Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Cottle-Taylor: Expanding the Oral Care Group in India

No description

Camille Rouleau

on 22 November 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Cottle-Taylor: Expanding the Oral Care Group in India

Situational Analysis & Problem Statement
Cottle-Taylor: Expanding the Oral Care Group in India
Cottle-Taylor Analysis
Alternative 1 :
by Christopher de Marco, Camille D. Rouleau, Robert Sakamoto, Viet Duy Nguyen & Nicole Lee
Founded in 1815 in Philadelphia
In 2009, 200 different products in three categories
Oral care, Personal Care and Home care
Goals :
-focus on higher margin products
-dissemination of products to emerging markets
- foreign markets
-geographic expansion
-new product development
India in 2009
based on 2001 census
Indian market and Oral Care
Alternative 2 & 3 :
Lang and Thailand

80% of population lives with less than 2$/day

Urban population
-22% of Indian population
-more affluent

Rural population
-78% of Indian population
-more price sensitive
-account for 64% of Indian expendituress

Problem Statement
3. Develop a marketing strategy that
- increases unit sales by 30%
- increases revenue contributions
-increases bottom line
2. Select target market
3. Allocate advertising dollars between three messages
-first time users
-increase incidence
-upgrade products
-General lack of knowledge
-50% of population not concerned with oral care
-1 “dental personnel” per 10,000 people
-Dental professionals cater to more affluent population
-Indian Dental Association
-rural residents are twice as likely to adopt oral care when exposed to messages
International workforce & foreign communities
Between 2004 and 2009, Cottle’s sales grew by 8% annually, net income by 12%, and earnings per share by 14%
Authority on oral care
Share of total oral care market of 38%
Ability to adjust its product mix to meet demand
Wide variety of tooth brush designs
Cottle toothbrushes accounted for 46% of total toothbrush units sold in India in 2009
Lower prices on basic toothpastes and toothpowder (lowering gross margin from 31% to 25%)

Weak communication: distributors do not understand the key selling points of Cottle’s toothbrushes

Half of population not brushing yet so 500 million potential customers
Majority of Indians want to upgrade from home-grown dental remedies to inexpensive modern oral care products
Cottle products sold in more than 450,000 retail outlets throughout the country
Rising awareness of dental health benefits
Western influence
Secured early market share in low-and mid-range products
Quality and reliability of distribution network
80% of Indians live on less than $2 per day
In rural areas, many Indians did not associate dental problems with improper oral care
Four out of five toothbrushers use the same brush well beyond three months
Competitors are likely to invest the market soon

-price sensitive
-generally unaware of oral health measures

Demographic environment
22% are urban residents and 78% are rural residents

High quality products
Existing relationships with customers because of frequent partnership with IDA
Established brand, compared to competitors

Distributors : reliable
Weak communications
Dentistal professionals
IDA : major asset

Hinda-Daltan : 21% market share
SarIndia : 11% market share
1. Select target market
2. Allocate advertising dollars between 3 messages
-first time users
-increase incidence
-upgrade products

-Target customers: rural residents: 78% of the population (905 million)
-Rural consumers accounted for 64% of total Indian expenditures
-Rural exposure to global news and information was increasing
- Existence of IDA to inform, educate and empower Indians on oral health issues
-Trend of upgrading to modern oral care products
-Rural residents exposed to the IDA campaigns were twice as likely to adopt toothbrushing
-77% of brushers don’t brush their teeth twice daily
-80% of brushers don’t replace their toothbrush after 3 months
-Rural residents were 5 times more likely to refrain from using modern oral care products than urban residents
-Rural consumers lived on inconsistent daily or weekly wages
-80% of Indians lived on less than 2 dollars per day
-Rural consumers lacked access to credit
-Distributors have communication problems in rural areas
-Rural distributors can’t stock excess inventory
-Urban consumers are less price-sensitive
-Economic growth in India
-Trend of high-income shoppers frequenting supermarkets
-Established relationships with large distributor and supermarket
-New study stating the battery brushes were more effective than manual brushes In removing plaque and reducing gum bleeding
-Target customers: urban residents: 22% of the population
- Only a small subset of wealthy consumers could afford a battery-operated toothbrush
-Increasing advertising money in India despite Cottle was cost-conscious
Financial analysis & Rationale
Rural targeting

Messages’ allocated budget
Message 1: 70%
Message 2: 28%
Message 3: 2%
Plan of action: marketing mix

PULL: initiatives to increase awareness of oral healthcare
Educational programs (partnership with IDA) + sampling toothbrushes
Mass media: raise awareness of oral healthcare

PUSH: initiatives to support rural distribution channels
Rewarding campaign: bonus, discounts
Sales force
Small rural retailers
Smaller packaging
Individual “compact” toothbrushes
Boxes with fewer units
Counter displays at retailers’: visibility (eyes-level)
“Think twice, act wise”
Full transcript