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    Cottle-Taylor is an expanding oral care group focused on the Indian market. They target both rural and urban customers between ages 20-35 to increase brushing frequency and upgrade to mid-range products. Their main competitors are Hinda-Daltan and Sarindia. The India country manager projected 20% sales growth, but the VP of marketing insisted growth could be higher with more investment. While the country manager's forecast is more conservative, it results in higher overall profits due to focusing on mid-range products with higher margins. The recommendations are to follow the country manager's forecast and marketing messages while emphasizing the mid-range products.

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    Cottle-Taylor is an expanding oral care group focused on the Indian market. They target both rural and urban customers between ages 20-35 to increase brushing frequency and upgrade to mid-range products. Their main competitors are Hinda-Daltan and Sarindia. The India country manager projected 20% sales growth, but the VP of marketing insisted growth could be higher with more investment. While the country manager's forecast is more conservative, it results in higher overall profits due to focusing on mid-range products with higher margins. The recommendations are to follow the country manager's forecast and marketing messages while emphasizing the mid-range products.

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    30 views9 pages

    Group 1 Sec B Cottle India

    Uploaded by

    sujeet pal
    Cottle-Taylor is an expanding oral care group focused on the Indian market. They target both rural and urban customers between ages 20-35 to increase brushing frequency and upgrade to mid-range products. Their main competitors are Hinda-Daltan and Sarindia. The India country manager projected 20% sales growth, but the VP of marketing insisted growth could be higher with more investment. While the country manager's forecast is more conservative, it results in higher overall profits due to focusing on mid-range products with higher margins. The recommendations are to follow the country manager's forecast and marketing messages while emphasizing the mid-range products.

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    of 9

    SALES AND DISTRIBUTION MARKETING

    COTTLE-TAYLOR
    Expanding the oral care group in India Group 1

    Arindam Animesh
    Amaya Kak
    Ashutosh Dubey
    Divya Giri
    Hassan Ahmed
    Sujeet Kumar Pal
    5C Analysis

    Company Customers Competitors


    Primarily targeted men and women Major competitors:
    Cottle-Taylor is an expanding oral care (Age 20-35) via media advertising
    group, founded in 1815 Hinda-Daltan
    Customers both in rural and urban Sarindia
    Product Lines: Oral care, Home care, regions
    Personal care Other:
    They targeted the customer segment
    "Cottle India" is their Indian to: Entrepreneurs from India, China and
    subsidiary, focused exclusively on oral Vietnam
    1) Try to brush for the first time( as
    care
    more than 50% of Indians did not use
    Geographic presence in : North toothbrush to clean their teeth)
    America, Europe, Latin America, Others
    2) Increase the number of times they 22%
    Greater Asia/Africa
    brush
    Product Lines: Oral care, Home care, Cottle-Taylor
    3) Persuade customers to upgrade to 46%
    Personal care
    mid-range or premium products(as SarIndia
    Product Categories: Toothpowder, the majority of Indians wanted to 11%
    Toothbrushes, Toothpaste upgrade from home-grown dental
    Push Strategy through dentists remedies to inexpensive oral care
    products) Hinda-Daltan
    21% Market Share: India
    5C Analysis

    Collaborators Context
    Brinda Patel(India Country manager) projected 20% sales
    Indian Dental Association & Partners(IDA): provide free growth for 2010
    dental checkups, free product samples and promote Michael Lang(VP of Marketing for Greater Asia and Africa)
    dental habits insists that the growth potential is much higher with more
    investment in marketing
    50% of Indians were not concerned about dental problems
    Large distributors and supermarket chains: with the help Rural Indians were five times more likely to refrain from using
    of National accounts team modern oral care products as compared to Urban Indians

    Dentists: Key influencers of group of potential battery Brinda’s prediction Michael's


    operated customers Prediction
    Low-End 19.03% 16%

    Mid-Range 25.11% 120%

    Battery-Operated 11.76% 25%


    Being the Customer’s First Choice through touching the
    VISION lives of every citizen in the country in the mode of various

    MISSION value for money services viz ranging from mail, parcel,

    money transfer, banking insurance and retail services

    • Postal & Mail Operations 


    Areas Of • Financial Services

    Functions • India Post Payment Bank


    • Philately
    Patel’s Lang’s
    Growth Growth

    Alternatives
    Segments Projection Projection
    Low-end Manual 20% 16%
    Mid-Range Manual 25% 120%
    Battery Operated 10% 25%
    Evaluation of alternatives
    Though Patel’s forecast of revenue is short of Lang’s, but final profit of
    operation is higher due to higher margins
    Evaluation of alternatives

    We see a high contribution


    margin from 2 products of
    medium range
    Recommendations

    • Go with Patel’s forecast of 20% volume increase and 20%


    price increase
    • Different weightage should be given to the 3 key messages to
    focus more on mid range products as they have higher
    contribution margin.
    THANK YOU

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