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A BRAND MANAGEMENT (M406) PRESENTATION

PREPARED FOR

KHALED MAHMUD

ASSISTANT PROFESSORINSTITUTE OF BUSINESS ADMINISTRATION,

UNIVERSITY OF DHAKA

PREPARED BY

GROUP 8, BBA 21st

MD. DANIAL RAFI, ZR-27MUHTASIM SAROWAT RAYED, ZR-61

JOHAN AHMED, ZR-79MD. ABRAR NAKIB, ZR-115

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CLOSE-UP

01 02 03 04 05 06INDUSTRY OVERVIEW

THE BRAND REBRANDINGCONSUMER PERCEPTION

BRAND AUDIT

STRATEGY RECOMMENDATIONS

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INDUSTRY OVERVIEW

34%

PEPSODENT

31%

CLOSE-UP

15%

COLGATE

15%

MEDI-PLUS

5%

OTHERS

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INDUSTRY OVERVIEW

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-1

-1

1

HERBAL

ANTI-CAVITY

MEDICINAL

TASTE

PRICE

MOUTH WASH

CLEANLINESS

CLOSE-UPPEPSODENT

SENSODYNE

MESWAK

COLGATE

MEDI-PLUS

AM-PM

KEYA ACTIVE

Traditionally, Close-Up has had an unique positioning as a mouth freshening toothpaste.

It is the leader of the gel toothpaste sub-segment with 96% market share.

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INDUSTRY OVERVIEW

THREAT OF NEW ENTRANTS

BARGAINING POWER OF BUYERS

BARGAINING POWER OF SUPPLIERS

THREAT OF SUBSTITUTION

EXTENT OF COMPETITIVE RIVALRY

HIGH HIGH

LOW

MODERATE MODERATE

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THE BRAND

20 Brands

Market Leader in 7Categories

Reaches 98%of all households

A Heritage of 50 Years

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THE BRAND

Focus on Freshness instead of Protection

‘Kache Esho’-Most Famous

Tagline

Emotion Based

Approach in Promotion

Fun, Active Brand

Personality

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THE BRAND

GEOGRAPHICSEGMENTATIONMostly urban and semi-urban youth

(satchets and smaller packets pushed more in

rural areas)

AGE GROUPSPrimarily Young Adults (18-25)

INCOME SEGMENTATION

Lower income class to middle class

OCCUPATIONUndergrad Students, Young Professionals

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THE BRAND

PRODUCTDeep Action Mouth

Wash Gel Toothpaste (3 Flavor Variants)

PRICE85 BDT for 145 gm

packet

PLACEAvailable at retail and super stores

PROMOTIONMain focus is TVCs, then print ads, billboards, social media. RDCs for rural areas

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REBRANDING

“Edgy, cool, vibrant, and bolder!”

OLD NEW

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REBRANDING

OLD NEW

More emphasis on confidence in romantic pursuits.

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CONSUMER PERCEPTION

CUSTOMERS85 Respondents

RETAILERS20 Respondents

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CONSUMER PERCEPTION

1

Highest selling brand varies from

area to area

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In smaller shops and lower income

areas, people prefersmaller packs and

satchets3

People in higher income areas preferpricier brands such

as Sensodyne

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CONSUMER PERCEPTION

4.154.67

4.22

FRESHNESS CLEANLINESS GERM PROTECTION

Close Up is at an disadvantage since ‘Fresh Breath’ is one of its core brand elements.

How Important Are the Following Factors For You in a Toothpaste?

(Rank Out of 5)

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CONSUMER PERCEPTION

34%

53%

3%8%

Personal preference

Preference of parents

Preferences of younger members in the family

Preferences of older members in the family

Main Deciding Factor in

Toothpaste Purchase

5%

87%

3% 5%

Myself

Parents

Domestic Worker

Other Family Members

Who Makes the

Purchase?

Promotion directedexclusively at theyouth may not be aseffective as it maynot have much swayon parents.

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CONSUMER PERCEPTION

Almost all of our respondents know of Close-Up and have tried it at least once.

PE

PS

OD

EN

T

98% 95% 95% 94% 62% 62% 53%

CL

OS

E-U

P

CO

LG

AT

E

SE

NS

OD

YN

E

DA

BU

R

ME

SW

AK

WH

ITE

PL

US

ME

DI

PL

US

Which of the following toothpaste brands are you familiar with?

PE

PS

OD

EN

T

98% 97% 97% 84% 45% 43% 41%

CL

OS

E-U

P

CO

LG

AT

E

SE

NS

OD

YN

E

DA

BU

R

ME

SW

AK

WH

ITE

PL

US

ME

DI

PL

US

Which of these toothpaste brands have you used at least once?

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CONSUMER PERCEPTION

Respondents are also highly aware of Close-Up’s marketing activities, especially TVCS and Kache Ashar Golpo.

How aware are of you Close Up's Marketing Activities in the Following

Mediums?

How aware are of you Kache Ashar Golpo?

(Rank out of 5)

3.86 2.8 3.03 2.02 3.2 1.91 3.81T

V A

DS

NE

WS

PA

PE

RS

AN

D

MA

GA

ZIN

ES

SO

CIA

L

ME

DIA

LO

CA

L

WE

BS

ITE

S

BIL

LB

OA

RD

S

RA

DIO

SP

ON

SO

RE

D

DR

AM

AS

/C

OM

PE

TIT

ION

S

64% 63% 47% 29%

SE

EN

TH

E

TV

CS

AN

D

PR

INT

AD

S

SE

EN

TH

E F

B

PO

ST

S

SE

EN

TH

E

NA

TO

KS

AN

D

TE

LE

FIL

MS

ON

LY

H

EA

RD

OF

T

HE

NA

ME

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CONSUMER PERCEPTION

Close-Up is seen as ‘good but not great’ in comparison to germ-protection oriented brands such as Colgate and Sensodyne. Furthermore, as many are dissatisfied with the

marketing campaign as those who are highly satisfied with it.

Average Rankings of the Toothpaste Brands

(Rank out of 10)

7.49 7.06 7.67 7.59 4.72 3.78 4.2

PE

PS

OD

EN

T

CL

OS

E-U

P

CO

LG

AT

E

SE

NS

OD

YN

E

DA

BU

R

ME

SW

AK

WH

ITE

PL

US

ME

DI

PL

US

Overall how satisfied are you with Close Up's marketing activities?

(Rank out of 10)

2% 8% 24% 17% 13% 21% 9%

10 9 8 7 6 5 LESS THAN 5

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CONSUMER PERCEPTION

Fresh Breath

Smiles

Couples

White Teeth

Colorful

Youth

Others

What First Comes to Your Mind when you think about Close Up?

Healthy

White Teeth

Colorful

Good Morning

Confidence

Others

Which of these elements do you think Close Up is weakest in?

Current promotion strategy reinforces strongest brand

association (fresh breath) but does not

address weakest associations

(healthiness and white teeth)

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BRAND AUDIT

RESONANCE

JUDGEMENTS FEELINGS

PERFORMANCE IMAGERY

SALIENCE

HIGH SALIENCE

LOW RESONANCE

Current promotion strategy use emotion based approach.

Focus is on Brand Imagery (Colors, Fresh Breath) and Brand Feelings (Bringing Couples Together).

However customers use logic based approach.

Close Up suffers inBrand Performance (not

as healthy as others) and Brand Judgement (thus not as good as Pepsodent,

Colgate and Sensodyne).

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STRATEGY RECOMMENDATIONS

OLD NEW

Over the years, Pepsodent and other germ protection focused brands such as Colgate have slowly integrated Close Up’s mouthwash aspect into their products and also spiced up their packaging

and taste.

For our new strategies we have to be be careful not to cannibalize Pepsodent’s market share so we cannot launch a direct counter-attack. Rather Close-Up can act as a flanker brand to Pepsodent.

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STRATEGY RECOMMENDATIONS

01

New Promotional Campaign Focusing on Adventure

“Get Closer. Get Out. Be Bold.” Promote Close Up as a product that keeps young people both fresh and healthy in their active lives.

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Higher Priced Variant Focusing on Healthiness

Low price has very little advantage; the higher priced the product, the more valuable it is seen in high income areas.

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Expanded Focus on Teens (13-16)

Targeting future young adults early will help

build stronger resonance.

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Address Parents in Promotion

Influencing parents will significantly affect

purchase decision and brand preference.

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STRATEGY RECOMMENDATIONS

RISK RETURN

Brand dilutionFlanker brand that

attacks Pepsodent’scompetitors

Cost of new promotional

campaign

Risk of Cannibalizing Pepsodent’s

Market Share

Greater brand resonance through

combined emphasis on

freshness healthiness

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