Close Up SWOT Analysis, Competitors & USP

Close Up

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

Segment

Gel Toothpaste – Alternative to White Toothpaste

Target Group

Urban population specially the youth

Positioning

Toothpaste that is also a mouthwash for fresh breath

Close Up SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (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

Weaknesses

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

Opportunities

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

Threats

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

Competitors

Below are the 4 main Close Up competitors :

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