CLOSE-UP MEN'S FACEWASH
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Transcript of CLOSE-UP MEN'S FACEWASH
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 .