Q.1) 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 programs? If Cottle intends to develop primary market (primary demand) for toothbrushes, at which different levels should it influence the target market?
1) Oral Hygiene 2) Trusted Brand 3) Multi - Purpose 4) Cost Effective 5) Recommended by Experts 6) Promotional Influence 7) Brushing Habits 8) Supply chain & distribution 9) Demography 10) Disposable Income of consumer 11) Creating Awareness

Out of these listed factors, the environmental factors would be:

1) Brushing Habits 2) Demography 3) Disposable Income of consumer

Marketing programs can influence the following factors:

1) Oral Hygiene 2) Trusted Brand 3) Multi - Purpose

4) Recommended by Experts 5) Promotional Influence 6) Supply chain & distribution 7) Creating Awareness

If Cottle intends to develop primary market for toothbrushes, they should focus on following aspects:
1) Semi urban & urban markets can cater to potential primary demand 2) Persuading the semi urban & rural population consumers to brush for the first time 3) Increase the incidence of brushing among the semi urban & rural population 4) Create a brand image & trust among urban population to go for battery operated toothbrushes

Q.2) Theoretically, how many different marketing objectives Cottle can have? Make a Comprehensive list of all possible alternatives
Cottle can have following marketing objectives: 1) Secure early market share in low and mid range products and gradually shift to higher-end battery operated brushes 2) Cultivate large supermarket relationship in anticipation of urban growth & rising incomes 3) Pushing higher end battery operated toothbrushes via dentists towards urban population who are oral hygiene conscious 4) Develop primary market for toothbrushes at the rural level & imbibe the importance for brushing via IDA Campaigns 5) Increase the unit sales of low level brushes by 16%, medium by 120% and higher by 25% as per Lang strategy 6) Increase the sales of toothbrush to 100.2 million in 2010

7) Influence the replacement of brush as 80% population use same brush beyond 3 months 8) Launch their toothbrushes into the markets as per the affordability of the population who are looking at it through cost competitive alternative for Hindaltan & SarIndia to maximize market share 9) Create their brand awareness to eat up the 22% market share of the unbranded toothbrushes supplied by China & Vietnam

Q.3) Has Cottle enjoyed a first mover advantage? How?

Yes as per statistics, Cottle has definitely enjoyed a first mover advantage. This can be proved from its 46% market share it had in 2009 as compared to 22% of Dalton and 11% of SarIndia which were its primary competitors. Also, they have cultivated a good distributor & supermarket relationship catering to the urban population, since they were the first movers. This has helped them to be popular among the seed & medium distributors which gave them a grip over the pulse of the rural market.

Q4) In your view, who should Patel target with low-end manual brushes Vs. mid-range manual Vs. battery operated?
We think that the target market for Ms Patel should be low-end manual brushes. This view can be supported by the following statistical data : 1) Rural consumers account for 64% of the total Indian expenditure since they are price sensitive due to their low disposable incomes 2) More than 50% of rural India didn't use a toothbrush to clean teeth & hence this is a potential matter which can be tapped 3) Using IDA Campaign they can boost the sales in rural areas

Q5) Apart from Cottles segmentation, what else could be the bases for segmenting Indian toothbrush market?
Apart from Cottle segmentation, age can be the basis for segmenting Indian toothbrush markets. Probable age groups might be 1-5, 6-55 & 56 onwards. 1) For 1-5 age group, the emphasis will be more on getting kids used to brushing teeth and developing a sound brushing habit. Eg. Kidsie 2) For 6-55 age group, Normal Toothbrushes, Eg The Complete

3) For 56 onwards age group, toothbrushes which are designed for sensitive teeth and which minimize the gum aggravation. Eg. The sensiTooth

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?
Our view is that the promotional expenses will not be optimally spent if there is an equal distribution of them in the 3 activities owing to the following reasons: 1) Rural market is cost competitive & a volume based market whereas urban market is a margin based market. 2) In the rural context, as per the statistics 50% people did not use the tooth brush. Conveying message 1) Persuading the customers to brush for the first time will be crucial for enhancing sales revenue in the rural market. As 50% of the rural people are found to be using toothbrush, conveying message 2) Increasing the incidence of brushing will be given the second priority. 3) As per the statistics from Exhibit 8, it is evident that Battery operated toothbrushes could not penetrate the Indian Market as they did in Thailand. Urban population with good disposable income can afford to foray from mid-range to Battery operated brushes. So, emphasis would be on conveying message 3) Persuading consumers to upgrade to mid-range or premium products. We need to give second priority for message 2) Increasing the incidence of brushing. Cottle should spend promotional dollars on Battery operated brushes as there is good potential market with good disposable income at disposal.

Submitted by: Ajinkya Zole Navin Bhat Mayureshwar Sontakke Rahul Wane 12102 12108 12155 12161