Introduction : Product Launch

• Colgate-Palmolive Pvt. Ltd. Introduced CDC

1937

• Launch of Promise by Balsara Group

Early1980s • HLL

introduced Close-up

Late 1980’s

• HLL launched Pepsodent

1993

Real Competition began

Introduction : Market Position

Befor 1980

In 1990 In 1997 In 1999 In 20040

10

20

30

40

50

60

70

80

CPPLHLL

Introduction : Advertisement CampaignClose-up

It was launched on a Freshness platform

Pepsodent HLL launched Pepsodent aiming at Oral Health

benefitsChildren-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 indicatorOct 2002 – Dental insuranceCollaboration with India dental Association

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 segment

3. Consumer behavior changed about toothpaste4. Close-Up restricted itself to “freshness”

segment only5. Introduction of large no of variants6. Pepsodent : Internal competetor

Q. What are the reasons for the decline in the share of Close-Up over the year ?

Q. Advantages to HLL by having 2 brands ?

• Initiation and focus on “Freshness”

• Active in introducing “new variants”

• Focused on “Youth”

• Focused on “Oral Care”

• Active in spreading “Awareness”

•Focused on “Kids and Families”

Ans. Close-Up Pepsodent

• Covering different attributes of the same product

• “Attraction” + “Knowledge”

• Target Population – All age groups

HLL