Gourav Agrawal Sectin I Seat Number -63 11BSPHH010308

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History of close up Major players and their market share 4p’s of close up and their competitors Comparative study of close up Competitive advantage Suggestions

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It was indeed due to his effort we achieve success.ACKNOWLEDGEMENT I am thankful to god who gave me the strength to work on such a project and gain tremendous knowledge. he taught us and has been helpful.C. .K. With all due respect I would like to thank our instructor Dr.Prakash who has been a great influence on me through out the project and helped me with all the problems I encountered.



Today. It strongly appealed to who consumers liked the idea of toothpaste that could give them fresh breath. it also contains fluoride to help prevent cavities. At the same time it's a company that tries to act responsibly towards its communities and the environment. but it's always been right at the heart of our business. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory in 1958 and that is where the first manufacturing facility was developed. Unilever is one of the world's greatest consumer goods companies. Unilever Pakistan is a force to reckon with. the company contributes a significant proportion of the country's taxes. That's the Close-Up feeling. white teeth and.Introduction Our project report is based on the consumer behavior towards toothpaste. Its contribution to Pakistan's economic development cannot be overestimated. a little extra selfconfidence. A unique brand identity was developed. It provides a pool of well-trained and highly motivated manpower to other segments of the company and has introduced new and innovative technologies into the country. It employs a large number of local managers and workers. with Close-Up® positioned as the toothpaste that gives people confidence in those very "up close and personal" situations. In which we select the brand Close up that is the product of Unilever. the feeling of being your best! . Close-up is the first to combine toothpaste and mouthwash in one and not only freshens breath and whitens teeth. It is dedicated to great brands that help people look good. Unilever Pakistan Limited was established some fifty years ago in the then newly created Pakistan. subsequently. Now operating five factories at different locations around the country. It's a big ambition. The aim is to add vitality to life. feel good and get more out of life. Close-Up® debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste.

In 1975 Closeup was test marketed in select towns at a 43% price premium over Colgate. clear gels with coloured granules. Colgate was king – to the extent of being generic to the toothpaste category. In communication. Flavour variants (blue and green) for enhanced whiteness and fresh breath were introduced to keep the interest alive on fresher breath and whiter teeth. in a strategic move to increase the brand’s relevance credentials. a user/non-user format was employed. When he smiled a sparkle would appear on his teeth accompanied with a distinct ‘ting’ sound. the marriage of which was a red. there was ample space for creating pleasure benefits in this health-dominated scenario. The tests generated positive response and five years later. green gel with suspended oxygen bubbles. the brand was rolled out nationally. transparent gel. It was the first Toothpaste + Mouthwash product. with players like Cibaca. . Clearly. However these variants failed to excite the consumers enough to induce repeat purchase. where the protagonists enjoyed the dual benefits of fresh breath and shiny white teeth. The launch garnered a modest but promising share of 4%. This period also witnessed the creation of the most memorable audio-visual burrs – the protagonist’s self-check for breath freshness by blowing out ‘ha-ha’. The consumers were also assured of the do-goodness of the product when they saw a medicinal looking bottle pouring mouthwash into the gel. These variants again pushed the boundaries of visual discontinuity – attractive looking and great tasting pastes. Forhans. Promise and Signal. Family health brands were the order of the day.History In the early 1970s. Further. the brand projected a westernized up market urban imagery.

aspirational imagery for the brand that has remained strong over time. Closeup was the first gel toothpaste in Pakistan and the first toothpaste with mouthwash. This brand has remained singularly focused and clear: the red gel. of happy couples having fun together. When launched in the 1970s. shiny paste’ and people will say Closeup. Closeup appropriated the world of happy smiles. Its biggest achievement has been its ability to carve out a distinct. toothpaste tasted good – spicy clove and icy mouthwash.Achievements Closeup has truly been a challenger brand in the toothpaste market. bright red toothpaste. people had the option to brush with transparent. . Say ‘gel’ and people will say Closeup. Mention ‘red. the brand allowed people to get over their insecurity of bad breath and get closer to each other. young people. it also promised them the confidence to get up close to the person that mattered the most. This was based on a strong and relevant consumer insight that people are conscious of how their breath smells only when they are up close – especially with the opposite sex. Closeup didn’t just promise the young romantics fresher breath and whiter teeth. Closeup offered the cosmetic benefits of superior fresh breath and shiny white teeth. too. the confidence that’s eternally desirable amongst outward-looking people in a growing nation. Consistent communication in this genre helped create a distinct. close-ups of refreshing breath and overall. With the dual benefits of fresh breath and white teeth. While others offered cavity control and strong teeth. Closeup emancipated mornings from their boring white toothpaste routines. differentiated segment. shiny. For the first time. For the first time. Talk about ‘confidence. youth and romance’ and the answer is Close up again.

By delivering the desired oral state. emotional. Recent Developments This is a category characterized by low involvement. differentiated. While the product upholds the value of balancing pleasure and performance. . the brand endeavors to be the shot in the arm for a person’s self-confidence. young and old. large amounts of flirting between brands and family choice – which means that there’s just one tube for the whole family. energetic. where the high ground of the fresher breath benefit has been portrayed with the thought that when the Close up guy opens his mouth. the brand essentially aims at owning the cause of ‘empowerment’. the brand operates on the values of innovation and authenticity. magic begins to happen. Operating in the emotional arena of confidence. Lack of individual choice creates a big challenge for a brand that’s positioned on individual need.Brand Values Disruptive. The best advertisements ever on the brand. focused are Close-up’s signature qualities. This again is a melodious foot tapping advertisement that is on the lips of all.

While white pastes use calcium carbonate. 5. Close up Close up Close up Close up Close up Close up (Crystal with soft blue granules) (Lemmon mint) (Menthol chill) (Red hot) (White teeth fresh breath) (Milk Calcium nutrient) Price: Toothpaste 130 grams Close up (Crystal with soft blue granules) Close up (Lemmon mint) Close up (Menthol chill) Close up (Red hot) Close up (White teeth fresh breath) Rs 55 Rs 55 Rs 55 Rs 55 Rs 55 Quantity & Prices 75 grams Rs 35 Rs 35 Rs 35 Rs 35 Rs 35 30grams Rs 15 Rs 15 Rs 15 Rs 15 Rs 15 . 2. Close up is offering the following five types of toothpaste in market: 1. in the formulation – like flavours or actives. In a world of white pastes.MARKETING MIX Product: In an industry where technology has almost come to a stand still and toothpaste is just toothpaste. the one big strength of Closeup is its distinctive product. 4. 6. Silica is considered a more efficient abrasive and an ingredient that’s non-reactive to other elements. 3. Closeup gel uses silica as its base. Closeup owns the mind space of bright red gels.

teenagers. Promotion: For promotion of their products they use certain channels: • • • • TV advertisement Newspapers Magazines Radio…etc Closeup advertisements are much awaited for they paint a beautiful world of fun and youthfulness. • Mainly it appeals more to youngsters. .Place: • Close up is easily available at every retail store & super store. free of day-to-day worries. teenagers & old age. • Their target market is people of every age group including children. Closeup advertising is the all-song. all-dance.


This shows that most of our research is based on students age group between 15 years to 25 years. OCCUPATION 70 60 50 40 30 20 10 0 STUDENTS EMPLOYEES HOUSE WIVES OTHERS 63% questioners filled by students. The results are shown below with the help of graphs.10% by house wives and 5% by people related to different occupation.Market Analysis of Consumer Behavior toward Toothpastes We conducted the survey through questioners to analyze the market and consumer behavior towards toothpaste. . 22% by employees.

That shows Colgate is used 37%. Overall Colgate is the market leader in toothpastes and close up is the second largest brand consume in Karachi. . macleans is 17%. close up is 24%.DIFFERENT BRANDS OF TOOTH PASTE 40% 35% 30% 25% 20% 15% 10% 5% 0% Colgate Close up Macleans Sensodyne Forhans Others This graph depicts about the consumption of different toothpaste in the market.

8% employees and 4. 20. .2% house wives are using Close up. OCCUPATION 80% 70% 60% 50% 40% 30% 20% 10% 0% students employees house wives This shows the ratio that 75%students.Market Analysis for Close-up GENDER MALE 38% MALE FEMALE FEMALE 62% This diagram shows the consumption of Close up with respect to gender.

As the result shows 42% are brand conscious and 58% are not. Yes No No 4% Yes 96% . SATISFACTION This shows that 96% people are satisfied with the use of Close up.BRAND CONSCIOUSNESS Yes 42% No 58% Yes No This diagram is related to that how much persons are brand conscious towards Close up.

PRICE ANALYSIS price in terms of quality 100% 80% 60% 40% 20% 0% Fair & reasonable Expensive 83% people are saying in term of quality the prices of Close up are Fair and reasonable while 17% are saying it is Expensive. . QUALITY ANALYSIS Quality in terms of price 70% 60% 50% 40% 30% 20% 10% 0% Good Satisfactory Not satisfactory 67% people agreed that according to price the Quality of Close up is good. 29% saying it is satisfactory and 4% are saying it is not satisfied.

.CONSUMPTION PERIOD less than a year 25% 2 years 50% more than 2 years 25% This diagram shows that since how long people are using close up continuously. ATTRACTION MODES 41.60% own experience TV advertisement 50% 8.40% word of mouth This shows how people get attracted toward Close up.

• Unilever should review its marketing strategy to compete with its major competitors. • Close up is more used by females than males. • Close up should adopt some promotional offers as well. • Although close up is not the market leader but still people have very good image of it and it has the potential to become a Market leader. • Close up is more popular in youngsters like students. teenagers etc. • Close up is not the market leader in Karachi /Pakistan its because of not much promoted as Colgate. Recommendations: • As to lead the market it should be promoted more and more mainly through TV advertisement. • Close up is the second largest brand in Karachi consumed by different groups of people. .Recommendations and Findings After analyzing the market for consumption of Close up we find that.

whiter and brighter. ready to laugh . it also contains fluoride to help prevent cavities. . As you brush. . That's the Close-Up feeling. Close-Up gets your teeth cleaner.CONCLUSION From our market analysis of consumer behavior toward tooth paste we get the results that CLOSE UP is holding the second position in market after Colgate. Brushing your teeth at least twice a day is the best way to keep your teeth healthy and fresh. ready for anything! Close-up is the first to combine toothpaste and mouthwash in one and not only freshens breath and whitens teeth. Using Close-Up® gives you the confidence to be 'upclose and very personal' to that special person or people in your life Brushing with Close-Up starts with a blast of flavor that you can actually feel freshening your breath. so you're ready to smile. the feeling of being your best! .


000 (d) Other (specify) _____________ Are you brand conscious? (a) Yes You use it because of: (a) Quality (b) Price (c) media attraction (b) No (d) I am brand conscious . which only take 3 minutes of your time. Name: Gender: (a) Male Age: (a) 15-25 (d) 45-55 Occupation: (a) Student (b) housewife (c) employee (b) 25-35 (e) 55 above (c) 35-45 (b) Female ______________________________ (d) Other (specify) _____________ Your living Location (Area)________________ Your monthly income lies (a) Below 5000 (d) 15000-20000 Which toothpaste you use? (a) Close up (b) Colgate (c) MacLeans between: (b) 5000-10000 (e) above 20. We would like you to answer few questions.000 (c)10.ASALAM-O-ALIKUM. I am Taqdees Tahir with my group member Shahid and Huma.000-15. We are conducting a survey on consumer behavior toward toothpaste.

Are you satisfied with the use of it? (a) Yes If no. why? (a) High price (c) Not easily available What makes you to buy and consume it? (a) Quality (d) Availability Based on the quality what do you (a) Expensive (b) Price (e) Promotional offers think of price? (b) Fair and reasonable (c) Cheap (c) Taste (b) quality dose not meet your standard (b) No Based on the price what do you think of quality? (a) Good (b) satisfactory (c) not satisfactory Since how long you are using this brand? (a) Less then a year How you get attracted towards it? (a) T.V Advertisement (d) Own experience (b) Newspaper (c) word of mouth (b) 2 years (c) More then 2 years Thank you for giving your time .

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