Cottle Case Study
Cottle Case Study
Q1. 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?
Factors Affecting Demand: 1) Habits & Attitudes – e.g.habit of using twig of neem tree.(Sociocultural Environment) 2) Awareness about oral hygiene/dental problems 3) Income (Economic Environment) 4) Easy Availability & Price of toothbrush 5) Brush Frequency & Brush replacement frequency 6) Availability of substitute products * Marketer have direct control over point 4) availability & price of toothbrush * Except Income all other factors can be influence by Marketing Programme.
To develop primary Market Cottle should target 1. Untouched segment which do not use toothbrush
Rural area have 78% (905 million) population which is largely not developed area.(low end manual type) 2. Increase Market Share of existing consumer (mid range manual type) 3. Promoting battery operated product to urban consumers with high income
Q2.Theoretically, how many different marketing objectives Cottle can have? Make a comprehensive list of all possible alternatives. (5 points)
1. To identify and satisfy the changing needs of oral hygiene of consumers.
2. To Bring Awareness- educate people about oral hygiene.
3. To promote oral hygiene products (battery-operated toothbrush, mouthwash, denture care, dental floss) in urban cities & increase profit margine
4. To develop Cottle oral products as premium brand.
5. To increase market share by focusing on rural area as potential area this will develop with time.
Q3. Has Cottle enjoyed a first mover advantage? How? (5 points)
Yes,
1. It has 38%
Q1. 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?
Factors Affecting Demand: 1) Habits & Attitudes – e.g.habit of using twig of neem tree.(Sociocultural Environment) 2) Awareness about oral hygiene/dental problems 3) Income (Economic Environment) 4) Easy Availability & Price of toothbrush 5) Brush Frequency & Brush replacement frequency 6) Availability of substitute products * Marketer have direct control over point 4) availability & price of toothbrush * Except Income all other factors can be influence by Marketing Programme.
To develop primary Market Cottle should target 1. Untouched segment which do not use toothbrush
Rural area have 78% (905 million) population which is largely not developed area.(low end manual type) 2. Increase Market Share of existing consumer (mid range manual type) 3. Promoting battery operated product to urban consumers with high income
Q2.Theoretically, how many different marketing objectives Cottle can have? Make a comprehensive list of all possible alternatives. (5 points)
1. To identify and satisfy the changing needs of oral hygiene of consumers.
2. To Bring Awareness- educate people about oral hygiene.
3. To promote oral hygiene products (battery-operated toothbrush, mouthwash, denture care, dental floss) in urban cities & increase profit margine
4. To develop Cottle oral products as premium brand.
5. To increase market share by focusing on rural area as potential area this will develop with time.
Q3. Has Cottle enjoyed a first mover advantage? How? (5 points)
Yes,
1. It has 38%