1. Harvard Business Review

2.  URBAN:-
22 % POPULATION
ACCESS TO ADVERTISEMENT
 RURAL :-
78% population
less basic facilities
less awareness
64% of total Indian expenditure

3.  It makes more sense to target the semi-urban
market with low end manual and mid range
manual.
 Target metros and big cities with mid range
manual and battery operated manual.
PRESENT ADVERTSIEMENT –
50 % TV,
30% NEWSPAPER,
15 % BILLBOARD AND
5 % ON RADIO

4.  INCREASE ADVERTISEMENT THROUGH RADIO
 Increase billboard advertisement in semi
urban areas.
 Increase promotions in rural areas via
Contacting through mobile and e-Choupal.
 Target broader age group , as decisions in
semi urban and rural areas largely depends
on head of the family.

5.  Cheaper Toothbrushes can be provided at
discounted cost in semi urban areas as sale
of toothpaste is more (48.7%) in comparison
to toothbruses (17.5%)
 Toothbrushes can be bundled with
toothpastes.

6. 2008 2009 2010expected lLANG
Unit sales Unit Sales Revenue % increase Unit sales price per unit (after 20% increase) Revenue
complete 197.6 230.6 16 267.5 0.18 48.15
Low end sensitooth 25.7 29.9 16 34.7 0.216 7.50
manual
fresh gum 12.5 15 16 17.4 0.216 3.76
surround 7.7 9 16 10.4 0.228 2.91
kidsie 12.8 15 16 17.4 0.144 2.51
Total 256.6 299.5 347.4 64.82
Mid range
manual zagget 27.2 34.4 120 75.7 0.348 26.34
directionflex 6.8 8.6 120 18.9 0.63 11.90
total 34 43 94.62 38.24
Battery
operated swirl brush 1.3 1.5 25 1.87 7.68 14.36
refills 0.16 0.2 25 0.25 0.67 0.17
total 1.5 1.7 2.12 14.53
Total toothbrush unit sales 292.1 344.2 70.1 444.14 117.59 <------ revenue increased from 70.1 to 117.59

7. Projected Income Statement based on 2010 plan by Michael Lang:
2010 expected LANG
Gross Revenue 117.59
Less: Trade Discounts 11.759
NetRevenues 105.831
Less:
Variable Manufacturing,
selling costs 54.0914
Gross Margin 51.7396
Less:
Advertising 14.1108
Consumer promotions 3.5277
Selling,admin costs 16.4626
Profit from Operations 17.6385