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Close-up wasthe first of its ind in the World to enter the toothpaste industry with a Gel based paste

in theyear 1967. However it entered Indian mar et in the late 1975.Close up toothpaste is a famous product from the house of Uniliver. T housands of people across the world swear to start the day, by brushing their te eth with Close up toothpaste. For generations, toothpaste was associated with an opaque pepper mint flavor substance. Uniliver came out with this unique concept of brushing teeth with the help of a red gel. Unli e the usual pepper mint flav or of other toothpastes, Close Up came up with a spicy cinnamon flavor that wase nough to ic start the daySlowly they understood what the consumers were loo in g for and started providing theminnovative solutions li e crystal form lemon clo se up Green Core, Jares, Snowman Green, RedHot Menthol Chill and Close up white now toothpaste. This made Close up toothpaste, thebest whitening toothpaste. Eac h paste too the concept of gel toothpaste to the next level. As a consumer ther e was much on offer from the house of the Close up toothpaste.There was no need for the product in the mar et earlier, however, close up created a need for the product in the mar et.

Pac aging The Pac aging of Close Up is designed to exhibit liveliness and freshness. The p ac of the product has a metallic effect to ma e it more lively and attractive.I t also has a couple being featured on its pac to help the target audience ident ify with theconcept of the product. Close Up was the first brand who featured a couple on its cover. MARKET SEGMENTATION & POSITIONING Mar et Segmentation Mar et segmentation is broadly classified into two categories: Specific need based segmenta.Enhancement needs : this cater the need for having fresh breath and whiteness of teeth b.Hygienic needs : This caters to the overal l Oral care needs. Demographic segmentationThe segmentation was specially to target youth between 18-25 years, however it did notalienate the people who were above the age of 30 years (especially the ones who feelyoung at heart).This product was also targete d to those groups of audiences who li ed experimentingwith different products.Cl ose up is targeted at young people; the target mar et being Multi Brand Household s wherethe young does not use what their parents use. This particular targeting w as significant whenClose Up was launched because Colgate positioning was a sort of oral care and hygiene benefits.Also, Colgate was going for a broad mar et con stituting of all the age groups. POSITIONING: A large part of Close Up's success is because of its brand positioning. Close Up has positioned itself for Emotional benefit of closeness and rational b enefit of freshness.The name Close Up was propounded with a motive of building soc ial confidence to get closer to others.Close Up was positioned as a youth oral c are brand from the very beginning. DIFFERENTIATION: the brand was launched with a publicity blitz that communicated virtues of a Vitamin Fluoride system present in the product -- a powerful mix of

vitamins, fluoride, mouthwash and micro-whiteners,for fresher breath and stronge r, whiter teeth. BRAND NAME STRATEGY Individual brand name : HUL has different soaps under which Lifebuoy is one of them. Thus Lifebuoy is ma r eted under an individual brand name. Family or Umbrella brand name : Lifebuoy uses Umbrella brand name to sell products such as Lifebuoy Shower gel , Lifebuoy Talcum powder, Lifebuoy liquid hand wash. BRAND STRATEGY DECISION Brand extension Brand extension of Lifebuoy includes Lifebuoy liquid hand wash, Lifebuoy Shower gel, Lifebuoy talcum powder. Lifebuoy liquid hand wash was the first liquid soap . The company has used the brand Lifebuoy which is already popular among custome rs to launch a new product. Line extension Line extension of Lifebuoy includes Lifebuoy international plus and Lifebuoy gol d. Lifebuoy total, Lifebuoy active red, Lifebuoy active orange, Lifebuoy active gold, Lifebuoy cool, Lifebuoy clear s in, Lifebuoy nature. MARKET SEGMENTATION TARGET MARKET Mass mar eting Lifebuoy products vision is to provide a healthy living to one and all. So their target is not only a section of people but a mass be it rural areas or urban ar eas. Their products such as lifebuoy total, lifebuoy active, lifebuoy hand wash etc are targeted to the entire mass. Segment mar et Lifebuoy divided the mar et into segments to cater the needs of different people in different segments. For example they have lifebuoy active green for those wh o want germ free protection through herbs and not chemicals. Then they have life buoy shower gel targeted to people who want style and not just a soap. For teena gers they have lifebuoy s in care ,deo fresh etc BASIS OF MARKET SEGMENTATION GEOGRAPHIC SEGMENTATION Rural: 75% of India's population is in the rural areas; hence about 50% of the soaps ar e sold in the rural mar ets. Lifebuoys variants li e Lifebuoy plus, Lifebuoy tota l, lifebuoy active are specially positioned for the rural mar et. Semi-urban: For the semi-urban segment, Lifebuoy nature & Lifebuoy fresh, lifebuoy t alcum is positioned. Urban: Whereas Lifebuoy clear s in soap, Lifebuoy deo fresh, Lifebuoy international (pl us &gold), lifebuoy shower gel are meant for the urban segment. DEMOGRAPHIC SEGMENTATION Age They have different soaps positioned for different age groups for eg they have lifebuoy care men and children. They have lifebuoy s in clear for the teenagers, lifebuoy total for mothers, lifebuoy deo fresh for young adults etc Gender They had earlier focused their brand only on men. But when they realized that wo men have a more command on the purchase of soaps, they repositioned their brand by including products for women and the family as a whole. They have lifebuoy s in clear. Gold care for women and lifebuoy total, lifebuoy care for men. BEHAVIOURAL SEGMENTATION Benefit sought Benefits sought by people from different products are different. Lifebuoy active

green ma es use of herbal products so its an eco friendly soap. Lifebuoy s in c are helps in preventing pimples and protects s in User rate Lifebuoy soaps li e lifebuoy care, lifebuoy total, and lifebuoy herbal are used more among the people whereas lifebuoy hand wash, lifebuoy shower gel are used a t a lower rate. PRODUCT LIFE CYCLE Introduction stage: In the introduction stage, Lifebuoy has recently launched the talcum pow der and shower gel which are innovative and different from their regular competi tors. Growth stage: In the growth stage, they have the liquid hand wash which is just pic ing up sal es and bringing in revenues for the Lifebuoy brand. Here we may even include few new variants of soaps. Maturity stage: Soaps such as active red comes in maturity stage where its sales is gradually com ing to a saturation point.. PRICE MIX PRICING STRATEGY Mar et penetration: Lifebuoy extensively uses mar et penetration for its sales o f products. All the products that Lifebuoy sales are affordable by one and all. Lifebuoy products are mainly targeted towards lower middle class and hence the p rices are low. For example, Lifebuoy clean s in soap Rs. 13 is charged for 75 gm s and Rs 20 is charged for 125 gms. For Lifebuoy talcum powder Rs. 28 is charged for 100 gms and Rs. 68 is charged for 400 gms. One price strategy: HUL as a company also charges fixed price for all its produc ts and from all its customers. Lifebuoy especially charges fixed price to all its customers throughout the nation. These are the MRP charges. Leader pricing: Lifebuoy also adopts leader pricing when it gives discounts on i ts products. they also give out schemes such as buy 2 get 1 free, etc. this stra tegy automatically lowers the prices attracting the customers to buy the product .