1. Presented By:Kamal Kishor
Raja Solanki
Mithilesh Singh
Janisar Najish
PGDM 2012-14

2. Overview of Toothpaste Industry
Market Share of Toothpaste Industry
11%
14%
54%
21%
Colgate
HUL
Dabur
Others

3. Market Share of Gel Toothpaste
Anchor
4%
Others
13%
#REF!
HUL
46%
Dabur
12%
Colgate
25%

4. History of Close-Up
• Close up, the youth brand was the first gel toothpaste to
be launched in India in 1975 and has remained the
category leader since then.
• Close up was re-launched in 1988 with the proposition
of gel and mouthwash. The new look had brand
properties like offering good breathe, white teeth and
freshness.
• Close Up’s target audience has always been the youth
age group 15 to 35.

5. Brief of Close Up
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Parent CompanyHUL (Unilever)
CategoryPersonal Care – Toothpaste
Sector FMCG
Tagline/ SloganTaazgi Jo Paas Laye
USP
Close Up is synonymous with 'Freshness' that gives a confidence to get
close to someone you love.
STP
Segment
Gel Toothpaste – Alternative to White Toothpaste
Target Group
Urban population specially the youth
Positioning
Toothpaste that is also a mouthwash for fresh breath

6. Close Up Product Line
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Close Up Deep Action Icy white
Close Up Deep Action Icy White Winter
Close Up Deep Action Menthol Fresh
Close Up Deep Action Peppermint Splash
Close Up Deep Action Red Hot
Close Up Fire Freeze
Close Up White

7. Branding of Close Up
Brand
1.Brand Awareness
Close Up
Colgate
Pepsodent
Top of the Mind
2. Brand Loyalty
Switching Cost
Satisfaction
3. Perceived Quality
4
32
14
39
39
36
43
35
43
Taste
Freshness
Teeth Protection
Assurance of Quality
Value for Money
4.Brand Association
38
41
36
35
40
42
41
44
43
41
40
34
41
38
38
Name
Logo
Slogan
Total
42
38
43
42
38
36
44
37
34

8. Brand Strength of Close Up
Factor
Max. Score
Close Up
Colgate
Pepsodent
Leadership
25
22
23
21
Stability
15
12
14
13
Market
10
8
9
7
Internationality
25
22
21
20
Trend
10
7
8
7
Support
10
8
7
8
Protection
5
4
4
4
Brand Strength
100
83
86
80

9. One Ad. of Close Up
Video
Analysis This Ad.
• Freshness is associated with the ad
• The product is clearly identified with the brand image
of Close up which is confidence.
• The jingle is the USP of the advertisement. The funny
voice and the way the singer modulates the voice is
attractive.
• Lyrics of the background score are really catchy.
• Mr. Bean is the main face of the ad
• This ad was very popular as most of us was never
used to get tired singing the song every time we saw
the ad on the television.