Brinda Patel, director of oral care products for the India office of a consumer home care product company, develops a data driven marketing plan for toothbrushes. Her boss, the VP of Marketing, indicates spending more cash on promotions to boost sales by 30% and believes her prognosis is overly conservative.
Patel must develop a new plan to satisfy this higher growth rate by increasing the marketing budget and revising the distribution of the funding across three targeted marketing messages. She must additionally consider the regional challenges within India between urban and rural consumers as well as their willingness to adopt a modern approach to dental care. Pupils must build a projected income statement and consider the effects of raising the advertising budget and changing the product mix in favor of higher border toothbrushes.
PUBLICATION DATE: October 11, 2011 PRODUCT #: 4350-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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