Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Media strategy of Indian FMCG companies
• Importance of the Internet as a communication medium in the media mix of a company
• and Indian tooth paste market.

Keywords

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