Cottle india case study

8/13/2019 Cottle india case study

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Q.1) What factors determine demand for toothbrushes? Which of

these factors are environmental? Do the marketers have control over

them? Which factors could be influenced by marketing programs? If

Cottle intends to develop primary market (primary demand) for

toothbrushes, at which different levels should it influence the targetmarket?

1) Oral Hygiene

2) Trusted Brand

3) Multi - Purpose

4) Cost Effective

5) Recommended by Experts

6) Promotional Influence

7) Brushing Habits

8) Supply chain & distribution

9) Demography

10) Disposable Income of consumer

11) Creating Awareness

Out of these listed factors, the environmental factors would be:

1) Brushing Habits

2) Demography

3) Disposable Income of consumer

Marketing programs can influence the following factors:

1) Oral Hygiene

2) Trusted Brand

3) Multi - Purpose


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4) Recommended by Experts

5) Promotional Influence

6) Supply chain & distribution

7) Creating Awareness

If Cottle intends to develop primary market for toothbrushes, they

should focus on following aspects:

1) Semi urban & urban markets can cater to potential primary demand

2) Persuading the semi urban & rural population consumers to brush for the first time

3) Increase the incidence of brushing among the semi urban & rural population

4) Create a brand image & trust among urban population to go for battery operated

toothbrushes

Q.2) Theoretically, how many different marketing objectives Cottle can

have? Make a Comprehensive list of all possible alternatives

Cottle can have following marketing objectives:

1) Secure early market share in low and mid range products and gradually shift to

higher-end battery operated brushes

2) Cultivate large supermarket relationship in anticipation of urban growth & rising

incomes

3) Pushing higher end battery operated toothbrushes via dentists towards urban

population who are oral hygiene conscious

4) Develop primary market for toothbrushes at the rural level & imbibe the importance

for brushing via IDA Campaigns

5) Increase the unit sales of low level brushes by 16%, medium by 120% and higher by

25% as per Lang strategy

6) Increase the sales of toothbrush to 100.2 million in 2010


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3) For 56 onwards age group, toothbrushes which are designed for sensitive teeth and

which minimize the gum aggravation. Eg. The sensiTooth

Q6) What is your view on Patels current proposal of allocating

promotion budget equally in three activities as explained in the case?

Should Cottle spend promotional dollars for battery operated

brushes? Why or why not?

Our view is that the promotional expenses will not be optimally spent if there is an

equal distribution of them in the 3 activities owing to the following reasons:

1) Rural market is cost competitive & a volume based market whereas urban market is

a margin based market.

2) In the rural context, as per the statistics 50% people did not use the tooth brush.

Conveying message 1) Persuading the customers to brush for the first time will be

crucial for enhancing sales revenue in the rural market. As 50% of the rural people are

found to be using toothbrush, conveying message 2) Increasing the incidence of

brushing will be given the second priority.

3) As per the statistics from Exhibit 8, it is evident that Battery operated toothbrushes

could not penetrate the Indian Market as they did in Thailand. Urban population with

good disposable income can afford to foray from mid-range to Battery operated

brushes. So, emphasis would be on conveying message 3) Persuading consumers to

upgrade to mid-range or premium products. We need to give second priority for

message 2) Increasing the incidence of brushing.

Cottle should spend promotional dollars on Battery operated brushes as there is good

potential market with good disposable income at disposal.

Submitted by:

Ajinkya Zole 12102

Navin Bhat 12108

Mayureshwar Sontakke 12155Rahul Wane 12161


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Cottle india case study

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