Group No- 03
Aishwarya Tadpatrikar IGTCPG28MU004
Akshay Puntambekar IGTCPG28MU 006
Amrut Misar IGTCPG28MU 011
Ashutosh Saindane IGTCPG28MU 019
Danesh Fatakia IGTCPG28MU 026
Namrata Dalvi IGTCPG28MU 047
DIGITAL Omkar Kulkarni IGTCPG28MU 054
MARKETING PLAN
Close Up Toothpaste
Table of
Contents
INTRODUCTION ........................................................ 2
SWOT ANALYSIS OF CLOSE UP ................................. 4
SWOT ANALYSIS OF TOOTHPASTE INDUSTRY .......... 6
5 STEP BRAND STORY FRAMEWORK GUIDE ............ 7
CONSUMER JOURNEY .............................................. 9
TOUCH POINTS ......................................................... 9
AWARENESS ........................................................... 11
MOMENT OF TRUTH MODEL ................................. 12
1
INTRODUCTION
Close-up is a popular brand of toothpaste in India and is marketed by Unilever. Unilever
is a well FMCG company in Indian markets. It has an experience of around 50 years and has the
faith of millions of people in India. Close-up is an important product through which Unilever
launched themselves as a leading company in India. Close-up, launched in 1967, is said to be the
first gel toothpaste in the world. From the day of launch, it has been compared to ‘Freshness’
and has been targeted to the youth crowd. In 2003, Unilever sold the licensing rights to Church
& Dwight in United States and Canada. However, in India the Unilever continues its sales and it
has not failed to appeal the youth crowd even today. The advertising campaigns of this
toothpaste are also very stylish and many famous stars have been roped in to endorse this brand.
It has been market leader in the Indian markets for over 3 decades.
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. It was the first gel toothpaste
that gives consumers the option to brush with transparent, shiny, bright colored gel toothpaste.
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. In 2006, Close-up Limited Edition launch in Arabia redefined the toothpaste market with its
unique new flavors: Choco-loko, Tangerine Burst, and Lychee. It brought excitement and life into
the rather boring toothpaste category and helped the brand achieve record sales and shares. One
thing remains constant Close-up is still symbolized by attractive white smiles in very close
situations.
When we consider the fast growing gel toothpaste segment, Close-Up has upper hand
than its competitors. The segment comprises of 900 crore people and Close-up leads this
segment with a 60 percent share. This huge success of Close up is often attributed to its youth
centric advertisements and its innovative market strategies. When we take the youth segment,
Close up is the market leader clearly. But when we take the overall market share Close-up stands
at second place next to Colgate. As the gel toothpaste market is increasing, the market shares of
Close up is in the raise and Close up has a record of being the market leader for over three
decades.
Close Up is a gel-based toothpaste from the house of Unilever. It is a loved brand because of the
freshness that it promotes and because of its unique feel in the mouth when brushing your teeth.
Close up was launched in 1967 and increased its distribution across the world. Close up is not
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sold by Unilever in USA and Canada anymore but it is instead handled by “Church & Dwight”.
However, in other countries like India and Sri lanka, Close up is as popular as ever.
SWOT analysis of Close Up analyses the brand/company with its strengths, weaknesses,
opportunities & threats. In Close up SWOT Analysis, the strengths and weaknesses are the
internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework, which enables a brand like Close Up to
benchmark its business & performance as compared to the competitors and industry. As of 2020,
Close Up is one of the leading brands in the FMCG sector.
The SWOT (Strengths, Weaknesses, Opportunities, Threats), top Close Up competitors and
includes Close Up target market, segmentation, positioning & Unique Selling Proposition (USP).
Close up Brand Analysis
Parent company HUL( Unilever)
Category Personal Care – toothpaste
Sector FMCG
Tagline / Slogan Taazgi Jo Pass Laye
USP Close Up is synonymous with 'Freshness' that gives a confidence to get
close to someone you love.
Close Up STP
Close Up Segmentation Gel Toothpaste – Alternative to White Toothpaste
Close Up Target Market Urban Population specially the youth
Close Up Positioning Toothpaste that is also a mouthwash for fresh breath
3
SWOT ANALYSIS OF CLOSE UP
Strengths of Close Up
First mover advantage – The number 1 advantage for close up was the first mover advantage
because it was the first brand to introduce gel-based toothpaste across the world. Gel based
toothpaste received slower adoption but there was a great feel to them during brushing teeth.
As a result, the product adoption increased over time. Naturally, close up was the first brand to
be adopted.
Unique freshness – Because gel is softer than other toothpastes, it gave a different taste in the
mouth and dissolved easily and quickly thereby giving its users a unique freshness. Probably the
reason why it was so popular.
Marketing campaigns – Unilever being the smart marketer that it is, always targeted the
freshness and clean breath as their message. They frequently used mouth freshness as a means
to promote Close up toothpaste. Their campaigns also targeted the youth by
showing people getting together and liking each other because of the use of Close up toothpaste.
High market share – Because it had the first mover advantage, for a long time close up was the
clear leader in gel based toothpaste. In India, Sri Lanka, it is still the highest sold gel based
toothpaste and there is no one close to it.
Deep Pockets – Coming from the brands of Unilever, Close up has deep pockets and hence has
been able to brand itself and adapt itself to the changing marketing environment.
Wide distribution – Close up has the backing of the wide distribution potential of Unilever,
something that has helped the brand reach so many cities and countries. Being in the FMCG
sector, distribution is the main advantage the brand can have.
Weakness of Close up
Missing the rural turnover – Because Close up is a gel-based toothpaste; it is more widely
accepted in urban areas and towns but now in small cities or Sec B or Sec C classes. In these
classes, Patanjali and Colgate have massive penetration. The rural turnover is missing and
majorly urban regions are contributing to the turnover of Close up.
Dentist testimonials – Sensodyne and other such toothpastes which target teeth sensitivity have
smartly marketed themselves by using Dentist’s testimonials. However, Close up has used no
such marketing communications and until date Close up only promotes its freshness.
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Product portfolio is limited – Because each toothpaste is concentrating on a different niche,
there is a need to expand the product portfolio for Close up. Close up is a hyper focused brand
but its market positioning can be challenged by other competitors and is being challenged by
various gel based toothpastes in the market. Although this precise targeting is helping the Close
up brand, being dependent on only one product type in a large market is also dangerous.
Reduction in ATL activities – Close up has reduced its ATL activities a lot and there are hardly any
TVC’s or print ads seen for the brand anymore. Regular ATL activities will help the brand in better
sales.
Opportunities of Close Up
Ayurveda – Patanjali with its Dant Kaanthi and Close up with its ayurved line of products are all
targeting the shift in mindset. Consumers want ayurved products and that is why launching an
ayurved variant can help the brand in the long term.
Rural penetration – There are many campaigns launched by many brands, which realize that
rural penetration is required for higher volumes. In FMCG market, the more the turnover the
more is the profit. In addition, this high turnover is required for the brands to survive otherwise
they will lose out in the FMCG war. As a result, Close up needs to concentrate on rural
penetration as well.
Improve product portfolio – The above opportunities show that Close up should also launch
more product variants and at the same time advertise them to have maximum market
penetration.
Threats of Close Up
Competition – Colgate, Patanjali, Pepsodent are all major threats to Close up because they are
slowly but surely taking away the market share of Close up. In fact, in India, Patanjali has even
challenged the market share of Colgate. So it is better for Close up to be prepared.
Loss of confidence by retailers – A retailer can only keep a limited amount of stock and he will
keep stock of whatever material is selling faster. If retailers lose confidence in close up then it
can be a threat to the brand. This is why better marketing communications and a wider product
portfolio is required for the brand.
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SWOT ANALYSIS OF TOOTHPASTE INDUSTRY
STRENGTHS
Low operational costs
Presence of well-known brands
Presence of established distribution networks
WEAKNESS
Low export level
Low scope of investing in technology and achieving economies of scale
Me too products which illegally depicts the label of established brands
OPPORTUNITIES
Untapped rural market
Purchasing power increase
People being aware of dental health
Penetration level increased with Tv and internet and FM radio stations
THREATS
Still well-established competitors
Threat of substitutes
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5 STEP BRAND STORY FRAMEWORK GUIDE
WHO? – Who is the story for?
Young people. The target market being “multi brand households” where the young does not
continue to use what their parents use.
The customer insight was that people are conscious about their breath and want to get close
with each other with confidence. Based on this insight the brand is positioned on the Fresh
Breath platform.
WHY? – Why are we telling it?
Close-up primary target market are “ Teens at heart “ and they want to feel confident up close
to their preferred sex.
Teens desperately need to belong, to be loved, gain self- esteem, and achieve self-actualization.
Close-up gives fresh breath, white teeth and subsequently, a little extra self-confidence and sex
appeal.
WHAT? – What’s the message?
Tagline/slogan- “Taazgi Jo Pass Laye”
The slogan is very apt for the product which is focusing on youth. The slogan emphasizes on
improved confidence when you go close to someone. It symbolizes freshness and targeted for
the people young at heart.
Cracking the creative idea part
Insight Strategy Idea
Close-up: Taazgi Jo Pass Laye – Idea- People want to feel confident when up close and personal
while kissing their preferred sex partner. - Strategy- The Closer, The Better (Close-up gives
fresh breath, white teeth and subsequently, a little extra self-confidence and sex appeal.)
HOW?- How shall we Present?
As depicted from the commercial, the message is clear that Close Up is not just limited to Oral
health but also has cosmetic benefits like fresh breath and enthusiasm of youth for close
encounters. This also boosts the consumers to wake up in the morning and brush with Close Up
and spread freshness all around their surrounding and bring in the Freshness wave to brighten
up everyone’ day.
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WHERE?- Where to promote the product?
The main platform for Close Up commercials has been Television with little jingles on Radio.
Through Ad sense, Amazon, Groffers and other online retailers promote their offers and would
also play the Ad on OTT platforms. Promotions can also be boosted at Dental Camps, College
Parties or at other social gatherings where there is youth mobilization.
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CONSUMER JOURNEY
The "journey" includes not just every place your customer comes into contact with your
company, employees and brands but also retailers, partners, review sites and more. Mapping
this journey means understanding all those stages, from researching to buying to loyalty, as
well as the obstacles on that path.
Once you map out this journey, you can determine the kinds of content that can get customers
past the roadblocks so they continue traveling with your company.
This can be a complex process, especially for companies with multiple brands and product lines,
each with its own marketing program.
TOUCH POINTS
There's unlikely to be a single “golden” touchpoint, or Brand contact, that seals the deal for
every customer – the needs and triggers of each person are too diverse. And, while touchpoints
are different in business-to-business and consumer Brand marketing, they have more in
common than one would think. That's why it's so important to evaluate every existing and
potential touchpoint along the sales experience: pre-purchase, purchase, and post-purchase.
The challenge of identifying and optimizing touchpoints is so foundational for dramatic
marketing results that we can't cover it all in one post.
Pre-Purchase: The Great Unknown
The fact that the pre-purchase touchpoint is typically the most widespread and least
understood makes it a natural first step in touchpoint analysis.
Consider, for instance, the process of purchasing a new computer:
o 1 month before purchase: You see a commercial displaying the patented be “Be Kiss Ready”
advertisement of Close Up while the Customer is still going through his family pack of X Tooth
Paste he recently purchased. Seeing the new features makes you think about your current
toothpaste, which has been blindly used for your entire life.
o A Week before purchase: You are almost at the end of your current toothpaste Tube and you
make a note in you “Buy List” and add Close Up because the “Kiss Ready” commercial strikes
you in the morning.
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o Purchase: You visit your retail store and the shopkeeper offers you a range of Close Up
Toothpastes that has multiple flavours and multiple packaging sizes, so you decide to buy a
small pack to give it try and then make your final decision.
Purchase: The Brand Experience
Your goal isn't just to reel customers into a purchase; you want to hook them into your Brand.
Whereas traditional marketing focuses almost entirely on attracting customers, Brand-driven
marketing recognizes that loyal customers who believe what you believe are far more likely to
sing the praises of your Brand and are far more valuable than a one-off purchase. That means
identifying how customers interact with your Brand during the purchase process. What
touchpoints are they in contact with, and how do those touchpoints reflect on the Brand?
Purchase touchpoints are all about delivery – not only of the product or service, but also of a
Brand promise that you've made in pre-purchase touchpoints. Always remember Brand =
Promise + Performance. It’s just the way it works. When Brand Promise and Brand Performance
don’t add up or worse yet are a disconnect, Brand Perception is what suffers.
Post-Purchase: The Invitation to Loyalty
Brand experts Scott M. Davis and Michael Dunn, in their book Building the Brand-Driven
Business, describe the post-purchase experience as “...one of the most underleveraged yet
potentially powerful ways to drive sustainable, profitable, and long-term value back to the
company.” That time following a purchase or commitment – concluding when the product or
service is no longer being used – is a valuable time to seek out and utilize touchpoints. The
ultimate return? Brand loyalty.
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AWARENESS
The aim is to add vitality to life. It’s a big ambition, but it’s always been right at the heart of our
business. 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. It strongly appealed to who consumers liked the idea of toothpaste that could give
them fresh breath, white teeth and, subsequently, a little extra self-confidence. Close-up is the
first to combine toothpaste and mouthwash in one and not only freshens breath and whitens
teeth, it also contains fluoride to help prevent cavities. That’s the Close-Up feeling, the feeling
of being your best!
For the first time, people had the option to brush with transparent, shiny, bright red
toothpaste. For the first time, too, toothpaste tasted good – spicy clove and icy mouthwash.
Closeup emancipated mornings from their boring white toothpaste routines. While others
offered cavity control and strong teeth, Closeup offered the cosmetic benefits of superior fresh
breath and shiny white teeth. This was based on a strong and relevant consumer insight that
people are conscious of how their breath smells only when they are up close – especially with
the opposite sex. With the dual benefits of fresh breath and white teeth, the brand allowed
people to get over their insecurity of bad breath and get closer to each other. Closeup didn’t
just promise the young romantics fresher breath and whiter teeth, it also promised them the
confidence to get up close to the person that mattered the most. Close-up appropriated the
world of happy smiles, of happy couples having fun together. Consistent communication in this
genre helped create a distinct, aspirational imagery for the brand that has remained strong
overtime. Say ‘gel’ and people will say Closeup. Mention ‘red, shiny paste’ and people will say
Closeup. Talk about ‘confidence, youth and romance’ and the answer is Close up again. This
brand has remained singularly focused and clear: the red gel, young people, close-ups of
refreshing breath and overall, the confidence that’s eternally desirable amongst outward-
looking people in a growing nation.
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MOMENT OF TRUTH MODEL
Zero Moment of Truth: Consumers have been using the same old white toothpaste that
assures strong teeth and cavity protection. But here is a toothpaste for the first time
that offers cosmetic benefits of Fresh Icy Breath that claims to boost your confidence to
be close to someone.
First Moment of Truth: Consumer asks around if anyone has used it and finally meets a
person who has used Close Up before and thinks of switching to the Brand. Later at the
Local Retail stores he is offered a range of Close Up products and in a variety of packing
available. He finally decides on buying a travel pack which is like a trial version.
Second Moment of Truth: Consumer is very satisfied with the trial pack and this time his
monthly shopping list has “Close Up” Family pack underlined and a fixed purchase.
Third Moment of Truth: Consumer has developed a fondness towards Close-Up and has
gained confidence while interacting with people around. That’s the Close-Up feeling, the
feeling of being your best!
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