Close Up is a toothpaste brand owned by Unilever that was launched in Pakistan in the 1970s. It was the first toothpaste to combine toothpaste and mouthwash. The report analyzes consumer behavior and market share of toothpastes in Karachi, with a focus on Close Up. It finds that Colgate has the largest market share at 37%, while Close Up has 24% and is the second most consumed brand. Close Up appeals most to students and young people. While it has high satisfaction and quality, it could increase its market share by more promotional activities like Colgate.
Close Up_Brand Repositioning and Line ExtensionChristy Cyriac
The following deck was done as an exercise on Concept Development in our Account Planning class. The task was to reposition an FMCG brand in a way that you think would do wonders for the brand and also provide ideas for line extension while keeping the brand core same.
Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.
The document provides an analysis of the toothpaste industry in India. It discusses the key players in the industry including Colgate, HUL, and Dabur.
Colgate is the market leader with over 50% market share. It has a wide product portfolio and uses aggressive advertising. HUL produces Pepsodent and Close-Up toothpastes. It focuses on rural markets with affordable pricing and promotions. Dabur produces herbal toothpastes like Babool and Red and focuses on health-conscious consumers. It has a large portfolio of Ayurvedic products. The Indian toothpaste market is growing at 18% annually but per capita consumption is low at 85g.
The document discusses Sensodyne's integrated marketing communication campaign in India. It aimed to increase awareness of tooth sensitivity as a dental issue and position Sensodyne as the preferred brand for sensitive teeth relief. The campaign used various touchpoints like in-store demonstrations, print ads, TV commercials, dentist recommendations, and free samples. By educating consumers and emphasizing Sensodyne's clinical efficacy, the brand was able to gain a leadership position in the tooth sensitivity category in India.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
Colgate was the first company to sell toothpaste in collapsible tubes in 1896. It is now one of the largest consumer products companies in the world, selling its oral care, personal care, home care, and pet nutrition products in over 200 countries. Colgate offers a wide range of over 40 patented toothpastes under its brand, targeting issues like cavities, stains, gum disease, sensitivity, and whitening through formulations containing abrasives, fluoride, and other ingredients that fight bacteria. Its top-selling product line is Colgate Total, which promotes 12-hour protection against various oral health issues through multiple product variants.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
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.
Close Up_Brand Repositioning and Line ExtensionChristy Cyriac
The following deck was done as an exercise on Concept Development in our Account Planning class. The task was to reposition an FMCG brand in a way that you think would do wonders for the brand and also provide ideas for line extension while keeping the brand core same.
Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.
The document provides an analysis of the toothpaste industry in India. It discusses the key players in the industry including Colgate, HUL, and Dabur.
Colgate is the market leader with over 50% market share. It has a wide product portfolio and uses aggressive advertising. HUL produces Pepsodent and Close-Up toothpastes. It focuses on rural markets with affordable pricing and promotions. Dabur produces herbal toothpastes like Babool and Red and focuses on health-conscious consumers. It has a large portfolio of Ayurvedic products. The Indian toothpaste market is growing at 18% annually but per capita consumption is low at 85g.
The document discusses Sensodyne's integrated marketing communication campaign in India. It aimed to increase awareness of tooth sensitivity as a dental issue and position Sensodyne as the preferred brand for sensitive teeth relief. The campaign used various touchpoints like in-store demonstrations, print ads, TV commercials, dentist recommendations, and free samples. By educating consumers and emphasizing Sensodyne's clinical efficacy, the brand was able to gain a leadership position in the tooth sensitivity category in India.
This document is a dissertation report submitted by Shahadat Khan Pathan to Bhanu Priya on the topic of consumer behavior related to toothpaste, with a focus on the brand Close Up. It includes an acknowledgement, table of contents, executive summary, and sections on the history of Close Up, its achievements, brand values, marketing mix, market analysis of consumer behavior toward toothpastes and of Close Up specifically, recommendations and findings, and conclusion. The key findings are that Colgate is the market leader in toothpastes, Close Up holds the second position, and it could increase its market share through more promotion, especially TV advertisements, and promotional offers.
Colgate was the first company to sell toothpaste in collapsible tubes in 1896. It is now one of the largest consumer products companies in the world, selling its oral care, personal care, home care, and pet nutrition products in over 200 countries. Colgate offers a wide range of over 40 patented toothpastes under its brand, targeting issues like cavities, stains, gum disease, sensitivity, and whitening through formulations containing abrasives, fluoride, and other ingredients that fight bacteria. Its top-selling product line is Colgate Total, which promotes 12-hour protection against various oral health issues through multiple product variants.
The document discusses the target audiences, positioning, and value propositions of several toothpaste brands:
Colgate targets the whole toothpaste market and positions itself as providing decay protection, strong teeth, and fresher breath. Pepsodent targets kids and families and positions as providing long-lasting germ protection. Sensodyne targets those with dentine hypersensitivity and positions as providing 24/7 sensitivity protection in a niche premium market segment. Close-up targets youth and positions as providing freshness and confidence. Himalaya targets families interested in ayurvedic and herbal products and positions as an all-natural option that strengthens teeth and gums.
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.
This document discusses benefit segmentation for marketing different toothpaste brands as low involvement products. It identifies target demographics and psychographic characteristics for popular toothpaste brands like Sensodyne, Pepsodent G+, Close Up, Colgate, and Meswak. Benefits sought include low price, decay prevention, brightness, good flavor, gentler formula, fresh breath, and whiter teeth. Brand positioning is analyzed based on benefit sought, demographic traits, behavioral characteristics, and psychographic characteristics. Findings show Colgate, Pepsodent, and Close Up are commonly used, while consumer preferences are driven by cleaning power, habit, brand loyalty, taste, preventative qualities, and packaging attributes.
Pepsodent, a toothpaste brand introduced in India in 1993, is launching a dental insurance product in partnership with New India Assurance. The insurance will cover up to Rs. 1,000 of dental expenses for one year related to tooth extraction due to cavities or gum disease. It is available free with Pepsodent toothpaste tubes to build trust with customers and strengthen Pepsodent's positioning as a brand committed to oral hygiene and expense coverage for dental problems. The insurance launch aims to boost Pepsodent's market share against competitors like Colgate through an innovative marketing strategy.
The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment
ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
No1 brand recommended by dentist.´
Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
Marketing Mix Research on Unilever Close Up tooth pasteChristy Bandoh
The document discusses marketing mix research conducted on Close Up toothpaste in Ghana. It summarizes the 4Ps of marketing - product, price, place, and promotion. For Close Up, extensive market testing was done on concepts, products, communication and advertisements. The product line includes Red Hot, Cool Breeze, and Eucalyptus Mint flavors. Promotion is done through TV, radio, outdoor media, and social media. The target market is youth aged 18-25, but the recommendation is to expand to age 35.
This document outlines the marketing plan for TOOPR, a two-in-one toothpaste that contains two flavors in one tube. The plan details the product as a toothpaste with two nozzles containing different flavors at an affordable price. It presents the mission to provide customer satisfaction and innovation, and the vision to offer high quality products and become customers' first choice. It also analyzes the current toothpaste market and competitors' products, prices, and market shares. The marketing mix discusses the distribution channels, and promotion strategies including advertising on TV, newspapers, social media and billboards, as well as sales promotions, discounts, and direct marketing.
Presentation on Rural Marketing -ColgateSagar Sawant
We reached out to 6 million people from 20,000 villages in India by 1998. Colgate introduced the first toothpaste in a jar in 1873 and was founded in 1806 for soap and candle manufacturing. In 1896, they launched the first collapsible tubed toothpaste. They have targeted rural markets in India with affordable tooth powder and paste sachets, as well as dental checkup camps, reaching over 6 million people by 1998. Their people, processes, and packaging focus on raising oral healthcare awareness in rural areas through demonstrations and CSR activities.
This document provides an overview of Colgate-Palmolive's marketing strategies. Key points include:
1) Colgate focuses on strong retailer relationships and tailoring its product assortment and merchandising to each store.
2) Innovation is a key strategy across new product development, business processes, and marketing.
3) Colgate uses integrated marketing communications including traditional, digital, and promotional activities to connect with consumers.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
This document summarizes a group presentation for a marketing class on the toothpaste brand White Plus. It introduces the group members and provides an overview of the oral care industry and competitive landscape in Bangladesh. It then describes White Plus as a Bangladeshi brand that offers cavity protection, cleaning, and plaque removal. The group proposes rebranding White Plus with elements like brand name, category, character, positioning, products, and pricing. Promotional strategies are outlined to build brand salience through advertising, events, and celebrity endorsements. Ensuring product quality and customer satisfaction are discussed to achieve brand performance, imagery, and resonance.
- Colgate launched a new toothpaste brand called Active Salt to capitalize on the growing oral care market in India. Active Salt contains salt and minerals and was marketed as being beneficial for oral health.
- The brand was promoted through an impactful advertising campaign asking "Does your toothpaste have salt?" and showed how Active Salt could resolve dental issues. It was positioned as connecting to traditional oral care practices of using salt.
- Active Salt was priced competitively and distributed widely through Colgate's extensive network to pharmacies, general stores, and modern trade outlets to increase availability. Promotions targeted both consumers and retailers. The brand helped Colgate grow in line with category growth.
The document provides an overview of the Indian oral care market and Colgate's position and strategies within it. Some key points:
- Traditional oral care methods like neem sticks are still commonly used in India, with low toothpaste consumption and a shortage of dentists.
- Colgate and Hindustan Unilever dominate the organized toothpaste market with over 85% share.
- When faced with aggressive competition from cheaper local brands, Colgate launched its own cheaper brand, Colgate Cibaca, which gained 50% of the discount segment market share within a year.
- A history of Colgate is given, from its founding in 1806 selling soap and candles to becoming a global consumer
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document provides a summary of the history and profiles of Colgate and Pepsodent toothpaste brands. It discusses the origins and founding of each company dating back to the early 1800s. Key events in each company's history and expansion are outlined, such as Colgate introducing the first toothpaste in a collapsible tube in 1896 and Pepsodent being acquired by Unilever in 1944. The document also provides a SWOT analysis and comparison of the two leading toothpaste brands.
The document provides an overview of the toothbrush industry and Colgate Plus toothbrush. It discusses the objective of analyzing consumer attitudes, the toothbrush market, and Colgate Plus' position. It then covers Colgate's company profile and strategy to focus on expanding market penetration. Segmentation of the toothbrush market is described based on price, benefits, and consumer characteristics. Colgate Plus is targeted at the upper middle class and positioned as a premium product through distinctive design, packaging, and branding as a higher quality option from Colgate.
This document provides information about a marketing project report on the marketing strategies of Colgate toothpaste in India. It includes an introduction, company profile, product profiles of various Colgate toothpaste products, details of competitors, and research methodology. The project report aims to study Colgate's innovations in toothpaste products and the reasons for new product introductions. It discusses Colgate's diverse toothpaste line and competitive strategies in India.
Colgate's toothpaste brand Cibaca targets the lower price segment in India. It aims to maintain Colgate's leadership in the discount toothpaste category. Cibaca has grown to be the fourth largest toothpaste brand in India. It faces competition from regional brands that offer steep discounts. To further grow the brand, Cibaca must effectively communicate its value proposition to rural consumers who remain an untapped market. It can position itself as an affordable toothpaste that also offers flavors for freshness and oral health benefits. Cibaca's communication strategy involves advertising on local TV and print media, as well as conducting dental health camps in rural areas to generate awareness.
Meswak is a toothpaste brand launched in India in 1998 that uses extracts from the Meswak plant. It was later acquired by Dabur in 2005. Meswak targets health-conscious and religious consumers seeking natural oral care benefits. It faces competition from large brands like Colgate but positions itself as providing ancient wisdom with modern science in its formulation. Multiple studies have found Meswak extracts to have powerful antibacterial properties. Dabur Meswak toothpaste delivers complete oral care benefits through its Meswak extract formulation.
This document provides a project report on Colgate submitted for a Bachelor's degree. It includes an acknowledgements section thanking various professors and individuals for their guidance. It then provides a profile of Colgate including details about its founding, operations, management, finances, and business sectors. The report also gives a history of Colgate dating back to its founding in the 1800s and its evolution into a global consumer products company. It discusses Colgate's presence and market leadership in India as well.
La persona eligió la licencia Atribución-NoComercial-NoDerivadas (CC BY-NC-ND) porque requiere que se acredite al creador de la obra, prohíbe el uso comercial no autorizado y evita que otras obras se deriven de la obra original.
Rajnish Kumar is seeking a challenging position that allows for career and organizational development. He has worked as an officer for Alkem Laboratories Ltd since 2012, where he oversees manufacturing processes and quality control to maintain compliance. He has an M.Pharm from RK GITI and a B.Pharm from SHIATS, and seeks to improve productivity and quality.
This document discusses benefit segmentation for marketing different toothpaste brands as low involvement products. It identifies target demographics and psychographic characteristics for popular toothpaste brands like Sensodyne, Pepsodent G+, Close Up, Colgate, and Meswak. Benefits sought include low price, decay prevention, brightness, good flavor, gentler formula, fresh breath, and whiter teeth. Brand positioning is analyzed based on benefit sought, demographic traits, behavioral characteristics, and psychographic characteristics. Findings show Colgate, Pepsodent, and Close Up are commonly used, while consumer preferences are driven by cleaning power, habit, brand loyalty, taste, preventative qualities, and packaging attributes.
Pepsodent, a toothpaste brand introduced in India in 1993, is launching a dental insurance product in partnership with New India Assurance. The insurance will cover up to Rs. 1,000 of dental expenses for one year related to tooth extraction due to cavities or gum disease. It is available free with Pepsodent toothpaste tubes to build trust with customers and strengthen Pepsodent's positioning as a brand committed to oral hygiene and expense coverage for dental problems. The insurance launch aims to boost Pepsodent's market share against competitors like Colgate through an innovative marketing strategy.
The advertisement is a marketing tool which helps a company to let the people know about the product. The main purpose of the advertisement is to Create Awareness, Persuasion, Education, Information, Emotion, Brand Loyalty, Understanding, etc.
Colgate-Palmolive informs its customers about its new products as well as the product that is being used by the customers. Colgate-Palmolive persuades and convinces its new as well as old customers to purchase its
new product. Adopting a good promotional strategy Colgate has succeeded to retain its customers and image. By this Colgate strongly focuses on different promotional strategies i.e. mass selling, advertising, publicity and sale promotion etc. Colgate-Palmolive has proved itself as a keen observer of the market and the culture all around itself. Through the strong promotion by the media i.e. TV, radio, newspaper etc. It is rightly successful to capture the mass market. So, we can say that the Colgate is the product of mass selling. Colgate is not only using the traditional advertising media for its Promotion. However it is also using the electronic advertising media i.e. internet etc. Because a large number of people are using the internet. So, Colgate also advertises on the different websites with its required information for its customers and has a specific website to promote each Colgate product. Colgate also promotes its product by sales Promotion to attract its customers to use the product. Sometimes, Colgate introduces the product at low prices according to the quantity and to facilitate its customer. Which effect positively on the Colgate’s end customer or consumer. Colgate’s positive Promotion effect on the product as well as company. Which helps a lot to establish the product image as well as company image in the minds of customers. By using the idea of AIDA and IMC, Colgate’s promotional activity not only became strong but also helps to convincing the customers to adopt the product for using. So, we can say that the Colgate’s proper promotion makes new room in the market for establishment
ADVERTISEMENT: Its different products which are designed for different segments are targeted to the audience by highlighting its
features. Its common tagline for all products is-
No1 brand recommended by dentist.´
Sales promotion:-for rural market COLGATE uses VAN (van is a mobile promotion station having facilities for screen show, slide show and mike publicity.
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
Marketing Mix Research on Unilever Close Up tooth pasteChristy Bandoh
The document discusses marketing mix research conducted on Close Up toothpaste in Ghana. It summarizes the 4Ps of marketing - product, price, place, and promotion. For Close Up, extensive market testing was done on concepts, products, communication and advertisements. The product line includes Red Hot, Cool Breeze, and Eucalyptus Mint flavors. Promotion is done through TV, radio, outdoor media, and social media. The target market is youth aged 18-25, but the recommendation is to expand to age 35.
This document outlines the marketing plan for TOOPR, a two-in-one toothpaste that contains two flavors in one tube. The plan details the product as a toothpaste with two nozzles containing different flavors at an affordable price. It presents the mission to provide customer satisfaction and innovation, and the vision to offer high quality products and become customers' first choice. It also analyzes the current toothpaste market and competitors' products, prices, and market shares. The marketing mix discusses the distribution channels, and promotion strategies including advertising on TV, newspapers, social media and billboards, as well as sales promotions, discounts, and direct marketing.
Presentation on Rural Marketing -ColgateSagar Sawant
We reached out to 6 million people from 20,000 villages in India by 1998. Colgate introduced the first toothpaste in a jar in 1873 and was founded in 1806 for soap and candle manufacturing. In 1896, they launched the first collapsible tubed toothpaste. They have targeted rural markets in India with affordable tooth powder and paste sachets, as well as dental checkup camps, reaching over 6 million people by 1998. Their people, processes, and packaging focus on raising oral healthcare awareness in rural areas through demonstrations and CSR activities.
This document provides an overview of Colgate-Palmolive's marketing strategies. Key points include:
1) Colgate focuses on strong retailer relationships and tailoring its product assortment and merchandising to each store.
2) Innovation is a key strategy across new product development, business processes, and marketing.
3) Colgate uses integrated marketing communications including traditional, digital, and promotional activities to connect with consumers.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
This document summarizes a group presentation for a marketing class on the toothpaste brand White Plus. It introduces the group members and provides an overview of the oral care industry and competitive landscape in Bangladesh. It then describes White Plus as a Bangladeshi brand that offers cavity protection, cleaning, and plaque removal. The group proposes rebranding White Plus with elements like brand name, category, character, positioning, products, and pricing. Promotional strategies are outlined to build brand salience through advertising, events, and celebrity endorsements. Ensuring product quality and customer satisfaction are discussed to achieve brand performance, imagery, and resonance.
- Colgate launched a new toothpaste brand called Active Salt to capitalize on the growing oral care market in India. Active Salt contains salt and minerals and was marketed as being beneficial for oral health.
- The brand was promoted through an impactful advertising campaign asking "Does your toothpaste have salt?" and showed how Active Salt could resolve dental issues. It was positioned as connecting to traditional oral care practices of using salt.
- Active Salt was priced competitively and distributed widely through Colgate's extensive network to pharmacies, general stores, and modern trade outlets to increase availability. Promotions targeted both consumers and retailers. The brand helped Colgate grow in line with category growth.
The document provides an overview of the Indian oral care market and Colgate's position and strategies within it. Some key points:
- Traditional oral care methods like neem sticks are still commonly used in India, with low toothpaste consumption and a shortage of dentists.
- Colgate and Hindustan Unilever dominate the organized toothpaste market with over 85% share.
- When faced with aggressive competition from cheaper local brands, Colgate launched its own cheaper brand, Colgate Cibaca, which gained 50% of the discount segment market share within a year.
- A history of Colgate is given, from its founding in 1806 selling soap and candles to becoming a global consumer
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
This document provides a summary of the history and profiles of Colgate and Pepsodent toothpaste brands. It discusses the origins and founding of each company dating back to the early 1800s. Key events in each company's history and expansion are outlined, such as Colgate introducing the first toothpaste in a collapsible tube in 1896 and Pepsodent being acquired by Unilever in 1944. The document also provides a SWOT analysis and comparison of the two leading toothpaste brands.
The document provides an overview of the toothbrush industry and Colgate Plus toothbrush. It discusses the objective of analyzing consumer attitudes, the toothbrush market, and Colgate Plus' position. It then covers Colgate's company profile and strategy to focus on expanding market penetration. Segmentation of the toothbrush market is described based on price, benefits, and consumer characteristics. Colgate Plus is targeted at the upper middle class and positioned as a premium product through distinctive design, packaging, and branding as a higher quality option from Colgate.
This document provides information about a marketing project report on the marketing strategies of Colgate toothpaste in India. It includes an introduction, company profile, product profiles of various Colgate toothpaste products, details of competitors, and research methodology. The project report aims to study Colgate's innovations in toothpaste products and the reasons for new product introductions. It discusses Colgate's diverse toothpaste line and competitive strategies in India.
Colgate's toothpaste brand Cibaca targets the lower price segment in India. It aims to maintain Colgate's leadership in the discount toothpaste category. Cibaca has grown to be the fourth largest toothpaste brand in India. It faces competition from regional brands that offer steep discounts. To further grow the brand, Cibaca must effectively communicate its value proposition to rural consumers who remain an untapped market. It can position itself as an affordable toothpaste that also offers flavors for freshness and oral health benefits. Cibaca's communication strategy involves advertising on local TV and print media, as well as conducting dental health camps in rural areas to generate awareness.
Meswak is a toothpaste brand launched in India in 1998 that uses extracts from the Meswak plant. It was later acquired by Dabur in 2005. Meswak targets health-conscious and religious consumers seeking natural oral care benefits. It faces competition from large brands like Colgate but positions itself as providing ancient wisdom with modern science in its formulation. Multiple studies have found Meswak extracts to have powerful antibacterial properties. Dabur Meswak toothpaste delivers complete oral care benefits through its Meswak extract formulation.
This document provides a project report on Colgate submitted for a Bachelor's degree. It includes an acknowledgements section thanking various professors and individuals for their guidance. It then provides a profile of Colgate including details about its founding, operations, management, finances, and business sectors. The report also gives a history of Colgate dating back to its founding in the 1800s and its evolution into a global consumer products company. It discusses Colgate's presence and market leadership in India as well.
La persona eligió la licencia Atribución-NoComercial-NoDerivadas (CC BY-NC-ND) porque requiere que se acredite al creador de la obra, prohíbe el uso comercial no autorizado y evita que otras obras se deriven de la obra original.
Rajnish Kumar is seeking a challenging position that allows for career and organizational development. He has worked as an officer for Alkem Laboratories Ltd since 2012, where he oversees manufacturing processes and quality control to maintain compliance. He has an M.Pharm from RK GITI and a B.Pharm from SHIATS, and seeks to improve productivity and quality.
The SEAT 20V20 (meaning Vision 2020) delivers a clear vision of the brand’s future in the form of a powerful, exceptionally sporty SUV. The sculptural silhouette of this car reveals the systematic development of the Spanish carmaker’s seductive design language. The 20V20 reinvents the concept of an SUV and takes aesthetics and driving pleasure to the highest level in a car that redefines sportiness.
About Tripmart
The travel megastore
Tripmart offers the best rates on hotel booking on more than 460,000 properties in over 23000 cities world wide. Every month, thousands of users worldwide trust us as their primary website for hotel booking. Tripmart helps users find their ideal hotel and book it for the lowest possible rate. We give best value to our customers on hotel booking.
Tripmart guarantees the best prices for every type of property, from small family-run bed and breakfasts to executive apartments and five-star luxury suites. We offer real time bookable, live inventory of properties ranging from all categories of hotels, apartments, resorts and hostels for all types of travellers i.e. leisure and business.
Anthony Rachells, an African American employee, was laid off during a reduction in force at Cingular Wireless. He provided evidence that he consistently exceeded sales goals and received awards, but was laid off while less qualified white employees were retained. He also provided evidence of a discriminatory atmosphere at Cingular, including a supervisor who only associated with and promoted white employees and gave poor evaluations to minority employees. The court found this evidence of a discriminatory atmosphere could serve as evidence of individual discrimination against Rachells. It determined there was sufficient evidence that Cingular's stated reasons for laying off Rachells were pretextual.
O documento discute a importância da equipe pedagógica na escola, destacando que uma equipe forte e coesa é essencial para o sucesso dos alunos e o bom funcionamento da instituição.
This document is a questionnaire for a college magazine that asks respondents about their interests, what content they would like to see in the magazine, how much they would be willing to pay, design preferences, and some basic demographic information. It includes questions about preferred sections like film/TV news, music, sports, fashion, food/cooking, careers and more. It also asks about preferred name, color scheme, images, and type of magazine.
Connor McGoey has over 10 years of experience in industrial design, product development, and manufacturing. He holds a Bachelor's degree in Industrial Design and has worked in various roles from freelance design to technical supervision. His expertise includes CAD modeling, prototyping, and bringing ideas from concept to finished products. Currently, he is looking to contribute to product development and commercialization through design improvements that enhance quality, lower costs, and optimize production.
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Final report of square toiletries limitedkamrul_ict
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This document discusses marketing strategies for a new toothpaste brand called "CHAMAK 32C". It begins by introducing the group members working on the project. It then discusses various initial product ideas such as a bangal box business, loyalty testing service, and pet cafe, before settling on a toothpaste. It found consumers want a toothpaste that provides both dental relief and good taste. It then provides background on the oral care market and top brands like Colgate and Dabur. Company profiles of Colgate and Dabur are also included, outlining their history, financials, and product portfolio.
2. PROJECT REPORT ON CLOSE UP
SUBMITTED TO
Sir Waqas Manzoor Dar
SUBMITTED BY
Amir Sajjad 09040920-147
Kashif Shahzad 09040920-046
Umer Khan
COURSE
CONSUMER BEHAVIOR
MKT 404
3. ACKNOWLEDGEMENT
We are thankful to Almighty ALLAH 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 WAQAS MANZOOR DAR 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
First of all we are Thankful to Almighty Allah who give us strength and
ability to work and completed our project.
Our project is based on the consumer attitude and behavior for that we had
to conduct a survey through questioner.
We selected to conductsurvey 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 DURIA HASAN 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 rebranding of
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 Six types of toothpastein 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 softblue 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
0
10
20
30
40
50
60
70
STUDENTS
EMPLOYEES
HOUSE WIVES
OTHERS
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
Colgate
Close up
Macleans
Sensodyne
Forhans
Others
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%
FEMALE
62%
MALE
FEMALE
This diagram shows the consumption of Close up with respect to gender.
OCCUPATION
0%
10%
20%
30%
40%
50%
60%
70%
80%
students
employees
house wives
This shows the ratio that 75%students, 20.8% employees and 4.2% house wives are using
Close up.
16. BRAND CONSCIOUSNESS
Yes
42%
No
58%
Yes
No
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 satisfied with the use of Close up.
Yes
96%
No
4%
Yes
No
17. PRICE ANALYSIS
0%
20%
40%
60%
80%
100%
price in terms of quality
Fair &
reasonable
Expensive
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
0%
10%
20%
30%
40%
50%
60%
70%
Quality in terms of price
Good
Satisfactory
Not
satisfactory
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
25%
25%
50%
less
than a
year
2 years
more
than 2
years
This diagram shows that since how long people are using close up continuously.
ATTRACTION MODES
41.60%
8.40%
50%
own
experience
TV
advertisemen
t
word of
mouth
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. ASALAM-O-ALIKUM,
I am Amir Sajjad with my group member Kashif and Umer.
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