Close Up SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Close Up analyses the brand by its strengths, weaknesses, opportunities & threats. In Close Up SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Close Up to benchmark its business & performance as compared to the competitors. Close Up is one of the leading brands in the FMCG sector.

The table below lists the Close Up SWOT (Strengths, Weaknesses, Opportunities, Threats), top Close Up competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Close Up SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Close Up Brand Analysis
Parent Company

HUL (Unilever)


Personal Care – Toothpaste



Tagline/ Slogan

Taazgi Jo Paas Laye


Close Up is synonymous with 'Freshness' that gives a confidence to get close to someone you love.

Close Up STP

Gel Toothpaste – Alternative to White Toothpaste

Target Group

Urban population specially the youth


Toothpaste that is also a mouthwash for fresh breath

SWOT Analysis of Close Up
Close Up Strengths

Below are the Strengths in the SWOT Analysis of Close Up:

1. First gel toothpaste in India – launched in 1980
2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing
3. Market leader in the gel-segment for almost 3 decades
4. Excellent advertising and branding

Close Up Weaknesses

Here are the weaknesses in the Close Up SWOT Analysis:

1.  Popular only in Urban Areas
2.  Range contains only gel based toothpastes, no option like 2 in 1 or cream based

Close Up Opportunities

Following are the Opportunities in Close Up SWOT Analysis:

1.India's 1st singing contest 'Close-UpSangeetMuqabala' on Radio and 'Close-Up Antakshari' on TV.
2. First mover of the gel paste segment
3. Strong positioning in the segment of 2 in 1 toothpaste

Close Up Threats

The threats in the SWOT Analysis of Close Up are as mentioned:

1.  Many variants of toothpaste can be confusing for the consumer
2.Many people in rural India still clean their teeth with traditional products (neem twigs, salt, ash)
3. New entrants in the segment

Close Up Competition
Close Up Competitors

Below are the top 4 competitors of Close Up:


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Close Up. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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