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Marketing strategies of colgate palmolive ltd assignment

To get an idea of the industry, I went through all the relevant literature we could lay my hands upon. This included A & M’s, Business Today’s. 2. For consumer attitudes, I prepared a questionnaire that was circulated among 70 odd people, well spread out across the whole of Delhi. The same was done with the retailers to try and see the conformity in findings in some specific attributes. 3. The questionnaire was to structured that an idea of brand image and relative studying of various brand could also be elicited. 4.

The findings were synthesized, and keeping in mind the new entrants, their potential and the potential of the market, projections were made and conclusions were drawn. COMPANY PROFILE 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.

This focus on volumes is also evident in the toothbrush market, estimated at 400 million units per annum. C-P is the toothbrush 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”. CP’s 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 company’s strategy is to “….. Optimise cost and formulation and the proceses and come up with efficient manufacturing to answer this “. CP’s 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.

However, these suggestions can be used by the big players in the market or the new entrant, who has to be a big player because a large investment is needed for such heavy sales promotion and also an attempt should be made to convert this low involvement product into a high involvement as it is concerned with personal card and hygiene and a product of daily use. CONSUMER QUESTIONNAIRE 1. AGE : ( 15-30 Years ( 30-40 Years ( 40-50 years (Above 50 years 2. SEX : ( Male ( Female 3. OCCUPATION : ( Govt. Service( Self-employed ( Corporate Executive ( Student ( Others (specify __________________) 4. MARITAL STATUS ???? Single ( Married with children ( Married without children 5. AVERAGE MONTHLY INCOME/ALLOWANCE ( Rs. 20000 6. Which toothbrush do you generally use? 7. Name any other five toothbrushes that you can recall 12345 8. Who purchases your toothbrush? ( Myself( A family member( A Subordinate 9. Do you ask for a toothbrush by name? ( Yes ( No 10.