are advertising in Southern Living, they are

targeting affluent, middle age females. However, if they are advertising in the sports section

of a metropolitan newspaper, they are most likely targeting males.

In addition to collecting information on the markets they are targeting, a competitor

analysis can reveal packaging preferences, target market information, pricing strategies,

distribution channels and marketing strategies. Simply evaluate the products and services

your competitor is providing.

i. Are they producing family packs or individual serving sizes of their processed food

product?

ii. How are they getting their products to their customers?

iii. Are their products value prices or are they priced for the high-end market?

iv. Are they focused on convenience, quality or quantity?

v. What type of packaging material are they using?

Thermoseal

Sensodyne

Emoform

DATA ANALYSIS AND INTERPRITATION

65%

10%

9%

8%

8%

Toothpaste Market

colgate

pepsodent

close up

dabur

other

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BRAND AWARENESS

Almost all people 94% aware about Colgate brand means it is easy to deal with them for

the detailing and to convince them. Also from this analysis it is interpreted that brand

awareness is already done the only this remains is the product penetration. The 6%

population which is not aware this brand as they stick to their own one product as we can

say loyal customer.

94%

6%

Percentage

Aware

Not aware

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D. BUSINESS FINANCE

Debt to Equity Ratio

Debt to Equity Ratio=Total debt/Equity

Items 2015 2014 2013 2012 2011

Total Debt 770.32 599.88 489.59 435.39 384.1

Equity Share Capital

13.6 13.6 13.6 13.6 13.6

Items 2011 2012 2013 2014 2015

Debt to equity ratio

56.64118 44.10882 35.99926 32.01397 28.24265

Working Capital

Working Capital-Total current assets-Total current liabilities

Items 2015 2014 2013 2012 2011

Total CL & Provisions

931.58 888.87 817.18 694.21 649.91

Total Current Assets

576.32 567.42 695.31 614.76 624.15

Items 2015 2014 2013 2012 2011

Working Capital 355.26 321.45 121.87 79.45 25.76

Direct cost

Items 2015 2014 2013 2012 2011

Raw Materials 1,497.09 1,441.57 1,239.22 1,104.14 911.23

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Power & Fuel Cost

32.68 22.76 19.58 17.07 14.46

Employee Cost 258.93 211.78 249.44 215.61 193.22

Total 1,788.70 1,676.11 1,508.24 1,336.82 1,118.91

Profit Margin

Profit Margin=Netprofit/Netsales

Items 2015 2014 2013 2012 2011

Reported Net Profit 822.23 664.01 656.81 578.53 514.57

Net Sales

3,981.9

4 3,578.81 3,163.81 2,693.23 2,286.12

2015 2014 2013 2012 2011

PROFIT MARGIN RATIO

0.2064

9

0.18553

9

0.20760

1

0.21480

9

0.22508

4

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Trend Analysis

BALANCE SHEET

Items 2015 2014 2013 2012 2011

Inventories

252.23 225.74 185.3 217.68 153.7

Sundry Debtors

69.64 54.73 81.21 87.27 75.3

Total Current Assets

576.32 567.42 695.31 614.76 624.15

Total CL & Provisions

931.58 888.87 817.18 694.21 649.91

Items 2015 2014 2013 2012 2011

Inventories 100 128.6972 121.3038 127.5503 155.3521

Sundry Debtors 100 208.5229 509.2274 704.9391 1064.086

Total Current Assets 100 140.9414 203.9503 234.8743 325.1994

Total CL & Provisions 100 72.83035 68.79092 71.3973 695.0779

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Items Inventories Sundry

Debtors

Total Current

Assets

Total CL &

Provisions

TREND ANALYSIS

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E. HUMAN RESOURSE MANAGEMENT

ORGANIZATIONAL HIERARCHY CHART

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EMPLOYEES REVIEW

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JD’s & JOB RESPONSIBILITY

Colgate-Palmolive Company invites applicants for the role of Brand Manager, Shopper Marketing. This role is located in our Park Ave, NY office.

The Brand Manager, Shopper Marketing position plays a critical role as the incumbent is responsible for developing and coordinating centralized activities essential to the North America Shopper Marketing function, collaborating with Marketing Teams, Customer Shopper Marketing, Customer Development Teams, Agencies, 3rd Party Partners, and the Finance department.

Responsibilities include:

Develop, coordinate, execute and evaluate scale shopper platforms including

coordination with 3rd party non-competes Agencies, and customer teams.

Communicate and collaborate with the category/brand teams to ensure effective planning of shopper activity aligned to marketing priorities, effective budget allocation, and manage needs and delivery of brand activation creative between Marketing teams and Customer Shopper Managers. Accountable for effective alignment.

Management of Shopper Agency responsibility, including annual scope of work

development with brand teams/General Managers/Retail Shopper Solutions Director/Procurement, evaluation process, monthly tracking of planned versus actual hours and spend. Recommends improvements to processes and resourcing structure.

Manage and develop ShopperXpress facility, ensuring updated assets for “One-Way”

customer team use are updated, complete and timely. Liaises with marketing and Agencies. Communicates and resolves issues. Manages Agency hours. Sets and continuously improves standards for creative input. Drives synergy with e-Comm Digital Asset Management process and capability.

Responsible for annual development of Shopper Budgets with Brand

Teams/Customer Shopper Marketing/Finance/General Managers/Retail Shopper Solutions Director. Works with Brand Teams/Customer Shopper Teams with any amendments, and communicates impact to plan adjusts. Ensures adequate completion of LE, and raises issues. Recommends and implements improvements to processes.

Involves Canada &Tom’s of Maine in all the above.

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DESIRED SKILLS AND EXPERIENCE

Background Required:

Bachelor's degree required, Business major preferred. 18+ months of marketing experience preferred.

5+ years of strong commercial experience, ability to think logically, and experience applying analytic skills in ways that leverage good retail knowledge required. Experience working directly with retailers an advantage.

Experience with syndicated data required.

Ability to work in a team is required.

Ability to work in an ambiguous environment to achieve results is required. Microsoft suite including high level knowledge of Excel, PowerPoint and Word required. Ability to travel approximately 10-15% of your time require.

CAREER OPPORTUNITIES: ASSOCIATE MANAGER, INTERNATIONAL ACCOUNTING

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Tom’s of Maine, Ajax, Fabuloso, HaciSakir, elemex and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet.

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Tom’s of Maine, Ajax, Fabuloso, and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet.

Under minimal supervision responsibilities include:

Ensure the Accounting & Reporting of the Division’s results are in compliance with

Generally Accepted Accounting Principles (GAAP) and Colgate Financial Policies

(CFP’s).

Review Divisional Financial Statements

o Conduct analytical review of Financial Statement trends: Income

Statement (Other Expense/Income, Tax provision, etc.), Balance Sheet

(Accounts Receivable, Inventory, CTA, etc.), Cash Flow Statement, and Key

Financial Ratios.

o Challenge explanations as needed

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o Use experienced judgment to identify issues /errors

o Resolve all issues in a timely manner

Prepare Divisional analytical summaries of the Cash Flow Statement.Present

results of review to Senior management and cross functional teams

Work with the Regional Colgate Business Service Center regarding preparation of

divisional financial statements for Actuals / Budgets / Estimates:

o Collaborate on timing and deliverables,

o Review all work performed,

o Provide guidance on technical accounting and reporting issues,

o Provide overall guidance as necessary / requested.

Identify and understand implications of currency fluctuations on business results

Coordinate and Review the accounting of taxes under Europe’s Complex Optima

Structure

Prepare Reconciliation & Analysis for consolidation of Divisional Retained

Earnings

Adjust Financial Statements for errors / recurring adjustments as

needed.Understand any requested adjustments and ensure all are appropriate and

in accordance with GAAP

Help identify and resolve ad hoc issues under the tight quarterly reporting timeline

On an annual basis, propose and implement efficiencies into the International

Accounting Function

Perform an annual comprehensive review of Income Taxes Paid by Division

Lead/Participate in system upgrades and efficiency enhancements

Assist with external audit requests and SOX Control testing

Integration/ Interaction points include :

Division Financial Managers/Directors

Subsidiary Finance Directors

Colgate Business Service Centers

Members of Corporate Senior Management

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Qualifications

Bachelor’s degree required

Accounting degree and/or certification (Bachelors or Masters with accounting

concentration and/or CPA/CMA) required

At least 5-6 years of relevant experience required

Advanced Excel skills required

System and data analysis required

Understanding of US GAAP required

SAP / BPC working knowledge a plus

Understanding of Cost Accounting a plus

ORGANISATION CULTURE IN COLGATE PALMOLIVE LTD Organisational culture is central to individual and organisational

effectiveness . Business leaders and professional managers all over the world are

increasing managers all over the world are in creasingly embodied structurely

realising and not merely disembodied structures concerned with high technology

and fiscal resources , where people only play the role of metering and executing

devices. Consequently the set of core work value shared widely by the

organisations members determine , to a very great extent the success of an

enterprise.

Very Simply stated, organisational culture is a set of unwritten rules that

embodies the do’s, don’ts and shouldn’t, and tells the organisation’s members how

to interact with others and approach tasks in order to fit in and meet the firm’s

expections.

This is an important question for, unless it is possible to gain co ntrol over

corporate culture and guide it through planned changes over corporate culture and

guide it through planned changes in the desired direction, the whole subject

becomes an academic exercise and is of very limited practical utility.

TRAINING NEEDS IN THE COLGATE PALMOLIVE LTD

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The Training and Development effort at Colgate-Palmolive is a direct outcome of

the Individual Development Plan and the Business need. The business critical

and individual specific needs are identified every year and a training needs

inventory is drawn up.

Colgate's leadership position in the global marketplace is directly linked to the

skill of our employees. Practical learning and professional growth are critical to

our continued success. We invest generously in the training and education of

Colgate people.

Colgate-Palmolive is among the world’s most trusted and recognized brands,

serving hundreds of millions of consumers across over 220 countries. A truly

global company, we have a world of opportunities and experiences to offer.

Every one of our employees plays an important role in ensuring we deliver the

quality products consumers rely on to care for themselves and the ones they

love. So we recognize that our success is driven by these talented and dedicated

Colgate people around the world. And in turn we are dedicated to the success of

our people, offering an array of resources to help expand their professional and

personal horizons - from stimulating career opportunities and access to world-

class training and leadership development programs, to wellness initiatives and

opportunities to contribute to the communities where we live and work.

We’re committed to helping our people get where they want to go. Explore the

world of opportunities and experiences Colgate-Palmolive has to offer you.

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F. CONCLUSION

While concluding all the discussion, we would like to tell proudly that Colgate is not

only world leader in oral care in the world but also in Pakistan. Colgate has given variety in

its products and it has introduced so many flavors and formulas in its too th pastes. Its

brands are world class in quality. Colgate people emphasize on three fundamental values—

Caring, Global Teamwork and Continuous Improvement—are part of everything they do.

These values are the foundation for Colgate business strategy and are reflected in every

aspect of their work life. Colgate brands are very popular in our society. Colgate is focusing

on quality and innovation in oral care sector. Colgate Herbal tooth paste is an innovative

step towards a tooth paste industry and Colgate is pioneer to introduce a product that is a

blend of Natural Herbals and Scientific research. Colgate will continue to improve its

products through innovation and customer satisfaction.

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BIBLOGRAPHY

http://www.colgate.co.in/

Philip Kotler- 13th edition.

www.ibef.org

www.indeed.co.in

https://jobs.colgate.com

http://www.naukri.com/

https://www.viewshub.com

https://jobs.colgate.com