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This document summarizes the toothpaste industry and the brand Close Up. It shows that Colgate has the largest market share at 54% of the toothpaste industry. For gel toothpaste, HUL's Close Up has the largest market share at 46%. Close Up was first launched in 1975 and has been the category leader since. It targets youth aged 15-35 and positions itself as a toothpaste that also acts as a mouthwash for fresh breath. The document analyzes Close Up's branding, product line, market strength compared to competitors, and summarizes one of its memorable television advertisements.
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Brandppt
- 1. Presented By:Kamal Kishor Raja Solanki Mithilesh Singh Janisar Najish PGDM 2012-14
- 2. Overview of Toothpaste Industry Market Share of Toothpaste Industry 11% 14% 54% 21% Colgate HUL Dabur Others
- 3. Market Share of Gel Toothpaste Anchor 4% Others 13% #REF! HUL 46% Dabur 12% Colgate 25%
- 4. History of Close-Up • Close up, the youth brand was the first gel toothpaste to be launched in India in 1975 and has remained the category leader since then. • Close up was re-launched in 1988 with the proposition of gel and mouthwash. The new look had brand properties like offering good breathe, white teeth and freshness. • Close Up’s target audience has always been the youth age group 15 to 35.
- 5. Brief of Close Up • • • • • • • • • Parent CompanyHUL (Unilever) CategoryPersonal Care – Toothpaste Sector FMCG Tagline/ SloganTaazgi Jo Paas Laye USP Close Up is synonymous with 'Freshness' that gives a confidence to get close to someone you love. STP Segment Gel Toothpaste – Alternative to White Toothpaste Target Group Urban population specially the youth Positioning Toothpaste that is also a mouthwash for fresh breath
- 6. Close Up Product Line • • • • • • • Close Up Deep Action Icy white Close Up Deep Action Icy White Winter Close Up Deep Action Menthol Fresh Close Up Deep Action Peppermint Splash Close Up Deep Action Red Hot Close Up Fire Freeze Close Up White
- 7. Branding of Close Up Brand 1.Brand Awareness Close Up Colgate Pepsodent Top of the Mind 2. Brand Loyalty Switching Cost Satisfaction 3. Perceived Quality 4 32 14 39 39 36 43 35 43 Taste Freshness Teeth Protection Assurance of Quality Value for Money 4.Brand Association 38 41 36 35 40 42 41 44 43 41 40 34 41 38 38 Name Logo Slogan Total 42 38 43 42 38 36 44 37 34
- 8. Brand Strength of Close Up Factor Max. Score Close Up Colgate Pepsodent Leadership 25 22 23 21 Stability 15 12 14 13 Market 10 8 9 7 Internationality 25 22 21 20 Trend 10 7 8 7 Support 10 8 7 8 Protection 5 4 4 4 Brand Strength 100 83 86 80
- 9. One Ad. of Close Up Video Analysis This Ad. • Freshness is associated with the ad • The product is clearly identified with the brand image of Close up which is confidence. • The jingle is the USP of the advertisement. The funny voice and the way the singer modulates the voice is attractive. • Lyrics of the background score are really catchy. • Mr. Bean is the main face of the ad • This ad was very popular as most of us was never used to get tired singing the song every time we saw the ad on the television.