HLL launched Pepsodent in India aiming to promote oral health benefits. It conducted various promotional campaigns focused on children and families, promoting messages like "Fight germs longer and make teeth stronger." These campaigns increased dental health awareness in partnership with organizations like IMA. For Close-Up, its focus on only the freshness segment and the introduction of variants by competitors like Colgate's mixed gel captured market share from Close-Up over the years. Having both Close-Up and Pepsodent allowed HLL to target different consumer attributes and age groups in the oral care category.

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

8. Active in introducing “new variants”

9. Focused on “Youth”

10. Focused on “Oral Care”

11. Active in spreading “Awareness”

13. “Attraction” + “Knowledge”

14. Target Population – All age groupsHLL is the starter in Freshness Segment