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
Introduction : Market Position8070605040 CPPL30 HLL20100 Befor In 1990 In 1997 In 1999 In 2004 1980
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”
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
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
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”
HLL• Covering different attributes of the same product • “Attraction” + “Knowledge” • Target Population – All age groups
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