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Beginning C Sharp Object Oriented Programming

Cottle Taylor is an oral care company that operates in India through its subsidiary Cottle India. The summary analyzes Cottle India's operations and the Indian consumer market to develop advertising campaigns for different consumer segments. Three campaigns are proposed: 1) "Brush for the first time" to influence rural consumers, 2) "Brush twice a day" to increase brushing frequency, and 3) "Use what celebrities preferred" to promote premium products to urban consumers. The campaigns leverage celebrities, schools, retailers and various media.

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Sushil Chand
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70 views4 pages

Beginning C Sharp Object Oriented Programming

Cottle Taylor is an oral care company that operates in India through its subsidiary Cottle India. The summary analyzes Cottle India's operations and the Indian consumer market to develop advertising campaigns for different consumer segments. Three campaigns are proposed: 1) "Brush for the first time" to influence rural consumers, 2) "Brush twice a day" to increase brushing frequency, and 3) "Use what celebrities preferred" to promote premium products to urban consumers. The campaigns leverage celebrities, schools, retailers and various media.

Uploaded by

Sushil Chand
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Symbiosis Centre for Information Technology

(A Constituent of the SymbiosisInternationalUniversity, Pune)

Response to Question Number 1 of Case Study


entitled “Cottle – Taylor: Expanding the Oral
Care Group of India”
Submitted by:
MBA- ITBM 14-16 [Div. A]

Sachin Patil 14030241031


Sushil Chand 14030241039
Tilak Patel 14030241042
Given the Indian consumer's types, design advertising campaigns for Cottle Oral Care.
Connect to relevant CB concepts.

Cottle Taylor was founded in 1815 as a hand-soap manufacturer. 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 Cottle India. The India operations are solely focused on oral care, which
includes toothpaste, tooth powder and dental floss. Throughout India they have a distribution
network that sells in more than 450,000 retail outlets. India Demographics
India is the world’s largest democracy with an area of 1.2 million square miles. In 2009 the
population was 1.16 billion people with a median age of 25 and an annual growth rate of
1.4%. Population control campaigns have successfully slowed down the growth rate 17% in
the following years. There are 28 states and 19 territories with citizens who speak primarily
Hindi as well as English as a second language. In 2009 India’s GDP was 146 times greater
than in 1990 but there is a clustered distribution of wealth with 4 states accounting for 30% of
the total GDP. 37% of the population is impoverished and over 80% lived on less than $2 per
day. Indian Oral Care Traditionally Indians have had very limited exposure to proper oral
care. A typical Indian will chew twigs from the Neem tree which they call “Natures
drugstore” In 2004 the Indian dental association launched campaigns to educate Indians about
oral health care issues. Oral care grew 10% from 2008 to 2009.As per the given case study
Cottle discussed its future marketing plan to penetrate the Indian market in the toothbrush
segment of oral care.

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CONSUMER BEHAVIORAL STUDY:-

Cottle India is doing well in India as it sales has grown year on year (18.5% increase
2008-09). It enjoys a market share of 38 % as of 2009. Also the oral care industry is growing
(47% increase 2004-2009) due to increase in disposable income and influence of the western
culture. Cottle has enjoyed the first mover advantage in the toothbrush market as it has
competitive advantage in the manufacturing of the advanced technology toothbrushes without
relying on the imported process. It enjoys a market share of 46% with only two competitors.
Also Indians considered Cottle an authority in oral care and held their products in high regard
because Cottle partnered frequently with IDA. Cottle, while focusing on the toothbrush
market, introduced low and mid range products, being first to secure the market initially by
creating brand awareness.

The target segments for these types are

1. Low end: Rural and semi urban consumers who do not use toothbrushes

2. Medium end: Semi urban and urban consumers who currently use low end toothbrush.

3. Battery Operated: Very Few price-insensitive urban consumers

Cottle should focus on the sale of low end model to the huge rural and semi urban population
where about 500 million consumers do not use toothbrush at all. Also the profit margin is
more or less same as that of the medium and battery operated toothbrushes (47% low end, 45
% medium, and 50 % battery operated). Factors determining the demand of Toothbrushes are

1. Awareness of health care (Awareness)

2. Amount of Disposable Income (Affordability)

3. Brand Awareness of Firm (Awareness)

4. Competition in Industry

5. Price of Product (Affordability)

6. Distribution Strategy (Accessibility)

7. Frequency of Use (Awareness and Affordability)

3|Page
ADVERTISING CAMPAIGNS FOR COTTLE ORAL CARE:-

Indian Population is divided into Rural (64%), Semi-Urban and Urban consumers.
Since 80% of the population leaves on less than $2/Day (And do not use a toothbrush) and
50% of the population is not concerned with dental problems, the pricing and awareness
plays a crucial role in advertising strategy. 4 out of 5 consumers continue to use the
toothbrush past 3 months.

Advertising/Marketing strategy should:

1. Influence Consumer(Rural) to brush for the first time


2. Increase the incidence of brushing
3. Influence urban consumers to upgrade to premium product

Implementation of the advetising Compaign:-

Ad Compaign 1:- “Brush for the first time”

Since bollywood filmstars and cricketers reach majority of the population, the advertising
Campaign sould include them to spread the awareness and influence the first time users. This
should include TV, Radio and Newspapers. The distribution retailer should be should be
given incentive so that they will provide the discounts to promote the distribution to local
market.

Ad Compaign 2:-“Brush twice a day” and “Ditch after three months”

Allocate budget to hold these campaigns in schools and dental offices to spread the awareness
of increasing brushing incidence. This compaign targets the semi-urban and urban markets.
This should include Roadside Billboard, TV, Radio and Newspapres.

Ad Compaign 3:-“Use what the celebrities preferred”

Allocate budget that infuence the consumers to upgrade to premium products. Since the target
market for the strategy is Urban/Affluent consumers, the ad compaign should include
celebrities recommending the premium products including the usage of online media.

4|Page

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