CONSUMER BUYING BEHAVIOUR

Close-up (a product of HUL LTD)

 PRODUCT CATEGORY
• 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 in the paste. A unique brand
identity was hence developed.

• It brought excitement and life into the rather boring

toothpaste category and helped the brand achieve record
sales and shares. One thing remains constant: Close-up is still
symbolized by attractive white smiles in every situation.
 COMPANY & COMPETITORS

The major players in the toothpaste Industry being Colgate

Palmolive and Hindustan Lever Limited and several minor players
like Balsara hygiene, Dabur etc.

Presently Colgate Dental Cream holds 52% of market share. HLL’s

Close up lies far behind with 23% of the existing market share. The
third player in the marketplace is Colgate Gel with 10.5% of the
market share. That leaves 14.5% market share for other Brands like 
Pepsodent, Promise, Babool, Cibaca, Neem, Vicco etc. The
toothpaste market Gel segment has already bagged 1/3rd portion
of it.
 SEGMENTATION

Company -Hindustan Lever Limited

Brand Name--Close Up
Marketed By--Hindustan Lever limited (HLL)
Product Range--Close Up (Red, Green, Blue) 
• 50 gm
• 100 gm
• 150 gm

To promote the youthful image it was the first brand in

India to launch the gel toothpaste and is credited to be
the creator of that segment.
• Segmenting Factor—Age (19-24yrs)
 TARGETING
• The target market being “Multi Brand Households”   With the re-
launch in 2004 Closeup promises to provide the benefit of ‘fresher
breath and stronger, whiter teeth’. In tune with the target segment of
youth .

• Target group of Close Up are people who want to be part of changing

and challenging world by having fresh breath confidence.
 POSITIONING
CLOSE UP
• First toothpaste in US to combine mouthwash and toothpaste
in one formula
• First gel toothpaste in the world
• The Fouride in Close Up called monofluorophospate, makes
the entire tooth structure more resistant to decay. It also
strengthens teeth, which aids in repairing early decay.
CONSUMER BUYING BEHAVIOUR STEPS
 Problem identification
Close Up was the first gel toothpaste to be launched in a paste
dominated market.
With a huge youth population that was bored stiff with the usual
white pastes – Close Up created a buzz with its funky advertising
and innovative product formulation. 

In 2005, Close-up was relaunched with a bang, packed with the

power of Vitamin Fluoride System – a powerful mixture with 25%
mouthwash, the perfect combination of ingredients for fresher
breath.
Information search
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
 POST PURCHASE EVALUATION
Habitual decision making Limited decision making Extended decision making

Habitual decision making Limited decision making Extended decision making

Problem recog. selective Internal Limited external Problem recog. generic

Information search Information search Information search

Limited external Internal Limited external External Internal

Alternative evaluation Alternative evaluation

Few attributes simple Many attributes
Decision rules few altern. Complex Decision rules

Purchase Purchase Purchase

Post purchase no Post purchase no Post purchase

dissonance limited Dissonance complex
Dissonance very evaluation
limited evaluation Evaluation.
~ THANKS ~