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Background

Cottle-Taylor Start up (1815) 4 main geographic divisions(200 countries) North America, Europe, Latin America, Greater Asia/Africa. Product Lines Oral care Home care Personal care

background
HR Practices International work force (Local talent hiring). Collaborative environment. Operations 200 countries. Manufacturing facilities in 75 countries.

Background
Subsidiary cottle India Focusing exclusively on oral care Product Categories Toothpaste Toothpowder Toothbrushes Push Strategy through dentists.

Target Market & Media Vehicles


Both rural and urban Men and women (Age 20-35)

Media Television Ad 50% Print Ad 30% Billboards 15% Radio 5%

Current scenario Global recession (US sales decline)


Targets Get offset of sales from emerging markets Brinda Patel(Director Marketing India) projected 20% growth in sales. Michael Lang(VP Marketing for Asia/Africa) had pressure to increase it up to 25-30% from the region

Current scenario
India Worlds Largest Democracy. Rapid GDP Growth (146 times greater than 1990). 78% Rural and 22% Urban Population. 37% lived below the poverty line. 80% lived on less than $2/ day. 93 million lives in Slums.

Current scenario
50% of Indians were not concerned with dental

problems. Rural people are 5x more reluctant to use modern oral care than Urban counterparts 10% growth from 2008-09

Issues
To develop a revised data driven marketing plan Which of the three messages would better resonate

with urban and rural areas How to design the effect of product mix for higher revenue Which projection would meet a higher revenue

Three Key messages to be adressed


Persuading consumers to brush for the first time. 2. Increasing the incidence of brushing. 3. Persuading consumers to upgrade to mid range or premium products.
1.

Recommendations Uneven distribution of messages


Urban, semi urban: Message 1 (10%) Message 2 (40%) Message 3 (50%) Rural: Message 1 (60%) Message 2 (35%) Message 3 (5%)

Recommendations
Designing product mix:
Product Category Low end Mid range Battery operated Revenue Patels Projection 86.54% 13.0% 0.46% Thailand in 2007 70% 25% 5% Langs Unit Sales Projection (m) 2010 310.9 111.035 22.2 78.2% 21.3% 0.5% Unit sales projected 347.4 94.62 2.12

100.9508

121.33

117.59

RECOMMENDATIONS
2009 Unit Sales (m) complete sensitooth surround kidsie Total zagget Mid range directionflex manual Total swirl brush Battery refills operated Total Low end manual fresh gum 230.6 29.9 15 9 15 299.5 34.4 8.6 43 1.5 0.2 1.7 344.2 2010 Expected Patel 2010 Expected LANG % Unit sales increase (m) p/u (after p/u (after Revenue % Unit sales Revenue 20% 20% $(m) increase (m) $(m) increase) increase) 0.18 49.08 16 16 16 16 16 120 120 25 25 267.5 34.7 17.4 10.4 17.4 347.4 75.7 18.9 94.62 1.87 0.25 2.12 444.14 0.18 0.216 0.216 0.228 0.144 0.348 0.63 7.68 0.67 48.15 7.5 3.76 2.91 2.51 64.82 26.34 11.9 38.24 14.36 0.17 14.53 117.59

20 20 20 7 8 25 25 13 0

276.7 35.9 18 9.7 16.2 356.5 43 10.8 53.8 1.7 0.2 1.9 412.2

0.216 7.7544 0.216 3.888 0.228 2.2116 0.144 2.3328 65.9928 0.348 14.964 0.63 6.804 21.768 7.68 13.056 0.67 0.134 13.19 100.951

*Revenue (2009)

$70.1 m

Income statement of toothbrushes % 2009


Gross Revenue Less: Trade Discounts NetRevenues Less: Variable Manufacturing, selling costs Gross Margin Less: Advertising Consumer promotions Selling,admin costs Profit from Operations 100 10 90 70.1 7.01 63.09 100.9508 10.09508 90.85572 117.59

2010 expected Patel 2010 (E) LANG

11.759 105.831

46 44 9 3 14 18

32.246 30.844 6.309 2.103 9.814 12.618

46.4273 44.418352 9.085572 3.028524 14.13312 18.171444

54.0914 51.7396 Ad(12%)14.1108 3.5277 16.4626 17.6385

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