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Closeup

Close Up is a popular toothpaste brand in India that is marketed by Unilever. It was launched in 1967 as the first gel toothpaste in the world. Close Up targets youth and emphasizes white teeth, fresh breath, and confidence in its advertising. Its marketing strategies use popular stars and focus on themes that appeal to teens. Close Up has various product lines under its umbrella branding and its tagline is "Make your move". It has been the market leader in India for over 3 decades through strong branding, celebrity endorsements, and youth-focused marketing strategies.

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William Dsouza
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287 views

Closeup

Close Up is a popular toothpaste brand in India that is marketed by Unilever. It was launched in 1967 as the first gel toothpaste in the world. Close Up targets youth and emphasizes white teeth, fresh breath, and confidence in its advertising. Its marketing strategies use popular stars and focus on themes that appeal to teens. Close Up has various product lines under its umbrella branding and its tagline is "Make your move". It has been the market leader in India for over 3 decades through strong branding, celebrity endorsements, and youth-focused marketing strategies.

Uploaded by

William Dsouza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CLOSE UP

Introduction:
Close-up is a popular brand of toothpaste in India and is marketed by
Unilever. Unilever is a well FMCG company in Indian markets. It has
an experience of around 50 years and has the faith of millions of
people in India. Close-up is an important product through which
Unilever launched themselves as a leading company in India. Close-
up, launched in 1967, is said to be the first gel toothpaste in the
world. From the day of launch, it has been compared to ‘Freshness’
and has been targeted to the youth crowd. In 2003, Unilever sold the
licensing rights to Church & Dwight in United States and Canada. But,
in India the Unilever continues its sales and it has not failed to appeal
the youth crowd even today. The advertising campaigns of this
toothpaste are also very stylish and many famous stars have been
roped in to endorse this brand. It has been market leader in the
Indian markets for over 3 decades.

Umbrella branding:
 red hot deep action.
 menthol fresh deep action.
 fire freeze unique dual-colored toothpaste.
 oxyrush fresh attraction.
 arctic shock fresh attraction.
 diamond white attraction.

Tagline-“Make your move”.


Marketing Strategies:
Close-Up toothpaste targeted youth people and hence their
marketing strategies are youthful and trendy. Their advertisements
had lot of music and dance. Popular stars who appeal to the youth
crowd have been roped in the advertisements. The strategies
emphasized on white teeth, fresher breadth, no tooth decay, more
confidence to come close to their preferred sex, etc, and this was
exactly the characteristics of the toothpaste that teens demand. The
covers of the toothpaste had couples with bright smiles with white
teeth. This gave a fresh look to the brand. When we consider niche
market of people between 13 to 24 year old, Close-up continues to
be a leader in the market.

USP:
Close Up is synonymous with ‘Freshness’ that gives a confidence to
get close to someone you love.
Gel Toothpaste – Alternative to White Toothpaste
First mover of the gel paste segment. First gel toothpaste in India –
launched in 1980
The dual benefits (shiny white teeth & fresh breath) and a modern
ingredient (Mouthwash) makes it very appealing
Market leader in the gel-segment for almost 3 decades
Excellent advertising and branding
India’s 1st singing contest ‘Close-UpSangeetMuqabala’ on Radio and
‘Close-Up Antakshari’ on TV.
Strong positioning in the segment of 2 in 1 toothpaste
Brand equity in the strategy of Close up:
The brand has always positioned itself as young & vibrant. It has
been associated as a sponsor or co-sponsor with various realities
shows and serials globally.To reach out to the masses with its
branding appeal, the brand has been associated with various
celebrities like Shahrukh Khan, Ranveer Singh as a brand ambassador
in India.

Identifying brand elements:


1) Awareness:
Close up is oone of the leading brand, known across the world
for its oral care protection. Almost every person knows about it
and uses it because this brand was the first to move in the gel
based formula toothpaste. It has also captured about 60% of
the market share. It creates its brand awareness through its
strong marketing and communication with its target audience.
It has increased its investements in commercial advertisement,
trade spending, creative building of brand and promotions.
It has also sponsored many events so that customer will
remember the brand.

2) Association:
Closeup has associated itself with oral health care products for
consumers and to deliver its unique message they have
endorsed many popular celebrities to do its branding appeal.it
also sponsores many reality shows or serials for its promotion.it
also associates in providing products according to the social
class of customers like mega saver pack or toothpaste gel
sachets, it has associated its distribution through all types of
retailing whether it’s a kinara dukan or mega mart it offers
varied line of products. It also has a very strong tag line and
theme for their promotions that is targeting the youth with “
freshness’’ and “make your move” the characters show a sense
of confidence.

3) Loyalty:
Close up is successful inmaking a strong and loyal customer
base not only in india but also other parts of the world specially
amoungst its targeted market. Consumers are emotionally
attached to this brand because of the freshness its products
provides and also the dual benefits (shiny white teeth & fresh
breath) and a modern ingredient (Mouthwash) which a feature
consumers don’t want to lose.

4) Perceived Quality

This element is also a synonym for brand association because it


deals with the perception of customer towards its brand. Close
up offers variety of gel based toothpaste and has a very
suitable point of pricing where customer find it value for the
money. Closeup toothpastes like whitening teeth, herbals, fire
and ice etc. range of different umbrella brand with the
assurance of a good quality .the idea of freshness and
confidence have helped close up to position itself and maintain
its quality loyalty.

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