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Close Up. Team members ABHI JAIn (Roll no 73) POOJA APUGOL (Roll no 107) HARSH KUMAR ( ROLL No 180) RITURAJ ROY (Roll No 201). MANOJ TL. Close Up is a brand launched by Hindustan Unilever. Hindustan Unilever Limited (HUL), based in Mumbai, is an Indian consumer goods company.

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close up

Close Up

Team members

ABHI JAIn (Roll no 73)

POOJA APUGOL (Roll no 107)

HARSH KUMAR ( ROLL No 180)

RITURAJ ROY (Roll No 201)

MANOJ TL

company overview
Close Up is a brand launched by Hindustan Unilever.
  • Hindustan Unilever Limited (HUL),
    • based in Mumbai, is an Indian consumer goods company.
    • 67% stakes held by Dutch company Unilever.
    • It employs above 65,000 people.
    • reaches out to over 2 million retail outlets.
  • HUL is the market leader in Indian consumer products with presence in over 20 categories like soaps, tea, detergents and shampoos among others.
  • It is the largest producer of Ice Cream.
  • Clinic Plus and Lifebuoy are some of their bestselling products.
Company Overview
brand overview
Close Up was first launched in the year 1967. It was the first gel toothpaste in the world. It had a spicy cinnamon flavour then.
  • Close Up has almost a 60% market share in the 900 crore market of the gel segment.
  • Close Up meets the maximum competition from Colgate Max Fresh Gel, sold by rivals Colgate-Palmolive.
  • Close Up contributes to 60% of the total gel market and 11% out of the 28% market share which HUL has in the toothpaste market.
  • Close Up is the only other toothpaste brand in the HUL portfolio apart from Pepsodent. Although Pepsodent has a greater market share, owing to the command in gel sector, Close Up holds a good position. It releases new products every few months to keep up with the gel market.
Brand Overview

Launch

Market Share

Competition

Profit Share to the Company

Status within the Company

MarkSoc,The Marketing Society of FMS, Delhi

market scenario
Oral care in India is worth 5400 crores.
  • Toothpaste has 60% - 3,240 crores.
  • Toothpaste – 55% penetration country wide.
  • Per capita consumption 127 gm/year – which is one of the lowest in the world.
  • HUL and P&G’s Colgate together own more than three-fourths of the market.
MARKET SCENARIO

MarkSoc,The Marketing Society of FMS, Delhi

brand evolution timeline
Brand Evolution Timeline

1967

1984

1990

2006

2011

MarkSoc,The Marketing Society of FMS, Delhi

brand elements
In the late 80's and early 90's, songs such as "Closer You and I" by Gino Padilla and "Just A Smile Away" by Jaime Garchitorena are used as commercial jingles for Close Up.
  • However, the one jingle that made it big was the “KyaAap Close Up kartehain” one which was released around 2005.
  • Over the years, Close Up have stuck to the same logo which portrays the freshness in its classic Eros Red flavour.
Brand Elements

MarkSoc,The Marketing Society of FMS, Delhi

brand elements1
Close Up had a usual plastic packaging for its products till the Lemon Mint flavour came out in 2002 which was rolled out in transparent tubes. In 2005, Close Up Active Gel was launched with a metallic tube and stand up cap. They also flirted with the idea of triangular packages to reduce shelf areas, but it did not stick well.
  • Close Up was the first toothpaste which promised an odourless, fresh breath.
  • Apart from that, they always came out with new and improved flavours which were a runaway hit.
  • Their Lemon Mint flavour was marketed brilliantly with the all-time best jingle “KyaAap Close Up kartehain”.
Brand Elements

MarkSoc,The Marketing Society of FMS, Delhi

positioning
Close Up always positioned itself as a toothpaste which gives odourless freshness and confidence in “up close and personal situations”.
  • It differentiated itself from the other toothpastes who promised anti-cavity action, by proclaiming that it would give them confidence during personal interactions.
Positioning

MarkSoc,The Marketing Society of FMS, Delhi

target market
Close Up markets itself as a toothpaste which imparts freshness and instils confidence in their customers.
  • It promotes itself by saying that it provides “confidence and freshness during personal moments”, and targets mostly the youth of the nation.
  • All of their brand endorsers have been young people like they featured DeepikaPadukone in one of their most brand campaigns.
Target Market

MarkSoc,The Marketing Society of FMS, Delhi

packaging
Close Up has always been knows for its innovative flavours and packaging. It was the first toothpaste to introduce a transparent plastic dispenser, which was followed by its rivals later.
  • To market Close Up active, they had introduced metallic tubes with a stand-up cap. They had tried out triangular packages to reduce shelf area, which was a novel idea.
Packaging

MarkSoc,The Marketing Society of FMS, Delhi

pricing
The toothpaste is available in the market at very affordable prices. The 150 gm packages come at around 75-85 rupees while the 80gm packs come for 35-45 rupees.
  • The classic Eros Red Close Up comes for the cheapest. However, newer flavours like Fire Freeze and Lemon Mint are available at the higher end of the price range.
  • The prices of Close Up are comparable to its closest competitor in the market, Colgate. Although Colgate’s base product is cheaper than Close Up, the higher priced products are similarly priced.
Pricing

MarkSoc,The Marketing Society of FMS, Delhi

distribution channels
Close Up is one of the earliest players in the toothpaste market.
  • It is an HUL product which is available across the country – whether be it in rural areas, hypermarkets or even on online shopping sites. It generally utilises the channel of selling through intermediaries. It is normally sold through retailers/supermarkets, but is now available at online shopping sites.
  • It spends a lot on its promotions and comes out with new flavours every once in a while, and occupies a large shelf space, greatly increasing its visibility.
Distribution Channels

Analyse in terms of

Reach/Coverage

Visibility

MarkSoc,The Marketing Society of FMS, Delhi

communication
Close Up has famous advertisements, like the “Kyaaap Close Up kartehain” and the “NayaNaya” campaign featuring DeepikaPadukone.Communication

What TV ads

What is Done apart from TV ads

What BTL campaigns have been done?

* Ask your Mentor about BTL activities

Linking with HookUp – BTL Activity

ATL Activity

MarkSoc,The Marketing Society of FMS, Delhi

storyboard of one of the more recent advertisements
StoryBoard of one of the more recent advertisements

Sleepy and drowsy, a woman enters her bathroom

Just then an animated tube of Close-up toothpaste jumps before her singing, "Nayaaa, nayaaaa..."

Waking up from her groggy state, she stares with curious wonder at the toothpaste and soon bursts out laughing at it's antics.

This advertisement was targeting students and office goers as to how Close Up helps you when you appear groggy in the morning and sets your pace for the day.

Eager to spell out the benefits of the toothpaste, it thrusts out it's heart, and sings, "Jisme vitamin floridebhartehain."

Having got her attention, the toothpaste carries on with it's song, "KyaaapnayaClose-Up kartehain?"

MarkSoc,The Marketing Society of FMS, Delhi

storyboard of one of the recent advertisements
StoryBoard of one of the recent advertisements

Checking out the strength of the woman's teeth it drums on them and gives yet another reason to try Close-Up, "Dantmazbootbajtehain."

"Jissepeeledantdamaktehain", it  croons, simultaneously rubbing and testing the whiteness of the amused lady's teeth.

Continuing in the same strain it adds, "Ussetaazisansechalaktehain" and gets blown over by it's admirer's fresh breath.

Giving it's stamp of approval it complements her, "Aha, lagtahai,,roznaya Close-Up...

...kartehain." MVO: "Vitamin floride system walanayaClose-Up."

MarkSoc,The Marketing Society of FMS, Delhi

recommendation line brand extension
We would suggest a brand extension to come up with a range of Close Up Mouthwashes.
  • The mouthwash and oral care gum market has been upcoming. In addition to this, Colgate, its major rival, has their range of mouthwash under the name Colgate Plax, which is doing very well. This would try to cut into the profits of Colgate Plax.
  • Also, mouthwash and toothpaste are complementary products and it would not take a lot of effort to market them.
Recommendation- Line / Brand Extension

Suggestion

Reason for Recommendation

MarkSoc,The Marketing Society of FMS, Delhi

recommendation line brand extension1
Product : Close Up mouthwashes, in multiple flavours to ensure their daily usage after using Close Up toothpaste.
  • Price : The product has to be competitively priced against Colgate Plax, maybe a few rupees lower to attract customers.
  • Place : The product will be available at all kirana, retail and hypermarket stores.
  • Promotion : Sample sizes of the range of products can initially be distributed with the toothpastes free of cost. The mouthwashes can come in special flavours for children so as to capture that market, and try to ensure that they go for Close Up toothpastes too.
  • We will be looking at all the segments, laying special attention to the sectors where Close Up is not very popular. This will be an attempt to shift those customers into using Close Up toothpastes. The product will be positioned as a necessary part of your daily routine, which when used with Close Up toothpastes guarantees 24 hour protection.
Recommendation- Line / Brand Extension

Details of Brand ( 4Ps, STP)

Design a Logo & Tagline (Optional)

MarkSoc,The Marketing Society of FMS, Delhi

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