Brooke Bond is one of the most promising and profiteering brands under Hindustan Lever

which enjoys the reputation of being the largest Indian tea brand since 1869. India has many
Brooke Bond tea lovers and the rate of tea consumption in the Indian market has always been
high. It has been estimated that nearly 500 million households in India prefer Brooke Bond Tea
Products to any other brand.

As history relates, Brook Bond Company was named after its founder, Arthur Brooke. In
addition to India, Brooke Bond also enjoys good demand in other countries such as Pakistan.
There Brooke Bond Supreme is a major tea brand.

Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond Taaza and Brooke Bond 3
Roses are the most popular products under this brand. Brooke Bond 3 Roses which is the leading
tea brand of South India, launched ‘Brooke Bond 3 Roses Natural Care'. All the products that
have been launched by Brooke Bond have been the result of carefully conducted research and
experiments between the Brooke Bond Tea Excellence Centre which is situated in Kolkata and
the research centre in Bangalore.

This brand is intimately associated with the life of Indians. With the aim of adding color to the
different Indian festivals, Brooke Bond announces exciting offers such as Diwali Offer and
Olimayamaana Vaazhkaimake Festival Offer . Brook Bond remains the best choice of millions
of Indian tea lovers.

The perfect colour, strength and aroma of 3 Roses creates that perfect tea moment where couples
can spend time talking about the everyday issues that matter to them.

Whether it is playful banter, a little mischief or serious conversation, in the final reckoning, it’s
these little moments and conversations that make relationships stronger.

Key facts
 3 Roses is a 30 year old regional brand and is the market leader in Tamil Nadu.
 It is one of the largest FMCG brands in Tamil Nadu across categories.
 It has a strong presence in both in home and out of home segments.
 It has two functionally differentiated variants - 3 Roses Natural Care and 3 Roses Mind
Sharp.
From our range

3 Roses Regular

3 Roses Natural Care

3 Roses Mind Sharp

(2) Company : Hindustan Lever Limited

Brand Name : Close Up

Marketed By : Hindustan Lever limited (HLL)
Product Range : Close Up (Red, Green, Blue)
50 gm Rs
100 gm Rs
150 gm Rs
Pepsodent : 50 GM Rs
100 GM Rs
200 GM Rs
Pepsodent G : 50 gm Rs
150 gm Rs
Segmenting Factor : Age
Targeted At : Young people. The target market being “Multi Brand Households” where young
does not use what their parents. This particular targeting was significant when Close Up was
launched because Colgate positioning was a sort of Flip flop between Tooth decay and Bad
Breath and Colgate was going for a Broad market constituting of all the age groups.

Sought to be perceived by the customers was Fresh Breath. The physical appearance by the
users, the Bright Red Gel synerized well with the Fresh breath Benefit. The advertising account
was handled by LINTAS which focused on Fresh Breath that brought teenagers closer.
By 1980 Close Up had 3% of the 16,000 tonnes toothpaste market. The production capacity was
doubled through a deal with third party manufacturer and the Brand was taken National over the
next year and a half, the Premium slashed by 30%. In 1983 Colgate started fearing after
witnessing a downfall in market share and started airing its campaign by inviting customers into
its Dental ring of confidence, by stressing more on breath and posing as a complete toothpaste.
Close Up countered this move by sharpening product benefits, while urging the customers to do
the HA test by blowing air on the palm, the message was that Close Up feels a lot cooler which
reiterated the basic benefit of a fresh breath.
1987 was a “Probe into Problem” year for HALL as Close Up was much below expectations
with only 4.5% of the 32,000 tonnes toothpaste market. They identified two basic problems:
(1) Appearance of Toothpastes detracts prospects from its serious buyers.
(2) Commercials displayed too much of proximity between couples which was too much 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 media Reach. 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 the country.
(2) Communication
• Advertisement focus moved from spotlight to Gregarious couples. This group orientation was
more acceptable to the Mother.
(3) Distribution
• Took Brand to Sub Urban and Rural areas.
• Posters and Mobile Vans arrived in areas where Urban lifestyle was a matter of aspiration. This
was a purposeful move as the company did not want the Brand to be saddled with a restrictive.
Up market image
In the year 1990, Colgate followed Close Up by launch of it’s Blue Colgate Gel. It was targeted
at the youngsters within its Brand fold who were seeking Freshness. It was priced at par with
Close Up gel. The Colgate ad showed a fluorescent Blue spiral round the users body and it talked
of Fresh Breath Energy. By this time Gel became the Battleground in order to become the leader
because:
* There is rapid expansion in gel segment.
* Youngsters thought white paste to be outdated.
In 1991, Close Up launched Zing Green and simultaneously Lever sponsored “Close Up Sangeet
Muquabala” targeted at the rural youth. In 1991 Close Up’s market share increased to 16% of Rs
377 crores per year market. 1991 witnessed a few problems for Close Up Blue, which was
faltering on repeat purchases as customers did not perceive much freshness value in it. In 1992,
HLL launched “AQUA BLUE” with added attributes like increased Mouthwash contents and a
more Minter flavour, so that customer’s perceived benefit is Freshness which is Lever’s
Positioning stance. In response Colgate introduced “Red Actirinse” and then “Colgate Blue”.
People at HLL thought to counter Colgate’s growth by cashing in on Medicinal appeal and came
out with “Pepsodent” with Germicheck snf “Mentadent G” now renamed as “Pepsodent G” for
Gum problems. Colgate countered this move by launching “Colgate Total” as an advanced paste
to fight.
Tartar, Gingivitis, and other Dental ailments. 1993 was the year when HLL tried to woo the
customers by innovative packaging. Firstly it introduced “Stand Up Pump dispensers” for metros
but it bombed in the market because of High price perception as compared to benefits. Sachets
formula was used by lever to break into Colgate’s fort. The Close Up sachets was priced at Rs. 3
per unit and it offered 20 uses, which means that a family of five could use it four times each.
The year it sponsored zee Close Up Antaksharee. HLL also went in for Close Up Toothbrushes
under the Brand name “Confident” and launched it in Tamil Nadu.
The confident toothbrushes were taken National and most importantly HLL advertisement
account shifted from LINTAS to FTA due to
Global alignment move by Lever’s parent Unilever. The brief given to the new agency was to
“Strengthen the Audience’s perception of Brand’s functional values.”

Closeup, since its launch, has been synonymous with ‘Freshness’ that gives you the confidence
to have close physical proximity with someone.

The brand has always had a youthful communication, one that has always been unique and fun;
using music, song and dance to get its message across.It is aimed at every person who is young at
heart.

Key facts
 First HUL offering in the oral care category
 First gel toothpaste in India – launched in 1980
 Market leader in the gel-segment for almost 3 decades
 Making stars out of models (Present-day stars like John Abraham, Deepika Padukone,
Salman Khan, etc. are some of many who have been models of Closeup in the early days
of their careers)

From our range

Closeup Red

Closeup Lemon Mint

Closeup Menthol

Closeup Milk Calcium