Aditya Agrawal

18RM903

1. What factors determine demand for toothbrushes? How can

demand be increased?
Ans. Factors determine demand for the tooth brushes:
• Frequency of Brushing and the brush substitution
• Brand awareness/merchandise information
• Increasing utilization design/developing financial security among the
customers
• Dental Awareness Campaigns
• Lower costs of the products
 igns and clarifying them more about the item use.
 Focusing on all the market portions with various line of items.
comparative value/low cost to gain market share of the overall
• variety of the Assortment available

Demand can be Increased:

 By instructing the customers using various marketing campa industry.

1. How is Cottle doing in India? Has Cottle enjoyed a first-mover

advantage?
Cottle doing in India:
Subsidiary – cottle India and focussed only on Oral Care – toothpaste, toothpowder
and toothbrushes along with mouthwash and dental floss
Wide distribution network catering more than 4,50,00 retail outlets
Strategy – enter market with basic model with the competitive prices
Partnered with IDA for health campaigns and also for creating brand awareness
Sales accounted 2009
17.5 % - toothbrush, toothpaste – 48.7 %, toothpowder – 33.8% having the
competitive advantage
2009 accounted for sales of 46% total toothbrush units sold and have toothbrushes in
variety of designs with rubber grips
First Mover advantage:
Cottle India enjoyed the first mover advantage with the wide distribution network and
its competitive advantage in making the tooth brush
Made a tie-up with IDA for promotions and brand awareness
Captured the huge market share of 46%
Able to cater the different market segments, i.e. different products for different
consumers
2. How should Cottle accelerate the development of the toothbrush market in
India?
Cottle accelerate growth in India:
Cottle can accelerate the growth in India by strengthen its distribution network by
educating the distributors the key selling points of different toothbrushes
Helping the rural retailers by pushing the sales through different campaigns and also
helping the distributors by effective inventory management
More awareness programs to promote the benefits of using the toothbrushes and
preaching the correct brushing habits
Spending on advertisement commercials on large scale to target the mass market

· What are Cottle’s target market segments?

Cottle’s target market segments:
It serve consumer product categories
 Oral care,
 personal care (soaps, lotions and deodorants)
 home care (laundry and dishwashing)
IN INDIA – subsidiary – Cottle India
Serves:-
 toothpaste,
 toothbrush,
 toothpowder,
 mouthwash
 and dental floss
Target segments – mid -level and premium level products
· Which of these segments makes the most sense for Cottle to reach?
segments makes the most sense for Cottle to reach:

From the exhibit 8, cottle must achieve low-end manual and Mid-run manual as
these sections' records for 87% and 12.5 % of the all out toothbrush deals

From exhibit 4, The Indian extra cash has been expanding in the accompanying
classification for US over 500,1000 stay stale contrasted with year 2004. Along these
lines expanding mindfulness towards oral consideration will bode well for low end
manual items.

While the discretionary cashflow for 5000,10,000 and 25,000 has been expanding
contrasted with 2004. In this manner presenting battery and premium items will
bode well
Should Cottle spend advertising dollars promoting battery-operated
toothbrushes? Why or why not?
advertising dollars promoting battery-operated toothbrushes:
Battery brushes are more viable than manual brushes in expelling plaque and about
20%better than decreasing gum dying – a pervasive issue in Indian dental patients.
As the cottle officially made an association with IDA , this assistance the brand to
persuade the purchasers towards battery worked brushes and with better focusing of
premium clients with the assistance of publicizing can help the cottle in increasing
significant piece of the pie