LAUNCHED AND MARKETED BY

75-TWINKLE CHHADWA77-VAIBHAV ROKADE79-VINIT PIMPUTKAR81-VIRAJ SHAH83-YASH SHETH

INDIAN MEN’S FACE WASH INDUSTRY Today men believe that not just social

acceptance but also career success is linked to how a person presents himself to the external world.

Male grooming is now an Rs 2,500-crore market in India.

The category clocked 21% annual growth and is expected to touch Rs 5,270-crore in the next three years.

  MEN’S GROOMING INDUSTRY PIE CHART

BRAND CLOSE UP

Close-up is a brand of toothpaste which is marketed by Unilever.

Close-up, has been synonymous with 'Freshness' that gives you the confidence in social interactions and situations.

RESEARCH ANALYSIS AND SURVEY

1. Do you use a face wash? From 21 men surveyed 17 men use face

wash while 4 dont use

user 81%

non- user19%

User /non -user of facewash

Which brand do you use?

59%

12%

6%

6%

6% 6%6%

Brands used by Men

Garnier Nivea Neutrogena Amway

What do you prefer?

herbalcosmetic

15

6

pref-er-ence

Are you satisfied with your product you are using?

94%

6%

people satisfied by their proucts

yes no

Closeup is launching new face wash in categories-

aloe veraafter shave

smoothing

9

8

4

Preferred type of facewash

Will you buy any of the above facewash?

yes no may be

10

1

10

People who all are ready to buy Close up Face wash

INTRODUCING CLOSE –UP FACEWASH FOR

MEN

CLOSE UP

CLOSE UP

“SECRET TO A MAN’S BEAUTY” With this product we aim to become one

stop solution to all men skin problems. Our product is positioned at reducing all

youth problems like acne, oily skin, dull skin and battling blemishes.

Close up’s mission is to come up with a price that can satisfy the need of both types of customers with maintaining its brand.

BUSINESS OBJECTIVE

Un matched quality and affordable price

Close up mission is to capture the Indian face wash market share by more than 18%in the next 3 years by using its quality and pricing strategy.

Our ultimate mission is to provide a good quality face wash to its target customers with a fairly competitive price than its competitors.

COMPETITORS

Like ponds, L'Oreal, Garnier and Lakme etc are competing at the upper (premium) segment

Ayur, clean and clear, Himalaya etc are competing at the lower segment.

SWOT ANALYSIS

STRENGTHS Strong market research Many variants (After shave, Alovera, Lemon Skin

Smoothening, Oil Control) Strong sales and distribution network backed by

HUL Strong brand image Mass appeal/Market presence all segments

WEAKNESS Mainly positioned as toothpaste Brand Recognition of Close Up as “Face Wash” Many Competitor

SWOT ANALYSIS

OPPORTUNITIES Beauty segments compounded annual

growth rate (CAGR) is very high Not many men face wash products in the

market. Higher growth opportunity by capturing

Facewash market.

THREATS High internal competition. New entrants

MARKETING MIX (4 P’s)

PRODUCT

Features-like fragrance, after shave, oil control, smooth, long lasting experience, shine on the skin etc. It will be in a cream based, and gel based.

Core benefit-easy to use, feel fresh for the longer time, improves the confidence.

Augmented product- skin glow and shine .

PRODUCT Potential product- different skin types, like

for dry skin, oily skin and for sensitive skin. Product Classification- o After shave + oil control Facewash (oily skin

type)o  Smoothning +moisturising face wash (dry skin

type)o  Aloevera +lemon facewash (sensitive skin) Product Differentiation Form:

a) Sachet -10 gmsb) Mini tube-50 gmsc) Tube- 100 gmsd) Bottle-200 gms

PRICE Pricing Strategy of Closeup Face wash: Penetration Pricing

AFTERSHAVE +OIL CONTROL FACE WASH

SMOOTHENING AND MOISTURISING

ALOEVERA AND LEMON EXTRACTS

A)SACHET-10 GMS

Rs. 15 Rs. 15 Rs.25

B)MINI TUBE-50 GMS

Rs. 40 Rs.40 Rs.60

B)TUBE-100GMS-

Rs. 80 Rs.80 Rs.100

C)BOTTLE-200 GMS-

Rs. 170 Rs.170 Rs. 200

QUANTITY

TYPE

PLACE

All major cites and towns of india Drug stores Cosmetic shops Beauty saloons Retail stores Malls DISTRIBUTION STRATEGY Introduction of smaller packs

HUL

C&F AGENT

STOCKIST

RURAL RETAILER

WHOLESELLER

URBAN RETAILLER

CONSUMER

PROMOTION

ADVERTISING- With a right mix of T.V, Print and online strategies

will be employed. A 60:30:10 will be given for an effective reach to the audience.

1. Social Media (Creating the Buzz)- Ad 1st on YouTube , Facebook, Twitter ,online

stores, Search word optimisation

2. Print- (after 1 week) The Times of India and Bombay Times, Regional

newspaper Filmfare magazine, Men’s health magazine.

PROMOTION

3. TV Campaign- Ads for 20 seconds, every 3 hrs. Star , Sony, Zee, Sab, News channels, Sports

channels, Music channels. 4. Sponsorships- Fashion week, Reality shows, college fests 5. Sales Promotion- Facewash sachets with closeup toothpaste to

our customers 6. Outdoor- Billboards and hoardings.

PROMOTION BUDGET

Print ads-

TOI-half (front )page- Rs. 15,545,681 (tier1) Quarter(any page) - Rs. 1,106,400 (tier 2 )

CITY TIMES-half (front page)- Rs. 11,020,763 (tier 1)

Quarter (any page)-  Rs. 3,359,276 (tier2)

REGIONAL NEWSPAPERS-approx cost- Rs.40lacs

MAGAZINES- Filmfare - (full page)-4.5 lacs Mens health magazine-4lac Total- Rs.17,57,82,120

PROMOTION BUDGET

OUTDOOR- hoardings billboards on prime locations .Approx Rs. 1.50cr

ONLINE- Approx Rs. 5 lacSPONSORSHIPS- beauty shows,

reality shows, fests etc. Approx 2cr.RADIO- 93.5red FM, 104.8, 92.7 etc

in metros-approx-12 lacs Total- Rs. 3.67cr

PROMOTION BUDGET

Tv ads-channels Frequency

(per day)duration period Rates

Star plus, sab, zee, sony

7 20 sec 1 month 1cr

Mtv, channel v ,zoom

5 20 sec 1 month 57 lacs

Star world, AXN, 5 10 sec 15 days 45 lacs

Star sports, Star cricket,Ten sports

7 20 sec 1 month 73 lacs

News channel 5 10 sec 1 month 15 lacs

TOTAL 2.90cr

TOTAL PROMOTON BUDGET-RS.24,14,82,120

STP MODEL

1. SEGMENTION

Geographic-Tier II, Tier-II

Demographics- age ,sex, occupation ,lifecycle, social class

Behavioral- Occassion, user status, attitudes towards the product

TARGETING

Men in the age group of 15-40 years Urban and Semi- urban markets.

College going or professionals

POSITIONING Our positioning will emphasize on the triple

benefits of antiseptic After Shave, face wash and a Skin Smoothening

Points of parity -cleansing action. Points of difference would be the unique

antiseptic action

CONCLUSION

 Following the above strategies we hope to meet our targets and be a succesfull brand .