Problem Statement:
How to growing the sales revenue of the Cottle Indias soup-straineres. And which type of brush to be focused in narrate to increase the overall profitability.
Analysis:
Cottle India is doing well in India as it sales has grown year on year (18.5% increase 2008-09). It enjoys a market shargon of 38 % as of 2009. similarly the oral business organization industry is growing (47% increase 2004-2009) out-of-pocket to increase in disposable income and influence of the western culture.
Cottle has enjoyed the start mover advantage in the toothbrush market as it has competitive advantage in the manufacturing of the advanced technology toothbrushes without relying on the imported process. It enjoys a market share of 46% with just two competitors. Also Indians considered Cottle an authority in oral care and held their products in high regard because Cottle partnered frequently with IDA.
Cottle, while counsel on the toothbrush market, introduced low and mid range products, macrocosm first to secure the market initially by creating leaf blade awareness.
Cottle has 3 types of Toothbrushes
1. Low end
2. Medium end
3. Battery operated
The tar buy the farm segments for these types are
1. Low end : Rural and semi urban consumers who do not use toothbrushes
2. Medium end: Semi urban and urban consumers who currently use low end toothbrush
3. Battery Operated: Very Few price-insensitive urban consumers
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