Acknowledgement

The research on Comparative Study between Colgate &

Pepsodent has been given to me as part of the curriculum in 3 years bachelor degree in Business
Administration.

I have tried my best to present this information as clearly as possible using basic terms that I
hope will be comprehended by the widest spectrum of researchers, analysts and students for
further studies.

I have completed this study under the able guidance and supervision of Miss Jyotsana Kapoor
ma’am . I have received from them towards fruitful and timely completion of this work.

I also thankful to my friend who helped me a lot in the completion of this project. And special
thanks to all the respondents who helped me in collection of data required for the study.
 Preface
A, as theories alone do not give perfection to any discipline .The gap A professional course in
(Bachelor of business administration )is incomplete unless the theoretical knowledge acquired in
the class room is backed up by practical exposure between theory and practiced is bridged by the
summer training ,which has been an integral part of the syllabus.

This present Project report is an image of what I have done and observed during my market
survey in COLGATE & PEPSODENT.

I was assigned a project COMPARATIVE ANALYSIS OF COLGATE AND PEPSODENT.

This report is the result of the work done during the research period...

I have tried my level best to be as a systematic as possible and to avoid any sort of biases.
 Student Declaration

I, Mankaran Singh Bhatia student of BBA at Axis colleges, Kanpur of hereby declare that
the Project work entitled a comparative analysis on the COLGATE AND PEPSODENT
is compiled and submitted under the guidance of Jyotsana ma’am . This is my original
work.
Whatever information furnished in this project report is true to the best of my
knowledge.

NAME: MANKARAN SINGH BHATIA

BBA 2NDYEAR

ROLL NUMBER-21014000539
 CHAPTER - 1

INTRODUCTION
Introduction of Toothpaste Industry

The toothpaste history in India can be tracked back from 1975 with 1200 tonnes of

toothpaste produced by the toothpaste industry. Prior to the toothpastes Oral Hygiene

was the domain of local home made powders and ayurvedh practitioners. With the

entry of Colgate in Indian marketplace the awareness about Oral care and the

importance of oral care. In recent years the Industry has shown impressive growth rate

of 18.6% (this growth is calculated in terms of value growth in Rs.).

The growth in the Urban market has been largely by the Gel Segment. Presently, a large

chunk of the Market is still held by Colgate. The major players in the toothpaste Industry

being Colgate Palmolive and Hindustan Lever Limited and several minor players like

Balsara hygiene, Dabur and Patanjali etc.

Presently Colgate Dental Cream holds 52% of market share. HLL’s Close up lies far

behind with 23% of the existing market share. The third player in the marketplace in

terms of market share is Colgate Gel with 10.5% of the market share. That leaves 14.5%

market share for other Brands like Pepsodent, Pepsodent G, Promise, Babool,

Sensofoam, Forhans, Cibaca, Neem, Vicco etc. The toothpaste market is presently

valued at Rs. 750 crores out of which the Gel segment has already bagged 1/3rd

portion of it. The Gel segment presently stands at Rs. 248 crores and is growing at a

rate much faster than Cream. In India toothpaste usage as compared to other countries

is very low which signifies about the potential of the market. In Urban India the usage of

toothpaste per person per year is just 190gms. Where as it is 200gms of toothpaste per

person per year in developing countries as Indonesia and Thailand. In developed

countries as USA and other European countries the toothpaste usage is 375 gms per

person year. In India the toothpastes companies are going in for advertising on a heavy

note, on an average the companies managing this FMCG category are spending 6.15%

of their sales on development. Colgate Palmolive had shelled out 15% of their sales on

ads in the year 1994. Dabur had an ad expenditure of 5.07% for the year 1993. whereas

balsara Hygiene spend a huge 10.17% of their sales.

SWOT analysis of the Industry

❖ Strengths
 Market reach for both rural and urban areas
 Availability of raw material
 Low operational cost
❖ Weaknesses
 Point of parity
 Research and Development

❖ Opportunities
 Purchasing power increase
 Health camp
 Low dentist population ratio

❖ Threats
 Well established competitor substitute

Top Ten Toothpaste Brands

➢ COLGATE (Colgate Palmolive Ltd)

➢ PEPSODENT (Hindustan Unilever)

➢ CLOSE UP (Hindustan Unilever)

➢ SENSODYNE (GlaxoSmithKline) ➢ AQUAFRESH

(GlaxoSmithKline)

➢ ANCHOR (Anchor health & beauty care Ltd.)

➢ DABUR RED (Dabur India)

➢ BABOOL (GlaxoSmithKline)

➢ MESWAK (GlaxoSmithKline)
 ➢ VICCO BAJRADANTI (Vicco Laboratories)

History of Colgate

 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.

 1820 Colgate establishes a starch factory in Jersey City, New Jersey.

 1857 Upon the death of founder William Colgate, the company is recognized as
Colgate & Company under the management of Samuel Colgate, his son.

 1873 Colgate introduces toothpaste in jars.

 1879 Gerhard Mennen establishes a pharmacy in Newark, NJ, later becoming the
Mennen Company.

 1896 Colgate introduces toothpaste in collapsible tube.

 1902 Stylish Colgate advertisement begins, emphasizing ingredient purity and

product benefits.
 1906 Colgate & Company celebrates its 100th anniversary. Product line includes
over 800 different products.

 1911 Colgate distributes two million tubes of toothpaste and toothbrushes to

schools, and provides hygienists to demonstrate tooth brushing.

 1914 Colgate establishes its first international subsidiary in Canada.

 1930 On March 13, Colgate is first listed on the New York Stock Exchange.

 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.

 1956 Colgate opens corporate headquarters at 300 Park Avenue in New York
City.

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

 1972 Colgate acquires Hoyt Laboratories, which later becomes Colgate Oral
Pharmaceuticals.

 1985 Colgate-Palmolive enters into a joint venture with Hong Kong based Hewley
& Hazel, a leading oral care company, which adds strength in key Asian markets.

 1989 Annual Company sales surpass the $5 billion mark.

 1995 Colgate enters Central Europe and Russia, expanding into fast growing
markets.

 1997 Colgate Total toothpaste is introduced in the U.S. and quickly becomes the
market leader. Only Colgate Total, with its 12 hours protection, fights a complete
range of oral health problems.
  2004 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.

 Today, with sales surpassing $15 billion, Colgate focuses on four core
businesses; Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate now
sells its products in over 200 countries and territories worldwide.

History of Pepsodent

Pepsodent toothpaste was introduced in the USA in 1915 by the Pepsodent Company of

Chicago. The original formula for the paste contained pepsin, a digestive agent

designed to break down and digest food deposits on the teeth, hence the brand and

company name.

From 1930 to late 1933 a massive animated neon advertising sign, featuring a young

girl on a swing, hung on West 47th Street in Times Square in New York City. (This ad

was re-created for the climax of the 2005 film King Kong and was featured in the

original film in a establishing shot of Times Square itself.)

Following the acquisition of the Pepsodent Company by Unilever in 1944, sales of

Pepsodent in the UK increased rapidly, more than doubling between 1944 and 1950. The

company outgrew its original factory in Park Royal, and the manufacture of the product

was moved to the factory of another Unilever-owned toiletry manufacturer, Joseph

Watson and Sons of Whitehall Road, Leeds, in 1951.

Pepsodent was a very popular brand before the mid-1950s, 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.

The product was discontinued in South Africa in 1974 but was revived in 1976 with a

new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita

Moreno, Steve Lawrence, and others. The popular slogan was also changed in South

Africa to "You'll wonder where the dullness went / when you polish your teeth with

Pepsodent".

In 2003, household-manufacturing company Church & Dwight purchased the Pepsodent

brand rights in the United States from Unilever. Unilever still holds the rights to

Pepsodent, where it is sold outside the U.S. Church & Dwight also holds the rights to

such toothpaste brands as Aim, Arm & Hammer, Close-Up and Mentadent. This change
of ownership eventually led to addition of fluoride to the toothpaste. The company’s

new marketing strategy was retro packaging, retro flavor, modern levels of fluoride

content and low price. They offer two versions of Pepsodent; one with the original

flavor, as some consumers like the minty flavor it had in its glory days, and another with

enhanced whitening ingredients. Both versions, according to Church & Dwight, feature a

“proven cavity-fighting formula” that aids in the removal of plaque and promotes strong

enamel and healthy gums as well as tartar control.

The American Dental Association recommends brushing your teeth at least twice a day

with a fluoride toothpaste that bears the ADA’s Seal of Acceptance. Church & Dwight’s

Aim Cavity Protection Toothpaste and Arm & Hammer Dental Care Advance Cleaning

Mint Toothpaste with Baking Soda bear the ADA seal of acceptance. However, as of

July 2010, Pepsodent toothpaste, despite its staying power over the decades, did not.

Pepsodent is still sold as a Unilever property in all markets except the United States and

Canada. In Vietnam, Pepsodent is called P/S. In 2013, Pepsodent was ranked 201st

among India's most trusted brands according to the Brand Trust Report 2013 India

study, a research conducted by Trust Research Advisory. According to the Brand trust

Report 2014, Pepsodent moved up to 71st position among India's most trusted brands.

Pepsodent's parent company Hindustan Unilever was ranked 47th in the Trust Report

2014.

Swot analysis of Colgate

❖ Strength
 Geographically diversified industry
 Strong brand image
  Strong market share
 Appealing advertisements
 Huge sales growth
 Skilled workforce
 Strong promotional strategies

❖ Weaknesses
 Saturated market
 Market share is limited due to the presence of other strong FMCG brand
 Fake brands are supplied under their brand names

❖ Opportunities
 Tap rural market and increase penetration in same
 Emerging markets may attract business
 Differentiation strategy is required

❖ Threats
 Increase in commodity prices
 Fierce competition
 New entrants in the market can be a threat to Colgate

Swot analysis of Pepsodent

❖ Strengths
 Endorsed by FDI ( the largest dental association globally)
 Among the most trusted brands having celebrities like Shahrukh Khan as
brand ambassador
 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 also includes a range of toothbrushes
 ❖ Weaknesses
 Colgate is the top-of-the-mind toothpaste brand hance intense
competition
 Low penetration in the rural areas

❖ Opportunities
 Innovative marketing like Pepsodent packs included a Germ Indicator in
February-may 2002, which allowed consumers to see the efficacy in
fighting germs
 Pepsodent campaign which aims at educating consumers on the need for
germ protection through the night
 Smaller packaging for rural markets, tie-ups with hotel chains, schools

❖ Threats
 Competition from internal brand like Close Up in the same segment and
external brand like Colgate
 Oral hygiene still lacks in the rural parts of the country

Comparison between Colgate and Pepsodent

Colgate Pepsodent

Definition Colgate is a sub brand of Pepsodent is another leading name

Colgate Palmolive. Colgate in oral care solution. It has been
provides a range of hygiene around since 1920s. It provides a
related products. The name has range of toothbrushes and
been extensively popular for its toothpaste.
oral care products.
Toothpastes • Colgate Total • Pepsodent 2 in 1
• Colgate Visible White • Pepsodent Center Fresh
• Colgate Max Fresh • Pepsodent Germi check
• Colgate Kids Toothpaste • Complete + Gum Care
• Colgate Herbal • Complete 12 Pepsodent
• Colgate Cibaca Family • Pepsodent Milk Teeth
Protection Orange
• Colgate Active Salt • Pepsodent Milk Teeth
• Colgate MaxWhite Strawberry
• Colgate Kids Toothpaste • Pepsodent Whitening
• Pepsodent Cavity Prevention

Toothpastes • Colgate Sensitive Pepsodent Expert

for sensitive Prosensitive
• Colgate Sensitive-Pro-
teeth
Relief

Main Potassium Nitrate Potassium Citrate

ingredients of
Fluoride Hydroxyapatite
the sensitive
range Zinc Citrate
Fluoride
Guiding Reduce the weight of Remove the unnecessary
Packaging packaging components of packaging
Principles Remove the secondary Focus on the optimal size
and tertiary packaging and weight
layers Reusablitity of packaging
More use of recycled materials
materials Focus on renewable
Focus on the reusable resources
packages
Increase the use of recycled
components
 CHAPTER - 2
COMPANY
PROFILE
COLGATE

Mission - “To become a fast growing consumer goods industry by

developing and delivering innovative new products to consumers and
marketing them more efficiently”.

Vision- “Colgate’s vision is to become the best truly global products

company.
 Company Profile of Colgate
Type Public

Industry Personal Care

Founded 1806

Founder William Colgate

Slogan "World of Care"

Website www.colgatepalmolive.com

Key People Ian M. Cook, C.E.O.

Headquarter United States

Competitor Pepsodent & Close Up

Key Persons
Ian M. Cook Chairman, President, C.E.O.

Vinod Nambiar Chairman

Issam Bachaalani Managing Director

Franck J. Moison Vice Chairman

R.A. Shah Vice Chairman (Non-Executive & Independent Director)

Dennis Hickey Vice Chairman

P.K. Ghosh Deputy Chairman

M. S. Jacob Chief Financial Officer

Henning Jakobsen Chief Financial Officer

P. Justin Skala Chief Operating Officer

Noel Wallace Chief Operating Officer

Jennifer M. Daniels Chief Legal officer and Secretary

Vikram Singh Mehta Non-executive & Independent Director

Indu Sahani Non-executive & Independent Director

Shyamala Gopinath Non-executive & Independent Director

Sukanya Kripalu Non-executive & Independent Director

M. Chandrasekhar Vice president (Sales & Customer Development)

Variety of Colgate
Brand Colgate deals in various products relating to oral hygiene care.
Besides its normal variants used by every genre, it has also launched
special products for kids. The product kitty includes Colgate toothbrush
with bristles that are soft and reachable at every nook and corner of the
mouth to fight tooth decay and germs. Colgate toothpowder and
mouthwash is one of the very common products of this brand as they both
relate to a different section of the customers. The mouthwash makes the
mouth feel fresher.

The Colgate toothpaste comprises abrasive materials like fluoride that help
in scrubbing the plaque away from the teeth and polishes the surface by
removing the food stains. Presently, thirteen variants of the toothpaste are
available in the market that provides protection from cavities, prevention of
gingivitis and plaque, longer duration of fresh breath, controlling of tartar,
and whitening of teeth, strengthening of enamel and sensitivity relief.
Some of the various Colgate toothpaste products are-

➢ Colgate Toothpaste
➢ Colgate Total Advanced Whitening
➢ Colgate Total Advanced Clean
➢ Colgate Advanced Fresh Gel
➢ Colgate 2 in 1 Oxygen Whitening
➢ Colgate 2 in 1 Icy Blast
➢ Colgate 2 in 1 Kids Strawberry
➢ Colgate Regular
➢ Colgate Tartar Control Toothpaste
➢ Colgate Total
➢ Colgate Active Salt
➢ Colgate Total 12
➢ Colgate Cibaca
➢ Colgate Sensitive
➢ Colgate Max Fresh
➢ Colgate Fresh Energy Gel
 ➢ Colgate Toothbrush
➢ Colgate 360
➢ Colgate Zigzag
➢ Colgate Cibaca

➢ Colgate Tooth Powder

COLGATE
✓ STP Process of Colgate

Segmentation > Targeting > Positioning

PEPSODENT

Mission- "Unilever's mission is to add Vitality to life. We meet every

day needs for nutrition, hygiene, and personal care with brands that help
people feel good, look good and get more out of life.

Vision-
➢ We work to create a better future everyday.
➢ We will inspire people to take small everyday actions that can add up
to a big difference for the world.
 ➢ We will develop new ways of doing business with the aim of doubling
the size of our company while reducing our environmental impact.

Company Profile of Pepsodent

Parent Company HUL

Category FMCG

Sector Personal Care- Toothpaste

 Introduced in USA in 1915.

 Acquired by Unilever in 1944.
 In 1960, it failed because of awareness about Fluoride which helps
in fighting cavity.
 In 1993, came to India.
 Since 2003, Church and Dwight acquired Pepsodent, but in India it
is still sold under Unilever.
 Involved in CSR activities like dental check up and School
Program.
 Biggest competitors- Colgate and Close Up.

Key Persons:-
Mr. Harish Manwani Chairman
Mr. Nitin Paranjpe CEO and Managing Director

Mr. R. Sridhar Chief Financial Officer

Mr. Gopal Vittal Executive Director, Home & Personal

Care

Mr. Pradeep Banerjee Executive Director, Supply Chain

Mr. D.S. Parekh Independent Director

Mr. A. Narayan Independent Director

Dr. R. A. Mashelkar Independent Director

Mr. S. Ramadoral Independent Director

CHAPTER - 3
 MARKETING
STRATEGY
❖ Segmentation:-
➢ Demographic :- > On the basis of age group, gender.
> Different products for kids & adults, for boys &
girls. ➢ Psychographic/Behavioral:- > On the basis of their oral
care needs
> Whitening, Sensitivity

❖ Targeting:-
➢ Target group is mostly middle class families
➢ The Target group for various products differ on the basis of value
proposition
➢ For CAS:-
> Current user of Toothpaste products
> People who are conscious about the oral health
> People facing issues with oral health

❖ Positioning:➢ F
unctional benefits
➢ Dental hygiene

➢ Product basis
 The Doctor recommendation confirming the quality of the
product
➢ Competitor based
The added value than the competitor products
➢ Price Positioning
Trial products, products at multiple price points
 PLC - PRODUCT LIFE CYCLE OF COLGATE

PEPSODENT
✓ STP Process of Pepsodent

Segmentation > Targeting > Positioning

❖ Segmentation :- Pepsodent is a brand for "Aspiring" as well as

"Striving" i.e. for both mid and mass segments The
segmentation has been done as :-
➢ Geography:- > Rural Segment
> Urban Segment
➢ Behavior:- > Benefits - Type of Oral Problem
➢ Demography:- > Age - Kids, Youngsters, Elders
 > Income - Low Price, Medium Price, High Price

❖ Targeting:-
➢ Pepsodent is targeting the adult male/female and kids by different
varieties of products.
➢ They also target mothers as they use kids in their ads.
➢ The variants of Pepsodent in totality target complete family as a
family care products.
❖ Positioning:-
➢ Pepsodent is positioned as long-lasting protection from germs; it
could fight germs for hours after brushing
➢ Research suggested that mothers worry about what their kids eat,
especially when they are away from them, and its impact on their
dental health. Using that insight, Pepsodent launched the 'Dishoom
Dishoom' ad that said; Let Pepsodent fight germs for you.
✓Marketing Mix of Pepsodent
4 P's
❖ Product
❖ Price
❖ Place
❖ Promotion

Marketing Mix of Pepsodent analyses the brand/company which covers 4Ps (Product,
Price, Place, Promotion) and explains the Pepsodent marketing strategy.

Product:
Pepsodent is one of the leading oral care brands primarily into toothpastes and
toothbrushes. A brief about the product portfolio in its marketing mix can be explained
as follows. Pepsodent offers 5 different products in its dental cream segment namely
Expert protection, Clove and Salt, Germicheck, Supersalt, Whitening. Pepsodent is
among the most trusted brands in India (Brand Equity, Economic Times, India).
Pepsodent has positioned the product as one that fights germs and offers protection
against cavities and gum related problems. The brand also offers toothbrushes to its
product range. In the oral care market in India, toothpastes have the highest share
followed by toothbrushes. HUL has bundled certain product ranges of Pepsodent to
offer it in SKUs of 150 g, 300g, 100g and 175 g. For its premium offerings like Gum care,
expert protection, the SKUs has been maintained at 70g. Pepsodent mainly caters to
the urban market. There is a growing preference for products with natural and ayurvedic
ingredients. Indian toothpaste market is a growing segment with several opportunities
available. Almost one third of the population does not have access to any of the
modern oral healthcare facilities making it an attractive prospect for leading key
players.
Toothpastes are available in the powder, gel and cream formats in the market.

Price:
Pepsodent mainly targets the urban segment who do not mind spending more for a
quality product. The brand has positioned some of its daily use products a little above
that of Colgate. The additional price is commanded for its Germ shield active
ingredients. The key value proposition of Pepsodent is the value it offers for protection
against germs and cavities. Despite the USP the pricing of Pepsodent products in its
marketing mix is competitive enough to have a strong market share.

Place:
Pepsodent is sold through retail outlets. It is also available on e-commerce platforms
like flipkart and amazon. HUL has an amazing distribution and retail channel.
Pepsodent uses this similar retail channel to get the reach and breadth to sell its
products across all corners of the country. HUL has close to 7,000 redistribution
stockists covering about one million retail outlets. 2,000 suppliers and 7,000
distributors currently serve the 100 factories that HUL operates in India. Pepsodent is
made available in traditional mom and pop (kirana) stores and supermarket type retail
outlets too. Hence, due to the extensive network spread across, Pepsodent toothpaste
and toothbrushes are available easily.

Promotion:
Pepsodent has strong marketing focus and uses all channels to ensure good brand
visibility. Pepsodent used a problem-solving approach initially when the product was
launched. Its advertisements communicated about the problems that arise out of
germs and the film that deposits on teeth after food consumption. It was launched as a
10-day trial pack product allowing the consumers to test it before making volume
purchases. Pepsodent ads usually target children. Unilever believes in catching the
customers young, hence they specifically communicate its advertisements to children.
Toothpastes are tunnel products where consumers do not spend much time trying to
understand which product is the best. Hence, aggressive advertisements will help the
brands to gain a higher brand recall among consumers. Recently Pepsodent launched a
digital behaviour change programme that aims at making brushing a happy family
activity. Pepsodent are trying to move away from their traditional image of a product
exclusively for the children. Hence, this gives an overview of the marketing mix of
Pepsodent.
 PROMOTIONAL
CAMPAIGN
COLGATE
PEPSODENT
 H. R. POLICY
Introduction to HR Practice:-
➢ With reference to the HR Practice brief knowledge has been gained
how the Recruitment cycle functions, Selection done, training
calendar prepared, what does compensation & cost to company
means and the steps of performance appraisal.
➢ HR Practices helps in increasing the productivity and quality, and to
gain the competitive advantage of a work force strategically aligned
with the organization's goals and objectives.

Objective of HR Practice:- The main objective of HR

Practices is to differentiate the organization from it's competitors by
effective and efficient HR Practices. By following this, the organization
does its whole work process. The objective of HR Practices is to increase
productivity and quality, and to gain the competitive advantage of a work
force strategically aligned with the organization's goals and objectives.

PEPSODENT
HR Practices of Hindustan Unilever
➢ Effective and efficient HR Practices are very much important for every
organization. So, HUL has also its HR Practices, which helps it a lot of
achieve the targets.
 ➢ Human Resource Management initiatives in any organization
endeavor to change, redefine, revisit, renew, reinvent, revitalize &
restructure the organization's architecture. This is effectively done
with the help of alignment & integration of HR policies & strategies
with business goals & objectives.

The HR Practices of HUL are as follow:-

➢ Recruitment & selection
➢ Performance Management
➢ Training & Carrier development
➢ Compensation
➢ Employee Engagement

Recruitment & Selection

Recruitment:-
➢ It is a process to discover the sources of manpower to meet the
requirements of the staffing schedules and to employ the effective
measures for attracting that manpower in adequate numbers to
facilitate effective selection of an efficient work force. Edwin B.
Flippo has employees and stimulating them to apply for jobs in the
organization.
Process of Recruitment
➢ Finding out the requirement (hiring vs. exit), upcoming vacancies, kind
of employees needed.
➢ Developing suitable techniques to attract suitable candidates.
➢ Stimulating as many candidates as possible.

Sources of Recruitment
Internal sources External sources

Present employees Campus Recruitment

Retired employees Private employment consultant

Dependent of present Data Banks

Employee Referral Casual Applicants

Selection:-
➢ Selection is buying an employee (the price being the wage or
salary multiplied by probable years of service) hence bad
buys can be very expensive. For that reason some firms (and
some firms for particular jobs) use external expert
consultants for recruitment and selection.
➢ It is one area where the interference of external factors is
minimal. Hence the HR department can use its discretion in
framing its selection policy and using various selection tools
for the best result.
The Recruitment and Selection process of HUL
➢ The recruitment process of HUL Ltd starts from the requirement of
different departments as per to the organization chart. Then they tell
to the HR department. HR department takes the candidate from Data
Banks of Company, Poornata etc, then does the short-listing, then
does the scheduling for the interview. After this the selection and
negotiation process occurs. Then offer letter is been given to the
selected candidates. The employee then joins in the organization.
Then the company arranges the induction program for the employee.
After this the Recruitment process ends with this.

Performance Management
➢ It is a structured method of formally and objectively evaluating
employee's performance with respect to their objectives. It addresses
the issue of an employee's development by providing them with
structured and in-depth analysis of strengths and areas of
improvement. It provides with input for annual increments, training
and development.
➢ Performance Management system is essential to the success of any
organization because it influences the effort expended by employees,
which in turn, drives bottom line business results. Further more, the
performance Management system helps an organization identify,
recruit, motivate, and retain key employees.

Method employed
360° performance appraisal
 ➢ Mechanisms like 360° feedback provide feedback from Superiors,
peer groups and subordinates to provide holistic and objective
evaluation of the employees. Assessment on their potential is
communicated transparently to all employees individually and career
paths are shared with them.

Training and Development

➢ The training and development program is charted out to cover the
number of trainees, existing staff. The programs also cover the
identification of resources personnel for conducting development
program, frequency of training and development programs and
budget allocation. Training and development programs can also be
designed depending upon job requirement and analysis. Selection of
trainees is also facilitated by job analysis.
➢ The company has a strong focus on manpower training according to
their requirements. The internal training department aims at
improving the skills sets relevant to the work profile of employees.
This includes improving communication, different skills, E-mail
programming, Operation systems.

Meaning of training & development according to HUL

➢ The need for training and development is determined by the
employee's performance deficiency, computed as follows.
Training and Development Need = Standard Performance - Actual
Performance
➢ Training:- Training refers to the process of imparting specific skills.
An employee undergoing training is presumed to have had some
 formal education. No training program is complete without an
element of education. Hence we can say that training is offered to
operatives.
➢ Development:- Development means those learning opportunities
designed to help employees to grow. Development is not primarily
skills oriented. Instead it provides the general knowledge and
attitudes, which will be helpful to employers in higher positions.
Efforts towards Development often depend on personal drive and
ambition. Development activities such as those supplied by
management development programs are generally voluntary in
nature. Development provides knowledge about business
environment, management principles and techniques, human
relations, specific industry analysis and the like is useful for better
management of a company.

Compensation
➢ Hindustan Unilever offers compensation package on par or higher
than the industry standards based on the technical skills and
experience of the candidates. Employee benefits were standardized
across employees.
➢ The benefit schemes were re-evaluated twice a year. The benefit
programs included:
➢ Medical benefits that were aimed keeping the employees healthy and
motivated, so as to reach expected productivity levels.
➢ Tuition assistance programs which included financial assistance to
meet tuition expenses for all employees. This gave them the
opportunity to continue their formal education while working.
 ➢ A range of professional counseling and support services for
employees and eligible family members.
➢ Facilitation for employees to relocate if transferred to help them settle
easily in the new location.
➢ Assistance programs in case of emergency for employees and their
eligible dependents traveling on company work to locations
worldwide.
➢ Company stock offers to the employees to enable them to share the
benefits of the company's performance.

Employee Engagement
➢ Employee Engagement is the measure of how involved and
committed the workers are towards their organization and values. A
well engaged employee is well aware of the day to day happenings of
the organization and work with his or her fellow to improve the
performance of the individual and work towards the betterment of the
organization. It is an optimistic attitude that the employees hold
towards their organization.
➢ Employee Engagement is how the employee feels about his work
place and whether he or she is satisfied with the work or not. It is also
concerned with the emotions of an individual employee, the unique
emotional balance of employees and their experience. The employers
and their talent of creating conditions that give rise to employee
engagement. Communication among employees at all levels in the
organization.

Winning with People

➢ HUL was ranked the no.1 Employers of choice for students in the
annual Nielsen B-School Survey. In the survey, HUL retained the
 'Dream Employer' status for the 3rd year running and continues to be
the top company considered for application by B-school students.
➢ HUL received the'Dream Employer of the year' Award presented by
UTV Bloomberg.
➢ HUL was recognized as the Best Employer Brand in Asia at the Asia's
Best Employer Brand Award 2011.
➢ HUL has been recognized with the 'Leadership in HR Excellence'
award by the Confederation of Indian Industry (CII). The award was
presented by Dr. Ashwani Kumar, Minister of State and Planning,
Science & Technology and Earth Sciences at the 2nd CII National HR
Conclave 2011 held on 18 October 2011 at New Delhi.
➢ HUL recognized for HR Excellence HUL has achieved the highest level
of recognition among 39 participating companies such as BPCL,
NTPC, EID Parry, Essar, Bosh, Tata Power, Tata Hotels among others.

CHAPTER - 4
Conclusion / Findings:-

1. Most of the Colgate toothpastes are used by young

generation 15 to 30 and Pepsodent is mostly used by
children.

2. Colgate focuses on young generation as they advertise

& Pepsodent focuses on children as they advertise with
children and their parents.
3. Colgate & Pepsodent both the toothpastes and
toothbrushes are available easily in all around in India.

4. Profits are increasing year by year of both the

companies as balance sheet and profit and loss
account shows.

RECOMMENDATIONS /
SUGGESTIONS

1. Colgate should focus on young generation as well as

children.

2. Pepsodent should also focus on children as well as

young generation.

3. More service centers should be opened.

6. The price should be economic.

ANNEXURE

BIBLIOGRAPHY
www.hul.co.in
www.colgate.in
www.colgatepalmolive.com
www.scribd.com
www.slideshare.in

COMPANY PHOTOGRAPH

COLGATE
PEPSODENT
PRODUCTS