Close Up SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

HUL (Unilever)

Personal Care – Toothpaste

FMCG

Taazgi Jo Paas Laye

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

Gel Toothpaste – Alternative to White Toothpaste

Urban population specially the youth

Toothpaste that is also a mouthwash for fresh breath

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

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

Below are the top 4 Close Up competitors:

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