2. DISSERTATION REPORT ON CLOSE UP
SUBMITTED TO:- Bhanu Priya Mam
SUBMITTED BY :- Shahadat Khan Pathan
TOPIC: - CONSUMER BEHAVIOR
3. ACKNOWLEDGEMENT
We are thankful to Almighty god who gave us the strength
to work on such a project and gain tremendous
knowledge. With all due respect I would like to thank our
instructor Bhanu priya mam who have been a great
influence on us through out the project and help us with
all the problems we encounter, she taught us and been
very polite and helpful. It was indeed due to her effort we
achieve success.
4. CONTENTS
Executive summary
Introduction
History
Achievements
Brand value
Marketing mix
Market analysis of consumer behavior toward toothpastes
Market analysis for Close-up
Recommendations and findings
Conclusion
Appendix
5. Executive Summary
Our project is based on the consumer attitude and behavior for that we had
to conduct a survey through questioner.
We selected to conduct survey on consumer behavior towards toothpaste and
our main target is CLOSE UP.
We filled out 100 questioners from different groups people to find out which
tooth paste they are using and why.
Over all we get the results that most of the people are using COLGATE. As
it is the market leader and CLOSE UP holds the second position in the
market.
All the detailed results are given in the report further with complete market
analysis.
In the end we like to Thanks our instructor Bhanu priya mam who gives us
such project to enhance our knowledge and to implement all our studies
practically.
6. Introduction
Our project report is based on the consumer behavior towards toothpaste. In
which we select the brand Close up that is the product of Unilever.
Unilever is one of the world's greatest consumer goods companies. Unilever
Pakistan Limited was established some fifty years ago in the then newly
created Pakistan. The town of Rahim Yar Khan was the site chosen for
setting up a vegetable oil factory in 1958 and that is where the first
manufacturing facility was developed. Today, Unilever Pakistan is a force to
reckon with. Its contribution to Pakistan's economic development cannot be
overestimated. Now operating five factories at different locations around the
country, the company contributes a significant proportion of the country's
taxes. It employs a large number of local managers and workers. It provides
a pool of well-trained and highly motivated manpower to other segments of
the company and has introduced new and innovative technologies
into the country.
It is dedicated to great brands that help people look good, feel good and get
more out of life. At the same time it's a company that tries to act responsibly
towards its communities and the environment. 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!
7. History
In the early 1970s, Colgate was king – to the extent of being generic to the
toothpaste category. Family health brands were the order of the day, with
players like Cibaca, Forhans, Promise and Signal. Clearly, there was ample
space for creating pleasure benefits in this health-dominated scenario.
In 1975 Closeup was test marketed in select towns at a 43% price premium
over Colgate. It was the first Toothpaste + Mouthwash product, the marriage
of which was a red, transparent gel. The tests generated positive response
and five years later, the brand was rolled out nationally. In communication,
the brand projected a westernized up market urban imagery, where the
protagonists enjoyed the dual benefits of fresh breath and shiny white teeth.
The launch garnered a modest but promising share of 4%.
Further, in a strategic move to increase the brand’s relevance credentials, a
user/non-user format was employed. This period also witnessed the creation
of the most memorable audio-visual burrs – the protagonist’s self-check for
breath freshness by blowing out ‘ha-ha’. When he smiled a sparkle would
appear on his teeth accompanied with a distinct ‘ting’ sound. The consumers
were also assured of the do-goodness of the product when they saw a
medicinal looking bottle pouring mouthwash into the gel.
Flavour variants (blue and green) for enhanced whiteness and fresh breath
were introduced to keep the interest alive on fresher breath and whiter teeth.
These variants again pushed the boundaries of visual discontinuity –
attractive looking and great tasting pastes, clear gels with coloured granules,
green gel with suspended oxygen bubbles. However these variants failed to
excite the consumers enough to induce repeat purchase.
8. Achievements
Closeup has truly been a challenger brand in the toothpaste market. Its
biggest achievement has been its ability to carve out a distinct, differentiated
segment. When launched in the 1970s, Closeup was the first gel toothpaste
in Pakistan and the first toothpaste with mouthwash. 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.
Closeup 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 over
time.
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.
9. Brand Values
Disruptive, differentiated, emotional, energetic, focused are Close-up’s
signature qualities.
While the product upholds the value of balancing pleasure and performance,
the brand operates on the values of innovation and authenticity.
Operating in the emotional arena of confidence, the brand essentially aims at
owning the cause of ‘empowerment’. By delivering the desired oral state, the
brand endeavors to be the shot in the arm for a person’s self-confidence.
Recent Developments
This is a category characterized by low involvement, large amounts of
flirting between brands and family choice – which means that there’s just
one tube for the whole family. Lack of individual choice creates a big
challenge for a brand that’s positioned on individual need.
The best advertisements ever on the brand, where the high ground of the
fresher breath benefit has been portrayed with the thought that when the
Close up guy opens his mouth, magic begins to happen. This again is a
melodious foot tapping advertisement that is on the lips of all, young and
old.
10. MARKETING MIX
Product:
In an industry where technology has almost come to a stand still and
toothpaste is just toothpaste, the one big strength of Closeup is its distinctive
product. In a world of white pastes, Closeup owns the mind space of bright
red gels. While white pastes use calcium carbonate, Closeup gel uses silica
as its base. Silica is considered a more efficient abrasive and an ingredient
that’s non-reactive to other elements, in the formulation – like flavours or
actives.
Close up is offering the following five types of toothpaste in market:
1. Close up (Crystal with soft blue granules)
2. Close up (Lemmon mint)
3. Close up (Menthol chill)
4. Close up (Red hot)
5. Close up (White teeth fresh breath)
6. Close up (Milk Calcium nutrient)
Price:
Toothpaste Quantity & Prices
130 grams 75 grams 30grams
Close up Rs 55 Rs 35 Rs 15
(Crystal with soft blue granules)
Close up (Lemmon mint) Rs 55 Rs 35 Rs 15
Close up (Menthol chill) Rs 55 Rs 35 Rs 15
Close up (Red hot) Rs 55 Rs 35 Rs 15
Close up (White teeth fresh breath) Rs 55 Rs 35 Rs 15
11. Place:
• Close up is easily available at every retail store & super store.
• Their target market is people of every age group including children,
teenagers & old age.
• Mainly it appeals more to youngsters, teenagers.
Promotion:
For promotion of their products they use certain channels:
• TV advertisement
• Newspapers
• Magazines
• Radio…etc
Closeup advertisements are much awaited for they paint a beautiful world
of fun and youthfulness, free of day-to-day worries. Closeup advertising is
the all-song, all-dance.
13. Market Analysis of Consumer Behavior
toward Toothpastes
We conducted the survey through questioners to analyze the market and
consumer behavior towards toothpaste. The results are shown below with the
help of graphs.
OCCUPATION
70
60
50
STUDENTS
40
EMPLOYEES
30 HOUSE WIVES
OTHERS
20
10
0
63% questioners filled by students, 22% by employees,10% by house wives
and 5% by people related to different occupation.
This shows that most of our research is based on students age group between
15 years to 25 years.
14. DIFFERENT BRANDS OF TOOTH PASTE
40%
35%
30%
Colgate
25% Close up
Macleans
20%
Sensodyne
15% Forhans
10% Others
5%
0%
This graph depicts about the consumption of different toothpaste in the
market. That shows Colgate is used 37%, close up is 24%, macleans is 17%.
Overall Colgate is the market leader in toothpastes and close up is the
second largest brand consume in Karachi.
15. Market Analysis for Close-up
GENDER
MALE
38%
MALE
FEMALE
FEMALE
62%
This diagram shows the consumption of Close up with respect to gender.
OCCUPATION
80%
70%
60%
50% students
40% employees
30% house wives
20%
10%
0%
This shows the ratio that 75%students, 20.8% employees and 4.2% house wives are using
Close up.
16. BRAND CONSCIOUSNESS
Yes
42%
Yes
No No
58%
This diagram is related to that how much persons are brand conscious towards Close up.
As the result shows 42% are brand conscious and 58% are not.
SATISFACTION
This shows that
96% people are
No satisfied with
4% the use of Close
up.
Yes
No
Yes
96%
17. PRICE ANALYSIS
price in terms of quality
100%
80%
Fair &
60% reasonable
40% Expensive
20%
0%
83% people are saying in term of quality the prices of Close up are Fair and reasonable
while 17% are saying it is Expensive.
QUALITY ANALYSIS
Quality in terms of price
70%
60%
Good
50%
40% Satisfactory
30%
20% Not
10% satisfactory
0%
67% people agreed that according to price the Quality of Close up is good, 29% saying it
is satisfactory and 4% are saying it is not satisfied.
18. CONSUMPTION PERIOD
less
than a
50% year
25% 2 years
more
than 2
years
25%
This diagram shows that since how long people are using close up continuously.
ATTRACTION MODES
41.60% own
experience
TV
advertisement
50% word of
mouth
8.40%
This shows how people get attracted toward Close up.
19. Recommendations and Findings
After analyzing the market for consumption of Close up we find that;
• Close up is the second largest brand in Karachi consumed by different
groups of people.
• Close up is more used by females than males.
• Close up is more popular in youngsters like students, teenagers etc.
• Close up is not the market leader in Karachi /Pakistan its because of
not much promoted as Colgate.
• Although close up is not the market leader but still people have very
good image of it and it has the potential to become a Market leader.
Recommendations:
• As to lead the market it should be promoted more and more mainly
through TV advertisement.
• Unilever should review its marketing strategy to compete with its
major competitors.
• Close up should adopt some promotional offers as well.
20. CONCLUSION
From our market analysis of consumer behavior toward tooth paste we get
the results that CLOSE UP is holding the second position in market after
Colgate.
Brushing your teeth at least twice a day is the best way to keep your teeth
healthy and fresh. Using Close-Up® gives you the confidence to be 'up-
close and very personal' to that special person or people in your life
Brushing with Close-Up starts with a blast of flavor that you can actually
feel freshening your breath. As you brush, Close-Up gets your teeth cleaner,
whiter and brighter, so you're ready to smile, ready to laugh . . . ready for
anything! 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!
22. I am shahadat .We are conducting a survey on consumer behavior toward toothpaste.
We would like you to answer few questions, which only take 3 minutes of your time.
Name: ______________________________
Gender:
(a) Male (b) Female
Age:
(a) 15-25 (b) 25-35 (c) 35-45
(d) 45-55 (e) 55 above
Occupation:
(a) Student (b) housewife (c) employee
(d) Other (specify) _____________
Your living Location (Area)________________
Your monthly income lies between:
(a) Below 5000 (b) 5000-10000 (c)10,000-15,000
(d) 15000-20000 (e) above 20,000
Which toothpaste you use?
(a) Close up (b) Colgate (c) MacLeans
(d) Other (specify) _____________
Are you brand conscious?
(a) Yes (b) No
You use it because of:
(a) Quality (b) Price (c) media attraction
(d) I am brand conscious
23. Are you satisfied with the use of it?
(a) Yes (b) No
If no, why?
(a) High price (b) quality dose not meet your standard
(c) Not easily available
What makes you to buy and consume it?
(a) Quality (b) Price (c) Taste
(d) Availability (e) Promotional offers
Based on the quality what do you think of price?
(a) Expensive (b) Fair and reasonable (c) Cheap
Based on the price what do you think of quality?
(a) Good (b) satisfactory (c) not satisfactory
Since how long you are using this brand?
(a) Less then a year (b) 2 years (c) More then 2 years
How you get attracted towards it?
(a) T.V Advertisement (b) Newspaper (c) word of mouth
(d) Own experience
Thank you for giving your time
