MARKETING MANAGEMENT II

Product & Brand Analysis

PRESENTED BY GROUP 6

Abhishek Bansal 230102098

V.L.K. Chaitanya 230101348
Divij Chawla 230101070
Khyati Kathuria 230103104
Mansi V. Langiwar 230101117
Vansh Maheshwari 230101224
COMPETITORS
The competitors of CloseUp vary regionally
and also dependant on Market segment

Colgate P&G Dabur

Colgate Max Fresh Oral-B Dabur Red Gel

Colgate Max Fresh Menthol

Crest Babool
NEEDS ADDRESSED
CloseUp aims to satisfy both the Functional and Emotional needs of it’s consumers

Functional Needs Emotional Needs

Cleaning and Freshening Confidence and Attractiveness

Being a toothpaste, its primary need would be to clean teeth and

remove plaque while providing a fresh breath with it’s unique blend of High emphasis on emotional benefits of fresh breath and good smile.
flavours. There by positioning itself as a product that boost confident and
improves attraction towards the user.

Whitening Youthful Identity

Variants like CloseUp Everfresh and CloseUp Diamond Attraction were Targets young adults, associating the brand with excitement,
launched to cater specifically to this need. adventure and social acceptance.

Protection Self-Expression
CloseUp emphasizes less Flouride contents in its toothpaste, A variety of flavours and formats enable consumers to choose
highlighting enamel protection and protection against Cavities. options that align with their personality and preferences.

Additional Needs
Convenience and Affordability Sensory Experience

Available in various sizes and various price ranges to suit Gel texture paired up with the cooling sensation
the needs of the consumer caused by using extensive flavours is found
pleasing by a few consumers.

Dual-gel
Formula
A unique Dual-gel Formula
Combining Toothpaste &
Mouthwash for effective
Cleaning & Long Lasting
Freshness
Youth Centric
Branding &
Innovation
Positioned as a Dynamic &
Youthful Brand ~ Resonating
with Yonger Audience
DIFFERENTIATORS
Affordability
Red Hot & & Vibrant
Sensation
Accessibility
Produces a Red-hot Affordable yet quality
Sensation while brushing ~ toothpaste. It competes
Leveraging Clove Oils & effectively with other
Menthol for an intense budget-friendly brands.
experience
Segment Variety of
Leadership Flavours
Leader in the Freshness Offers a wide range of
Segment flavors to cater to diverse
preferences. From menthol,
and lemon mint, to
cinnamon.
Bold Flavours Herbal &
Natural
Category
Colours
Irresistible with bold flavors, Competes with the likes of
vibrant colors, and a promise Dabur & Patanjali ~ Offers a
of 12-hour fresh breath – for stiff competition under the
the young at heart. Ved Shakti Portfolio.
Challenging Naturals
Detox Range
Conventions
Defied norms by targeting Offers a premium
the youth, emphasizing the Collection of 5 toothpastes
thrill, joy, and excitement of powered by natural
closeness, challenging ingredients.
conventional dental care
approaches.
 PRICING STRATEGY
Pricing Approaches
Pricing Range
VALUE BASED Closeup sets prices according to the perceived value and

10 to
benefits of the product for the customers ~ long-lasting
PRICING freshness, Gel-based Experience, etc. 500
Offers multiple pack sizes at different price points to cater to Product Variants
TIERED diverse budgets and purchase preferences. ~ Smaller tubes
PRICING (40g) are priced lower for affordability, while larger packs
(300g) offer economies of scale.

PROMOTIONS Actively leverages promotional pricing and bundle offers to boost

sales and attract new customers. Multi-pack discounts, freebies, and
& BUNDLING seasonal offers are common, particularly during festivals.
Red CloseUp White Diamond
Tooth Paste Attraction Attraction
Youth Segment ~ Focus on Unilever's economies
Upbeat and catchy Taglines of scale and efficient
TARGET
and Positioning.
LOW COST distribution network ~ Product Sizes
AUDIENCE ADVANTAGE enables affordable
Available in Retail + Online
prices and reach a
Stores like Amazon, Apollo
Pharmacy, etc. large customer base 25g to 900
g
 PRICING STRATEGY
SIMILARITIES AND
DIFFERENCES

Similarities:
Differences:
Value-based pricing: All Focus on affordability: Stronger focus Feature CloseUp Colgate Dabur Gel Oral-B
major brands emphasize the on affordability. Smaller sachet packs
benefits their toothpaste budget conscious consumers.
offers to justify their prices. Targeted segmentation: Targets Focus on
High Moderate Moderate Low
Tiered pricing: All offer niche segments with premium affordability

various pack sizes at variants like CloseUp Red Hot (for

different price points to cater smokers) and CloseUp Charcoal
Targeted
to diverse budgets. Nature White (for whitening). These High Moderate High Moderate
segmentation
variants are priced higher than their
Competitor analysis and
regular offerings.
parity: All brands monitor Channel-specific pricing: Slightly
competitor pricing and adjust higher prices in smaller kirana stores
Channel-specific
Yes Sometimes Sometimes Rarely
pricing
their own to remain compared to others. This is due to
competitive. factors like higher distribution costs
Promotional pricing and or margins offered to smaller retailers. Rural Market
High Moderate High Weak
bundles: All use discounts, Rural penetration: CloseUp's sachet Pricing
multi-pack offers, and packs are specifically designed for
seasonal deals to boost sales. rural markets, making them more
accessible than competitors.
 In departmental
Close Up Price stores value pack
Analysis were more
available

Every variant of Weight 25 gms 40 gms 80 gms 150 gms 300 gms

colgate is
CloseUp 9 Rs 18 Rs
present in the 60 Rs 150 Rs 230 Rs

supermarket.
Colgate 9 Rs 18 Rs 72 Rs 135 Rs 230 Rs
COMMUNICATION STRATEGY

COMMUNICATION OBJECTIVES COMMUNICATION MESSAGES DECIDING ON THE

COMMUNICATIONS MEDIA

Creating Awareness- Initially Advertisements - Their primary

Creating Awareness- Initially in
in order to create a foundation communication medium has
order to create a foundation for The communication message for
for brand equity close up came always been the advertisments
brand equity close up came with close up has been consistent
with the an Ad potraying the
the an Ad potraying the message throughout the years- a
message as - “Zarurat Sabhi Ki” Online and social media - Close up
as - “Zarurat Sabhi Ki” toothpaste which gives a fresh
breath as well as whitens the tooth also keeps carrying out online
Building Preferances - Then campaigns like Kiss to love,#Make
Building Preferances - Then came instilling a sense of confidence
came a series of advertisment your first move etc
a series of advertisment where the wherever one goes.
where the message changed to
message changed to “Kya Aap
“Kya Aap Closeup Krte hain” Packaging as a means of
Closeup Krte hain” By doing so they have been
successfull in clearly indicating the communication- Their unique
Inciting Action - The latest packaging also communicates an
Inciting Action - The latest series product attribute along with their
series of Ads “Paas Aao” have image to the buyers and delivers a
of Ads “Paas Aao” have been used messages
been used extensively in order strengthening image of the
extensively in order to target the
to target the youth population company
youth population

DIFFERENCES IN COMMUNICATION STRATEGY

COMPARED TO COMPETITORS
Events and Experiences - First move party Publicity - #Free to love
was organised by Close up in 2016 to campaign was organised to
specifically target the youth population show support for LBTQ
Close up insta smile videos where couples community as well as to gain
were sharing their experiences online. attention
Public Relations - Smile
contest
Dance revoution campaigns
were organised which are
completely different to what
other brands indulge in
COMMUNICATION STRATEGY

They maintain tranparency with respect

Informational Appeal - It includes
to the product where their website
the problem - solution ads product
specifically mentions about what is
demonstartion ads, with the
present in the product and the users are
audience being induced to use the
free to first check the content before
product
making the purchase decision

DEVELOPING THE CREATIVE

ADDITIONAL COMMUNICATIONS
APPROACH

Transformational Appeal - It focuses

Informational content is also regularly
on the type of person which uses a
posted on their websites as well as Insta
brand as well as the kind of
accounts to also improve attitude
experience a person has on using the
towards the brand
product
 CHANNEL
STRATEGY

Online International
Retail Distribution
Distribution Channels
employ international
Supermarkets, e-commerce channels like
amazon, blinkit
distribution channels to Marketing and
convenience stores ensure availability in various Advertising Channels
countries and regions

television, print media, and outdoor

advertising, as well as digital channels such
as social media, influencer marketing, and
online campaigns
Pharmacy Dental Partnerships
and Professionals and
Healthcare Sponsorships
Channels collaboration with dental partnerships or sponsorships
pharmacies and healthcare professionals and clinics to to increase brand visibility:
outlets recommend or sell their Dance Fiesta
products
CHANNEL STRATEGY (SIMILARITIES AND DIFFERENCES)

Channel Similarities Differences

Retail stores (Mom and Pop stores) Strong presence, focus on sachets and affordability Utilized, but less emphasis compared to CloseUp

Increasing focus, eye-catching displays, premium More balanced approach, often stronger presence
Modern Trade offerings in modern trade

E-commerce platforms, potentially larger online

Online Distribution E-commerce platforms, direct-to-consumer website
marketing budgets

Presence in pharmacies, stronger partnerships with

Pharmacy and Healthcare Presence in pharmacies
dental professionals

Adapting products, building partnerships, Wider global presence, established distribution

International Distribution leveraging brand recognition networks

More active engagement in educational programs

Dental Professionals Educational workshops, product samples
and product sampling

National partnerships, wider reach, focus on

Partnerships and Sponsors Local events, celebrities, community initiatives
Ayurvedic heritage (Dabur)
THANK YOU