Close Up SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 24451

SWOT analysis of Close Up analyses the brand/company with 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 and industry. Close Up is one of the leading brands in the FMCG sector. The table below also lists the top Close Up competitors and elaborates Close Up market segmentation, target group, positioning & Unique Selling Proposition (USP).

Close Up SWOT, Competitors, Marketing STP & 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

Close Up SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Close Up. Strengths are:

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


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


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


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

Below are the top 4 Close Up competitors:


The brandguide table above concludes the Close Up SWOT analysis along with its marketing and brand parameters.

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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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