A STUDY ON COLGATE TRADE DIMENSION CENSUS

AREA WISE IN KOLKATA

Reported Submitted by

Name: Sunny Singh

Roll No: VU/MBA - II S

Institute: Bengal Institute of Business Studies

Registration No: 00468 of 2017 - 2018

Company Name: Nielsen India (P) Limited

Industry Mentor: Ms. Anindita Bose

This Project is Submitted For the Partial Fulfilment Of Masters Of Business Administration
From Vidyasagar University
 PREFACE

Summer training is the most vital part of MBA course, both as a link between theory and actual
industrial practices as well as an opportunity for hands on experience in a corporate
environment.

The project report attempts to bring under one cover the entire hard work and dedication put in
by me in the completion of the project work on “Colgate Trade Dimension Senses Area Wise
in Kolkata”. I consider myself fortunate to receive the training in such an esteemed organisation
and opportunity could not have been utilized without the guidance and support of many
individuals who although held varied positions, but were equally cooperative for the
completion of my training. The survey was conducted successfully and its findings have been
studied, analysed in details to draw out conclusions at the end.

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 ACKNOWLEGEMENT

I am highly grateful to “Nielsen India Pvt. Ltd.” for providing me the opportunity to complete
my Summer Internship Training with them.

I express my whole hearted thanks to my mentor Mr Ashim Das (department manager) for
his engagement and support and constant guidance in organizing my work and giving me
valuable inputs in my learning.

I will be failing in my duty, if I do not mention the name of Mentor Mr. V Vishwanath for the
help she has extended in my Research Project.

Lastly, I am thankful to friends and families for providing me with great support in my entire
endeavour.

Sunny Singh

Master of Business Administration

Bengal Institute of business Studies

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 DECLARATION

This is to certify the completion of the project on “Colgate Trade Dimension Senses Area
Wise in Kolkata”, submitted in semester II of Master of Business Administration in Bengal
Institute Business Studies By –

Sunny Singh

This is his original work carried out during the period 25th April 2017 to 15th June 2017
under my guidance and the project report is based on the research done by him.

Mr. V Vishwanath

Date:

Place:

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 TABLE OF CONTENT

1. PREFACE
2. ORIGINAL CIRTIFICAT

3. ACKNOWLEDGEMENT

4. DECLERATION

5. TABLE OF CONTENT

6. EXECUTIVE SUMMARY OF THE PROJECT

7. INTRODUCTION

8. COMPANY PROFILE

9. OVER VIEW OF THE INDUSTRY

10. OBJECTIVE OF THE PROJECT

11. RESEARCH METHODOLOGY

12. DATA ANALYSIS

13. OBSERVATION AND FINDING

14. CONCLUSION AND RECOMMENDATION

15. BIBLIOGRAPHY

16. APPENDIX (QUESTIONNAIRE)

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 EXECUTIVE SUMMARY

As a student of MBA, it is a part of study for everyone to summer project at some good Institute
or organisation. so for the purpose I have done Summer Internship at Nielsen India Private
Limited.

The present business scenario is totally customer oriented. Each company faces stiff
competition from competitors, each provide the best services at competitive rates. As a result,
customer has a lot of choice to get the best at the lest cost. To face this competition, it is very
important to know customer’s behaviour towards different products and services.

The present aim at examine the “COLGATE TRADE DIMENSION CENSUS AREA WISE
IN KOLKATA”. The importance of the study is emphasized by the fact the customer
“Satisfaction label of trader, to see the trade dimension how Colgate goes into the market and
the availability in store’s”. It is the key to generate the high customer and Trader loyalty.

To measure the satisfaction level, survey was conducted some area wise in Kolkata. The
information is collected with the help of questionnaire through personal interview and study is
revealed that the most of the customer and trader are satisfied with the Trade Dimension of
Colgate.

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 INTRODUCTION

Whether you're eyeing markets in the next town or across continents, we understand the
importance of knowing what consumers watch and buy. That's our passion and the very heart
of our business.

We study consumers in more than 100 countries to give you the most complete view of trends
and habits worldwide. And we're constantly evolving, not only in terms of where we
measure, or who we measure, but in how our insights can help you drive profitable growth.

Whether your business is a multinational enterprise or a single storefront, we believe

innovation is the key to success, in both what you create and how you market your products
and ideas. That's why we continue to develop better solutions to help you meet the needs of
today's consumers, and find out where they're headed next.

So let's put our heads together. We'll bring our insight to your business and help you grow.

 The Nielsen is biggest market research company in the world.

 Founded by Arthur Charles in 1923.
 Nielsen’s operations span more than 100 countries. Headquarter in New York, United
States. More than 9,000 clients in more than 100 countries
 Nielsen research provide solution to all problems to individual client requirement.
 Employees approximately 44,000 people worldwide (2015).
 Total revenues were $6.2 billion in 2015.

7
 COMPANY HISTORY

The Nielsen Corporation, self-referentially known as The Nielsen Company, and formerly
known as ACNielsen or AC Nielsen, is a global marketing research
firm, with worldwide headquarters in New York City, United States.
Regional headquarters for North America are located in
the Chicago suburb of Schaumburg, Illinois. As of May 2010, it is
part of Nielsen Holdings.
This company was founded in 1923 in Chicago by Arthur C. Nielsen Sr. in order to give
marketers reliable and objective information on the impact of marketing and sales programs.
ACNielsen began expanding internationally in 1939, and now operates in more than 100
Countries.
ACNielsen Corporation is the global leader in consumer research, offering comprehensive
information that tracks sales, volume, shares, trends, pricing, promotions, distribution, and
inventory levels for corporate clients in a variety of industries worldwide. The company was
originally founded in 1923. In 1996, while under the ownership of The Dun & Bradstreet
Corporation, the research firm was split off into two separate entities: ACNielsen and Nielsen
Media Research. However, in December 2000 Netherlands-based VNU N.V. announced that
it would be acquiring ACNielsen and reuniting it with Nielsen Media, which the information
powerhouse had purchased the previous year.

The Growth of the Market Research Industry: 1920-60

The company's origins date back to 1923, when an engineer by the name of Arthur C.
Nielsen borrowed $45,000 to start a business running quality tests and offering buying
suggestions on conveyor belts, turbine generators, and other machine-related parts. After that
business was nearly bowled over by the Depression, Nielsen shifted to measuring consumer
sales. In 1933, Nielsen introduced measurements for drugstore and retail store sales. A year
later, similar measurements were introduced for grocery and department store sales. By going
beyond conventional consumer questionnaires and having auditors actually survey store
shelves and accounting books to determine sales patterns, Nielsen helped pioneer key market
research tools--including the concept of market share in 1935.

8
While he was shaping the discipline of marketing research, Nielsen faced the difficult task of
drumming up demand for his services. The labour required to gather and tabulate useful data
was expensive, and many businesses were sceptical about paying top dollar for data that they
thought they could gather almost as effectively themselves. 'For years my father would go
around and try and explain that his work was worth something. He'd quote the price. And he
couldn't get any takers,' Arthur C. Nielsen, Jr., told Barry Stavro of Forbes in 1984. Nielsen
recalled that his father's attempts to sell his services to Kellogg Co. were rebuffed on the
grounds that the cereal giant already had its own, cheaper alternative: 'a guy stationed outside
the gates trying to see how many carloads General Foods shipped out.'

Though sales did not always come easily to the budding leader in marketing research, A.C.
Nielsen Company enjoyed continued growth into the 1950s. That decade saw the emergence
of new industries in mass media through radio and television&mdasheas that called for new
forms of marketing measurement that Nielsen was equipped to provide. Indeed, as early as
1942, Nielsen began measurement of radio audiences on a national scale. In radio's heyday
following World War II, determining radio ratings was a labour-intensive endeavour: listeners
would send cards to advertisers, who would actually weigh the mailbags to determine which
shows were most popular. Improving upon this technique, Nielsen attached meters to radios in
sample households and, eventually, installed cameras that took pictures of the meter readings.
The heads of the households then mailed the pictures in to the rating company on a regular
basis. In the 1950s, the advent of television and the need for ever-quicker rating techniques
spurred the development of meter readers that Nielsen attached to telephone lines for
'overnight' TV ratings. This method saved time over past techniques, but costs were extremely
high. Still, the relatively young company persisted, driven by the belief that the TV market
would grow and communications technology along with it & mdash-ough to compensate for
the high costs of tracking market trends.

Nielsen's projections were right on the mark, and the rapid growth of television worked to the
overwhelming advantage of the marketing research company. By the mid-1980s, more than
$19 billion was spent on national TV advertising; Nielsen metered more than 5,500 homes and
generated approximately $100 million in revenue from that business segment alone.
Encouraged by the continued success of its media rating service, the company established a
separate division to manage it. Nielsen Media Research provided television advertisers,
advertising agencies, syndicates, cable operators, networks, and stations with TV-rating

9
information to increase the effectiveness of television advertising and programming into the
21st century.

A.C. Nielsen, Sr.'s efforts gained momentum in 1945 when his son, A.C. Nielsen, Jr., joined
the firm, bringing new energy and ideas. The time-consuming tasks of sorting through data
cards and doing calculations on slide rules prompted the younger Nielsen to consider emerging
computer technology as a way to reduce the time and costs involved in managing the data so
crucial to their business. In 1952, the company acquired one of the first computers
manufactured by IBM. Although it was unwieldy in size and function compared to later
models, it nonetheless marked a milestone in efficiency. Nielsen, Jr., also helped implement a
training program that allowed the company to disseminate its expertise in cutting-edge
marketing research tools to its growing employee base.

New Research Technologies: 1960s to Early 1980s

Such technological and administrative advances helped position A.C. Nielsen Company for
decades of growth and diversification. From the 1960s through the early 1980s, the company
developed new information-management systems and attracted a broader client base. In 1963,
Nielsen introduced measurement of sales at mass merchandisers, providing a bulk of consumer-
related information that would have been virtually unmanageable just a decade earlier. Three
years later, a system of warehouse withdrawal reporting was introduced. In addition, the
company established a coupon clearinghouse segment that would top $91 million in volume
by the mid-1980s, with no sign of slowing down.

A momentous advancement for Nielsen was the development of scanning technology, which
allowed the company to collect accurate and instantaneous data on consumer purchases as they
occurred. Scanning of universal product codes at retail stores was introduced in 1977. By 1979,
Nielsen offered local SCANTRACK service, which gave clients proprietary means of tracking
specific market trends and producing custom reports to develop better marketing and
distribution plans. A year later, such services were available on the national level. Scanning
technology and data processing software continued to improve, and by the mid-1990s Nielsen
considered retail scanning information 'the nerve center of the changes now underway,'
according to the company's promotional literature. 'Not only do scanning databases bring a
speed and precision never previously possible, they also provide the foundation for a range of
diagnostic and analytical applications which can help clients find and implement solutions that
grow their revenues and minimize the cost of delivering their products to their consumers.' In

10
1993, Nielsen became the first in the industry to offer scanning-based information from
warehouse clubs with the introduction of the Nielsen Warehouse Club Service.

Corporate Restructuring, Rapid Growth in the 1980s

Nielsen's unparalleled status as a marketing research leader drew the attention of The Dun &
Bradstreet Corporation, and Arthur C. Nielsen, Jr., sold A.C. Nielsen Company to the financial
data giant for $1.3 billion in stock, a remarkable 26 times earnings, in May 1984. In fact, the
two companies had been considering such a merger for over 15 years, as Nielsen, Jr., and
Harrington Drake, chairman and CEO of Dun & Bradstreet, told the New York Times. 'We both
have the ability to collect a lot of data and deliver it efficiently to clients,' Nielsen, Jr.,
explained. 'I'm sure Nielsen will take advantage of our technology as well as our data bases,'
Drake added.

With the backing of its powerful parent, Nielsen continued to grow rapidly, entering several
alliances and introducing new products in the late 1980s. In June 1987, Nielsen Marketing
Research and The NPD Group signed a contract to establish electronic household panel
services through a joint venture, NPD/Nielsen Inc. The venture had three main objectives: to
measure all marketing stimuli received by sample households, including TV commercials and
product purchases; to measure consumer response to promotions at the local market level; and
to provide profiles by product category and brand by integrating facts from store, retail-
promotion, TV-commercial, coupon distribution, and household databases. The scope of the
project was enormous, offering detail and complexity unprecedented in the marketing research
industry. By 1991--just three years after its inception--the National Electronic Household Panel
announced coverage of 40,000 homes.

Nielsen also formed other key alliances. In August 1987, Dun & Bradstreet acquired
Information Resources Inc. (IRI), bringing the market research 'wonderkid' together with its
rival, Nielsen. IRI's flagship product, BehaviorScan, provided a highly effective method for
analysing the effectiveness of TV commercials. Under the auspices of the same parent, IRI and
Nielsen were freed from the 'upward battle' of head-on competition and were better positioned
to focus on new product development, according to David Snyder in Crain's Chicago
Business. A similar collaboration of formerly competitive forces occurred in 1988, when
Nielsen acquired Logistics Data Systems, the market leader whose software product,
SPACEMAN, helped retailers profitably manage shelf space and display areas.

11
Market Research in the Information Age

Capitalizing on new developments in networking, information modelling, and forecasting,

Nielsen was able to introduce a wave of new products in the early 1990s. The company's
decision-support and software services enabled customers to retrieve data and analyse
information via terminals and personal computers installed in their offices. Such information
was accessible in a number of ways, including online connection to mainframes or permanent
downloading of information into customers' in-house information systems. In 1990 alone, new
product introductions included: a national Convenience Store Service representing all major
U.S. chains, the SCANTRACK Food/Drug Combo Retail Outlet Service, representing all
major U.S. chains, the Discount Drug Service for health and beauty aids (HBA) customers;
WealthWise, a modelling tool for consumer-oriented financial services firms; and ScorePlus,
which provided demographic and product-use data applicable to specific trading areas.

New product introductions kept pace with rapid growth in demand, as ever more powerful
computer processing systems were made available to Nielsen's customer base. In 1991, the
company introduced Spotlight, a system that enabled users to locate and account for volume
and share changes for given brands. That system would win an award for outstanding artificial
intelligence application from the American Association for Artificial Intelligence in 1992.
Other products introduced that year included: Nielsen Sales Advisor, SCANTRACK Category
Manager, and ScanQuick. In addition, PROCISION provided a single source for tracking all
components of HBA marketing, and the Nielsen Workstation provided Windows-based
support for marketers. In 1993, the company introduced Nielsen Opportunity Explorer to help
marketing and sales professionals understand category dynamics and pinpoint sales
opportunities. Along with Nielsen Promotion Simulator, that product placed first in the
software applications category at the Information Industry Association's Product Achievement
Awards in 1993.

Responding to overwhelming demand for its efficiency-related solutions in the consumer

packaged goods industry, in 1993 Nielsen created a separate division for Efficient Consumer
Response (ECR) and began forging ties within the industry to enhance its capabilities. The key
objectives of ECR were to streamline distribution and sales processes, eliminate waste, and
deliver product to consumers faster and at a lower cost. One example was the 1993
implementation of a Micro-Marketing system--Nielsen's Eagle Eye & mdasho help the
Anheuser-Busch Company work with its retailers to organize space plans, marketing, and

12
distribution for maximum sales. One retail chain that implemented the system saw an annual
potential increase in beer category sales of $3.2 million, according to Nielsen literature.

In a joint effort aimed at ECR implementation around the globe, the company worked together
with suppliers and distributors to form the Nielsen Solution Partners program in 1994. The
program was designed to align the 'best practices' of industry leaders, such as NON-STOP
Logistics, a state-of-the-art cross-docking network focused on reducing warehouse inventory
and speeding the delivery process from plants to stores. Heading into the 21st century, one of
Nielsen's key objectives was to strengthen that partnership and thereby contribute innovative
solutions to ECR in general.

Nielsen also continued to increase its global presence. Indeed, the company's international
reach grew steadily after its first overseas office was opened in England in 1939. By 1991, the
company had opened an office in its 28th country, Hungary. In 1993, the company was looking
into a subsidiary office in Israel. In April 1994, Nielsen expanded into South Africa through a
partnership with Integrated Business Information Services (IBIS), the premier market research
company in that country. Serge Olun, President and CEO of A.C. Nielsen, told Business
Wire in 1994 that "Nielsen is moving aggressively today to negotiate further partnerships in
South America, Africa, Eastern Europe, the Middle East and elsewhere." He cited plans to
increase the company's coverage to 70 countries worldwide by 1995. In April 1995, the
company made significant progress toward achieving that goal when it extended its global
coverage to six countries in Central America: Costa Rica, Guatemala, Honduras, Nicaragua, El
Salvador, and Panama. Since its origin as a strictly American concern in the 1920s, Nielsen
branched out until 70 percent of its business came from outside the United States in the 1990s.

By the mid~1990s, Nielsen had asserted its dominance in the marketing information industry
by successfully consolidating or winning back 26 consumer packaged goods clients, such as
Dole Foods, Tambrands, Johnson Johnson, Bristol Myers Squibb, and Clairol. It also remained
king of the hill in media rating services--especially since its main TV-rating competitor, The
Arbitron Company, stopped providing local TV ratings at the end of 1993. Nielsen, a company
that started as a rating service for conveyor belts, became a global success story by gathering
information from an ever-increasing variety of sources and turning it into valuable products.

Corporate Spinoff Trends in the Late 1990s

Unfortunately, intense competition and prolonged pricing wars with market research rivals
like Information Resources, Inc. (IRI), particularly in the supermarket scanner information

13
sector, began to have a significantly negative impact on A.C. Nielsen's earnings by the
mid~1990s. In January 1996 Dun Bradstreet, intent on unloading its less profitable divisions,
announced a plan to split into three separate public companies: Dun Bradstreet; Cognizant,
which was to be comprised of Dun Bradstreet's three fastest growing units, including Nielsen
Media Research; and ACNielsen Corporation. The demerger, which was completed by
November of that year, left the struggling ACNielsen to fend for itself.

However, the company's new chairman and CEO, Nicholas L. Trivisonno, was determined to
turn things around. Promising to reinvigorate Nielsen's focus on customer service and to
streamline company operations, Trivisonno was able to restore the company to profitability
almost immediately. Increased efficiency and improved services in Nielsen's U.S. and
European operations resulted in a strong fourth quarter for fiscal 1996, and by April 1998 the
company was enjoying a profitable first quarter for the first time in five years.

A series of strategic acquisitions further strengthened the newly independent company's

position. In 1997 Nielsen merged with Entertainment Data, Inc. to form ACNielsen EDI, a new
division dedicated to providing up-to-the-minute box office returns to the motion picture
industry. In 1998 the company acquired The BASES Group, an international provider
of simulated test marketing services and proprietary products, to create ACNielsen BASES,
and the following year it purchased Media Monitoring Services Ltd.,

The company also emphasized global expansion in the latter half of the 1990s. In 1999 it
launched ACNielsen Media International, with the aim of consolidating the company's diverse
broadcast and print capabilities worldwide. In September 1998 the company increased its
ownership in AMER Nielsen Research to 100 percent, in order to strengthen its hold on
consumer data markets in Eastern Europe, the former Soviet Union, Sub-Sahara Africa, and
India; in the same month the company also acquired a 49 percent stake in AMER World
Research Ltd. which charted consumer trends in the Middle East and North Africa--with an
option to purchase the remaining 51 percent by 2003.

Adapting to the rapid proliferation of new technologies in the late 1990s was a crucial process
for any company devoted to studying audience information, and the challenges created by e-
commerce and interactive media largely dictated the direction of Nielsen's international growth
during this time. In 1999 the company entered into a joint partnership with NetRatings to form
ACNielsen eRatings.com, the world's first global Internet data measurement service. By July

14
2000, the new division had expanded its client base to 520 worldwide, solidifying its position
as the leading provider of consumer e-commerce information in the world.

This continued financial success and rapid growth sparked the interest of Dutch media and
marketing giant VNU, and in December 2000 a merger agreement was announced, making
ACNielsen a wholly owned subsidiary once again. The deal reunited the company with Nielsen
Media Research, which VNU had acquired the previous year. Working together, the two
market research leaders clearly enjoyed a competitive advantage as they moved forward into
the information age.

 1923: Arthur Charles Nielsen, Sr., founds the A.C. Nielsen Company.
 1935: A.C. Nielsen creates 'market share' concept.
 1939: A.C. Nielsen opens office in United Kingdom.
 1984: A.C. Nielsen is acquired by Dun & Bradstreet.
 1987: Nielsen Media Research enters into joint venture with NPD Group, forming
NPD/Nielsen Inc.
 1988: NPD/Nielsen Inc. launches National Electronic Household Panel.
 1996: Dun & Bradstreet spins off A.C. Nielsen Company; ACNielsen Corporation is
formed.
 1999: ACNielsen Media International is launched.
 2000: VNU announces plans to acquire ACNielsen Corporation.
 2002: Launch of European Operations Facility
 2003: Nielsen Global Technology and Information Center opens in Florida
 2005: In the U.S., Nielsen introduces the active/passive meter to capture viewer
information in digital and analog viewing environments
 2006: David L. Calhoun becomes CEO of Nielsen
 2008: Nielsen Develops Reports That Detail Media Usage Across Screens - Television,
Internet and Mobile Devices - To Meet Broadcasters Expanding Needs
 2011: Online Campaign Ratings launches, setting a new standard in online ad
measurement
 2012: Nielsen becomes the first official market researcher for the Olympic Games
 2013: Nielsen acquires Arbitron and launches Nielsen Audio
 2014: Mitch Barns becomes Nielsen’s CEO
 2015: Nielsen named to the DiversityInc Top 50 Companies for Diversity for the
second consecutive year
15
 COMPANY PROFILE

With presence in 100+ countries, Nielsen's mission is to provide clients with the most complete
understanding of what consumers watch
and buy. The consumer's world is
changing at an unprecedented speed
where media and commerce are colliding.
We are focused on innovating to stay
ahead of evolving market trends, allowing
us to provide our clients with usable,
practical and meaningful tools that help
them make strategic business decisions
every day. Nielsen is uniquely positioned to drive performance management solutions for our
clients around the globe.

We align our business into two principal reporting segments, What Consumers Watch and
What Consumers Buy. Nielsen’s Buy segment provides consumer packaged goods
manufacturers and retailers with the most comprehensive view of the consumer through
information and insights. We are the global leader in retail measurement services, helping our
clients understand current performance and provide advanced analytical capabilities and
solutions that aid in managing and improving future performance. Clients look to Nielsen to
help navigate through the key trends and marketplace dynamics impacting their business. Our
measurement and analytics are embedded in the operating disciplines of our clients, helping
them to make smarter, quicker business decisions that drive results.

Nielsen’s Watch segment provides media and advertising clients audience measurement
services across all devices — television, radio, online, mobile — where content is consumed.
We are the global leader in both television and digital measurement, helping our clients
understand the reach of their content and advertising campaigns, as well as providing
effectiveness metrics that help optimize and validate their overall spending, and maximize the
value of their content. We continue to evolve our offerings with the changing digital media
landscape in areas like social media, as well as tablet and mobile measurement. Our
multiplatform measurement strategy brings together the best of TV and digital measurement to
ensure a more functional marketplace for the industry.
16
We have a unique perspective on how consumers engage with programming and advertising
across all media channels (mobile, online, TV, radio) and content types (video, audio, text),
and how it translates into what they purchase. This has allowed us to create Marketing
Effectiveness, which directly addresses “the three Rs” — Reach, Resonance, and Reaction. We
help our clients “Reach” the most desirable consumers; gauge the “Resonance” of their
messages; and quantify consumer “Reaction” in terms of sales impact. We are uniquely
positioned to link a wide range of marketing and media exposure directly to consumer buying
behaviour. We continue to invest in capabilities aimed at helping our clients improve the return
on their marketing investments. This enables them to optimize their marketing spend across
channels and maximize the impact of their creative work. Each year, we are able to deliver our
insights with greater speed and precision, enabling our clients to improve their marketing
programs and realize greater value.

Nielsen operates as an information and measurement company. The Company provides media
and marketing information, analytics, and manufacturer and retailer expertise about what and
where consumers buy, read, watch and listen. Its Buy segment offers data on retail
measurement services, such as market share and competitive sales volumes, insights into
distribution, pricing, merchandising and promotion. Nielsen's Watch segment presents
viewership and listening data, as well as analytics, primarily to the media and advertising
industries for television, radio, digital and mobile viewing, and listening platforms.

Nielsen (India) Private Limited measures and analyses consumer confidence internationally. It
offers retail and shopper marketing, brand and portfolio management, pricing and promotion
strategies, product innovation and renovation, and social media intelligence services. The
company also measures the shopping and media consumption of consumers; and viewership
data and analytics primarily for the media and advertising industries across television, online,
and mobile screens. In addition, it provides retail transactional measurement data, consumer
behaviour information, and strategic insights that influence its clients' key business decisions.
It serves media, consumer packaged goods, telecom, etc.

Broadcast Audience Research Council India has roped in Nielsen India as its primary digital
measurement partner. Nielsen will fuse its global experience with India-specific adaptations to
meet unique needs of the Indian market. The process of identifying a digital measurement
provider was kick-started with a Request for Information (RFI) sometime back, followed up
with a Request for Proposal (RFP) from interested companies last year. The first product –

17
Pulse will measure video ad campaigns to enable daily evaluation and optimization
opportunities on more impactful ROI metrics.

This company was founded in 1923 in Chicago by Arthur C. Nielsen Sr. in order to give
marketers reliable and objective information on the impact of marketing and sales programs.
ACNielsen began expanding internationally in 1939, and now operates in more than 100
Countries.

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that
provides a comprehensive understanding of what consumers Watch and Buy. Nielsen, an
S&P 500 company, has operations in over 100 countries that cover more than 90% of the
world’s population.

18
 THINGS THEY DO

 RISK MANAGEMENT: Nielsen provides clients with a comprehensive understanding of

what consumer’s watch, what consumers buy and how those choices intersect. We believe
our global presence, diverse portfolio of services and robust internal risk and control
processes promote a sustainable business model. But like all companies, we are not exempt
from certain risks that could materially and adversely affect our business, financial
condition or results of our operations.
 DIVERSITY AT NIELSEN: We recognize the importance of Diversity & Inclusion for
our growth, strength and ability to innovate. At Nielsen, this means embracing and valuing
the ideas of people with diverse skills, talents, experiences and cultural backgrounds to
provide our clients with the information they need to succeed.
 MARKET INSIGHTS: In addition to Nielsen’s relentless focus on Diversity & Inclusion
among our associates and suppliers, Nielsen also issues a unique industry-wide Diverse
Intelligence Series of insights to help marketers take a closer look at today’s multicultural
population, featuring actionable in-depth insights into the lifestyle, media and purchase
behaviours of African-American, Asian and Hispanic consumers in the U.S. today.
 ACCOUNTABILITY AND MEASUREMENT: We utilize trend analysis of
representation, movement, recruitment, retention and spend to hold us accountable for our
diversity commitments to celebrate our progress, share best practices across the company
and measure our inclusion.
 CLIENT SOLUTIONS: Nielsen’s Multicultural Center of Excellence works with client
service teams to market to the multicultural consumer and partners with clients to identify
new products and services that will appeal to these consumers.
 MULTICULTURAL COMMUNITY OUTREACH: In 2015, Nielsen’s outreach
through our U.S.-based Strategic Community Alliances and Consumer Engagement team
included advertising campaigns, event sponsorships and memberships in dozens of
organizations. Our multicultural outreach philanthropic priorities include organizations
with a focus on STEM (Science, Technology, Engineering and Math) education, diversity
& inclusion and civic/social justice.
 DATA: Transform raw data into strategic insights and made recommendations to the
clients.

19
 SALES AND MARKETING ISSUE: Analyse and advise about complex sales and
marketing issues for winning business decisions.
 EMPLOYEE RECRUITMENT, RETENTION AND ENGAGEMENT: A diverse
workforce operating in an inclusive environment is a powerful driver of our ability to
innovate and grow. Diversity of backgrounds and perspectives helps us better understand
and represent the markets that we serve. An inclusive environment allows those talents to
develop and be expressed to their fullest. Nielsen proactively recruits employees in
multicultural communities, including our support of high-potential high school and college
students who start their careers with us through relationships with organizations like the
Posse Foundation and the Emma Bowen Foundation.
 MEASURES: Nielsen measures, media and consumer behaviour across industries and
around the world.

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 THE SIENCE BEHIND WHAT NEXT

Consumerization

Consumer needs are fragmenting and competition to engage them is steep. To win, you need to
up your game to meet their needs and connect with them—individually. One-to-one interactions
are what matter today, but traditional segmentation models can’t deliver your programs to the
specific consumers you want to reach.

Consumerization helps solve these problems. this new technique broadens segmentation and
offers a new level of precision so you can reach deeper and boost consumer engagement across
your entire business. We help you identify and build a custom view of your most profitable
consumers so we can then help you innovate, communicate and activate with those consumers
in mind.

Innovation

Succeeding in today’s market requires more than just keeping pace with what everyone else is
doing. Competition is fierce and new products are a dime a dozen. But great innovators make
it look easy, almost magical. Behind that magic, however, is immense time, discipline, and
analytics. That’s where we come in.

Our end to end innovation process is backed by 30 years of experience developing, optimizing
and validating product campaigns. Our innovation approach identifies what consumers say they
need as well as the needs they haven’t articulated yet. That’s where breakthrough opportunities
those with true potential to achieve sustainable growth for your business reside.

Marketing Effectiveness

Effective marketing is about delivering your message to the right people, shaping their
preferences and, ultimately, driving sales. We call this reach, resonance and reaction the thre e
Rs of marketing effectiveness.

Our marketing effectiveness measurement systems are unparalleled in their scope and level of
integration. We can help you measure how well you’re accomplishing your advertising goals
across video-, audio- and text-based advertising on virtually any platform or device. From
network television to streaming audio on a smart phone to social media on a tablet, we’ve got
you covered whether you’re buying or selling advertising.

Sales Effectiveness

21
Understanding today’s consumer is no easy feat, and with store-level as well as shopper insights
in all of the markets you operate in, your customers’ behaviour’s and preferences will always
be top of mind.

Effective shopper marketing relies on understanding shoppers to influence their pu rchase

decisions and drive growth. So with our insights, your activation will always be shopper -
friendly. Our deep knowledge of consumer shopper behaviour helps you understand the why
behind the buy so that you can enhance your marketing approach at retail .

Driving performance is also about understanding the levers that influence purchase decisions
and ultimately guiding your price and trade promotion strategies. We have end -to-end solution
that helps you measure each of these in-store variables and their impact on your sales volume.

22
 CONSUMER CONFIDENCE TREND TRACKER

We measure the consumer. It is a straightforward but very important statement. We don’t

measure just one screen or one form of product distribution. We provide data and
independent measurement of consumers everywhere they go, across the places and ways
they consume.

That job is becoming increasingly complicated. Consumer behaviour is changing rapidly as

a result of the proliferation of new devices and digital technology. Consumers now access
information not only through traditional media like television, but also online via
smartphones and tablets, as well as purchase goods through e-commerce channels. In fact,
as of 2015, nearly 3 billion people are currently online that’s 40% of the world’s population.
And 71% of global consumers own a smart phone. Consumer choice is driving how content
is viewed and goods are purchased and it is fundamentally changing the business of TV,
retail, advertising and measurement.

MONITORING THE PULSE OF THE WORLD'S CONSUMERS

23
 NIELSEN GLOBAL CLIENTS

24
 NIELSEN COMPETTITORS

 IRi

IRI provides integrated big data, predictive analytics and

forward-looking insights, all on a single leading technology
platform, IRI Liquid data to help CPG, over the counter health
care, retail and media companies personalize their marketing and grow their businesses.

 KANTAR MEDIA

Kantar is home to some of the world's leading research, data and

insights brands. Individually, brands such as Kantar Millward
Brown, Kantar TNS, Kantar Media and Kantar Worldpanel are
famous and highly respected experts in their fields.

 IRI CONSULTING

IRI Consultants, founded in 1979, helps organizations

improve employee job satisfaction, enhance workplace
productivity and implement effective communication
strategies. Through three areas of focus and expertise Labor Relations, Organizational
Development and Communications.

 GfK
Our world is changing fast. Consumers, users, and buyers are calling
the shots. New things become possible every second. And more
complicated, too. Our clients are businesses around the globe. To make
the best possible decisions every day, they need to really know what is
going on, now and in the future.
 Ipsos
At Ipsos we are passionately curious about people, markets, brands
and society. We deliver information and analysis that makes our
complex world easier and faster to navigate and inspires our clients to
make smarter decisions. We believe that our work is important.
Security, Simplicity, Speed and Substance applies to everything we do.

25
  ComScore
comScore is an American media measurement
and analytics company providing marketing data and
analytics to enterprises, media and advertising agencies, and publishers. ComScore
Networks was founded in July 1999 in Reston, Virginia.
 McKinsey & Company

McKinsey publishes the McKinsey Quarterly since 1964,

funds the McKinsey Global Institute research organization,
publishes reports on management topics, and has authored
many influential books on management. McKinsey&Company is an American
worldwide management consulting firm. It conducts qualitative and quantitative analysis
to evaluate management decisions across the public and private sectors.

 RENTRAK CORPORATION

Rentrak Corporation is a global media measurement

and research company serving the entertainment
industry. Rentrak is headquartered in Portland, Oregon, United States, with additional
offices in the United States and around the world. Rentrak has developed metrics to be used
as database currencies for the evaluation and selling of entertainment content across many
platforms including box office, multi-screen television, and home video.

 RETAIL VELOCITY (Vendor Managed Technologies, Inc.)

In 1994, when two veteran entrepreneurs met over

Thanksgiving weekend in Ann Arbor, Michigan, to
discuss the creation of a retailer POS data platform to
help CPG suppliers identify valuable business insights
and develop real-world business solutions, they knew exactly what challenges the supply
industry was facing – because they were suppliers themselves.

26
 SWOT ANALYSIS

 They currently hold the position as the world’s leading and

largest subscription service
 Company enhances the skills of employees by conducting Tools
training / Machine learning training
 Comfortable and lively work environment
 Barriers of market entry
 Monetary assistance provided

 Too much dependent on technology, which some time leads to

no completion of work in time.
 Investment in research and development
 Productivity
 Cost Structure
 Slow in adopting to strategies in the highly competitive market

 Explore the consumer defined category boundaries

 Growing Economy
 Determine whether innovations demonstrate potential for
launch and deliver strategic priorities
 Global Market
 New acquisitions

 Rising cost of raw materials

 High competition of resource allocation to other business
development
 Tough competition from the other global players
 Increasing costs

27
 MISSION

Nielsen's mission is to provide clients with the most complete understanding of what
consumers watch and buy. The consumer's world is changing at an unprecedented speed where
media and commerce are colliding. We are focused on innovating to stay ahead of evolving
market trends, allowing us to provide our clients with usable, practical and meaningful tools
that help them make strategic business decisions every day. Nielsen is uniquely positioned to
drive performance management solutions for our clients around the globe. They help their
clients to know the scientific reason behind the demand and supply for the consumer.

28
 VISION

Whether you're eyeing markets in the next town or across continents, we understand the
importance of knowing what consumers watch and buy. That's our passion and the very heart
of our business. And we're constantly evolving, not only in terms of where we measure, or
who we measure, but in how our insights can help you drive profitable growth. Whether your
business is a multinational enterprise or a single storefront, we believe innovation is the key to
success, in both what you create and how you market your products and ideas. That's why we
continue to develop better solutions to help you meet the needs of today's consumers, and find
out where they're headed next.

So let's put our heads together. We'll bring our insight to your business and help you grow.

29
 OVER VIEW OF THE INDUSTRY

Emergence of new age sectors like Telecom, Media (Digital) & Insurance are helping the
Market Research Industry to climb to new heights with varied analysis of Consumer Insights.
Despite slowdown in the past coupled with talent crunch and dog pricing by agencies, the
roughly 900 crore MR Industry (Excludes KPO) is well poised to take a big leap. The Overall
Market gets divided into full services MR agencies and the KPO Services clocking around 18%
of CAGR. During the last couple of years there has been a consolidation between MR agencies
in their scale of operations and data management practices. No wonder despite all these, India
still becomes the popular destination for the MNC based research agencies since there is
untapped potential of new sets of consumers with an opportunity to serve huge population. MR
Team (Part of Advertising Agency during 70’s) moves from the boardrooms of Consumer
Durable or FMCG companies into the boardrooms of every sector of the economy.

Challenges & Opportunities

Market Research is changing and that too from its early days of data collection (Pen n Paper
Method) to technically prowess devices like PDA’s, mobile phones & in-built camera’s which
can record exact state of the matter of every interview. At the same time, MR has become more
of a commodity rather than delivering differential value to the end consumer. Still MR is being
performed in mega cities and towns rather than pushing it to the rural economy which
undoubtedly is the next biggest growth opportunity in our country for all the products/services.
MR industry is also facing a crunch in having the right kind of people skilled with a good
training background to understand the nitty gritty of the client’s brief. Moreover, today’s most
of the research work is being covered with a regular monitoring job like tracking, audience
measurement, syndicated studies etc, rather than with a specific problem. Another eaten away
factor could be the nature of the industry which is fragmented and largely being driven by price
factor worrying clients ranging from products to service industry. As a result, absence of talents
due to low price factor has resulted in MR firms having a project to project assignment system
where in they do the piecemeal job i.e. data collection and not the analysis which is done at the
client side.

Also adding the factors like communisation of the information and the proliferation of smaller
firms have led the industry not being able to get out of the talent-price circle. To get rid of this
problem many MR Firms like TNS, Synovate or Nielsen is planning to arrange their own sets
30
of training to fresh graduates for the industry. Nielsen has opened up its training centre near
Mumbai with two years’ curriculum in the field of Market Research, similarly TNS is hiring
from various backgrounds to notch up its mid-level research function. Another important factor
could drive the market in future - data mining or statistical tools which could help the customers
to understand the intricacies of the problem in a simpler term rather statistically define it.

Every marketer possibly can count numerous number of advertising agencies but unfortunately
this is not true for MR industry, as the industry is very fragmented in nature with many small
firms on the spectrum and a few firms dominating the scene. Sadly, there is no studies available
judging the ranks of the MR firms and left with more of a guestimate than on scientific
calculations. The leading domestic firms are IMRB International, TNS India, Nielsen &
Milward Brown etc. As per the Industry approximations, IMRB continues to be the market
leader followed by Nielsen, TNS India & Others. Though there is a Society created by the
market research professional, MRSI (Market Research Society of India) which has tried their
best to get an agglomerative view on market research but has achieved modest success.
Meanwhile, in the last couple of years the Industry has also seen the emergence of new sets of
players namely Analytics, Data Mining or Warehousing firms like Absolutdata Systems, Annik
Systems, and Datamation. Many of these firms earlier were Knowledge Process Organisations
(KPO’s) who served foreign clients and now turning up to cater the local demand. There is
another set of genre which has emerged during the past few years like HP Decision Analytics
Firm or IBM Business Decision Centre or McKinsey Strategic Research Division providing
their research based services to their parent companies adding values to their strategic teams.
In fact what has been observed also in the past that many IT giants like Oracle, Microsoft has
started expanding their own research resources within their marketing team for providing
critical inputs on consumer behaviour to their strategic group. It is also observed that the
consulting firms like PwC or Ernst & Young or KPMG has started advising their clients in
giving them the end to end solution from sharing the market insights to conceptualization of
idea’s to product designing and in turns creating lot of problems for the full service market
research agencies to hold their clients.

Besides the emergence of the improved data collection technique, there was a major rise
towards analytics, data-mining and warehousing agencies during the last couple of years. Data
warehousing is a technique to store and maintain the data that can be used for generating
information and insights while data mining helps to draw a consumer insight from the large
pool of longitudinal data series or a time series data. Many emergent sector like Telecom or

31
Insurance which has grown phenomenally in the past, need these kinds of data sets to draw
strong insights of their consumer behaviour towards the services of the same. There were also
emerging opportunities like online research tool or business intelligence or MR outsourcing
helping the clients to focus on their core competency by getting the right insights of information
from their customers and thus increases the value of MR role in the decision making process.
Though traditional players are enjoying a strong one to one relationship with their clients
especially in the FMCG and Consumer Durable sector but these new set of genre with varied
skill sets are giving lots of competition to the full services MR agencies.

In the Early years of 70’s, MR was a part of the Advertising (to gauge the advertising
campaigns or launch). In the 80’s full-fledged agency had come into the landscape of research
which contributed to efficient marketing management. Using different research techniques
with the availability of varied statistical tools helped the marketing personal to measure the
Socio Economic Strata or Ethnographic research. Later on, its scope got envisaged into various
other issues like mapping the need of consumer demand, new product development or the new
usage’s of the existing products, transform the industry from measuring ethnography to
behavioural patterns. After the liberalization process in the early 90’s market research became
even more critical where marketers can evaluate their marketing strategy based on the feedback
from various segments of the market. Thus MR became one of the major component in the
decision making process. But still there are lots of industries in India where marketing
managers are relying on their team assessments rather on the scientific calculation of the market
forces. Today, after the introduction of Internet (Social media) the entire landscape of the
research has got changed with more and more real time data of the consumers getting tracked
and thus further increasesing the value of the research work in the minds of the efficient and
productive marketing managers.

It is a fact that research is the only method to discover the latent need and demand of the
consumers, suggesting way and means to marketers to serve the potential and targeted
consumers in the most profitable and economical way. Research includes service marketing,
services quality, CRM, relationship marketing or database marketing applications.
Applications of market research will help the service firms acquire more information on the
new and unmet demands of the consumers, perceived service quality, closing the gaps in the
services delivery and thus improving the quality of the services. The new age has immense
potential to get real time information about consumers and to service them accordingly. For
example, Wal-Mart India is getting the information on every consumer entering their retail

32
shops or Pantaloons gets more critical sets of information about the buying behaviour of their
consumers in their stores through observation with the help of videos or high end web cameras.
Many automobiles companies are using social media channels to analyse the behaviour of their
potential customers.

Though FMCG continues to be the mainstay of the MR business (almost in the tune of 65-70%
of the total pie), new sectors like Telecom, Insurance, Retail and Banking are now becoming
the high growth areas for most of the research firms. Till few years back, most of the clients
do not seek MR advice because they do feel that the guts of their marketing and sales people
hold true in most of their transactions. But increasing unpredictability has led many more
clients to understand their consumers better and hence there is a change in the attitude towards
the MR firms. Also, MR companies are now moving from being a mere data supplier to
becoming a partner with the client to build up a long term agency like relationship. MR firms
should start looking into building consulting assignments from the existing studies to cater the
same client with valuable & critical inputs rather plain vanilla market research. There is a direct
competition from the emerging online search options wherein the customers get every bits of
information within seconds, so MR should spruce up its data collection and analysis tools so
as to get the confidence of its customers with the MR works. MR firm should also understand
that today’s CMO doesn’t has ample time to sit back and think rather they trust research firms
who know their business and deliver the value accordingly.

Undoubtedly, the market research has travelled a long journey from piggybacking advertising
job to the mainstay of the decision component of one organization. Market research seeks to
align the enterprise with the expectation of its consumers and delivering value with its
systematic analysis of the information captured. Although there were lots of changes in the past
the way research is being carried but off course the IT enabled market research is a new trend
which propounds ways to maximize an enterprise’s returns in the newly emerging liberalized
market in India. Now is the time for the MR agencies to reap the ever growing and burgeoning
customers with rapidly changing lifestyles through research work, so that Indian Marketers
could be more productive, result oriented and globally the best workforce to cater the demands
of their consumers. Finally, 3C strategy namely Convince, Convert and Collaborate as
formulated by MRSI (Market Research Society of India) helps to take the industry into to new
heights by breaking the barriers and thus increasing its share in the Indian Economy.

33
 COLGATE

Colgate is an umbrella brand principally used to sell oral hygiene products

such as toothpastes, toothbrushes, mouthwashes and dental floss.
Manufactured by the American consumer-goods conglomerate Colgate-
Palmolive, Colgate oral hygiene products were first sold by the company
in 1873, sixteen years after the death of the founder, William Colgate. The
company originally sold soap.

According to a 2015 report by market research company Kantar Worldpanel, Colgate is the
only brand in the world purchased by more than half of all households. Colgate has a global
market penetration of 67.7% and a global market share of 45%. Despite this, it maintained the
highest growth rate of all brands in the survey, with 40 million new households purchasing
Colgate-branded products in 2014. Its global market penetration is nearly 50%; higher than the
second-placed brand in the study, Coca-Cola with 43.3% penetration.

In 1806 devout Baptist English immigrant soap and candle maker William Colgate established
a starch, soap, and candle factory on Dutch Street in New York City under the name "William
Colgate & Company". In 1833 he suffered a severe heart attack, stopping his business' sales;
after a convalescence he continued with his business. In 1857 Colgate died and the company
was reorganized as "Colgate & Company" under the management of his devout Baptist
son Samuel Colgate, who did not want to continue the business but thought it would be the
right thing to do. In 1872 he introduced Cashmere Bouquet, a perfumed soap. In 1873 the firm
introduced its first Colgate Toothpaste, an aromatic toothpaste sold in jars. In 1896, the
company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream. Also in 1896,
Colgate hired Martin Ittner and under his direction founded one of the first applied research
labs. By 1908 they initiated mass sales of toothpaste in tubes.

34
In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm
oil 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". George Henry Lesch,
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 US, 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.

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 organizations spanning 200 countries, but it is
publicly listed in only two, the United States and India.

On October 25, 2012, the company announced it would cut 2,310 workers, or 6% of its
workforce, by the end of 2016 in a push to make the consumer products company more
efficient.

35
 ABOUT OUR PRODUCT AND SERVICES

Colgate products for the best oral care, personal care and household care in India. The oral care
center for your oral and dental health at Colgate India - #1 brand recommended by dentists.
You know you are in the right hands, whenever you thought about dental protection ‘Colgate’
came into your mind first. By this it had been said the best trusted brand in India in terms of
toothpaste.

Our Offerings

 Toothpaste

Colgate toothpaste has been fighting bad breath and maintaining proper oral health for over
200 years. With an array of 40 different patented toothpastes and 13 classification of oral
care, for each age group. Colgate remain competitive in the market place.

 Toothbrushes

Toothbrushes designed for every type of smile. Oral Care Expert. Recommended by
Dentists. Professional Advice. Types of toothbrushes Sensitive Toothbrush, Slim
Soft Toothbrush, 360° Toothbrush, Extra Clean Toothbrush, Zig Zag Toothbrush,
Kids Toothbrush, etc. There are 26 variants toothbrushes of Colgate in the market, which
not only help us to choose the best of them but also gives us huge range of product.

 Mouthwashes

Colgate Mouthwash is a mouthwash designed to fight germs and plaque and provide
healthier gums. Colgate Mouthwash provides up to 12-hour protection against germs and
plaque and also gives you long lasting fresh breath. It also contains fluoride, which helps
prevent cavities. There are 7 variants of Mouthwashes of Colgate.

 Tooth powder

Colgate toothpowder is an old age solution to maintaining strong and healthy teeth
throughout the adult life. Colgate tooth powder has a special made for the rural market,
which is one of the oldest and widely used product in rural area.

 Speciality product

Pain Out is an indigenously developed formula keeping in mind a patient’s perspective of

dental pain. It is an oral analgesic “leave-on” gel with a sustained release formulation. Pain

36
 Out comes with a unique combination of key ingredients like Eugenol, Menthol and
Camphor in a bio-adhesive polymer matrix. Colgate provides active protection from gum
disease and support for the natural healing of inflamed and damaged tissue in the mouth.

 Colgate oral care center

Colgate oral care center creating smiles generation from generation. The Oral Care Center
provides information on dental health, oral health products, oral health guides, and much
more. You can visit to any nearest oral care center for dental check-up for free for the first
time

37
 OBJECTIVE OF THE STUDY

Traditional Trade market with over 1.4 million stores, with over 30 channel types. The
opportunity for FMCG manufacturer is to cover 30% of stores contribute 80% FMCG sales.
However, getting your products into the right stores to approach the right consumer is a difficult
challenge for manufacturers. It helps FMCG manufacturers enhance the effectiveness of
distribution expansion to win the retailing landscape.

 To help prioritize the expansion in key provinces with high contribution to FMCG sales
based on statistical ranking of factors,
 To help increase the ROI in every direct store via targeting top stores and wholesalers
in each category,
 To help easily link all details of store-list from Nielsen census into their sale
management system for actions.

38
 RESEARCH METHODOLOGY

Research methodology is to discover answer to question through the Application of scientific

procedures the main aim of research is to find out the truth which is hidden and which has not
been discovered as yet. Marketing research is the careful analysis of a business situation by
scientifically analysing it and using various statistical applications to the subject of study.

Research is the process of finding a solution through the use of scientific tools and techniques.
Marketing research is a methodical and purposeful study conducted to obtain solution for
specific marketing problem. As far as method is concerned, I preferred personal interview or
face to face meeting to ensure accurate information and encourage frank response to questions.
At the same time telephone or mail survey was not possible.

While framing the questionnaire, I tried to list a series of question, which could elicit the needed
information for proposed study. Questions, which were of no particular value for the study
objectives, were not included. I also tried to keep in mind the respondents’ understanding
capacity, ability to recall the information and his experience limits. I didn’t include those
questions in the questionnaire, which could have raised misconception and promoted non-
cooperation on their part. However, in the questionnaire I used simple words, which were easy
to understand, and beyond any doubt. In the same way ambiguous questions were not included
and questions were arranged in a logical order.

RESESRCH INSTRUMENT

The research instruments generally used to collect primary data are questionnaires and
mechanical instrument. Some of these are:

1. Questionnaire: -

Questionnaire are formal sets of questions, prepare to collect the require information. This is
one of the most effective and popular technique used in survey. Questionnaire is a tool which
provides right information.

Sampling: - Proper sampling design is essential in marketing research so the sample has to be
collecting in such a way that it represents the entire population. My project is based on trade
dimension census area wise in Kolkata so I am taking sample of those people who work
regularly and go to the market at regular basis.
39
Sample unit: - The portion of the population that researcher need to target and that represent
the entire population is known as a sample unit. So I am targeting those people and stores who
work regular and come to market regularly.

Collecting of data:-In dealing with those people and stores it is often found that data, at hand
are inadequate, and hence it became necessary to collect data that are appropriate and adequate.
There are two ways of collecting the appropriate data:

 Primary data:

To collect primary data best way is to interact with people directly it can be through direct
interviews and questionnaires. Both these methods have used for collection of primary data

 Secondary data:

Secondary data is collected from the company internal and external resources. While the
internal resources include the company literature, employee’s performance, ratings to the
employee, pamphlets etc. and the external sources could be included magazines, newspaper
etc. Secondary data is collected from company websites and various Literature reviews. As
Colgate is daily in news because of its expansion plans, so I benefited a lot from articles on
internet.

2. By observation: -
This method implies the collection of information by investigator’s own
observation, without interviewing the respondents’. In survey many times I
observed that is what the reason to damages and shortage of goods are.

3. Personal interview: -

I have also collected my data through Personal interview. I made a well-structured

questionnaire and asked them what the reason of behind the uneven distribution
channel problem faced by them and the availability of goods.

SURVEY DESIGN/STUDY AREA

Random stratified sampling was chosen for research. Colgate, Kolkata was selected as the
study area and people from this area were selected for filling up of questionnaires and collecting
responses due to convenience of location.

SAMPLING PLAN: Sampling plan for this research project is divided into following four
steps:
40
Sample size: A sample size of 100 respondents was chosen because of time constraint. Though
small sample size but it consists of varied type of respondents so as to overcome any error at
the time of generalization of result.

Sample unit: Colgate, Kolkata was chosen as sample unit. Survey was conducted in April -
June 2017.

Sample procedure: Due to time and various other constraints convenience was restored. But
efforts were made to check the accuracy of responses.

Contact method: Questionnaire method was used to establish direct contact with respondents.

41
 OBSERVATION AND FINDING

42
 CONCLUSATION AND RECOMENDATION

Based on the study, the following suggestions are made to the organizations. An organization
should identify the most important factors which is perceived by the employees, then should
concerned with these factors and the organizations should provide a reasonable and maximum
salaries /wages to the workers, because wages and salaries are the most significant factor in
motivating employees. The employees should be given higher responsibility for the operations
of the tasks assigned to them. This would enhance the employee’s motivation. The
organizations should perceive the type of needs in hierarchy preferred by the workers and then
should be adopted appropriate rewards system. For example, monetary rewards may be
applicable to lower level employees, where as non-monetary rewards applicable to high level
executives. Since, employees should also be accountable to their performance which increase
their sense of awareness and involvement in their job, it is better to provide the performance
related pay which will lead to motivate them, for this purpose, the management must
periodically review their level of performance and they should be identified and recognized on
the basis of their performance, then they should be awarded with monetary benefits. Some
organizations adopt this system. Finally, an appropriate training programme or competition
programme with relevant incentives may be organized with the resource persons.

CONCLUSION

43
From the results obtained from the study, it is apparent that, the perceived level of rewards and
motivation have significant relationship among the private sector employees and the monetary
rewards have a significant effect on employee motivation than the nonmonetary rewards.

BIBLIOGRAPHY

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45