SWOT Analysis for Cottle-Taylor.
* The company is experiencing significant growth. For instance, the total sales for the company grew by an annually by approximately 8% between the years 2004 and 2009 a trend that is still present. This growth was also evident in net income and earnings per share where each grew by 12% and 14% annually in the same years.
* The company was established in Philadelphia and its present in four geographic locations. Therefore, it has a large pool of an international workforce and has heavily invested in foreign communities hence possesses global presence and expertise.
* Cottle â€“ Taylor holds a large market share in India (38%). Due to this large market share, toothbrush sales from the company account for most of the countryâ€™s sales. For instance, in 2009, toothbrushes from Cottle accounted for approximately 46% of all toothbrushes sold in the country. ,
* Cottle has a wide variety of designs that meet the demand of Indiaâ€™s diverse population as the country has a population with varied demographic that have unique demands.
* The company experiences communication problems with its distributors, and they often do not understand the key selling points for the companyâ€™s product and this translates into lower sales levels than projected.
* Most of the Indian population lives at or below the poverty line with most of them lacking a discretionary income. This, therefore, means that any increase in price would imply that the toothbrush cost of the toothbrush would be similar to the base salary of the populace. These lower prices on especially toothpastes and toothpowder reduce the profit margin. For instance, a price reduction on the two in 2009 reduced the profit margin for the company from 31% to 25%.
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Marketing & Sales Case Study Analysis and Solution
At Fern Fort University, we use Harvard Business Review (HBR) marketing principles and framework to analyze Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version case study. Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version is a Harvard Business Review case study written by John A. Quelch, Alisa Zaloshfor the students of Sales & Marketing. The case study also include other relevant topics and learning material on – Customers, Emerging markets, Forecasting, Health, Product development
Strategic Marketing Analysis of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version case study written by John A. Quelch, Alisa Zalosh will comprise following sections –
- Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version Case Description
- Marketing Definition
- Market Potential Analysis of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version
- Market Share Potential Analysis
- Segmentation and Segment Attractiveness Analysis
- Competition and Competitiveness Analysis of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version
- Customer Value Analysis of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version case study
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Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version Marketing Case Description
Sales & Marketing Case Study | Authors :: John A. Quelch, Alisa Zalosh
Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern oral-care products in India. Her boss, the VP of Marketing, believes her forecast is too conservative and suggests spending more money on promotions to boost sales by 30%. Patel must develop a new plan to meet this higher growth rate by increasing the advertising budget and revising the distribution of the budget across three targeted advertising messages. She must also consider the regional challenges within India between rural and urban consumers and their willingness to adopt a modern approach to dental care. Students must build a projected income statement and consider the effects of increasing the advertising budget and changing the product mix in favor of higher margin toothbrushes.
Customers, Emerging markets, Forecasting, Health, Product development
According to American Marketing Association – Marketing is a set of activities that a firm undertakes for creating, communicating, delivering, & exchanging offerings that have value for customers, clients, partners, and society at large.
Kotler explains - Marketing is a process by which organizations can create value for its potential and current customers and build strong customer relationships in order to capture value in return.
Market Potential Analysis of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version
Market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch. This will involve defining – Why the target market segment needs the product and how it will provide a solution to full its consumers’ needs. Market potential of Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version products various on factors such as –
- Maturity of the market. In mature markets the profitability is often stable but the market potential is less as most of the players have already taken market share based on the segment they are serving. New players have to go for market share strategies in marketing.
- Technological competence of the existing players and culture of innovation and development in the industry.
- Untapped market sizes and barriers to both enter the market and serving the customers. Often companies can easily see the unfulfilled needs in the markets but they are difficult to serve as there are costly barriers.
- Define the core need that your product is serving and list out all the direct and indirect competitors in the market place. This will help not only in positioning of the product but also in defining or creating a segment better.
- Uncovering the current and untapped market sizes and barriers to serving the larger market. Analyze the areas that you need to sort out while launching the products to wider market and what are the challenges the firm will face in market place.
- Estimate the current stage in product life cycle and its implications for marketing decisions for the product.
Market Share Potential Analysis
- Understanding the buyer behavior model for Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Versionindustry.
- Identifying the market share drivers relevant to Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version market.
- Segment Attractiveness Analysis – Our analysis will work out which are the most attractive segments and which are the one the firm should go ahead and target. We point out in great detail which segments will be most lucrative for the company to enter.
- Understanding the different needs and relative value of your offering by segment.
- Developing segment priorities and positioning the product based on the product need fit developed by the firm.
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Competition & Competitive Position Analysis
- Uncovering customer-based competitive positions for key rivals and firm’s offering. This will not only help in assessing the strengths and weaknesses of the competitors but also help in defining and positioning of the product.
- Developing a positioning and launching strategy. It will require not only distribution channel analysis but also promotion mix for the product.
- Strategic Marketing Planning — the process of developing and maintaining a strategic fit between the organization’s objectives and capabilities and the ever evolving marketing opportunities for its products.
Cottle-Taylor: Expanding the Oral Care Group in India, Spanish Version - Customer Value Analysis
Capturing customer value is essential to marketing efforts as it results in higher return in the form of both current & future sales, greater market share, and higher profits. By creating superior customer value, the organization can create highly satisfied customers who stay loyal and buy more. This, in turn, means greater long-run returns for the firm.
- The crucial role of customer perceived value in acquiring and retaining profitable customers. Product differentiation is often based on building on a value niche that a firm believes that is very important to the customer. This niche contributes to perceived value. If the perceived value is high then customer stay loyal to the product if not then she can switch to the competitor’s product.
- Graphically displaying value differences for deeper understanding and better internal communication. This helps is building a narrative that a customer can identify with. The better the insight more are the chances of connecting with the potential customers.
- Identifying and selecting actionable value creation options. This can help in increasing the customer lifetime value. Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.
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