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Toothbrushes - Cottle Taylor

In: Business and Management

Submitted By Libertyldn
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International Marketing Management Assignment
Propose, with justification, the product and distribution actions Cottle-Taylor should take to achieve its growth objectives in the Indian toothbrush market for the next 12 months.

Word Count: 2,194

Introduction

Increased wealth in most part of the world causing enhanced purchasing power, advances in technology and the evolution of large emerging markets such as India are three of the dynamic trends affecting international businesses today (Ghauri and Cateora 2010). This essay will take into account these forces and will both analyse Cottle-Taylor’s market position based on the Marketing Mix (Perreault, Cannon and McCarthy, 2011) and suggest recommendations to maximise success in the Indian market.

Analysis

Product
Consumer attitudes towards oral hygiene are changing in India as noted in a PEST analysis (appendix 1), which means Cottle-Taylor need to examine their current product portfolio to understand where profitable growth opportunity exists.

Cottle-Taylor offer a wide range of products under four categories, enabling the brand to reach varied demographics, a strength highlighted in the Strengths and Weaknesses Analysis (appendix 2). The size and amount of product variety available in each range differs which as well as consumer demographics explains the difference in total sales for each range. Notably there is unequal share of profit within each range too; consulting the Product Line Analysis (Appendix 3), for example shows that 50% of the mid-range toothbrushes account for 73% of the total range’s profit. This suggests Cottle-Taylor have one or two very strong beacon products; however it simultaneously raises questions about the rest of the product offering.

A BCG Matrix (appendix 4) highlights which of Cottle-Taylor’s products are currently the most successful in India in a simple…...

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