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Assignment - Case synopsis

Brinda Patel, the India country manager for the US-based consumer products company Cottle-Taylor, has proposed a 2010 marketing plan and income statement. The plan takes into account Patel's detailed assessment of India's oral care market, in which large opportunities for growth are moderated by myriad economic and sociocultural factors. Patel's manager, Cottle's Vice President for Greater Asia and Africa, believes that Patel's projections are too modest, and asserts that a greater unit sales increase could be achieved with a higher investment in marketing. Patel reconsiders her original plan accordingly.

Questions

Study the Cottle-Taylor case and answer the following questions using the information given in the case:

a. What factors determine demand for toothbrushes? How can this demand be increased?

b. How is Cottle doing in India? Has Cottle enjoyed a first-mover advantage? Please explain.

c. What strategy should Cottle use to accelerate the development of the toothbrush market in India?

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