Close Up
Close Up
Close Up
Mumbai, July 26: Hindustan Lever (HLL) has fired a "fresh" salvo targeted at increasing the
market share of its leading toothpaste gel brand "Close-Up" to 30 per cent in one year. Close-Up
has been relaunched as "Super Fresh Close-Up" with an added attribute of containing an anti-
bacterial agent along with an existent mouth wash.
The current market share of Close-Up is about 20 per cent in the Rs 1,000 crore toothpaste
market. The move to revitalise Close-Up comes after a gap of almost two years since the brand
was relaunched with the benefit of having a mouth wash, aimed at delivering fresh breath.
The previous relaunch led to a significant gain in market share for the brand, the company said.
However, the market share subsequently flattened to about 20 per cent.
``The idea behind the relaunch now is to give the brand a strong, improved functionality and
provide better delivery of fresh breath. With the added benefit of an anti-bacterial, the product is
now geared towards delivering the core benefit of freshness more effectively,'' said HLL general
manager - marketing (oral care) Mukul Deoras.
The new advertising campaign for the new Super Fresh Close-Up is soon breaking in all media.
The company has also upgraded the carton and tube packaging of the product so as to change the
look and feel of the brand. The picture of a young couple which was earlier printed on the carton
has now also been embossed on the laminated tube. ``This is to emphasise on the USP of the
youth brand as one which delivers fresh breath that lasts longer,'' said Deoras.
The market research conducted by HLL among the youth on Close-Up revealed the need-gaps in
the market for a superior functionality in the brand. The target consumer - the youth - forms a
quarter of the total population. With the new excitement behind the brand, HLL hopes to
increase its market share to 30 per cent in one year, said Deoras. Competitor Colgate Gel has a
market share of about seven per cent.
The gels market is witnessing major activity with the other recent relaunch being that of `Colgate
Fresh Energy Gel' of Colgate-Palmolive (India). This relaunch was in line with Colgate's strategy
to get more focussed on the two main product attributes - "Freshness" and "Energy". Colgate Gel
too has undergone a change in its packaging to clearly set out the message of "Freshness" and
"Energy" to the consumer.
In the case of Colgate Gel, consumer research disclosed that the key consumer aspiration from
usage of gels was `Freshness' and `Energy'.The relaunched Close-Up is priced at Rs 33 for 100
gm. Close-Up traditionally attracts a price premium over the other toothpastes in the market.
This, the company says, is owing to a higher cost involved in the formulation and packaging of
the toothpaste. Colgate Fresh Energy Gel is priced at Rs 30.50 for 100 gm.
Benefit segmentation
Benefit (or needs-based) segmentation is
based on providing/communicating the major benefits
that consumers are seeking
A good example is the toothpaste market...
Market Segmentation is defined as:
Uses of segmentation
Close up anticavity fluoride regular cinnamon refreshing red gel toothpaste - 8.2 oz
Close Up anticavity fluoride regular cinnamon red gel toothpaste is real mouthwash for fresh breath.
$3.00
$2.99
Toothpaste Uses Helps prevent cavities. Directions Adults and children 2 years of age and older: Brush
thoroughly, at least twice a day, or as recommended by a dentist. Supervise and instruct children under 6
years of age in good brushing and rinsing habits (to minimize swallowing). Children under 2 years of age:
Consult a dentist. Warnings AS WITH ALL FLUORIDE TOOTHPASTES, KEEP OUT OF THE REACH OF
CHILDREN UNDER 6 YEARS OF AGE. IF YOU ACCIDENTALLY SWALLOW MORE THAN USED FOR
BRUSHING, SEEK PROFESSIONAL
$1.99
•
Toothpaste.
$1.97
Close Up Anticavity Fluoride Refreshing Red Gel Toothpaste With Mouthwash Close Up Anticavity Fluoride
Refreshing Red Gel Toothpaste With Mouthwash SKU #408234 7.2 OZ Product Details Cleans, whitens and
freshens. Bigger size better value! Red gel with fluoride protects teeth against cavities. Microfoamers gently
cleans and whitens. Real mouthwash freshens breath. Confidence to get close-up! Close-Up has a great-
tasting sweet cinnamon flavor for confidence to spontaneously get close. Close-Up, the taste that
$1.99
•
JohnsonDiversey - Professional Sales Only JohnDiversey Close-Up Red Gel
Toothpaste 24 EA CB741029
Close-up gel is the toothpaste for a super fresh mouth and shiny white teethCavity fighting fluorideReal
mouthwash for fresh breathUnique whitening sytemCase is (24) 6-oz tubes
$57.73
Brushing with Classic Red Close-Up starts with a blast of flavor that you can actually feel freshening your
breath. Than, as you brush in fluoride protection Close-Up gets your teeth cleaner, whiter and brighter, so
you're ready to smile, ready t
$20.49
Close-Up Anticavity Gel Toothpaste 8 oz (227 g) Brushing with Classic Red Close-Up starts with a blast of
flavor that you can actually feel freshening your breath. Than, as you brush in fluoride protection Close-Up
gets your teeth cleaner, whiter and brighter, so you're ready to smile, ready to laugh . . . ready for anything!
That's the Close-Up feeling, the feeling of being your best. Cavity fighting fluoride Proven breath fresheners
Unique whitening system. Helps prevent cavities. Keep out of the reach of
$3.29
•
Johnson Diversey Close Up Red Gel Toothpaste 4 Ounce Johnson Diversey Close Up Red Gel Toothpaste
4 Ounce OT459195 CB742422 033200742425 7.75 lbs. Product Description: Ingredients active: sodium
monofluorophosphate (0.8%). Inactive: sorbitol, water, hydrated silica, peg-32, sodium lauryl sulfate, sd
alcohol 38-b, flavor, cellulose gum, sodium saccharin, red 33, red 40. Johnson Diversey Close-Up Red Gel
Toothpaste, 4 Ounce -- 24 per case. Product Details: Johnson Diversey with Mouthwash
$44.75
Close-Up Toothpaste Gel Whitening Mint Sparkle - 6 OZ Close-Up Toothpaste Gel Whitening Mint Sparkle -
6 OZ Reviews Close-Up…the taste that heats things up! Manufacturer: CHURCH/DWIGH Upc:
03320074650 Description
$2.53
•
CLOSE UP TOOTHPASTE 4oz WHITENING SPARKLE GEL
Wholesale CLOSE UP TOOTHPASTE 4oz WHITENING SPARKLE GEL Looking for Wholesale CLOSE UP
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Wholesale CLOSE UP TOOTHPASTE 4oz WHITENING SPARKLE GEL but we also have an entire catalog
of wholesale items for merchandise stores or dollar stores. TOOTHPASTE We also have TOOTHPASTE
available at Dollaritem.com. Simply check out Description Wholesale CLOSE UP TOOTHPASTE 4oz
WHITENING SPARKLE GEL 7.5 X 12.5 X 6.5 Description
Cleans, whitens & freshens; with mouthwash. Red gel with fluoride protects teeth against cavities.
MicroFoamers gently cleans & whitens. Real mouthwash freshens breath. Confidence to get close-up!.
Close-Up has a great-tasting sweet cinnamon flavor for confidence to spontaneously get close. Close-Up -
the taste that heats things up!
DRKCB741029 CLOSE UP Red Gel Toothpaste 24 tubes Available in two sizes Closeup toothpaste gel is
the toothpaste for a super fresh mouth and shiny white teeth CLOSE UP Red Gel Toothpaste 24 tubes DRK
CB741029 CB741029 close up travel size toothpaste hotel size close up toothpaste motel toothpaste small
toothpaste tubes johnson diversey toothpaste
•
$57.73
> Close-Up Anticavity Gel Toothpaste 8 oz (227 g) Close-Up Anticavity Gel Toothpaste 8 oz (227 g)
Brushing with Classic Red Close-Up starts with a blast of flavor that you can actually feel freshening your
breath. Than, as you brush in fluoride protection Close-Up gets your teeth cleaner, whiter and brighter, so
you're ready to smile, ready to laugh . . . ready for anything! That's the Close-Up feeling, the feeling of being
your best. Cavity fighting fluoride Proven breath fresheners Unique whitening
•
Close-Up Anticavity Fluoride Whitening Toothpaste > Close-Up Anticavity Fluoride Whitening Toothpaste
Cinnamon Blast 6oz 0 Reviews Close-Up Anticavity Fluoride Whitening Toothpaste Freshening Xperience
with Freshening Breath Sparkles! Close-Up has a great- tasting sweet cinnamon flavor for confidence to
spontaneously get close. Close-Up... the Taste that Heats Things Up! Red gel with Fluoride - protects teeth
against cavities Microfoamers - gently cleans and whitens Freshening breath sparkles - for extra
Close Up - Whitening Anticavity Fluoride Toothpaste Original Red (6.0 oz.) 18 units available Description
(6.0 oz.) Original Red Close-Up Whitening: - Noticeably whitens teeth - Provides long-lasting fresh breath -
Helps prevent cavities Close-Up Whitening is a complete whitening toothpaste. Close-Up has special
whiteners for noticeably whiter teeth, real mouthwash for long-lasting fresh breath and fluoride for cavity
protection. Plus Close-Up Whitening comes in two great-tasting variants Original Red
The toothpaste history in India can be tracked back from 1975 with
1200 tonnes of toothpaste produced by the toothpaste industry. Prior
to the toothpastes Oral Hygiene was the domain of local home made
powders and ayurvedh practitioners. With the entry of Colgate in
Indian marketplace the awareness about Oral care and the importance
of oral care. In recent years the Industry has shown impressive growth
rate of 18.6% (this growth is calculated in terms of value growth in
Rs. ).
The growth in the Urban market has been largely by the Gel Segment.
Presently, a large chunk of the Market is still held by Colgate. The
major players in the toothpaste Industry being Colgate Palmolive and
Hindustan Lever Limited and several minor players like Balsara
hygiene, Dabur etc.
(c) 50 gm Tube Rs
Availability : Maharastra
150 gm Rs
1987 was a “Probe into Problem” year for HALL as Close Up was much
below expectations with only 4.5% of the 32,000 tonnes toothpaste
market. They identified two basic problems:
(1) Product :
· Blue mint flavour introduced.
· Soft Squeeze lamitubes for toothpastes introduced for the first time
in the country.
(2) Communication
(3) Distribution
· Posters and Mobile Vans arrived in areas where Urban lifestyle was
a matter of aspiration. This was a purposeful move as the company
did not want the Brand to be saddled with a restrictive.
Up market image
Tartar, Gingivitis, and other Dental ailments. 1993 was the year when
HLL tried to woo the customers by innovative packaging. Firstly it
introduced “Stand Up Pump dispensers” for metros but it bombed in
the market because of High price perception as compared to benefits.
Sachets formula was used by lever to break into Colgate’s fort. The
Close Up sachets was priced at Rs. 3 per unit and it offered 20 uses,
which means that a family of five could use it four times each. The
year it sponsored zee Close Up Antaksharee. HLL also went in for Close
Up Toothbrushes under the Brand name “Confident” and launched it in
Tamil Nadu.
Close Up’s formulation was reworked and the new Close Up was
enriched with “Microwhiteners” so that the perceived benefit by the
customer be that he will have Shining Teeth. As the ad account was
handed over to HTA, the ad moved closer to the Indian Culture, they
also took note of the cultural changes which showed in their ads like
Females were now more than equal participants in Boy Girl activity as
in Salim Anarkali ad which showed her confidence by joining the Boy
on the stage and saving the day.
• 30 gm Rs.
Brand : Colgate
Product Range :
* 50 gm Rs.
* 100 gm Rs.
* 150 gm Rs.
* 200 gm Rs.
* 250 gm
· 50 gm Rs.
· 100 gm Rs.
· 150 gm Rs.
· 200 gm Rs.
· 250 gm Rs. -
3. Colgate Total
· 50 gm Rs. -
· 100 gm Rs.
· 150 gm Rs. -
· 200 gm Rs. -
4. Colgate Calciguard
· 50 gm Rs. -
· 100 gm Rs. -
· 150 gm Rs. -
· 200 gm Rs. -
5. Colgate Sensitive
Care is not taken in a sensitized manner and hence the custom looks for multi-benefits.
History of Colgate :
For people in Colgate volume is the key. This is the Mantra for India a.
Today the Indian arm is one of the top 10 subsidiaries of the global
giant ; one of the top three volume drivers in toothpastes. In India, the
Multinational is first and foremost identified with Toothpaste (Dental
care) are currently there is a lot of curiosity on how C-P is responding
to the challenges that HLL is throwing it’s way. On toothpastes, where
C-P claims an overall 62.3 percent market share a clear cut strategy is
evident i.e. maintaining leadership in Oral care and expand the oral
care market size. Consistency of communication is of strategic
importance. More so in an increasingly cluttered environment. Vice
President of C-P (India) limited dually complies “We have not changed
the platform - Duality of Benefits - for the last 15 years.”
The main growth in the Urban toothpaste market for C-P has for
sometime been coming from the Gel segment. Colgate gel has been
performing well with it’s market share standing at 11 percent and a
growth faster than Close Up’s market share, which has declined by the
end of 96.
In 2001, the company has come up with a lot of schemes such as 25%
extra in 100gm pack. In 50% gm pack there is an off of Rs 5.5. In
200gm pack the company is providing 2 toy planes for kids. They are
also providing a lot of discount and incentives to its stockiest and
retailers. They have also come up with transparent packaging in gel
segment to attract the customers.
ZONE PERCENTAGE
EAST 21%
NORTH 25%
WEST 21%
SOUTH 33%
The data tabulated above clearly supports the fact that Colgate and HLL products are way
ahead as far as market share goes. These brands have earned a place in customers minds
or speaking in a technical term they have been positioned in the customer's minds.
Secondly, the brands like Promise and Babool are catering to a very specific segment of
customers which is the Herbal toothpaste user segment. Thus, they also have positioned
themselves as Herbal toothpastes and hence they always target the same segment. This
can be termed as a 'niche market' which they are catering to these segments.
Customer satisfaction measures how well a company's products or services meet or exceed
customer expectations. These expectations often reflect many aspects of the company's business
activities including the actual product, service, company, and how the company operates in the
global environment. Customer satisfaction measures are an overall psychological evaluation that
is based on the customer's lifetime of product and service experience. "
Why is Customer Satisfaction So Important?
Effective marketing focuses on two activities: retaining existing customers and adding new
customers. Customer satisfaction measures are critical to any product or service company
because customer satisfaction is a strong predictor of customer retention, customer loyalty and
product repurchase.