Marketing Strategy of Close up – Close up Marketing Strategy: In 1967, the parent company Unilever launched the Close up brand. Over the years, it has been a major player in the toothpaste market.
The brand has been able to penetrate the developing countries by operating in every part of the country, with large SKUs (stock-keeping units) to support each segment.
Close up At A Glance – Marketing Strategy of Close up
Founder: Church & Dwight (United States) | Unilever (rest of the world)
Year founded: 1967
Headquarters: New York
Annual Revenue: US$234 million
Profit | Net income: US$18 million
Number of employees : 1,840
Products & Services: Closeup Mouthwash Nature Boost | Closeup Mouthwash Red Hot | Closeup Triple Fresh Formula Anti-Germ Gel Toothpaste Red Hot | Closeup White Attraction Natural Glow Toothpaste | Closeup White Attraction Natural Smile Toothpaste
Close up Competitors
Close up Fun Facts: All the brands of fluoridated as well as non-fluoridated toothpastes met the specified requirements. Closeup scored highest followed by Colgate on this parameter. Fluoride is the fluorine ion added to toothpastes to help protect our teeth from cavities.
Marketing Strategy of Close up
Close up’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Close up? Let us discuss.
Segmentation, Targeting, Positioning – Close up Marketing Strategy
Unilever employs a combination of demographic, geographical, and psychographic segmentation variables to meet changing customer needs.
It makes products accessible to customers based on their type of need by using differentiating targeting strategies.
Close up employs a user benefit-based and product-based positioning strategy. Unilever’s brand portfolio includes many brands. It positions its brands based on their benefit and usage-based positioning strategy.
Close up Mission Statement
Close up Vision Statement
Close up Tagline
“Make your move”.
Competitive Advantage – Marketing Strategy of Close up
Unilever’s leveraging expertise: Unilever dominates the market with its presence in various consumer goods segments and large SKUs from each parent brand in different product categories. Nielsen data shows that 2/3 of the market’s consumers use Unilever products.
Market Visibility: Being in the market with four product lines with three sub-brands for each product has allowed the company to increase its visibility by gaining more shelf space at the retailers.
The parent company has a financial strong position: Unilever, a strong financial FMCG business, is what enables the brand to operate globally in over 150 countries.
Strong Product Line: It features product categories such as Deep Action, Fire freeze, and Icy White with deep SKUs (stock-keeping units) across all product categories.
BCG Matrix – Close up Marketing Strategy
Close-up operations with 3 product lines, Fire freeze and Ice white are Stars of the BCG matrix. Deep action is a mystery due to the large number of players in this sector.
Distribution Strategy – Marketing Strategy of Close up
It uses go-to-market strategies to reach every corner of the country using its various distribution channels. Unilever works closely with 2700+ redistribution shoppers every day to maximize their sales. This includes making sure their product reaches all locations, no matter where they are located.
Brand equity – Close up Marketing Strategy
The brand is known for being young and vibrant. It has been associated with numerous reality shows and serials around the world as a sponsor or co-sponsor.
The brand is associated with celebrities such as Shahrukh Khan and Ranveer Singh to reach the masses.
Competitive Analysis – Close up Marketing Strategy
The close-up market is overcrowded. There are many companies competing for market share.
MNC players were a key part of the economy, but local players and counterfeit products are major rivals.
Close up is competing with Colgate and Pepsodent.
Market Analysis – Marketing Strategy of Close up
There are many local and international FMCG players in the market. However, the problem is how to tap into the huge potential of rural markets which are still in their growth stage and do not have access to various products or services.
The market is currently facing many constraints, including high infrastructure investment costs in setting up FMCG companies, which is itself an entry and exit barrier, rising inflation, changing regulatory norms, and rising labor costs.
Many FMCG companies outsource products to local manufacturers according to the FMCG company’s standards and confidentiality agreement. This helps the FMCG Company reduce operational costs.
Strong branding is essential to distinguish products and retain customers.
Customer Analysis – Close up Marketing Strategy
Close-up customers are people of all ages. The majority of Close up’s customers come from the lower-income or middle-income groups.
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