These are the ppt slides of Cottle Tayor: expanding the oral care group in INDIA. We presented this case in the case competition in GIFT university Gujranwala and stood third.

2. COTTLE TAYLOR
EXPANDING THE ORAL GROUP IN INDIA

3. PRESENTERS
Abdul Wadood
Roma Qadeer
Muhammad Tahir
Bassam Altaf
Usman Ahmad

4. Background
PRESENTED BY
ABDUL WADOOD

5. 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

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

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

8. 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%

9. Current Scenario
PRESENTED BY
ROOMA QADEER

10. 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

11. CURRENT SCENARIO
• India
• World’s 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.

12. 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

13. Problems
PRESENTED BY
USMAN AHMAD

14. 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

15. THREE KEY MESSAGES TO BE ADRESSED
1. 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.

16. RECOMMENDATIONS
Uneven distribution of messages
• Urban, semi urban: • Rural:
• Message 1 (10%) • Message 1 (60%)
• Message 2 (40%) • Message 2 (35%)
• Message 3 (50%) • Message 3 (5%)

17. Solutions
PRESENTED BY
MUHAMMAD TAHIR

18. RECOMMENDATIONS
• Designing product mix:
Lang’s
Product Patel’s Thailand Unit Sales Unit sales
Projection
Category Projection in 2007 (m) projected
2010
Low end 86.54% 70% 310.9 78.2% 347.4
Mid range 13.0% 25% 111.035 21.3% 94.62
Battery
0.46% 5% 22.2 0.5% 2.12
operated
Revenue 100.9508 121.33 117.59

19. Solutions
PRESENTED BY
BASSAM ALTAF

20. RECOMMENDATIONS
2009 2010 Expected Patel 2010 Expected LANG
Unit p/u (after p/u (after
% Unit sales Revenue % Unit sales Revenue
Sales 20% 20%
increase (m) $(m) increase (m) $(m)
(m) increase) increase)
complete 230.6 20 276.7 0.18 49.08 16 267.5 0.18 48.15
sensitooth 29.9 20 35.9 0.216 7.7544 16 34.7 0.216 7.5
Low end fresh gum 15 20 18 0.216 3.888 16 17.4 0.216 3.76
manual
surround 9 7 9.7 0.228 2.2116 16 10.4 0.228 2.91
kidsie 15 8 16.2 0.144 2.3328 16 17.4 0.144 2.51
Total 299.5 356.5 65.9928 347.4 64.82
zagget 34.4 25 43 0.348 14.964 120 75.7 0.348 26.34
Mid range
manual directionflex 8.6 25 10.8 0.63 6.804 120 18.9 0.63 11.9
Total 43 53.8 21.768 94.62 38.24
swirl brush 1.5 13 1.7 7.68 13.056 25 1.87 7.68 14.36
Battery
operated refills 0.2 0 0.2 0.67 0.134 25 0.25 0.67 0.17
Total 1.7 1.9 13.19 2.12 14.53
344.2 412.2 100.951 444.14 117.59
*Revenue (2009) $70.1 m

21. INCOME STATEMENT OF TOOTHBRUSHES
2010 expected
% 2009 Patel 2010 (E) LANG
Gross Revenue 100 70.1 100.9508 117.59
Less: Trade
Discounts 10 7.01 10.09508 11.759
NetRevenues 90 63.09 90.85572 105.831
Less:
Variable
Manufacturing, s
elling costs 46 32.246 46.4273 54.0914
Gross Margin 44 30.844 44.418352 51.7396
Less:
Advertising 9 6.309 9.085572 Ad(12%)14.1108
Consumer
promotions 3 2.103 3.028524 3.5277
Selling,admin
costs 14 9.814 14.13312 16.4626
Profit from
Operations 18 12.618 18.171444 17.6385