Introduction : Product Launch<br />Real Competition began<br />
Introduction : Market Position<br />
Introduction : Promotional Campaign<br />Close-up <br />It was launched on a Freshness platform<br />Tied up with zapak<br...
Another Campaign – Brushing teeth with Pepsodent before going to sleep help to fight germs all night (Based on research)<b...
Q. What are the reasons for the decline in the share of Close-Up over the year ?<br />Ans. <br />Oral Care awareness<br />...
Q. Advantages to HLL by having 2 brands ?<br />Ans. <br />Close-Up<br />Pepsodent<br /><ul><li> Initiation and focus on “F...
Active in introducing “new variants”
 Focused on “Youth”
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Pepsodant

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Pepsodant

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

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