PREPARED BY 12324 :AMEY KADAM 123 123 123 123

Q1.What factors determine demand for toothbrushes? Which of these factors are environmental? Do the marketers have control over them? Which factors could be influenced by marketing program? If Cottle intends to develop a primary market (primary demand) for toothbrushes, at which different levels should it influence the target market? Population Structure Awareness disposable income/income. Oral hygiene awareness. Habits of consumers: Attitudes, Beliefs, Dental Check Ups Frequency of brushing the teeth. Competitors Product Features - Quality, Style, Design and Cost. Mentality of users, like if they are perfectly aware of fact of changing the brush after every 3 months for hygiene reason then more number of toothbrushes will required to fulfill the increased demand for it. Advertisements, Promotion environmental in nature and factors: hygiene awareness , Population Structure, Habits of consumers Marketers have control on factors such as oral hygiene awareness, advertisement and promotion of the toothbrushes. Factors like Awareness , Oral hygiene awareness, Frequency of brushing the teeth, Product Features can be influenced by marketing programs. Cottle can develop primary market in rural areas as well as in semi urban areas by promoting low end toothbrushes to people who do not brush . Q2.Theoretically, how many marketing objectives Cottle can have. Make a comprehensive list of all thealternatives. List of possible marketing objectives of Cottle: Increase the sales of toothbrush to 100.2 million in 2010. Increase the distribution of majority of product through supermarket. Recommendation of dentists for effective promotion especially for higher end toothbrushes. Securing early market share in emerging markets. To achieve a toothbrush unit growth rate of 25-30% in 2010 in India.

To educate consumers by conveying awareness about using toothbrushes over Hurbal stick. Q3.Has Cottle enjoyed the first mover advantage? How? The Cottle was the very first company to move to India in the field of dental tool like toothbrushes , dental flss,toothpaste, toothpowder etc. and it is also indicative from its 46% market share it had acquired from 2004 to 2009 as compared to 22% of Dalton and 11% of Sarindia which were its primary competitors The company developed a first mover advantage because the company established brand awareness and distribution networks before its competitor s. Cottle was also able create an image of an authority in oral care and held their products in high regard because Cottle partnered frequently with IDA. Cottle, while focusing on the toothbrush market,introduced low and mid range products, being first to secure the market initially by creating brand awareness. Q4.In your view, who should Patel target with low-end manual brushes Vs. mid-range manual Vs. battery-operated? Target market for Low end manual brushes: Rural areas, low income consumers, target consumers from semi urban and rural India, as they are not concerned on spending a part of their disposable income on sophisticated products. Target market for the mid-range manual brushes: Patel should target middle class consumers from urban areas, with medium price sensitivity. Target market for the battery-operated brushes: Patel should target consumers from upper middle class or upper class, who are, to a large extent, aware of oral hygiene and who do not mind spending on sophisticated products for oral care. Q5.Apart from Cottles segmentation, what else could be the bases for segmenting Indian toothbrushmarket? Rural Semi urban urban Awareness about hygienety Education and knowledge level Age groups Gender (Female: more delicate toothbrush and colour consideration e.g. pink and Male: Toothbrush slightly big in size, with hard and comfortable grip ) Q6.What is your view on Patels current proposal of allocating promotion budget equally in three activities as explained in the case? Should Cottle spend promotional dollars for battery operated brushes? Why or why not? Patels current proposal of allocating promotion budget equally on the three activities stated in casestudy will not be good because: Each and every market sections is having different level of knowledge and awareness .

only 23% of the sample surveyed brush 2 times/day. More than 50% of Rural India do not use a toothbrush to clean their teeth. Only 8.6% of the toothbrush users replace the brush every three months Spending promotional dollars on battery operated brushes to a large extent is not a good idea because only0.5% of the sales of Cottle India come from battery-operated brushes. Q7. Determine the revenue and contribution for each toothbrush product using data from case exhibit 6 (using Cottles 2009 sales and Patels 2010E plan as a start). Then devise your own product mix and calculate product gross margin for your plan. Finally, using the sample percentage incomestatement from case exhibit, create your income statement fo r your own allocation