Transcript Brand Name - My MarkLab

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
Company
Overview
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.
 Close Up was first launched in the year 1967. It
Brand Overview
Launch
Market Share


Competition
Profit Share to the
Company
Status within the
Company

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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 ColgatePalmolive.
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.
MarkSoc,The Marketing Society of FMS, Delhi
 Oral care in India is worth 5400 crores.
MARKET
SCENARIO
 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.
MarkSoc,The Marketing Society of FMS, Delhi
Brand Evolution Timeline
Close Up came
out with its first
few new
flavours like
the Close Up
Crystal and
Close Up Green
Core
Close Up was
introduced with
its new
cinnamon
flavour
1967
1984
1990
Close Up
introduced its
major gel
toothpaste with
micro
whiteners and
mouthwash
MarkSoc,The Marketing Society of FMS, Delhi
Close Up
released their
Fire Freeze
flavour which
was a unique
and innovative
concept.
2006
Close Up
special edition
launch in
Arabia with
unique flavours
like Chocoloko, Tangerine
Burst and
Lychee
2011
• In the late 80's and early 90's, songs such as
Brand Elements
"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 “Kya Aap Close Up karte hain” 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.
MarkSoc,The Marketing Society of FMS, Delhi
• Close Up had a usual plastic packaging for its
Brand Elements
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 “Kya
Aap Close Up karte hain”.
MarkSoc,The Marketing Society of FMS, Delhi
The most famous variants of Close Up are the
following :
Product Portfolio
 Red Hot
 Eucalyptus Mint
 Menthol Fresh
 Fire Freeze
 Close Up always positioned itself as
Positioning
a toothpaste which gives odourless
freshness and confidence in “up
close and personal situations”.
 It differentiated itself from the other
toothpastes who promised anticavity action, by proclaiming that it
would give them confidence during
personal interactions.
MarkSoc,The Marketing Society of FMS, Delhi
 Close Up markets itself as a toothpaste which
Target Market
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 Deepika Padukone
in one of their most brand campaigns.
MarkSoc,The Marketing Society of FMS, Delhi
 Close Up has always been knows for its
Packaging
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.
MarkSoc,The Marketing Society of FMS, Delhi
 The toothpaste is available in the market at
Pricing
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.
MarkSoc,The Marketing Society of FMS, Delhi
 Close Up is one of the earliest players in
Distribution
Channels
Analyse in terms of
Reach/Coverage
Visibility
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.
MarkSoc,The Marketing Society of FMS, Delhi
 Close Up has famous advertisements, like the
Communication
“Kya aap Close Up karte hain” and the “Naya
Naya” campaign featuring Deepika Padukone.
What TV ads
What is Done apart
from TV ads
What BTL campaigns
have been done?
Linking with HookUp – BTL Activity
* Ask your Mentor
about BTL activities
MarkSoc,The Marketing Society of FMS, Delhi
ATL Activity
StoryBoard of
one of the more
recent
advertisements
Sleepy and drowsy, a
woman enters her
bathroom
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.
MarkSoc,The Marketing Society of FMS, Delhi
Just then an animated
tube of Close-up
toothpaste jumps
before her singing,
"Nayaaa, nayaaaa..."
Having got her attention,
the
toothpaste carries on with
it's
song, "Kya aap naya
Close-Up karte hain?"
Waking up from her
groggy state, she stares
with curious wonder at
the toothpaste and soon
bursts out laughing at it's
antics.
Eager to spell out the benefits
of the toothpaste, it thrusts out
it's heart, and sings,
"Jisme vitamin floridebharte
hain."
StoryBoard of
one of the recent
advertisements
"Jisse peele dant damakte
hain", it croons,
simultaneously rubbing and
testing the whiteness of the
amused lady's teeth.
Continuing in the same
strain it adds, "Usse taazi
sanse chalakte hain" and
gets blown over by it's
admirer's fresh breath.
Giving it's stamp of
approval it
complements her,
"Aha, lagta hai,,roz
naya Close-Up...
MarkSoc,The Marketing Society of FMS, Delhi
Checking out the strength
of the woman's teeth it
drums on them and gives
yet another reason to try
Close-Up, "Dant mazboot
bajte hain."
...karte hain." MVO:
"Vitamin
floride system wala
naya
Close-Up."
RecommendationLine / Brand
Extension
Suggestion
Reason for
Recommendation
 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.
MarkSoc,The Marketing Society of FMS, Delhi
RecommendationLine / Brand
Extension
 Product : Close Up mouthwashes, in multiple
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Details of Brand ( 4Ps,
STP)

Design a Logo &
Tagline (Optional)
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
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.
MarkSoc,The Marketing Society of FMS, Delhi