Published by MBA Skool Team, Last Updated: February 06, 2021
Marketing Strategy of Close Up analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Close Up marketing mix, help the brand succeed.
Close Up marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Close Up Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Close Up Product Strategy:
The product strategy and mix in Close Up marketing strategy can be explained as follows:
Close up is one of the leading toothpaste brand in the world. The brand is positioned to target the youth segment. It has been the market leader in gel toothpaste for thirty years. The gel-based quality provide long term freshness and it has various variants like orange, lemon, menthol. Apart from toothpaste, other products available are toothbrush, mouthwash known as Close up cinnamon mouthwash with calcium. It is available in 16oz bottle. The toothbrush works as a tongue cleaner too and has a textured grip with soft bristles, having massaging gum. The wide range of products, which comes under the purview of Close up are Deep action red hot, Icy white winter blast, deep action menthol fresh, fire freeze original, Diamond attraction power white. Eucalyptus Mint, deep action lemon mint. The active ingredients of the product is Sodium Monofluorophosphate which makes the tooth resistant to decay and whitens it while the inactive Ingredients: Sorbitol.
Image: company website
Close Up Price/Pricing Strategy:
Below is the pricing strategy in Close Up marketing strategy:
The product is unique and has a pioneer advantage as when it was launched, it was one of its kind and is still leading the gel-based toothpaste market.
Unlike its competitors like Colgate, Aquafresh, Pepsodent, there was no white coating in the toothpaste. Thus, pricing the product requires consumer market evaluation. Competitors pricing, the affordability and desirability of the product. The cost of Red Close up toothpaste (75 ml) is Rs. 160 while Diamond attraction cost around Rs. 48. There are several promotional pricings as well where toothpastes are available at higher discounts or part of value packs. The costs get lower in bulk order too. The toothpaste is available through various online channels like Amazon, Apollo Pharmacy, Shoponn. The target segment for this brand is the youth and the upbeat, catchy taglines and Ads reinforces that idea. The overall market share comes second to Colgate.
Following is the distribution strategy in the Close Up marketing mix:
The parent company, Unilever, has more than 2700 stockists and thus, Close up gets distributed globally. It is present in countries like Philippines, Sri Lanka, Indonesia, US. It mostly present in semi urban and urban areas, small stores and big outlets like Big bazar.
It has an extensive distribution policy and digitally, it is sold through third parties like amazon, Flipkart.
Close Up Promotion & Advertising Strategy:
The promotional and advertising strategy in the Close Up marketing strategy is as follows:
There is a lifestyle appeal to the brand. The marketing strategies have been excellent and has been successful in drawing attention. Advertising campaigns with statement-oriented commercials, having taglines like “Tazgi Jo Pass Laye” and other youth centred advertisements. Unilever is a huge FMCG which also leverages, Close up to operate on a larger scale globally. The brand has done many celebrity endorsements too like Deepika Padukone, Kriti Sanon. To strengthen the brand visibility, there was competitions held by the company called Sangeet Muqabala. It has also been associated with Indian music show Antakhsari. IT has sponsorships with various television serials and shows. Hence this completes the marketing mix of Close up.
About Close Up:
Close up is a brand of toothpaste. It is a subsidiary of Unilever and related to oral hygiene and health care. It was launched in 1967 and licensed since 2003 for North America to Church and Dwight.
Close up was a pioneer in the field of gel toothpaste and the brand is known for being upbeat and young at heart. Beyond India, it is present in Philippines, Sri Lanka, Indonesia.
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.
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