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Case 3: Cottle Taylor

Cottle Taylor is an Indian toothbrush manufacturer that is evaluating opportunities to expand its market share in India. The document contains questions about determining demand factors and increasing demand for toothbrushes in India, assessing Cottle's position in the Indian market, strategies for accelerating the development of the toothbrush market, identifying target market segments, whether to increase promotion of battery-operated brushes, setting sales targets for different segments, preparing a sales budget and forecast for 2010, and analyzing sales forecasts under different scenarios.

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Raghuram
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54 views1 page

Case 3: Cottle Taylor

Cottle Taylor is an Indian toothbrush manufacturer that is evaluating opportunities to expand its market share in India. The document contains questions about determining demand factors and increasing demand for toothbrushes in India, assessing Cottle's position in the Indian market, strategies for accelerating the development of the toothbrush market, identifying target market segments, whether to increase promotion of battery-operated brushes, setting sales targets for different segments, preparing a sales budget and forecast for 2010, and analyzing sales forecasts under different scenarios.

Uploaded by

Raghuram
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case 3 : Cottle Taylor

1. What factors determine demand for toothbrushes? How can demand be increased?
2. How is Cottle doing in India? Has it enjoyed a first mover advantage?
3. How can Cottle Accelerate development of the toothbrush market in India?
a. What are Cottle’s target market segments?
b. Which segment makes best sense to reach?
c. Should the promotion of battery operated brushes be increased? Why or why not?
4. What should Patel target for different segments?
5. Forecast unit and $ sales for 2010. Prepare a sales budget. Accommodate what Lang
desires.
6. If the product mix has to look like Thailand’s , What would the revenue and profitability look
like for 2010?
7. Find exhibit 1 to 10 in Excel. Analyze the sales forecast made by Patel for 2010.
(a) Make contribution calculations under three scenarios.
Patel’s 20% unit increase ( Low End: Complete/ Sensitooth Fresh Gum (20%),
Surround/Kidsie (8%), Mid range (25%), Battery-Operated (10%)
(b) Both Patel’s and Lang’s forecasts assume a 20% increase in selling price.
(c) Lang’s 29% unit increase assume the following unit growth rates by category: Low-end
(16%), Mid-range (120%), Battery-Operated (25%).

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