HARVARD BUSINESS SC

BRIEF CA
SES

Cottle-Taylor:
Expanding the Oral
Care Group in
India

How is Cottle doing in India? What are the challenges faced? 3. How should Cottle accelerate the development of toothbrush market in India? Suggest a Marketing mix strategy? . What factors determine demand for toothbrushes? How can the demand be increased? 2. HARVARD BUSINESS SC BRIEF CA SES Problem Statement: 1.

 Cottle in India.  Marketing Mix Strategy. HARVARD BUSINESS SC BRIEF CA SES Table of content:  Factors Determining the demand.  Toothbrush market in India. .  Methods to increase the demand.

HARVARD BUSINESS SC BRIEF CA SES Factors Determining Demand:  Affordability  Oral hygiene awareness  Distribution  Accessibility  Price of the product  Brand awareness  Competition in industry  Population .

Design. Cost)  Competitors in the market . HARVARD BUSINESS SC BRIEF CA SES Methods To Increase Demand:  Awareness  Promotion  Distribution Strategy  Product Features(Quality.

HARVARD BUSINESS SC BRIEF CA SES Cottle India: Product Category:  Toothpaste  Toothpowder  Toothbrushes .

 Introduced ancillary products including mouthwash and dental floss. HARVARD BUSINESS SC BRIEF CA SES Cottle India:  Products were sold in more than 45.000 retail outlets. .

HARVARD BUSINESS SC BRIEF CA SES Sales and Revenues 600 500 400 300 200 100 0 2008($) 2009($) 2010 E($) .

HARVARD BUSINESS SC BRIEF CA SES Market Share 2009 Hindia-Daltan 22% 21% SarIndia 11% Cottle-Taylor 46% Low cost products imported from China and Vietnam .

 80% of population lives on less than 2$ a day. . HARVARD BUSINESS SC BRIEF CA SES Challenges Faced By Cottle in India: FACTS:  50% of Indians were not concerned with dental problems.  Rural people are 5 times more reluctant to use modern oral care than urban counterparts.

 4 out of 5 toothbrush users used the same brush well beyond 3 months. . HARVARD BUSINESS SC BRIEF CA SES Challenges Faced By Cottle in India: PURCHASE ACCURACY:  8.6% of the toothbrush users replaced their brush within 3 months.

. HARVARD BUSINESS SC BRIEF CA SES Challenges Faced By Cottle in India: DISTRIBUTION DIFFICULTIES:  Distributors did not always understand the key selling points of Cottle's toothbrushes.  Difficulty in communicating in rural locations.

HARVARD BUSINESS SC BRIEF CA SES Marketing Mix Strategy:  Product: Low end manual: Mid range Battery-operated: • The Complete manual: • The Swirl • The Sensitooth • The Zagger • Swirl refills • The FreshGum • Directionflex • The Surround • The Kidsie .

HARVARD BUSINESS SC BRIEF CA SES Marketing Mix Strategy:  Price: The majority of Indians wanted to upgrade from home grown dental remedies to inexpensive modern oral care products. . So they should keep the price of their products low. since majority of Indians lived in Rural towns and villages.

• Cottle should partner with IDA for research studies and dental health outreach campaigns. . and basic instructions for proper oral care. free product samples. Rising awareness of dental health benefits. HARVARD BUSINESS SC BRIEF CA SES Marketing Mix Strategy:  Promotion: • Cottle should provide free dental checkups.

HARVARD BUSINESS SC BRIEF CA SES Marketing Mix Strategy:  Place: • It should have multiple distribution strategies. • Cottle should have more outlets in small villages and roughly 300 distributors serving wholesalers and retailers in semi urban areas and few distributors focused on retail outlets in urban area. .

. . HARVARD BUSINESS SC BRIEF CA SES Thank you.