2. LAUNCHED AND MARKETED BY
75-TWINKLE CHHADWA
77-VAIBHAV ROKADE
79-VINIT PIMPUTKAR
81-VIRAJ SHAH
83-YASH SHETH
3. 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.
5. 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.
6. 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%
7. Which brand do you use?
Brands used by Men
Garnier
Amway
Nivea
Pears
6%
6%
Neutrogena
Clean and Clear
6%
6%
6%
59%
11%
8. What do you prefer?
15
preference
6
herbal
cosmetic
9. Are you satisfied with your product you are
using?
people satisfied by their proucts
yes
no
6%
94%
10. Closeup is launching new face wash in
categoriesPreferred type of facewash
9
8
4
aloe vera
after shave
smoothing
11. 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
13. “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.
14. 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.
15. 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.
16. 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
17. 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
18. 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 .
19. 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
20. 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
21. PLACE
All major cites and towns of india
• Drug stores
• Cosmetic shops
• Beauty saloons
• Retail stores
• Malls
DISTRIBUTION STRATEGY
• Introduction of smaller packs
23. 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.
24. 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.
27. 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
28. STP MODEL
1. SEGMENTION
•
Geographic- urban, semi -urban
•
Demographics- age ,sex, occupation ,lifecycle,social
class
•
Behavioral- occassion, user status, attitudes
towards the product
29. 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
