COVER PAGE

Title : SWOT Analysis and formulation of

Marketing Mix for Colgate sensitive

Subject : MABD

Level / Semester : I / Feb 2010

Programme : MBA-FULL TIME

Subject Tutor : Mr. L. Surendra

Name of Student : Vivekanandan M

Student’s Registration Number : GPBL-B/F10/15

Date of Submission : Apr 05, 2010

Word Count : 1815 words

Word Limit : 2000 words

i

Checklist

Student Name Vivekanandan M

Registration Number GPBL-B/F10/15

Date of submission of the Assignment 05/04/2010

Is the cover page in the correct format as indicated in the “Guidelines to writing Assignments”?

Yes

Have I done a complete spell-check of the Assignment? Yes

Have I done a complete word count for the Assignment? Yes

Does the table of contents include numbers? Yes

Are the pages numbered correctly? Yes

Are the figures numbered correctly? NA

Are the tables/charts numbered correctly? Yes

Are the captions for the tables and charts proper? Yes

Are the references/bibliography listed in the Assignment? Yes

Are the references cited correctly in the text? NA

All references material has been cited from the books & the University of Wales online library. Any other internet source

quoted is with the permission of the module tutor.

NA

Are the references in the text in the proper format as indicated in the “Guidelines to Writing Assignments”

Yes

Has the soft copy of the Assignment been enclosed? Yes

Declaration:

All material written in this assignment is my own and I have not used any material, content or information of others claiming them to be mine. Wherever materials have been used, proper citation has been done in the text. I am fully aware of the rules and regulations governing plagiarism. Should at any point of time my work be suspected/investigated and established to have been plagiarized, I am aware of the consequences. I have read the Student’s Handbook in detail. ___________________ Signature of the student Date: 05/04/2010

ii

TABLE OF CONTENTS PAGE No.

List of Tables 1

List of Figures 1

FMCG Industry Introduction 2

Strength Weakness Opportunities and Threats (SWOT) Analysis

an Introduction

3

SWOT Analysis for Colgate Sensitive 4

Marketing mix analysis 6

Formulation of marketing mix for Colgate Sensitive toothpaste 7

Conclusion 9

Bibliography 10

iii

Global warming is defined as the increase in the average temperature of earth surface. The major

LIST OF TABLES PAGE No.

Table 1 - SWOT Analysis for Colgate sensitive 5

Table 2 - Marketing mix for Colgate sensitive toothpaste 8

LIST OF FIGURES PAGE No.

Figure 1 - Marketing planning process 3

Figure 2 - Marketing mix strategy 6

1

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

FMCG Industry Introduction

All products that are sold quickly and relatively at lower cost are called as Fast Moving

Consumer Goods (FMCG). Some examples for FMCG products are – food products, sugar,

chocolate, noodles, dairy products, soft drinks, soaps and detergents, cosmetics.

Fast Moving Consumer Goods (FMCG) industry is the fourth largest industry in India with

the market size of over Rs: 65000 Crore. FMCG market is expected to touch Rs: 167000

Crores by 2015. In India, per capita consumption of jams, toothpaste, skin care, hair wash, etc

are low, indicating that - these are untapped market segment.

Leading Indian brands in FMCG sector includes - Indian Tobacco Company (ITC), Nestle

India, Dabur India and Marico Industries. International brands that compete in Indian FMCG

market include – Hindustan Unilever Ltd, Procter & Gamble Hygiene and Health Care and

Colgate Palmolive.

According to the research conducted by AC Nielsen on top 100 FMCG brands, 62 brands are

owned by MNCs and remaining 38 brands are owned by Indian companies. Out of the 62

brands owned by MNCs, Hindustan Unilever Ltd owns 27 brands. Personal care category

consists of 21 brands out of which 11 brands are owned by Hindustan Unilever Ltd. Food

category has 18 major brands and house hold category is dominated by 2 key players –

Godrej and Reckitt Benckiser. Oral care category is dominated by Colgate Palmolive and

Hindustan Unilever Ltd with 49% and 30% market share respectively. Various brands in oral

care category include – Colgate, Close-up, Promise, Babool, Anchor, Pepsodent, Vicco,

Meswaak, Dabur laal.

SWOT analysis for Colgate Sensitive toothpaste is presented in this report, along with the

visible Marketing Mix that is adequate for the product. Colgate Sensitive toothpaste was

launched in India on Feb 2009.

2

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Strength Weakness Opportunities and Threats (SWOT) Analysis an Introduction

SWOT analysis is a planning tool used by marketing managers to organize the information

collected during situation analysis. SWOT analysis encompasses positive and negative

factors related to internal and external environment. SWOT analysis provides direction for

creating marketing plan. SWOT analysis can also uncover competitive advantages that can be

leveraged by the company.

Political, Economic, Social (demographic, cultural and sociological) and Technological

(PEST) analysis is a strategic tool for understanding the market growth or decline. PEST

analysis is a major component of SWOT analysis. Another component in SWOT analysis is

to determine the strength and weakness of the company relative to its competitors and the

company’s capabilities to compete in the future environment. The result of SWOT analysis

can be summarized as set of strategic questions and potential future scenarios. Strategic

questions are generally “what-if” questions.

Figure 1: Marketing Planning Process

Customer Needs

Company Objective

Competitors

S

W

O

T

Political

Economical

Social

Technological

Segmentation &

Targeting

Differentiation &

Positioning

Product

Place

Price Promotion

3

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

SWOT Analysis for Colgate Sensitive

The vision for Colgate Palmolive in India is “to be innovative leader with its brands in every

home”.

Political Factor:

Politics has a huge influence on the regulation of business and spending power of consumers.

Following are the political factors that can act as an opportunity for the market growth of

Colgate Sensitive:

1. No excise duty for manufacturing plants in the excise-free zones

2. Indian Government focus on “inclusive growth” – to boost the rural economy

3. Tamilnadu government’s “Kalaignar Kapitu Thittam” will increase the life

expectancy of people living below poverty line.

4. Decrease in income tax for individuals, will help individuals spend more money on

FMCG products.

Following are the political factors that can act as threat for the market growth of Colgate

Sensitive:

1. Rising fuel price

2. 2% hike in excise duty

3. Hike in MAT (Minimum Alternative Tax)

4. Rising other input material costs

Economic Factor:

Following are the economic factors that can act as an opportunity for the market growth of

Colgate Sensitive:

1. Rising income of rural population

2. Decrease in interest rate

3. GDP growth

4. Demand supply

Following are the economic factors that can act as threat for the market growth of Colgate

Sensitive:

1. Recession

4

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Social Factor:

Following are the social factors that can act as an opportunity for the market growth of

Colgate Sensitive:

1. Increased life expectancy

2. Population suffering from bleeding gums

3. During pregnancy, women suffer from bleeding and sensitive gums

4. Retail stores reaching rural areas

5. Life style changes in rural areas

Following are the social factors that can act as threat for the market growth of Colgate

Sensitive:

1. Eating of junk and unhealthy food by youths might reduce their life span.

Technological Factor:

Following are the technological factors that can act as threat for the market growth of Colgate

Sensitive:

1. Tablets and medicines for sensitive gums

2. Chewing sugarless gums

Positive Factor Negative Factors

Inte

rnal

Fac

tors

Strength

Strong brand name in oral care Good distribution network

Unique product – for people having sensitive gums Dental care assurance

Dentists/Doctors endorsed Small size

100% Vegetarian Available in liquid form

Weakness

Children below 12 years can use only on doctor’s recommendation

Not a natural product Costly compared to other toothpastes

Exte

rnal

Fac

tors

Opportunities

Untapped rural market Aging population

Kids with bleeding gums Patients suffering from bleeding gums

During pregnancy, women suffer from bleeding and sensitive gums

Threats

Not approved by Indian Dental Association (IMA)

Target for competition, domestic brand and international brand

Not available in all grocery stores

Table 1: SWOT Analysis for Colgate Sensitive toothpaste

5

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Marketing mix analysis

Marketing mix consists of set of controllable elements, which the companies can blend to

produce desired response from the target market. While creating the marketing mix for a

product, all the elements and their relationship with other elements should be considered.

Analytic Network Process (ANP) is used for analysis an element and its relationship with

other element.

Formulation of marketing mix involves, analysis of the following controllable elements,

a. Product – Analysis should be performed on variety, quality, features, brand name,

packaging, size, warranties.

b. Price – The price should be correlated with the product position in the market.

Various pricing strategy can be followed to determine the product price.

c. Place – Placement analysis require companies distribution channel.

d. Promotion – Identify the communication objective the company is aiming.

Figure 2: Marketing mix strategy

Product Price

Promotion

Place

Target market

6

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Formulation of marketing mix for Colgate Sensitive toothpaste

a. Product

Colgate sensitive has 3 wide product lines, gel toothpaste, mouth wash and tooth

brush. Colgate sensitive brand was introduced to address the sensitive gum problem.

The product is available in 3 sizes – 50g gel toothpaste, 100g gel toothpaste, 100ml

mouth wash. The product is targeted for adults suffering from sensitive gums. The

benefit of this product is – relief from sensitive gum within 2 weeks.

b. Price

Colgate sensitive is a unique product and does not have competition. The price should

be determined based on the demand. Colgate sensitive is priced high when compared

to the ordinary toothpaste available in the market.

c. Place

Existing distribution network is used for distributing the product. Distribution

network includes – Retail outlets, grocery shops, medical stores, Malls, etc..

Distribution network should be expanded to cover the rural areas.

d. Promotion

Product launch of Colgate sensitive in Indian market and press release for the new

product launch. Free sample distribution of the new product and press release for the

free sample distribution.

Dedicated home page for Colgate sensitive, providing more information on the

product like its features, benefits, availability etc…

Advertisements in print media, Television, internet and in clubs where elderly people

get-together.

Awareness campaign like - direct mailers can be sent to all old aged people regarding

the sensitive gum, email campaigns to adults who take care of elderly parents.

7

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Marketing

Mix

Marketing

Mix Elements

Observations

Product

Variety Gel

Mouth wash

Quality Build a protective shield around the teeth Fast relief from sudden shocks of pain Long term sensitivity protection

Fresh breath Whiter teeth

Design Silica

Sorbitol Glycerin Potassium Nitrate

Terasodium Pyrophosphate Copolmer

SodiumLaurylSulfate Sodium Carboxymethyl Cellulose Sodium Saccharin,Xanthan Gum

Features Fast sensitivity Proven protection against cavities Fight plagues

Help maintain the natural whiteness of teeth Freshens breath Fights pain due to sweet/sour/hot/cold foods by desensitizing

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

Brand Name Protection to sensitive gums

Packaging Tube and plastic bottle

Size 50g, 100g, 100ml (mouth wash)

Warranties 24 months

Price

List Price 50g – Rs: 35 100g – Rs: 60

100ml – Rs: 40 (mouth wash)

Promotion

Sales Promotion

Free samples http://www.colgatepromotions.co.in/colgate_sensitive/colgate_se

nsitive_sampling.php

Advertisement Website, in medical stores, TV http://www.colgate.co.in/app/ColgateSensitiveNew/IN/HomePag

e.cvsp http://www.colgate.co.in/app/ColgateSensitiveNew/IN/Colgate-Sensitive-Toothpaste.cvsp

Sales Force Retail, malls, grocery shops, medical stores

8

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Public Relation Direct

Marketing

Press release on new product launch http://www.colgate.co.in/app/Colgate/IN/Corp/PressRoom/Product.cvsp?newsArticle=News_040209

PR on free sample distribution

http://www.dealpals.com/get- free-sample-colgate-sensitive-toothpaste http://www.offersgalore.net/2009/03/get-free-sample-of-colgate-

sensitive.html

Place

Channel Use existing distribution channel

Coverage Inclusive distribution

Location Urban, sub-urban, rural

Table 2: Marketing mix for Colgate Sensitive toothpaste

Conclusion:

SWOT analysis is done in order to scrutinize and build organizations strength in order to

overcome its weakness, grab the available and upcoming opportunities and cope with the

threats whereas marketing mix is done for the product positioning. Now from SWOT analysis

we can identify the internal capabilities of an organization and as well as the external factors

based on which we can formulate the marketing mix strategy which results in increase in

market share and profitability of the organization. SWOT analysis gives a clear vision for

implementing strategies in a question form like:

What are the strengths of your product?

What makes it better than other product?

Are these strengths sufficiently exploited and defended?

What are the weaknesses of the product and what makes it inferior than other products

and how to overcome with this?

If resources are appropriately placed what other external factors are there that can be

embraced?

What possible external factors is there that could reduce your market share?

So keeping all these things in mind, marketing analyst develops the business strategy which

we term as a marketing mix. So we can say that SWOT analysis is probably the first step in

putting together a marketing plan or business plan for your product or business. It helps to

identify, classify and prioritize the issues clearly so that we can formulate the strategy

accordingly. So what we can view is that to increase profitability and market share there must

be proper marketing mix strategy and for that we must depend on SWOT analysis.

9

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage

Bibliography

1. Philip Kotler, Marketing Management, 11th Edition

2. Tony Procter, Strategic Marketing – An Introduction

3. Roger A Kerin, Steven W Hartley, Eric N Berkowitz and William Rudelins,

Marketing – Eigth Edition

4. Vithala R Rao, Joel H Steckel, Analysis for Strategic Marketing

5. http://www.indiaprwire.com/pressrelease/food/2010022744524.pdf (Apr 02, 2010)

6. http://www.ibef.org/download/indianbazaar_jan19.pdf (Apr 02, 2010)

7. http://www.naukrihub.com/india/fmcg/ (Apr 02, 2010)

8. http://www.naukrihub.com/india/fmcg/scope/ (Apr 02, 2010)

9. http://www.expressindia.com/latest-news/FMCG-industry-eyes-15-growth-this-

yr/562232/ (Apr 02, 2010)

10. http://www.expressindia.com/latest-news/FMCG-industry-eyes-15-growth-this-

yr/562232/ (Apr 02, 2010)

11. http://www.ibef.org/download/FMCG_sectoral.pdf (Apr 03, 2010)

12. http://www.creativedecisions.net/~rozann/0Proceedings/Final_Papers/74_Sadic_Mark

etingMixWithANP_REV_FIN.pdf (Apr 04, 2010)

10

Global warming is defined as the increase in the average temperature of earth surface. The major

reason for global warming is Pollution, (i.e) emission of carbon di oxide. Power plants which uses fossil fuel

to generate electricity, emits maximum carbon di oxide to the atmosphere. Automobiles using fossil fuel

pollute the atmosphere by emitting harmful gases like carbon di oxide, nitrous oxide. Other reasons for

pollution include, burning of oil during winter, deforestation and transportation industry (airways, railways

and roadways).

Effects of Global Warming:

Increase in earth surface temperature has impact on the following systems and the consequences have

chain reaction impact on its subsequent systems.

Glaciers

Weather

Weather

Business

Glaciers – Rise in temperature causes the glaciers to melt, resulting in increase in sea level. Increase in sea

level leads to flooding of land.

Mixing of pure water from melting glaciers with salty sea water alters the gulf-stream pattern which regulates

temperature.

Melting of glaciers alters the balance of eco system in the polar region which includes – animals, plants.

Weather – Rise in temperature causes delay in monsoon, short/prolonged season like – winter, summer, rainy.

Delay in monsoon affects agricultural sector.

Because of increase in sea level, some areas in the earth will be flooded and other part of the earth might

experience heat wave.

Mankind – Shortage of food, because of Weather change, leads to malnutrition and death in humans. Shortage