Cottler

24-10-2012

Harvard Business Review

URBAN :22 % POPULATION ACCESS TO advert RURAL :78% population little basic facilities less awareness 64% of total Indian expenditure

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24-10-2012

It makes more reason to target the semi-urban market with low end manual(a)(a) and mid(prenominal) range manual. arse metros and big cities with mid range manual and battery operated manual. PRESENT ADVERTSIEMENT 50 % TV, 30% NEWSPAPER, 15 % billboard AND 5 % ON receiving set

INCREASE ADVERTISEMENT THROUGH RADIO Increase billboard advertisement in semi urban areas. Increase promotions in rural areas via Contacting through mobile and e-Choupal. Target broader age group , as decisions in semi urban and rural areas largely depends on head of the family.

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24-10-2012

Cheaper Toothbrushes can be provided at discounted cost in semi urban areas as sale of toothpaste is more (48.7%) in comparison to toothbruses (17.5%) Toothbrushes can be bundled with toothpastes.

2008

2009

2010expected lLANG

Unit sales complete Low end manual sensitooth fresh gum surround kidsie Total 197.6 25.7 12.5 7.7 12.8 256.6

Unit sales 230.6 29.9 15 9 15 299.5

Revenue

% increase 16 16 16 16 16

Unit sales 267.5 34.7 17.4 10.4 17.4 347.



4

price per social social unit (after 20% increase) 0.18 0.216 0.216 0.228 0.144

Revenue 48.15 7.50 3.76 2.91 2.51 64.82

Mid range manual

zagget directionflex total

27.2 6.8 34

34.4 8.6 43

120 120

75.7 18.9 94.62

0.348 0.63

26.34 11.90 38.24

outpouring operated

swirl brush refills total

1.3 0.16 1.5

1.5 0.2 1.7

25 25

1.87 0.25 2.12

7.68 0.67

14.36 0.17 14.53

Total toothbrush unit sales

292.1

344.2

70.1

444.14

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