My black book - research on Colgate Palmolive PDF

Preview

Summary

research on Colgate Palmolive ...

Description

Research project on CUSTOMER SATISFACTION TOWARDS COLGATE PALMOLIVE PRODUCTS

Bachelor of management studies (Semester V) Submitted In partial fulfillment of the requirements For the award of degree of Bachelor of management studies By (DEEPAK RAMBACHAN SAROJ) ( Roll no. 27 ) SREE NARAYANA GURU COLLEGE OF COMMERCE P.L.LOKHANDE MARG, CHEMBUR, MUMBAI-400089

NAME OF THE PROJECT GUIDE

Miss. APARNA UJAONEY

1

DECLARATION

I, DEEPAK RAMBACHAN SAROJ the student of T.Y.B.M.S semester V (20162017) hereby declare that I have completed the project on Employee Motivation in the organization

_________________________ DEEPAK RAMBACHAN SAROJ ROLL NO. -27 SREE NARAYANA GURU COLLEGE OF COMMERCE P. L. LOKHAND MARG, CHEMBUR, MUMBAI-400089

2

CERTIFICATE This is to certify that Mr. DEEPAK RAMBACHAN SAROJ, Roll no: 27 of third year B.M.S, semester V (20016-17) has successfully complete the project on CUSTOMER SATISFACTION TOWARDS COLGATE PALMOLIVE PRODUCT under the guidance of Miss. APARNA UJAONEY

COURSE COORDINATOR

PRINCIPAL

PROJECT GUIDE/ INERNAL EXAMINER

EXTERNAL EXAMINER

3

ACKNOWLEDGEMENT To list who all have helped me is difficult because they are so numerous and the depth is no enormous. I would like to acknowledge the following as being idealistic channels and fresh dimension in the completion of this project I take this opportunity to thank the University of Mumbai for giving me chance to do this project. I would like to thank my principal, Dr. Ramchadran k. for providing the necessary facilities required for completion of this project. I take this opportunity to thank our coordinator Miss.Khushboo Mehtafor her moral support and guidance. I would also like to express my sincere gratitude towards my project guide Miss. APARNA UKAONEY whose guidance and care made the project successful. I would like to thank my college library, for having provided various reference books and magazines related to my project. Lastly, I would like to thank each and every person who directly or indirectly helped me in the completion of the project especially my parents and peer who supported me throughout my project.

4

INDEX

Sr. No

Contents 1

Page no

Introduction

1.1

Executive Summary

7

1.2

Introduction

8

1.3

objective

9

1.4

Scope of study

10

1.5

Limitations of study

11

1.6

Hypothesis

12

2

Introduction of company

2.1

Introduction

2.2

History

2.3

13

14-18 19-20

Ethical Record

3 Colgate Palmolive In India 3.1

Colgate Palmolive (India) LTD

3.2

Challenges

3.3

Indian Rural Market And Their Potential

4

21-25 26 27-29

Colgate Palmolive Supply Chain

4.1

Supply Chain Management

30-32

4.2

Colgate Palmolive's 4 steps to Creating a Global Supply Chain

33-36

5

5 5.1

Marketing Mix 7P'S of Market Mix

6

37-52 Analysis

6.1

SWOT Analysis

53-56

6.2

BCG Matrix

56-57

6.3

STP Analysis

58-60 61-69

7

Data Analysis and Interpretation

8

Conclusion

70

9

Suggestions and Recommendation

71

10

Bibliography

72

11

Appendix

6

73-75

1. INTRODUCTION

1.1 EXECUTIVE SUMMARY: Colgate Palmilive is a well reputed company with a large series of its well-known products having different varities in terms of flavor. Colgate is one of the most prominent products of Colgate Palmolive . I have aim is to promotion and giving information about the product and also showing them demo practically. As Colgate company believes that quality is our product, there for I have designed here product according to specific quality standards. The company competitive edge is best quality with new technology. This will distinguish Colgate product from their competitors As I know that Colgate is the market leader in oral hygiene. I will expand Colgate market with the time. The company try to increase their net profit more than 23% of the sales.

1.2 INTRODUCTION

7

Colgate's long history of strong performance comes from absolute focus on our core global businesses: Oral Care, Personal Care, Home Care and Pet Nutrition. This has been combined with a successful worldwide financial strategy. Around the world, Colgate has consistently increased gross margin while at the same time reducing costs in order to fund growth initiatives, including new product development and increases in marketing spending. These, in turn, have generated greater profitability. Now a day the maximum Indian people are use Colgate Palmilive product like oral care. They can use the product because there family member are use the product. I selected product because most people are use the product .And everyone have different experience towards Colgate Palmilive product.

1.3 Objective

8



To find out consumer response towards Colgate Palmilive product.



To study and analyze the opinion of consumer.



To study the customer satisfaction towards Colgate Palmilive product.



To analysis of the attitudes of a typical consumer and his/her idea/perception of this low involvement category product

1.4 Scope of study:

9



To conduct this research the target population were the Colgate Palmilive product users, who are using the product .



Sample size of 100 person were taken.



To these 100 people a questionnaire was given. And take the response of those person.



Finally the collection data and information was analyzed and compiled to arrive at the conclusion and recommendation given.



The survey was conducted in the areas of Mumbai and its was filled by: Student, Working professionals, others.

1.5 Limitations of study:

10



The study made of both the primary and secondary sources of information.



The accuracy of statistics depends of the accuracy of the second source itself. Therefore, the limitation of the secondary source is also bound to be present in the analysis too.



The primary source was limited for the near aria only.



Due to lack of time the sample size is confined to 100 only.

1.6 Hypothesis

11



Colgate is the most salient and trusted brand.



Colgate toothpaste is more of a cosmetic care product than an oral care product.



The Colgate consumer buying behavior is influenced by the celebrities.



As compare to other oral care product Colgate oral care covers larger market share in India.

2. INTRODUCTION OF COMPANY 2.1 INTRODUCTION The Colgate-Palmilive Company is an American worldwide consumer products company focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). Under its "Hill's" brand, it is also a manufacturer 12

of veterinary products. The company's corporate offices are on Park Avenue in Midtown Manhattan, New York City. This has been combined with a successful worldwide financial strategy. Around the world, Colgate has consistently increased gross margin while at the same time reducing costs in order to fund growth initiatives, including new product development and increases in marketing spending. These, in turn, have generated greater profitability.Colgate managers around the world are dedicated to increasing market shares in all our core businesses. Colgate has achieved global leadership in toothpaste, hand dishwashing liquid, liquid hand soap and specialty pet food.

2.2 HISTORY

In 1806 devout Baptist English immigrant soap and candle maker William Colgate established a starch, soap, and candle factory on Dutch Street in New York City under the name "William Colgate & Company". In 1833 he suffered a severe heart attack, stopping his business' sales; 13

after a convalescence he continued with his business. In the 1840s the firm began selling individual cakes of soap in uniform weights. In 1857 Colgate died and the company was reorganized as "Colgate & Company" under the management of his devout Baptist son Samuel Colgate, who did not want to continue the business but thought it would be the right thing to do. In 1872 he introduced Cashmere Bouquet, a perfumed soap. In 1873 the firm introduced its first Colgate Toothpaste, an aromatic toothpaste sold in jars. In 1896, the company sold the first toothpaste in a tube, Colgate Ribbon Dental Cream (invented by dentist Washington Sheffield). Also in 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs. By 1908 they initiated mass sales of toothpaste in tubes. William's other son, James Boorman Colgate, was a primary trustee of Colgate University (formerly Madison University). In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap entirely of palm oil and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it - "Palmilive". Around the start of the 20th century Palmilive, which contained both palm and olive oils, was the world's best-selling soap. Extensive advertising included the radio programs The Palmilive Hour (1927-1931) and Palmilive Beauty Box Theater (1934-1937). A Missouri-based soap manufacturer known as Peet Brothers merged with Palmilive to become Palmilive-Peet. In 1928, Palmilive-Peet bought the Colgate Company to create the Colgate-Palmilive-Peet Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmilive Company", the current name. Colgate-Palmilive has long been in competition with Procter & Gamble, the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G added fluoride to its toothpaste. In the beginning of TV, Colgate-Palmilive wished to compete with P&G as a sponsor of soap operas and sponsored many soaps in full or in part including The Doctors. George Henry Lesch, president, CEO, and chairman of the board of Colgate-Palmilive in the 1960s and 1970s, during that time transformed it into a modern company with major restructuring.

14

In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the US, Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher margin oral, personal, and pet care products. In 2006, Colgate-Palmilive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970. Today, Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in only two, the United States and India. On October 25, 2012, the company announced it would cut 2,310 workers, or 6% of its workforce, by the end of 2016 in a push to make the consumer products company more efficient.

1915 magazine ad

1922 advertisement for Palmilive soap

15

Educational and community involvement:

In 1890, Madison University in New York State was renamed Colgate University in honor of the Colgate family following decades of financial support and involvement. The Colgate-Palmilive Company has sponsored a non-profit track meet open to women of all ages called the Colgate Women's Games. The Colgate Women's Games is the nation's largest amateur track series open to all girls from elementary school through college. Held at Brooklyn's Pratt Institute, competitors participate in preliminary meets and semi-finals over five weekends throughout January. Finalists compete for trophies and educational grants-in-aid from Colgate-Palmilive Company at New York City's Madison Square Garden in February. For more than 20 years, the company supports the Starlight Children Foundation which is a non profit organization dedicated to help seriously ill children and their families. The mission is to help children to cope with pain, fear and isolation through entertainment, family activities and education (2012).

New Strategies for the 1970s:

During the 1970s, as environmental concerns about phosphate and enzyme detergent products grew, the company faced additional pressure to diversify beyond the detergent business. In response to this pressure, Foster instituted a strategy that emphasized internal development via a specialized new venture group; joint ventures for marketing other companies' products; and 16

outright acquisitions of businesses in which Colgate could gain a marketing advantage over Procter & Gamble. In 1971, for example, the company began selling British Wilkinson Sword Company razors and blades in the United States and other countries. In 1972 Colgate-Palmilive acquired Kendall & Company, a manufacturer of hospital and industrial supplies. It was originally hoped that the Kendall acquisition would bolster the pharmaceutical sales of Colgate's Lakeside Laboratories subsidiary, which had been acquired in 1960. The partnership never materialized, however, and Lakeside was sold in 1974. The Kendall business proved to be one of Foster's most successful acquisitions. Within two years, the subsidiary was producing sales and earnings results well above the company's targeted goals. On the product development side, meanwhile, Irish Spring deodorant soap was introduced in 1972. In 1971 the U.S. Federal Trade Commission enacted restrictions on in-store product promotions, such as couponing. In response to these restrictions, Foster began to employ other tactics designed to enhance Colgate's visibility in the marketplace. Two such programs awarded money to schools and local civic groups whose young people collected the most labels and boxtops from selected Colgate products. Under Foster, Colgate-Palmilive also began to sponsor a number of women's sporting events, including the Colgate-Dinah Shore Winner's Circle, a women's professional golf tournament. Foster chose women's sports in an effort to appeal to Colgate-Palmilive's primarily female customer base. He even went so far as to have Colgate buy the tournament's home course, the Mission Hills Country Club in Palm Springs, California, so that he could supervise the maintenance of the greens. In 1973 Colgate acquired Helena Rubinstein, a major cosmetics manufacturer with strong foreign sales but a weak U.S. presence. Believing that its marketing expertise could solve Rubinstein's problems, Colgate reduced both the number of products in the company's line and the number of employees in its workforce, increased advertising expenditures, and moved the products out of drugstores and into department stores. The following year the company acquired Ram Golf Corporation and Bancroft Racket Company, and in 1976 it bought Charles A. Eaton Company, a golf and tennis shoe manufacturer.

Company Perspectives: 17

Our long history of strong performance comes from absolute focus on our core global businesses, combined with a successful worldwide financial strategy. This financial strategy is designed to increase gross profit margin and reduce costs in order to fund growth initiatives and generate greater profitability. Although total U.S. sales of consumer products appeared to be slowing by the end of 1974, particularly in soaps and detergents, Colgate's international sales continued to carry the company forward. It maintained its leadership position abroad through new product development geared specifically to local tastes throughout Europe as well as through its involvement in the growing markets of less-developed countries in Latin America, Africa, and Asia.

2.3 Ethical record

The Ethical Consumer Research Association once recommended that its readers not buy Colgate because of its use of animal testing, though this is no longer the case. In 2011, Colgate-Palmilive was one of the first companies recognized by PETA (People for the Ethical Treatment of Animals) under the new "working for regulatory change" category for companies that test on animals only when mandated by government regulations and are actively seeking alternatives to animal testing. This relates to the corporation's decision to continue to participate in the profitable Chinese market, where some animal testing is still a regulatory requirement. Other ethical companies have chosen to decline entry to this market. In 2006 Colgate-Palmilive acquired an 84% stake in Tom's of Maine. In 2011 the company chose to retain the use of the antibacterial agent triclosan in its marketleading Total toothpaste range, despite withdrawing it from several other product ranges, following concerns about triclosan's impact on health and the environment.

18

Environmental record:

Products of the Colgate-Palmilive company, specifically "Total" brand toothpaste contain triclosan. This ingredient has a questionable impact on waterways and marine life. Colgate consumes approximately 0.2 percent of the combined palm oil output of Malaysia, Indonesia and Thailand, the cultivation of which is known for environmental impacts on a global level including: deforestation, loss of natural habitats of critically endangered species, and increased greenhouse gasemissions. Colgate-Palmilive, as a successor to The Mennen Company, is one of about 300 companies held potentially responsible for hazardous waste at the Chemsolfederal Superfund site in Piscataway, New Jersey. Their involvement in this site may have contributed to the contamination of an estimated 18,500 cubic yards (14,100 m3) of soil with volatile organic compounds (VOCs), PCBs, and lead off-site. A proposed $23 million agreement with the government and state of New Jersey would require Colgate-Palmilive and the other involved companies to pay for the cleanup of this hazardous waste that is contaminating the soil as well as the groundwater. The company completed a LEED Silver certified manufacturing plant in Morristown, Tennessee in March 2008 which was the first of its kind in the U.S. The new LEED silver certified plant in Tennessee produces the Colgate Total toothpaste. Colgate Palmilive received the 2012 Safe-in-Sound Excellence in Hearing Loss Prevention Award.

19

3. COLGATE-PALMILIVE IN INDIA

3.1 COLGATE-PALMILIVE (INDIA) LTD:

Colgate-Palmilive (India) Ltd is engaged in the personal care business, which includes oral care. The oral care products manufactured by the company include toothpastes, toothbrushes, toothpowder, whitening products and mouthwash. The personal care products manufactured by the company include body wash, liquid hand wash, s...