A Synopsis for Major Research Project on

POPULARITY OF TOOTHPASTE IN INDORE MARKET

COMARATIVE BETWEEN PEPSODENT AND COLGATE

As prescribed By Devi Ahilya VishwaVidhyalaya, Indore For Master in Business Administration (2009-2011)

Under the Guidance of:Prof. PRASHANT RAO Shri Vaishnav Inst. Of Management

Submited by:GOURAV VERMA MBA(Full Time) 2nd year

Conceptual Framework:
1. Introduction:

Customer Satisfaction
Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer expectations. A satisfaction is the person feelings of pleasure or disappointments resulting from comparing the product perceived performance (or outcome) in relation to his/her expectations. As this definition makes clear satisfaction is a function of perceived performance & expectations. If the performance falls short of expectations, the customer is unsatisfied, if matches the customer is satisfied, and when the customer exceeds is highly satisfied or delight Many companies are aiming for high satisfaction because customer who is just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the branch, not just the rational preference. The result is high customer loyalty. WHY CUSTOMER SATISFACTION IS SO IMPORTANT: It seems self evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier they trust. Statistics are bandied around that suggest that the cost of keeping a customer is only one tenth of winning a new one. Therefore, when we win a customer, we should hang on to them. Why is it that we can think of more examples of companies failing to satisfy us rather than when we have been satisfied? There could be a number of reasons for this. When we buy a product or service, we expect it to be right. We dont jump up and down with glee saying isnt it wonderful, actually worked. That is what we paid our money for. Add to this our world of ever exacting standards. We now have products available to us that would astound our great grandparents and yet we quickly become used to them.

The bar is getting higher and higher. At the same time our lives are ever more complicated with higher stress levels. Delighting customers and achieving high customer satisfaction scores in this environment is ever more difficult. And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition. A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or where he is going wrong. Such informal feedback is valuable in any company but hard to formalize and control in anything much larger than a corner shop. For this reason surveys are necessary to measure and track customer satisfaction.

COLGATE:Colgate Palmolive (I) is one of the leading companies in India in the FMCG industry segment. Colgate Palmolive (I) is the subsidiary of Colgate Palmolive Ltd., New York which is the parent company. Colgate Palmolive is a foreign-based public limited company. The company is in the business of consumer products for more than 100 years. In India it is the numero uno brand.

In 2003 Colgate was ranked as Indias Most Trusted Brand across all categories by Brand Equitys Most Trusted Brand Survey for four consecutive years from 2003 to 2007. Colgate was also rated as the number one brand by the A&M MODE Annual Survey for Indias Top Brands for eight out of nine years during the period 1992 to 2001.

Colgate-Palmolive is Rs1,300 crore company started in year 1937.In Rs2,400 crore domestic market it enjoys 50% of market share.It spread across 4.5 million retails outlets out of which 1.5 million are direct outlets

Colgate Dental Cream Colgate Total 12 Colgate Sensitive Colgate Max Fresh Colgate Kids ToothPaste Colgate Fresh Energy Gel

Colgate Herbal Colgate Advanced Whitening Colgate Cibaca Family Protection Colgate Active Salt Colgate Maxwhite

PEPSODENT:Pepsodent was the first toothpaste in India that launches fluoridated paste

back in 1980s and the only paste in India that actively educates and promotes proper habit of brushing through school program and free dental check up service. Pepsodent has completed its range product from basic cleaning to complete benefit paste ever

Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth.

Pepsodent Complete + Gum Care Pepsodent Herbal Pepsodent Milk Teeth Orange Pepsodent Milk Teeth Strawberry Pepsodent Sensitive Pepsodent Whitening

Literature Review:
India: MRTPC asks expert panel to re-examine Pepsodent claim Tuesday, July 24, 2005 NEW DELHI, July 23. THE Monopolies and Restrictive Trade Practices Commission (MRTPC) has rejected the findings of an expert panel that justified Hindustan Lever Ltd's (HLL) claim of anti-bacterial superiority of its New Pepsodent toothpaste over Colgate Dental Cream. The commission has asked the panel to re-examine HLL's claim of 102 per cent superiority over Colgate-Palmolive India Ltd's product and conduct the necessary clinical study. The commission had first appointed the expert panel to probe into HLL's assertion. While hearing the complaint against the respondent, HLL, the commission observed, "The task of the expert panel was to verify the

BUSINESS LINE: MRTPC asks expert panel to re-examine Pepsodent claim. Monday, July 30, 2005; The Monopolies and Restrictive Trade Practices Commission (MRTPC) has rejected the findings of the expert panel supporting the claim of Hindustan Lever Ltd (HLL) that its New Pepsodent toothpaste over Colgate Dental Cream. MRTPC has asked the same expert panel to re-examine the claim of HLL and conduct an independent clinical study according to the has 102% superior antibacterial activity

www.scribd.com/doc/29833221/nikhil-sharma1 In the New Pepsodent v Colgate case, HLL advertised its toothpaste New Pepsodent as 102% better than the leading toothpaste. In the television advertisement, samples of saliva are taken from two boys, one who has brushed with the new Pepsodent while another has brushed with leading toothpaste. The saliva of the leading toothpaste shows larger number of germs. While the sample was being taken from the boys, they were asked the name of the toothpaste with which they had brushed in the morning. One boy said Pepsodent, the response of the second boy was muted, and however, lip movement of the boy would indicate that he was saying Colgate. Also, when the muting was done, there was a sound of the jingle used in the Colgate advertisement. According to the Commission, the word toothpaste had become synonymous with Colgate over the years and a reference to leading brand was to Colgate. Thus it became a case of Comparative Advertisement which led to the disparagement of Colgates products. FMCG BRANDS MOST VISIBLE IN CABLE AND SATELLITE HOMES (Colgate Dental. Thursday, March 13, 2006 Chennai, Sept. 26. IN a move aimed at strengthening its leadership position in the oral care market, Colgate-Palmolive (India) Ltd has relaunched Colgate Dental Cream with what the company calls a "fresher taste and improved germ-fighting performance". A company press release has claimed that the new product has in it a 100 per cent natural mint flavour, as also a "superior germ-fighting formulation". The revitalization, COLGATE DENTAL CREAM MOST `VISIBLE' BRAND ON TELEVISION (report by TAM-AdEx for... January 30, 2007 A report by TAM-AdEx revealed that Colgate Dental Cream among 3,365 brands was the most visible advertisement on television during Dec 2002. The visibility was taken in terms of gross rating points (GRP), a function of the number of audience and the

number of exposures to them. Colgate was first for TV homes with 1,653 GRPs and cable TV and satellite (C and S) homes with 1,247 GRPs. In TV homes, Dabur Chyavanprash was second, followed by Boroplus, Borosoft and Himani Sonachandi

India: Colgate Dental Cream relaunched May 4, 2008 MUMBAI: Colgate Palmolive Ltd has relaunched its flagship brand Colgate Dental Cream with enriched 'Super Shakti'. The new CDC with Super Shakti helps in fighting germs better and longer, said the company release. According to the spokesperson, Colgate developed Super Shakti that fights odourcausing food particles and decay-causing bacteria. The product is priced at Rs. 46 for 250 g, Rs. 23.50 for 100 g and Rs. 12.50 for 50 g. The CDC is also COLGATE BID TO ATTRACT KIDS March 29, 2008 Colgate Palmolive (CP) has introduced a new promotional offer. It is offering a unique set of two free `make-it-yourself' aircraft kits, with every 250gm pack of Colgate dental cream tube. The scheme is launched in 27 major cities. The promotion is aimed at attracting kids. There are 12 different

Toothpastes take a pasting. March 14, 2006 IN a prompt reaction to the proposals in the Union Budget, toothpaste giants Hindustan Lever Ltd and Colgate Palmolive - have pegged up the Maximum Retail Prices (MRPs) of major brands of toothpaste. Toothpowder prices have been revised downward, in response to the withdrawal of the excise duty currently being levied on the product.

The Budget had doubled the excise duty on toothpaste from 8 to 16 per cent. Hindustan Lever Ltd and Colgate Palmolive have announced hikes of between 6 and 8 per cent in the MRP of their major brands. The two major competitors have, however, adopted slightly different pricing strategies. Hindustan Lever Ltd

Rationale:
The reason behind choosing this topic is to analyze the customer satisfaction in toothpaste. And also know customers perception towards toothpaste (Colgate & pepsodent)

Objectives:
1. To study the customer satisfaction level between colgate and pepsodet users.

2. To compare the satisfaction level between colgate and pepsodent.

Research Methodology:
Research Design: This Research is basically Quantitative as well as Qualitative Research.

Sample Design: For this research a sample size of 100 respondents has been taken from city of indore.

Tools for data collection: The tool for data collection is the questionnaire filled by the customer of indore and secondary data.

Tools for data analysis: Since the research is Quantitative/Qualitative for the purpose of data analysis, we will collect the the data and prepare the excel sheet ..Through this excel sheet we will prepare pie chat to graphically represent our findings.

Expected Outcome:
. After completing the project I will be able to explain : 1. How these two toothpaste attracting the customers. 2. Which toothpaste is most preferred by customers.

References and Bibliography:

y y y y y Kothari C.R., Research Methodology: New Age International Publication 2004 www.hul.co.in/brands/personalcarebrands/Pepsodent.aspx www.advertolog.com/pepsodent-206393/print.../pig-10771155/ www.antya.com/detail/Pepsodent/15088 connect.in.com/pepsodent.../profile-538728.html