Launch of Close Up Face Wash

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Launch of Close Up Face Wash

  1. 1. LAUNCHED AND MARKETED BY 75-TWINKLE CHHADWA 77-VAIBHAV ROKADE 79-VINIT PIMPUTKAR 81-VIRAJ SHAH 83-YASH SHETH
  2. 2. INDIAN MEN’S FACE WASH INDUSTRY • Today men believe that not just social acceptance but also career success is linked to how a person presents himself to the external world. • Male grooming is now an Rs 2,500-crore market in India. • The category clocked 21% annual growth and is expected to touch Rs 5,270-crore in the next three years.
  3. 3. MEN’S GROOMING INDUSTRY PIE CHART
  4. 4. BRAND CLOSE UP • Close-up is a brand of toothpaste which is marketed by Unilever. • Close-up, has been synonymous with 'Freshness' that gives you the confidence in social interactions and situations.
  5. 5. RESEARCH ANALYSIS AND SURVEY 1. Do you use a face wash? • From 21 men surveyed 17 men use face wash while 4 don't use. User /non -user of facewash non- user 19% user 81%
  6. 6. Which brand do you use? Brands used by Men Garnier Amway Nivea Pears 6% 6% Neutrogena Clean and Clear 6% 6% 6% 59% 11%
  7. 7. What do you prefer? 15 preference 6 herbal cosmetic
  8. 8. Are you satisfied with your product you are using? people satisfied by their proucts yes no 6% 94%
  9. 9. Closeup is launching new face wash in categoriesPreferred type of facewash 9 8 4 aloe vera after shave smoothing
  10. 10. Will you buy any of the above facewash? People who all are ready to buy Close up Face wash 10 10 1 yes no may be
  11. 11. INTRODUCING CLOSE-UP FACEWASH CLOSE UP FOR MEN CLOSE UP
  12. 12. “SECRET TO A MEN’S BEAUTY” • With this product we aim to become one stop solution to all men skin problems. • Our product is positioned at reducing all youth problems like acne, oily skin, dull skin and battling blemishes. • Close up’s mission is to come up with a price that can satisfy the need of both types of customers with maintaining its brand.
  13. 13. BUSINESS OBJECTIVE • Un matched quality and affordable price • Close up mission is to capture the Indian face wash market share by more than 18%in the next 3 years by using its quality and pricing strategy. • Our ultimate mission is to provide a good quality face wash to its target customers with a fairly competitive price than its competitors.
  14. 14. COMPETITORS • Like Ponds, L'Oreal, Garnier and Lakme etc are competing at the upper (premium) segment • Ayur, clean and clear, Himalaya etc are competing at the lower segment.
  15. 15. SWOT ANALYSIS STRENGTHS • Strong market research • Many variants (After shave, Alovera, Lemon Skin Smoothening, Oil Control) • Strong sales and distribution network backed by HUL • Strong brand image • Mass appeal/Market presence all segments WEAKNESS • Mainly positioned as toothpaste • Brand Recognition of Close Up as “Face Wash” • Many Competitor
  16. 16. SWOT ANALYSIS OPPORTUNITIES • Beauty segments compounded annual growth rate (CAGR) is very high • Not many men face wash products in the market. • Higher growth opportunity by capturing Facewash market. THREATS • High internal competition. • New entrants
  17. 17. MARKETING MIX (4 P’s)  PRODUCT • Features-like fragrance, after shave, oil control, smooth, long lasting experience, shine on the skin etc. It will be in a cream based, and gel based. • Core benefit-easy to use, feel fresh for the longer time, improves the confidence. • Augmented product- skin glow and shine .
  18. 18. PRODUCT • Potential product- different skin types, like for dry skin, oily skin and for sensitive skin. • Product Classificationo After shave + oil control Facewash (oily skin type) o Smoothning +moisturising face wash (dry skin type) o Aloevera +lemon facewash (sensitive skin) • Product Differentiation Form: a) Sachet -10 gms b) Mini tube-50 gms c) Tube- 100 gms d) Bottle-200 gms
  19. 19. PRICE  Pricing Strategy of Closeup Face wash: • Penetration Pricing AFTERSHAVE +OIL SMOOTHENING CONTROL FACE AND WASH MOISTURISING ALOEVERA AND LEMON EXTRACTS A)SACHET-10 GMS B)MINI TUBE-50 GMS B)TUBE-100GMS- Rs. 15 Rs. 15 Rs.25 Rs. 40 Rs.40 Rs.60 Rs. 80 Rs.80 Rs.100 C)BOTTLE-200 GMS- Rs. 170 Rs.170 Rs. 200 TYPE QUANTITY
  20. 20. PLACE All major cites and towns of india • Drug stores • Cosmetic shops • Beauty saloons • Retail stores • Malls DISTRIBUTION STRATEGY • Introduction of smaller packs
  21. 21. DISTRIBUTION CHANNEL OF HUL
  22. 22. PROMOTION ADVERTISING• With a right mix of tv ,print and online strategies will be employed. A 60:30:10 will be given for an effective reach to the audience. 1. Social Media (Creating the Buzz)• Ad 1st on youtube , Facebook, Twitter ,online stores, Search word optimisation 2. Print- (after 1 week) • • The Times of India and Bombay Times, regional newspaper Filmfare magazine, men’s health magazine.
  23. 23. PROMOTION 3. TV Campaign• • ads for 20 seconds, every 3 hrs. Star tv, sony, zee, sab, news channels, sports channel,music channels. 4. Sponsorships• Fashion week, Reality shows, college fests 5. Sales Promotion• Facewash sachets with closeup toothpaste to our customers 6. Outdoor• Billboards and hoardings.
  24. 24. PROMOTION BUDGET Print ads TOI-half (front )page- Rs. 15,545,681 (tier1) • Quarter(any page) - Rs. 1,106,400 (tier 2 )  CITY TIMES-half (front page)- Rs. 11,020,763 (tier 1) • Quarter (any page)- Rs. 3,359,276 (tier2)  REGIONAL NEWSPAPERS-approx cost- Rs.40lacs  • • • MAGAZINESFilmfare - (full page)-4.5 lacs Mens health magazine-4lac Total- Rs.17,57,82,120
  25. 25. PROMOTION BUDGET • OUTDOOR- hoardings billboards on prime locations .Approx Rs. 1.50cr • ONLINE- Approx Rs. 5 lac • SPONSORSHIPS- beauty shows, reality shows, fests etc. Approx 2cr. • RADIO- 93.5red FM, 104.8, 92.7 etc in metrosapprox-12 lacs • Total- Rs. 3.67cr
  26. 26. PROMOTION BUDGET Tv adschannels Frequency (per day) duration period Rates Star plus, sab, zee, sony 7 20 sec 1 month 1cr Mtv, channel v ,zoom 5 20 sec 1 month 57 lacs Star world, AXN, 5 10 sec 15 days 45 lacs Star sports,star cricket,ten sports 7 20 sec 1 month 73 lacs News channel 5 10 sec 1 month 15 lacs TOTAL 2.90cr TOTAL PROMOTON BUDGET-RS.24,14,82,120
  27. 27. STP MODEL 1. SEGMENTION • Geographic- urban, semi -urban • Demographics- age ,sex, occupation ,lifecycle,social class • Behavioral- occassion, user status, attitudes towards the product
  28. 28. TARGETING • Men in the age group of 15-40 years Urban and Semi- urban markets. • College going or professionals POSITIONING • Our positioning will emphasize on the triple benefits of antiseptic After Shave, face wash and a Skin Smoothening • Points of parity -cleansing action. • Points of difference would be the unique antiseptic action
  29. 29. CONCLUSION • FOLLOWING THE ABOVE STRATEGIES WE HOPE TO MEET OUR TARGETS AND BE A SUCCESFULL BRAND.
  30. 30. THANK YOU

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