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University Department of Management Science,subcampus Osmanabad



Colgate Palmolive ltd. is one of the largest FMCG Company in India.

Colgate-Palmolive headquartered in New York City is the biggest seller of toothpaste and a world leader in oral care products (mouthwash, toothpastes, and toothbrushes). The company also makes personal care products (baby care, deodorants, shampoos, soaps) and household cleaners (bleaches laundry products, soaps). Its other well-known brands include Palmolive dishwashing liquid and tabs, Ajax surface cleaners, and laundry detergent. Colgate operates in more than 70 countries and sells products in more than 200. For maintain the growth in the market there should be proper planning and market strategy. It should be remarkable and Colgate is applying this strategy in efficient manner. Colgate Palmolive ltd. change their plan, strategy according to the market demand, competitor. As the demand of the sensation in teeth start coming Colgate understand the market demand and manufactured a product which prevent the consumer teeth and provide relief from sensation of teeth while having cold or warm food or drinks.
They have launched an innovative product named ‘Colgate Sensitive’.
Personal care giant Colgate-Palmolive is generally associated with toothpaste and soap, but in fact its broad portfolio also includes Pet food, Deodorants, Fabric softeners, Household cleaners and Detergents. Brands include Ajax, Fab, Mennen and Hill's Science Diet, alongside the two products that make up the company's name. Colgate is the world's 1 toothpaste and toothbrush brand; Palmolive soap is the world's third largest soap brand, now covering a growing range of hair care products as well as soaps. Colgate-Palmolive is also truly international, deriving more than 70% of its sales outside the US. Advertising Age/TNS estimated global measured advertising expenditure in 2003 of $621m, making Colgate the world's 40 advertisers. Colgate-Palmolive is a leading global consumer products company, serving people.


  • To Study culture and climate of Colgate Palmolive ltd.

  • To Study The Financial Activities

  • To Study The Marketing Strategies of Colgate Palmolive ltd.

  • To Compare Competitors.

  • To study verity of product in market

  • To study the goal of company


  • The study is on the profile of the organization.

  • To identify the daily need of consumer

  • To know about the selling or marketing of the Colgate.

  • To analyze the distribution of the Colgate

  • To enhance the selling & marketing of products in the company


  • All personnel are not present at that time.

  • Sample size.

  • Lack of available data.

  • Lack of prior research studies on the topic.

  • Fluency in a language.

  • Time restriction

  • The All Department is having a very personal and important data why they are not update on the internet.




The system of collecting data for research projects is known as research methodology. The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management.

Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data.

Formulating of research questions along with sampling weather probable or non probable is followed by measurement that includes surveys and scaling. This is followed by research design, which may be either experimental or quasi-experimental. The last two stages are data analysis and finally writing the research paper, which is organized carefully into graphs and tables so that only important relevant data is shown. 

Steps in Research Process:

  • Formulating the Research Problem

  • Extensive Literature Review

  • Developing the objectives

  • Preparing the Research Design including Sample Design

  • Collecting the Data

  • Analysis of Data

  • Generalization and Interpretation

  • Preparation of the Report or Presentation of Results-Formal writes ups of

  • Conclusion

Types of Research Methods:

  • Descriptive vs. Analytical:

  • Applied vs. Fundamental

  • Quantitative vs. Qualitative:

  • Conceptual vs. Empirical



Collecting the data:

In dealing with any real life problem it is often found that data at hand are inadequate, and hence, it becomes necessary to collect data that are appropriate. There are several ways of collecting the appropriate data which differ considerably in context of money costs, time other resources at the disposal of the researcher. Primary data can be collected either through experiment or through survey. If the researcher conducts an experiment, he observes some quantitative measurements, or the data, with the help of which he examines the truth contained in his hypothesis. But in the case of a survey, data can be collected by any one or more of the following ways:

I) by observation:

This method implies the collection of information by way of investigator’ sowed observation, without interviewing the respondents. The information obtained relates to what is currently happening and is not complicated by either the past behavior or future intentions or attitudes of respondents. This method is no doubt expensive method and the information provided by this method is also very limited. As such this method is not suitable in inquiries where large samples are concerned.

(ii)Through personal interview:

The investigator follows a rigid procedure and seeks answers to a set of pre-conceived questions through personal interviews. This method of collecting data is usually carried out in a structured way where output depends upon the ability of the interviewer to a large extent.

(iii) Through telephone interviews:

This method of collecting information involves contacting the respondents on telephone itself. This is not a very widely used method but it plays an important role in industrial surveys in developed regions, particularly, when the surveyhasto be accomplished in a very limited time

. (iv) By mailing of questionnaires:

The researcher and the respondents do come in contact with each other if this method of survey is adopted. Questionnaires are mailed to the respondents with a request to return after completing the same. It is the most extensively used method in various economic and business surveys.


Secondary data, is data collected by someone other than the user. Common sources of secondary data for social science include censuses, organizational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases that would be unfeasible for any individual researcher to collect on their own. In addition, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.

  • Semi-Structured 

  •  Structured Interviews,

  •  Focus Groups Transcripts, 

  • Field Notes, 

  • Observation Records And Other Personal,

  • Research-Related Documents.


Quantitative and Qualitative Data collection methods

The Quantitative data collection methods rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize. 

Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments.  If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants. 


Paper-pencil-questionnaires can be sent to a large number of people and saves the researcher time and money. People are more truthful while responding to the questionnaires regarding controversial issues in particular due to the fact that their responses are anonymous. But they also have drawbacks. Majority of the people who receive questionnaires don't return them and those who do might not be representative of the originally selected sample.

Web based questionnaires: A new and inevitably growing methodology is the use of Internet based research. This would mean receiving an e-mail on which you would click on an address that would take you to a secure web-site to fill in a questionnaire. This type of research is often quicker and less detailed. Some disadvantages of this method include the exclusion of people who do not have a computer or are unable to access a computer.

Questionnaires often make use of Checklist and rating scales. These devices help simplify and quantify people's behaviors and attitudes. A checklist is a list of behaviors, characteristics, or other entities that te researcher is looking for. Either the researcher or survey participant simply checks whether each item on the list is observed, present or true or vice versa. A rating scale is more useful when a behavior needs to be evaluated on a continuum. They are also known as Liker scales.

The following another methods are used for colleting the data.

  • Internet

  • Books

  • News papers

  • Magazines

  • Direct visit

  • Annual Report



Introduction of the Company

colgate logo vector download

Colgate-Palmolive (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, shave preps, skin care and hair care. The household care product manufactured by the company includes surface care. The other products and treatments provided by the company include gingivitis treatment, sensitivity.

Colgate Palmolive is a well-reputed company with a large series of its well-known products having different varieties in terms of flavor. Colgate Palmolive is the world leader in oral care industry. They cater the need of different segments by offering innovative products. The main objectives of this study is to analyses the existing channel strategies, physical distribution, sales force design and marketing strategies of Colgate Palmolive in India and recommend the improvement if any on these areas. Furthermore the communication strategies are discussed in detail. The communication strategy includes the study of the message strategy, creative strategy, the positioning of various brands of Colgate as well as the use of the various communication channels.

  • Driving Growth Worldwide

  • Building Market Leadership

  • Growing Profitability

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.

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.


1902 -Stylish Palmolive advertising begins, emphasizing ingredient purity and product benefits. 1906 -Colgate & Company celebrates its 100th anniversary. Product line includes over 800 different products. 1908 -Colgate is incorporated by the five sons of Samuel Colgate. -Ribbon opening added to Colgate tube: “We couldn't improve the product so we improved the tube.” 1911 -Colgate distributes two million tubes of toothpaste and toothbrushes to schools, and provides hygienists to demonstrate tooth brushing. 1912 -William Mennen introduces the first American shaving cream tube. 1914 -Colgate establishes its first international subsidiary in Canada. 1920s -Colgate begins establishing operations in Europe, Asia, Latin America and Africa. 1926 -Soap manufacturers Palmolive and Peet merge to become Palmolive-Peet Company. 1928 -Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company. 1930 -On March 13, Colgate is first listed on the New York Stock Exchange.

1937- The Company was incorporated on 23rd September, as a private limited company. The Company Manufacture and market dental care products (dental cream and tooth powder), hair care products (hair oils, shampoos, brilliantine) and other personal care products such as shaving creams, and lotions, face creams, baby powder, talcum powder, etc. The products are marketed under the trade marks "Colgate". "Palmolive", "Halo" and "Charmis". - A distribution set up was also developed on an all-India basis with warehouse facilities in Mumbai, Chennai and Calcutta.- Colgate-Palmolive Company, U.S.A. supplemented this reinvestment by providing, technical assistance, new product information and its worldwide developments in quality dental care and other personal care products. The Company has its own research and development facilities.
1939 Dr. Mark L. Morris develops a pet food to help save a guide dog named Buddy from kidney disease. This breakthrough leads to the first Hill's Prescription Diet product. 1947 -Ajax cleanser is launched, establishing a powerful now-global brand equity for cleaning -products. 1953 -Colgate-Palmolive Company becomes company's official name. 1956 -Colgate opens corporate headquarters at 300 Park Avenue in New York City.

1962 -Colgate opens research center in Piscataway, NJ. - Fabric conditioner is launched in France as Soupline. Today, fabric conditioners are sold in over 54 countries around the world.

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

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

1970 -Irish Spring launches in Germany as Irische Frühling and in Europe as Nordic Spring. In 1972, Irish Spring is introduced in North America.

1972 -Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral Pharmaceuticals. 1975 -Caprice hair care launches in Mexico. Today, hair care products are sold in over 70 countries, with variants to suit every type of hair need.

1976 -Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet nutrition and veterinary recommendations.
1978- The object of the offer for sale of shares made to the Indian public during November was to reduce the non-resident holding to 40%. This offer for sale was made by Colgate-Palmolive Company, U.S.A., to the resident-Indians public to comply with FERA, 1973. As a result, 11,79,000 No. of equity shares of Rs 10 each were offered at a premium of Rs 15 per share.

1982- 19, 65,000 Bonus equity shares issued in prop. 1:1. 1983 -Colgate Plus toothbrush is introduced. Today over 1.6 billion Colgate toothbrushes are sold annually worldwide. If you lined them up end to end, they would circle the globe 16 times.

1985- 39, 30,000 bonus shares issued in prop. 1:1.-Protex bar soap is introduced, and today offers all-family antibacterial protection in over 56 countries. -Colgate-Palmolive enters into a joint venture with Hong Kong-based Hawley & Hazel, a leading oral care company, which adds strength in key Asian markets. 1986 -The Chairman's You Can Make A Difference Program is launched, recognizing innovation and executional excellence by Colgate people. 1987 -Colgate acquires Soft soap liquid soap business from the Minnetonka Corporation. Today, Colgate is the global leader in liquid hand soap.

1988- The Company received a license for producing 24,000 tonnes per annum of fatty acids. It also registered with DGTD for production of 30,000 tonnes of toilet soap per annum.- Shares subdivided on 29.9.1978. 19,50,000 bonus shares were then issued in prop. 130:1.- Orders were placed for setting up a fatty acid plant with an annual capacity of 20,000 tonnes and a toilet soap plant with an annual finishing capacity of 15,000 tonnes.

1989 -Annual Company sales surpass the $5 billion mark. - 1,57,20,000 bonus shares issued in prop. 1:1.

1991- The Company launched new Colgate Gel Toothpaste, Palmolive Extra Care and new Palmolive soap and relaunched a high quality colgate Plus and other toothbrushes.- 1, 88,64,000 bonus shares issued in prop. 3:5.

1993- The Company participated in the global launch of Colgate Total Toothpaste and Asia/Pacific regional launch of Protex Soap.

The Company proposed to negotiate with appropriate global partners for the necessary technology needed to implement vertically integrated projects and diversification into high technology areas to effect import substitutions for a range of materials. During September, 112,92,735 No. of equity shares of Rs 10 each were allotted at a premium of Rs 50 per share to Colgate Palmolive Company, U.S.A. with a view to raise its shareholding to 51% of the subscribed capital. 615, 96,735 bonus shares issued in prop. 1:1

1994- The Company acquired the oral hygiene business of Hindustan Ciba-Geigy Ltd.The Company offered 123,19,347 No. of equity shares of Rs 10 each at a premium of Rs 10 per share on Rights basis in the proportion 1:10 (all were taken up). 2, 40,000 shares of Rs 10 each were issued to the employees at a premium of Rs 10 per share on an equitable basis (Details of allotment non-known).Also, 2,49,795 No. of equity shares of Rs 10 each at a premium of Rs 1 per share were issued to Colgate Palmolive Co., U.S.A., on preferential allotment basis to maintain their shareholding at 51%.

1996- The Company launched Colgate fresh stripe tooth paste and Palmolive naturals soap in personal care products segments, Keratin Treatment Shampoo and Palmolive optima in Hair care segment during the year. Axion dishwashing paste was test launched in Maharashtra. The Company established a modern facility at Aurangabad to manufacture Dicalcium phosphate, a key ingredient for toothpaste.

Passion Trading & Investment Co., Ltd., Jigs Investments Ltd., Multimint Leasing & Finance Ltd. and Camelot Investments Company Ltd. are subsidiaries of the Company.- The Company established a wholly-owned subsidiary at Hetanda in Nepal in June 1988. The facility will manufacture tooth paste and tooth powder initially.
1998- The Company received a license for producing 24,000 tonnes per annum of fatty acids. The company paid a dividend of Rs.4.50 per share in 3 installments first interim Rs.1.60 second interim Rs.1.60 and final of Rs.1.30 per share. - Colgate is the market leader in oral care with its toothpaste commanding a market share of over 60 per cent, followed by Hindustan Lever with around 35 per cent. The Monopolies and Restrictive Trade Practices Commission (MRTPC) has, in an interim order, directed Colgate to withdraw its long-standing "Suraksha Chakra" advertisement within two weeks.

HLL has taken Colgate to the MRTPC over claims made by its recently launched toothpaste - Colgate Dental Cream Double Protection (CDC-DP) - a variant of the popular Colgate Dental Cream (CDC).

Colgate-Palmolive is one of the few multinational stocks which have failed to outperform the market in the recent past. In its recent launch the company has launched Colgate Double Protection tooth paste for the entire family.

Colgate-Palmolive has finally signed up with the depository even as Sebi has sent out a note of warning to the remaining six companies.

Colgate-Palmolive (India) Ltd, a market leader in the toothpaste segment, suffered heavy setback during the first half of the current year due to stiff competition.

The company has established the Dicalcium Phosphate (DP) manufacturing facility at Aurangabad. Colgate-Palmolive had launched the ad campaign for its new product Colgate Double Protection toothpaste in competition with rival brand Pepsodent from the Hindustan Lever stable.

1999- The corporate has launched the `Colgate Double Protection', `Colgate Total' and `Colgate Sensation’. The company started a new research and development centre, a manufacturing facility in Nepal, and completed a dicalcium phosphate facility in Aurangabad.

A three-judge bench of the Supreme Court allowed the appeal of Colgate Palmolive (India) Ltd with regard to the use of `Suraksha Chakra' in the advertisements of the company's toothpaste.

The re-launch of Pepsodent in July, and launch of Rs 3.50 a sachet of Pepsodent with a convenient nozzle has helped Colgate-Palmolive to increase its market share.

2000- The Company has introduced two new variants to its Palmolive Naturals soap range and has revitalized its sandalwood soap. The Company has launch of two new variants in its Palmolive Naturals range of beauty soap lime and milk cream.

The Company has relaunched Colgate Gel as `Colgate Fresh Energy Gel.'
Colgate-Palmolive (Nepal) Pvt. Ltd., a wholly owned subsidiary of Colgate-Palmolive (India) Ltd, has informed the stock exchange that a small group forcibly entered the plant of Colgate-Palmolive (Nepal) at Hetauda industrial estate and denoted two explosive devices.

The Company has launch of its International Palmolive Shave Gel and Palmolive Shave Foam in response to growing consumer interest in skin conditioning benefits.

Colgate has relaunched its Cibaca toothpaste as All New Cibaca Top. The Company has entered into a strategic tie-up with Calcutta-based First-net Solutions Ltd, under which both partners will go for joint sales promotion of Colgate Fresh Energy Gel toothpaste on the Web portal,

Oral care major Colgate-Palmolive (India) Ltd. has made a foray into a new category of herbal care with the launch of "Colgate Herbal" touted to be a vehicle for increasing the company's rural market penetration over a period of time.

Colgate-Palmolive has relaunched its moisturizing cold cream Palmolive, Charmis in a new pack. Colgate-Palmolive (India) has launched its new Zig Zag toothbrush. Colgate India has launched Colgate Navigator toothbrush in India The Company has launched the double-action Palmolive shaving cream -- 2-in-1 The Company has launched the Naturals Line of toilet soaps in transparent bars that come in see-through packaging

2001- Colgate-Palmolive (India) Ltd. has launched its biggest national-level consumer promotion involving its toothpaste, toothbrush and soaps.

Colgate-Palmolive (India) Ltd. has launched international cleaning product -- Ajax in the Indian household products category for summer. Colgate Palmolive (India) Ltd on July 18, announced a special one-time dividend of Rs 4.75 per share. The company said this would entail a total outgo of Rs 123.63 crore including the Rs 11.44 crore taxes on dividend.

2002-Graeme Dalziel, appointed as MD Of Colgate Palmolive India for a period of 5 years-Colgate has hiked its market share from 45.9% to 50.2% in the toothpowder segment with the new strategies of consumer centric promotional initiatives, impactful visibility and an ad campaign featuring sunil shetty.

Percept D'Mark has signed a deal with Colgate Palmolive, to offer miniature of cricket stars in the dental pack-Colgate Palmolive has succeeded in the appeal challenging the MRTP Commission order. Colgate-Palmolive launched its first miniature collectibles of India's Top Cricketer's 'collect your cricketer' promotion.
2003-Colagate-Palmolive has divested its stake in its subsidiary Camelot Investment Company. Colgate has decided to concentrate on its non-oral care division, by launching an international range of Palmolive Aromatherapy personal care products. Introduced 'Colgate Simply White', at-home teeth whitening gel which is priced at Rs.600 for 10ml.Colgate has relaunched Colgate dental cream with what the company calls a fresher taste and improved germ-fighting performance.

The Company commences shipment of the "New Superior" Colgate Dental Cream The Herbal range was expanded with the launch of a "Herbal White" toothpaste for whitening combined with the benefits of Herbal ingredients Navigator Plus" was launched with its unique characteristics as a premium toothbrush An all new range of Aromatherapy products - Shower Gel, Liquid Hand Wash and Bar Soap in 2 variants each were launched under the "Palmolive" brand as a major thrust in the Personal Products portfolio

Colgate Palmolive Nepal Ltd a wholly owned subsidiary of the Company has temporarily suspended its operations in view of deterioration in general security situation in Hetauda (Nepal)Colgate unveils `Simply White' its at-home teeth whitening gel. Relaunched Colgate Dental Cream with a fresher taste and improved germ-fighting performance. Mr Peter Dam resigned as Director and Chairman of the Board effective close of business hours on December 31, 2003 consequent upon his transfer to Brazil.Mr Fabian T Garcia has been appointed as a non-retiring Director and Chairman of the Board effective January 01, 2004 in place of Mr Peter Dam.

2004-Vikram Kaushik resigns from the Board of Colgate Palmolive India

Colgate-Palmolive launches shower gel variantUnveils Palmolive Aroma Sensual Shower Gel, enriched with a blend of Orchid extract and pure essential oils of jasmine and rose, the gel is priced at Rs 90 for a 250 ml pack.
Ties up with IDA to create promote oral health campaign 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.
2005-Colgate-Palmolive unveils Colgate Active Salt toothpaste Colgate emerges top brand Colgate parent to transfer 20-pc stake to Singapore arm
2006-Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, a leader in that market in the United States. -Colgate-Palmolive conducts free dental check-ups -Colgate Palmolive rolls out Colgate Max Fresh Gel -Colgate to acquire 84 pc shares of Tom's of Maine
2007- Colgate-Palmolive India, the market leader in toothpaste in India, declared the acquisition of three domestic companies in south India recently

2009- Colgate Palmolive India Ltd has appointed Mr. Mukul Deoras as Managing Director of the Company.

2010- Colgate Palmolive (India) Ltd has appointed Mr. Paul Alton as the Whole-time Director of the Company effective September 01, 2010, subject to the approvals of the Central Government and Shareholders of the Company. Mr. Alton will head the Finance function and be the Chief Financial Officer of the Company


Colgate’s vision is to become the best truly global products company. Colgate’s focus on our Global Values and Managing with Respect principles drives our success. Colgate’s three global values are Caring, Continuous Improvement and Global Teamwork
Our three fundamental values — Caring, Global Teamwork and Continuous Improvement — are part of everything we do.

They are the foundation for our business strategy and are reflected in every aspect of our work life.


The Company cares about people: Colgate people, customers, shareholders and business partners. Colgate is committed to act with compassion, integrity, honesty and high ethics in all situations, to listen with respect to others and to value differences. The Company is also committed to protect the global environment, to enhance the communities where Colgate people live and work, and to be compliant with government laws and regulations.

Global Teamwork

All Colgate people are part of a global team, committed to working together across countries and throughout the world. Only by sharing ideas, technologies and talents can the Company achieve and sustain profitable growth.

Continuous Improvement

Colgate is committed to getting better every day in all it does, as individuals and as teams. By better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will become the best.

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