DISSERTATION REPORT ON CLOSE UPSUBMITTED TO:- Bhanu Priya MamSUBMITTED BY :- Shahadat Khan PathanTOPIC: - CONSUMER BEHAVIOR
ACKNOWLEDGEMENTWe are thankful to Almighty god who gave us the strengthto work on such a project and gain tremendousknowledge. With all due respect I would like to thank ourinstructor Bhanu priya mam who have been a greatinfluence on us through out the project and help us withall the problems we encounter, she taught us and beenvery polite and helpful. It was indeed due to her effort weachieve success.
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
Executive SummaryOur project is based on the consumer attitude and behavior for that we hadto conduct a survey through questioner.We selected to conduct survey on consumer behavior towards toothpaste andour main target is CLOSE UP.We filled out 100 questioners from different groups people to find out whichtooth paste they are using and why.Over all we get the results that most of the people are using COLGATE. Asit is the market leader and CLOSE UP holds the second position in themarket.All the detailed results are given in the report further with complete marketanalysis.In the end we like to Thanks our instructor Bhanu priya mam who gives ussuch project to enhance our knowledge and to implement all our studiespractically.
IntroductionOur project report is based on the consumer behavior towards toothpaste. Inwhich we select the brand Close up that is the product of Unilever.Unilever is one of the worlds greatest consumer goods companies. UnileverPakistan Limited was established some fifty years ago in the then newlycreated Pakistan. The town of Rahim Yar Khan was the site chosen forsetting up a vegetable oil factory in 1958 and that is where the firstmanufacturing facility was developed. Today, Unilever Pakistan is a force toreckon with. Its contribution to Pakistans economic development cannot beoverestimated. Now operating five factories at different locations around thecountry, the company contributes a significant proportion of the countrystaxes. It employs a large number of local managers and workers. It providesa pool of well-trained and highly motivated manpower to other segments ofthe company and has introduced new and innovative technologiesinto the country.It is dedicated to great brands that help people look good, feel good and getmore out of life. At the same time its a company that tries to act responsiblytowards its communities and the environment. The aim is to add vitality tolife. Its a big ambition, but its always been right at the heart of our business.Close-Up® debuted in 1967 as a clear red gel with a spicy cinnamon tasteand mouthwash right in the toothpaste. A unique brand identity wasdeveloped, with Close-Up® positioned as the toothpaste that gives peopleconfidence in those very "up close and personal" situations.It strongly appealed to who consumers liked the idea of toothpaste that couldgive 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 notonly freshens breath and whitens teeth, it also contains fluoride to helpprevent cavities. Thats the Close-Up feeling, the feeling of being your best!
HistoryIn the early 1970s, Colgate was king – to the extent of being generic to thetoothpaste category. Family health brands were the order of the day, withplayers like Cibaca, Forhans, Promise and Signal. Clearly, there was amplespace for creating pleasure benefits in this health-dominated scenario.In 1975 Closeup was test marketed in select towns at a 43% price premiumover Colgate. It was the first Toothpaste + Mouthwash product, the marriageof which was a red, transparent gel. The tests generated positive responseand five years later, the brand was rolled out nationally. In communication,the brand projected a westernized up market urban imagery, where theprotagonists 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, auser/non-user format was employed. This period also witnessed the creationof the most memorable audio-visual burrs – the protagonist’s self-check forbreath freshness by blowing out ‘ha-ha’. When he smiled a sparkle wouldappear on his teeth accompanied with a distinct ‘ting’ sound. The consumerswere also assured of the do-goodness of the product when they saw amedicinal looking bottle pouring mouthwash into the gel.Flavour variants (blue and green) for enhanced whiteness and fresh breathwere 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 toexcite the consumers enough to induce repeat purchase.
AchievementsCloseup has truly been a challenger brand in the toothpaste market. Itsbiggest achievement has been its ability to carve out a distinct, differentiatedsegment. When launched in the 1970s, Closeup was the first gel toothpastein 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 icymouthwash. Closeup emancipated mornings from their boring whitetoothpaste routines.While others offered cavity control and strong teeth, Closeup offered thecosmetic benefits of superior fresh breath and shiny white teeth. This wasbased on a strong and relevant consumer insight that people are conscious ofhow their breath smells only when they are up close – especially with theopposite sex. With the dual benefits of fresh breath and white teeth, thebrand allowed people to get over their insecurity of bad breath and get closerto each other. Closeup didn’t just promise the young romantics fresherbreath and whiter teeth, it also promised them the confidence to get up closeto the person that mattered the most.Closeup appropriated the world of happy smiles, of happy couples havingfun together. Consistent communication in this genre helped create adistinct, aspirational imagery for the brand that has remained strong overtime.Say ‘gel’ and people will say Closeup. Mention ‘red, shiny paste’ and peoplewill say Closeup. Talk about ‘confidence, youth and romance’ and theanswer is Close up again. This brand has remained singularly focused andclear: the red gel, young people, close-ups of refreshing breath and overall,the confidence that’s eternally desirable amongst outward-looking people ina growing nation.
Brand ValuesDisruptive, differentiated, emotional, energetic, focused are Close-up’ssignature 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 atowning the cause of ‘empowerment’. By delivering the desired oral state, thebrand endeavors to be the shot in the arm for a person’s self-confidence.Recent DevelopmentsThis is a category characterized by low involvement, large amounts offlirting between brands and family choice – which means that there’s justone tube for the whole family. Lack of individual choice creates a bigchallenge for a brand that’s positioned on individual need.The best advertisements ever on the brand, where the high ground of thefresher breath benefit has been portrayed with the thought that when theClose up guy opens his mouth, magic begins to happen. This again is amelodious foot tapping advertisement that is on the lips of all, young andold.
MARKETING MIXProduct:In an industry where technology has almost come to a stand still andtoothpaste is just toothpaste, the one big strength of Closeup is its distinctiveproduct. In a world of white pastes, Closeup owns the mind space of brightred gels. While white pastes use calcium carbonate, Closeup gel uses silicaas its base. Silica is considered a more efficient abrasive and an ingredientthat’s non-reactive to other elements, in the formulation – like flavours oractives. 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 30gramsClose up Rs 55 Rs 35 Rs 15(Crystal with soft blue granules)Close up (Lemmon mint) Rs 55 Rs 35 Rs 15Close up (Menthol chill) Rs 55 Rs 35 Rs 15Close up (Red hot) Rs 55 Rs 35 Rs 15Close up (White teeth fresh breath) Rs 55 Rs 35 Rs 15
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.
Market Analysis of Consumer Behavior toward ToothpastesWe conducted the survey through questioners to analyze the market andconsumer behavior towards toothpaste. The results are shown below with thehelp of graphs.OCCUPATION 70 60 50 STUDENTS 40 EMPLOYEES 30 HOUSE WIVES OTHERS 20 10 063% questioners filled by students, 22% by employees,10% by house wivesand 5% by people related to different occupation.This shows that most of our research is based on students age group between15 years to 25 years.
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 themarket. 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 thesecond largest brand consume in Karachi.
Market Analysis for Close-upGENDER 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 usingClose up.
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%
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.
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.
Recommendations and FindingsAfter 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.
CONCLUSIONFrom our market analysis of consumer behavior toward tooth paste we getthe results that CLOSE UP is holding the second position in market afterColgate.Brushing your teeth at least twice a day is the best way to keep your teethhealthy and fresh. Using Close-Up® gives you the confidence to be up-close and very personal to that special person or people in your lifeBrushing with Close-Up starts with a blast of flavor that you can actuallyfeel freshening your breath. As you brush, Close-Up gets your teeth cleaner,whiter and brighter, so youre ready to smile, ready to laugh . . . ready foranything! Close-up is the first to combine toothpaste and mouthwash in oneand not only freshens breath and whitens teeth, it also contains fluoride tohelp prevent cavities. Thats the Close-Up feeling, the feeling of being yourbest!
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) FemaleAge: (a) 15-25 (b) 25-35 (c) 35-45 (d) 45-55 (e) 55 aboveOccupation: (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 20,000Which toothpaste you use? (a) Close up (b) Colgate (c) MacLeans (d) Other (specify) _____________Are you brand conscious? (a) Yes (b) NoYou use it because of: (a) Quality (b) Price (c) media attraction (d) I am brand conscious
Are you satisfied with the use of it? (a) Yes (b) NoIf no, why? (a) High price (b) quality dose not meet your standard (c) Not easily availableWhat makes you to buy and consume it? (a) Quality (b) Price (c) Taste (d) Availability (e) Promotional offersBased on the quality what do you think of price? (a) Expensive (b) Fair and reasonable (c) CheapBased on the price what do you think of quality? (a) Good (b) satisfactory (c) not satisfactorySince how long you are using this brand? (a) Less then a year (b) 2 years (c) More then 2 yearsHow you get attracted towards it? (a) T.V Advertisement (b) Newspaper (c) word of mouth (d) Own experienceThank you for giving your time