The Marketing Mix of Close Up tells the 4ps (Product, Price, Place, and Promotion) of the leading American Toothpaste Brand – Close Up!
Close Up is a subsidiary brand of its parent firm Unilever that debuted in 1967. It is related to oral care and was marketed as a one-of-a-kind product since it did not have the typical white consistency, instead being the world’s first gel paste.
Close Up is one of the most popular products in India and is sold by Unilever, although its license rights in Canada and the United States have been purchased by Church & Dwight since 2003.
Let’s start with the Marketing Mix of Close Up to learn more about its product, price, promotion, and distribution approaches.
Product in Marketing Mix Of Close Up
Close Up toothpaste’s greatest distinguishing characteristic is its gel consistency, which guarantees long-term fresh breath. It tastes like hot cinnamon and has mouthwash properties. The brand’s product bundle contains mouthwash, toothpaste, and a toothbrush.
Its mouthwash is called Close-up Cinnamon Mouthwash with Calcium and comes in a 16-ounce bottle. Its toothbrush cleans the tongue, has a textured grip, and most importantly, has soft bristles that massage the gums to give optimal oral care.
There are various toothpaste varieties available in the market with varied flavors such as orange, menthol, and lemon, and some of these toothpaste- Closeup Icy White Winter Blast, Deep Action Red Hot, Closeup Fire-Freeze original, Closeup Deep Action Lemon Mint, Eucalyptus Mint, Diamond Attraction Power White, and Closeup Deep Action Menthol Fresh.
The toothbrush also functions as a tongue cleanser and has a textured handle with soft bristles that massage the gums. Close-up offers a diverse choice of items, including Deep action, red hot, Icy white winter blast, Deep action menthol fresh, Fire freeze original, and Diamond attraction power white.
Deep action lemon mint, eucalyptus mint the product’s active component is Sodium Monofluorophosphate, which makes the teeth resistant to decay and whitens them, while the inactive ingredient is Sorbitol.
Price in Marketing Mix Of Close Up
Price is one of the most important parts of any product, and the price strategies of that product decide whether or not it will be a success. Close-Up is a well-known brand best recognized for its toothpaste. The product is offered in a variety of sizes.
Before deciding on a pricing policy for its product, the brand opted to do a consumer market analysis to learn about the costs of similar items. It did not want to lose to its competitors, therefore it implemented a decent and economical price strategy.
When it debuted its other goods, mouthwash, and toothbrush, the brand likewise used a promotional price model. It occasionally runs promotions in which a toothbrush and toothpaste are given away for free.
To generate bulk sales and enhance revenues, the corporation offers different incentives such as price reductions and freebies such as a 50 gm mini pack with the purchase of a 150 gm pack.
Place in Marketing Mix Of Close Up
Close Up is an oral-care company that has targeted our society’s youngsters. It has a global market presence and is well-known in Canada, the United States, Arabia, and the Middle East, in addition to India. It has a large presence in both urban and rural India. Close Up employs a capable distribution strategy that yields beneficial outcomes.
It starts with distributors, then moves on to wholesalers, who then sell to rural and urban merchants, and finally to consumers through different retail channels.
Close Up employs an aggressive distribution strategy, and its products may be found at corner stores, supermarkets, convenience stores, department stores, and discount stores. Close Up items are also accessible through online retailers, which may be ordered from the comfort of one’s own home.
Promotion in Marketing Mix Of Close Up
Close Up believes in creating a fashion statement, hence all of its advertisements are snappy, fashionable, and up-market. The brand promoted the notion of a one-of-a-kind product that was ideal for close and personal circumstances since it ensured fresh breath and white teeth. Deepika Padukone, Parth Samthaan, Krithi Sanon, Lauren Gottlieb, and Tom Selleck are among the celebrities who have endorsed its product in the consumer market.
“Taazgi jo Paas Laye”, its slogan, shows its viewpoint. Excellent branding and advertising tactics have resulted in enormous popularity and brand recognition for the company’s products. It has been involved with well-known events such as Close-Up Sangeet Muquabla, India’s first radio singing competition.
It has also partnered with Close-Up Antakshri, a tremendously popular television show. For promotional purposes, the brand use methods such as word-of-mouth exposure, personal selling, interactive marketing, and advertising. Its advertising is broadcast on radio and television, as well as in magazines, newspapers, and billboards.
I hope you have gathered all the crucial information about the Marketing Mix of Close Up and the 4 P’s of Close Up. Stay tuned for more Marketing Mix Articles.