Cottle

Cottle From the case presented, it is apparent that there are numerous factors influencing demand for toothbrushes in India. Demand is a function of various factors including social, economic, and environmental factors.Advertising We will write a custom assessment sample on Cottle-Taylor: Expanding the oral care group in India specifically for you for only $16.05 $11/page Learn More Oral hygiene awareness is among the factors influencing the demand for toothbrushes in India. The demand for toothbrushes depends highly on the extent of awareness and understanding that consumers have pertaining to the importance of oral hygiene. From the case, it is evident that approximately half of all Indians are not concerned with preventing and curing dental problems (Quelch, Zalosh, 2012). Accordingly, this lowers the demand for toothbrushes within the country. However, the demand can be enhanced by educating and enlightening the populace on the importance of good oral hygiene. Similarly, awareness can be increased through effectual advertisements and promotions of toothbrushes. Affordability is a chief factor influencing demand Affordability is based on the economic conditions prevailing within the markets. It focuses on the quantity of disposable income as well as the earnings of the consumers, which determine whether they can afford to purchase a toothbrush or not. From the case study, a majority of the consumers in the developing countries does not perceive a need for sophisticated products that are quite costly. For instance, in her research, Patel found that merely a small number of the wealth consumers could afford the battery-operated toothbrush. In this context, it is manifest that high cost is likely to decrease the demand for toothbrushes. Hence, it is recommendable that companies manufacture toothbrushes that are cost-friendly if they have to increase demand (Quelch Zalosh, 2012). People’s attitudes and habits are likely to influence d emand for toothbrushes in India. Indians are popularly known for chewing Neem tree twigs. This is remedy used by most people in India to keep their teeth healthy. From this perspective, it occurs that these Indian traditions hinder them from purchasing toothbrushes. However, demand can be increased by educating and empowering the populace on the benefits of using contemporary toothbrushes. For instance, the countrywide campaigns conducted by the Indian Dental Association in collaboration with Cottle raised awareness of dental health benefits along with the influence of Western habits, propelling oral care growth in India (Boone Kurtz, 2009).Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Dental professionalism is likely to influence the demand for toothbrushes in India. Consumers have a high likelihood of being influenced by people they deem knowledgeable and credible. Howe ver, with low dental professionalism in India, residents hardly acquire the necessary information pertaining to the use of toothbrushes. Hence, the demand for toothbrushes remains low within the country. Nevertheless, demand can be increased by curtailing the scarcity of dental professionals within the country. An increase in the number of dentists is likely to reflect in an increase in dental visits and increased awareness on the use of toothbrushes (Quelch Zalosh, 2012). The frequency of brushing teeth and replacing toothbrushes will automatically influence the demand for toothbrushes. The more a consumer brushes his teeth, the more quickly the toothbrush is likely to wear away. Consequently, this calls for replacement with a new toothbrush. However, in India, only a negligible population of toothbrush users replaces their toothbrushes within three months, thus decreasing the demand for toothbrushes. In this context, it is vital to encourage consumers to brush their teeth twice a day and replace their toothbrushes after three months as recommended by dental practitioners (Johnson, Carr, Canavan, 2012). Cottle-Taylor’s performance in the Indian market A company’s marketing mix strategy remains chief to its success (Boone, Kurtz, 2009). Cottle employed an effective marketing mix to ensure that its product attributes, communication strategy, pricing strategy, and distribution strategy are in alignment with the company’s strategic goal. Cottle is enjoying an advantage within the toothbrush market because it has a competitive advantage in the manufacture of advanced technology toothbrushes. To reach its market segments, Cottle devised three product attributes namely low-end manual, mid-range manual, and battery-operated, which came in a variety of styles and colors. Moreover, Cottle established an effective distribution strategy that enabled the company to penetrate the highly disperse retail location within India.Advertising We wi ll write a custom assessment sample on Cottle-Taylor: Expanding the oral care group in India specifically for you for only $16.05 $11/page Learn More The three categories of distributor included high-volume retail outlets, medium-sized distributors, and seed distributors. These distributors focused on urban locations, semi-urban regions, and small villages respectively. Hence, the distribution tactic would enable reaching consumers within all sectors of the country (Quelch Zalosh, 2012). To attain a competitive edge, Cottle did place its toothbrushes within retail outlets nationwide. To do this, the company employed multiple distribution strategies as well as relies on a broad network of partner distributors. Equally, the company made efforts to perfect its retail distribution operation, attaining a competitive advantage. Besides, with the aim of reaching the urban and high-income populace, Cottle supplied and displayed its products in India’s largest super markets (Boone Kurtz, 2009). Competition remained a major challenge for Cottle. The two prime competitors in India were Hinda-Daltan, with approximately 21 percent market share, and SarIndia that held 11 percent market share. The rest 21 percent of the market share comprised of low-priced and low-quality oral products emerging from Vietnam and China. Given that most of the consumers are from low-income backgrounds, the low-priced oral products proved a challenge to Cottle (Boone Kurtz, 2009). To accelerate the development of the toothbrush market in India, Cottle should target the mid-range manual and low-end manual toothbrushes as opposed to targeting the battery-operated toothbrushes. This is because the sale of battery-operated toothbrushes is low owing to its high price. Considering the potential markets of the company, which are semi-urban and massive rural markets. Moreover, low-end manual and mid-range manual among others due to the low costs. Equally, Cottle should place g reater focus on semi-urban population where the majority of the persons do not use the toothbrush at all (Johnson, Carr, Canavan, 2012).Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Analyzing the cultural context of India will assist Cottle-Taylor in addressing the demand of its products. Culture plays an important role in the sale of products. Organizations or companies must consider the cultures of consumers and target group to meet the demand and expectations. This leads in the increased satisfaction of customer needs. India is a country deeply ingrained in its cultures. For instance, people in India use Neem twigs, tobacco, ash, charcoal, and black salt for brushing their teeth. The company should focus on areas that uphold these cultures to enhance their performance on sales. This is attainable via creating awareness on the benefits of oral hygiene, and in this context enlightening the people on the benefits of oral hygiene allied to Cottle’s products. The rural-urban consumers’ challenges should be considered to address the oral hygiene issue appropriately. These approaches will increase the growth rate in the oral sector, thus accelerating the development of the toothbrush market within India (Quelch Zalosh, 2012). A suitable tactic to accelerate the development of the toothbrush market in India is creating awareness and understanding of Cottle’s products benefits. Lang had felt that this approach contributed to consumer inertia in Thailand. Indeed, it is evident that people within India are not aware of the benefits of oral hygiene. Hence, they are not concerned with preventing or curing dental problems. Not only do they not seek proper dental health care, but they also do not brush their teeth frequently or change their toothbrushes after three months. Thus, increased awareness is likely to modify people’s habits and behaviors, making them adopt the habit of using toothbrushes (Boone Kurtz, 2009). The company has a strategy of increasing its sales. In order to achieve the goal within the stated deadline, the company must develop effective plans that may enhance effective advertising budgeting. The co mpany has divided its marketing or advertising in three units referred to as messages. Solving the problem in advertising, it appears appropriate to abide by what Patel suggests, that is, allocate more advertising dollars to messages one and two (Quelch Zalosh, 2012). Projected income statements for toothbrushes Advertisements: Print ad-50% Radio-5% Billboards-15% Television ad-50% Patel projected 20% increase in sales Lang projected 25-30% increase in sales Income statement 2009 Patel 2010 Lang 2010 Gross revenue 100 70.1 100.95 117.59 Less trade discount 10 7.01 10.095 11.759 Net revenue 90 63.09 90.85572 105.83 Manufacturing costs, selling costs 46 32.25 46.43 54.091 Gross margin 44 30.85 44.418 51.74 Ad 9 6.3 9.09 14.11 Consumer promotion 3 2.1 3.0285 3.528 Selling, administration costs 14 9.81 14.133 16.463 Profit from operations 18 12.62 18.1714 17.639 References Boone, L. E., Kurtz, D. L. (2009). Contemporary business 2010 update. New York: John Wi ley Sons. Johnson, C., Carr, R., Canavan, T. H. (2012). Factors affecting U.S trade and shipments of information technology products computer equipment, telecommunications equipment, and semi-conductors. Washington, DC: DIANE Publishing. Quelch, J. A., Zalosh, A. (2012). Cottle-Taylor: Expanding the oral care group in India. Harvard: Harvard Business Publishing.

Civil Rights Definition

Civil Rights Definition Civil rights are the rights of individuals to be protected against unfair treatment based on certain personal characteristics like race, gender, age, or disability. Governments enact civil rights laws to protect people from discrimination in social functions such as education, employment, housing, and access to public accommodations. Civil Rights Key Takeaways Civil rights protect people from unequal treatment based on their individual characteristics like race and gender.Governments create civil rights laws to ensure fair treatment of groups that have traditionally been the target of discrimination.Civil rights differ from civil liberties, which are specific freedoms of all citizens as listed and ensured in a binding document, such as the U.S. Bill of Rights, and interpreted by the courts. Civil Rights Definition Civil rights are a set of rightss of civil rights include the rights of people to work, study, eat, and live where they choose. To turn a customer away from a restaurant solely because of his or her race, for example, is a civil rights violation under United States laws.  Ã‚   Civil rights laws are often enacted in order to guarantee fair and equal treatment for groups of people who have historically faced discrimination. In the United States, for example, several civil rights laws focus on â€Å"protected classes† of people who share characteristics such as race, gender, age, disability, or sexual orientation. While now taken for granted in most other western democracies, consideration for civil rights has been deteriorating, according to international monitoring agencies. Since the September 11, 2001, terrorist attacks, the global war on terror has driven many governments to sacrifice civil rights in the name of security. Civil Rights vs. Civil Liberties Civil rights are often confused with civil liberties, which are the freedoms guaranteed to the citizens or residents of a country by an overriding legal covenant, like the U.S. Bill of Rights, and interpreted by the courts and lawmakers. The First Amendment’s right to free speech is an example of a civil liberty. Both civil rights and civil liberties differ subtly from human rights, those freedoms belonging to all people regardless of where they live, such as freedom from slavery, torture, and religious persecution. International Perspective and Civil Rights Movements Virtually all nations deny some civil rights to some minority groups either by law or by custom. In the United States, for example, women continue to face discrimination in jobs traditionally held exclusively by men. While the Universal Declaration of Human Rights, adopted by the United Nations in 1948, embodies civil rights, the provisions are not legally binding. Thus, there is no worldwide standard. Instead, individual nations tend to respond differently to pressure for enacting civil rights laws. Historically, when a significant portion of a nation’s people feel they are treated unfairly, civil rights movements emerge. While most often associated with the American Civil Rights Movement, similar notable efforts have occurred elsewhere. South Africa The South African system of government-sanctioned racial segregation known as apartheid came to an end after a high-profile civil rights movement that began in the 1940s. When the white South African government responded by jailing Nelson Mandela and most of its other leaders, the anti-apartheid movement lost strength until the 1980s. Under pressure from the United States and other Western nations, the South African government released Nelson Mandela from prison and lifted its ban on the African National Congress, the major black political party, in 1990. In 1994, Mandela was elected the first black president of South Africa. India The struggle of the Dalits in India has similarities to both the American Civil Rights Movement and the South African anti-apartheid movement. Formerly known as the â€Å"Untouchables,† the Dalits belong to the lowest social group in India’s Hindu caste system. Though they make up one-sixth of India’s population, the Dalits were forced to live as second-class citizens for centuries, facing discrimination in access to jobs, education, and allowed marriage partners. After years of civil disobedience and political activism, the Dalits won victories, highlighted by the election of K. R. Narayanan to the presidency in 1997. Serving as president until 2002, Narayanan stressed the nation’s obligations towards the Dalits and other minorities and called attention to the other many social ills of caste discrimination. Northern Ireland After the division of Ireland in 1920, Northern Ireland witnessed violence between the ruling British Protestant majority and members of the native Irish Catholic minority. Demanding an end to discrimination in housing and employment opportunities, Catholic activists launched marches and protests modeled after the American Civil Rights Movement. In 1971, the internment without trial of over 300 Catholic activists by the British government sparked an escalated, often-violent civil disobedience campaign headed by the Irish Republican Army (IRA). The turning point in the struggle came on Bloody Sunday, January 30, 1972, when 14 unarmed Catholic civil rights marchers were shot dead by the British army. The massacre galvanized the British people. Since Bloody Sunday, the British Parliament has instituted reforms protecting the civil rights of Northern Irish Catholics. Sources and Further Reference Hamlin, Rebecca. Civil Rights. Encyclopedia Britannica.. U.Civil Rights Act of 1964S. EEOC.Shah, Anup. Human Rights in Various Regions. Global Issues (October 1, 2010).Dooley, Brian. Black and Green: The Fight for Civil Rights in Northern Ireland and Black America. (Excerpts) Yale University.Bloody Sunday: What happened on Sunday 30 January 1972? BBC News (March 14, 2019).