(1) Appearance of Toothpastes detracts prospects from its serious buyers.(2) Commercials displayed too much of proximity between couples which was toomuch for a mother, who actually purchased the Toiletries.1998 Lever reworked 3 Ps in its Marketing mix in Tamil Nadu where people have a strong sense of Oral Hygiene and the area has a cost effective mediaReach. The three reworked Ps are as follows:
(1) Product :
· Blue mint flavour introduced.· Tangerines of Read reduced. (For serious buyers.)· Soft Squeeze lamitubes for toothpastes introduced for the first time in thecountry.
· Took Brand to Sub Urban and Rural areas.· Posters and Mobile Vans arrived in areas where urban lifestyle was amatter of aspiration. This was a purposeful move as the company did not want theBrand to be saddled with a restrictive.In 1991, Close Up launched Zing Green and simultaneously Lever sponsored“Close up Sangeet Muquabala” targeted at the rural youth. In 1991 Close Up’smarket share increased to 16% of Rs 377 crores per year market. 1991 witnessed afew problems for Close Up Blue, which was faltering on repeat purchases ascustomers did not perceive much freshness value in it. In 1992, HLL launched