Description
SWOT ANALYSIS OF CLOSUP
Close Up
Parent Company
HUL (Unilever)
Category
Personal Care – Toothpaste
Sector
FMCG
Tagline/ Slogan
Taazgi Jo Paas Laye
Close Up is synonymous with 'Freshness' that gives a confidence to USP get close to someone you love.
STP
Segment
Gel Toothpaste – Alternative to White Toothpaste
Target Group
Urban population specially the youth
Positioning
Toothpaste that is also a mouthwash for fresh breath
SWOT Analysis
1. First gel toothpaste in India – launched in 1980 2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing 3. Market leader in the gel-segment for almost 3 decades Strength 4. Excellent advertising and branding
1. Popular only in Urban Areas 2. Range contains only gel based toothpastes, no option like 2 in 1 or Weakness cream based
1.India's 1st singing contest 'Close-UpSangeetMuqabala' on Radio and 'Close-Up Antakshari' on TV. 2. First mover of the gel paste segment Opportunity 3. Strong positioning in the segment of 2 in 1 toothpaste
1. Many variants of toothpaste can be confusing for the consumer 2.Many people in rural India still clean their teeth with traditional products (neem twigs, salt, ash) Threats 3. New entrants in the segment
Competition
1.Colgate 2.Pepsodent 3.Aquafresh Competitors 4.Sach
doc_828890252.docx
SWOT ANALYSIS OF CLOSUP
Close Up
Parent Company
HUL (Unilever)
Category
Personal Care – Toothpaste
Sector
FMCG
Tagline/ Slogan
Taazgi Jo Paas Laye
Close Up is synonymous with 'Freshness' that gives a confidence to USP get close to someone you love.
STP
Segment
Gel Toothpaste – Alternative to White Toothpaste
Target Group
Urban population specially the youth
Positioning
Toothpaste that is also a mouthwash for fresh breath
SWOT Analysis
1. First gel toothpaste in India – launched in 1980 2. The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing 3. Market leader in the gel-segment for almost 3 decades Strength 4. Excellent advertising and branding
1. Popular only in Urban Areas 2. Range contains only gel based toothpastes, no option like 2 in 1 or Weakness cream based
1.India's 1st singing contest 'Close-UpSangeetMuqabala' on Radio and 'Close-Up Antakshari' on TV. 2. First mover of the gel paste segment Opportunity 3. Strong positioning in the segment of 2 in 1 toothpaste
1. Many variants of toothpaste can be confusing for the consumer 2.Many people in rural India still clean their teeth with traditional products (neem twigs, salt, ash) Threats 3. New entrants in the segment
Competition
1.Colgate 2.Pepsodent 3.Aquafresh Competitors 4.Sach
doc_828890252.docx