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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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

Keywords

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