Cotle taylor case

Even though they are not making as much money in India as they are in other regions, this start is definitely something that they can work on expanding.

Cotle taylor case

This would be targeted to people in the urban areas that had more money than those in the rural regions. Also promoting there advantages like reduction in gum bleeding etc would be beneficial in promoting such products to high end markets.

cottle taylor expanding the oral care group in india summary

This would help the consumers know what it is that they want and know that there is something that they can also afford. For the mid-range manual brushes: We should target middle class consumers from urban areas, with medium price sensitivity.

World wide presence Manufacturing facilities in 75 countries. Also rigorous advertising should be done at rural levels, including distribution of free toothbrushes and free dental clinics so that people would not only be aware but stimulated to take up better oral care habits. If you adapt your products to satisfy the people who are buying them, they would more likely want to buy them. This would help the consumers know what it is that they want and know that there is something that they can also afford. A lot of the problem was that there were not dental technicians readily available to the Indian population at all. The first was to persuade consumers to brush for the first time. For the battery-operated brushes: We should target consumers from upper middle class or upper class, who are, to a large extent, aware of oral hygiene and who do not mind spending on sophisticated products including battery-operated brushes for oral care. Increasing the incidence of brushing. Persuading consumers to upgrade to mid range or premium products. This caused the problem of not even being aware about the importance of the modern health care. Persuading consumers to brush for the first time. Targeting is to strategically place advertising to reach consumers based on demographics, income, behaviors etc. If people do not understand the necessity, how would they be attracted to costlier oral care products like battery operated toothbrushes and their likes. Brinda having a more definitive idea of the Indian market is averse to the idea as she is aware of the low awareness of oral hygiene in many parts of India. But Patel was unsure if the increase in advertising dollars would increase sales.

The marketing and advertising will definitely get customers to want to buy and see the importance of the toothbrush and as they become more exposed to the possibilities they will upgrade.

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This would be targeted to people in the urban areas that had more money than those in the rural regions. Her plan was to reward regions that met or exceed sales objectives and to reorganize those that underperformed. These advertisements would be placed and targeted in the rural regions where they were using the twig methods of dental car This type of advertising would be low income, using the 12mm budget for advertising. The dental professionals would move out of India for a higher pay. India needs different target audiences based on the type of product that needs to be sold to a specific region or people group. You need to be very strategic in where to place your product to where it would be the most profitable. The marketing and advertising will definitely get customers to want to buy and see the importance of the toothbrush and as they become more exposed to the possibilities they will upgrade. For the mid-range manual brushes: We should target middle class consumers from urban areas, with medium price sensitivity. A lot of the problem was that there were not dental technicians readily available to the Indian population at all. Due to low discretionary spending and disassociation of health issues to not brushing regularly, Cottle faced a otugh market with low spending capacity in India. In , India was not doing so great as a country. This means that they are increasing to some extent their product usage. World wide presence Manufacturing facilities in 75 countries.

Billboards, television, radio wer key media channels which should be targeted by the brand. The people who already are using toothbrushes do not need as much advertising as they have already been a part of the toothbrush selling market.

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Persuading consumers to upgrade to mid range or premium products.

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Cottle Taylor: Expanding the Oral Care Group in India Essay Example