Strategy 1.

Target rural market- low end brushes General stores: Banners and displays should be displayed in all stores and the products displayed should be visible to the consumers. 0. 5 percent retailer invoicing. Medical dispensaries in rural areas: Increase visibility of cottle products by displaying toothbrushes banner in simple animated displays; such the rural folk understand. Government physicians: Tie ups with general government physicians. In rural areas, for any health issues, people approach general doctors. General doctors can create awareness in oral healthcare and promote cottle products by distributing pamplets . Tie ups with government- feasibility should be analysed

2.

Target high end brushes

Factors determining Demand for toothbrushes 1. Awareness about Oral Health: Awareness plays an important role in determining the demand of toothbrushes. As rural population becomes more aware about the benefits of oral health, the demand for toothbrushes will automatically increase. Dentists play a major role in conveying benefits of advanced oral care products to the urban population, thereby increasing the demand of mid-range manual and battery-operated toothbrushes.

(According to IDA/Cottle study, those exposed to oral health campaigns were twice as likely to adopt toothbrushes abandoning home remedies and toothpowder. According to U.S. management study in 2009, the battery operated brushes were more effective than manual brushes in removing plaque and nearly 20% better at reducing gum bleeding.)
2. Price of toothbrush: For each type of toothbrushes, the prices will be determined by the features that they offer. Each type of toothbrush caters to different target segment of customers. Rural population is more price-sensitive due to their low per capita income. Correct pricing of toothbrush is also essential in urban areas, so that the people feel that they are getting value for money.

(In India, Patels research had indicated only a small subset of wealthy could afford a battery-operated toothbrush. With limited discretionary spending, the majority of Indians wanted to upgrade from home-grown dental remedies to inexpensive modern oral care products)

3. Price of Substitutes: Especially in the rural and sub-urban areas, the cheaper products like Neem-twigs and toothpowder are instrumental the demand.

4. Quality of brushes: Comfort in handling, soft bristles, design conducive for both gums and teeth. Better the quality provided, more will be the demand.

5. Distribution network: Products must be available at most of the stores across the country. If not available, consumers might settle for substitute products. 6. Dentists recommendation: Dentists promoting Cottles toothbrushes provide a health based outlook to toothbrushes. This adds value to the products and hence increases demand. 7. Advertisement and Promotion: Advertisements and banners depicting toothbrushes influence buying behaviour. This is very important consideration in the Mid- range manual and battery-operated toothbrush range.

8. Design and additional features: Features such as 45 degree bend, tongue cleaner, cris-cross bristles, circular bristles, tongue cleaner, etc. enhance the product design. These features affect buying behaviour in urban areas and hence determine the demand pattern. 9. Income of consumers: Consumers with Higher income demand more for brushes with advanced features. Consumers with lesser income go in for low end brushes. 10. Frequency of usage and replacement of toothbrush: As the frequency of usage increases, the brush will be used more giving rise to periodic demand of toothbrushes. If people follow the IDA guidelines and replace their brushes after 3 months regularly, demand will surely increase.