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Cottle Taylor: Expanding the Oral Care Group in India’

In: Business and Management

Submitted By Meet
Words 1709
Pages 7
Executive Summary:
Cottle a global player in Oral Care, Personal care and home care focused in Oral care segment in India market and is Market leader. With slow down in American market Cottle focused on Indian Emerging markets and marked tooth brush segment as target segment as segment has untapped opportunity and technological expertise is present with Cottle. Lang (VP) wanted increased sales in high price segment through increased advertisement, while Brinda (Director marketing India) wanted to focus on untapped rural segment that do not use tooth-brushes and increase the usage frequency. To maintain the sales growth of 25-30% Cottle planned to design a product between medium and premium segment and aggressively supply in the outlets and advertise.
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Situational analysis:
Cottle-Taylor – Founded in 1815 in Philadelphia as soap manufacturer is now global with reach in 200 countries and production in 75 countries, produces Oral Care, Personal care and home care products and has 200 products in its portfolio and revenue of 11.5 billion dollars. Cottle viewed Geographic expansion and new product development as key aspects for sustainability and growth, and divided markets into 4 divisions – North America, Europe, Latin America and greater Asia and Africa. Emerging market contributed 50% in revenue[4]. Focusing Indian Oral care segment Cottle found growth opportunity in India as American market were hit by recession. Cottle believed in providing quality products around the globe and for that Mark Hernandez –CEO believed in local hiring.
In 2009 Cottle (46% Indian tooth-brush market share) adopted a strategy of expansion by first entering at competitive level in emerging markets, once brand awareness and distribution networks are established, introduce high margin products. Cottle marked Indian tooth-brush segment best as margins are...

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