PRESENTATION ON THE MARKETING STRATEGY OF

Presented ToProf. RENU & MY DEAR FRIENDS Presented BySHAKTI JAISWAL

INTRODUCTION

The Indian toothpaste market is estimated at around Rs 14 bn with Hindustan Lever (HLL) having a market share of 32.8%. Close-Up (15.6%) and Pepsodent (17.2%) are the major brands for the company .Close-Up was launched in 1975 and was the first gel toothpaste brand of HLL.

CONTD

Close up toothpaste brand was launched in India in 1975. It primarily targets the youth segment. To promote the youthful image it was the first brand in India to launch the gel toothpaste and is credited to be the creator of that segment.

Close up is offered in attractive colors & packaging and its ads shows young guys and girls impressing each other with their new found Close up confidence. Earlier Close up ads used to focus on technical features like Vitamin and Fluoride content and functional attributes like fresh breath & white teeth.

CONTD.

Sometimes oft repeated themes can turn into a success story if they are well conceptualised and dished into something hatke. This summarises the Close-Up commercial with the famous jingle Kya aap Close up karte hai.

PROMOTIONAL TOOLS

Tag Lines. Using celebrities in advertisements. Tie-ups with television. Advertisements in radios. Innovative thinking

TAG LINES

. One of its most popular tagline has been: Hasso Toh Khulke Hasso. Close up tried to take brushing to a new level by asking the consumers: Kya Aap Close up Karte Hain? which tries to project the image that Close up is synonymous to brushing . Close up changed is tagline to The closer the better in 2008 as manifested in the popular Pass aao na ad.

USING CELEBRITIES IN ADVERTISEMENTS.

India's two leading brands, Barista and Close up have come up with the contest named `Kya aap Close up karte hain?' Famous pop and playback singer Shaan was encouraging participated. The brand ambassador of the toothpaste was Deepika Padukone.

AD CAMPAIGNS

Made the entire Yahoo! India, Indiatimes and Sify sites red in colour thereby communicating that Close Up can change your world.

Close Up has also tied up with AXN's Alias.

Red's the colourJennifer Garner in AXN's Alias

RADIO ADVERTISEMENTS

Various radio broadcasters like Go 92.5 FM, Radio Mirchi, Radio City and Amar FM in Kolkata. In fact, Go 92.5 has incorporated the Close Up jingle for their own promos for the Good Morning Mumbai show with RJs Jaggu and Tarana." The jingle goes something like this, 'Kya aap Go sunte hai?'

INNOVATIONS

Film Theatres had corners called as "Close Up Corners". The brand had the aspirational persona in it. Close Up have used films and filmi songs to appeal to the Indian youth. Close Up was the first brand to introduce the " Self Check" of breath. The famous " HA HA" was the idea of Close Up.

THANK YOU IN HINDI