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Cottle Taylor-: Expanding The Oral Care Group in India

Cottle Taylor is a 200-year old oral care company looking to expand in India. Their competitors Hinda-Daltan and SarIndia have 21% and 11% market share respectively. Half of Indians neglect dental care due to poverty. Cottle's strategies should focus on educating rural Indians on basic brushing and affordable products, while targeting semi-urban and urban consumers with value-added products through partnerships with dentists. Simply increasing ad spend would not guarantee higher profits given price sensitivity of most Indians. Patel's local research-based plan focusing on basic oral care adoption is recommended over Lang's higher marketing budget approach.

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RALLAPALLI VISHAL VIJAY
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84 views

Cottle Taylor-: Expanding The Oral Care Group in India

Cottle Taylor is a 200-year old oral care company looking to expand in India. Their competitors Hinda-Daltan and SarIndia have 21% and 11% market share respectively. Half of Indians neglect dental care due to poverty. Cottle's strategies should focus on educating rural Indians on basic brushing and affordable products, while targeting semi-urban and urban consumers with value-added products through partnerships with dentists. Simply increasing ad spend would not guarantee higher profits given price sensitivity of most Indians. Patel's local research-based plan focusing on basic oral care adoption is recommended over Lang's higher marketing budget approach.

Uploaded by

RALLAPALLI VISHAL VIJAY
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Cottle Taylor-

Expanding The Oral Care


Group in India
5C Analysis
COMPANY CUSTOMER COMPETITOR COLLABORATORS CONTEXT

• Started in 1815 as a hand- • •


• 3 different Hinda-Daltan and Very Wide distribution • Neglect of 50% of Indians
soap manufacturer SarIndia – Major network with
categories of (500 million) towards
customers based competitors 4,50,000+ retailers preventing or curing dental
• 200+ products in oral care,
on demographics problems
personal care, home care\ • Hinda Daltan -21% • Products were sold
• They catered to market share from small-bodegas in • 78% Indian population
• Revenue in 2009 was $11.5 • SarIndia - 11% one-shop towns to
all categories and lived in rural areas
billion market share closet-sized urban
had different
products in the sidewalk vendors to • 37% of the population was
• Operating in more 75+ • Other low-priced supermarkets and
low-range, mid- still BPL (Below Poverty
countries products held 22% specialty stores
range and battery Line)
operated high but they had no
• India majorly targeted for •
end-range brand recognition Partnership with Indian • Very low dentistry
oral care Dental Association
products personnel (1 per 100000)
(IDA) to provide free
• US headquarters relied on dental check-ups, • Dentists were seen as an
Indian subsidiary for samples etc. opportunity to cater to
strategic advice and
high-end customers
research Indian market
Decision Problem
1. What message would resonate most with Indians?
2. How many rural consumers had the desire to adopt a modern approach to oral care?
3. How quickly would those with growing disposable incomes perceive a need for more
sophisticated products for Oral Care?
4. What would 2009 revenue and profitability have looked like with Thailand’s product
mix?
5. Would 3% increased in Advertisement dollars necessarily lead to higher revenues and
profitability?
Solution (To resonate more with Indians)
Campaign 1 : Brush for the first time (Most Resonate with Rural Area).
Targeting : Parents with their young children.
Strategy: : Educate parents about the important of brush the teeth.
Educate children from their school.
Partnership with IDA to implement an oral care program for the earlier age

Campaign 2 : Increasing the incidence of brushing . (Most Resonate with Semi-Urban Area).
Targeting : All segment in Rural and Semi-urban area’s
Strategy : - Promote through all media (BTL and ATL).
- Bundled products (toothbrush+toothpaste)

Campaign 3 : Upgrade to midrange/premium products (Most Resonate with Urban Area)


Targeting : All segment in urban area’s
Strategy : - Partnership with dentist.
- Educate urban the benefit from premium product related to their health
Solution Continued

• Currently, only below • The consumer buying power has been increasing especially for the semi urban and urban
area. With disposable income above $5000/year it is possible to upgrade into the more
50% of rural
sophisticated products.
consumers had the
desire to adopt
modern approach to
oral care, as more than
50% of the people did
not use a brush to
clean their teeth
Solution Continued

• Better to choose Patel 2010, because the profit is • No, a 3% increase in Ad dollars would not definitively
higher than Lang 2010. It because Lang decide to lead to higher revenues and profitability in this
increase the marketing budget into 12%. situation.
• Increasing the amount of advertising dollars injected
into a campaign does not necessarily have a direct
correlation on revenues and profit.
• Essentially, increasing the amount spent on advertising
could increase consumer awareness and volume, but it
is plausible that consumers who do not have a lot of
money may not be influenced by advertisements.
Recommendation

• Patel’s plan must be approved as it based on local research, and would be more valid. As
long as 50% of rural population didn’t use toothbrush Cottle’s messages should
concentrate on persuading consumers to brush for the first time.
• Great majority of Indians are price-sensitive, and 80% Indians live less than on $2, that
means that Cottle’s should focused on the product lines that consumers will most likely
buy and not the sophisticated products.
THANK
YOU

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