Marketing Mix Of Close Up – Close Up Marketing Mix

Close Up is a subsidiary brand of its parent company Unilever and was launched in the year 1967. It is associated with oral-care and was projected as a unique product because it did not have the normal white consistency, instead was the first gel paste in the global market. Close-Up is one of the most popular brands in India and is marketed by Unilever but in Canada and the United States, its licensing rights have been bought by Church & Dwight since the year 2003. Its competitors are as follows-

• Colgate
• Aquafresh
• Pepsodent

About Close Up

• Type: Oral care brand
• Industry: Consumer goods
• Founded: 1967
• Founders: Unilever
• Headquarters: London, England
• Area served: Worldwide
• Current CEO: Alan Jope
• Number of employees: 149,000+
• Major products: Toothpaste, mouthwash, and breath fresheners

Product in the Marketing Mix Of Close Up :

Close Up toothpaste’s most unique feature is its gel quality that promises long-term fresh breath. It tastes like spicy cinnamon and has qualities of mouthwash in it. Product kit of the brand includes mouthwash, toothpaste and toothbrush. Its mouthwash is known as Close-up Cinnamon Mouthwash with Calcium and is available in the bottle of 16 oz. Its toothbrush works as a tongue cleaner, has textured grip and most importantly has soft bristles that provide maximum oral-care by massaging gums.  There are several variants of toothpaste available in market with different flavours like orange, menthol and lemon and some of this toothpaste are as follows –

• Deep Action Red Hot
• Closeup Icy White Winter Blast
• Closeup Deep Action Menthol Fresh
• Closeup Fire-Freeze original
• Diamond Attraction Power White
• Eucalyptus Mint
• Closeup Deep Action Lemon Mint

Place in the Marketing Mix Of Close Up :

Close Up deals in oral-care and has targeted the youth of our society. It has its reach in the global market and besides India is very popular in Canada, United States, Arabia and the Middle East. In India, it has a wide reach in both urban and rural areas. Close Up has a capable distribution policy that provides effective results. It includes distributors and then to wholesalers and from them to rural and urban retailers and lastly to consumers through various retail outlets. Brand Close Up uses intensive distribution policy and its products are easily found in corner shops, supermarkets, convenience stores, department stores and discount stores. Close Up products are also available through online stores and one can easily order from home.

Price in the Marketing Mix Of Close Up :

Price is one of the main aspects of any product and pricing policies of that product in many ways determines whether it will be a hit or not. Close-Up is a renowned brand known mostly for its toothpaste. The product is available in several sizes. Before fixing the pricing policy of its product the brand decided to evaluate the consumer market to know prices of similar products. It did not want to lose to its competitors hence it decided on a competitive pricing policy that was reasonable and affordable. Brand also adopted promotional pricing policy when it introduced its other products mouthwash and toothbrush. From time to time, it offers schemes under which a toothbrush is provided free of charge with toothpaste. In order to create bulk sales and increase its revenues company provides several incentives like a discount on prices and an extra product like 50 gm small pack free with 150 gm pack.

Promotion in the Marketing Mix Of Close Up :

Close Up believes in making a statement with style and therefore all its commercials are catchy, stylish and up-market. The brand sold the idea of a unique product that was perfect in close and personal situations as it guaranteed fresh breath and white teeth. It has roped in several celebrities to endorse its product in consumer market like Deepika Padukone, Parth Samthaan, Krithi Sanon, Lauren Gottlieb and Tom Selleck. Its tagline Taazgi jo Paas Laye reflects its outlook. Excellent branding and advertising policies have created immense popularity and huge brand awareness about its products. It has associated itself with popular events like a first contest for singing on the radio in India titled Close-Up Sangeet Muquabla.

It has also been allied with Close-Up Antakshri, a hugely popular program on television. For its promotional activities brand uses mediums like word-of-mouth publicity, personal selling, interactive marketing and advertising. Its commercials are aired on radio, television and can be seen in magazines, newspaper and billboards.

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