Case 1 : Cottle-Taylor: Expanding the Oral Care Group in India Assignment Questions What factors determine demand for

r toothbrushes? Which of these factors are environmental? Do the marketers have control over them? Which factors could be influenced by marketing programs? If Cottle intends to develop primary market (primary demand) for toothbrushes, at which different levels should it influence the target market? (5 points) Theoretically, how many different marketing objectives Cottle can have? Make a comprehensive list of all possible alternatives. (5 points) Has Cottle enjoyed a first mover advantage? How? (5 points)

In your view, who should Patel target with low-end manual brushes Vs. mid-range manual Vs. battery operated? (5 points) Apart from Cottles segmentation, what else could be the bases for segmenting Indian toothbrush market? (5 points) What is your view on Patels current proposal of allocating promotion budget equally in three activities as explained in the case? Should Cottle spend promotional dollars for battery operated brushes? Why or why not? (5 points) Determine the revenue and contribution for each toothbrush product using data from case exhibit 6 (using Cottles 2009 sales and Patels 2010E plan as a start). Then devise your own product mix and calculate product gross margin for your plan. Finally, using the sample percentage income statement from case exhibit, create your income statement for your own allocation. (20 points)