Top Story


Home >> Marketing >> Article

HLL's strategy for its toothpaste brands

Font Size   16
HLL's strategy for its toothpaste brands

HLL is streamlining its Close-Up portfolio yet again. With the recent re-launch of Close-Up, it intends sticking to one mother brand and a single variant under the Lemon Mint flavour. In the past the company had floated Close-Up as two variants - Tingly Red and Eucalyptus Waves. It has been steadily withdrawing its variants and now its blue coloured Eucalyptus waves variant will be off the shelves leading to the re-launch of its Tingly red flavour as the mother brand with a three in one benefit.

Mr Sanjiv Kakkar, Vice-President, Oral Care, told Business Line, "We have decided to clean out the Close-Up variants and continue only with the Lemon Mint variant. Our experience with Close-Up's variants has been flavour-based. These variants have not been sustainable with disproportionate shares compared to the huge media inputs required to support them. Our experience shows that most of the variants tend to reach a less than 2 per cent share and then they begin to dip."

Last year, Close-Up had discarded its Whitening variant. It had also changed its ad agency from JWT to Ogilvy & Mather to change the fortunes of the languishing brand. While Mr Kakkar claims the advertising has helped in getting some growth for the brand, there are no plans to introduce more variants immediately. Adds Mr Kakkar, "In future even if we decide to launch new variants, they will have a strong consumer reason to exist."

With a new vitamin fluoride system incorporated in the mother brand, Close-Up has also unleashed a new campaign for the brand, harping on strong, whiter teeth and fresh breath.

Meanwhile HLL will continue with its Pepsodent variants. The `family health' brand, Pepsodent will continue to experiment with more variants. Explains Mr Kakkar, "On most family health brands across the world, having variants does work unlike in a sensorial brand such as Close-Up."

More than creating variants HLL's strategy for its toothpaste brands is to introduce lower price points and SKUs to get volumes. For instance, it has recently introduced Close-Up at Rs 10 for 40 gm SKU to drive volumes in a flow wrap packaging.

HLL has also been contemplating getting into the herbal and kid's segment with its brands but is hesitant to do so considering the small size of these segments.

HLL's market share in toothpastes stands at 32.8 per cent with Close-Up at 15.6 per cent and Pepsodent at 17.2 per cent value share as per AC Nielsen ORG-Marg.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign