Top Story


Home >> Marketing >> Article

HLL to tap rural market for toothpaste brands

Font Size   16
HLL to tap rural market for toothpaste brands

Hindustan Lever Limited (HLL) is rejuvenating its oral care portfolio to arrive at a 50:50 sales turnover ratio between its rural and urban sales for its two toothpaste brands, Closeup and Pepsodent. The company plans to put all its additional resources behind its two power brands to divide its sales turnover equally between the urban and the rural markets.

According to company sources, 60 per cent of HLL's oral division's turnover comes from the urban markets while rural sales comprise the rest. The company is now attempting to tilt the balance towards the rural markets to achieve an equal sales turnover ratio between the two.

With Aim out of its portfolio, HLL now intends putting all its might behind Closeup and Pepsodent to penetrate rural markets.

According to market research agency ORG-MARG, HLL has a combined market share of 36 per cent in the oral care category, while Colgate still reigns on top with a 46.6 per cent value share. The company also intends increasing the presence of its two brands in some select markets.

Source: Business Line


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO

The campaign film features PV Sindhu, Saina Nehwal, Kidambi Srikanth and Indian badminton mavericks, HS Prannoy, Ashwini Ponappa, Sai Praneeth, and Ajay Jayaram

We list a few important stories that you may have missed in the week gone by