Problem Hammond & Gibbons &

5Cs Alternatives Ellis & Barrow Avery Recommendations

Statement Foster Concetta

To form a revised marketing plan for Cottle’s toothbrush line in India aiming at a growth of 30% in unit sales

While making this decision, Patel first needs to decide which market to target:
Urban or Rural?

Moreover, she needs to divide the ad budget across the three key messages:
(1) Persuading consumers to brush for the first time
(2) Increasing the incidence of brushing, and
(3) Persuading consumers to upgrade to mid-range or premium products