Brinda Patel, director of Cottle -Taylor for oral care products for the India division, develops a data-driven marketing plan for toothbrushes. According to her designed plan for year 2010, company can achieve a 20% increase in unit sales based on rising demand for modern oral-care products in India. Her plan support only 2% hike from 2009 plans. Mr. Michael Lang her boss, the VP of Marketing, was facing pressure from senior management to deliver better results. The reason was declining revenue in domestic market (U.S). Company wants to offset the domestic loss from Indian market. Mr. Lang considered her forecast too conservative and suggests spending more money on promotions to boost sales by 30%.He told him to produce revised toothbrush marketing plan that came closer to his goal of 30% sales.

Patel must develop a new plan to meet this higher growth rate by increasing the advertising budget by 12% and revising the distribution of the budget across three targeted advertising messages. These three messages were 1) Persuading consumers to brush for the first time

2)Increasing the incidence of brushing, 3)Persuading consumer to upgrade to mid-range or premium products. But here Mr. Lang tell her to focus more on third message, as it will bring more revenue to company. But Mrs.Patel’s wants to spend more portion of budget on first two messages. Patel was not sure whether third message will work or not, because of the facts like 50% of people were not even concerned with dental problems. There was a disparity between rural and urban people. Rural people were 5times more reluctant in using modern oral care then urban counterpart. So she was confused that which message would resonate most with them.