...COTTLE-TAYLOR: EXPANDING THE TAYLOR: ORAL CARE GROUP IN INDIA COMPANY OVERVIEW (1815 (1815-2009) Cottle India: Focus on Oral Care Products Offered: • Toothpaste • Tooth Powder • Toothbrush 11.5 billion Dollar company ( 50% from emerging markets) Over 200 Product ( Home care, Personal care, Oral Care) 4 Geographic Divisions Products were sold across 450000 retail outlets With the growth of the modern market, Cottle planned to introduce mouthwash and dental floss CONSUMER BEHAVIOR FOR ORAL CARE IN INDIA 1dentist per 10000 people People in rural were least likely to use modern tools like toothbrush and paste, stuck to Neem twigs etc. In 2005 majority did not even visit a Dentist In 2009 50% of Indians not concerned of Dental issues India with a population of 1.16 billion was a huge market for Cottle India ORAL CARE IN INDIA: Frequency of Brushing 8% of toothbrush sold in 3 months were replaced Strategy was to have Basic Model at competitive prices Cottle Had 46% Market share, with 2 more major competitors Growth rate of oral Sector nearly 10% 1/week 2/week 3/week 1/day 2/day 23% 7% 9% 22% 39% Products By Cottle India end Low-end Manual The Complete, Sensitooth, Fresh gum, surround, kidsie Mid range Manual Zagger, Directionflex Battery operated Swirl, Swirl Refills FACTORS DETERMINING THE DEMAND FOR TOOTH BRUSH Affordability Oral Hygiene Awareness Frequency of Use Distribution and Accessibility • The disposable Income • 80% Indians...
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...MARKETING CASE STUDY 1 SUBMITTED BY : PAYAL KAUL 15336 Cottle-Taylor: Expanding the Oral Care group in India Cottle Taylor in India 1. It is known as Cottle India 2. Cottle has partnered with IDA for frequent studies & dental health outreach programs. As a result, Indians considered Cottle a big name for oral care and their products were trusted and regarded with respect in India. 3. Cottle’s share of total oral care market volume in 2009 was 38%. 4. Indian and Chinese market were stormed by low priced specialty products( such as herbal and Ayurveda paste), so to remain competitive Cottle had to decrease prices and thus its margin on toothbrushes and toothpastes dropped from 31% to 25% since 2004. 5. Its main competitors are Hinda-Dalta and SarIndia. 6. It has wide distribution network of approx. 450,000 retail outlets which includes small shops, road side vendors, medium and large stores and supermarkets. 7. Cottle toothbrush accounted for 46% of total toothbrush units sold in India in 2009. Current Scenario in India 1. More than 75% of Indians live on $2 a day 2. Indian market includes urban, semi-urban and rural areas 3. As per 2007 study, 50% of Indians are not concerned with preventing and curing dental problems. Brushing Frequency and Replacement Marketing strategy used till 2009 1. Cottle’s oral care division spent 9% of gross toothbrush sales in 2009 on toothbrush related advertising. 2. 3% was spent...
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...MMS 172.01 MARKETING ACROSS BORDERS COURSE SYLLABUS – Spring 2012 Visiting Associate Professor: George L. Grody 408-6212 & 257-7818 (mobile) ggrody@nc.rr.com or george.grody@duke.edu Course Description: The course will investigate and discuss the theory and techniques used to market to the world’s different shoppers and consumers in both developing and industrialized economies and countries. You’ll gain an understanding of how to market to shoppers and consumers based on the varied insights of each target group. We’ll focus on the “Consumer is Boss” and understand how to influence them at the “First Moment of Truth” when the shopper makes a purchase decision and at the “Second Moment of Truth” when the brand is actually used and the consumer decides if it delivered against the brand promise. The course will include a team project to develop collaboration skills but also to gain deep insights into a specific target group and product. Class participation and discussion will be an important factor in class success. Course Objectives: Students will gain insights into: 1) the behaviors of the world’s consumers; 2) how those differences come about due to differing national, ethnic, cultural, and demographic influences; 3) how certain companies have succeeded and failed at addressing those differences; and 4) how to develop business and marketing strategies and plans to successfully address those differences. Course Materials: We will use a book “The Marketer’s...
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