• Close up is cinnamon flavored band which is market by Unilever. Launched in 1967 it’s the first gel toothpaste in the world. In 2003 Unilever sold the exclusive licensing rights of Close up in USA & Canada to Church & Dwight.

• It entered Indian Market in year 1975.

• Close up targeted the youths with a tagline “Tazgi Jo paas laye”.

• It is the Market leader in Gel Category.

• To increase it Market Share and to have a competitive advantage over it’s competitor it has came up with other flavors like Eucalyptus mint, Lemon mint, Menthol Fresh etc.

• It’s Advertisement campaign’s main motto is to increase & retain it’s Market share & make people aware of it’s other varieties and changing attitudes.

• To create entire media planning for close up.

• To entire in a new territory.

• To increase retain and increase the market share of close up.

• To increase the sales of in the first quarter of the year by sales promotion and rigorous ad campaign.

Colgate palmolive

54%HUL24%

Dabur India Ltd.11%

Others11%

Market Share

• Market leader in the gel section.

• First to introduce gel in India.

• Immensely popular in the youth and brand aware ness is too high in Urban & semi urban region.

• Thoroughly maintain the marketing mix that is 4 P.

• First title sponsor of the Indi’s first singing competition on radio “Close Up sangeet Muqabala” and “Close Up Anakshari” on T.V

• Advertising campaign is well and good.

Sample Siza-217

Research Type-Survey

Research Methodology-Questionnaire

Source-Primary Data

Yes26%

No74%

Usage

15-25

47%

25-35

33%

Above 35

20%

Usage in Age Group

Extremly

Satisfied

21%

Satisfied

23%

Fair17%

Neutral30%

Dissatisfied9%

Satifaction Level

Everytime

18%

Sometime

19%

Very Rare47%

Never16%

How often do you use

Fulfill my

Needs51%

Affordable to me5%

Better than

Others17%

Advertisement

27%

Reason for Usage

Yes79%

No21%

Liking Of the advertisement

1 or 2 times39%

More than 243%

Irrelevant

18%

Exposure to Ad

Brand Endorse

r10%

Story Board34%

Packaging

36%

Tag Line20%

Reason for liking the Ad

Clutter27%

Not Releva

nt to them41%

Unclear Messag

e11%

Others21%

Reason for Not Liking

Don't Fulfill my

Needs55%

Other Products are better34%

Not Afforad

ble11%

Reason for Not Using

Colgate57%

Dabur Red11%

Pepsodent6%

Sensodyne10%

Others16%

Which Product do you use

THREATS

• As the product is very much popular in the youths in urban areas and the product awareness is too good in semi urban areas but it is quite lacking in the rural areas where its competitors are doing very well.

• To penetrate the rural market we have to go for sales promotion with lifebuoy free 100 gm packing.

• For this sales promotion the tagline will be “Freshness or Healthiness dono ek sath”.

• Another way to penetrate the rural market is through skit promoting this type of promotion also helps because it’s a way of direct communication to the end users.

• Free distribution of the 5 Rs package of close up During skit promotion and other events during the 1st half of feb. Free sample will be distributed by regional Celebrities.

• New Ad campaign for Cricket World Cup 2015 “ Freshness ka sath Jeeto World Cup”. This will be a scratch and win contest with 150gm packaging and everybody will win.

• As Close up currently is holding the 60% market share in the gel segment in the Indian 900 crore Rs of Indian Gel Market so it is current share is 540 crore .

• Budgeting Method Arbitrary Method and the estimate budget is 12 to 15 crore for West Bengal for entire 1 year.

• This method is taken because the Product is going to penetrate the rural market and also for the Ad campaign and the ATL and BTL activities During the 1st quarter of the year of 2015 for during the Pre World Cup session and also during the Festive Season.

• The Behavioral attitudes of the Rural Market is quite unknown so it is hard to calculate the estimated sales in Rural Market but the main motto is to create the product awareness and a TOMA effect in the Rural people.

• Target Coverage

1. The entire Youth aged Between 15 to 30.

2. The people who want’s to feel the freshness and confident in every situation.

3. The Split loyal and Shift Loyal.

4. The Household mothers as they are decision makers of buying of our commodity goods.

5. The people who want a free gift with everything.

6. The Rural People.

• All the tier 1, tier 2, tier 3 cities and the Rural Market .

• Tier 1 like Kolkata.

• Tier 2 like Asansol.

• Tier 3 like Siliguri ,Burdwan,Basirhat,Tamluk, Diamond Harbour etc.

• All major Railway Junctions and Bus-Terminals where the of the Tier 2 and Tier 3 cities will have the Billboards and Hoardings and Glow Sign board at Night.

• Reach during the Month to March is 70%- 90% and the frequency

will be High with an average of 4 Max-6 and Min-4.

• During April to July the reach will be 50%- 60% and the

frequency will be moderate with an average of 3 Min-2 and Max-

4.

• During August and December the reach will 60% and the

frequency will be Moderate but the average will be 3.5 Min-3

and Max-4.

• During Sept to November the reach and frequency will be same

as Jan to March.

• The entire Skit promotion will be done within 1st Half of the

April.

• As we have choose our T.G as the youths ,Rural People and also

the Household Mothers so the best way of medium to

communicate is T.V which is mass media which has a greater

reach and also the social network as it is very economical and

the youths are very internet savvy. Social Network like

FB,Twitter,Youtube,Google and also the pop up ad and it’s

economical also.

• The scheduling will be pulsing.

• During Jan to March the frequency will be high with an avg of 4 Min-3 and Max-6

• During April to July the frequency will be Moderate with an avg of 3 Min-2 and Max-4.

• During August and December the frequency will be moderate but avg will be 3.5 Min-3 and Max-4

• During September to November the frequency will be high and same as Jan to April.

MEDIA VEHICLES

Print

1. The Telegraph and Anandabazar patrika with a qaurter pg color ad in the

sports or today with monthly 3 frequency.

2. TOI with also quarter page color with back side monthly 2 frequency.

3. Buisness Today with a Strip ad In the Pg 3.

4. Ei samay In the sports column with a quarter page color Ad in the Entertainment

column with 2 frequency monthly.

5. Sanmarg with a Bottom Strip Ad in the page 5.

6. Ebaela and Obela with a quarter page color Ad in the Sports Page.

7. Magazines like Sananda Back Cover, Front Inside Cover and Bookmark

simultaneously.

8. Unish Kuri same as Sananda.

9. Anandamela Inside Back Cover.

10. Desh a Full Page split color ad.

11. Business Today, The Economic Times , Business India with a Vertical Coloumn

Color Ad.

Month Average Frequency Cumulative

Frequency

Jan, Reach-90% 4 Min-3 Max-5 360

Feb, Reach-90% 4 Min-3 Max-5 360

March,Reach-85% 4 Min-3 Max-5 340

April,Reach-60% 3 Min-2 Max-4 180

May,Reach-55% 3 Min-2 Max-4 165

June,Reach-50% 3 Min-2 Max-4 150

July,Reach-55%% 3 Min-2 Max-4 165

August,Reach-60% 3.5 Min-3 Max-4 195

September,Reach-

80%

4 Min-3 Max-6 320

October,Reach-85% 4 Min-3 Max-5 340

November,Reach-

80%

4 Min-3 Max-5 320

December,Reach-

75%

4 Min-3 Max-5 300

http://www.hul.co.in/brands-in-action/detail/Closeup/294139/

http://www.business-standard.com/article/management/close-up-smile-

gets-wider-111072700034_1.html

http://www.breakingcall.com/index.php/blog/india-insight/85-india-blog/149-

toothpaste-war-in-india-who-will-prevail2

http://en.wikipedia.org/wiki/Close-Up_%28toothpaste%29

http://articles.economictimes.indiatimes.com/2014-05-

28/news/50149309_1_market-share-indian-oral-care-market-colgate-

india

http://www.business-standard.com/article/management/close-up-smile-

gets-wider-111072700034_1.html