Sales & Marketing Alignment: How to Synergize for Success
Cottle taylor 2
1. COTTLE TAYLOR:
EXPANDING THE ORAL CARE
GROUP IN INDIA
GROUP MEMBERS:-
Anjali gupta (24/179)
Sakshi vashishtha (24/157)
Deepshikha verma (24/138)
Pralabh agarwal (24/152)
Yash mehrotra (24/174)
2. Introduction to Cottle Taylor
Philadelphia based cottle founded in 1815 as a hand soap
manufacturer.
4 main Geographic divisions (200 Countries)
• North America
• Latin America
• Europe
• Greater Asia and Africa
Product Lines
• Oral care
• Home care
• Personal care
3. HR Practices
• International Workforce(Local Talent Hiring)
• Collaborative environment
Operations
• 200 Countries
• Manufacturing facilities in 75 Countries
• Focusing exclusively on Oral Care
Product categories
• Toothpaste
• Toothpowder
• Toothbrushes
Revenue in 2009 $11.5 Billion
4. India’s Current Scenario 2009
World’s largest democracy;
1.16 Billion population;
Median age 25;
28 States and 9 Territories.
Hindi, Primary language and
English as a second.
GDP was 146 times greater than in 1990; 3 of the
37 states and territories Maharashtra, Utter
Pradesh and Andhra Pradesh accounted for 30%of
India's total GDP.
Roughly 37% (429 million individuals) live below
the poverty line, $1.25 per day. As much as 80%
lived on less than $2 per day.
5. India’s market 2009
Rural villages
Lack transit, electricity, running water, waste treatment system and access to basic health
care; High illiteracy rates; Increasing access to information because mobile devices, bit still
out of reach for many. Daily or weekly wages extremely price sensitive. Lacked access to
credit and typically had limited or no savings. This group alone accounted for 64% of total
Indian expenditure.
Semi-urban and Rural areas
Consumers purchased most household products including oral care products at small
cramped independent grocery stores. Smaller size products at affordable price points.
Urban consumers
Higher disposable incomes and less price sensitivity; shopped at convenient stores,
department stores, super markets and specialty retailers; prices were higher, but larger
product sizes delivered better value.
6. ISSUES
• Facts:
Widespread practice of chew twigs from Neem tree.
50% of Indians were not concerned with dental problems.
Rural people are 5 times more reluctant to use modern oral care than
urban counterparts.
80% of population lives on less than $2 per day.
• Purchase accuracy:
8.6% of toothbrush users replaced there toothbrush within 3 months.
4/5th toothbrushes used a same brush well beyond 3 month.
7. Distribution difficulties
Distributer didn’t always understood the key selling points of Cottle’s
toothbrushes.
Difficulty in communicating in rural locations as they don’t speak local
dialects.
Rural Retailer uncertainty
Inventory planning because sales are influence by customer’s daily or
weekly incomes.
Wages of day labourers have high fluctuations due to job availability
and weather.
8. FACTORS DETERMINING THE DEMAND OF TOOTHBRUSH
• The disposable income and income of the consumers.
• Customer understanding on what are the key differences between
good and poor quality products in the market.
• The amount of times a consumer brushes his teeth.
• The ease with which product is accessible contributes to demands as
well.
AFFORDABILITY
ORAL HYGEINE AWARENESS
FREQUENCY OF USE
DISTRIBUTION AND ACCESSIBILITY
15. Strength
50 Years legacy
38% market capitalization
Worldwide exposure (Thailand , japan)
Opportunity
Engage 500 million customers
Grabing rural india
(untouched and new market)
Weakness
Low communication among rural
areas due to various reasons
Threats
Cottle India is cost conscious
Increase in advertising expenditure in
recession
If anticipated results not achieved can
hamper financial performance
SWOT ANALYSIS
17. Targeting
Largest Distributors (Mid and premium toothbrush)
• Urban Locations
• Focus on High Volume Retail Outlets
• Largest Supermarket Chains
Medium-Sized Distributors(mid and low-end toothbrush)
• Semi-urban Areas.
• Served Wholesalers & Retailers.
Small-Sized Distributors(Low-end toothbrush)
• Rural Locations
• 300,000 Outlets in small villages
18. Positioning
Cottle is a brand of oral care products that produce
range of toothbrushes and toothpaste which are
affordable for everyone, suitable for each kind
of gum and tooth and it is recommended by IDA
20. Methods that can be used to achieve targets
• Persuade consumers to brush for the first time.
• Increase the incident of brushing.
• Persuade consumers to upgrade to mid-range or premium
products.
• Increasing awareness through check up camps.
• Tie ups with Schools and Institutions.
• Promotion of safe brushing habits by working with IDA.
• Gender and age targeted designs, products.
