PRESENTATION ON 4P’S OF CLOSE UP
TOOTHPASTE
BY:-GAURAV KUMAR MISHRA
SATISH TAYAL
MUKESH KUMAR
SOURAV AGARWAL
SAYANTAN DAS
INTRODUCTION
Unlike the typical opaque, mint-flavored toothpaste of the time,
Close Up debuted in 1967 as a clear red gel with a spicy cinnamon
taste and mouthwash right in the toothpaste. A unique brand
identity was developed, with Close-Up positioned as the toothpaste
that gives people confidence in those very "up close and personal"
situations.
Couples with bright smiles in very "close" situations were featured on
the packaging, and commercials depicted youthful adults blowing
kisses at each other.
Close-Up Toothpaste puckers up with some kissable statistics…
More than 2,200 men and women between the ages of 18 and 34
puckered up and participated in a nationwide survey, sponsored by the
fine folks who make Close-Up toothpaste.
Most men didn’t have their first kiss until they were between 16 and
18.
American men will kiss approximately 24 women before getting
married.
The average American woman was 14 years old when she experienced
her first romantic kiss.
Women lock lips with an average of 17.5 men before settling down in
matrimony.
Angelina Jolie and Johnny Depp are the Hollywood hotties Americans
most want to get in a lip lock. Both thespians were named the smooch
of choice for 21 percent of the daydreamers.
KEY FACTS
The idea of a toothpaste that could give them fresh breath, white
teeth and, subsequently, a little extra self-confidence and sex
appeal provided instant appeal to consumers. Over the years, Close-
Up briefly flirted with a few variations, from a green mint-flavored
version to a trendy clear gel.
First toothpaste in US to combine mouthwash and toothpaste in one
formula
First gel toothpaste in the world.
The Fluoride in Close Up called mono fluorophospate, makes the
entire tooth structure more resistant to decay. It also strengthens
teeth, which aids in repairing early decay before the damage can
even be seen.
THE TOOTHPASTE MARKET
Industry size: Rs 25 billion
Toothpaste can be considered as a solution to the need of oral care
Types of toothpastes:
Whites
Gels
Herbals
Players: MNC dominated market (Colgate, HLL)
Market growth: 7-8% CAGR
Per capita consumption: 82 grams
MARKET SHARE OF TOOTHPASTE
THE 4P’S OF CLOSE UP
PRODUCT
The Close-up franchise comprises Close-up Active Gel (red) with
Vitamin Fluoride System, the mother variant, and Close-up Lemon
Mint, a transparent gel in a transparent tube and a window carton.
Close-up Lemon Mint had been launched in 2002.
PRODUCT RANGE
PRODUCT
Quality:
Close-up gel is the toothpaste for a super fresh mouth and shiny white
PRODUCT VARIETY
Close-Up milk calcium: It is a new toothpaste which bring the revolution in the
close up sales. It contains the goodness of milk calcium which is completely new
thing, with white milk calcium nutrient on the inside and a refreshing blue gel on
the outside.
Close-Up active gel: It contains vitamin fluoride and gives three benefits of
stronger teeth, whiter teeth and fresh breath.
Close-Up lemon mint: Its major emphasis is on cleanliness of teeth. This was
adapted to Indian taste and it uses same positioning of fresh breath and white
teeth.
Brand Name: Close Up – The Closer, the Better
Everyone knows that being close is a fundamental human need. Each Close Up
product, gives an individual the social confidence that one needs to get closer to
others.
There are following features provided by Close up:
1)Vitamin Fluoride System: - Gives Stronger teeth.
2)Mouthwash: - Gives fresher breath.
3)Micro Whiteners: - Remove yellow for shiny white teeth.
PACKAGING
The Company has also upgraded the carton and tube packaging of
the product so as to change the look and feel of the brand. The
picture of a young couple which was earlier printed on the carton
has now also been embossed on the laminated tube. This is to
emphasize on the USP of the youth brand as one which delivers fresh
breath that lasts longer.
PRICE
List price: 61 Rs. for 150 gm.
List price: 48 Rs. for Close Up active gel
The product is in the popular segment which is priced higher to only
the economy segment and lowers than the gel and premium
segments in the toothpaste market
PLACE
Channel
The product is sold in retail outlets like Kirana stores, supermarkets,
medical shops etc. It is distributed through the supply chain of company
distributor to wholesaler to retailer to final consumers.
Coverage
HINDUSTAN Lever Ltd (HLL) is rejigging its oral care portfolio to arrive at
a 50:50 sales turnover ratio between its rural and urban sales for its two
toothpaste brands, Close up and Pepsodent.
After removing Aim from its portfolio recently, the FMCG major plans to
put all its additional resources behind its two power brands to divide its
sales turnover equally between the urban and the rural markets.
The product is available in the all-India market, including semi-urban
and rural markets which are their primary focus
PROMOTION
In a move that marks a first for an FMCG major, Hindustan Lever Ltd
has opted for a novel consumer research ( Done by:Ogilvy & Mather
India and Contract Advertising) initiative to select the right candidate
to handle the Rs 60 crore advertising account of its flagship
toothpaste brand Close-up.
Close-up as a brand is targeted at the young at heart. Thus, in an
effort to target a varied and diverse consumer group, the company
has been using a variety of multi-media vehicles. So the account is
no doubt a prestigious one in the industry.”
As part of its promotional activities, HLL was hosting the popular
‘Close-up Antakshari’ programme on Zee TV in 2002.
PROMOTION
SALES PROMOTION
The product is placed at just below eye-level at the stores surveyed.
Place near payment counter is preferred by keeping in mind that it can
promote the sales.
ADVERTISING
Close Up ad jingle “Kya aap Close Up karte hai?” has promoted its sales
on a larger scale.
Internet is probably the only medium with the fastest turnaround time
in terms of break through innovations. Starters, if one logged on to the
Yahoo! India, Sify or India times portals, one founds a stunning in-
your- face red page branded by the new Close Up. The home pages of
these three websites were totally branded by the splashy new Close Up.
CONCLUSION
Close - Up has dominated the gel segment, but the presence of
Colgate still haunts...
Close-Up is positioned in a way in which no other toothpaste is
positioned. It has broken all the rules and norms of toothpaste
advertising ever since its launch in 1975, and taken the brand a leap
forward in Indian market. It was the first brand to introduce gel
toothpaste to the consumers and has led the gel segment ever since.
Such was the power of the Close-Up bright red colour, its intelligent
advertising and belligerent promotions that even market leader
Colgate was forced to launch a gel variant. Its marketing initiatives
include myriad tie-ups with high-profile programmes like Close-Up
Antakshari, Harsha Ki Khoj and even movies, such as Kyun Ho Gaya
Na. The highlight was the speed dating contest last year in
association with Zoom Television
THANK YOU!!!
KEEP SMILING WITH CLOSE UP
