Description
PROJECT ON PEPSODENT
Introduction : Product
Launch
• ColgatePalmolive Pvt. Ltd. Introduced CDC
Early1980s
• Launch of Promise by Balsara Group
• HLL introduced Close-up
1993
• HLL launched Pepsodent
1937
Late 1980’s
Real Competition began
Introduction : Market
Position
80 70 60 50 40 30 20 10 0 CPPL HLL
Befor 1980
In 1990
In 1997
In 1999
In 2004
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 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 of Close-Up over the year ?
Ans. 1. Oral Care awareness 2. 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 toothpaste 4. Close-Up restricted its image to “freshness” segment only 5. Introduction of large no of variants 6. Pepsodent : Internal competitor
Q. Advantages to HLL by having 2 brands ?
Ans. Close-Up
• Initiation and focus on “Freshness” • Active in introducing “new variants” • Focused on “Youth” • Active in spreading “Awareness” •Focused on “Kids and Families”
Pepsodent
• Focused on “Oral Care”
HLL
• Covering different attributes of the same product
• “Attraction” + “Knowledge”
• Target Population – All age groups
HLL is the starter in Freshness Segment
doc_240902481.pptx
PROJECT ON PEPSODENT
Introduction : Product
Launch
• ColgatePalmolive Pvt. Ltd. Introduced CDC
Early1980s
• Launch of Promise by Balsara Group
• HLL introduced Close-up
1993
• HLL launched Pepsodent
1937
Late 1980’s
Real Competition began
Introduction : Market
Position
80 70 60 50 40 30 20 10 0 CPPL HLL
Befor 1980
In 1990
In 1997
In 1999
In 2004
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 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 of Close-Up over the year ?
Ans. 1. Oral Care awareness 2. 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 toothpaste 4. Close-Up restricted its image to “freshness” segment only 5. Introduction of large no of variants 6. Pepsodent : Internal competitor
Q. Advantages to HLL by having 2 brands ?
Ans. Close-Up
• Initiation and focus on “Freshness” • Active in introducing “new variants” • Focused on “Youth” • Active in spreading “Awareness” •Focused on “Kids and Families”
Pepsodent
• Focused on “Oral Care”
HLL
• Covering different attributes of the same product
• “Attraction” + “Knowledge”
• Target Population – All age groups
HLL is the starter in Freshness Segment
doc_240902481.pptx