Hindustan Lever Ltd (HLL) has tied up with New India Assurance to offer free dental insurance of Rs 1,000 on purchase of any Pepsodent pack. The company is also making them available through print advertisements starting November 2002.
The insurance cover under the scheme would be provided for one year, which comes into effect after six months from the date of issue of the Pepsodent dental insurance certificate. Under this initiative, Pepsodent offers its consumers an insurance cover against expenses for the extraction of permanent teeth due to severe ‘caries and periodontitis’, two most common dental ailments, and cost of medication. As part of its marketing strategy, the company will also create a strong urge amongst Indian households to give priority to oral health in general.
The company is also foraying into the toothpowder segment. Under its popular dental care brand—Pepsodent—the company has rolled out its toothpowder brand.
As per the data provided by ORG, HLL oral care has a market share of 34.9 per cent in the toothpaste market with its range of toothpastes under the Close Up and Pepsodent brand names. The major competitor for the company is Colgate Palmolive (India) Ltd followed by several small players and private labels.
Our typical marketing budget is usually 10 per cent of the topline spend