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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.
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
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
11.759 105.831
46 44 9 3 14 18