2. Introduction : Product
Launch
Early1980s 1993
• Colgate- • HLL
Palmolive • Launch of introduced • HLL launched
Pvt. Ltd. Promise by Close-up Pepsodent
Introduced Balsara
CDC Group
1937 Late 1980’s
Real Competition began

3. Introduction : Market
Position
80
70
60
50
40 CPPL
30 HLL
20
10
0
Befor In 1990 In 1997 In 1999 In 2004
1980

4. Introduction : Advertisement
Campaign
 Close-up
 It was launched on a Freshness platform
 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”

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.
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 itself to “freshness” segment only
5. Introduction of large no of variants
6. Pepsodent : Internal competetor

7. Q. Advantages to HLL by having 2 brands ?
Ans.
Close-Up Pepsodent
• Focused on “Oral Care”
• Initiation and focus on
“Freshness”
• Active in spreading
• Active in introducing “Awareness”
“new variants”
• Focused on “Youth” •Focused on “Kids and
Families”

8. HLL
• Covering different attributes of the same
product
• “Attraction” + “Knowledge”
• Target Population – All age groups