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Marketing Strategy for Rural Toothbrushes

This document outlines questions and responses about oral healthcare products for rural Indian markets. It discusses segmenting customers by income level and their priorities. It also evaluates Cottle's market share and growth, comparing India to Thailand. A new reusable toothbrush for rural customers is proposed, with wood or plastic handles, priced at Rs. 20-40. Promotions would include rural fairs and performances. Workshops in Maharashtra and Karnataka would educate about oral healthcare and detachable toothbrush benefits.

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Vishal Gaonkar
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91 views19 pages

Marketing Strategy for Rural Toothbrushes

This document outlines questions and responses about oral healthcare products for rural Indian markets. It discusses segmenting customers by income level and their priorities. It also evaluates Cottle's market share and growth, comparing India to Thailand. A new reusable toothbrush for rural customers is proposed, with wood or plastic handles, priced at Rs. 20-40. Promotions would include rural fairs and performances. Workshops in Maharashtra and Karnataka would educate about oral healthcare and detachable toothbrush benefits.

Uploaded by

Vishal Gaonkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Flow

Introduction - vishal
Q 1 anu [email protected]
Q 2 Shruti
Q 3 Plac and Promotion Shagun
Q 3 products and price snehal Shingte

Q 1 part 1
Demand is segment Specific
Low Price
Medium price to some extent, but functionality also
counts(tongue cleaner and flexible neck)
High ease of use, brand name, functionality, price not a major
factor
Q 1 Part 2
The initiatives should look at more customer involvement
In rural areas the promotional activities should be in sync with rural
culture and customs
The major increase can by in terms of child oral healthcare as a
major chunk of population falls in the age group of 3-16
Q 1 Part 2
Allocate Resources in a more efficient manner
30% Tele
20 % print ads
15% bill boards
20 % direct engagement initiatives(Melas and Nautankis)
15 % on free samples and camps

Q 2 Part 1
Cottle has a majority market share in India as well as considerable
sales figures
Growth has been nearly stagnant at just around for over 4 years
In comparison to the potential that is present in India the figures
look disappointing so to say

Fact Sheet
Market Share 46%
Gross Margin of the various Products
Low
Mid
High
Comparison of Thai sales to India

Cottle Marketing Mix
Adequate Homework
Consumer Behavior
Cultural aspects(which can help spur sales)
Pricing strategies of competitors
Identifying well to do rural areas to push high margin products(eg.
Punjab)
Product

Price

The Product
A reusable toothbrush for the rural market.
Packaged with a primary bristle and two additional bristles.
Easy to use.
Extra bristles sold separately from the primary product.
The head of the toothbrush will include two different lengths of
bristles, each length having its own responsibility. The longer
outer bristles will clean around the gum line, and the shorter
bristles clean between the teeth.
Padding on the handle end of the toothbrush to massage the
gums and on the other side tongue cleaner.


Product
Wood-based
Plastic based
Price
PRICE
Rs.20 for the initial package with additional bristles for Rs. 5
each.
The pricing has been set using the rural mindset in place
The premium wood handle based toothbrush would be sold at
Rs.40 with the additional bristles at Rs.5 ( an environment friendly
product)
USP

Environment friendly, Cost Effective and user friendly
at the same time
Place
Low ranged Rural areas and urban areas (low income groups )
Mid ranged effluent rural areas and urban areas
High end high income households in urban areas and effluent
households in rural areas
Promotions
Milaap (Complete Family Mela )
Nautankiwaale (to be also promoted on youtube)
Rural themed ads

Presence Marketing
Creating a buzz amongst rural masses through Melas
As well as creating buzz through environment based initiatives
Work shops and other
initiatives(Astroturfing)
To be held in various parts(Rural and Urban) of the country to start
with in the states of Maharashtra and Karnataka
Rural areas seminars on the importance of tooth brushes and on
oral healthcare
Urban areas on the need for detachable tooth brushes
Disguising company messaging as an authentic grassroots
movement

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