Cottle-Taylor:

Expanding Oral
Care in India
By Group 7
B Sanjay Kumar 230101059
Divij Chawla 230101070
Kinjal Khandelwal 230103105
Parv Mittal 230101142
Rishi Gupta 230103168
Sakshi Singh 230103193
 ORAL CARE AND TOOTHBRUSH MARKET

TOOTHBRUSH MARKET ORAL CARE MARKET REPLACEMENT RATE BARRIERS

The toothbrush The oral care market The toothbrush ·Barriers to growth
market constitutes was expanding by 10% replacement rate is include lack of
$0.7 billion within the in 2009, but many extremely low, with education/awareness
larger $4 billion oral people were still only 8.6% of of oral hygiene
care market. Cottle sticking to traditional individuals replacing benefits, high poverty
holds a substantial cleaning methods their toothbrushes levels limiting
46% market share in instead of adopting within a three-month discretionary
the toothbrush modern oral care period. spending.
segment. practices.
SWOT Analysis of Cottle-Taylor

Strengths Weaknesses
185 years in India
Poor reach in rural markets
38% Market share
Over-reliance on low-end segment
Affordable
No innovation
Good Distribution System
Wide Product Range

Opportunities Threats
Untapped rural market Fluctuating raw material costs
Premium range of products Consumer preferences shifting
E-commerce Intense competition
Oral care awareness growth Price wars
 3 GROWTH PLANS | METHOD ANALYSIS
01 02 03
Boost Toothbrush Introduce a Battery Optimise Product Mix
Promotion > 12% Operated Toothbrush
Toothbrush 70.1 100.2 Toothbrush 70.1 100.2 Toothpaste 194.7 224.3
Sales ($ mil) (2009) (2010E) Sales ($ mil) (2009) (2010E) Sales ($ mil) (2009) (2010E)
Opportunity Opportunity Opportunity
Significant 30% Significant 30% Toothpowder 135.3 158.3
Revenue Boost (Unit Sales) Revenue Boost (Unit Sales) Sales ($ mil) (2009) (2010E)

Steady market growth Educating the Consumers Frequent & complex

(53%) from 2004 to 2009. & the broader market on
HALITOPHOBIA
Difficulty Difficulty adjustment of product Difficulty
But, a promotional budget benefits of battery- mix to meet demand.
> 12% poses challenges. operated toothbrushes

Immediate impact on Long-term view for Wide- Long-term view for Wide-
Time & Resources awareness and revenue ~ Time & Resources spread adoption ~ high Time & Resources spread adoption ~ high
additional budget needed. marketing, education & marketing, education &
distribution investment. distribution investment.

Digital Marketing- Consumer education Market Trend Analysis for

driven Outreach campaigns Product Gaps

Boost Brand Visibility Doctor-driven endorsement Implementation Marketing Campaigns for

Implementation Implementation
with Influencers ~ strong promotional & each products uniqueness.
distribution channels

Real-time Monitoring Continous improvement Flexible Product Strategy to

of Strategies with consumer feedback meet consumer demand.
Strategic Analysis of Brinda’s & Lang’s Plan
Financial Analysis of Brinda’s & Lang’s Plan
Recommended Plan
Allocation of Advertising Sales Target
Budget
Aiming for a unit sales target increase
Split the advertising budget between Brinda
between Brinda and Lang's proposals, i.e
and Lang's proposed percentages, allocating
22%.
10.5% of gross sales

Message Distribution
Maintain the historical emphasis on the three key messages related to brushing, but adjust the
allocation slightly to favor the message of increasing the incidences of brushing and
persuasion of consumers to upgrade towards the medium and premium toothbrushes.

Consumer Education and Promotion

Brinda’s approach to working with IDA and Dentists to spread awareness about dental health
can be followed to put further emphasis on the two key messages.
 POTENTIAL ISSUES AND

OUR PLAN Low-End

ASSOCIATED RISKS
Category (22% Growth): Economic
uncertainties or changing preferences may impact
acceptance; growth could be hindered if consumers
shift to mid-range products.
Mid-Range Manual Category (100% Growth): Rapid
growth may trigger intense competition, leading to price
wars or aggressive strategies that affect projected
growth.
Surround and Kidsie Category (10% Growth): Assuming
lower growth could be risky if there's a sudden demand
surge for specialized or child-friendly toothbrushes;
monitoring trends is crucial.
Battery Operated Category (28% Growth): Rapid
adoption may face hurdles if consumers hesitate to
switch, and technical glitches or battery concerns could
impact growth.
Marketing Effectiveness: Growth success relies on
effective marketing; failure to resonate with the
audience or communicate product value may hinder
projections.
Profitability Impact: Limited advertising budget may
hinder comprehensive marketing efforts. Inadequate
spending could reduce brand visibility, weaken market
penetration, and slow growth.
Competitive Disadvantage: Competitors with higher
budgets may overshadow Cottle-Taylor in brand
promotion. Cottle-Taylor might struggle to capture
consumer attention, resulting in a lower market share.
Operational Profit Calculation
Thank You!