Cottle Tayolr

In: Business and Management

Submitted By ansu
Words 504
Pages 3
Cottle Taylor 1. Introduction: Background, Challenges, Goal 2. Drivers for demand of toothbrush 3. Strategies for demand of toothbrush 4. Segmentation approach 5. Selection and justification of target 6. Position statement 7. Size of TAM in 3 scenarios 8. Income statement: Thailand product mix (2009, 2010), Brinda’s plan (2010)
Case:
1. Goal: 30% growth in toothbrush in 2010 in India. 2. Challenges: a. 75% of Indians live on 2 dollars per day. b. Lack of awareness of dental problems with oral care. c. Competitors: i. Hinda-Daltan 21% market share, French company ii. SarIndia, Indian consumer, nature-based and holistic process, 11% market share iii. 22% market – low quality, low priced imported from China and Vietnam 3. Drivers for demand: d. 50% of Indian population =500 million e. 64% expenditure comes from low income groups f. Rising income g. Influence of Western habits h. Rising awareness of oral care benefits i. 10% growth in toothbrush sales 4. Strategy: j. Awareness: iv. IDA – 2 times free dental checkup, dental hygiene v. 3 month replacement awareness k. Distributor network – strong network vi. Training in local dialects. Awareness about toothbrush advantage l. Allocation of ad budget: vii. TV – 50% (40%) viii. Newspapers – 30% ix. Billboards and outdoor – 15% x. Radio – 5% (10%) xi. Mobile – 5% m. Bonus incentive for distributors to put in front and preference to forward credits to retailers n. Bonus incentive for sales employees o. Introduce non users to first time brushes p. Increase the incidence of brushing q. Free toothpaste sachet with neem taste
Rural and Semi-urban:…...

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