Chapter 7:Conclusion.
Summary and
7.1
SUMMARY
OF
THE
STUDY
65 7.2 MAJOR FINDINGS
..66 7.3 CONCLUSIONS
.67 7.4 SUGGESTIONS
.67
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7.1 Summary Of The Study:
FMCG sector is one of the fast growing sector in India. Oral care industry occupies the major share of it. Toothpaste industry has grown immensely in the Indian scenario. There is a lot of competition in the industry mainly between two major players Colgate and HUL .The companies are coming up with new schemes and products to lure the customers. The usage of toothpaste has grown because of the lifestyle and the way the individuals are living i.e. more awareness about health. According to the [Link] report, the present Indian toothpaste industry is found to be of 780 cores, out of which Colgate-Palmolive India Ltd. (CPIL) is the market leader in the Indian oral care market with a market share of 51 per cent in the toothpaste segment, 48 per cent in toothpowder segment and 30 per cent in the toothbrush segment. Colgate- Palmolive Indias sales of these quarter ended has been rise by 13% to 528.82 cr. as compare to that of previous year.
From the Analysis of Market Research it was found that Colgate Sensitive Toothpaste and Toothbrush was successfully introduced into the Amravati Market in more than 50% of the Medical Stores. Sales Promotion activities were successfully carried out in more than 180 Medical Stores out of 200. It has occupied a relatively high market share of 25% among its top competitors like Thermoseal, Emoform, Pepsodent etc
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Dentist Prescription and Chemist Recommendation were found to be to major Factors that affect the Selling of Medicated Toothpaste. About 67 out of 97 Chemist refuses to buy the Product because of; 1] They were not getting the prescription of Dentist or Physician. 2] They were not interested in selling Medicated Toothpaste. Finally it was concluded that Presence of Dentist near Medical Store helps to Seed the Product in Medical Store.
7.2 Major Findings:
1. Major Competitors of Colgate Sensitive toothpaste was found to be Thermoseal . It has tapped a major share of about 54%, by creating a strong image and trust in Customer as well as in Dentist mind. 2. Oral B123 is the Major Selling Toothbrush in Amravati Market. 3. Sundar Traders was found to be major Distributor who supplies Medicated Toothpaste to most of the Medical Stores. 4. About 67 out of 97 Chemist refuses to buy the Product because of; a. They were not getting the prescription of Dentist or Physician. b. They were not interested in selling Medicated Toothpaste.
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5. As per Chemist opinion, most of the Medicated Toothpaste sell because of they recommend (Chemist Recommend) and Dentist Prescribes. 6. 96 out of 200 Chemist says that they like to receive Cash Discount and Price Discount, if Trade Promotion schemes given on Colgate Sensitive. 7. Presence of General Toothpaste in Medical Store is positively associated with Seeding Activity.
8. Presence of Dentist near Medical Store helps to Seed the Product in Medical Store.
7.3 Conclusions:
From the above Research Analysis the following conclusions can be made; 1. The Whole Analysis shows that Thermoseal is the Major selling Medicated Toothpaste in Amravati Market. 2. Oral B123 is the Major Selling Toothbrush in Amravati Market.
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3. Most of the Medicated Toothpaste sells because of Chemist Recommendation it. 4. Dentist Prescription is the second major factor that affects the sales of Medicated Toothpaste.
7.4 Suggestions:
1. As, Sundar Traders is found to be major stockist that supplies the Medicated Toothpastes to most of the Medical Store. So, if Sundar Traders can be made the Distributor of the Colgate Sensitive there will be no problem in Distribution of Product. 2. Dentist prescription plays a major in selling of the medicated toothpaste. So, if Colgate people convinced the Dentist to prescribe Colgate Sensitive, it will help to increase the sales of the product. 3. About 93 out of 200 Chemist says, medicated toothpaste sell because they recommend it to the patient. So, If Good trade promotion given on Colgate Sensitive then it can help to increase the Interest of Chemist towards the Products. 4. Colgate in spending a huge amount on Advertisement, but it is found that most of the Medicated toothpaste sells because of Dentist
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Prescription. So, instead of spending a huge amount on advertisement, it is better to convince the Dentist to prescribe Colgate Sensitive.
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Chapter 8:- Annexure
8.1
QUESTIONNAIRE
.70 8.2 BIBILIOGRAPHY
73
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8.1 QUESTIONNAIRE.
1. Name of the Medical Store: 2. Adress: . 3. Phone No: ..
4. Presence of Items in Medical Store ? Medicine Cosmetics Toothpaste Mouthwash Baby Food Packed Food Toothbrush
5.
Medicated Toothpaste present ? Thermoseal Emoform Pepsodent
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6. Toothbrush Present ? Colgate ZigZag 360 7. From where the Chemist Buy Medicated Toothpaste ? From Stockist From wholesaler Oral B123 Colgate
8. Name of Stockist/Wholesaler: 9. Address of Stockist/Wholesaler: .. 10. Contact No. of Stockist/Wholesaler:
11. 3 pieces of Colgate Sensitive toothpaste Sold ? Yes No
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12. Reason Why No .
13. 3 pieces of Colgate Sensitive toothbrush Sold ? Yes No
14. Reason Why No .
15. Dummy Dangler placed ? Yes 16. Reason why No: .. No
17. Is there is Dentist Close By ? Yes 18. Name of the Dentist: . 19. Address: No
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20. Medicated Toothpaste Sell/Week ? 0 to 1 4 to 10 1 to 4 10 & above
21. Trade Promotion Schemes you to receive form Colgate Sensitive ? Price Discount Price Off Others 22. Medicated Toothpaste Prescribes Because of ? Dentist Prescribes Price You Recommend Cash Discount Free Trails
Name of the Chemist:
Sign and Stamp: ....
Date:
8.2 BIBILIOGRAPHY:
Websites:
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1. [Link] 2. [Link] 3. [Link]
4. [Link]
Books:
1. Economic Times Newspaper. 2. Principles of Marketing by Philip Kotler and Gary Armstrong. 3. Marketing management by Philip Kotler. 4. Market Research within a Changing Information Environment by Hair, Bush and Ortinau. 5. Fundamentals of Business Marketing Research by David A. Reid and Richard E. Plank. 6. Marketing Research and Information by Matt Housden.
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