PRESENTATION ON 4P’S OF CLOSE UP TOOTHPASTE

BY:-GAURAV KUMAR MISHRASATISH TAYAL

MUKESH KUMARSOURAV AGARWAL

SAYANTAN DAS

Unlike the typical opaque, mint-flavored toothpaste of the time, 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.

INTRODUCTION

Couples with bright smiles in very "close" situations were featured on the packaging, and commercials depicted youthful adults

blowing kisses at each other.

Close-Up Toothpaste puckers up with some kissable statistics…

More than 2,200 men and women between the ages of 18 and 34 puckered up and participated in a nationwide survey, sponsored by the fine folks who make Close-Up toothpaste. Most men didn’t have their first kiss until they were between 16 and

18. American men will kiss approximately 24 women before getting

married. The average American woman was 14 years old when she

experienced her first romantic kiss. Women lock lips with an average of 17.5 men before settling down

in matrimony. Angelina Jolie and Johnny Depp are the Hollywood hotties

Americans most want to get in a lip lock. Both thespians were named the smooch of choice for 21 percent of the daydreamers.

The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers. Over the years, Close-Up briefly flirted with a few variations, from a green mint-flavored version to a trendy clear gel. First toothpaste in US to combine mouthwash and toothpaste in one formulaFirst gel toothpaste in the world.The Fluoride in Close Up called mono fluorophospate, makes the entire tooth structure more resistant to decay. It also strengthens teeth, which aids in repairing early decay before the damage can even be seen.

KEY FACTS

Industry size: Rs 25 billionToothpaste can be considered as a solution to the need of oral care Types of toothpastes:

Whites GelsHerbals

Players: MNC dominated market (Colgate, HLL)Market growth: 7-8% CAGRPer capita consumption: 82 grams

THE TOOTHPASTE MARKET

MARKET SHARE OF TOOTHPASTE

PRODUCT The Close-up franchise comprises Close-up Active Gel (red) with

Vitamin Fluoride System, the mother variant, and Close-up Lemon Mint, a transparent gel in a transparent tube and a window carton. Close-up Lemon Mint had been launched in 2002.

THE 4P’S OF CLOSE UP

PRODUCT RANGE

PRODUCT Quality: Close-up gel is the toothpaste for a super fresh mouth and shiny white

PRODUCT VARIETYClose-Up milk calcium: It is a new toothpaste which bring the revolution in the close up sales. It contains the goodness of milk calcium which is completely new thing, with white milk calcium nutrient on the inside and a refreshing blue gel on the outside. Close-Up active gel: It contains vitamin fluoride and gives three benefits of stronger teeth, whiter teeth and fresh breath. Close-Up lemon mint: Its major emphasis is on cleanliness of teeth. This was adapted to Indian taste and it uses same positioning of fresh breath and white teeth. Brand Name: Close Up – The Closer, the Better Everyone knows that being close is a fundamental human need. Each Close Up product, gives an individual the social confidence that one needs to get closer to others.

There are following features provided by Close up:1)Vitamin Fluoride System: - Gives Stronger teeth.2)Mouthwash: - Gives fresher breath.3)Micro Whiteners: - Remove yellow for shiny white teeth.

PACKAGINGThe Company has also upgraded the carton and tube packaging of the product so as to change the look and feel of the brand. The picture of a young couple which was earlier printed on the carton has now also been embossed on the laminated tube. This is to emphasize on the USP of the youth brand as one which delivers fresh breath that lasts longer.

PRICE

List price: 61 Rs. for 150 gm.

List price: 48 Rs. for Close Up active gel

The product is in the popular segment which is priced higher to only the economy segment and lowers than the gel and premium segments in the toothpaste market

PLACE

Channel The product is sold in retail outlets like Kirana stores, supermarkets,

medical shops etc. It is distributed through the supply chain of company distributor to wholesaler to retailer to final consumers.Coverage

HINDUSTAN Lever Ltd (HLL) is rejigging its oral care portfolio to arrive at a 50:50 sales turnover ratio between its rural and urban sales for its two toothpaste brands, Close up and Pepsodent. After removing Aim from its portfolio recently, the FMCG major plans to put all its additional resources behind its two power brands to divide its sales turnover equally between the urban and the rural markets.

The product is available in the all-India market, including semi-urban and rural markets which are their primary focus

PROMOTION

In a move that marks a first for an FMCG major, Hindustan Lever Ltd has opted for a novel consumer research ( Done by:Ogilvy & Mather India and Contract Advertising) initiative to select the right candidate to handle the Rs 60 crore advertising account of its flagship toothpaste brand Close-up. Close-up as a brand is targeted at the young at heart. Thus, in an effort to target a varied and diverse consumer group, the company has been using a variety of multi-media vehicles. So the account is no doubt a prestigious one in the industry.” As part of its promotional activities, HLL was hosting the popular ‘Close-up Antakshari’ programme on Zee TV in 2002.

PROMOTION

SALES PROMOTION The product is placed at just below eye-level at the stores surveyed. Place near payment counter is preferred by keeping in mind that it can promote the sales.

ADVERTISING Close Up ad jingle “Kya aap Close Up karte hai?” has promoted its sales on a larger scale. Internet is probably the only medium with the fastest turnaround time in terms of break through innovations. Starters, if one logged on to the Yahoo! India, Sify or India times portals, one founds a stunning in-your- face red page branded by the new Close Up. The home pages of these three websites were totally branded by the splashy new Close Up.

Close - Up has dominated the gel segment, but the

presence of Colgate still haunts...

Close-Up is positioned in a way in which no other toothpaste is positioned. It has broken all the rules and norms of toothpaste advertising ever since its launch in 1975, and taken the brand a leap forward in Indian market. It was the first brand to introduce gel toothpaste to the consumers and has led the gel segment ever since. Such was the power of the Close-Up bright red colour, its intelligent advertising and belligerent promotions that even market leader Colgate was forced to launch a gel variant. Its marketing initiatives include myriad tie-ups with high-profile programmes like Close-Up Antakshari, Harsha Ki Khoj and even movies, such as Kyun Ho Gaya Na. The highlight was the speed dating contest last year in association with Zoom Television

CONCLUSION

THANK YOU!!!

KEEP SMILING WITH CLOSE UP