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PRESENTERS
Abdul Wadood Roma Qadeer Muhammad Tahir Bassam Altaf Usman Ahmad
Background
BACKGROUND
Cottle-Taylor
Start up (1815)
North America, Europe, Latin America, Greater Asia/Africa.
Product Lines
BACKGROUND
HR Practices
Operations
BACKGROUND
Current Scenario
CURRENT SCENARIO
Get offset of sales from emerging markets Brinda Patel(Director Marketing India) projected 20% growth in sales. Michael Lang(VP Marketing for Asia/Africa) had pressure to increase it up to 25-30% from the region
CURRENT SCENARIO
India
Worlds Largest Democracy. Rapid GDP Growth (146 times greater than 1990). 78% Rural and 22% Urban Population. 37% lived below the poverty line. 80% lived on less than $2/ day. 93 million lives in Slums.
CURRENT SCENARIO
50% of Indians were not concerned with dental problems. Rural people are 5x more reluctant to use modern oral care than Urban counterparts 10% growth from 2008-09
Problems
ISSUES
To develop a revised data driven marketing plan Which of the three messages would better resonate with urban and rural areas How to design the effect of product mix for higher revenue Which projection would meet a higher revenue
1.
2. 3.
Persuading consumers to brush for the first time. Increasing the incidence of brushing. Persuading consumers to upgrade to mid range or premium products.
RECOMMENDATIONS
Uneven distribution of messages
Rural:
Solutions
RECOMMENDATIONS
Mid range
Battery operated Revenue
13.0% 0.46%
25% 5%
111.035 22.2
21.3% 0.5%
94.62 2.12
100.9508
121.33
117.59
Solutions
RECOMMENDATIONS
2009
Unit Sales (m) complete sensitooth surround kidsie Total zagget Mid range manual directionflex Total swirl brush Battery operated refills Total Low end manual fresh gum 230.6 29.9 15 9 15 299.5 34.4 8.6 43 1.5 0.2 1.7 344.2 $70.1 m
p/u (after p/u (after Revenue % Unit sales Revenue 20% 20% $(m) increase (m) $(m) increase) increase) 0.18 49.08 16 16 16 16 16 120 120 25 25 267.5 34.7 17.4 10.4 17.4 347.4 75.7 18.9 94.62 1.87 0.25 2.12 444.14 0.18 0.216 0.216 0.228 0.144 0.348 0.63 7.68 0.67 48.15 7.5 3.76 2.91 2.51 64.82 26.34 11.9 38.24 14.36 0.17 14.53 117.59
20 20 20 7 8 25 25 13 0
276.7 35.9 18 9.7 16.2 356.5 43 10.8 53.8 1.7 0.2 1.9 412.2
0.216 7.7544 0.216 3.888 0.228 2.2116 0.144 2.3328 65.9928 0.348 14.964 0.63 6.804 21.768 7.68 13.056 0.67 0.134 13.19 100.951
*Revenue (2009)
2009
70.1 7.01 63.09
oss venue s: Trade counts Revenues s: iable nufacturing lling costs oss Margin
46 44 9 3 14