Introduction : Product                        Launch                  Early1980s                             1993• Colgate...
Introduction : Market                       Position8070605040                                                    CPPL30  ...
Introduction : Advertisement          Campaign Close-up  It was launched on a Freshness platform Pepsodent  HLL launch...
 Another Campaign – Brushing teeth with Pepsodent  before going to sleep help to fight germs all night  (Based on researc...
Q. What are the reasons for the decline in the share ofClose-Up over the year ?Ans.1. Oral Care awareness2. In 2000 Colgat...
Q. Advantages to HLL by having 2 brands ? Ans.        Close-Up                     Pepsodent                              ...
HLL• Covering different attributes of the same                  product     • “Attraction” + “Knowledge”  • Target Populat...
Pepsodant ppt
Pepsodant ppt
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Pepsodant ppt

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Pepsodant ppt

  1. 1. Introduction : Product Launch Early1980s 1993• Colgate- • HLL Palmolive • Launch of introduced • HLL launched Pvt. Ltd. Promise by Close-up Pepsodent Introduced Balsara CDC Group 1937 Late 1980’s Real Competition began
  2. 2. Introduction : Market Position8070605040 CPPL30 HLL20100 Befor In 1990 In 1997 In 1999 In 2004 1980
  3. 3. Introduction : Advertisement Campaign Close-up  It was launched on a Freshness platform 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 kaam hai”
  4. 4.  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
  5. 5. Q. What are the reasons for the decline in the share ofClose-Up over the year ?Ans.1. Oral Care awareness2. In 2000 Colgate introduced Mixed gel which is also Platformed as “freshness and whiteness” which captured 7% market of the same segment3. Consumer behavior changed about toothpaste4. Close-Up restricted itself to “freshness” segment only5. Introduction of large no of variants6. Pepsodent : Internal competetor
  6. 6. Q. Advantages to HLL by having 2 brands ? Ans. Close-Up Pepsodent • Focused on “Oral Care” • Initiation and focus on “Freshness” • Active in spreading • Active in introducing “Awareness” “new variants” • Focused on “Youth” •Focused on “Kids and Families”
  7. 7. HLL• Covering different attributes of the same product • “Attraction” + “Knowledge” • Target Population – All age groups
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