Caselet Code : CLCB004
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB004) click on the link below, and select from the list:

» Consumer Behavior Caselets

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» ICMR Case Collection

 
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Abstract

Hindustan Lever Limited (HLL), the Indian arm of Unilever, the multinational FMCG major, tried to increase its market share in the Indian oral care market through the launch of its toothpaste brand Pepsodent. The caselet speaks about the methods the company adopted to position Pepsodent as a toothpaste aimed at providing the oral health benefit. The caselet examines the campaigns undertaken by the company to promote the brand among its target market.

Issues:

» The role of product differentiation in making a consumer try out a new product
» How competitive advantages get eroded quickly in a marketplace
» The need to align oral care awareness programs with promotional campaigns for developing the market for oral care

 
Key words:

Pepsodent, Colgate-Palmolive (India) Pvt. Ltd., Colgate Dental Cream, Hindustan Lever Limited (HLL), Close-Up, Dishoom-dishoom, Oral care, Unilever, Advertising campaign and Reposition.

Questions for Discussion:

1. Close-Up was one of the earlier toothpastes to be launched in India. It also had a clear positioning - offering the freshness benefit to the consumer. Yet the market share of the brand came down. What are the possible reasons for the decline in the share of Close-Up over the years?

2. What were the advantages that HLL derived by having two brands targeting two different sections of consumers?