Cottle Taylor Case Analysis

Oral health has a direct impact on the general health, hence, it is important that all Canadians have adequate access to dental care services. Over the years successive Governments have reduced financial support to programs delivering dental care to most vulnerable populations. As a result, many low income families and other vulnerable groups have been unable to access dental care. There is further escalation in the disparities in oral health care among Canadians, as the number of Canadians losing dental care benefits continues to increase. Also, higher oral health care costs can be expected in the near future due to shortage of health care professionals.

These practices seem redundant and superstitious when seen from an outside culture, but not so much within the culture, since our social norm defines beautiful white teeth an extremely attractive and desirable asset. Moreover, the fear of cavity that is learnt from an early age also motivates Americans to devote to this scrupulous daily “ritual”. By examining these aspects, it becomes clear that an outside culture cannot understand why Americans go to great length of pain and financial loss to obtain nicer teeth.

This proves that the lack of dental insurance within these low-income households plays a key role in whether or not these children will receive dental care. When these children do not visit the dentist, they increase their chances of developing dental caries significantly. The British Dental Journal disclosed that, “Sugars consumption varies by social class. National food surveys reveal a higher consumption of sugar and sugar-containing foods and drinks amongst low income groups”(Watt 8). Healthy food is expensive; therefore lower class families resort to unhealthy food because it is significantly cheaper. This extensive consumption of sugar-ridden foods is extremely detrimental to the enamel. The British Dental Journal also declared that “oral inequalities will only be reduced through the implementation of effective and appropriate oral health promotion policy”(Watt 6). The dental program will make the inequalities in dental care known and work to reduce those inequalities. Dental health is often times overseen because it is typically expensive and people are unaware of how the condition of their teeth affects the condition of the rest of their body. The all-inclusive dental health program will give people the treatment they need, regardless of their socioeconomic status.

Colgate-Palmolive Company (CP) launched a new toothbrush, Colgate Precision, to the market. But having developed for three years, CP was fiercely competing with other companies in the market. In order to have the power to fight in the highly competitive market with substantial product activity, Colgate-Palmolive Co. was in a problem of considering the how to position its new product--Precision, and to define the market strategy in terms of positioning, branding, and communication strategy. It provided some options with details to the reader, hence, for such purpose, this case would be a decision case, finding the optimum to segment the new product to the target and how it should be marketed.

“Makes tooth brushing an enthusiastic habit” is a popular quote used by Sanitol Chemical company during the 1900s. From the moment, we first learn to brush our teeth, we are taught that we should always keep them clean and white. Sanitol tooth powder made this possible during the early 19th century. Having pearly white teeth is seen as an attractive quality to have. Therefore, Sanitol made various ads to display the beauty of having white teeth in their ads. Although both advertisements are from 1911 and, one ad targets the female audience by presenting sanitol tooth powder as being a beauty product and the other ad targets parent by presenting sanitol tooth powder

1. In the last five years the growth in sales for the company has been around 10% per annum, except for the 1997, the growth was 18.78%. In the case, nothing is mentioned that company has made any drastic changes in its strategy to grow faster. In such a scenario, projected a consistent growth of 20% per annum for the next 5 years is too optimistic.

The economy plays an important factor of what people want to spend their money on. Dental/ oral health care is important to most people in today’s today world. Since the dental/ oral health industry is very big there are many trends that are arising such as the cost of dental care increase or decreasing, market of the industry and lastly global dental industry.

The end of the second year, we left 16% of the products, the market response is good, so we only slightly increased the economy toothpaste prices, reduce the allowance of white, healthy toothpaste. Given the improved performance, the other company has a large number of sales people, we added two sales people to Traditional channel, ten to the hypermarket channel, five to the wholesale channel, trying

The buyers in this sector are individual households. People use toothpaste for their own personal use. “The customer power is magnified when the market has many sellers and fewer customers. The switching cost from one seller to another is another

Although many Americans have good oral hygiene due to fluoride and making everyday good decisions, others do not have any access at all to oral health care. Over the years, dentists have been trying to demonstrate the importance of oral care. (“Access to Dental Care”) From commercials to campaigns, dentists will continue to demonstrate to their patients as well as to the people who don't have insurance the importance of oral health care. They will teach them preventative care and some techniques on how to prevent from getting any diseases.

Could you identify any product systems in this product mix? Is the toothpaste considered a shopping, specialty or convenience product? At what conditions, could this product considered a business product? With respect to Scope, do you consider it a "star" or "cash cow"? Why? With respect to the product life cycle of scope, what is the current status of the product? What is your marketing advice at this particular product life cycle stage?

In 1988 and 1989 , its market shares were 33% of whole mouth-wash market while it slightly came down to 32.3% in 1990. It is good that the company didn't let its market shares decline despite introduction of new products. But it is also noticeable that the company did not make any progress in its market shares.

Planning system weaknesses: To begin with, fundamental assumptions, such as new plants, inventory carryovers, packaging trends, etc., which are used for initial sales forecast, are entirely made by corporate headquarters. However, the divisional managers assume full responsibility for the estimates they submitted to the corporate head office. As a result, they have to make efforts to increase the overall accuracy of forecast and avoid making changes in subsequent reviews of the budget. Moreover, each product line uses the same forecasting method. It is ineffective for the company to make accurate budget since factors affecting each product line are different, such as industry trends, customer preferences and so on. Lastly, instead of plant managers, the district sale managers raise the sales budgets. However, the plant managers are held accountable for this budgeted profit number, which is connected with their performance and is not controlled by them.

Context: In 2009, India was the world’s largest democracy; with a population of 1.16billion growing at 1.4% per annum, the country suffered from a huge disparity in income with the majority of Indian population (78%) living in rural areas, and as many as 80% living under $2 per day. The 78% who lived in rural areas accounted for c. 64% of total expenditures in India. Around 50% of the Indian population did not have sufficient awareness of dental healthcare, and did not associate dental problems with improper care but rather to eating habits or genetics; most of these Indians were using natural remedies as chewing twigs from the Neem tree. Among the remaining population who used modern dental healthcare or a toothbrush, 77% brushed their teeth less than twice a day (recommended usage), and out of the 747.1million brushes sold every year, only 8.6% replaced their brush every 3 months. Cottle-Taylor (CT) enjoyed a large market share in India and focused on toothbrushes. Given the peculiarities of the market, CT decided to focus on toothbrushes where it enjoys larger gross margins by virtue of its existing manufacturing infrastructure that has been built over the years.

The report is about the market segmentation, targeting and positioning of the tooth paste industry in the local market of Mauritius. For a total population size of approximately 1, 2 million, toothpaste represents 80% of the market. This market is being shares which Colgate Palmolive which represents Colgate has 45% of the market share and the rest is being played among Aquafresh 20% and Blendax occupies 14% of the market share. 21 % of the toothpaste market shares are occupied by Signal, Close up, Casino and other make of toothpaste. Nowadays to be able to survive in this fierce competition world, firms need to satisfy the needs of its potential customers, hence keeping the existing and gaining new ones. For this to be