Cottle-Taylor Company Case Analysis

Table of Contents Abstract…………………………………………………………………………………4 Marketing Strategies of Toothpastes…………………………………………………...5 Crest…………………………………………………………………………………….5 History………………………………………………………………………………5 Types………………………………………………………………………………..6 Pricing………………………………………………………………………………6 Target Markets……………………………………………………………………...6 Advertising………………………………………………………………………….7 Colgate………………………………………………………………………………….7 History………………………………………………………………………………7

In 2002, The Timken Company was considering acquiring The Torrington Company from Ingersoll-Rand. The acquisition would make a clear statement to the market about Timken’s commitment to remain a worldwide leader in the bearing industry as it would result in the combination of more than 100 years of bearing manufacturing and development experience.

Mr. Shah told the group that when a customer enters the store and asks for a toothpaste, he first asks him/her about the brand and if the customer says that any would work, then Mr. Shah offers them Colgate. This is a very strong point for Colgate. Another insight provided by Mr. Shah was that if Dabur is sold to a customer in Shillong then majority of the time it is some senior citizen buying the product. In the store’s history not once has a child come for purchasing any of Dabur toothpastes. If at all a customer comes asking for a toothpaste that could ease his/her tooth ache then it is the responsibility of Mr. Shah to offer any of Dabur’s toothpastes, be it Meswak, Babool or

In this marketing report, I will analyse our product which call Euthymol toothpaste. Firstly, I am going to describe the background of Johnson and Johnson, Euthymol toothpaste is distributed by this company. After that, I will talk about how we did the survey about this product. Then I am going to focus on the product and analyse it by using secondary research and survey results, it includes product, price, place and promotion. Finally, I will give some suggestions to this product.

This report analyzes the organisation White Glo’s and their marketing of their new whitening toothpaste Charcoal. White Glo was established in Australia in 1993 and is today one of the leading whitening toothpaste company in Australia and a global leader within teeth whitening products. It can be purchase in bigger supermarkets and pharmacy’s in Australia such as Coles, Woolworths, Priceline Pharmacy and chemist warehouse. It is also available globally in other countries and through the company’s website. The product has strengths such as clinical benefits that not all competitor has and weakness such as the color of the toothpaste. It also has opportunity, like being different from other competing product. There are some threats such as the

The Ads for the Sonicare toothbrush use three main appeals. They seem repeated all over the ads which are the appeals of aesthetic sensations, appeals of the need for prominence, and appeals to the need to achieve. Sonicare target the middle and higher class and the middle age. The Sonicare electronic toothbrush is used to clean teeth and gums, it does a better job than the manual brushes. It has a timer to ensure cleaning well in each quarter of the mouth.Through the frequent use of appeals to the need to achieve and appeals for prominence, and using a character with straight, bright teeth to demonstrate the benefit of using Sonicare tooth brush, Sonicare seems to target middle age and middle, upper class and people looking for whiter and healthier teeth.

Tennant Company was founded in 1870 by George H. Tennant and initially produced wood products and flooring solutions. Tennant now produces floor-cleaning equipment and technologies, and prides itself on “creating a cleaner, safer, healthier world.” Tennant differentiates themselves from competitors by offering cleaner, safer and healthier products to their customers as well as through direct customer interaction. The Company drew popularity in the 1940s as a cleaning company that offered its services to the defense forces of nations especially those involved in war.

My thoughts on this case are that the supplier is trying to bribe Jim so that they will sell 20% of his supplies from Avery, so, Jim will get a free vacation for him and his family and that this scenario is unethical. I also think that even thought not giving an employee is illegal, it is still not right, especially when Jim is the top performing purchasing agent for Hooks Incorporated. Also, with Avery Company bribing Jim with a free vacation not only is unethical, but in most companies is against company policy. Another thing is that now Avery Company is getting into Jim’s personal life, which should be separate from work, especially with a supplier. Therefore, my thoughts on this case are that the supplier is trying to bribe Jim so that they will sell 20% of supplies to him from Avery Company and that is unethical.

Tait Communications ltd is a global company with some millions of people around the globe depending on tait products to keep their lights on cites flowing and communities safe. The core business operation of tait is to manufacture radio equipment for emergency services departments. Other wing of tait is to provide communication solutions to its clients. The company clients are spread across the globe but its key clients are from North America, United Kingdom, South Africa, Australia and New Zealand. It has more than 40 years of excellence track record in engineering.

Donner Company started its operations in 1985 and developed specialized capability in manufacturing circuit boards for experimental devices and for pilot production runs. The company uses “Solder mask over Bare Copper” (SMOBC) technology which is a popular technology for denser circuit patterns and more reliable final product. Automated processes as well as manual processes are used to perform medium-duty, short-cycle, repetitive tasks. They promise a delivery within three weeks for orders less than 1000 boards and 5 weeks for larger orders.

According to the American Dental Association, there are at least 34 other options for toothbrush brands on the market (ADA). Our manual toothbrushes are made of high-quality plastic and synthetic nylon bristles. They come in a standard adult size of approximately 7 inches and are available in a wide variety of colors. They feature a contoured handle for easy grip and the bristles come in soft, extra soft, or medium. Using this information we know to be true about our product, and information we learn about the specific market segment we are targeting, we can employ the most appropriate and beneficial marketing mix for our product. Broadly, the marketing mix is the combination of tools used in a marketing program (Gordon). More specifically, the marketing mix is referred to as the “four Ps”: product, price, promotion, and place (Boundless, p. 835).

The Angelo-Persian Oil Company was formed in 1909 by a wealthy Englishman named William Knox D’Arcy. It did not operate under the British Petroleum (BP) name until 1954. In early 1959, BP discovered hydrocarbons under the North Sea and Alaska, and found the West Sole gas field in 1965 which was the first oil exploration success in British waters. In 1969, BP discovered major oil deposits in Prudhoe Bay on the North Slope of Alaska. The refining and marketing of the Prudhoe Bay oil fields was handled by Standard Oil Company of Ohio, which also took over BP’s leases at Prudhoe Bay in exchange for

Honicker Corporation is a USA based, successful dashboard manufacturer. It has opportunities for international expansion, but due to the ultraconservative culture it did not happened until they faced a change in management in 2009. Honicker was a rich company, and to expand, they took the short road and acquired four companies around the world: Alpha, Beta, Gamma, and Delta. There were two commonalities among these companies: they serviced mainly in their own geographical area, and senior management knew their geographical culture and hold good reputation with their stakeholders.

The Tooth Booth Company is a limited company that specialises in producing toothbrush with toothpaste in one, which is named the Wizard Toothbrush. Its benefit for those who are having a less time, travel often. As the company is just establishing, it needs to have its own marketing strategy plan in order to make profit. Therefore, the purpose of this essay is to indicate the company’s target market, the value drivers and lastly the marketing mix, for instance, The Tooth Booth’s product, promotion, price, place and positioning strategy. First, the company has specified the target market.

Unilever is doing this job quite efficiently for its existing products. For ‘WhiteLight -Tooth Whitening System’, at first we will launch it in two big cities- Dhaka City andChittagong City. Depending on the positive response in future gradually we will extendthe market of this product in other divisions.The distribution process of WhiteLight - Tooth Whitening System will be same as thecompany’s other products, which is as following-