Case Code : CLMC-027
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Indian toothpaste market, Oral Care, ACNielsen Retail Audit 2003, ORG Marg, Close-Up, Mother Brand, Positioning, Internet Portals, Radio Medium, Brand Placement, Mindshare Fulcrum and AXN.
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet throws light on the innovative media strategy adopted by HLL for the re-launch of its toothpaste brand Close-Up. The caselet describes the media mix used for the new marketing communication campaign by HLL. The caselet also provides an overview of the earlier communications initiatives undertaken by HLL for Close-up. The Indian toothpaste market and its characteristics are also touched upon in this caselet.
Increased competition from Colgate and low-end players like Anchor and Ajanta was another reason for the brand’s poor showing. Besides, the oral care category itself declined, with toothpastes witnessing a 12.5 percent drop and toothpowders, an 8 percent fall (ACNielsen Retail Audit 2003).
HLL made several attempts to give a boost to the sagging sales of Close-Up. In the early 2000s, the company launched many variants including Ultra Whitening, Oxy Fresh, and Eucalyptus Blue along with the mother brand -- Tingly Red. In January 2004, the Tingly Red toothpaste was promoted through an ad campaign with the jingle “Kya aap Close Up karte hain?”. However, this move did not yield the desired results. In June 2004, HLL decided to restructure Close-Up’s brand portfolio by dropping the variants and restricting it to the mother brand -- Tingly Red -- and a single variant Lemon Mint.