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 article 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).

About Close Up

Close Up Overview
Parent Company

HUL (Unilever)

Category

Personal Care – Toothpaste

Sector

FMCG

Tagline/ Slogan

Taazgi Jo Paas Laye

USP

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

Close Up STP
Segmentation

Gel Toothpaste – Alternative to White Toothpaste

Target Market

Urban population specially the youth

Positioning

Toothpaste that is also a mouthwash for fresh breath

SWOT Analysis of Close Up

For Close Up, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. Let us start the Close Up SWOT Analysis:

Close Up Strengths

The strengths of Close Up looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Close Up:

1.Colgate
2.Pepsodent
3.Aquafresh(Binaca)
4.Sach


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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