LAUNCHED AND MARKETED BY

75-TWINKLE CHHADWA77-VAIBHAV ROKADE79-VINIT PIMPUTKAR81-VIRAJ SHAH83-YASH SHETH

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.

MEN’S GROOMING INDUSTRY PIE CHART

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.

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 81%

non- user19%

User /non -user of facewash

Which brand do you use?

59%

12%

6%

6%

6% 6%6%

Brands used by MenGarnier Nivea Neutrogena Amway Pears Clean and ClearLoreal

What do you prefer?

herbalcosmetic

15

6

preference

Are you satisfied with your product you are using?

94%

6%

people satisfied by their proucts

yes no

Closeup is launching new face wash in categories-

aloe veraafter shave

smoothing

9

8

4

Preferred type of facewash

Will you buy any of the above facewash?

yes no may be

10

1

10

People who all are ready to buy Close up Face wash

INTRODUCING

CLOSE-UP FACEWASH

FOR

MEN

CLOSE UP

CLOSE UP

“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.

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.

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.

SWOT ANALYSISSTRENGTHS• 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

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

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 .

PRODUCT• Potential product- different skin types, like for dry skin,

oily skin and for sensitive skin.• Product Classification- o 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 gmsb) Mini tube-50 gmsc) Tube- 100 gmsd) Bottle-200 gms

PRICE Pricing Strategy of Closeup Face wash:• Penetration Pricing

AFTERSHAVE +OIL CONTROL FACE WASH

SMOOTHENING AND MOISTURISING

ALOEVERA AND LEMON EXTRACTS

A)SACHET-10 GMS

Rs. 15 Rs. 15 Rs.25

B)MINI TUBE-50 GMS

Rs. 40 Rs.40 Rs.60

B)TUBE-100GMS- Rs. 80 Rs.80 Rs.100

C)BOTTLE-200 GMS-

Rs. 170 Rs.170 Rs. 200

QUANTITY

TYPE

PLACE

All major cites and towns of india• Drug stores• Cosmetic shops• Beauty saloons• Retail stores• MallsDISTRIBUTION STRATEGY• Introduction of smaller packs

DISTRIBUTION CHANNEL OF HUL

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.

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.

PROMOTION BUDGET

Print ads-

TOI-half (front )page- Rs. 15,545,681 (tier1)• Quarter(any page) - Rs. 1,106,400 (tier 2 )

CITY TIMES-half (front page)- Rs. 11,020,763 (tier 1)• Quarter (any page)- Rs. 3,359,276 (tier2)

REGIONAL NEWSPAPERS-approx cost- Rs.40lacs

MAGAZINES- • Filmfare - (full page)-4.5 lacs• Mens health magazine-4lac• Total- Rs.17,57,82,120

PROMOTION BUDGET

• OUTDOOR- hoardings billboards on prime locations .Approx Rs. 1.50cr

• ONLINE- Approx Rs. 5 lac• SPONSORSHIPS- beauty shows, reality shows,

fests etc. Approx 2cr.• RADIO- 93.5red FM, 104.8, 92.7 etc in metros-

approx-12 lacs • Total- Rs. 3.67cr

PROMOTION BUDGETTv ads-

channels 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 lacsStar 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

STP MODEL

1. SEGMENTION

• Geographic- urban, semi -urban

• Demographics- age ,sex, occupation ,lifecycle,social class

• Behavioral- occassion, user status, attitudes towards the product

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

CONCLUSION

• FOLLOWING THE ABOVE STRATEGIES WE HOPE TO MEET OUR TARGETS AND BE A SUCCESFULL BRAND.

THANK YOU