Hindustan Lever is set to unleash a blitzkrieg of promos for its oral care products. Marginal slips in market shares of toothpaste prompted the company to do all this.
The FMCG major is also to look at re-launches and marketing tie-ups for its strategy for top-line growth.
HLL, which commands a 36.3 per cent market share has grown fast, especially from only a 7 per cent share in 1987. The company will be looking at increasing marketing events and reworking of its existing portfolio to stay ahead in the market place.
The total market for toothpaste’s in India is about Rs 1,200 crore. Close-Up is HLL's flagship brand. And to give the brand a further boost, HLL has frequently promoted the brand using endorsements from youth icons. The new Close-Up campaign also seeks to connect with today’s youth. The advertisement thought of ‘Guarantee Hamari, Kismet Tumhari’ revolves around the ability of the brand to get you close.