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Marketing Assignment 1

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1) What factors determine demand for toothbrushes? Which of these factors are Environmental? Do the marketers have control over them? Which factors could be influenced by marketing programs? If Cottle intends to develop primary market (primary demand) for toothbrushes, at which different levels should it influence the target market?
Ans: Following factors determine demand for tooth brushes:
Environmental (External) – Very less Influence 1. Population Structure (Demography- Size and Composition) 2. Disposable income of consumer (Standard of Living). 3. Habits of consumers (Dental Care – Attitudes, Beliefs, Dental Check Ups). 4. Brushing – Style, Frequency and Brush Replacement.
Marketing
1. Awareness (Education). 2. Advertising, Promotion and Distribution Strategy. 3. Product Features - Quality, Style, Design and Cost. 4. Competitors in Market.

2) How many different marketing objectives Cottle can have?
Ans: Cottle can have following marketing objectives:
1) Secure early market share in low and mid range products and gradually shift to higher end brushes.
2) Increase the sales of toothbrush to 100.2 million in 2010.
3) Channel the distribution of majority of product through supermarket.
4) Use dentists for effective promotion especially for higher end toothbrushes.
5) Increase the unit sales of low level brushes by 15%, medium by 120% and higher by 25%.

3) Has Cottle enjoyed a first mover advantage? How?
Ans: Yes Cottle has definitely enjoyed a first mover advantage which is indicative from its 46% market share it had acquired from 2004 to 2009 as compared to 22% of Dalton and 11% of Sarindia which were its primary competitors

4) In your view, who should Patel target with low-end manual brushes vs. mid-range manual vs. battery operated?
Ans: Target market for Low end manual brushes: Rural areas, low income

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