1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to re

1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to recognized 1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to recognized 1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to re

1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to recognized 1. Marketing Portfolio Case StudyJoana CletoJenny SoutoNuno FerreiraRicardo MarquesCottle-Taylor: Expanding the OralCare Group in India

2. Introduction to Cottle-Taylor Company12345Indian MarketConsumer behaviour of Oral Care in IndiaCottles Strategy in IndiaCottles Toothbrush Marketing MixAGENDA6 Marketing Plan 20107 Recommendations & Proposals

3. INTRODUCTION TO COTTLE- TAYLOR1815 - 20091815Hand-soapPhiladelphia2009200 productsand countries3 product lines4 Geographicdivisions; 75Manufacturingfacilities$11.5 billion50% fromemergingmarkets(oral care)HR PRACTICESInternationallocalworkforce,Collaborativeenvironment

4. Cottle India & ManufactureFocused exclusively on ORAL CAREResponsible for develop its own full line oral care products variety of colours and stylesProduct Category: Toothpaste, Toothpowder (a powder-based cleanser typically used without a toothbrush), Toothbrushes? Products were sold in more than 450,00 retail outlets, from small bodegas in one-shoptowns to closet-sized urban sidewalk vendors to supermarkets & specialty retailers.? As the market for modern oral care products developed, Cottle planned to introduceancillary products, including mouthwash and dental floss.COTTLE-TAYLOR IN INDIA

5. 2007 - 50% of ruralIndia did not use atoothbrush to cleanteeth and fewfollow IDAsrecommendations;Neem twigs,tobacco, ash.Indians who lived inrural areas were 5times more likely torefrain modern oralcare products thanurban people.2004 IDAcampaign2005 Majoritynever visited adentist2009 50% Indiansnot concerned withdental problems1 dentistpersonnel forevery 10,000people;CONSUMER BEHAVIOR OF ORAL CAREIN INDIA:Habits and Attitudes

6. Worlds largest democracy;1.16 billion population;Median age 25;28 states and 9 territories;Hindi, primary language andEnglish as second;22 officially recognized languages.GDP was 146 times greater than in 1990.Yet inconstant prosperity. Just 3 of the 37states and territoriesMaharashtra, UttarPradesh, and Andra Pradesh , accountedfor 30% of Indias total GDP.Roughly 37% (429 million individuals) livedbelow the poverty line, $1.25 per day.As much as 80% lived on less than$2 per day.INDIAS CURRENT SCENARIO(2009)

7. Roughly 78% of Indians (905 million) lived in rural towns and villages and 22% (255 million) in urban settings.However, Indians living in slums was projected to re