Cottle-Taylor: Expanding the Oral Care Group in India MEMORANDUM To: Brinda Patel‚ Director of Oral-Care Marketing From: Kunal Gulati and Gunjan Sharma‚ Assistant executives Date: October 31‚ 2009 Subject: Report on feasibility of 25-30% growth in the toothbrush market Ms. Patel‚ We have attached our projection report. As per our analysis‚ Mr. Lang’s idea of increasing advertising budget by 3% of sales will increase the unit sales by nearly 30% that will lead to $17.63m of profit from
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Vikram Pakanati Cottle-Taylor Understanding the demand: The main factors that drive demand for tooth brushes in rural India are Awareness‚ Affordability and Accessibility. 1. Oral health care awareness (Awareness) 2. Amount of Disposable Income (Affordability) 3. Price of product (Affordability) 4. Frequency of use (Awareness and affordability) 5. Firm’s brand awareness 6. Distribution to the market (Accessibility) 7. Strategically‚ how should Cottle-Taylor attempt to influence the demand for
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Case study : Cottle Taylor Problems faced by the company: The main issue faced is to determine the extent of product mix in a developing nation like that of India and to make the maximum revenue out of the current scenario. Various factors are contributing to the above issue * The demography and economic barrier * Uneven distribution of GDP * Problem is finding local talent to boost sales * Lack of dental hygiene sense * Low dentist to patient ratio * Less concentration
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Question 1: Cottle-Taylor A company’s marketing mix strategy is key to their success. Thorough analysis is needed to assure that product attributes‚ distribution strategy‚ communication strategy and pricing strategy are all in line with the company’s strategic goal. The following analysis is of Cottle-Taylor’s marketing mix strategy in India. Product Attributes: Cottle-Taylor has three product categories in order to reach their three market segments: 1) Low-End Manual‚ 2) Mid-Range Manual
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Cottle Taylor: Expanding the Oral Care Group in India In 2009‚ the director of the oral-care marketing for the India division of Cottle- Taylor‚ Brinda Patel‚ thought of the brilliant idea to expand the oral care system in India. At this time 50% of the Indian population was very uninterested in curing their dental problems and did not see the need to obtain dental hygiene like toothbrushes and toothpaste. However‚ this did not stop Patel. She still believed that her plan would have a 20% increase
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Report on Cottle taylor oral care:- Issues faced by Cottle Taylor:- * To create a revised marketing plan based on the data available. * Which of the three message to be advertised and worked on in rural and urban. * Determining the product mix to gain more. Recommendations:- * The distribution of money spent for the three messages should be uneven as the needs of urban and rural consumer is different. For urban customer:- they use brushes often but seldom care about changing brushes
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prices by 20% on every item due to inflation in India‚ Lang’s projected revenue will exceed Patel’s one on $16‚88 millions. However‚ arrangement of projected plans of unit and revenue growth with costs (Exhibit 2) that Cottler India will have evidences that market plan that Michel Lang suggested will lead to a profit less than Patel’s on $0‚47 millions. As long as the primary goal of Cottler Taylor is to offset U.S. losses by boosting emerging markets (India in particular) bottom lines‚ Brinda Patel’s
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Cottle – Taloy : expanding the oral group in India Background Cottle Taylor was founded as a start hyup company in 1815. By 2009 they boast a product selection of over 200 oral care‚ personal‚ care‚ and home care products. In 2009 roughly 50% of the company revenue ($5.7 Billion) came from emerging markets. In 2009 Sales have grown 80% annually‚ net income 12% and earnings per share 14%. India Operations Cottle Taylor conducts its India operations through a subsidiary of the company called Cotte
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can influence the usage and buying habits of the consumers. d. Cottle should target the rural and semi urban market. 2. Following could be the marketing objectives Cottle can have- a. To educate the people and create awareness for oral care products. b. Increase the demand for their product. c. Increase the sales and revenue from their products. d. To acquire more market share than the competitors. 3. Yes Cottle has enjoyed first movers advantage. Now it has highest share in
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Brochure More information from http://www.researchandmarkets.com/reports/602416/ Indian Oral Care Market: Low Penetration Offers Growth Opportunities Description: In India‚ oral care market offers huge potential as penetration and per capita consumption of oral care products is very low. However‚ rising per capita income and increasing awareness is driving demand of oral care products. Consumers have started switching to value-added toothpastes like gels‚ mouth washes‚ and teeth whitening products
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