A

Project on
“4 P’s of marketing mix of Colgate tooth paste
At D-mart and Local retail shop”

In partial fulfillment for the requirements of Marketing Management course in the

Two Year Full-time Master of Business Administration Programme,
GLS University.

Submitted by
1. Full Name (Roll Number)
2. Full Name (Roll Number)
3. Full Name (Roll Number)
4. Full Name (Roll Number)
5. Full Name (Roll Number)
6. Full Name (Roll Number)
7. Jinal Raval
8. Neha Sharma
Submitted To:
Dr. Juhi Shah
Submitted On:
24/1/2019

FACULTY OF MANAGEMENT
4 P’s of marketing

Marketing is simplistically defined as ‘putting the right product in the right place, at the right
price, at the right time.’ Though this sounds like an easy enough propositions, a lot of hard work
and research needs to go into setting this simple definition up. And if even one element is off the
mark, a promising product or service can fail completely and end up costing the company
substantially.

The use of a marketing mix is an excellent way to help ensure that ‘putting the right product in
the right place will happen. The marketing mix is a crucial tool to help understand what the
product or service can offer and how to plan for a successful product offering. The marketing
mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion,
and Place.
About Colgate

William Colgate, in the city of New York, founded Colgate, an international brand, in the year
1806. Although the company started its products range with candles, starch and soaps, but
presently the brand is associated with products relating to oral care like toothpaste and
mouthwash. The establishment has the distinction of offering products in more than two hundred
countries around the world and at present, the brand occupies the number one position in India.
Colgate has become a household name that helps in fighting germs and bad breath in order to
continue a thorough oral care. The brand has been able to gain the trust of millions of buyers by
providing high quality products at reasonable and affordable prices. Although, it faces stiff
competition from other brands but this healthy competition helps them to improve their own
products to maintain their number one position in the market.

Some of its chief competitors are:

Close Up

Pepsodent

Dabur

Patanjali
4 P’s of marketing of Colgate tooth paste:
PRODUCT
PRICE
PROMOTION
PHYSICAL DISTRIBUTION

1
2
3. Promotion

In order to meet the wants and needs of all its consumers successfully the brand Colgate has
opted for innovative schemes and attractive packing strategies. The standard color red is now
being associated with Colgate and hence the brand capitalizes on this easy familiarity with its
products.

For promoting the sales of its products, the company has encouraged various advertising policies
showcased through the digital media like television, radio and the print media like the
magazines, newspapers and through numerous billboards and hoardings. Internet has also
become a favourite medium of marketing tool for both the buyer and the seller.

The company has its own dynamic website titled “Colgate World of Care” that helps in
providing all the product related information to the interested parties. The details also include the
various offers and discounts currently offered by the company.

In order to maintain a personal one to one relation with the consumers the brand has a social
networking media page on MySpace, Twitter and Facebook where the consumers are encouraged
to share their experiences.

Various discounted coupons are available in different newspapers and at the official Colgate
website to increase its sale figures. The brand has roped in numerous celebrities at various
intervals to make its products more visible. Its brand ambassadors include film stars like Lara
Dutta, Kareena Kapoor Khan, Ranveer Singh, Sonam Kapoor and Priyanka Chopra.
As we did a survey at D-mart and Provision store to know about the promotion policies of
Colgate toothpaste.

Promotion policy of Colgate tooth paste at D-mart:

D-mart has a particular section for Colgate toothpaste and has common section for all other
toothpastes.

This particular store gives various offers at each variant of Colgate.

Policy promotion of provision store (local retail shop):

At provision store the shopkeeper does not have any promotion policies for Colgate toothpaste
they keep the entire product at the same place and sale the product at MRP without giving any
kind of discount

He does not use any kind of promotion policy to promote a particular product of any brand.
4. Physical Distribution of Colgate distribution:

Colgate has always encouraged a strategy that is unique and different so that it stands out. This
helps in creating a new consumer base and in maintaining the interests of the previous customers.
The distribution channel of its products includes manufacturer and from there a quick dispatch to
wholesaler and then the retailer and lastly to the consumers.

The marketing strategy emphasizes on quick delivery and easy availability to the consumer. The
brand has had deals with even dental association that helps in promoting its products. The
dentists and the numerous medical stores have become its chief suppliers along with the
numerous departmental stores, co-operative stores, kirana stores and retail shops. The products
are accessible at every part of the country including rural, semi urban and urban market.

As we did a survey at D-mart and Provision store we studied following parameter

Type of market
 D-mart SUPERMARKET
 Provision store A LOCAL RETAIL STORE

Product placement
 D-mart is having whole separate section for Colgate tooth paste and having a
section for all the brands of toothpaste, all other brands are kept together in a
common section.
 There is no special area for the Colgate toothpaste all the toothpaste of all the
brands are placed in a common section.
Product variant

 At D-mart differnt kind of variant of Colgate toothpaste are available of

different size.

Max fresh
Strong teeth
Vedshakti
Neem and nimbu
Visible white plus
Herbal natural
Active salt healthy

 At provision store some variant of colgate tooth paste are available

 Strong teeth
Herbal natural
Vedshakti

Price and discount polices

 At d-mart there are different discount policies according to the size of the
product
 MRP of visible white is 166 and D-mart provide discount and provide it at
140
 MRP of Salt lemon is 97 and D-mart provide discount and sale it ay 85
 MRP of vedshakti is 118 and D-mart provide discount and sale it at 89
 MRP of maxfresh is 164 and D-mart provide discount and sale it at 119

At provision store there is no discount policies shopkeeper sale the product at

MRP without giving any kind of offers.