Pepsodant
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Transcript

  • 1.
  • 2. Introduction : Product Launch
    Real Competition began
  • 3. Introduction : Market Position
  • 4. Introduction : Promotional Campaign
    Close-up
    It was launched on a Freshness platform
    Tied up with zapak
    Pepsodent
    HLL launched Pepsodent aiming at Oral Health benefits
    Children-focused programs at school : involving dentists
    “Fight germ longer and make teeth stronger”
    National Dental Health awareness program in association with Indian Medical Association(IMA)
    Dishoom-Dishoom : “Dishoom-Dishoom to Pepsodent ka kaamhai”
  • 5. Another Campaign – Brushing teeth with Pepsodent before going to sleep help to fight germs all night (Based on research)
    Feb 2002 – Germ indicator
    Oct 2002 – Dental insurance
    Collaboration with India dental Association
  • 6. Q. What are the reasons for the decline in the share of Close-Up over the year ?
    Ans.
    Oral Care awareness
    In 2000 Colgate introduced Mixed gel which is also Platformed as “freshness and whiteness” which captured 7% market of the same segment
    Consumer behavior changed about toothpaste
    Close-Up restricted its image to “freshness” segment only
    Introduction of large no of variants
    Pepsodent : Internal competitor
  • 7. Q. Advantages to HLL by having 2 brands ?
    Ans.
    Close-Up
    Pepsodent
    • Initiation and focus on “Freshness”
    • 8. Active in introducing “new variants”
    • 9. Focused on “Youth”
    • 10. Focused on “Oral Care”
    • 11. Active in spreading “Awareness”
    • 12. Focused on “Kids and Families”
  • HLL
    • Covering different attributes of the same product
    • 13. “Attraction” + “Knowledge”
    • 14. Target Population – All age groups
    HLL is the starter in Freshness Segment