Cottle Taylor

Expanding the oral care group in India

Swadheen Jain PGP09241

Rahul Arora PGP09221
Ritu Singh PGP09225
Neha Singh PGP09212
Shubham Divyanshu PGP09238
Shray Yadav PGP09236
Neha Khedkar PGP09209
 Cottle-
Taylor

Cottle-Taylor- Started in 1815

4 main geographic divisions-North America, Europe, Latin America, Greater Asia/Africa.

Product Lines-Oral care, Home care and Personal care

Product Categories- Toothpaste, Toothpowder and Toothbrushes

Operations- World wide presence, Manufacturing facilities in 75 countries

Subsidiary - Cottle India which focused exclusively on oral care

Current Situation- India

• Rapid GDP Growth (146 times greater than

1990).
• 78% Rural and 22% Urban Population.
• 37% lived below the poverty line.
• 80% lived on less than $2/ day.
• 93 million lives in Slums.
• 50% of Indians were not concerned with
dental problems.
• Rural people are 5x more reluctant to use
modern oral care than Urban counterparts
• 10% growth from 2009-2010
Cottle's product line

Cottle taylor

Oral care Personal care Home care

Toothbrush Soap Laundry

Toothpaste Lotion Dishwashing

Toothpowder Deodorant
Product line (cont.)

Toothbrush

Low end Mid range Battery

manual manual operated

The
The zagger The swirl
complete

The The
Swirl refills
sensitooth directionflex

The
freshgum

The
surround

The kidsie
Segmentation

• Rural
• Semi urban
Geographic • Urban

• Income
• Age
Demographic

• Oral Hygiene Awareness

• education level
Psychographic
Targeting

Rural areas for For primary

Medium range
toothbrushes by market in urban
toothbrushes to
promoting low area battery
the people
end operated
currently using
toothbrushes to toothbrushes
low level
people who do should be
brushes
not brush promoted.
Indian company- Dabur (product line)

Oral care

Toothpaste Toothpowder

Red paste Meswak Babool Lal manjan

 Cottle Taylor vs Dabur

Dabur do not Dabur’s

Dabur’s Cottle taylor
have any toothpowder
unique selling has a wider
toothbrushes has a 27%
point is the product range
in the market market share
focus on compared to
but cottle while cottle
ayurvedic and dabur in the
taylor has taylor has 34%
herbal oral care
many varieties share as on
products segment
of the same 2009
 Product mix for Indian consumers

• Low end manual brushes: Target consumers from semi

urban and rural India who can pay for the same

• Mid-range manual brushes: Target middle class

consumers from urban areas, with medium price
sensitivity

• Battery-operated brushes: Target consumers from

upper middle class or upper class who are aware of oral
hygiene and do not mind spending on sophisticated
products
Tooth Brush sales projection

Patel’s Thailan Lang’s

Product Unit Sales Unit sales
Projection d in Projection
Category (m) projected
2009 2009 2009

Low end 86.54% 70% 310.9 78.2% 347.4

Mid range 13.0% 25% 111.035 21.3% 94.62

Battery
0.46% 5% 22.2 0.5% 2.12
operated

Revenue 100.9508 121.33 117.59

Projections

•Brinda Patel(Director Marketing

India) projected 20% growth in
sales.
•Michael Lang(VP Marketing for
Asia/Africa) had pressure to
increase it up to 25-30% from the
region
Factors that can influence Sales

TELEVISION 25%

ADS IN NEWSPAPER 15%

RADIO 15%

DENTAL DOCTORS 25%

Salesmen 20%
 2010 Expected Sales
2009 2010 Expected Patel 2010 Expected LANG
p/u p/u
Unit Unit (after Unit (after
% Revenue % Revenue
Sales sales 20% sales 20%
increase $(m) increase $(m)
(m) (m) increase (m) increase
) )
Complete 230.6 20 276.7 0.18 49.08 16 267.5 0.18 48.15
Sensitooth 29.9 20 35.9 0.216 7.7544 16 34.7 0.216 7.5

Low end Fresh gum 15 20 18 0.216 3.888 16 17.4 0.216 3.76

manual Surround 9 7 9.7 0.228 2.2116 16 10.4 0.228 2.91
Kidsie 15 8 16.2 0.144 2.3328 16 17.4 0.144 2.51
Total 299.5 356.5 65.9928 347.4 64.82
Zagget 34.4 25 43 0.348 14.964 120 75.7 0.348 26.34
Mid range Directionfle
8.6 25 10.8 0.63 6.804 120 18.9 0.63 11.9
manual x
Total 43 53.8 21.768 94.62 38.24
Swirl brush 1.5 13 1.7 7.68 13.056 25 1.87 7.68 14.36
Battery
Refills 0.2 0 0.2 0.67 0.134 25 0.25 0.67 0.17
operated
Total 1.7 1.9 13.19 2.12 14.53
*Revenue (2009) $70.1 ms 344.2 412.2 100.951 444.14 117.59
Cottle increase its market share

Providing free tooth brush to one member of a family possibly

one who is a school going student in the rural area

Providing total package of oral care products with discounted

rate

Giving higher profit margin to the retail shop owner for every
product sold

Mobile van with salesmen who will do direct selling to

households

Collaborate with the indigenous company who produce

traditional oral care products
WHOSE PROJECTION IS BETTER
Projections of Patel is better as her projection is backed by data

• Planned data driven approach based on usage and

income levels as compared to Lang which was
Data-driven
Approach based on replicating Thailand’s model

• She sat a target of 20% growth which was

achievable as compared to 25-30% proposed by
Achievable
Target Lang

• She preferred not to increase price as most of the

people in India live under $2 a day, increasing
Not increasing
Price price will lose those potential customers
Thank you