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TABLE OF CONTENT
Title Page

Certificate

Declaration

Acknowledgement

• Introduction

• Company profile

• Objective of the study

• Research methodology

• Analysis and interpretation of data

• Suggestion and recommendation

• Conclusion

• Bibliography

• Questionnaire

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 INTRODUCTION

hundreds of millions of consumers worldwide. Today, with sales surpassing $13 billion,

Colgate focuses on four core businesses around the world which are dedicated to

increase market shares in all our core businesses. Colgate has achieved global

leadership in toothpaste. Colgate’s growth strategy includes an emphasis on

innovation in everything Colgate, an oral hygiene product line and one of the

namesake brands of the Colgate-Palmolive Company, is a manufacturer of a wide

range of toothpastes and toothbrushes. Colgate Palmolive is the market leader in the

Indian oral care market, with a 51% market share in the toothpaste segment.

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 has achieved global leadership in toothpaste, hand dishwashing liquid, liquid

hand soap and specialty pet food.2006 marks the 200th anniversary of the founding of

The Colgate-Palmolive Company. The small soap and candle business that William

Colgate began in New York City has become a truly global company serving it do,

from new products to global distribution, from effective advertising and promotion to

valuable partnerships with the dental, veterinary and scientific communities, suppliers

and research firms.

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Driving Growth Worldwide: Innovative approach has led to continuous strengthening

of brand leadership positions and market shares in key product categories. Colgate’s

global market share leadership in toothpaste expanded during the year, reaching an

all-time record. Reaching consumers effectively today means going beyond traditional

mass media outlets. Colgate marketing and research people spend time with

consumers in their homes to see how they use our products and in stores to see how

they shop for them. Focusing on where and how consumers shop has led to placing

television commercials in-store and enhancing packaging to allow consumers to touch

and feel unique features of our products right at the shelf.

HISTORY

In 1806, William Colgate, himself a soap and candle maker, opened up a

starch, soap, and candle factory on Dutch Street in New York City under the name of

"William Colgate & Company". In the 1840s, the firm began selling individual bars in

uniform weights. In 1857, William Colgate died and the company was reorganized as

"Colgate & Company" under the management of Samuel Colgate, his son. In 1872,

Colgate introduced Cashmere Bouquet, a perfumed soap. In 1873, the firm introduced

its first toothpaste, an aromatic toothpaste sold in jars. His company sold the first

toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. By 1908 they initiated

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mass selling of toothpaste in tubes. His 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 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 - "Palmolive".

At the turn of the century Palmolive, which contained both palm and olive oils, was

the world's best-selling soap, and extensive advertising included The Palmolive Hour,

a weekly radio concert program which began in 1927. A Kansas based soap

manufacturer known as the "Peet Brothers" merged with Palmolive to become

Palmolive-Peet. In 1928, Palmolive-Peet bought the Colgate Company to create the

Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title, leaving

only "Colgate-Palmolive Company", the current name.

Colgate-Palmolive has long been in fierce 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 started putting fluoride in its toothpaste. In the beginning of

television, "Colgate-Palmolive" wished to compete with Procter & Gamble as a

sponsor of soap operas. Although the company sponsored many shows in part, they

were most famous for being the full sponsor of the serial The Doctors.

George Henry Lesch was president, CEO, and chairman of transformed the board of

Colgate- Palmolive in the 1960s and 1970s, and during that time it into a modern

company with major restructuring.

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In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a

leading maker of natural toothpaste, for US $100M. Tom's of Maine was founded by

Tom Chappell in 1970.

Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it

is publicly listed in only two, the United States and India.

In June 2007, phony Colgate toothpaste imported from China was found to be

contaminated with diethylene glycol, and several people in eastern U.S. reported

experiencing headaches and pain after using the product. The tainted products can be

identified by the claim to be manufactured in South Africa by Colgate-Palmolive

South Africa LTD, they are 5oz/100ml tubes (a size which Colgate does not sell in

the United States) and the tubes/packaging contain numerous mis-spellings on their

labels. Colgate-Palmolive claims that they do not import their products from South

Africa into the United States or Canada and that DEG is never and was never used in

any of their products anywhere in the world. The counterfeit products were found in

smaller "mom and pop" stores, dollar stores and discount stores in at least four states.

YEAR-WISE AGENDA OF COLGATE-PAMOLIVE COMPANY

1806

William Colgate starts a starch, soap and candle business on Dutch Street in New

York City.

1817

First Colgate advertisement appears in a New York newspaper.

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1857

Upon the death of founder William Colgate, the company is reorganized as Colgate &

Company under the management of Samuel Colgate, his son.

1864

B.J. Johnson opens a soap factory in Milwaukee, WI which later becomes the

Palmolive Company.

1872

Peet Brothers establish Soap Company in Kansas City, Kansas where they

make Crystal White soap. Cashmere Bouquet, the first milled perfumed toilet

soap, is registered as a Colgate trademark.

1896

Colgate introduces toothpaste in a collapsible tube.

1900

Colgate wins top honors for its fine soaps and perfumes at the World’s Fair in Paris.

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.”

1920s

Colgate begins establishing operations in Europe, Asia, Latin America and Africa

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1926

Soap manufacturers Palmolive and Peet merge to become Palmolive-Peet Company.

1928

Colgate merges with Palmolive-Peet to become Colgate-Palmolive-Peet Company.

1953

Colgate-Palmolive Company becomes company's official name.

1968

Colgate toothpaste adds MFP Fluoride, clinically proven to reduce cavities

1976

Colgate-Palmolive acquires Hill's Pet Nutrition. Today Hill's is the global leader in pet

nutrition and veterinary recommendations

1989

Annual Company sales surpass the $5 billion mark

1997

Colgate Total toothpaste is introduced in the U.S. and quickly becomes the market

leader. Only Colgate Total, with its 12-hour protection, fights a complete range of oral

health problems.

2006

Colgate enters the fast-growing Naturals segment by purchasing Tom’s of Maine, a

leader in that market in the United States.

Today … surpassing $13 billion, Colgate focuses on four core

businesses:
Today, with sales
Fruit®*

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 SUBSTITUTES

PEPSODENT

Pepsodent is a brand of toothpaste with a wintergreen flavor. It was formerly

owned by Unilever (but, since 2003, by Church and Dwight in USA). It was

advertised for its purported properties fighting tooth decay, attributed in

advertisements to the supposed ingredient Irium. Irium is another word for sodium

lauryl sulfate, an inexpensive ionic surfactant.

Pepsodent was a very popular brand before the mid '50s, but its makers were

slow to add fluoride to its formula to counter the rise of other highly promoted brands

such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous

product; sales of Pepsodent plummeted. Today Pepsodent is a “value brand” marketed

primarily in discount stores and retails for roughly half the price of similarly-sized

tubes of Crest or of Colgate.

Pepsodent is still sold as a Unilever property in India, Indonesia, Chile,

Finland, and several other countries.

MISWAK

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 Miswak is scientifically formulated, Ayurvedic toothpaste, from pure extract

of the Miswak plant, 'Salvadore Persica' - the famous 'Toothbrush Tree' used for

centuries. The astringent and bactericidal properties of Miswak help reduce tooth

decay, fight plaque and prevent gum disease.

PROMISE

Promise Toothpaste is unique toothpaste containing natural and time-tested

clove oil. The scientifically proven antiseptic and bactericidal properties of clove oil

help keep teeth strong and gums healthy.

Promise toothpaste was awarded Le Monde World Selection Gold Medals in

London and Amsterdam for superiority in product quality. Promise became India's

first toothpaste to receive international accreditation from the British Dental Health

Foundation (BDHF).

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 PROMOTIONAL STRATEGIES OF COLGATE

Colgate has developed a powerful Branding Strategy which has significantly helped
the Brand in acquiring substantial amount of share in the oral care market of India. In

order to strengthen its' Brand Identity, Colgate is still restructuring its Branding

Strategy Its strategy was strong enough to position the company as a major brand in

the oral care market of India. The Brand Colgate emerged as a market leader as it

bagged considerable amount of market share in all the segments of oral care market

like toothpaste segment, tooth powder segment and toothbrush segment. The

following companies are the major competitors of Colgate-Palmolive (India) Limited

• Dabur India Limited

• Hindustan Unilever Limited

• Gillette India Limited

• JHS Svendgaard Laboratories Limited

• Amar Remedies Limited

• J.L. Morison (India) Limited

• Elder Health Care Limited

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 ADVERTISEMENT

Colgate primarily used advertisements as its main promotion strategies. Its different

products which are designed for different segments are targeted to the audience by

highlighting its features. Its common tagline for all products is -“No 1 brand

recommended by dentist.” Colgate has taken up a weird advertising campaign in

Bangkok.

SALES PROMOTION

As such no promotion is done at retail level except the recommendation by the

shopkeeper. But for market COLGATE uses VAN (van is a mobile promotion station

having facilities for screen show, slide show and mike publicity.

PUBLIC RELATIONS

PR campaigns were undertaken extensively during the launch of the brand in leading

newspapers and magazines, though they were focused more directly on enhancing the

image of the parent company in the eyes of stakeholders like shareholders potential

investors, etc. that in consumers.

SALES FORCE

Sales force consists of the company’s distributor’s (who are instrumental) ensuring that

the product is stocked by the retailers, which is made easier by the range of product

offerings supplied by the same distributor of Colgate Palmolive.

CHANNELS

The products are sold in retail outlets like Kirana stores, supermarkets, medical shops,

co-operative stores etc. It is distributed through the supply chain of company

distributor to wholesaler to retailer to final consumers.

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OTHER CONSUMER PROMOTIONAL STRATEGY

• Colgate's Bright Smiles, Bright Futures Scholarship Offer

After learning five Oral Care Tips and answering the questions one can get an

opportunity to earn a scholarship of Rs. 10,000/-

• Mega Value Offer for 'All Around Decay Protection'.

If one buys 200g + 100g tubes of Colgate Dental Cream in a Value Pack for Rs. 86/-

one can get a Colgate Extra Clean Toothbrush worth Rs 16 free.

• Colgate Maxfresh Gel

Get a toothbrush free with 150g plus a 80g tube.

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 Product Wise Promotion

• COLGATE DENTAL CREAM Tag lines- “Get maximum all

round protection”

Targets the households and advertise primarily through television add where a child

and her Dolly is used to show that Colgate fight germs stuck in the middle of teeth.

• COLGATE ACTIVE SALT Tag line –“Fights germs for healthy gums

and teeth”

Targets young people where pains in gums are a common problem. The commercial

reflects the need to use salt toothpaste for healthy gums.

• COLGATE MAX FRESH Tag Line – “Not just fresh Max fresh”

The add targets the audience who are conscious of their looks and therefore fresh

smell is required to go with their personality.

• COLGATE TOTAL 12 Tag line – “The most advanced toothpaste for

your superior oral teeth”.

It targets the common man conscious of his teeth and therefore requires 12 hours of

protection. It even indirectly highlights the need to brush twice. It shows that the

toothpaste fights 12 problems for 12 hours.

• COLGATE HERBAL WHITE

It essentially targets at traditional consumers who seek natural ingredients in their

toothpaste (such as in semi-urban and rural towns).

• COLAGTE SENSITIVE ORAL Tag line –“Fast relief from the pain of

sensitive tooth”

The advertisement is targeted more for people who have sensitive teeth be children or

adult

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 OBJECTIVE OF THE STUDY

Research Objective:

The purpose of the research is to discover answers to question through the application

of scientific procedures. The main aim of the research is to find out the truth which is

hidden and which has not been discovered as yet. Though each research study has its

own specific purpose we may think of research objectives as falling into a number of

following broad grouping:

• Study of Customer satisfaction of “COLGATE ” in market.

• Market survey of different retailers who provided the COLGATE

products to the end consumers in Market.

• To know the strategy & business policy of a company regarding

customer satisfaction.

• To study the behavior of the customers & his agents.

• Find a way of making healthy relations with the customers.

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 RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is the determination and statement of the general research approach or

strategy adopted for the particular project. It is the heart of the planning. If the design

adheres to the research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement

of condition and analysis of data in a manner to combine relevance to the research

purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the suppliers and public to

draws the conclusions regarding the objective.

For visiting the suppliers and publics to collect the relevant information; a questionnaire

has to be designed. The questionnaire was designed in such a manner to achieve the

objective of the research. The sample size taken is 50 respondents.

TYPE OF RESEARCH

In this project, Descriptive Research has been used.

Descriptive Research

This is a kind of research structure which is concerned with describing the characteristics

of the problem. In this way the main purpose of such a research design is to present a

descriptive picture about the marketing problem on the basis of actual

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facts. For this it is important to obtain the complete and actual information about the

subjects.

Sampling Technique: I used random sampling technique in my survey.

Random Sampling: - This is the simplest and most popular technique of

sampling. In it each unit of the population has equal chance of being included in the

sample. This method implies that if N is the size of the population and n units are to

be drawn in the sample, then the sample should be taken in such a way that each of

the samples has chance of being selected.

Reason of using Random Sampling:-

i. The conclusion can be easily derived

ii. Accurate mathematical tests may be applied to judge the randomness of the

sampling method

iii. This method is objective full

iv. Each possible sample combination an equal chance of being chosen

v. Each element in the population an equal chance of being included in the

sample and all choices are independent of each other

DATA COLLECTION

After the research problem has been defined and the research design has been chalked

out the task of date collection begins.

Types of Data Collection

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There are two types of data used. They are primary and secondary data. Primary data is defined as

data that is collected from original sources for a specific purpose. Secondary data is data

collected from indirect sources. (Source: Research Methodology, By C. R. Kothari)

 Primary Sources

These include the survey or questionnaire method as well as the personal interview

methods of data collection.

 Secondary Sources

These include books, the internet, company brochures, product brochures, the company website,

competitor’s websites etc, newspaper articles etc.

Sampling universe : Colgate users of LUCKNOW

Sample size : 100

Sampling Unit : Barabanki, Safedabad.

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 DATA ANALYSIS AND INTERPRETATION

Q.1 For how many years you are the customer of our company ?

S.No. Topic Percentage

1 One Year 0
2 Two year 33
3 More than two year 67
4 less than one Year 0

INTERPRETATION-:

• 33% says from two years.

• 67%says more than two years.

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Q.2. How would you rate the quality of our products?

S.No. Topic Percentage

1 Excellent 20
2 Very Good 40
3 Good 40
4 Poor 0

INTERPRETATION-:

• 20% says excellent.

• 40% says very good.
• 40% says verygood.

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Q.3. We are using agro based raw materials (Bagasse,Husk,Wheat straw)
except wood,is it beneficial for quality(property)?

S.No. Topic Percentage

1 Yes 100
2 No 0

INTERPRETATION-:

• 100% says yes.

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 Q.4. How would you rate the product that we provide?

S.No. Topic Percentage

1 Excellent 10
2 Very Good 70
3 Good 20
4 Poor 0

INTERPRETATION-:

• 10% says excellent.

• 70% says good.
• 20% says good

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Q.5. How would you rate the packaging quality of Colgate products?

S.No. Topic Percentage

1 Excellent 30
2 Very Good 50
3 Good 10
4 Poor 10

INTERPRETATION-:

• 30% says excellent.

• 50% says good.
• 10% says adequate.
• 10% says poor

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 Q.6. What level of confidence do you have in us to deliver the
products that you required?

S.No. Topic Percentage

1 Complete 30
2 A lot 50
3 Some 10
4 Little 10

INTERPRETATION-:

• 30% says complete.

• 50% says a lot.
• 10% says some.
• 10% says little.

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 Q.7. How would you rate the availability of the stocks of colgate products
in your near by store:-

S.No. Topic Percentage

1 Excellent 10
2 Very Good 70
3 Good 10
4 Poor 10

INTERPRETATION-:

• 10% says excellent.

• 70% says Very good.
• 10% says good.
• 10% says adequate.

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Q.8. Are we responding promptly to the problem? If yes please rate-:

S.No. Topic Percentage

1 Excellent 20
2 Very Good 40
3 Good 20
4 Poor 20

INTERPRETATION-:

• 20% says excellent.

• 40% says good.
• 20% says adequate.
• 20% says poor.

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 Q.9. Colgate is able to provide value for money? Please rate-:

S.No. Topic Percentage

1 Excellent 20
2 Very Good 40
3 Good 30
4 Poor 10

INTERPRETATION-:

• 20% says excellent.

• 40% says good.
• 30% says adequate.
• 10% says poor.

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Q.10. In Comparision of Colgate competitors our product quality is-;

S.No. Topic Percentage

1 Good 10
2 Better 60
3 About the same 30
4 Poor 0

INTERPRETATION-:

• 10% says good.

• 60% says better.
• 30% says about the same.

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Q.11. Compared to our competitors our product price is-:

S.No. Topic Percentage

1 Higher 30
2 Lower 0
3 About the same 40
4 Average 30

INTERPRETATION-:

• 30% says higher.

• 40% says average.
• 30% says about the same.

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Q.12. Overall how would you like to rate our performance?

S.No. Topic Percentage

1 Getting much better 20
2 Getting better 50
3 Staying about the same level 30

4 Getting worse 0

INTERPRETATION-:

• 20% says getting much better.

• 30% says staying about the same level.
• 50% says getting better.

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 Q.13. Based on our performance, how likely are you going to purchase
in the future?

S.No. Topic Percentage

1 Higher 50
2 Lower 40
3 About the same 10
4 Average 0

INTERPRETATION-:

• 50% says certain they will purchase.

• 40% says very likely they will purchase.
• 10% says somewhat likely.

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 FINDINGS

1. In case of sales agent behaviors the COLGATE agents are more efficient and

focused.

2. Due to 4 Customers in Lucknow it is easier for the retailers to give orders

because of small payments.

3. There are many schemes given by the COLGATE in small quantity to his

retailers i.e., Cash discount on every sales order.

4. Experience salesman easily influences the super value store.

5. COLGATE are providing much benefit to the retailer to increase their sales i.e.,

windows display, canopy etc.

BASED ON CUSTOMER REVIEW

First of all I would like to thanks to my mentor(Mr. Saurabh Sinha) to give me the

opportunity to visit various places. It was the great experience of my life. I have

enjoyed every moment of my work. Basically my visit was based to know about the

satisfaction level of our customers.

• Quality of our product is better than others.

• Price is greater than others.

SUGGESTIONS

• Provide training to customer after benchmarking.

• Provide training to dealers also.

COMPLAINTS-:

• No confirmation of order.

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 • No delivery schedule.

• Price list not provide time to time.

• My third meeting was scheduled with COLGATE where I found that they

are totally disappointed, either from our product or services.

ISSUES-:

• Mail response (Need of customer representative).

• Cobb factor (Ink does not observe effectively).

• Increase wastage of printer because of poor quality.

• Tensile factor.

• My fourth meeting was scheduled where I came to know that they want to

place more order but because of poor quality they does not.

COMPLAINTS-:

• Moisture variation.

• Pin holes.

• Delivery schedule.

ISSUES-:

• Does not provide products.

• Lack of communication.

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 From the above discussion it is clear that most of the customer is not satisfied

from our services rather than our product. I think there is a requirement of

customer representative who can respond promptly to the problems of

customers.

After rest of a weak my next visit has been scheduled to Punjab & Himachal Pradesh.

First of all I would like to say that both states having a wonderful culture whether it is

Punjab or Himachal Pradesh.

• My first visit scheduled to meet Miss Amita (Nexgen laminator,

Patiala), where I found that she is also not satisfied with our services.

ISSUES-:

 Mismatch of delivery schedule

 Not provide required & sufficient product at a time.

• My second visit scheduled to meet our respective dealer Mr.Varunkhemka

(Mamanlalshyam Chand, Ludhiana).He is the first one who have no issues

regarding our product & services.

• My third visit has been scheduled to meet Mr.Shyal (Chandigarh paper

pack, Chandigarh).First of all I would like to tell that Chandigarh paper pack

is working with us from 1985, (one of the old buyers of our product).

COMPLAINTS-:

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  Delivery schedule always creates problem.
 No response of mail.
 Holes in paper (sometime big or small).
 Freight problem (like he orders 15 tons but our company delivered

only 11/12/13 so it creates a lot of problem regarding freight.

 Cash discount (2 %).

ISSUES-:

 Mismatch of delivery schedule.

 Joint problem in role.
 Roll no. not printed sometime.
 Holes problem.
• My seventh & last visit scheduled to meet with the production manager of

COLGATE.

COMPLAINTS-:

 Curling problem.
 Weight problem. (Ordered 10 ton, but after printing it becomes

only 7/8.

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 SUGGESTIONS

These are some of the recommendation which can be given in case of COLGATE :-

1. Sales agent who is in market should be experience person because they are

easily made relationship with her retailers.

2. COLGATE can provide a various new schemes to his retailers for making

potential retailers.

3. There should be some visit of the Area Manager from time to time arrange by

the company.

4. The employee should be given uniforms in which the name of the company

should be printed, by doing this the sales people get motivated. These shops

should be opened for 24 hours. They should offer 24 hours free home delivery

system.

5. The delivery vehicle should be attractive the name of the company should be

printed in that so that it becomes the sources of advertisement.

6. The companies should emphasis on its advertisement; there should be BRAND

FIT in that.

For example when lux launch its advertisement with sharukh khan with girls. It was

heavily criticized because it was not fit with the brand. It adversely affects the

opinion of the customer and it results in decrease in sales.

7. Company should emphasis on their business areas. They should penetrate their

business in the rural areas. 69% of the Indian population lives in rural areas.

There is huge market there and very less market has been penetrated.

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SUGGESTED KEY ATTRIBUTES WHICH WILL HELP IN INCREASING SALES OF

COLGATE ARE:

Key attribute components:

Value for money and Customer Care Operational

attributes.

Physical attributes.

Brand Image.

Customer Specific Details.

In any correspondence with the customers the message should be sent in these

components only to have the maximum benefit from the advertisement. Also these

components should be dealt with independently. The advertisements should speak

only of the believable concepts rather than glorifying the pretentious ones. The basic

need of the customer need to be addressed which is actually not much expensive and

better quality.

COLGATE sales growth in 2006-2007 was stagnant (no changes) due to the problem

with promotion and pricing. Although being the most competitive product on the

basis of the Market Operating Price (MOP), the shampoos are still not selling much.

This is perhaps due to the bargaining stress on the customer and the weak push given

by the dealer to the particular item, when actually it should be sold like a high volume

product.

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Another serious suggestion is that COLGATE must give good attention to their all the

products price and all are not getting much attention. The dealers don’t provide much

support to the customers in making them understand the real Quality behind them.

Either, the technical details should be presented in a clearer manner or the dealers

need to be educated properly.

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 CONCLUSION

With the study of the topic we can know about the distributor relationship with the

retailers of the largest firm in retail Sector are:

COLGATE.

With the study it can be easily known how the retailers are been selected COLGATE

(Super value store) and what the terms and conditions regarding the selection of the

retailers and what are the benefits being provided to the retailers and what are the

various benefits being provided to the retailers in order to increase their sales.

The company is making there strategies regarding the customer and the various

product assortment being provided to the retailers and whether the distributor is

helping the retailers in managing the demand of the retailers and also the sales agent

behavior and delivery man behavior affects the sale of the retailers as well as the

distributor.

So, my study is visualize the customer satisfaction of the COLGATE in rural areas

and they say that retailers liked

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 BIBLIOGRAPHY

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New Delhi.

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□ Crawford, C. M. (1985) “A New Positioning Typology,” journal of Product

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Management, 4, 243-253

□ Domzal, T. and Unger, L. (1987) “Emerging Positioning Strategies in Global

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□ Hooley, G., Saunders, J. and Piercy, N. F. (1998) Marketing Strategy and

Competitive positioning (2nd edit), Hemel Hempstead: Prentice-Hall

□ Kotler, P. (2000). Marketing Management, (Millennium Ed), Upper Saddle River, NJ:

Prentice-Hall

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Management,” .journal of Marketing, 50 (October), 135-145

□ Muhlbacher, H., Dreher, A. and Gabriel-Ritter, A. (1991) “MIPS-Managing Industrial

Positioning Strategies,” Industrial Marketing Management, 23, 287-297

Web Based References:-

www.wikipidea.com

www.colgate.org.in

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