Close Up Stp
MARKET SEGMENTATION ,POSITIONING & TARGETING
Market Segmentation
Market segmentation is broadly classified into two categories:
a.)Specific need based segmentation
* Enhancement needs : this cater the need for having fresh breath and whiteness of teeth * Hygienic needs : This caters to the overall Oral care need
b.)Demographic segmentation The segmentation was specially to target youth between 18-25 years, however it did not alienate the people who were above the age of 30 years (especially the ones who feel young at heart).This product was also targeted to those groups of audiences who liked experimenting with different products. Close up is targeted at young people; the target market being “Multi Brand Households” where the young does not use what their parents use. This particular targeting was significant when Close Up was launched because Colgate positioning was a sort of oral care and hygiene benefits .Also, Colgate was going for a broad market constituting of all the age groups.
Positioning
A large part of Close Up's success is because of its brand positioning. " Close up falls under the third pillar of toothpaste “Freshness Segment” particularly dealing the need for white teeth and freshness. Also Close Up has positioned itself for Emotional benefit of closeness and rational benefit of freshness. The name “Close Up” was propounded with a motive of building social confidence to get closer to others. Close Up was positioned as a youth oral care brand from the very beginning. In 2004, the brand was re-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 stronger, whiter teeth.
Targeting
MARKETING MIX
PRODUCT
Close Up falls under the umbrella brand HUL – Hindustan Unilever Limited. The level of product may be discussed as below:
Core benefit: Hygiene
Market Segmentation
Market segmentation is broadly classified into two categories:
a.)Specific need based segmentation
* Enhancement needs : this cater the need for having fresh breath and whiteness of teeth * Hygienic needs : This caters to the overall Oral care need
b.)Demographic segmentation The segmentation was specially to target youth between 18-25 years, however it did not alienate the people who were above the age of 30 years (especially the ones who feel young at heart).This product was also targeted to those groups of audiences who liked experimenting with different products. Close up is targeted at young people; the target market being “Multi Brand Households” where the young does not use what their parents use. This particular targeting was significant when Close Up was launched because Colgate positioning was a sort of oral care and hygiene benefits .Also, Colgate was going for a broad market constituting of all the age groups.
Positioning
A large part of Close Up's success is because of its brand positioning. " Close up falls under the third pillar of toothpaste “Freshness Segment” particularly dealing the need for white teeth and freshness. Also Close Up has positioned itself for Emotional benefit of closeness and rational benefit of freshness. The name “Close Up” was propounded with a motive of building social confidence to get closer to others. Close Up was positioned as a youth oral care brand from the very beginning. In 2004, the brand was re-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 stronger, whiter teeth.
Targeting
MARKETING MIX
PRODUCT
Close Up falls under the umbrella brand HUL – Hindustan Unilever Limited. The level of product may be discussed as below:
Core benefit: Hygiene