Professional Documents
Culture Documents
1815-
2009
Founded in 1815 as Hand Soap Home Care Products Personal Care Products Personal Care Product
Manufacturer
• Large portion of population still relies on traditional products like neem twigs, black
salt, tobacco, charcoal and ash
• Rural population 5 times more likely to refrain from using dental care products over
urban counterparts.
Semi Urban
.Do not visit a dentist or replace their toothbrush once in every three months
Consumer purchase most household products, including oral care products at small
groceries stores at affordable price.
Urban
•Higher disposable income and less price sensitive.
•Shops at convenient stores, departmental stores, supermarket.
•Visit Dentists
Case Issues
• Declining US revenues
• looked to emerging markets to offset domestic loses.
• He needs higher unit sales and revenue contribution
from india
• Brinda patel, director of oral care marketing for india,
presents sales forecast supporting 20% increase in
toothbrush sales
• Lang finds forecast conservative
• Patel given 2 days to produce revised marketing plan to
achieve goal of 30% sales growth
The objectives of 2010
• provide quality products with wide range of
variety
• maximise profits
• Minimise costs with quality standards
Marketing Objectives
• 30% growth in sales
• Persuading customers to brush for the first
time
• Increasing the incidence of brushing
• Increasing sales of oral products
Marketing Strategy
• Collaborate with IDA, NGO’s for promotion,
distribution
• Focus on ATL,BTL promotions
• Promote via radio, fly overs, pamplets
• Role plays, drama acts in rural areas
• Collaborate with distributors also in the rural
areas on a compensation basis
Product Line Strategy
4 P’s
Place
focus on the distribution channel Promotion
they have right now. ATL,BTL, PR, NGO’s, IDA, etc
Strategy and Effects (Patel’s)
Strategy Effect
• Patel wanted to retain • Increase in no of rural brushers
expenditure at 9% of sales • Create a larger customer base
• Thought that company would for future
not like to spend too much
money at the time of recession • Drive sales of low end brushes
• Wants to create new consumers • Keep expense minimum for
• Wants to increase brush usage company
• Patel wanted to focus mainly • Sale of mid- range and
on : premium toothbrush
Persuading consumers to unaffected
brush for first time • 20% increase in sales respite
Increase incidence of brushing increase in toothbrush prices
Strategy and Effects (Lang’s)
Strategy Effect
• Lang proposed increase in • Increase in expenses for
ad expense to 12% company (ad 12%)
• Based on strategy used in • New customers created is
thailand comparatively lower
• Strategy more focused on : • High increase in switching
• Persuading consumers to
from low end to mid range
upgrade to mid range or and premium products
premium products • More sale of mid range and
premium products
Financial Projection
Patel's Expectation (2010) Lang's Expectation (2010)
• but gross profit for patels strategy ($18.18 Million) is more than Langs
strategy ($17.6 Million)
• Patels strategy should be followed for 2010 and langs strategy may be
implemented once first time users are increased