CHAPTER I

INTRODUCTION

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 INTRODUCTION

A product or brand is promoted in order to increase consumer awareness, drive

revenue, and foster brand loyalty. It is one of the market mix's four fundamental

components, along with the four Ps: price, product, promotion, and location. One of the

five components of the promotional mix or promotional strategy is also referred to as a

promotion. These include direct marketing, press, sales promotion, advertising, and

personal selling.A promotional mix details how much weight to give each of the five

variables as well as the financial budget.

PURPOSE

There are three objectives of promotion. These are:

1. To inform consumers and others of knowledge.

2. To boost demand.

3. To make a thing stand out.

Sales increases, new product acceptance, brand equity creation, positioning,

competitive retaliation, or the development of a company image are just a few

examples of the many purposes that a promotion and, consequently, its promotional

strategy, can serve.[2]

The marketing department frequently uses the word "promotion" privately. Phrases like

"special offer" are more prevalent to the general public or the market. My Coke

Rewards in the United States, Coke Zone in the United Kingdom, and Pepsi Stuff are

examples of completely integrated, lengthy, and significant promotions.

A PROMOTIONAL STRATEGY'S DEVELOPMENT

One of the main responsibilities of a marketing manager is choosing a

marketing communications strategy, which includes making important

choices about the target audience, the best way to reach them, and the
message itself. The following three-step method, which is applicable to all
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components of the marketing mix, can be used to address these inquiries:

Segmentation
grouping the ads into separate categories

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1. Targeting
Selecting the appropriate group to speak with and how to do so

2. Positioning
How the target groups should view the product or company

3. Messaging
delivering a particular message to the target groups in order to influence them

SEGMENTATION

You must separate prospective customers into distinct groups if you want to boost

the effectiveness of any communications message. It's doubtful that you will receive

much of a response if you don't know who you are speaking to. Who are the

prospective clients? How many smaller divisions should you create for them? What

distinguishes these groups? Ideally, the majority of this data will be easily accessible

from your market study.

Once you have a general understanding of the client, you should dig deeper to learn

more about them.

What kind of information do they typically consume? What goals and objectives do

they have? What do they value most? How much money do they have available? What

sort of things do they buy? Do they intend to have kids? How many days off do they

get each year? How much do they donate to charities? What can you do to aid them?

Numerous methods exist for obtaining this data, including hiring a specialized market

research firm, observing sales trends, or interacting on social media.

Commonly used market research methods include:

Sales analysis and buying patterns

Questionnaires
Desk research
Website statistics, especially social media
Focus groups

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 Face-to-face interviews
Specialist market research companies

Once you have built up an accurate picture of your customer, it's time to get their attention…

5
TARGETING

Targeting is the process of communicating with the appropriate segment(s) and

ensuring the highest response rate possible for advertising reasons. Your audience
targeting strategies must be in line with the goals of your marketing strategy. For
example, are you trying to draw customers away from a rival or spread awareness of a
new product?

METHODS OF MARKETING COMMUNICATIONS

Advertising is just one element of the marketing communication arsenal, which can be

divided into the following areas:

Advertising – a mass media approach to promotion

Outdoor
Business directories
Magazines / newspapers
TV / cinema
Radio
Newsagent windows

Sales promotion - price / money related communications

Coupons
Discounts
Competitions
Loyalty incentives

Public relations - using the press to your advantage

Press launches
PR events
Press releases

Personal selling – one to one communication with a potential buyer

Salesmen
Experiential marketing
Dealer or showroom sales activities
Exhibitions
Trade shows

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Direct marketing - taking the message directly to the consumer

Mail order catalogues

Bulk mail
Personalised letters
Email

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 Telemarketing
Point of sale displays
Packaging design

Digital marketing – new channels are emerging constantly

Company websites
Social media applications such as Facebook or Twitter
Blogging
Mobile phone promotions using technology such as bluetooth
YouTube
E-commerce

DECIDING WHICH MEDIA CHANNEL TO USE

In nature, evolution happens most quickly when there is fierce rivalry for resources.

The same procedure is now taking place with marketing platforms. The market for

traditional media is currently saturated, and there is fierce rivalry for consumer

attention. The influence of any one medium is also being spread out at the same

moment. There are many more TV and radio channels, consumers can avoid

commercials, and free information is much easier to find now. As a consequence,

businesses are adopting more inventive communication strategies, and numerous

new media outlets have appeared.

Because of this, selecting the right media is becoming more difficult, which is why

precise categorization is crucial. For example, it makes no sense to launch a Twitter

campaign if none of your target market regularly uses the platform.

Effective communications are frequently followed by improved outcomes. An average

response rate to a fairly generic bulk mailing is less than 1%. However, sending

personalized notes to a few of your most devoted clients would result in a markedly

higher rate of return. Consider reach, frequency, media impact, and what you can get

for your money when choosing which media to use, but most importantly, make sure

your target audience will see the communication in the first place.

Media choice is a matter of compromise between volume of people versus the

personalisation of the message.

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ENSURING YOUR MESSAGE REFLECTS THE STAGES OF THE

PURCHASING FUNNEL

Once you have made the audience aware of your brand, work doesn't stop there. The

customer needs to be guided through the purchasing process. This means identifying

the key stages in the customer journey and ensuring communications messages are

personalized and relevant.

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INTEGRATED MARKETING COMMUNICATIONS
Making ensuring an integrated approach is taken is the next step after choosing which

media channel to focus on. Whether you are spreading knowledge or promoting a new

product, it is crucial that all of your advertisements use consistent messaging and a

cohesive "look and feel" to work towards a single objective. Any campaign's efficacy

can be significantly increased by using an integrated strategy, which will also help you

develop your brand image..

GETTING THE BEST RESPONSE

Making sure the message is pertinent and understandable will help you get the best

reaction from your target market. Once you've managed to capture their attention, the

last thing you want is for them to be perplexed by what you're saying. Establish the

advertisement's goals and make sure they are plainly addressed. Consider the actions

you want your audience to take, such as visiting a website, calling a number, or

remembering your company the next time they are in a store.

4. POSITIONING
The method of positioning entails creating an image for your business or product.

Branding can help with this to some extent, but it's essential to understand that the

marketing mix as a whole works to give the full picture. To effectively position yourself

in the way you hope, you must make sure that all facets of your company meet

expectations. Positioning also takes into account the rivalry, and you must justify why

your product is superior to those on the shelf and unique in the market..

BRANDING AND MESSAGING

A strong tool for positioning your merchandise is branding. Almost every aspect of a

product that interacts with customers uses branding, from the packaging to the font

used on signs. Each contact you have with a client helps to build a mental image of

your brand, which can affect how much they are willing to pay for your goods. Brand

equity is the capacity to charge more as a result of the positioning of your goods. Your

branding must take into account your unique selling propositions (USPs) and make

sure that your marketing makes it clear what makes your product stand out from the
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competition. Is your product the best value, longest-lasting, sweetest-smelling, or

fastest?

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CORPORATE IDENTITY
Having a business identity can help you make sure that your branding is applied

consistently across the board. This comprehensive document covers almost all

potential customer contact points and offers instructions on the presentation and

style that should be used. This might involve how logos, colors, taglines, uniforms, and

the kind of coffee served to visitors are used. If you outsource any of your creative

work to agencies or independent contractors or if you have many offices around the

globe, a CI guide will be especially helpful. Due to the effective implementation of a

recognizable corporate identity, the most powerful companies can be recognized by a

variety of components of their communications materials, not just by their logo or

slogan..

A corporate identity should be a central component of your advertising plan because

recognition is an important factor in any purchasing decision.

5. DEVELOPMENT OF THE ADVERTISING MESSAGE

Once you've established your brand's positioning, it's time to create the statement that

will persuade your target audiences. Advertising goals should be closely related to your

marketing strategy and typically fall under one of the following broad categories:

Inform - raising awareness of your brand & products, establishing a

competitive advantage

Persuade - generating an instant response (usually driving sales)

Remind - to maintain interest and enthusiasm for a product or service

Since it is well known that unique, creative advertising produces the best results, make

sure to hire the best creative team you can find and provide them with a thorough brief.

Always think about the customer and make the ads relevant to them because a

message will only be effective if it resonates with the target population.

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 NEED FOR THE STUDY

In order to create an organizational plan to meet customer requirements, marketing

strategy assists in identifying the areas that organizational growth affects. It aids in

setting the appropriate price for an organization's products and services based on data

gathered through market research. Effective staff coordination is ensured by strategy.

It aids a company in making the best use of its resources in order to reach its target

market with a sales statement.

A marketing strategy assists in setting the advertising budget in preparation and

creates a method for determining the plan's scope, or the amount of money the

advertising plan will bring in.

OBJECTIVES OF THE STUDY

To research the value of solid relationships with clients.

Recognize the potential contribution of regional marketing tactics to

relationship development.

To determine the advantages of incorporating cultural considerations into

promotion tactics.

To comprehend the markets for dental treatment.

To research the market region, its population, and its customs.

To learn how Colgate's sensitive toothpaste and toothbrush are received by

retailers and consumers.

Made an effort to market and boost sales of Colgate's toothbrushes and

toothpaste for delicate teeth.

To research and evaluate the opinions of medical professionals regarding the new
Colgate sensitive toothpaste and toothbrush packets.
To conduct a market analysis in the city to determine Colgate sensitive toothpaste and
toothbrush consumption estimates.
To research consumer and pharmacy opinions of Colgate delicate toothpaste and
toothbrushes.
To research and identify industry competitors.
.
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 SCOPE OF STUDY

1. The study's objective was to learn how consumers and merchants generally

felt about Colgate sensitive toothpaste and toothbrushes.

2. Analyzing competitors to acquire a competitive edge.

3. That will make it easier to study the SWOT analysis and determine whether

any changes are required.

SOURCE OF DATA

1. Secondary data was gathered by going to the offices of medical associations,

medical representatives, and dentistry associations.
2. Primary data was gathered by interviewing a variety of people, including: a dentist;
a chemist shop, Distributer, Development managers for cities, The final user.

RESEARCH METHODOLOGY

RESEARCH DESIGN FOLLOWED:

Descriptive Research is the research method used because descriptive studies

embrace a large proportion of market research. The purpose is to provide an accurate

snapshot of some aspect of the market environment. Descriptive research is more

rigid than exploratory research and seeks to describe users of a product, determine the

proportion of the population that uses a product, or predict future demand for a

product. As opposed to exploratory research, descriptive research should define

questions, people surveyed, and the method of analysis prior to beginning data

collection. In other words, who, what, where, when, why, and how aspects of the

research should be defined.

SAMPLING:-

SAMPLING TECHNIQUE FOLLOWED:

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In this project the technique of sampling used was Judgment sampling. Judgment

sampling involves the choice of subjects who are most advantageously placed or in

the best position to provide the information required.

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SAMPLE UNIT:

In this project case sample were the retailers in Hyderabad City region & the aim was to

know the penetration level of Colgate Sensitive and the competitors present in the

market.

SAMPLE SIZE:

150 Retailers

DATA COLLECTION TECHNIQUES:

PRIMARY DATA

To collect primary data from retailer’ s Questionnaires were used. Questionnaire was

prepared very carefully so that it may prove to be effective in collecting the right

information.

SECONDARY DATA

Secondary data collected from different website. This secondary data formed the

conceptual background for the project. This secondary data was compared with the

primary data collected in area.

RESEARCH INSTRUMENT

The research instrument used in the project was Questionnaire to collect primary

information, it provided flexibility by using more close ended and few open ended

questions.

METHOD OF DATA COLLECTION

Information was collected by personally contacting retailers through interviews

ANALYSIS AND STATISTICAL TECHNIQUE USED

Types of data analysis techniques used in the project:

Tabular analysis.
Graphical analysis
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Percentage analysis.

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 LIMITATIONS OF THE STUDY

The following are the limitations of the study:

1. The research is only focused on the twin cities of Secunderabad and Hyderabad. As a
consequence, the conclusion is limited to the city.
2. There is not much time.

3.Used a small sample size.

4. This is my first effort at conducting such a study, so my lack of experience is another barrier to
finishing the task properly..

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 CHAPTER II REVIEW

OF LITERATURE

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 REVIEW OF LITERATURE

Ali, Kapoor and Janakiraman (2010) in a study conducted on households of

Gomtinagar area of Lucknow city analyzed a marketing strategy for a modern Food

and Grocery market based on consumer preferences and behaviour. The researchers

personally surveyed a total of 101 households having sufficient purchasing power

using structured questionnaire. The results indicated that preferences of the

consumers were their priority for cleanliness and freshness of food products followed

by price, quality, variety, packaging, and availability of non-seasonal fruits and

vegetables. It was found that the consumers' preferences of marketplace largely

depend on the convenience in purchasing at the marketplace along with the availability

of more services, and affordability. Results also suggested that most of the Food and

Grocery items are purchased in loose form from the nearby outlets, whereas fruits and

vegetables are mostly purchased daily or twice a week due to their perishable nature.

Desai and Talukdar (2003) state that price image has implications for store patronage,

and strategic decisions related to selecting a target customer base and creating

in-store environments. While Cox and Cox (1990) found that overall price image of a

store affects store choice. Fox et al. (2004) found that shopping and spending vary

much more across than within formats, and expenditures respond more to varying

levels of assortment and promotion than price, although price sensitivity was most

evident at grocers. Among this stream of literature, price is depicted as pure monetary

cost (Fox et al., 2004) and as an element of broader concepts such as store image

(Finn and Louviere, 1996) and consumer value (Sweeney and Soutar, 2001).

Hardesty and Bearden (2007) concluded that there is a complex role of product’ s

price and that there are many strategies related to prices in order to influence the

consumer’ s perceptions. It is also seen by some authors that consumers prefer

stores that offer reasonable product price and sales promotion.

Anu Singh and Kaur Tripat (2006), stated the strategies adopted by retailers to keep

pace with the changing moods of the shoppers. In the past few years, there has been a

shift in India from individual retail outlets owned separately and managed distinctively
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to professionally managed retail stores. The retail formats commonly analyzed are

stores located in the malls. The study addressed how factors within and outside the

stores affect store-level shopping decisions. The six main indicators on the basis of

which retailers decide to go for a specific type of retail format are: Price, Sales

Personnel, Quality of Merchandise, Assortment of Merchandise, Advertising, Services

and other Convenience Services.

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Lorenzo (2017) examines the marketing strategies implemented by the two biggest

ecommerce companies in Japan, namely Rakuten and Amazon.co.jp, in order to

address their international customers. Based on the main findings, both companies

propose an efficient and secure global shipping system and accommodate a variety of

international payment methods, although they partially ensure international payment

security. Rakuten is aimed at advertising Japanese products abroad, Amazon.co.jp

provides customers with an international return policy. Finally, the thesis reveals that

the customized nature of Rakuten‘ s marketplace and a limited translation into English

of the website content in Amazon.co.jp pose challenges in terms of the companies

‘ implementation of international marketing strategies.

Jain (2007) in his doctorial thesis entitled “ Market strategies of fertilizer

manufacturing companies: study of selected units” studied the attitude of wholesaler

and retailer of NFL and IFFCO toward the urea sales. The objective of research was to

find out trend and market portion of NFL and IFFCO in Punjab and Gujarat and also to

find out marketing strategies of competitor of NFL and IFFCO in the state of Punjab and

Gujarat and to recommend renovating marketing strategy. It was suggested that NFL

should improve quality of urea powder to granulation and more promotional

programme should be organised to create awareness among farmers and NFL also

introduce the policy of ‘ sell on credit’ . He also suggested IFFCO should focus on

training program for sales person, also motivate by monetary and non monetary

rewards to their sales force, to adopt modern media techniques to give best

performance in organisation.

Consumer behaviour is an important area for marketers. Understanding consumers has

become the focus of much attention in the marketing world because the driven force

behind the market is the consumer. Globalisation concept came to the business world

with the standardization of product and it was considered as a catalytic force to attract

the customers. As an effect of mass marketing and the tendency for global firms to

standardise their products/services, organisations such as Coca-Cola, McDonalds,

Nike, MTV, and Calvin Klein have emerged as global icons (Holton, 142)(reference

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7)People were attracted to the new products and technologies, and marketers were

successful enough to create a passion towards the new forms of products.

Researches were carried out in favour of globalisation concept, but in all cases they

were not able to avoid the fear of cultural influence in the standardisation. Although

globalisation offers many monetary benefits, there are cultural difficulties which should

be addressed. Even though product characteristics may have universal appeal and

have product functions those are similar across markets, individual perceptions of

these product features may vary considerably across

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cultures (Hornik, 1980).Clearly, to sell products successfully, marketers should try to

understand and target the specific groups interested in their products.

Contradictory studies and arguments were evolved in respect of the consumer

behaviour that in what respect the customer will behave; as an individual who think ‘ I

am unique and I should behave different from the society&rquo; or who think ‘ I am

part of the society and move along with the society&rquo;. The dimension of study in

the post modern era is about understanding communal consumption by developing the

concept of &lduo;linking value&rduo; of a product and service (COVA,1995).

First step in the buying process is receiving information, the impression created about

the product will leads to further steps of buying decision. The extent to which a

marketer communicates about the product determines its product demand, and so

advertisement took hold of total marketing process as being glamorous of all the

promotional tools. Good advertising creative, persuasive, communicative would not

only create aware consumers but also help us get distribution, support our pricing

strategy, achieve both trial and repeat volume do everything, in fact. A great advertising

campaign was the single answer to all marketing problems. Advertising can no longer

play the role in new product introductions that traditional thinkers assign to it. The

reason advertising continues to be allocated a large percentage of virtually every

introductory plan is that planners are looking to the past rather than the future. Today,

other forms of direct, creative communication with the consumer can often replace

advertising in a successful introduction. Giving preference to advertisement is the

wrong thing to do in this world of marketing rather integration is the key. In this aspect

promotion mix comes into effect, it calls for blending of communications tools and

formulating an integrated of strategy by including all forms of communication forms

like internet, direct marketing, event sponsorships and so on.

The present day organizations use a variety of strategies to attract the customers and

thereby retain their market position. Most of the companies use a blend of promotional

mix which can include advertisements, public relations, sales promotions, internet

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marketing etc. For deciding the right promotional strategy, the correct medium must be

chosen so that the target market can be reached in the best possible way. Therefore

the company must give importance while deciding upon the medium of promotion

because they can have a large impact over firm's future. Marketing is a crucial activity

for a business because it has the capability to enhance as well as ruin it. A

well-designed and well-structured marketing campaign could explain about the

product or service of the company as well as the customer benefits from it in the

most

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suitable way. But selecting the most suitable promotional strategy is a difficult and

critical task. Mostly companies use a mix of strategies on the basis of their purpose,

price, and several other factors.

McCarthy (1964) refined this further and defined the marketing mix as a combination

of all of the factors at a marketing manger‘ s command to satisfy the target market.

More recently McCarthy and Perreault (1987) have defined the marketing mix as the

controllable variables that an organization can co-ordinate to satisfy its target market.

This definition (with minor changes) is widely accepted as can be seen from Kotler

and Armstrong‘ s definition of the marketing mix: as the set of controllable marketing

variables that the firm blends to produce the response it wants in the target market

(1989).

McCarthy (1964) offered the ― marketing mix‖ , often referred to as the ― 4Ps‖ , as a

means of translating marketing planning into practice (Bennett, 1997). Marketing mix

is not a scientific theory, but merely a conceptual framework that identifies thee

principal decision making managers make in configuring their offerings to suit

consumers‘ needs. The tools can be used to develop both long-term strategies and

short-term tactical programmes (Palmer, 2004).

Borden (1965) claims to be the first to have used the term ― marketing mix‖ and that

it was suggested to him by Culliton‘ s (1948) description of a business executive

as ― mixer of ingredients‖ . An executive is ― a mixer of ingredients, who sometimes

follows a recipe as he goes along, sometimes adapts a recipe to the ingredients

immediately available, and sometimes experiments with or invents ingredients no one

else has tried‖ (Culliton, 1948). The early marketing concept in a similar way to the

notion of the marketing mix, based on the idea of action parameters presented in

1930s by Stackelberg (1939). Rasmussen (1955) then developed what became known

as parameter theory. He proposes that the four determinants of competition and sales

are price, quality, service and advertising. Mickwitz (1959) applies this theory to the

Product Life Cycle Concept.

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Gopalaswamy (2013) in his book on “ Rural marketing” discussed profitability of

farming, availability of irrigation facilities, introduction of new technology, introduction

of genetically modified seeds, availability of fertilizers and price of fertilizers are

various factors affecting fertilizer consumption in India. He indicated marketing mix

(product, price, place, and promotion) is very dynamic, intricate and complex function.

Thus fertilizer companies should make appropriate marketing strategies to cope with

change. The author also mentioned SWOT analysis of fertilizer market.

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Kent (1986) refers to the 4Ps of the marketing mix as ― the holy quadruple… of the

marketing faith… written in tablets of stone‖ . Marketing mix has been extremely

influential in informing the development of both marketing theory and practise (Möller,

2006).

Vignalli and Davies (1994) Marketing planning will contribute to the organisational

success if it is closely related to strategy. The Marketing Mix is limited to internal and

non-strategic issues.

Lauterborm (1990) The 4PsMarketing Mix is product oriented The successful

marketing plan must place the customer in the centre of the marketing planning

Rozenberg and Czepiel (1992) Keeping existing customers is as important as

acquiring new ones. The approach towards existing customers must be active, based

on a separate marketing mix for customer retention.

Grönroos (1994) Several arguments underlying the limitations of the marketing mix as

the Marketing paradigm: Obsolete, not integrative, based on conditions not common to

all markets, production oriented, not interactive etc.

Patterson and Ward (2000) The traditional Marketing Mix therefore has a clearly

offensive character because the strategies associated to the 4Ps tend to be

function-oriented and output oriented. Wellmanaged organisations must shift the

emphasis in managing valued customer relationships in order to retain and increase

their customer base.

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THEORETICAL FRAMEWORK - TYPES OF PROMOTIONAL STRATEGIES

IN USE TODAY:

CAUSE PROMOTIONAL STRATEGIES

Finding a causes both your customers and your company cares about can create magic

for your business. This requires internal knowledge about what your organisation cares

about and who they want to help in the world. A good example of this is Toms Shoes.

Instead of doing the traditional “ buy one get one free” promotion, Toms built a

strong customer following and reputation for giving back by giving away a free pair of

shoes to someone in need for every shoe purchase made by their customers.

CLOSE RANGE MARKETING (CRM)

Use Wifi or bluetooth to send promotional messages of their products and services to

their customers’ smartphones and tablets at close proximity. Close Range Marketing

is also known as Proximity Marketing.

RELATIONSHIP PROMOTIONAL STRATEGIES

Many companies focus on building relationships with their customers instead of

always exclusive trying to sell them something (transactional marketing). Customers

who love your brand more will also spend more money with your brand. Many traditional

retailers have found this to be true. Walgreens has seen that customers who buy from

all of their purchasing channels (store, web, mobile, etc) buy up to six times more than

the average customer that only buys in their store.

TRANSACTIONAL PROMOTIONAL STRATEGIES

Driving sales can be challenging, especially for retailers that have to consistently sell

products in high volume to consumers. In order to stay with the demands of investors,

retailers have to encourage consumers to buy using coupons, discounts, liquidations,

and sales events. High volume big-box retailers like Target are constantly running

promotional events in order to get interested consumers into their stores.

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SCARCITY PROMOTIONAL STRATEGIES
In some markets it’ s important to control how much product is available at one time.

In many cases this is done because of the difficulty of acquiring raw materials or

higher quality of the product. A company may choose to make their products

accessible to only a few customers.

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Rolls-Royce’ s release of their Chinese edition car called Phantom sold quickly. While

the cost of the car was higher than most cars the scarcity drove the desire and the

price.

WORD OF MOUTH
Word-of-mouth Marketing is the passing of information from person to person by oral

communication. Customers are very excited to share with the world the brands they love.

Many consumers find meaning in sharing stories of their favorite products and

services. Word of Mouth is one of the ancient ways people learned about what to

purchase. Modern marketers have learned how to create authentic word of mouth for

their companies and the products they represent.

Call to Action (CTA) Marketing

CTA Marketing refers to methods of converting web traffic into leads or sales on

websites using text, graphics, or other elements of web design. Conversion strategies

help improve the percentage of online visitors who become customers or who join the

mailing list.

VIRAL PROMOTIONAL STRATEGIES

Cult Brand marketers are constantly creating new business ideas that keep their

products in the heart and minds of the global consumer. Each time a new product is

created, customers have to be given a reason to dream about their future purchase.

Sometimes marketers of Cult Brands hit on something so great that people can’ t

help but share with others. Getting your customers talking about your products and

services is very important to growing awareness for your business.

DIVERSITY PROMOTIONAL STRATEGIES

Develop a customized marketing plan by analyzing different customer segments

based on cultural differences including tastes, expectations, beliefs, world views, and

specific needs.

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UNDERCOVER PROMOTIONAL STRATEGIES
Sometimes not telling everyone everything can become a great source of buzz. Think

of a movie trailer that got you very excited to go see the movie. While not showing all

the aspects of the movie, the advertiser can create enough intrigue to drive viewers to

want to see more.

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MASS PROMOTIONAL STRATEGIES
Major corporations need to drive large numbers of purchasing of their products in

order to survive and grow. While mass marketing may seem like a shotgun approach

to marketing this is far from the truth. Big businesses spend big money in

understanding big data– thats a lot of bigs!) This gives them an insight to where to

place media for their potential national customers who buy their products and services.

Walmart is an example of an effective mass market retailer. As the number one retailer

in the world, they are very smart about their mass marketing efforts, often giving their

customers a feeling of locality and warmth.

SEASONAL PROMOTIONAL STRATEGIES

Seasonal events offers a great way to meet new consumers. Sometimes these events

can be actual changes of weather or national holidays. For a retailer like Hallmark,

Valentine’ s Day represents a large portion of their business. By tuning into the various

seasons that are important to your customers you can become more relevant in their

lives.

PR PROMOTIONAL STRATEGIES
One of the most important marketing strategies is public relations. Many effective

marketers work with the media to bring awareness to their products and the benefits

their products offer. Also, in many cases where things go wrong, a good PR marketing

strategy is vital. When Apple’ s founder Steve Jobs was alive, Apple held a major

press conference to announce every new product. This tradition is now continued by

their new Apple CEO and CMO.

ONLINE MARKETING PROMOTIONAL STRATEGIES

As commerce has propagated to the Internet, a new form of marketing has emerged.

From online banners to those annoying pop ups, online marketers have attempted to

get their customers attention any way they can. Most online strategic marketing efforts

33
today are a mix of growth hacking strategies ( A/B testing taken to the max) and a

variety of awareness tactics that drive attention. A very effective online marketer is the

insurance company Geico who simply asks their users to enter their zip code for an

instant quote on a better savings.

EMAIL MARKETING PROMOTIONAL STRATEGIES

As soon as customers migrated into the online world, Internet marketers have

attempted to collect and organize emails for potential prospects. Many

business-to-business marketers

34
depend on email marketing as a primary way to connect with customers. At industry

tradeshows, IBM consultants can often be seen exchanging email information with

their prospects.
Evangelism Marketing

Develop raving fan customers (what we call Brand Lovers) who become advocates of

your brand or product, and who represent the brand as if it was part of their own

identity.

EVENT MARKETING PROMOTIONAL STRATEGIES

Creating events is a great way to drive sales. Customers often need a reason to shop

and events can often offer the perfect reason. Macy’ s Thanksgiving Day Parade has

become part of American culture by connecting two events together that consumers

love: Thanksgiving and shopping.

Offline Marketing

With mass adoption of the Internet, many companies are finding new ways of

integrating offline marketing with new technologies to create more engaging customer

experiences. The Coca-Cola company has create vending machines that invite

customers to hug them. This continues to tie the Coca-Cola brand to the core emotion

of happiness, but also invite customers to experience the real product offline.

OUTBOUND MARKETING PROMOTIONAL STRATEGIES

Sometimes it’ s important for companies to let their potential customers know they

exist. By developing a list of prospects a company can begin to reach out to their

individual target groups in order to find new customers. When Microsoft was selling

their accounting software they often used outbound marketing to identify potential

targets before trying to call the companies for an in-person meeting.

35
DIRECT MARKETING PROMOTIONAL STRATEGIES
Communicate directly with customers and prospects through mail, email, texts, fliers

and other promotional material.

36
INBOUND MARKETING PROMOTIONAL STRATEGIES
Companies often have customers calling them for various reasons. This can present a

great opportunity to sell customers additional products and services they currently

don’ t have. When business customers call to check their balances, the business

bank Chase often takes the opportunity to ask if they are interest in a credit line, a 401 k

plan, or a variety of other services the bank offers.

FREEBIE MARKETING PROMOTIONAL STRATEGIES

Promote free give aways or sell your products and services sold at low rates to boost

the sales of other related products or services.

NEWSLETTER MARKETING
A fun way to promote a business is to write a newsletter that highlights some of the

newsworthy things that have happened for the organization. The Motley Fool have

been sharing their investment insights with their community for many years. These

newsletters create a sense of inclusion and participation with their members and has

provided a key driver for their incredible growth.

ARTICLE MARKETING
In industries where expertise is highly valued, articles can offer a powerful tool to

showcase your knowledge and expertise. Some innovations are shared in the form of

articles or white papers where technical information needs to be convey to specialized

buyers. Amazon.com has dedicated part of their site for white papers on technical

know-how on cloud computing. This is a very sophisticated form of marketing for

specialized buyers.

CONTENT MARKETING
Write and publish content to educate potential customers about your products and

services. For the appropriate businesses, this can be an effective means of influencing

them without using direct selling methods.

37
TRADESHOW MARKETING PROMOTIONAL STRATEGIES
Many products have to be experienced to be bought. There are very few customers

that will buy a new automobile without doing a great deal of research and test-driving

the car first. Tradeshows are industry gatherings where customers are invited to

come sample all that the

38
industry has to offer. To introduce their new lines of products, Ford Motor Company

spends a great deal of time setting up and operating their booth at the international

consumer auto shows each year. These auto trade shows give reporters and

consumers a chance to experience cars first hand.

SEARCH MARKETING PROMOTIONAL STRATEGIES

These days, when consumers have questions they often don’ t ask their friends; they

go straight for Google. In fact, Google is so good at answering our questions that

millions of people daily search for their answers on this leading Internet search site.

One does not have to look far to see the power of search marketing. Google has

shaped the industry for many years now and has helped hundred of retailers grow their

businesses. While many businesses used to advertise in their local yellow pages, as

less and less consumer consult their local physical directory, this channel becomes

increasingly less effective each year.

DIRECT MARKETING PROMOTIONAL STRATEGIES

Advertise and promote your products and services to customers using a range of digital

devices including computers, smartphones, and tablets. Internet Marketing is an

essential practice in Digital Marketing. Once a target market has been clearly identified,

it is possible to work in conjunction with the USPS or a professional mail carrier that

knows where your customers live. Direct marketing can be an effective way to reach

consumers right where they live at home. While there is often a negative side to this

approach (consumers don’ t want to be bothered with a flurry of mail), many smart

companies execute direct marketing well. Catalog retailer L.L. Bean, for example,

created direct marketing programs that their customers looks forward to receiving.

NICHE MARKETING PROMOTIONAL STRATEGIES

Finding a niche and filling it could be described as the secret recipe for growth in

over-crowded marketplaces. Take the shoe business, for example. There is a great
39
demand for shoes in the world and so many top companies have evolved to satisfy

most of the immediate shoe needs in the marketplace. The shoe space might

seem crowded, but shoe manufacturing company Vans noticed an underserved

customer: the skater. By focusing on this niche market Vans has developed a thriving

business.

40
DRIP MARKETING PROMOTIONAL STRATEGIES
Drip marketing is a communication strategy that sends, or “ drips,” a pre-written set of

messages to customers or prospects over time. These messages often take the form

of email marketing, although other media outlets can also be used as well.

COMMUNITY MARKETING PROMOTIONAL STRATEGIES

Engage an audience of existing customers in an active dialogue, speaking to the

needs and wants of this particular customer group. Instead of focusing on generating

the next transaction, community marketing promotes greater loyalty and higher levels

of engagement within an existing brand community. Learn how to build brand

communities here. Community marketing can also lead to word of mouth marketing.

SOCIAL MEDIA MARKETING PROMOTIONAL STRATEGIES

Social media sites like Facebook and Twitter offer a unique opportunity for savvy

businesses willing to invest in customer engagement. Social media marketing is still in

its infancy but is growing up rather quickly. Companies like Southwest Airlines have

departments of over 30 people whose primary responsibility is to actively engage with

customers on social media.

Cross-Media Marketing

Provide customers information through multiple channels like email, physical mail,

websites, and print and online advertisements to cross promote your products and

services.

B2B MARKETING PROMOTIONAL STRATEGIES

Business-to-business marketing is a marketing practice of individuals or organizations

(including commercial businesses, governments, and other institutions). It allows

businesses to sell products or services to other companies or organizations that in

turn resell the same products or services, use them to augment their own products or

services, or use them to support their internal operations. International Business

41
Machines is a well known B2B marketer. IBM’ s business has grown because taking a

very intelligent approach at marketing their products to other business and

governments around the world.

42
PROMOTIONAL MARKETING PROMOTIONAL STRATEGIES
Promotional marketing is a business marketing strategy designed to stimulate a

customer to take action towards a buying decision. Promotional marketing is a

technique that includes various incentives to buy, such as:

Contests: We all enjoy winning something for free. Contests offer an attractive

marketing vehicle for small business to acquire new clients and create awareness.

Coupons: According to CMS, a leading coupon processing agent, marketers issued 302

billion coupons in 2007, a 6% increase over the previous year. Over 76% of the

population use coupons, according to the Promotion Marketing Association (PMA)

Coupon Council. Coupons still work and provide an affordable marketing strategy for

small business.

Sampling: Try before you buy. Giving away product might appear profit-limiting, but

consider how giving your customers a small taste can lead to a big purchase. Retail

genius Publix supermarkets share samples of their award-winning key lime pie not

because people question the goodness of the pie but to get their customers to buy

more.

AMBUSH MARKETING PROMOTIONAL STRATEGIES

Advertiser use this marketing strategy to associate with specific events and brands

without paying sponsorship fees. This allows the business to capitalize on these

events or leverage the brand equity of the other business, which has the potential

effect of loweringthe value of the original event.

B2C MARKETING PROMOTIONAL STRATEGIES

The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert

shoppers into buyers as aggressively and consistently as possible. B2C marketers

employ merchandising activities like coupons, displays, store fronts (both real and

online) and special offers to entice the target market to buy. B2C marketing campaigns

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are focused on a transaction, are shorter in duration, and need to capture the

customer’ s interest immediately. These campaigns often offer special deals,

discounts, or vouchers that can be used both online and in the store.

CLOUD MARKETING PROMOTIONAL STRATEGIES

In this new form of marketing, all marketing resources and assets are brought online

so customers (or affiliates) can develop, modify, use, and share them.

Consider

44
how Amazon.com gets customers to buy digital books, movies, and televisions shows

in a digital library that is accessible in the customer’ s online account or on their

digital device like their Kindle Fire.

MOBILE MARKETING PROMOTIONAL STRATEGIES

Marketing on or with a mobile device, such as a smart phone. Mobile marketing can

provide customers with time and location sensitive, personalized information that

promotes goods, services, and ideas. Here is a recent example of mobile marketing in

action.

Alliance Marketing

A joint venture is formed between two or more businesses to pool resources in an

effort to promote and sell products and services.

REVERSE MARKETING PROMOTIONAL STRATEGIES

In reverse marketing, the idea is to get the customer to seek out the business rather

than marketers seeking the customer. Usually, this is done through traditional means of

advertising, such as television advertisements, print magazine advertisements, and

online media. While traditional marketing mainly deals with the seller finding the right

set of customers and targeting them, reverse marketing focuses on the customer

approaching potential sellers who may be able to offer the desired product.

In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the natural

beauty of women rather than advertising their product. This campaign caused their

sales to soar above

$1 Billion and caused Dove to re-create their brand around this strategy. Although

successful, this campaign caused a lot of controversy and discussion due to what

people saw as an advertisement with a contradictory message.

Telemarketing

I know what you are thinking, you hate telemarketers. You are not alone in your

45
feelings. However, telemarketing can play an important part of selling your products to

consumers and it must not be overlooked as many companies rely on it to connect

with customers. Telemarketing (sometimes known as inside sales, or telesales in the

UK and Ireland) is a method of direct marketing in which a salesperson solicits

prospective customers to buy products or services, either over the phone or through a

subsequent face to face or Web conferencing appointment scheduled during the call.

Telemarketing can also include recorded

46
sales pitches programmed to be played over the phone via automatic dialing.

Telemarketing has come under fire in recent years, being viewed as an annoyance by

many.

FREE SAMPLE MARKETING PROMOTIONAL STRATEGIES

Unlike Freebie Marketing, this is not dependent on complementary marketing, but

rather consists of giving away a free sample of the product to influence the consumer

to make the purchase.

DIRECT MAIL MARKETING PROMOTIONAL STRATEGIES

A channel-agnostic form of advertising that allows businesses and nonprofits

organizations to communicate directly with the customer, with advertising techniques

that can include text messaging, email, interactive consumer websites, online display

ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct

marketing messages emphasize a focus on the customer, data, and accountability.

Characteristics that distinguish direct marketing are:

Marketing messages are addressed directly to the customer(s). Direct marketing relies

on being able to address the members of a target market. Addressability comes in a

variety of forms including email addresses, mobile phone numbers, Web browser

cookies, fax numbers, and postal addresses.

Direct marketing seeks to drive a specific “ call to action.” For example, an

advertisement may ask the prospect to call a free phone number or click on a link to a

website.

Direct marketing emphasizes trackable, measurable responses from customers

regardless of medium.

Direct marketing is practiced by businesses of all sizes— from the smallest start-up to

the leaders in the Fortune 500. A well-executed direct advertising campaign can prove

a positive return on investment by showing how many potential customers responded

47
to a clear call-to- action. General advertising eschews calls-for-action in favor of

messages that try to build prospects’ emotional awareness or engagement with a

brand. Even well-designed general advertisements rarely can prove their impact on the

organization’ s bottom line.

Database Marketing

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Database Marketing is a form of direct marketing using databases of customers or

potential customers to generate personalized messages in order to promote a product

or service for marketing purposes. The method of communication can be any

addressable medium, as in direct marketing.The distinction between direct marketing

and database marketing stems primarily from the attention paid to the analysis of

data. Database marketing emphasizes the use of statistical techniques to develop

models of customer behavior, which are then used to select customers for

communications. As a consequence, database marketers also tend to be heavy users

of data warehouses, because having a greater amount of data about customers

increase the likelihood that a more accurate model can be built.

There are two main types of marketing databases: (1) consumer databases and (2)

business databases. Consumer databases are primarily geared towards companies

that sell to consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC.

Business marketing databases are often much more advanced in the information that

they can provide. This is mainly because business databases aren’ t restricted by the

same privacy laws as consumer databases.

PERSONALIZED MARKETING PROMOTIONAL STRATEGIES

Personalized marketing (also called personalization, and sometimes called one-to-one

marketing) is an extreme form of product differentiation. Whereas product

differentiation tries to differentiate a product from competing ones, personalization

tries to make a unique product offering for each customer. Nike ID is a popular brand

that has developed a strong business around this personalization marketing concept.

AFFINITY MARKETING PROMOTIONAL STRATEGIES

Create strategic partnerships that are mutually beneficial by forming alliances with

complementary brands. Also known as partnership marketing, with this strategy, one

brands generates sales while the other creates new customers and builds brand
49
awareness.

CULT-TURAL MARKETING PROMOTIONAL STRATEGIES

The proposition of cult marketing holds reign upon the notion that a way to convert—

ahem, excite … OK, convert— consumers is by using timeless human behavioral drives

found in religious cults. Heck, fellow acolytes, nothing is more permission-, buzz- and

one-to-one-based than “ a central ideology with a parallel social universe rich with

customs.” Cult marketing is a

50
bright spot in the list of newfangled marketing templates, one that applies timeless

social- science principles in a powerful way. To the list of newfangled marketing

buzzwords, let’ s add the term cult.

Humanistic Marketing

Human needs are “ a state of felt deprivation.” They distinguish between physical

needs (food, shelter, safety, clothing), social needs (belonging and affection), and

individual needs (knowledge, self-expression). Needs are a relatively narrow set of non-

cultural states of felt deprivation.

Guerrilla Marketing

Grass root, untraditional, and low-budget methods that found involve creativity, big

crowds of people, and the element of surprise to market or promote a product, service,

brand, event, or new launch.

BRAND LOVER MARKETING PROMOTIONAL STRATEGIES

Brand Lover Marketing is a marketing concept that is intended to replace the idea of

traditional brand marketing. Brands are running out of juice and Brand Lovers are what is

needed to rescue brands. But what builds loyalty that goes beyond reason? What

makes a truly great brand stand out? Brand Lovers bring brands to life. For a brand to

elevate itself into the “ Cult Brand” category, it has to give customers a feeling of

belonging while generating strong feelings of love for its customers. Creating loyalty

beyond reason requires emotional connections that generate the highest levels of love

and a sense of belonging for your brand.

A strategic content promotion plan would help you in so many branding activities, such as:

Building communities (sub-groups of your target audience) that are exposed to

your brand, which can help your future content get social shares in its first days

after launch.

Increasing the probability that bloggers in your space would link to your content
51
(especially if your content is worth sharing to their readers).

Engaging with popular media outlets in your local and niche vertical who would

be interested to cover news or stories about your brand, which would be made

easy if they’ re attracted to new information or ideas from your content.

Generating leads/sales through referral links from popular blogs/sites and

connections built with influencers during the process of promoting your content.

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 CHAPTER III

THE INDUSTRY AND COMPANY

PROFILE

53
INDUSTRY OVERVIEW

In a society that cares about appearances consumers continually look for new,

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

companies are marketing their products to different consumer segments in order to

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

numerous benefits from their tooth pastes and manufacturers are responding

accordingly.

The Personal Care and Household Cleaning Products Industry inclues Companies that

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

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

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

Johnson & JohnsonGillette and Reckitt & Benckiser etc.

KEY MARKET PLAYERS

COLGATE-PALMOLIVE

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

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

toothpastes, and toothbrushes). The company also makes personal care products

(baby care, deodorants, shampoos, soaps) and household cleaners (bleaches laundry

products, soaps). Its other well- known brands include Palmolive dishwashing liquid

and tabs, Ajax surface cleaners, and Fab laundry detergent. Its Hills Pet Nutrition

subsidiary makes Science Diet and Prescription Diet brands of pet food. Colgate

operates in more than 70 countries and sells products in more than 200.

PROCTER & GAMBLE

The Procter & Gamble Company is the number one U.S. maker of household products,

with brands in five main categories: Baby, feminine and family care; Fabric and home

care; Beauty care; Health care and Food and Beverages. Nowadays Procter & Gamble

markets nearly 300 brands, including leading brands such us Pampers, Tide, Ariel,

54
Always, Whisper, Pantene, Bounty, Pringles, Folgers, Charmin, Downy, Lenor, Iams,

Crest, Actonel, Olay, and Clairol. P&G has sales in more than 160 countries around the

world and P&G’ s worldwide headquarters is located in Cincinnati, Ohio, USA. The

company operates 115 plants in almost 80 countries worldwide and employs nearly

98,000 people. The firm also makes pet food and

55
water filters and produces soap operas. Proctor & Gamble is not an active player in local

market tooth paste market.

GLAXOSMITHKLINE

GlaxoSmithKline, one of the top five pharmaceutical firms in the world, is the name

behind antidepressant Paxil and asthma therapies, Flovent and Servent, among the

world’ s best-selling drugs. Other international bestsellers include Avandia

fordiabetes, migraine reliever Imitrex, cancer-related nausea drug Zofran, and antibiotic

Augmentin. GSK products are also available without a prescription: OTC products

include Zantac for sour stomachs, Aquafresh & Maclense for cleaner teeth. Oxy for

skin suffering the ravages of adolescence, and Nico Derm for smokers looking to kick

the habit.

UNILEVER

Unilever is one the world’ s top packaged consumer goods companies, Unilever has

leveraged its brand-name food, cleaning and personal care products into market

dominance worldwide. Dually headquartered in London and Rotterdam, the Netherlands,

it is operated by two different holding companies, Unilever PLC (UK) and Unilever N.V.

(the Netherlands), which have separate stock listings but an identical board of

directors. Unilever is one of the industry leader in deodorants (Axe, Degree), hair care

products (Suave, ThermaSilk), prestige fragrances (Calvin Klein, Lagerfeld) and soap

(Dove, Lux ). Its other familiar goods include Q-Tips, Vaseline, Pepsodent, Close up

and Mentadent tooth pastes and laundry and cleaning products such as all Wisk and

Surf.

LOCALLY MANUFACTURED

Medicame Tooth Pate, Medipac, Forhans, English, Listerine and Sensodine tooth paste

are also increasing their market share. Medicame Listerine and Sensodyne are

medicated tooth paste. Sensitive consumer gives good consideration to medicated

56
tooth paste. However English tooth paste is very low price tooth paste. Some imported

tooth pastes are also available at super store while a variety of medicated tooth paste

is available at Medical stores. Close up and medicame are the real competitors of

Colgate tooth paste. They have reduced the market share of Colgate. Colgate tooth

paste is pioneer and innovator in the introduction of Herbal tooth paste.

57
 COMPANY PROFILE

Founded in 1806, Colgate-Palmolive is a $17.1 billion consumer products company that

serves people around the world with well-known brands that make their lives healthier

and more enjoyable.

COLGATE VALUES

Colgate’ s success is linked to the Company’ s values of Caring, Global Teamwork

and Continuous Improvement.

CARING

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

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

high ethics in all situations, to listen with respect to others and to value differences.

The Company is also committed to protect the global environment, to enhance the

communities where Colgate people live and work, and to be compliant with

government laws and regulations.

GLOBAL TEAMWORK

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

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

can the Company achieve and sustain profitable growth.

CONTINUOUS IMPROVEMENT
58
Colgate is committed to getting better every day in all it does, as individuals and as

teams. By better understanding consumers’ and customers’ expectations and

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

Colgate will become the best.

COLGATE POLICY STATEMENTS

59
 Environmental, Occupational Health & Safety Policy Statement
Code of Conduct
Business Practices Guidelines
Supplier Code of Conduct
FCPA and Anti-bribery Policy
Product Safety Research Policy
State of California Disclosure: Supply Chain Transparency
Material Safety Data Sheets (U.S.)
Global HIV/AIDS Policy Statement

HISTORY

In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap

and candle factory on Dutch Street in New York City under the name of "William

Colgate & Company". In the 1840s, the firm began selling individual cakes of soap in

uniform weights. In 1857, William Colgate died and the company was reorganized as

"Colgate & Company" under the management of Samuel Colgate, his son. In 1872,

Colgate introduced , a perfumed soap. In 1873, the firm introduced

its first toothpaste, aromatic toothpaste sold in jars. His company sold the first

toothpaste in a tube, , in 1896. By 1908 they initiated

mass selling of toothpaste in tubes.

1806
William Colgate starts a starch, soap and candle business on Dutch Street in New York

City. 1817

First Colgate advertisement appears in a New York

newspaper. 1820

Colgate establishes a starch factory in Jersey City, New

Jersey. 1857

Upon the death of founder William Colgate, the company is reorganized as Colgate

& Company under the management of Samuel Colgate, his son.

1866

60
Colgate introduces perfumed soap and

perfumes/essences. 1873

Colgate introduces toothpaste in jars.

1879

Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the Mennen Company.

61
1896
Colgate introduces toothpaste in a collapsible tube.

1900

Colgate wins top honors for its fine soaps and perfumes at the World’ s Fair in

Paris. 1902

Stylish Palmolive advertising begins, emphasizing ingredient purity and product

benefits. 1906

Colgate & Company celebrates its 100th anniversary. Product line includes over 800

different products.

1908
Colgate is incorporated by the five sons of Samuel Colgate. Ribbon opening added to

Colgate tube: “ We couldn't improve the product so we improved the tube.”

1911
Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and

provides hygienists to demonstrate tooth brushing.

1912
William Mennen introduces the first American shaving cream tube.

1914

Colgate establishes its first international subsidiary in

Canada. 1920

Colgate begins establishing operations in Europe, Asia, Latin America and

Africa. 1928

Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet

Company. 1930

On March 13, Colgate is first listed on the New York Stock

Exchange. 1939

Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from

kidney disease. This breakthrough leads to the first hill's Prescription Diet product.

1947
Ajax cleanser is launched, establishing a powerful now-global brand equity for

cleaning products.
62
1953
Colgate-Palmolive Company becomes company's official name.

63
1956
Colgate opens research center in Piscataway NJ.Fabric conditioner is launched in

France as Soupline. Today, fabric conditioners are sold in over 54 countries around the

world.

1966
Palmolive dishwashing liquid is introduced and today it is sold in over 35

countries. 1968

Colgate toothpaste adds MFP Fluoride, clinically proven to reduce

cavities. 1970

Irish Spring launches in Germany as Irische Frühling and in Europe as Nordic Spring. In

1972, Irish Spring is introduced in North America.

1972
Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral

Pharmaceuticals. 1975

Caprice hair care launches in Mexico. Today, hair care products are sold in over 70

countries, with variants to suit every type of hair need.

1976
Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet

nutrition and veterinary recommendations.

1983
Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are

sold annually worldwide. If you lined them up end to end, they would circle the globe 16

times.

1985
Protex bar soap is introduced, and today offers all-family antibacterial protection in

over 56 countries. Colgate-Palmolive enters into a joint venture with Hong Kong-based

Hawley & Hazel, a leading oral care company, which adds strength in key Asian

markets.

1986
The Chairman's You Can Make A Difference Program is launched, recognizing innovation

and executioner excellence by Colgate people.

64
1987
Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation.

Today, Colgate is the global leader in liquid hand soap.

1989
Annual Company sales surpass the $5 billion mark.

1991

65
Colgate acquires Murphy Oil Soap, the leading wood cleaner in the U.S. Today, its

product portfolio has expanded to include all-purpose cleaners, sprays and wipes.
1992
Colgate acquires the Mennen Company. Today, Mennen products are sold in over 52

countries. Colgate Total toothpaste introduced.

1995
Colgate enters Central Europe and Russia, expanding into fast-growing markets.

Colgate acquires Kolynos Oral Care business in Latin America and launches

market-leading Sorriso toothpaste.

1996
Bright Smiles, Bright Futures oral health education program expands to 50 countries, and

today reaches over 50 million children annually.

1997
Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market

leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral

health problems.

2004
Colgate acquires the GABA oral care business in Europe, with its strength in the

important European pharmacy channel and its ties with the dental community.

2006
Colgate enters the fast-growing Naturals segment by purchasing Tom’ s of Maine, a

leader in that market in the United States.

Today …

Today, with sales surpassing $15 billion, Colgate focuses on four core businesses:

Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now sells its products

in over 200 countries and territories worldwide.

66
COMPANY PRODUCT

ORAL CARE

Toothpastes
Tooth brushes
Kids products

67
 Whitening product
Over the counter
PERSONAL

Men’ s & women’ s Antiperspirant and Deodorant

Bar soap
Body wash
Liquid hand wash
Toiletries for men
HOME CARE

Dishwashing
Fabric
Conditioner

Household
Cleaners

Institutional products
PET NUTRITION

Science Diet
Prescription Diet

Toothbrush:-

Colgate 360
Colgate Navigator Plus
Colgate Sensitive
Colgate Extra-Clean Gum Care
Colgate Massager
Colgate Kids 2+
Colgate Zig Zag

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Colgate Dental Cream:-

Colgate Total 12
Colgate Sensitive

69
 Colgate Max Fresh
Colgate Kids Toothpaste
Colgate Fresh Energy Gel
Colgate Herbal
Colgate Advanced Whitening
Colgate Cibaca Family Protection
Colgate Active Salt.

ABOUT THE PRODUCT

COLGATE SENSITIVE TOOTHPASTE

Colgate Sensitive toothpaste is medicated toothpaste. This toothpaste is effective

a against Sensitive teeth.

Wouldn't you love a sensitivity toothpaste that not only relieves the immediate pain,

but goes beyond sensitivity relief to provide proven protection, fresh breath and whiter

teeth? New Colgate Sensitive, a sensitivity toothpaste that gives you more: fast relief,

proven protection, fresh breath and whiter teeth. Always read the label.

What Is Sensitivity?

Many adults suffer from sensitive teeth. Cold, heat and high sugar

concentrations can alter the fluid dynamics in microscopic tooth tubules, which in turn

stimulate the nerve deep inside the tooth causing pain and discomfort.

How Can Colgate Sensitive Help?

Colgate Sensitive's Potassium Citrate formula soothes the nerve ends and with

regular use builds a protective shield, providing both immediate relief from sudden

shocks of pain and long term sensitivity protection with regular use.

Fight pain to sweet/sour/hot/cold foods by desensitizing nerves.

Helps maintain the natural whiteness of your teeth.

70
Significance inhibitory effect on the formation of supra-gingival calculus.
Has a pleasant taste.

71
INTRODUCING COLGATE SENSITIVE TOOTHPASTE

It gives you fast relief from sensitivity pain, lasting protection with regular use, proven

protection against cavities and plaque, fresh breath and gently restores the natural

whiteness of your teeth. Its advanced formula contains potassium citrate that

provides fast soothing relief. Colgate Sensitive is available in 50ml and 75ml tubes

and 100ml pumps.

Colgate Sensitive Multi Protection offers complete protection for sensitive teeth. With

unbeatable protection for sensitive teeth whilst also protecting teeth and gums, thanks

to its clinically proven bacteria fighting system.

Colgate Sensitive Toothpaste 100g sensitivity relief and fluoride protection, as well as a

great taste and fresh breath, for patients suffering from dental hypersensitivity.

Colgate sensitive is a toothpaste containing potassium nitrate, which has a direct

desensitising effect on the pulp nerve fibers of the tooth. Potassium nitrate is clinically

proven to actively relieve tooth sensitivity. Colgate sensitive also contains fluoride to

provide everyday care. Fluoride is proven to protect against cavities, and with regular

brushing, it helps fight plaque. Its foaming ingredients ensure effective cleaning.

Active Ingredients:

Potassium Nitrate
Copolymer/ Pyrophosphate
Sodium Monoflurophosphate.
Dosage:

Adults and children 12 years of age and older: apply approximately a 2.5cm strip of the

product onto a soft toothbrush. Brush thoroughly for at least one minute twice a day

(morning and evening) or as recommended by a dental professional. Make sure to

brush all sensitive areas of the teeth.

Warnings:

Do not swallow. Children under 12 years of age: use only on the advice of a dentist or

doctor. If sensitivity persists, see your dentist.

72
COMPETITORS OF THE COMPANY
As the company is in the market, the company has to face the competition from many

other companies. Colgate is also not an exception for that and company has following

direct competitors

73
DIRECT COMPETITORS:

Emoform

Sensitive teeth, inflamed and slightly bleeding gums The active ingredient potassium

nitrate is the only substance classified by the FDA as a safe and effective tooth

desensitizer. With regular brushing of the teeth, the patient experiences a marked

alleviation of pain after 1-2 weeks and an improvement in the condition of the

inflamed gums.

For the acute stage of painful and sensitive tooth necks, inflamed and mild

bleeding of the gums

For the regular long-term care of sensitive teeth, prevention of dental decay

and periodontitis

Thermoseal

Sensodent

Thermo kind-f

Pepsodent

HUL

Sensoform

P&G

COMPETITOR’ S ANALYSIS

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

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

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

possible to determine the markets it is targeting. For example, if competing

businesses are advertising in Southern Living, they are targeting affluent, middle age

females. However, if they are advertising in the sports section of a metropolitan

newspaper, they are most likely targeting males. In addition to collecting information

on the markets they are targeting, a competitor analysis can reveal packaging

74
preferences, target market information, pricing strategies, distribution channels and

marketing strategies. Simply evaluate the products and services your competitor is

providing. Are they producing family packs or individual serving sizes of their

processed food product? How are they getting their products to their customers? Are

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

focused on convenience, quality or quantity? What type of packaging material are they

using?

75
 Price of available competitors in market

Theromoseal 100 gm, 50gm Rs 54 , Rs 28 Strontium

chlorid

e hex hydrate

Sensodent-K 100 gm, 50gm Rs 65, RS 42 Potassium nitrate

Emoform 150gm, 100 gm, RS 50, RS 63, RS Potassium nitrate

50gm
30

Thermokind-F 100 gm, 50gm RS 43, RS 24 Potassium nitrate 5%

w/w,

sodiu

Monoflurophosphate

0.7 % w/w, triclosan

0.3 % w/w

COMPANY PERFORMANCE

Colgate's long history of steady growth and strong performance comes from a strategy

of tight focus on global brands in four core businesses: Oral Care, Personal Care,

Home Care and Pet Nutrition. Among the Company's goals for 2010 are to: Remain the

undisputed global market leader in Oral Care. Become the undisputed global market

leader in Specialty Pet Nutrition Become a stronger global No. 2 competitor in Skin

Cleansing, leading in liquids and successful in other large Personal Care categories

Become a stronger regional leader in selected Home Care categories Colgate

becoming ever more streamlined and sustainable as we progress toward a truly global

supply chain, providing us with greater flexibility and increased cost efficiencies. Since

2004, Colgate has reduced the number of manufacturing plants worldwide by over

25%, which includes five new state-of-the-art facilities. These new factories are

environmentally friendly, making more efficient use of energy, water, materials and

land.
76
By developing the full potential of all Colgate people and demonstrating our

commitment to our stakeholders’ health and wellness.

By growing consistently and responsibly, continuously meeting or exceeding our

financial goals and focusing on product sustainability.

77
By maintaining our commitment to our environmental targets and expanding our

focus on water quality and availability.

PERFORMANCE

199 199 200 200 200 200 200 200 200 200
8 9 0 1 2 3 4 5 6 7
Global 8.66 8.80 9.00 9.08 9.29 9.90 10.5 11.3 12.2 13.7
Sales 1 1 4 4 4 3 84 97 38 90

THE MARKET SIZE & THE MAJOR PLAYERS ARE:-

Category Major Players Market share (In

billions)
SKIN CARE HLL 13
Personal Wash HLL 46
Hair care MARICO 28
Oral care COLGATE 23

OVERVIEW OF PERSONAL CARE

5
0
%
4
5
%
4
Ser
0
%
3
5
HLL HLL MARICO

SKIN PER HAIR CARE ORAL

SNA

The Oral Care Market Can be Segmented Into

Toothpaste - 60%
Toothpowder - 23%
Toothbrushes - 17%

78
 Chart
Title
TOOTH TOOTH

2
6

This Segment is characterized by high entry barriers, a few major players, high

advertisement spending, and frequent product variant launches. The major players in

this segment are:

Colgate-Palmolive

Hindustan Lever Ltd.

SNAPSHOT OF THE COMPANY

Date of Establishment 1937

Revenue 347.188 ( USD in Millions)

Market Cap 111160.5286158 ( Rs. in Millions )

Corporate Address

Colgate Research center,

Main Street, Hiranandani Gardens, Powai Mumbai-400076, Maharastra

www.colgate.co.in

Management Details

Chairperson- J.

Skala MD- R. D.
79
Calmeyer CEO:

80
Directors - Derrick Samuel, J K Setna, J Skala, K V Vaidyanathan, M A Elias, P K Ghosh,

R A Shah, R D Calmeyer, V S Mehta

No. of Employees 38,100

Common Issue Type CS

Countries/territories of sales

200+ Countries with operation

80

81
 CHAPTER IV

DATA ANALYSIS AND

INTERPRETATION

82
 DATA ANALYSIS AND INTERPRETATION

On the basis of questionnaire we have analyzed the response of Retailers & Dentist

where the questionnaire was filled up by the Dentist and retailers had tried to put

analysis in graphical form.

1. Are you aware about the Colgate Sensitive?

Yes – 30%

No – 70%

Y
e
s
3
0
%

N
o
7
0
%

Graph 1: Showing the awareness of customer towards Colgate Sensitive

INTERPRETATION

The above table analysis the awareness of customers towards Colgate sensitive,

where in 30% of the respondents are aware of it and 70% are not aware of this product.

Awareness of Colgate sensitive is very low in market of Aurangabad.

83
 2. Which of the following aspects promotes you to prefer/buy a particular brand??
a) Quality 55%
b) Brand 20%
c) Availability 15%
d) Price 10%

3
Preferance to

Qu Brand Availability

Graph 2: Shows buying decision factor of Colgate sensitive.

INTERPRETATION –

The above table analysis shows the decision making factor for the customers to buy

toothpaste. Most of the customers go according to the quality 55% of the respondents

cannot compromise with the quality. 15% take the product which is easily available,

where as 20% looks at the brand and 10% are conscious about the price.

84
Q.3. which of the following brands are offered by retailer to customers?

(A) Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Other

Brand that retailer offer to

Colg Senso Emoform Thermokind Ot

ate

Graph 3:

INTERPRETATION –

The above table analysis shows the Retailers brand preference in selling toothpaste to

customer. Most of the customers go according to the brand, they sell Emoform to 35%

of the respondents. Colgate-sensitive to 15% of the respondents. And rest at different

percentage to the respondent.

85
 Whether advertisement plays a very vital role in developing the

brand? Customer opinion No. of Respondents

YES 79

NO 21

Role of

8
0
%

6 Role of

2
0
%
Y

Graph 5: Shows role of advertisement in developing a brand.

INTERPRETATION –

The above table analysis the affect of advertisement in developing the brand, where

79% of the respondents are agreed that advertisement is necessary in developing the

brand, whereas 21% of the respondents do not think that the product needs

advertisement.

86
 Do you think the company need advertisement to promote Colgate

sensitive? Customer opinion No. of Respondents

YES 72

NO 28

Need of Advertisement for

8
0
%
7
0
%
6 Need of
Advertisement for
0

2
0
%
1
Y

Graph 5: Shows need of advertisement for promoting Colgate sensitive.

INTERPRETATION –

The above table analysis the need of advertisement for promoting tooth paste and

toothbrush, where 72% says that the product needs advertisement for promotion and

28% of the respondents do not think that the product needs any advertisement.

87
 which of the following brands would you prefer if looking for a

medical/herbal toothpaste?

Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Vocco

(F) Other

MARKET OF MEDICATED
PASTE IN
AURANGABAD
COLGATE SENSITIVE SENSODENT
THERMOKIND SENSOFORM

6
10%

1
1

1 2

Graph 6: - Shows share of different medicated toothpaste in Aurangabad.

INTERPRETATION –

In Hyderabad Thermo seal and Sensodent has good command over market. Colgate

has brand image as normal toothpaste not as medicated Toothpaste.

88
 Which of the following Tooth brush available:

Oral-B (B) Colgate Sensitive

(C) Pepsodent (D) Other

MEDICATED BRUSH
6
0
%

5
0
%
Ser
2
0
%

1
OR COLG PEPSO OT
ATE

Graph 7:- Shows share of different medicated toothbrush in Aurangabad.

INTERPRETATION –

In case of toothbrush oral-B has very good command over market. Colgate sensitive

toothbrush is also doing well in Hyderabad market.

89
 Which of the following brands are prescribed by the doctors.

Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Vocco

(F) Other

DOCTOR
THEROMSEAL THRMO SENSOD
COLGATE KIND ENT
SENSITIVE

5 5
1 3
5

Graph 8:

INTERPRETATION –

Doctor prescription is more for Thermo seal and Thermokind. In case of Colgate

sensitive it is very low i.e. 5% only. This is one of the strong reasons behind failure of

Colgate sensitive

90
 How satisfied are you with the brand Colgate-Sensitive.

Satisfied (B) Unsatisfied

CONSUMER

90%

80%

70%

60%

50% Ser
40%

30%

20%

10%

0%
SATISFIED UNSATISFIED SATISFIED UNSATISFIE
D
PAST BRUS
E H

Graph 9:

INTERPRETATION –

A consumer satisfaction in case of toothpaste is very low, where in case of toothbrush it

is very high.

91
 Are you aware of the utility of Colgate-Sensitive.

Aware (B) Unaware

AWARENESS ABOUT ORAL

7
0
%
6
0
%
Ser
5
0
%

AWARE
NOT

Graph 10:

INTERPRETATION –

In semi urban areas like Hyderabad awareness regarding oral care is less, which

affects the performance of medicated toothpaste and toothbrush.

92
 As a retailer are you convinced towards the quality of Colgate Sensitive?
Convince
Not-Convince

RETAILERS
RESPONSE

Convince Not-Convince

25%

75%

Graph 11:

INTERPRETATION –

Most of the retailers convince about the quality of Colgate sensitive. This good

response will definitely help the brand in market.

93
 CHAPTER V

----------------------------

FINDINGS

SUGGESTIONS

CONCLUSIONS

94
 FINDINGS:-

Retailers Perception

The retailers have always given the feedback as consumers often buy the medicated

tooth pastes only after the recommendation of a dentist.

Example Thermoseal. They cannot convince the consumers to buy a different product

even after it is associated with Colgate. Colgate as a brand has created an image of a

normal toothpaste and not as a medicated toothpaste.

Brand awareness with respect to its competitors

Colgate Sensitive has low brand awareness as most of the customers purchase the

tooth paste on the recommendation of the dentists and currently not doing well in the

market as it is often seen as a normal toothpaste.

Distribution Channel

The product is dispatched from the company to Depot in Hyderabad from which it is

transferred to regional Stockiest which distribute them to retailers (Medical Stores)

and then it brought by consumers.

the feedback given to us by the retailers as well as the distributors.

The problems faced by them are mentioned below:

During the survey it was found that still there are 80% people who have not

tasted Colgate sensitive.

Lake of Awareness in consumers. Many people are not known about Colgate sensitive.
When we interviewed people then many of the people cannot recall Colgate

sensitive advertisement. It shows Lake of Advertisement or advertisement is not

timely given or advertisement is not given on right time.

There is lack of Sales Promotional Activities i.e. free sample.

Problems of Distributor:-

95
Salesmen are not readily available.
It’ s very difficult for them to arrange a new salesman if old one leaves job.
Stocks are being purposely dumped by the organization.

96
 Availability of stock.

Problems of Retailers:-

Margins provided to them are not sufficient.

Distributors most the times don’ t provide service in time, in return they have to

face loses.

Distributors show their monopoly.

Schemes are rarely provided to them.
Replacements are hardly provided to them.

97
 SUGGESTIONS

Company should take care that the promotional schemes which are introduced

by them for retailers are reaching them; there have been many cases where

most of the distributors don’ t provide schemes to the retailers and thus

retailers are at loss and eventually they start reducing the purchase of Colgate

products which directly affects the sales of company. This matter should be

taken seriously by the company and should be worked upon immediately.

In order to maintain and increase the sales in the city of Aurangabad, the

following recommendations regarding Colgate sensitive; particularly regarding

advertisement, distribution, promotional policies, etc, are hereby suggested.

First and foremost Colgate should take proper action in order to improve service.

Company should launch Colgate sensitive toothpaste in new attractive packing

to change image of Colgate sensitive toothpaste in consumers mind.

Company should introduce sales promotion schemes.

Establish good relationship with dentist because the source of demand for

medicated paste is dentist.

Conduct the awareness campaign of Colgate sensitive.

98
 Improve the distribution network & publicity of the brand.

Small pack of Colgate sensitive should be provided for rural market.

CONCLUSIONS
Since Colgate Company is well established in the market and its products have high

demand in the market taking an undue advantage of this the distributors create

monopoly in the market. Considering this point the separation of Colgate Sensitive as

a separate business line in the market is really good as it breaks the monopoly of the

well settled distributors in the market and this has helped us to understand the actual

functioning of an organization as we were a part of it. The retailers if given good range

of margin will also help in increasing the sales of the products to some extent as at a

certain level the retailers do control the sales of the products in the retail market.

The survey resulted into following conclusions:

Colgate must come up with new promotional activities such that people

become aware about Colgate Sensitive.

Quality is the dominating aspect which influences consumer to purchase

Colgate product, but prompt availability of other brands and aggressive

promotional activities by others influences the consumer towards them and

also leads to increase sales.

In comparison to Colgate sensitive, the other players such as thermo seal,

Sensodent, oral-B provides a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Colgate sensitive brush

but for the existence in the medicated toothpaste market Colgate has to use

aggressive selling techniques.

99
BIBLIOGRAPHY

100
 BIBLIOGRAPHY

Abela, Andrew V. "Marketing And Consumerism". European Journal of Marketing

40.1/2 (2006): 5-16. Web. 6 May 2015.

Christopher, Martin, Adrian Payne, and David Ballantyne. Relationship Marketing.

Oxford, U.K.: Butterworth-Heinemann, 2008.

Krishna Aradhna (1991), “ Effects of Dealing Patterns on Consumer Perceptions of

Deal Frequency and Willingness to Pay” , Journal of Marketing Research (JMR),

Nov, Vol. 28 Issue 4, p441, 11p.

Gupta Sunil (1993), “ Reflections on ‘ Impact of Sales Promotion on When What

and How Much to Buy” , Journal of Marketing Research (JMR), Nov, Vol. 30 Issue 4,

p522,, 3p.

WEBSITES

1. https://product2market.walkme.com/3-product-promotional-strategies-guarantees-success/

3. https://study.com/.../promotion-strategies-in-marketing-examples-lesson-quiz.html

4. https://product2market.walkme.com › Product Marketing

5. https://www.universalclass.com/articles/business/marketing-strategies-pro

motion- advertising-and-public-relations.htm

101
QUESTIONNAIRE

102
 QUESTIONNAIRE

Name of the Chemist: City:

Address: Contact No.

Are you aware about the Colgate Sensitive?

Yes

No

Q. 2. Which of the following aspects promotes you to prefer/buy a particular brand??

a) Quality
b) Brand
c) Availability
d) Price

Q.3. which of the following brands are offered by retailer to customers?

(A) Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Other

Whether advertisement plays a very vital role in developing the

brand? Customer opinion

YES

NO

Do you think the company need advertisement to promote Colgate

sensitive? Customer opinion

YES
103
NO

104
 which of the following brands would you prefer if looking for a

medical/herbal toothpaste?

Colgate Sensitive (B) Sensodent

Which of the following Tooth brush available:

Oral-B (B) Colgate Sensitive

(C) Pepsodent (D) Other

Which of the following brands areprescribed by the doctors.

Colgate Sensitive (B) Sensodent

(C) Emoform (D) Thermokind

(E) Sensoform (F) Vocco

(F) Other

How satisfied are you with the brand Colgate-Sensitive.

Satisfied (B) Unsatisfied

Are you aware of the utility of Colgate-Sensitive.

Aware (B) Unaware

As a retailer are you convinced towards the quality of Colgate Sensitive?

(C) Convince (B)Not-Convince

105