This document discusses strategies for Cottle-Taylor to expand their oral care business in India. It first outlines factors that determine demand for toothbrushes and how demand can be increased through promotion, distribution, and product design. It then analyzes Cottle's current business in India, including their product portfolio and market share challenges. Some key challenges are low oral healthcare awareness in rural India, price sensitivity due to low incomes, and distribution difficulties. The document concludes by recommending a marketing mix strategy for Cottle, including developing affordable manual and electric toothbrush lines, partnering with dental organizations for promotion, and establishing multiple distribution channels to reach both urban and rural customers.
This document discusses strategies for Cottle-Taylor to expand their oral care business in India. It first outlines factors that determine demand for toothbrushes and how demand can be increased through promotion, distribution, and product design. It then analyzes Cottle's current business in India, including their product portfolio and market share challenges. Some key challenges are low oral healthcare awareness in rural India, price sensitivity due to low incomes, and distribution difficulties. The document concludes by recommending a marketing mix strategy for Cottle, including developing affordable manual and electric toothbrush lines, partnering with dental organizations for promotion, and establishing multiple distribution channels to reach both urban and rural customers.
This document discusses strategies for Cottle-Taylor to expand their oral care business in India. It first outlines factors that determine demand for toothbrushes and how demand can be increased through promotion, distribution, and product design. It then analyzes Cottle's current business in India, including their product portfolio and market share challenges. Some key challenges are low oral healthcare awareness in rural India, price sensitivity due to low incomes, and distribution difficulties. The document concludes by recommending a marketing mix strategy for Cottle, including developing affordable manual and electric toothbrush lines, partnering with dental organizations for promotion, and establishing multiple distribution channels to reach both urban and rural customers.
This document discusses strategies for Cottle-Taylor to expand their oral care business in India. It first outlines factors that determine demand for toothbrushes and how demand can be increased through promotion, distribution, and product design. It then analyzes Cottle's current business in India, including their product portfolio and market share challenges. Some key challenges are low oral healthcare awareness in rural India, price sensitivity due to low incomes, and distribution difficulties. The document concludes by recommending a marketing mix strategy for Cottle, including developing affordable manual and electric toothbrush lines, partnering with dental organizations for promotion, and establishing multiple distribution channels to reach both urban and rural customers.
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HARVARD
BUSINESS
BRIEF CA SES
Cottle-Taylor: Expanding the Oral Care Group in India
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HARVARD
BUSINESS
BRIEF CA SES
Problem Statement: 1. What factors determine demand for toothbrushes? How can the demand be increased? 2. How is Cottle doing in India? What are the challenges faced? 3. How should Cottle accelerate the development of toothbrush market in India? Suggest a Marketing mix strategy?
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BRIEF CA SES
Table of content: Factors Determining the demand. Methods to increase the demand. Cottle in India. Toothbrush market in India. Marketing Mix Strategy.
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Factors Determining Demand:
Affordability Oral hygiene awareness Distribution Accessibility Price of the product Brand awareness Competition in industry Population
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Methods To Increase Demand:
Awareness Promotion Distribution Strategy Product Features(Quality, Design, Cost) Competitors in the market
Cottle India: Products were sold in more than 45,000 retail outlets. Introduced ancillary products including mouthwash and dental floss.
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Sales and Revenues
600 500 400 300 200 100 0
2008($)
2009($)
2010 E($)
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Market Share 2009
Hindia-Daltan 22%
SarIndia
21% 11%
46%
Cottle-Taylor Low cost products imported from China and Vietnam
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BUSINESS
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Challenges Faced By Cottle in India:
FACTS: 50% of Indians were not concerned with dental problems. Rural people are 5 times more reluctant to use modern oral care than urban counterparts. 80% of population lives on less than 2$ a day.
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BUSINESS
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Challenges Faced By Cottle in India:
PURCHASE ACCURACY: 8.6% of the toothbrush users replaced their brush within 3 months. 4 out of 5 toothbrush users used the same brush well beyond 3 months.
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BUSINESS
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Challenges Faced By Cottle in India:
DISTRIBUTION DIFFICULTIES: Distributors did not always understand the key selling points of Cottle's toothbrushes. Difficulty in communicating in rural locations.
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Marketing Mix Strategy:
Product: Low end manual: Mid range The Complete manual: The Sensitooth The Zagger The FreshGum Directionflex The Surround The Kidsie
Battery-operated: The Swirl Swirl refills
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Marketing Mix Strategy:
Price: The majority of Indians wanted to upgrade from home grown dental remedies to inexpensive modern oral care products. So they should keep the price of their products low, since majority of Indians lived in Rural towns and villages.
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BUSINESS
BRIEF CA SES
Marketing Mix Strategy:
Promotion: Cottle should provide free dental checkups, free product samples, and basic instructions for proper oral care. Rising awareness of dental health benefits. Cottle should partner with IDA for research studies and dental health outreach campaigns.
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BUSINESS
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Marketing Mix Strategy:
Place: It should have multiple distribution strategies. Cottle should have more outlets in small villages and roughly 300 distributors serving wholesalers and retailers in semi urban areas and few distributors focused on retail outlets in urban area.
