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COTTLE TAYLOR EXPANDING THE ORAL GROUP IN INDIA

PRESENTERS

Abdul Wadood Roma Qadeer Muhammad Tahir Bassam Altaf Usman Ahmad

Background

PRESENTED BY ABDUL WADOOD

BACKGROUND

Cottle-Taylor

Start up (1815)
North America, Europe, Latin America, Greater Asia/Africa.

4 main geographic divisions(200 countries)

Product Lines

Oral care Home care Personal care

BACKGROUND

HR Practices

International work force (Local talent hiring). Collaborative environment.


200 countries. Manufacturing facilities in 75 countries.

Operations

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

PRESENTED BY ROOMA QADEER

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

Problems

PRESENTED BY USMAN AHMAD

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

1.

2. 3.

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

RECOMMENDATIONS
Uneven distribution of messages

Urban, semi urban:


Rural:

Message 1 (10%) Message 2 (40%) Message 3 (50%)

Message 1 (60%) Message 2 (35%) Message 3 (5%)

Solutions

PRESENTED BY MUHAMMAD TAHIR

RECOMMENDATIONS

Designing product mix:


Patels Projection 86.54% Thailand in 2007 70% Langs Unit Sales Unit sales Projection (m) projected 2010 310.9 78.2% 347.4

Product Category Low end

Mid range
Battery operated Revenue

13.0% 0.46%

25% 5%

111.035 22.2

21.3% 0.5%

94.62 2.12

100.9508

121.33

117.59

Solutions

PRESENTED BY BASSAM ALTAF

RECOMMENDATIONS
2009
Unit Sales (m) complete sensitooth surround kidsie Total zagget Mid range manual directionflex Total swirl brush Battery operated refills 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 $70.1 m

2010 Expected Patel


% Unit sales increase (m)

2010 Expected LANG

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)

INCOME STATEMENT OF TOOTHBRUSHES


%
100 10 90

2009
70.1 7.01 63.09

2010 expected LANG Patel 2010 (E)


100.9508 10.09508 90.85572 117.59 11.759 105.831

oss venue s: Trade counts Revenues s: iable nufacturing lling costs oss Margin

46 44 9 3 14

32.246 30.844 6.309 2.103 9.814

46.4273 44.418352 9.085572 3.028524 14.13312

54.0914 51.7396 Ad(12%)14.1108 3.5277 16.4626

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