Cottle-Taylor: Expanding the oral care in India

Submitted by
Narender
Neha Kumari
Shreyans Jain
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Kavya Gupta
Jeevan
Hiteshi Patel
About Cottle-Taylor
• Founded in 1815 as a hand soap manufacturer
• By 2009 diversified their products into more than 200
categories
• Main product categories : Oral care, Personal care and Home
care
• 50% of the company revenue ($5.7 billion) came from
emerging market
• Manufacturing and business operations in 75 countries to
serve customer base
• Wanted to have first mover advantage in the category and try
to capture the unexplored market in India
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Indian oral care
• Used neem twigs, black salt, tobacco, charcoal and ash to
brush their teeth
• 1 dentist personnel for every 10000 people
• oral care sector’s growth rate from 2008 to 2009 was 10%
• 2005 majority of Indians had never visited dentist and 2%
visited regularly
• In 2009 toothbrushes sold was 747.1 million only 8.6% of
toothbrush users replaced their brush within 3 months

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Indian oral care
• Used neem twigs, black salt, tobacco, charcoal and ash to
brush their teeth
• 1 dentist personnel for every 10000 people
• oral care sector’s growth rate from 2008 to 2009 was 10%
• 2005 majority of Indians had never visited dentist and 2%
visited regularly
• In 2009 toothbrushes sold was 747.1 million only 8.6% of
toothbrush users replaced their brush within 3 months

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Issues Faced

Difficulty in communicating in rural location, don’t speak proper

dialect

Regional holidays and cultural practices often complicated

distributor staffing and retail deliveries

Rural retailers found difficulties in inventory planning as sales were

highly co-related with daily and weekly incomes of the customers

Presence of competitive brand like Hinda-Daltan and SarIndia

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Marketing strategy
• Partnered with IDA to conduct research studies and dental
health outreach campaigns so that Indians considered Cottle
an authority on oral care and held their product in high regard
• Approached with their usual strategy of entering into a new
market with basic models and competitive price
• Once brand awareness had been established and distribution
networks were in place, Cottle introduced its more profitable
lines and more advanced product

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Cottle-Taylor’s promotion

Persuade consumers to brush for

the 1st time

Increase the incident of brushing

Persuade consumers to upgrade to

mid-range or premimum 7
Toothbrush product line
Mid-range Battery
Low-end manual
Manual operated
• The complete • The zagger • The swirl
• The sensitooth • Direction flex • Swrils refills
• The fresh gum
• The surround
• The kidsie

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Thank you