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Close Up SWOT Analysis

Published in FMCG category by MBA Skool Team Last Updated: April 05, 2024Reading time:

Here is a detailed SWOT analysis of Close Up covering strengths, weaknesses, opportunities and threats.

Close Up Strengths

  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

Above are the strengths in the SWOT Analysis of Close Up. The strengths of Close Up looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Close Up Weaknesses

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

These were the weaknesses in the Close Up SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Close Up 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

Above we covered the opportunities in Close Up SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Close Up

Close Up 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

The threats in the SWOT Analysis of Close Up are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Close Up SWOT analysis.

About Close Up

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Close Up Overview
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 Market

Urban population specially the youth


Toothpaste that is also a mouthwash for fresh breath

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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