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Marketing Strategy of HUL Special Preference To Colgate
Marketing Strategy of HUL Special Preference To Colgate
(BCOM (H)-1604)
On
Session 2018-2019
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
INTRODUCTION:
Marketing starts with finding out what prospective customers think and what they need. These
needs are then fulfilled by the products and services that you sell. The pricing, promotion and
distribution of these products and services determine who will be willing and able to buy them.
Marketing might sometimes be said as the art of selling products, but selling is only a small
fraction of marketing. As the term "Marketing" may replace "Advertising" it is the strategy and
The American Marketing Association defines marketing as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value for
Every organization works to achieve certain objectives are to be achieved. To achieve the pre-
decided objectives a number of activities are to be performed. The activities may include
These activities are performed and these are related to each other so that the objectives can be
fulfilled effectively. Similarly way the marketing activities are performed in some of the
company those are interested in marketing the products or services for use of customers.
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.
LITERATURE REVIEW
Marketing strategy is a significant driving force that distinguishes the success of many
organizations not only by well-developed marketing strategies outlining where, when, and how the
firm will compete but also by their ability to execute the marketing strategy decision options
chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The appropriate and effectively
implemented marketing strategies are required to productively guide the deployment of the limited
available resources via the firm’s marketing capabilities in pursuit of desired goals and objectives
(Black and Boal 1994; Varadarajan and Clark 1994). The literature reveals two distinct but related
features to marketing strategy content: marketing strategy decisions and marketing strategy
decision implementation. Hence, decision makers responsible for the marketing strategy must
select which available resources the firm should deploy, where to deploy them appropriately, and
set and signal priorities in terms of achieving the various goals and objectives of the firm (Slater
1995). These marketing strategies toward firm performance may be either formal, top-down
strategies (Varadarajan and Clark 1994) or emergent or improvisational strategies (Moorman and
Miner 1998). A firm’s marketing strategy content therefore involves explicit or implicit decisions
regarding goal setting, target market selection, positional advantage to be pursued, and timing to
attain firm performance (e.g., Day 1994; Varadarajan 2010). Well-defined strategic marketing
objectives are critical feature of marketing strategy in which managers must make decisions about
what the objectives and priorities of the firm are, translate these objectives and vision of the firm
into marketing-related goal criteria, and set and articulate the desired achievement levels on each
goal. This can be complicated to realize by the fact that many goal criteria and levels may be
instance, the firm’s growth revenue and margin growth are difficult to achieve simultaneously
OBJECTIVES OF THE STUDY:
Primary Objective:
SECONDARY OBJECTIVE:
1. To obtain information regarding the consumer behaviour towards various brands offered by
Colgate toothpaste.
2. To know the views of the consumers with the performance of Colgate Toothpaste.
RESEARCH METHODOLOGY:
Research Methodology is a way to systematically represent research on any problem. it tend
taken by the researcher is studying the research problem along with the logic behind them. It
tend to define the methodology for the solution of the problem that has been undertaken for the
purpose of the study .the methodology may include publication research, interviews, surveys and
Research design:
Descriptive research design-it attempts to describe and explain conditions of the present by using
Sample Size: I have taken 100 individuals from Lucknow area as my sample size for research.
data by selecting people because of the ease of their volunteering or selecting units because of
Primary sources: It provides direct or firsthand evidence about an event, object, person or
work of art.
Secondary sources: It contrast with a primary source of information is one that was created
later by who did not experience first-hand or participate in the event or conditions of research.
Pie chart
LIMITATIONS
Possibility of error in data collection because many of investors may have not given
Some respondents were reluctant to divulge personal information which can affect the
1. Kothari C.R. Research Methodology, New age international publisher, New Delhi, 2004
2. Kotler Philip, Keller and Jha, Marketing Management, Pearson Publication, 12th Edition,
Delhi-2007
hypermarkets”, Journal of
retail typology”,
6. International Review of Retail, Distribution and Consumer Research, vol. 10 no. 2, 2000,
pp. 149-166.
7. J. Dornbusch, “Shoppers get online for groceries- at home”, Boston Herald, April 1997,
p.45.
PROPOSED CHAPTER PLAN
Research Methodology
Findings
Annexure