Research Report

On
COSTOMER SATISFACTION TOWARDS THE COLGATE

Submitted in partial fulfillment of the requirement for the

degree

Master of Business Administration

Session-2014-2015
Academic guide:

Submitted to:

Mr. Rajendra Tiwari

Mrs. Sharmila Singh

Assistant professor

MBA (HOD)

AITM VARANASI

AITM VARANASI
Submitted by:
Devi Dayal Vishwakarma
nd
MBA 2DECLARATION
year

Roll no. (1364170012)

I Devi dayal vishwakarma hereby declare that the research report entitled
COSTOMER SATISFACTION TOWARDS THE COLGATE Submitted in partial
fulfillment of the requirement for the Award of the degree of MBA. It is the
original work of mine and not submitted for the award of any degree or
similar title or prize.

Devi dayal vishwakarma

MBA IV Semester
Roll No.-1364170012

PREFACE
The report research is based on customer satisfaction towards Colgate toothpastes.
We carried quite in one of the concern of Colgate thought me. The research report consists of
description of the concept of Advisor recruitment. In this research report we also apply research
methodology, the interpretation & analysis of the questionnaire gives the final result & conclusion.

Devi Dayal Vishwakarma

MBA 2ND YEAR.
Roll No.-1364170012

ACKNOWLEDGEMENT
This research report of mine has imprints of all those who formally or informally helped me to
developed it. My hearties thanks to all of them.
I hereby express my heartiest gratitude to my research report guide, Mr. Mr.Rajendra Tiwari,
assistant prof., for giving me an opportunity to complete my project report under his supportive
guidance. I am very grateful to him for his valuable suggestion and for sharing with me his past
experience related to the project.
I am also very thankful to our Director of Ashoka institute of technology and management
pahariya Varanasi, Prof. P.S. dubey for his generous cooperation and guidance without
which it would not have been possible for me to complete my work.
I also thankfull to all my faculty members, all my friends and the people who are directly or
indirectly related to project and helped me out for completing my work successfully.

Devi Dayal Vishwakarma

MBA 2ND YEAR.
Roll No.-1364170012

CONTENTS

INTRODUCTION ...02

COMPANY PROFILE.05

PRODUCT AND SERVICES..54

COMPETITOR................................60

SWOT ANALYSIS...65

COMPARATIVE STUDY....68

OBJECTIVE OF STUDY.77

RESEARH METHODOLOGY..79

QUALITATIVE ANALYSIS.82

SUGGETION..95

CONCLUSION...98

LIMITATION..........................100

QUESTIONNAIRE.102

BIBLIOGRAPHY...10

INTRODUCTION
WILLIAM COLGATE
1783-1857

As early as 3000 B.C. Egyptians used toothpastes fashioned from twigs. In the 20th
century a major design advance occurred in 1938 with the launch of Dr. Wests Miracle
Tuft toothbrush, the first nylon bristle brush. Until the late 1970s toothpastes were
widely viewed by consumer as a commodity and were primarily purchases on price. The
involvement remained low and the companies also treated their toothpastes as an
extension, to get their consumers to use their toothpastes. Typically in the Indian market
the percentage of toothpastes users has slowly inched upwards. As it has always been
associated by the non-users as a non-essential item more so because of their fierce loyalty
to the margosa twigg (Datun) and the index finger. The market of late has been the entry

i . exe

of several foreign players and the marketing game has assumed a totally new dimension.
Companies are trying to shift to PULL strategy of long term returns and the inclination
of consumers to shell out a few rupees extra to ensure a more wholesome care of their
teeth and gum. This has resulted in rapid growth in value terms. Added to this is the
initiative of the companies to focus on expanding the market by bringing the over 65%
non-users in their consumer fold. With such vast potential to be exploited, the entry of
several new players with their innovative ideas and experience in similar developing
markets, the industry is likely to see a lot of action in the immediate future.

Colgate Palmolive Company is an American diversified multinational

corporation focused on the production, distribution and provision of household,
healthcare and personal products, such as soaps, detergents, and oral hygiene
products (including toothpaste and toothbrushes).

Under its Hills brand, it is also a manufacturer of veterinary products. The

companys corporate offices are on Park Avenue in New York City, across from
the Waldron Astoria.

In India, it operates under the name as Colgate-Palmolive (India) limited and its
head office is at Mumbai.

Colgate Palmolive is a $10.6 billion global company serving people in more than 200
countries and territories with consumer products that make lives healthier and more
enjoyable.

COMPANY PROFILE

Company name

Colgate Palmolive Ltd.

Date of Establishment

23-09-1937

Revenue

632.253 (USD in Millions)

Market Cap

111160.5286158 (Rs. In millions)

Corporate Address

Colgate Research Centre,

Main Street
Hiranandani Gardens
Powai, Mumbai-400076,
Maharashtra
www.colgate.co.in

Management Details

Chair person - J Skala

MD R D Calmeyer
Directors Derrick Samuel, J K Setna, Skala,
K V Vaidyaanathan, M Elias, PK
Ghosh, R A Shah, V S Mehta

Business Operation
Background

Household &Personal Products

Colgate-Palmolive is Rs 1.300 crore companies
Started in year 1937. In Rs 2,400 crore
Domestic market it enjoys 50% of markets
Share. It spread across 4.5 million retails
Outlets out of which 1.5 million are direct
Outlets.

Financials

Total Income Rs 20606.60 Million (year

Ending Mar 2014)
Net Profit Rs 4232.60 Million (year Ending Mar
(2014)

Company Secretary

Niket Ghate

COLGATE PALMOLIVE INDIA

Headquarter in Mumbai.

Annual Turnover around 1100 corers.

Market leaders in oral care.

Colgate consistently won India no 1 brand of the year award from last three
Years.

Colgate ranked among best employer in India.

Customer base of more than 8 lacks retailers.

Serviced by company field force, more than 1800 stockiest & super stockiest
& their field force.

Colgate is the brand that people trust, for complete oral care protection for themselves
and ones they love.
A household name for paste and tooth powder, Colgate Palmolive (India) was established
on 23rd September 1937 as a private limited company in Bombay, as a wholly owned
subsidiary of Colgate Palmolive Co. Of USA Initially it started with trading activity and
later set up manufacturing operations in 1949 at Sewry (Bombay). The company became
a public limited company on 5th October 1978. In 1990-91 the company commissioned
facilities for fatty acid and toilet soap at Waluj (Aurangabad). The plants at Sewri and
Waluj manufacture oral care products like dental creams, tooth powder tooth brushes and
personal care products like toilet soaps, shampoo, which is marketed under various brand
names such as Colgate, Palmolive, Halo, Protex and Charmis.

The companys

distribution network covers 1700 stockiest and 4, 50,000 retailers with ware house
facilities in Mumbai, Calcutta, Delhi, Hyderabad, Lucknow and Madras (and a new
addition at Faridabad). The company has its own Research and development facilities
and had also been getting the R&D benefits of the parent company. It has a well
established quality Control Department at Sewri & Waluj. For 40 years, since inception
till 1978, Colgate was carrying on its business in India with a paid up capital of Rs. 1.5

lakh made up of 1500 equity shares of Rs. 100 each, when it was increases to Rs. 1.96
crore, by a bonus issue in the ratio of 130:1. To comply with the FERA regulations,
Colgate Palmolive, USA diluted its share holding to 40% in the Indian company, through
an offer of sale to the Indian public in October 1978. Following FERA relaxation, the
foreign shareholding was increased from 40% to 51% in September 1993.
Colgate Palmolive (CP) is a global leader in household and personal care products. In
1991, it had sales of $ 6.06 billion and a gross profit of $ 2.76 billion, its world wide
R&D expenditures were $ 114 million and media advertising expenditure totaled $ 428
million.
Colgate Palmolives five year plan for 1991 to 1995 emphasized new product launches
and entry into new Geographic markets, along with improved efficiencies in
manufacturing and distribution and a continuing focus on core consumer products. In
1921 $ 243 million was spend to upgrade 25 of Colgate Palmolives 91 manufacturing
plants, 275 new products were introduced world-wide; several strategic acquisitions (e.g.
of the Mennen mens toiletries company) were completed and manufacturing began in
China and Eastern Europe. Since 1985, gross margins had climbed from 39% to 45%
while annual volume growth since 1986 had averaged 5% International sales Colgate
Palmolives strong unit, accounted for 64% of sales and 6% of profits in 1991.

COMPANY HISTORY

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.

1873 - Colgate introduces toothpaste in jars.

1879 - Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming

the Mennen Company.

1896 - Colgate introduces toothpaste in a collapsible tube.

1902 - Stylish Colgate advertising begins, emphasizing ingredient purity and

product benefits.

1906 - Colgate & Company celebrates its 100th anniversary. Product line includes
over 800 different products.

1911 - Colgate distributes two million tubes of toothpaste and toothbrushes to

schools, and provides hygienists to demonstrate tooth brushing.

1914 - Colgate establishes its first international subsidiary in Canada.

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.

1956 - Colgate opens corporate headquarters at 300 Park Avenue in New York
City.

1968 - Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities.

1972 - Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral
Pharmaceuticals.

1985 - 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.

1989 - Annual Company sales surpass the $5 billion mark.

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

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.

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.

COMPANY STRATEGY - ORAL CARE AND TOOTHBRUSH

INDUSTRY IN PARTICULAR
Volume is the key says Richard Usuquen, VP Marketing Colgate Palmolive (India) Ltd.
To expand the market in all ranges, CP has an ongoing RURAL VAN PROGRAMME
and SCHOOL PROGRAMME covering 14 million villages and 80 million consumers;
teaching people brush or even clean their teeth with the fingers. CPs action centering
around finely balancing the urban market - (59.5%) and rural markets (68% share). So
while the company has introduced such premium packaging as stand up toothpaste tubes
with flip-up caps in the urban market, it is also selling sachets of Colgate dental cream at
low prices.
This focus on volumes is also evident in the toothpastes market, estimated at 400 million
units per annum. C-P is the toothpastes leader in India with an approximately 60%
market share, but since 95 it is facing challenges from HLL which has already garnered
8% market share.
Usuquen says The penetration of brushes in India is very low, so more than market
share, it is important to grow the market. To that end CP has actively introduced line
extensions across all three segments - economy, middle and premium since last year. At
the entry level it has adopted the sleeve packaging, with no individual cases. The focus is
on driving volumes through the price-sensitive segment. The mid-price market has been
the introduction of the HIGH KLEEN range, while the upper end has seen the zig - zag
and Double - Action launches.
For the economy segment, a price focus has been adopted. On offer are five toothbrushes
each from the CP and Cibacca stables to rural consumers, at prices low enough to
generate trial. For the urban market, the focus is on maintaining novelty value by
introducing new variants and added features.
Whatever is new, people buy. So the idea is to accelerate choice through a variety of
product features.

CPs perception of the Indian market is of one where people welcome change but
clamour for high end products at cheaply prices. The answer to this conundrum as per the
companys strategy is to
..... Optimize cost and formulation and the processes and come up with efficient
manufacturing to answer this . CPs strategy is to pour in a lot of investment in the
Indian market in terms of capital expenditure and organizational support and each out to
the deepest interiors.

SEGMENTATION
The toothpastes industry can be regarded as a component of the Oral Care industry which
broadly comprises tooth paste, mouth wash and floss, besides toothpastes and a large
unorganized naturally available cleaning mediums viz. Index Finger, Neem twigs etc.
But Colgate Plus need not to bothered about latter as it operates in a different category.
The toothpaste industry can be segmented in the basis of social class & income group
(Demographic Segmentation), price (Product segmentation), benefit (behavioral
segmentation), the last being the most important.

DEMOGRAPHIC SEGMENTATION ACCORDING TO PRICE

Segment

Category

Brands

Characteristic

Low income rural class

Economy

Promise, Cibaca

Looking for low price

Middle

income

group Standard

Colgate

Classic

Value for money

semi urban consumer

Pepsodent popular

Upper

Colgate Plus, Classic, High quality cleaning

middle

income Premium

urban consumers
Upper

class

Ajay, Royal
urban Super

sophisticate

Premium

Oral

B,

efficiency
Aquafresh, Unique,

Jordan, Close Up

attribute,

dentists
recommendation

The last two categories merge, since Colgate Plus is intelligently positioned in between
the two to maintain a high quality in age as well as encourage switches from standard
category to up grade

PSYCHOGRAPHICS

Variations in

Jazzy looks, Transparent

Simpleton looks,

Mix of the two :

Product

handle Flashy colours

Modest packaging,

transparent handle but

Superior Packing

Solid colours

not very flash

packaging.

Urban sophisticate

Chooses with care, sports

Abhors

Abhors

Some times this

it as a status symbol
while interacting in
group travels
Semi urban Non

Aspires for it, but finds it

Very often goes for

Chalant User

difficult to afford; tries it

this as it serves is

seldom

purpose without
much expenditure

Rural User

Does not have

Is the only option

Generally cant afford

access/cant think of

Datun

this either

Tooth brushes

Oral B, Jordan, Aqua

Promise, Forhans

Cibaca, Ajanta, Ajay

brands

fresh etc.

etc.

etc.

The overall response reflects a gradual move in the direction of the premium to super
premium segment as it is once in three months/four months purchase, thus being
successful in luring all customers (except the rural user who are a small minority of the
Market) to try out the ones that are places at a higher price on account of their trendy
looks and overall appeal of style and splendor.

BENEFIT SEGMENTATION
User Characteristic

Invalid oral health consumer Involved oral health Uninvolved

Therapeutic Brushers

Consumer Cosmetic Health

Brushers

Oral

Consumer

Non-chalant

Product

Brushers
Search functionally superior Search for product Views products as

Differentiater

product with many attributes.

that

effectively same

delivers
Advertising appeal

by Relatively

dentist recommendation or promotion,

Buying behaviour

of

cosmetic interest

benefits
Put off by hard sell Prefers Influenced
informed opinion

Lack

hammering

unaware

of ads can at most be

on

a influenced by price

USP
offs, package deals
Buys for himself, will go to a Buys and uses for Buys for family.,
specialised store

himself. Will not go will pick up any

beyond a large shop, brand available.

Regularity of usage

Brushes after every meal

supermarket
Brushes
mostly At most once a day
once,

Brand loyalty
High
Price (Willing to >20

twice
Low
15-20

pay)
Major Brands

Colgate

Jordan, Oral - b Indicator

sometimes
Nil
<12/0q
Plus, Colgate,

Pepsodent Perfect

Classic,

Cibaca, promise

TARGETING
Colgate plus has been intelligently targeted at the upper middle class, towards the lower
end of Premium / super Premium category to not only take advantage of growing
consumer affordability but also to provide a pull factor to family user in standard/popular
category to upgrade to higher quality Colgate Plus.
An implicit assumption about the large segment is that it is decently educated, hygienic
conscious and keenly discerning about the cleaning efficiency of the toothbrush used.
They primarily live in metros, urban areas, big towns, and have a good standard of living.
At the time of its launch in 1987, Colgate Plus was the first indigenously manufactured
toothbrush in premium segment. Company claims, it built this segment single handily and
obviously has the first mover advantage exemplified by its No.1 position despite the
onslaught of variety of premium brands from abroad.
Colgate believed that with rising income & increasing westernization, it could upgrade
the toothbrush market and consumer could be willing to pay a few rupees more for a
quality product.

DIFFERENTIATION & POSITIONING

In the toothbrush market which is heavily cluttered both in terms of brand varieties and
corresponding messages and constant hammering of almost similar USPs it is very
difficult to differentiate and position a product as mundane as a tooth brush in the
consumers mind to persuade him to become a loyal user.
Positioning in tooth brush market done at various levels
PRODUCT: Design differentiation like angular neck, dolled rubber grip, rigged edges
and design of bristles, convenient head shaper etc.
These work only in upper segment, which is willing to pay a premium for added
attributes. Colgate Plus has a unique diamond shaped head & soft outer bristles.

RECOMMENDATION / RELIABILITY: Oral - B has its USP as the tooth brush most
dentists world wide use & recommend - One could go for celebrity endorsement in
cosmetic segment but its not at all an effective strategy in a low involvement product like
toothbrush.
Colgate world - wide has a image of brand for committed to public oral care and hence its
association with a dentists and the ring of protection & confidence.
Positioning Colgate Plus as a higher quality product in the Professional segment was
an intelligent move as it prevented cannibalization of its other brands like Colgate
Classic.

BRANDING
Colgate is a brand having a cult following. It world wide reach and association with
dental health has made it a brand associated with a caring attitude, providing quality oral
care to masses at an affordable price.
Colgate is No. 1 brand in Indian Market the three consecutive surveys by A & M
magazine. So, while launching the new toothbrush, it was imperative to keep Colgate
as a part of the name and incorporate something that could justify the increment in price.
As modifications in the form of an entirely new category diamond head was
introduced, it was ideally decided upon a name that promised to deliver something extra,
additive, etc. Plus was thus added on.

MARKETING MIX
PRODUCT
Product is anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a need or want.
The product can be looked at five levels:
The Core product is the essential service that the buyer is buying. In this case it is Oral
care.
The Generic product is too pastes.
The Expected product is a set of attributes that the buyer expects to get./ in this case
being, efficiency of cleaning, thoroughness in cleaning and care of gums.
Augmented Product is that what is provided by the seller beyond the expected product
attributes i.e. those attributes that seek to distinguish the product from others in its
category. Colgate Plus is put across as a complete dental care product. It uses its diamond
shaped head, soft outer bristles, hard inner bristles and accreditation by the Indian Dental
Association as its USPs.
Potential Product refers to set of possible new features that might eventually be added to
the product being offered. Toothbrush as a product does not offer much scope beyond
changes in design and material/ shape of bristles. Design changes are usually made on
grounds of aesthetics, handling and efficiency in cleaning. Colgate Plus has recently
introduced Colgate plus Zig Zag on the grounds of efficiency in cleaning.

Some product differentiates in the industry are;

Pepsodent Popular - the Squiggle between the head and the handle is
flexible and stand along structure.
Jordan Magic - the color changes to indicate when you have brushed
enough.
Close-Up Confident -a thick handle with a shall head giving better access.
Oral - B

-blue tuft as indicator which loses color as bristles harden

with

use.

PACKAGING:
Packaging provides one with means and scope of differentiating in relatively
homogenous product market. Packs have graduated from cardboard cartons to blister
packs to let the consumer pick the color of his choice. Some like Pepsodent Perfect and
Colgate Plus come in hanger shaped hooks on the blister packs because most small sized
retail outlets lack the shelf space required to dangle peg-racks.
The pricing depends a lot on the packaging and advertising. In a blister pack,. The
product makes up 60% of the cost, packaging the rest. A coffin pack, where the brush can
be kept back after use, inflates the packaging cost. While these hygiene packs do
prevent the toothbrush from accumulating dust, they end up with a double layer of
packing, the outer one indicating mandatory product details.

Major Operators in the Premium Toothbrush Segment

Pr

Feature

Benefit

Reason

Tagline

product/Manuf
acturer
Oral

B Indicator

Tells you when Blue

band The

brand

Indicator

Bristles

to change the fades half way

most

dentists

(Gillette)
Reach

Angled

toothbrush
use
neck, Cleans
even Slimmed down Feel

the

(Johnson

& raised

Johnsons)
Colgate

rubber hardest

ridges

to tapered head

difference

on reach places

handle
Plus Diamond

Reaches inner Unique

(Colgate

Head,

Soft crevices of the diamond

Palmolive)

outer and hard mouth, gentle shaped

inner bristles

to
comfort

gums, (narrow

Because

your

smile

was

head meant to last a

in lifetime

and front)

Aquafresh

Pressure

efficacy
Prevents gum Flexes as you For

Flex

sensitive

irrigation

(SmithKline

squiggle neck,

Beecham)

dotted
grip

rubber

gentle

brush to absorb dental care

extra pressure

PRICING
Generally the most important of all the PS in a developing country like India where
semi-urban and rural population constitutes, a massive portion of the total market, has to
be decided upon after contemplating on all the aspects related to the market and the
product itself.
For a product like toothbrush, the major cost is that of packaging (about 40% of total), the
rest being spread over the bristles, the nickel silver wire holding the tufts in place and on
the body of the brush.
The prices of toothbrushes have taken a quantum leap. The costliest toothbrush in 1986
was Rs. 4/- which is today in the range of Rs. 25/-. Thus we have seem a major jump in
value sales vis--vis volume sales.
Colgate Plus when it was launched in 1987, was introduced as a champion product to
become the hero of the toothbrush market meant to keep your smile forever. It
promised to deliver more than the rest and was priced accordingly and soon became a
major player in the market. At that time it was playing against Jordan and Royal, both
of which were being imported. Gradually as the market expanded, with the several new
players coming in, Colgate Plus continued to be the top most brand of the players till Oral
- B, Aquafresh, Forhans Galaxy came in . So right now Colgate Plus priced at Rs. 18/- is
behind Close Up Confident (Rs. 19.75/-), oral- B (Rs. 20/-) Forhans Galaxy (Rs. 22/-)
and Aquafresh (Rs. 25/-). As such it is at the bottom level of the Super Premium segment
along with Johnsons Reach (Rs. 18/-) Jordan (Rs. 19/-), Forhans Zest (Rs. 18/-) trying to
deliver more value for money.
While the present strategy keeps Colgate Plus (all three-sensitive, adult and zig-zag) at a
penetrative pricing as regards to Oral-B, Aquafresh Flex and Forhans Galaxy, it gets and
advantage of superior oral care image vis--vis the other brands in the same price brand.
The strategy can be said to be working well as Colgate Plus, as of today is the market
leader both in terms of volume and value share.

PLACE
A marketing channel performs the work of moving goods from producers to consumers.
It overcomes the time, place and possession gaps that separate goods from those who
want them.
The decisions regarding distribution channels are a very crucial part of the marketing of
Fast Moving Consumer Goods (FMCGs) more so because of tooth brush being a low
price product with negligible brand loyalty, no Consumer would be willing to walk more
than 2 km to procure a tooth brush and would accept, without much hesitation, any
toothbrush thrust upon him by the shopkeeper. So the markets has to make extra efforts
to ensure easy availability of this low involvement product, which is no easy task in a
country of the size & diversity as that of India.
Channel decisions have important implications for other elements in marketing mix.
Colgate Palmolive had to design a distribution strategy which would best attain following
channel objectives.

Achievement of greatest possible coverage of the target market

Ensuring that the consumer can easily procure the toothbrush (Under no conditions
stock out can be allowed.)

Maintaining mutually beneficial relationship with the retailers since tooth brush is
basically push marketed.

PROMOTION
The discussion of marketing mix elements cannot be complete without analyzing the
promotional strategy of the company. In a low investment category, where there is hardly
any individual who can call himself brand loyal and most of them happy with whatever
toothbrush they can lay their hands on, without caring too much about price, a marketing
effort to ensure an optimum push and pull combination and an impact presence in the
consumers mental frame is a must. However, because of the callous attitude with which
consumers purchase a tooth brush, too much marketing effort in one direction or some
particular defined directions without immediate appraisal does not make sense, more so
because of the low turnover to promotional expenses. It simply does not make sense to
spend 20% extra on promotion to gain 0.2% extra market share. In view of the above
Colgate Plus has been very selective about its campaign and has moved between
mediums very slowly.

Advertising Campaign
Colgate Plus launched in the U.S. in 1985, was introduced in India in 1987 and was
among the very few players in the premium segment.

Colgate brand name was

capitalized upon with the diamond shaped head being shown as the hero in oral care and
all set to take on the toothbrush market. As competition intensified it shifted its focus on
softness and comfortable feeling with efficiency in cleaning plaque. The advertisements
were screened on Doordarshan and in leading magazines. They were targeted to the
family as a whole, very much like the strategy for other Colgate products. The focus
gradually shifted to soft outer bristles and hard inner bristled to ensure a caring approach
to gums and meticulous cleaning. The tagline used was . . . Because your smile was
meant to last a lifetime.
There was parallel thrust on Dentist Accreditation which successfully translated into
Colgate Plus beginning to appear on dentist prescriptions. However in the face of intense
competition, no large scale endorsement by event or personality was sought for and
Colgate Palmolive continued to target the family as it kept on doing with its toothpaste.

Throughout its advertising strategy planning Colgate Palmolive relied nonprofessionals

agencies. The account is currently handled by :Redifussion.

Sales Promotion
1. POP : The company provided danglers, small posters and hooked/dispenser packing
to its retailers. These were particularly splashed across retail outlets during the
discount periods with Red & Yellow colour combinations to ensure high rate of
impulse purchases. However, besides the discount offers, no other POP display means
made much of an impact in terms of increase in sales.
2. Health Mela : Colgate Palmolive organizes a Young India Dental Health melas in
select cities where free check ups and free sample distributions of toothpaste and
toothbrushes are done. This aims at achieving a three pronged strategy of

Increasing dental care consciousness

to create a good brand recall of Colgate oral care products

to increase the companys image as a socially responsible entity.

3. Keeps India smiling - Ad campaign : In a break from its earlier attitude of only
ascribing to its oral care image. Colgate joined the list of companies basing their
campaigns on the 50 years of independence. They launched a Vande Mataram
series of campaigns with people from all walk of life coming and sharing their
experiences on how the times have changed for the better following it up with Vande
Mataram. The small snippet was followed up with Colgate being flashed in the form
of a smiling face, emphasizing both its attachment with the growth and development
of the Nation and its contribution in keeping India smiling for the last 50 years thus
striking both an intellectual and emotional chord. The snippets were strategically
screened in key media slots.

4. Sponsorships : Though Colgate oral care products have not been witnessed to
promote any large scale events, Colgate has often associated itself with TV serials
based on social and family themes e.g., Humlog and Buniyaad - thus re-emphasizing
their positioning as a family products.
Though not all of the above specifically emphasized the promotion of Colgate Plus
toothbrushes, they are conclusive image building exercises for the company as a whole
and aimed at highlighting its supremacy and commitment to the oral care sector. As
such it automatically translated into an image building exercise for the toothbrush
category as well.
Colgate Plus was distributed free with the September: issue of the filmfare magazines.

IMPORTANCE OF THE STUDY

Since independence newspaper, magazine, radio, cinema, Television and Internet are
being used increasingly by companies for sailing their products. Now a days Internet
becomes important segment of the electronic media. Despite there growing importance,
it is difficult to determine what effect a particular advertisement media makes on the
mind of a consumer. It is equally difficult to measure the effectiveness of such media in
terms of Sale increase as it is not certain whether the sale accrued due to an electronic
media or because of other reasons.
In order to know the media to which people are exposed, to know the media about
which they were aware, and to know the media which influence customer buying
behavior, a careful review of different advertisement though electronic media was made
to locate a particular product using all the media. It was found that toothpaste was
utilizing almost all the important media.

Hence, it was proposed to measure the

effectiveness of different media among rural and

urban people in the content of this product. The selected electronic media for this study
were television, internet, radio, cinema etc. The major criterion for selecting these media
was that they were commonly used for advertising toothpaste in this country

OVERVIEW OF INDIAN TOOTHPASTE MARKET

The oral care sector consists of three main segments
Toothpaste
Toothpowder and
Toothbrush
Prior to the 80's Colgate was the dominant player in the Indian toothpaste market with its
leading brand namely Colgate dental cream. The rest of the market was fragmented and
some of the better known brands at that time were Bianca, Forhans, Vicco, Signal and
Closeup in the toothpowder segments, Dabur's Lal Dant manjan red toothpowder and
Bandar Chaap Black toothpowder manufactured by the unorganized segments were the
two well known brands.
In the early 80's, Balsara Hygiene's Promised was able to achieve a product break through
with it's positioning of the product on clove oil ingredient. Indians have been traditionally
using clove as a household remedy for cavity problems. Balsara Hygiene introduced
another product, Babool at a significant price discount catering to the lower end of
market.
The late 80's witnessed a significant shift in industry structure and positioning platforms.
In 1987, Hindustan Lever was a minor player who had launched close UP. Forhans was
withdrawn from the Indian market in 1987 due to problems with fluoride formulations.
Close up was re launched in 1988 with the proposition of gel and mouthwash. The
toothpaste market is dominated by white toothpaste followed by gel and then stripes.
Worldwide annual per capital consumption of toothpaste averaged 363 grams while
consumer in India used only 107 grams of toothpaste annually. The average annual per
capital consumption of toothpaste in India is lower than the worldwide average due to a
lower than the worldwide average due to a lower average personal income and a lack of
consumer education.
Also, recent studies have indicated a high price elasticity of almost 300% for certain mass
consumer products: i.e. a10% drops in prices could lead to a 30% increase in
consumption.

The major player and their market shares in the 90,000 tons
Toothpaste market is given below.

Tooth paste market

Players

Market Share

Colgate Palmolive

50.90%

HLL

32.90%

Balsara Hygiene

6.50%

Others

9.70%

Source:CPIL

The following shows the percentage of population who use toothpaste, toothpowder and other conventional
methods for oral care.

Mode Of Oral Care and % of Population

Mode
Usage(%) of total Population
Toothpaste
47%
Toothpowder
23%
Conventional Methods
30%
Source: A & M

Toothpaste has been primarily perceived as an urban product. Also, it is titled heavily in
favor of large metros this could be due to higher education, purchasing power and
urbanization.

Penetration levels of Toothpaste

ALL INDIA

47.0%

URBAN

73.0%

RURAL

35.0%

Source: Equity master.com

Consumers in the lower end of the market in rural/semi urban areas use toothpowder and
natural products such as neem, tobacco, and black powder for cleaning their teeth. These
products are largely manufactured by unorganized sector. Form a recent survey it has
been found that the upper class consumers in urban areas are looking for specialized
product with cosmetic promises like fresh breath, white teeth and functional benefits of
controlling plaque, preventing cavity etc. Among toothpaste users about 15% of
consumers brush twice a day.
The growth in the Toothpaste market demand can be attributed to a number of factors.
Perhaps the two most important are rising penetration higher intensity of use. Penetration
is driven by purchasing power, reach of media, availability and also price. Growth in
rural areas is driven by conversion of non users. Various initiatives such as distribution of
free samples, low unit price packs in small sizes and conducting oral care education in the
rural areas are being undertaken by leading players.
Paralleling these trends had been dramatic increase in Advertising expenditure and new
value proposition introduced by the players in the market. The cumulative of above
initiatives had been to increase the consumer awareness in rural areas and conversion of
non-users to branded product.
Segmentation

The Toothpaste market in India can also be segmented on the basis of benefits sought
from the product. They are broadly classified into four segments. for sales contribution
from each segment see table.
Protection
The value proposition offered to this segment is protection of teeth & gums from germs,
preventing cavity and controlling plaque. This segment largely comprises of family. The
brands, which are sold under this proposition, are Colgate dental cream, Pepsodent, Aqua
fresh, Forhans,(recently this brand was sold for a sum of around Rs.3.6 Crore to and
undisclosed buyers )
Social Interaction
The sale is on proposition of fresh breath and White teeth. This segment is dominated by
gel toothpaste. Particularly teens and young adults seek these benefits. Gels which are
marketed on parameters of freshness and energy are estimated to have market share of 20
- 35% of the total market. The brand which are very prominent in this segment are Close
up gel, Colgate gel and Anchor gel etc.
Economic
The toothpaste sale is on "Value for Money" proposition for families with low to medium
level of income .The price have significant importance in this segment. Promise, Babool
etc are the toothpastes sold in this segment. Brands like Anchor, Aqua-Fresh, Ajanta and
Babool are capturing volumes on the value for money platform, with equal spending
promotions and better trade margins than the biggies.
Therapeutic
This is a niche segment. The toothpaste is positioned to offer medicinal benefits. They
offer protection from aliments like bleeding of gums, prevention of tooth decay etc. The
brands like Mentadent, Pepsodent-G etc.

Segment &sales contribution

Protection & Economy

65%

Social Interaction

35%

Therapeutics

5%

Source: Indiainfoline.com

Product
Toothpaste is formulated to provide varied value propositions like protection from bad
breath, cavity, and plaque etc. Toothpaste is marketed as squeeze tubes manufactured
using HDPE, LLDPE and PP polymers. Over the years, the technological advancement
has changed the role of packaging in Toothpaste industry from a carrier
and protector to that of a marketing tool, performing a vital role in brand communication
and on shelf differentiation.
All the players in the market offer toothpaste in various sizes designed for varied purpose
like traveling, family, use etc.
The performance characteristics of toothpaste include white teeth .fresh breath, plaque
control, cavity prevention. For the brands switchers, the size and prices of toothpaste
were important attributes. In a recent study it has been found that 80% of the families
share the same toothpaste for all the members of the family. The packaging size and
prices vary for different brands. widely. Annexure a gives the SKUs and prices
Demand
With a population of 1.02 billion and population growth rate of 1-2%, India provides a
huge potential market for toothpaste. Estimate for the rate of future growth of toothpaste
vary but all observers agree that growth penetration, and the intensity of usage.

The toothpaste market has recorded an 8% CAGR in the last five Years. Demand for
toothpaste in urban area has been growing at 2-3% p.a. whereas in rural areas it is about
12-14%. Amongst various segments, protection & economy segment is growing at 5-6%
p.a.
Whereas the social interaction segment is growing at a fast pace of 10-12%p.a.
Competition
Profiles of some leading competitors in the toothpaste industry are given below.

COLGATE PALMOLIVE (I) LTD

Colgate Palmolive (India) ltd. (CPIL), a 51% subsidiary of US$9.1billion ColgatePalmolive Company, USA, has been a leading player in oral care category for over 5
decades in India with sales of 9.9B and net income of $1.42B in FY03.
Colgate is the dominant player in the oral care market with a market share of 50.6% in
the toothpaste, 45% in toothpowder and 30.8% in toothbrush segment .Colgate has
significant persons in protection, social interaction and economy segment
CPIL drives around 85% of its revenues from the oral care category. Colgate has the
market share of about of 65% till the late 80s with the increased competition, Colgates

market share was considerably hit in the early 90s and so to salvage its position Colgate
took over ciba Geigys, Cibaca brand (4%share) oral care business .but Colgates market
share continued to fall and currently stands at around 50.6% from a high of 65% in 1995.
In its successful drive the new Social interaction segment and this segment recorded
strong growth with Closeup maintaining leadership and Colgate gel at no 2 position.
Colgate managed to gain a 2% market share in FY00 after considerable advertising but its
bottom line got hilt in the process and it reverted back to its lower ad spend regime. But
still Colgate continues to be the numero-uno in this sector and its brand Colgate was
adjusted as Indias #1 brand across all categories in seven out of the last eight years by
A&M Magazines annual survey of Indias top brands.
CPILs focus in urban markets is primarily on conversion of non-users, encouragement of
the habit of brushing twice a day and meeting the evolving needs of consumers by
providing a variety of differently formulated toothpaste offering unique benefits. Its
traditional strategy of targeting non users in rural India and converting them into
consumers of toothpaste has been one of Colgates strong points. The company has novel
ways to enhance awareness of oral hygiene in the interior areas of the country. The
campaign will include wall paintings, rural van operations, puppet shows. Colgate spends
Rs. 4 crore every year to preach the value of using branded oral care products to villagers,
using 72 vans, covering 7800 villages per anum.
Using a 30 minute film as its communication vehicle, the company distributes for free an
average of 7 million toothbrushes every year to initiate toothpaste usages.
In toothpowder, the company maintained a rural thurst to bring non-users into the
consumption bracket and Colgate has also launches toothpaste and toothpowder in
sachets with a free toothbrush thrown into offer an entry pricing point for the low
spending customer.
This thrust has brought Colgate dental cream a distribution reach of 46 percent in rural
markets versus close ups 20 percent and pepsodents 12 percent. Trouble is, it is losing a
larger proportion of consumers at the upper end than it is adding at the entry-level. Thus,
Colgates rural market share has fallen from 70.30 % in 95 to 68.50% in 99.Colgate
launched fresh stripe gel nationally in May 1998 with its alternating red and white stripes

with red gel containing actirinse fort fresh breathe and white stripes containing actiwhilte
to lend sparkle to teeth. Colgate Palmolive India then decided to withdraw four sub
brands of its toothpaste, Colgate double protection calciguard. Fresh mint and fresh
stripes due to poor market share and introduce new variants. The company had invested
Rs 20-25 crore in these four brands Colgate dental cream and Colgate herbal.

PRODUCTS OF COLGATE
Based on their positioning the products can be classified into the following segments.

Colgate Palmolive-toothpaste segments

Toothpowder segments

Colgate tooth powder

Economy segments

Colgate cibaca top

Natural segments

Colgate herbal

Regular paste segments

Colgate dental crme

Breathe freshness segments

Colgate gel

Oral hygiene segment

Colgate sensitive care

Top end users

Colgate total

Whitening toothpaste segments

Colgate sensation
whitening

HISTUSTAN LEVER LTD

Hindustan Lever Limited, 51.6% subsidiary of Unilever Plc, is the largest FMCG
Company, with a turnover of Rs 118bn. The companys business sprawls from personal
and household care products to foods, beverages and specially chemicals. The company
has a dominating market share in most categories that it operates in such as toilet soaps,
detergents ,skincare, hair care ,color cosmetics,etc. it is also the leading player in food
products such as packaged tea,coffee,ice cream and other culinary products.
Two pillars strong brand equity and a wide distribution network characterize the fast
moving consumer goods business. Brand equities are built over a period of time by
technological innovation, consistent high quality, aggressive advertisement and marketing
.Availability near the consumer through a wide distribution network is another crucial
success factor, as product are of small value ,frequently purchased ,daily use items. HLL
is strong on both these fronts with leading brands, which are market leaders in their

respective categories, and a1 m n strong direct retail reach. The leading business
magazine, Forbes Global has placed Hindustan
lever limited at the top among the best consumer household products companies world
wide for the current year.
The oral care segment contribution about 4%to its revenues buts its bottom line has been
hit due to the heavy adverting costs and sales promotions.
In 1987, Hindustan lever was a minor player who had launched with 5%market share
represents mainly by close up.
HLLs other brand signal had a negligible share and was later withdrawn with a
65%share. HLL has been a small player in the oral care sector untill1987when it
repositioned close up as a gel and mouthwash targeted at the youth. After 87 HLL has
been consistently gaining market and in oral care segment, HLL has emerged as a strong
no 2 player with 32.9 % market share.
HLL has about 100 manufacturing facilities all over India and also has manufacturing
arrangement with third parties. HLL has strong presence in all the segments with
Pepsodent G being prominent in therapeutic segment .some other strong brands are close
up super fresh close up oxy fresh, Pepsodent etc.

PRODUCTS OF HLL
In 1993, HLL launched Pepsodent in direct competition to Colgates flagship product
Colgate dental cream. But Pepsodent could achieve only 4-5% market share. In 1995
pepsodents proposition was changed to Germicheck protection (an extended protection
from germs), which received tremendous success. In August 97, HLL added an anti-

bacterial agent triclosan to its Pepsodent brand. In re-launched the new Pepsodent on the
Germicheck platform with claims of 102% superiority to any other ordinary toothpaste,
based on the 0.2% content of triclosan in its toothpaste brand. Triclosan is a proven antibacterial agent, which was also used by Colgate in its costller Colgate total brand. The
aggressive marketing of new Pepsodent against Colgate dental cream led to a marketing
war between the two. Colgate questioned the claim of pepsodents superiority and the
matter was referred to MRTP commission to determine the validity of HLLs claim.
Colgates CDC witnessed a rapid decline in market share (by over 5-6% points) during
this period Pepsodent on the other hand has gained strength and currently has a market
share of 15%.
Launched in 1993, Pepsodent is positioned on oral health platform of check germs even
hours after brushing. It was the first toothpaste with a unique antibacterial agent to be
launched to address the consumer need of checking germs even hours after brushing.
Pepsodent 2in1 is a unique combination of paste and gel in one toothpaste .it provide long
lasting protection from germs as well as long lasting fresh breath through is cool mint.
Technology.
In April2002,Pepsodent G was relaunched as Pepsodent G gum care toothpaste .with
attractive golden stripes, this gum protecting variant is now available in contemporary
new packaging, clearly outlining the benefits it offers..Pepsodent G gum care is an
internationally renowned specialist brand in the HLL oral care portfolio known for its
enhanced protection against gum problems. It is targeted at all health conscious adults
who either suffer from or seek reliable protection against gum problems and bleeding.
Pepsodent in India is also available as a toothpowder with proven antibacterial agents. It
gives protection against germs and is excellent cleaning due to effective abrasive system
for strong teeth and healthy gums.
Pepsodent has conducted various programmers across the country to promote oral care
and hygiene amongst its customers and the community. Pepsodent Jadui Chikitsa is one
such initiative to increase awareness of oral hygiene in rural areas. A poster on brushing
technique, which was translated into local languages, was printed on tin plate as a lasting
impression of Pepsodent Jadui Chikitsa for the rural areas. A poster on proper brushing

technique, which was translated into languages, was printed on tin plate as a lasting
impression of Pepsodent jadui chikitsa for the rural areas.

Close-up, the youth brand, was the first gel toothpaste to be launched in India in1975 and
has remained the category leader ever since. The brand arose out of a universal need for
confidence in asocial situation, starting with fresh breath.

Close-up was relaunched in1988 with the proposition of gel and mouthwash. The new
look close-up was positioned as the toothpaste ,enhancing social interaction ,offering
value propositions like good breath ,white teeth etc and was backed by an extremely
successful advertising campaign. Close up market share rose consistently thereafter from
5% (1987) to 22%.
In 2002 close up was relaunched in two variant- close up tingly red and close up
eucalyptus waves. This toothpaste with their superior formulation provides superior
cleaning, enhanced flavor and a freshness that extends from nose to throat. The
communication for close up focuses on the base line, Jee Ke Dekho Yaar, which
encourages young people to go out and get a life.
The new flavours are in line with HLLs endeavour to continuously innovate and offer
new advance products to the consumers these flavours have been special designed to win
over competition consumers.

Recently close-up whitening, the tooth-whitening variant, was introduced with a unique
self check device called shade-card. This helps consumers identify how yellow
their teeth really are also to track the improvement in teeth colour as use the paste. The
toothpaste helps teeth get whiter in 4 weeks of regular use. This tooth-whitening segment
is having total market share of 6%of the total toothpaste market.

DABUR INDIA LTD.

Dabur India ltd is the fourth largest FMCG Company in India with interests in healthcare,
personal care and food products. building on a legacy of quality and experience for over
100years, today Dabur has a turnover of Rs.1232 crore with powerful brands like Dabur
Amla,Vatika ,Hajmola &Real.
Dabur is an important player in oral care segment with revenue of Rs.1000.3 crore and
net income of 77.6 crore .the oral care contribution about 12% to the revenue of Dabur in
99. in 1970 ,Dabur expanded its personal care portfolio by adding oral care products.

Dabur Lal Dant manjan was relaunched and its captured the Indian rural market. Sales in
1999 recovered a sharp 19%yoy decline in volumes, which are marketed aggressively by
MNC players.dabur had bought the Bianca brand in1997.Dabur boasts of a transnational
distribution network serving 1.3 million retail outlets and product availability in 50
countries around the globe. The quality of Dabur products has been its greatest strength
throughout and to support this Dabur research foundation (DRF), an independent
company is setup to spearhead Daburs multi-faceted research

PRODUCTS OF DABUR
Dabur Red Toothpaste
Dabur red toothpaste is positioned as toothpaste, which has lavang (clove) that helps
prevent toothache, pudina, which helps prevent bad breath, and tomar, which kills
harmful germs. It is therefore the first ever toothpaste which keeps all your dental
problems away, thereby providing you strong teeth.

Dabur Lal Dant Manjan

Dabur Lal Dant manjan, the red tooth powder contains laung ka tail, kali mirch, pudina
satva, pippali, Sunthi, Kapoor and Tomer Seed, Sugandhi Dravya, Kasni, Garlic, Powder,
other natural ingredients.
Bianca fresh toothpowder Saanse ho taazi, to jeetoge baazi
It is being advertised as start your day with the freshness of cool, cool mint. Use Bianca
fresh toothpowder, for extra sparkling teeth
tangy daylong fresh breath. Thats the coolest way to add zing to your day. It contains
calcium and extra mint.
BALSARA HYGIENE PRODUCTS LTD

Balsara Hygiene Products limited founded in 1925, operated as a family owned and
controlled private enterprise till 1980. The business was transferred to Balsara Hygiene
Products Ltd. in July 80. The company has a domestic annual sales turnover of Rs 1.31
bn and income of Rs 8mn. It also has a rapidly growing international sales turnover of Rs
350 mn. The Balsara group is professionally managed, with manufacturing, sales,
distribution and administrative operations located throughout India and internationally.
The company has a national sales and distribution network of 600,000 retail outlets.
Balsara derives 60% of the sales from its oral care products. In the international market,
Balsara supplies a wide range of personal and household care products to 40 countries
around the world. The companys flagship brand, Promise toothpaste, is marketed in 29
countries.
The Balsara group has a toothpaste manufacturing capacity of 38,000 tons pa, the largest
in India. It is one of the lowest cost producers of toothpaste and manufactures a wide
range of toothpaste
formulations such as natural, herbal. Fluoride, baking soda, tartar control, and gel and for
sensitive teeth. High volumes and low input costs due to in house availability of product
ingredients and package materials from companies with in Balsara group, allow Balsara
to provide quality product at extremely competitive rates. Balsara groups have presence
in economy and protection segment. The prominent brands are Babool, promise etc. By
introducing promise , Balsara hygiene quickly garnered 12% market share. Promise and
Babool together had a market share of about 15% till 1987.
PRODUCTS OF BALSARA HYGIENE:
Promise toothpaste
Promise toothpaste is unique toothpaste containing natural and time-tested clove oil. The
scientifically proven antiseptic and bactericidal properties of clove oil help keep teeth

strong and gums healthy. Promise toothpaste was awarded le monde world selection gold
medals in London and Amsterdam for superiority in product quality.
Recently. Promise became the worlds first and only toothpaste to receive international
accreditation from the British dental health foundation (BDHF).
Promise Gel
Promise gel comes packed with all the natural and time tested goodness of clone,
traditionally known for its beneficial oral care properties and trusted by dentists the
world over. The products natural antiseptic and germ killing properties protect teeth and
gums from harmful bacteria promise gels sweet and spicy flavours provides wake-up
freshness right through the day.
Promise just for kids
Promise just for kids is sparkling gel toothpaste for children available in two exciting
flavours- Tooty-Fruity and fruit & mint. This toothpaste is specially formulated to
protect tender tooth enamel, making it suitable for use by children. Promise just for kids
toothpaste has been awarded accreditation by the British dental health foundation
(BDHF).

Meswak toothpaste is scientifically formulated from pure extract of the Meswak plant,
salvadore persica- the famous; toothbrush tree used for centuries. The astringent and
bactericidal properties of Meswak help reduce tooth decay fight plaque and prevent gum
disease.

Babool
Babool toothpaste is natural toothpaste containing the ayurvedic and medicinal benefits
of the Babool tree, Acacia Arabica the Babool herbal extract in super Babool toothpaste
helps prevent swelling & bleeding of gums ,keeping healthy and teeth strong.

OTHER PLAYERS

Shri Niranjan Ayurved Bhavan Limited a rural tooth powder marketing outfit based at
Tumsar, Maharashtra, launched herbal toothpaste Niranjan .The paste claims to be
wholly vegetarian. Price at Rs 32 for 200gms, Rs 19 for 100gms and Rs 11 for 50gms.
This product is segmented to strict vegetarian in the country (an estimated 1/5 of the total
population). Aimed garnering 15% of this population, company will be having 30 million
people as primary target audience.
Company used calcium rich pipal as a substitute for bone ash, which gives the paste its
consistency and uses its abrasive power to clean teeth.
Delhi based ralson visionary formulation, which has a moderate presence in homeo based
products-the most famous being arnica shampoo has launched dental clean toothpaste
with 100 gm for Rs.22 and 50 gm for Rs 12. It was the only lemon flavored toothpaste in
homeopathic market. Earlier cibaca launched lemon flavored toothpaste but failed in the
market place. Dental cleaner contains antiseptic homeopathic formulations which treat
dental ailments such as bleeding gums, bad breath and toothaches. The other players in
this segment are lordent from lord homeopharmacy and homeo dent from sharda bioron.

About Electronic Media

The electronic media would include radio and the television. The advent of the
radio allowed the advertisers the liberty of using certain jingles and music, which could
be associated with their brand and product. Whereas the television brought the visuals
along with the audio effects. This was a revolution and the print media found it being
sidelined as far as advertising went. Talking of India, the Cable TV boom in the early
nineties added to the choices available to the advertiser on a regional segment.

IMPACT ON VARIOUS MEDIA

Up till now, the best way to build a mainstream brand is to advertise on television, where
mainstream consumers account for roughly half audience. But companies that want to
avoid the high cost of national advertising can find other ways to insert their brands into
consumers physical world. As a gardening supplier, this company must appeal to highincome pessimists. Yet every article includes a shopping list, an 800 number (free calling
system available in USA) and the web site address where consumers can buy the plants
and tools they see. Start-ups may not like the prospect of investing in non-Internet
marketing channels, but this is what it will take to win mainstream consumers.
The Internet makes consumer industries far more competitive and dynamic than
they were in the past. In this harsh environment, the companies that intend to thrive in
the long run must build a defendable strategic position. In other word, the companies
need to build an advantage that other companies do not have in the marketplace. Cutting
prices by 50 per cent and running Super Bowl advertisements create huge short-term
growth, but it does nothing to secure the future of the company. Having a hot IPO or a
high stock price may help, but it wont suffice. The companies that ultimately will win
the battle for Internet consumers see now that profitable growth can not go on forever and
simply being a dotcom does not constitute a strategic advantage.
As the Internet matures, companies must learn to compete in world of Dynamic Trade,
where the apparent supply to consumers rises and companies must heed the signals of
current demand, what companies want now?

Dynamic Trade will make consumer

industries more efficient and on the whole less profitable than they were in the past.
They must build a unique value. One way to do this is to build a brand based on
consumer experiences. A projected image, even one that has millions of dollars in
marketing budget behind it, will not stand up unless the every day experience of the
consumers on the internet reinforce the brand. Companies that ignore this truth will find
that they are not just wasting half

OBJECTIVE OF RESEARCH
General idea of the toothpaste industry - its competitiveness, volume and potential
was to be adjudged.
To go on to analysis of the attitudes of a typical consumer and his/her idea/perception
of this low involvement category product.
This was to be followed up with the study of Colgate toothpaste, as a typical product
of the company, Colgate Palmolive and its standing in the other market players,
especially new entrants.

 To amalgamate all above to conclude as to what was to be the future/probable course

of the toothpaste industry and Colgate toothpaste in particular.
TOOTHPASTE
Colgate total
Colgate total advanced
Colgate optic white
Colgate sensitive pro relief
Colgate max fresh
Colgate cavity protection
Colgate sensitive
Colgate sparkling white
Colgate triple action
BRUSHES
1. They launch different toothbrushes for different age groups.
2. They launch a special toothpaste and toothbrush for kids in the age group from 4-10
years

OBJECTIVE OF THE STUDY

To know the media awareness among the people.
To measure the effectiveness of electronic media.
To analyze the Media behavior f the people.
To identify first source of information.
To identify the change in attitude of the consumer due to electronic media.
To analyze the media habits of the respondents.
To identify the factors which affects the change in decision?
To analyze the media distribution of the respondents.

SCOPE OF THE STUDY

Media has emerged as a potent means of mass communication. The essence of
lies in conveying the target audience the wants satisfying quantities of a product or
service. The business world has consistently been searching for ways and means to
improve the products or services that one buys, but the information regarding these
improvements as well as great deal of prodding and pushing come from the advertising
end of the business. It, infect, offers a quick and effective way for any marketer to tell
the people that he has designed a new product or improved his product or that he deals in
this product or provides that service. It is a million tongued salesmanship and the very

fact that it is carried over mostly by mass media shows that it is likely to reach many
people at some time or the other. As a matter of fact, the success of the companys
product development as well as other marketing activities is closely tied up with the
success of its advertising programs.

DATA ANALYSIS
Profile of respondent:
The general profile of respondents in terms of age, sex, marital status, education and
income are given as follows:
Age & Sex of the respondents:
There are 53% male and 47% female, among which the research has been
conducted. Out of these respondents 20% respondents belong to the rural areas, 30%
respondents are age group of above 30 years, 40% belong to the age group of 26 30

years, 20% respondents belong to the age group of 21-25 years and 10% belongs to the
age group of 16 20 years.
There is a great impact of electronic media over the age and sex and slightly differ
in number, it is because of exposure to the media.

Table 1: Distribution of the respondents according to their age and sex.

Age Group

Male

Female

No. of respondents

16-20

10

21-25

13

20

26-30

18

22

40

Above 30

16

14

30

Total

53

47

100

Marital status of the respondents:

65% of the total respondents among males and females are married while 35% of the
total respondents are unmarried. The percentage of married male and female respondents
is higher in urban areas than in rural areas.

Table 2

Distribution of the respondents according to their marital status

Marital status

No. of respondents

Married

65

Unmarried

35

Total

100

Education level of the respondents:

The percentage of the respondents having post graduate level education is 41%
and the percentage of graduate level of education is 47% while 12% respondents have the
intermediate level education. Exposure and effectiveness of electronic media vary with
the education level as highly educated and urban based are much exposed than that of
rural and low qualified respondents.

Table 3

Distribution of the respondents according to their education level

Education Level

No. of respondents

Intermediate

12

Graduate

47

Post Graduate

41

Total

100

Profession of the respondents:

When the respondents were asked about their profession following data were
obtained.
The maximum numbers of respondents were from the teaching background
(42%), followed by the housewife for (27%). The respondents were also student for
(19%) and it was followed by the businessperson (12%), the rest number of respondents
from professional background.

Table 4

Distribution of the respondents according to their

professions

Profession

No. of respondents

Background
Govt.services

42

Business

12

House wife

27

Student

19

Total

100

Income group of the respondents

Family income is considered as the basis for the purpose of making groups. This group
has been done keeping in the view the purchasing power on the one hand and likely
needs, desires and aspiration of the respondents on the other hand.
55% respondents have the income more than Rs. 9000, 28% respondents belong to the
income group of Rs. 6000-9000 and 12% respondents belong to their the income group of
Rs. 3001-6000 while 5% of respondents belong to the income group of below Rs. 3000.

Table 5

Income Level

Distribution of the respondents according to their income groups

No. of respondents

9001 &above

55

6001 to 9000

28

3001 to 6000

12

below 3000

Total

100

PRESENT BRAND OF TOOTHPASTE USED

After having established the fact that the respondents have been consuming toothpaste for
some period, they are also asked the name of present brand used.
30% respondents consume Pepsodent, 32% respondents consume Colgate, 15%
respondents consume Close-up , 4% respondents

consume cibaca ,3%respondent

consume Anchor, and 5% respondents consume other brands like Babool, Neem etc. This
is the mix-up response from both rural and urban areas.
This indicates that the premium brands having high exposure through various electronic
media are used very frequently.

Table 6

Distribution of the respondents according to their

present brand used

Toothpaste
brands

No. of respondents

Pepsodent

30

Close-Up

15

Colgate

32

Cibaca

04

Anchor

03

Miswak

05

Other

11

Total

100

Time Duration of the present brand used:

24% respondents have been using the present brand for less than six months while
76% respondents have been using the present brand for the more than six months.
It is because, the toothpaste brand of high exposure with the benefits are used
very much than that of low exposure of toothpaste brand.

Table 7

Distribution of the respondents according to their time duration of

present brand used

Time Duration

No. Of respondents

Less than 6 months

24

More than 6 months

76

Total

100

Earlier used Brand:

Prior to the present brand 48% respondents used Colgate, 28% respondents used
Pepsodent, 14% respondents used close-up while 10% respondents used other toothpaste
brand like Cibaca, Anchor, Neem, Miswak and Babool.
Electronic media created a large gap between the prior brand used and present
brand used. Consumers are very much affected through the various electronic media
sources and change their decision on behalf of the different aspect.

Table 8

Earlier brand used by the respondents

Present Brand

No. of respondents

Colgate

48

Pepsodent

28

Close-up

14

Others

10

Total

100

Reason to change in the Earlier Brand:

Consumer changes their preferences in brand at time to time. There were several
factors/reasons which play an important role in changing the brand and selection of new
brands. These factors may be internal or external. In internal factors their come the taste,
price, family and cultural environment.

In the external factors advertisement and

promotional schemes play a vital role.

32% respondents say that they change the earlier brand because of taste in
toothpaste, 6% respondents changed their earlier brand because of price, 30%respondents
changed their earlier brand because of advertisement, 7% respondents changed their
earlier brand because of promotional schemes and 25% respondents say that there are
other reasons for change like change and involvement of the family member.

Table 9

Response of reasons to change in earlier brand by the respondents

Earlier Brand

No. Of respondents

Taste

32

Price

06

Advertisement

30

Promotional Schemes

07

Others

25

Total

100

Factors affect the change in decision:

Change in the decision always occurred when different options are present and
several factors affect the decision-making.
20% respondents emphasis on the statement that there are herbal ingredients
consists in the present brand of toothpaste. 56% respondents feel that by using the
present brand of toothpaste they could maintain healthy gums and strong teeth. Brand of
reputed company is also important segment and 17% respondents are very much affected
by this Statement. In other factors 7% respondents the earning consumer are very
affected by the likings of children and family member.
Table 10

Factors affect the change in decision

Factors affecting decision

No. of respondents

Herbal ingredients

20

Healthy gums & Strong teeth

56

Reputed brand

17

Other

07

Total

100

First Source of Information:

Table 11 reveals that the most important first source of information is the
Television for 79% of the respondents followed by Newspaper (12%), Shopkeeper (5%)
and the relatives (4%). In rural areas the most important first source of information is
shopkeepers and the radio.
This indicates that most of the respondents are very much exposed to the
Television in rural as well as urban areas because of the cheapest source in the present
scenario. Newspaper is the second important source of information.

Table 11

Relative distribution of first source of information

First Source of Information

No. of respondents

Shopkeeper

05

Television

79

Newspaper

12

Relatives

04

Total

100

Exposure to the present brand:

The respondents are asked after knowing the first source of information as to
whether they could come Across any advertisement about the brand presently Being used
by them because the advertisement appeals the use of brand.62% respondents have seen
the advertisement about the toothpaste brand presently being used by them.
38%espodents have not seen the advertisement of present toothpaste brand. This indicates
that advertisements of the toothpaste brands are very much effective by the different
electronic media.

Table 12

Responses of the respondents whether they come across any

advertisement

Effectiveness of advertisement

No. of respondents

Yes

62

No

38

Total

100

RELATIVE MEDIA DISTRIBUTION

In response to the question regarding the media of advertising the respondents were asked
about the media. In the electronic media there are Television, Internet, radio, newspaper
and cinema.
79% respondents say that they come across the advertisement of the present toothpaste
brand by the television, 1 5% respondents come across to Radio and followed by cinema
(6%).
This shows that the appearance of the advertisements on Television is very much
effective and that's why it is important segment of electronic media.
In rural areas the Newspaper and Radio is important segment of electronic media.

Table 13

Responses of the respondents regarding relative distribution of

media

Effectiveness of advertisement

No. of respondents

Televisions

79

Internet

News papers

Radio

15

Cinema

Total

100

EFFECTIVENESS OF ADVERTISEMENTS ON ELECTRONIC MEDIA

The advertisement, which appears on television, that may or may not be effective to the
consumer point of view. This effectiveness leads to the brand selection.
76% respondents' say that the advertisement appears on television is very much effective
while 24% respondents select the average effectiveness of the advertisements.
It is concluded that the advertisements are very much effective which appear on
Television to the rural and urban consumer point of view.

Table 14

Responses

of

the

respondents

regarding

effectiveness

advertisement on electronic media

Effectiveness of advertisement

No. of respondents

Very Much

76

of

Average

24

Total

100

Impact on brand preference:

After the appearance of the advertisement on Television, the effectiveness leads to
the brand preference. In some cases it is not true. 69% respondents say that there is great
impact on brand preference because of the effectiveness of the advertisement on
Television. While 31% respondents refuse of impact on brand preference.
This again reflects the importance and effectiveness of electronic media.

Table 15

Responses of the respondents regarding impact of advertisement on

brand preference

Responses

No. of respondents

Yes

69

No

31

Total

100

Factors Appealed:
Those who have impact on brand preference because of advertisement are
appealed to toothpaste brands like punch-line, simplicity, advertisement appeal, and
herbal ingredients. These appealed are known to consumer through electronic media.
Star appeal is an important segment of this appeal This again reflects the importance and
effectiveness of electronic media.

Advertisement Recall:
In response to the question regarding the recall of advertisement electronic media,
the respondents gave their responses. In some cases, respondents faced difficulty in
recalling the media as it was long time that they had been using the present brand of
toothpaste. Out of total respondents 76% respondents can recall the advertisement of
toothpaste brand but 24% respondents cant recall any advertisement of any toothpaste
brand.

This result indicate that the advertisement which are exposed frequently before
the consumer and are interesting they could easily recall, however less exposed
advertisement cant easily recalled. Maximum recalling of the advertisement is in the
urban areas as
compare to rural areas. Important point is that the advertisement of star appeal are easily
recalled because of this, the interesting advertisement are easily recalled.

Table 16

Responses of the respondents regarding recalling of advertisement

of toothpaste on electronic media.

Responses

No. of respondents

Yes

76

No

24

Total

100

Brand of the Toothpaste:

The advertisement which could be recall very frequently is very much popular for
the respondents.

It is because of the effectiveness of electronic media.

The

advertisements which are passed before the consumer, the respondents are using those
brands.
Out of 76% respondents, 36% respondents are consuming the Colgate brand of
toothpaste, 29% respondents are consuming Pepsodent brand of toothpaste while 11%
respondents are consuming other brand of toothpaste

Table 17

Brand of toothpaste (Out of 76 respondents)

Toothpaste Brand

No. of respondents

Colgate

36

Pepsodent

29

Close-up

11

Total

76

Exposure to the Media:

Advertisements are through the various media channels. In the electronic media
segment Television, Cinema, Radio and Newspaper are important. In todays scenario
Television is the most important and common segment. Thats why it is highly effective
segment of electronic media.
90% respondents say that they have seen the advertisement of toothpaste brand on
Television which could be recalled and find much interesting. 6% respondents say that
recalled advertisement was listened by them at radio while 4% respondents say that they
have seen the advertisement in the cinema. This mix-up response of the respondents
because Television is not available in almost every rural areas but rural people has the
radio facility.

Table 18

Exposure to the media

Responses

No. of respondents

Television

90

Radio

06

Cinema

04

Total

100

Media habits of the respondents:

To study the media habits, the respondents were asked to give their opinion regarding
their habit relating to different media such as newspaper, radio, television, and cinema. In
answering this question, the respondents were given free choice to indicate all those media to
which they were exposed. The response threw some light about hose respondents who were
exposed to some media but did not care the advertisement in those media.
Finally, when the respondents are asked about the media habits, how much they exposed
to the media which is available to that areas. One respondent has multiple media habits and
frequently passed through time to time.
100% respondents watch the Television regularly because of cheapest and easily
available media. 44% surf the internet regularly. This is very scare media which is not easily
found in the rural areas. Second most common media habit was radio and respondents of such
type were 52%.
If we take serious consideration of media habit, it is found that television is watched by
almost every respondent. Second common habit was surfing internet and followed by listening
to radio and less effective media habit was the cinema. In the media habit, a respondent has not
passed all four media habit except the cinema.

Table 19

Habits

Media habit of the respondents (Multiple Choice)

No. of respondents

Watch the television regularly Go to cinema 100

regularly

44

Surfing the internet regularly Listen to radio 58

regularly
52

LIMITATION
OF
THE STUDY

LIMITATION OF THE STUDY

The effectiveness of various electronic media is measured in keeping in mind the constraints
and limitation given below ;
1.

The present study was confined to Varanasi city and its adjoining areas. The findings
of this study may not applicable to other areas.

2.

The limitations and biasness of sampling techniques used in this study may influence
the findings of this study.

3.

Due to limitation of time and resources, all the possible factors influencing media
effectiveness could not be considered.

4.

The study of electronic media effectiveness may not hold well over a period of time
due to various improvements in the present electronic media.

CONCLUSION

CONCLUSION
The main purpose of this study was to identify the first source of information of
toothpaste brand, to know the media awareness and media behavior of the people, to study the
media habit of the people to measure the effectiveness of various electronic Media. We can
summarize and concluded the study by the following manner.
The brands which are much exposed before the people through various electronic media
are used at large. Some brands like Pepsodent and Colgate are frequently exposed with good
illustration, are very much used. This clearly shows the effectiveness of electronic media.
Whatever information the consumer gets from advertisement which appears on various
electronic media, he takes the decision on the basis of those informations.

So, whatever

informations will be exposed on the electronic media, they will definitely helpful in changing
the attitudes of the consumer at large extent.
Urban respondents were more exposed to advertisement and had favorable response
towards advertisement appearing through various electronic media than the rural respondent.

Television and newspaper were important source of information in the urban areas.
Shopkeepers and relatives are other first source of information, so they are also considered as
integral part of the media. Now a days television is much popular in rural areas as well as urban
areas, thats why maximum companies are taking help from television in exposure of their
brands. Radio and cinema were also first source of information for a very few people.
After collecting information 88% respondents came across the advertisement about that
brand. Out of 88% respondents maximum number of the respondents was exposed with the
television followed by the radio and cinema. So, television is the best media exposure and was
very effective to the consumer point of view.
Consumer responded that advertisement which appears on television were very much
effective and such type of respondents are 62% and rest 38% respondent in average affectivity.
And this affectivity leads to a consumer for impact on brand preference, because of this reason

the brand is preferred. Punch-line, simplicity and contents make the advertisement effective.
When the advertisement is exposed on electronic media, these factors are highly considered to
create effectiveness.

Recalling of the advertisement by the maximum number of respondents shows the

effectiveness of the electronic media. It happens only when the advertisement is exposed in a
good manner and on a good track which leads towards the change in consumers attitude of
buying and awareness.
Every respondent had multiple media habits. The respondents who had the media habit
of watching television regularly were 100%. Thats why television is the best media habit for the
respondents. Surfing internet and listening radio was the second and third media habit of the
respondents respectively. Radio is highly effective in both rural and urban areas. Cinema is the
fourth effective media habit. Cinema and internet were available only in the urban areas and
because of this reason it is not effective media habit for all the respondents.
Concluding the topic of the study Effectiveness of the electronic media with a special
reference of toothpaste It is said that the respondents are very much affected by the media
especially Television, Radio, Newspaper, Cinema, and Internet. Out of these electronic media
the most effective media was television which is available almost in every home and people are
very much exposed to it.

BIBLIOGRAPHY

BIBLIOGRAPHY
Books:
Research Methodology

C. R. Kothari

Advertising

D. R. Singh,
R. M. Upadhaya,
R. K. Tandon,

Journal

Asia-pacific business review

Asia pacific institute of
Management New Delhi

ANNEXURE

(A) QUESTIONNAIRE
Name

:..

Sex

Male / Female

Address

:
..

Marital Status
Age Group

:
:

Married / Unmarried
16 20 yrs.
21 25 yrs.
26 30 yrs.
Above 30 yrs.

Education Level :

Primary
Matriculation
Intermediate
Graduate
Post Graduate
Other (Specify)

Profession

Student
Govt. Service
Business
House Wife

Income Group

Below 3000
3001 6000
6001 9000
9001 & Above

(I)

(II)

(III)

Which toothpaste brand are you using at present?

Pepsodent

Close Up

Colgate

Anchor

Neem

Miswak

Babool

Cibaca

Others

Since when have you been using the present brand?

Less than 6 months

More than 6 months

Which toothpaste brand were you using prior to this

present brand? Please specify the brand name.

(IV)

Why have you change the earliest Toothpaste brand?

Because of

Taste

Price

(V)

(VI)

(VII/A)

Advertisement

Promotional Schemes

Other (Specify)

Which factor/s affects your change in decision?

It is certified by dental association

It consist of herbal ingredients

It maintains healthy gums & Strong teeth

Brand of reputed company

Other(Specify)

What was the source of information for the present brand?

Friend

Shopkeepers

Television

Newspaper

Relatives

Other(Specify)

After collecting information from above sources did you

come across any advertisement about this brand?

(B)

Yes

No

If yes, what was the media?

Television

Internet

Radio

Cinema

(VIII)

In your opinion how effective was the advertisement appearing on television?

Very Much

Average

Below

Average

(IX/A) Was there any impact on your brand preference?

(B)

Yes

No

If yes, what appealed you? Plea specify

(X/A)

Can you recall any advertisement about any another toothpaste brand of electronic
media?

(B)

Yes

No

If yes, name the toothpaste brand?

(c)

Where have you seen this?

Television

Internet

Radio

Cinema

(XI)

(XII/A)

Tick which ever is more applicable in your case.

Watch the television regularly

Go to cinema regularly

Surfing internet regularly

Listen to Radio regularly

Can you recall any advertisement about any toothpaste brand, which you find
more interesting?

(B)

Yes

No

If yes, name the toothpaste brand?

(C)

Specify the media?

Television

Internet

Radio

Cinema

The advertisement of which brand you like most

Pepsodent

Close Up

Colgate

Anchor

Neem

Miswak

Babool

Cibaca

Others