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Launch of Close Up Face Wash
1.
2. LAUNCHED AND MARKETED BY
75-TWINKLE CHHADWA
77-VAIBHAV ROKADE
79-VINIT PIMPUTKAR
81-VIRAJ SHAH
83-YASH SHETH
3. INDIAN MENâS FACE WASH INDUSTRY
⢠Today men believe that not just social acceptance
but also career success is linked to how a person
presents himself to the external world.
⢠Male grooming is now an Rs 2,500-crore market in
India.
⢠The category clocked 21% annual growth and is
expected to touch Rs 5,270-crore in the next three
years.
5. BRAND CLOSE UP
⢠Close-up is a brand of toothpaste which is marketed
by Unilever.
⢠Close-up, has been synonymous with 'Freshness' that
gives you the confidence in social interactions and
situations.
6. RESEARCH ANALYSIS AND SURVEY
1. Do you use a face wash?
⢠From 21 men surveyed 17 men use face wash while 4
don't use.
User /non -user of facewash
non- user
19%
user
81%
7. Which brand do you use?
Brands used by Men
Garnier
Amway
Nivea
Pears
6%
6%
Neutrogena
Clean and Clear
6%
6%
6%
59%
11%
8. What do you prefer?
15
preference
6
herbal
cosmetic
9. Are you satisfied with your product you are
using?
people satisfied by their proucts
yes
no
6%
94%
10. Closeup is launching new face wash in
categoriesPreferred type of facewash
9
8
4
aloe vera
after shave
smoothing
11. Will you buy any of the above
facewash?
People who all are ready to buy Close up Face wash
10
10
1
yes
no
may be
13. âSECRET TO A MENâS BEAUTYâ
⢠With this product we aim to become one stop
solution to all men skin problems.
⢠Our product is positioned at reducing all youth
problems like acne, oily skin, dull skin and battling
blemishes.
⢠Close upâs mission is to come up with a price that can
satisfy the need of both types of customers with
maintaining its brand.
14. BUSINESS OBJECTIVE
⢠Un matched quality and affordable price
⢠Close up mission is to capture the Indian face wash
market share by more than 18%in the next 3 years by
using its quality and pricing strategy.
⢠Our ultimate mission is to provide a good quality face
wash to its target customers with a fairly competitive
price than its competitors.
15. COMPETITORS
⢠Like Ponds, L'Oreal, Garnier and Lakme etc are competing at the upper
(premium) segment
⢠Ayur, clean and clear, Himalaya etc are competing at the lower segment.
16. SWOT ANALYSIS
ďąSTRENGTHS
⢠Strong market research
⢠Many variants (After shave, Alovera, Lemon Skin
Smoothening, Oil Control)
⢠Strong sales and distribution network backed by HUL
⢠Strong brand image
⢠Mass appeal/Market presence all segments
ďąWEAKNESS
⢠Mainly positioned as toothpaste
⢠Brand Recognition of Close Up as âFace Washâ
⢠Many Competitor
17. SWOT ANALYSIS
ďąOPPORTUNITIES
⢠Beauty segments compounded annual growth rate
(CAGR) is very high
⢠Not many men face wash products in the market.
⢠Higher growth opportunity by capturing Facewash
market.
ďąTHREATS
⢠High internal competition.
⢠New entrants
18. MARKETING MIX (4 Pâs)
ďą PRODUCT
⢠Features-like fragrance, after shave, oil
control, smooth, long lasting experience, shine on
the skin etc. It will be in a cream based, and gel
based.
⢠Core benefit-easy to use, feel fresh for the longer
time, improves the confidence.
⢠Augmented product- skin glow and shine .
19. PRODUCT
⢠Potential product- different skin types, like for dry
skin, oily skin and for sensitive skin.
⢠Product Classificationo After shave + oil control Facewash (oily skin type)
o Smoothning +moisturising face wash (dry skin type)
o Aloevera +lemon facewash (sensitive skin)
⢠Product Differentiation Form:
a) Sachet -10 gms
b) Mini tube-50 gms
c) Tube- 100 gms
d) Bottle-200 gms
20. PRICE
ďą Pricing Strategy of Closeup Face wash:
⢠Penetration Pricing
AFTERSHAVE +OIL SMOOTHENING
CONTROL
FACE AND
WASH
MOISTURISING
ALOEVERA
AND
LEMON EXTRACTS
A)SACHET-10
GMS
B)MINI TUBE-50
GMS
B)TUBE-100GMS-
Rs. 15
Rs. 15
Rs.25
Rs. 40
Rs.40
Rs.60
Rs. 80
Rs.80
Rs.100
C)BOTTLE-200
GMS-
Rs. 170
Rs.170
Rs. 200
TYPE
QUANTITY
21. PLACE
All major cites and towns of india
⢠Drug stores
⢠Cosmetic shops
⢠Beauty saloons
⢠Retail stores
⢠Malls
ďąDISTRIBUTION STRATEGY
⢠Introduction of smaller packs
23. PROMOTION
ďąADVERTISING⢠With a right mix of tv ,print and online strategies will be
employed. A 60:30:10 will be given for an effective reach to
the audience.
1. Social Media (Creating the Buzz)â˘
Ad 1st on youtube , Facebook, Twitter ,online stores, Search
word optimisation
2. Print- (after 1 week)
â˘
â˘
The Times of India and Bombay Times, regional newspaper
Filmfare magazine, menâs health magazine.
24. PROMOTION
3. TV Campaignâ˘
â˘
ads for 20 seconds, every 3 hrs.
Star tv, sony, zee, sab, news channels, sports channel,music
channels.
4. Sponsorshipsâ˘
Fashion week, Reality shows, college fests
5. Sales Promotionâ˘
Facewash sachets with closeup toothpaste to our customers
6. Outdoorâ˘
Billboards and hoardings.
27. PROMOTION BUDGET
Tv adschannels
Frequency
(per day)
duration
period
Rates
Star plus, sab, zee, sony
7
20 sec
1 month
1cr
Mtv, channel v ,zoom
5
20 sec
1 month
57 lacs
Star world, AXN,
5
10 sec
15 days
45 lacs
Star sports,star
cricket,ten sports
7
20 sec
1 month
73 lacs
News channel
5
10 sec
1 month
15 lacs
TOTAL
2.90cr
TOTAL PROMOTON BUDGET-RS.24,14,82,120
28. STP MODEL
1. SEGMENTION
â˘
Geographic- urban, semi -urban
â˘
Demographics- age ,sex, occupation ,lifecycle,social
class
â˘
Behavioral- occassion, user status, attitudes
towards the product
29. ďąTARGETING
⢠Men in the age group of 15-40 years Urban and Semi- urban
markets.
⢠College going or professionals
ďąPOSITIONING
⢠Our positioning will emphasize on the triple benefits of
antiseptic After Shave, face wash and a Skin Smoothening
⢠Points of parity -cleansing action.
⢠Points of difference would be the unique antiseptic action