Download - Pepsodant ppt
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