Cottle-Taylor:

Expanding The
Oral Care Group
In India Group: 1
Ashok - MBAEx 13/14
Chandar - MBAEx 17/14
Ghritachi - MBAEx 19/14
Rohit - MBAEx 37/14
Saunak - MBAEx 47/14
Manan - MBAEx 48/14
 TABLE OF
CONTENTS

01
History Of
02
Indian
03
Cottle-Taylor Market Question 1

04 05
Question 2 Question 3
 Introduction To
Cottle-Taylor Organization

1815 2009 $11.5 B

Global Dependence on
Established
Presence Emerging Markets
Established as a Today present Because of its global
soap company across more than expansion, 50% of
200 Countries with $11.5 Billion comes
manufacturing in 75 from emerging
countries. Working markets. Similar
in 3 sectors: focus on
Personal hygiene, empowered local
Oral Care & talent
Homecare
 Indian
Market
Majority of Indians never visited Dentist and
only 2% visited regularly
Only 8.6% users change brush in 3 months
(as per IDA recommendation)

More than 50% of Indian do not use

toothbrush
Indians consider traditional products like
Neem Tweaks as effective and do not give
importance to Oral Care

Average 1 Dentist per 10,000 users

 Q1 - PART 1
FACTORS AFFECTING
DEMAND

Awareness About Oral Care

As highlighted in the case, driving awareness
Awareness About Toothbrush Usage have shown increase in usage of toothbrush.
awareness on benefits of Toothbrush
over other products and information
on frequency to replace
Economic Situation / Income of Customer
Like typical microeconomics case, demand of toothbrush
is dependent on Price and Income of the customers
 Q1 - PART 2
INCREASING DEMAND

Demand can be increased by Driving Awareness Campaigns. Drive awareness for:

1. Awareness about importance of Oral Care

2. Awareness on importance of toothbrush over traditional modes of care

3. Awareness about frequency of changing brush regularly as per IDA guidelines

 Q2: Cottle-Taylor:
How Are They Doing
& Their Benefit Of 1st
Mover Advantage
Where They Stand
Market Leader: 1) 38% Cottle. 2) 22% Hinda Dalton. 3) 11% Sar India
Growth Rate: While between 2004-2009, Industry wide in India CAGR is 10% from 2004-09. but Cottle
India CAGR is 18.7% from 2008-09. Higher CAGR than Industry

Benefit Of First Mover

● Brand recognition - Final authority on dental hygiene
● Economies of scale
 Q3

How should Cottle accelerate the development of the toothbrush market in India?

a) What are Cottle’s target market segments?

Low End Manual: Rural Households which use neem twigs.
Mid Range Manual: Semi Urban Households whose brushing frequency was low.
Battery Operated: Busy Urban Households

b) Which of these segments makes the most sense for Cottle to reach?
Cottle has products in rural segment and semi urban segments.

c) Should they spend on promoting battery-operated toothbrushes? Reason.

Market size is small but market has potential. Thus they should spend in limited capacity where the
investment should be done on highly targeted modes of communication like Premium Magazines and
Premium Newspapers. While Dentists could also be leveraged to drive awareness to right audience.
THANKS!