Marketing Mix Of Close Up and 4Ps (Updated 2023)

The Marketing mix of Close Up analyses the 4Ps of Close Up, including the Product, Price, Place, and Promotions. Close Up is a subsidiary brand of its parent company, Unilever, and was launched as the market leader in 1967. It is associated with oral care and was projected as a unique product because it did not have the typical white consistency; it was the first gel paste on the global market. Closeup 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 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

Close Up Product Strategy

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. The brand’s product kit includes mouthwash, toothpaste, and a toothbrush. Its mouthwash is known as Closeup Cinnamon Mouthwash with Calcium and is available in a bottle of 16 oz. Its toothbrush works as a tongue cleaner has a textured grip, and, most importantly, has soft bristles that provide maximum oral care by massaging gums.

The new product mix of the Closeup in 2023 is as follows (Source).

Close Up offers a variety of products focusing on oral hygiene. The product mix of the Close Up brand typically includes:

1. Different Flavors of Toothpaste: Close Up is well-known for its unique flavors, often aimed at providing a fresh, clean feeling with a focus on breath freshening. These flavors might include mint, cinnamon, and other unique combinations.
2. Whitening Toothpaste Varieties: They often offer toothpaste that promises to whiten teeth, catering to consumers seeking cosmetic benefits and oral hygiene.
3. Toothpaste for Sensitive Teeth: Some products are specifically formulated for people with sensitive teeth, providing gentle cleaning while minimizing discomfort.
4. Mouthwash: Close Up may also offer mouthwash products, complementing their toothpaste for a complete oral hygiene routine.
5. Dental Floss: To cover all aspects of oral care, Close Up might include dental floss in its product mix, encouraging comprehensive dental hygiene practices.
6. Travel-Sized Packs: For convenience, Close Up often includes smaller, travel-sized versions of their products, catering to people on the go.
7. Gum Care Products: Some variants might focus on gum health, offering specialized care.
8. Eco-Friendly Options: In response to growing environmental concerns, Close Up might have eco-friendly options like biodegradable packaging or natural ingredients.

Close Up Place Strategy

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, it is trendy in Canada, the United States, Arabia, and the Middle East. In India, it has a broad reach in urban and rural areas. Close Up has a close, capable distribution policy marketing strategy that provides effective results. It includes distributors, local manufacturers, wholesalers, rural and urban retailers, and consumers through various retail outlets. Brand Close Up uses an 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 online, and one can easily order from home.

The place strategy of Close Up, the closeup marketing and distribution strategy which involves how and where its products are distributed and sold, can be outlined as follows:

1. Wide Retail Distribution: Closeup products are widely available in various retail outlets, including supermarkets, convenience stores, and pharmacies, ensuring easy accessibility for consumers across diverse geographic locations.
2. Online Sales Channels: Embracing the digital era, Close Up leverages online marketplaces and e-commerce platforms, allowing consumers to purchase their products conveniently anywhere and anytime.
3. International Presence: Close Up, as a global brand, has a significant international presence, ensuring its products are available in multiple countries and adapting its offerings to meet the specific needs and preferences of different cultural markets.
4. Strategic Placement in Stores: In retail outlets, Close Up products are often strategically placed at eye level in the oral care aisle and near the checkout counters to increase visibility and impulse buying.
5. Partnerships with Dental Professionals: Close Up may also collaborate with dental clinics and professionals to recommend their products, thereby gaining credibility and trust among consumers seeking professional advice for oral care.

This multi-channel distribution and marketing strategy ensures that Close Up products are easily accessible to a wide range of consumers, enhancing brand visibility, market share, and penetration.

Close Up Pricing Strategy

Price is one of the main aspects of any product, and pricing policies of that product, in many ways, determine whether it will be a hit. Closeup is a renowned brand known primarily for its two toothpaste brands. The product is available in several sizes. Before fixing the pricing policy of its tooth decay product, the brand decided to evaluate the consumer market to know the prices of similar products. It did not want to lose to its competitors; hence, it agreed on a competitive pricing policy that was reasonable and affordable. The brand also adopted a promotional pricing policy when introducing its other products, such as mouthwash and toothbrushes. From time to time, it offers schemes under which a toothbrush is provided free of charge with toothpaste. To create bulk sales and increase its revenues, the company provides several incentives like a discount on prices and an extra product like a 50 gm small pack free with a 150 gm pack.

Close Up’s pricing strategy is a sophisticated blend of go-to-market strategies, well-aware tactics, and consumer-focused approaches skillfully designed to position the brand effectively in the competitive oral care market. Here’s an overview of advertising tactics:

1. Competitive Pricing: Close Up adopts a competitive pricing strategy, ensuring its products are priced comparably or slightly lower than those of its key competitors. This approach is crucial in retaining and attracting price-sensitive consumers in a market where price points can influence brand loyalty.
2. Value-Based Pricing: Understanding that consumers are willing to pay more for perceived benefits, Close Up occasionally employs value-based pricing, especially for specialized products like whitening toothpaste or products for sensitive teeth. This justifies a higher price tag due to the added value these products provide.
3. Promotional Pricing: Close Up strategically uses promotional pricing, such as discounts, coupons, and bundled offers, to drive sales, especially during new product launches or special events. This tactic boosts short-term sales and encourages trial among new customers.
4. Psychological Pricing: The brand often employs psychological pricing strategies, such as pricing products slightly below a round number (e.g., $3.99 instead of $4.00). This approach makes the price appear significantly lower and can influence consumer perception and buying behavior.
5. Tiered Pricing Strategy: Recognizing its consumer base’s diverse needs and purchasing power, Close Up offers products at different price points. This tiered approach allows the brand to cater to both budget-conscious consumers and those seeking premium, specialized oral care products.

Close Up effectively balances affordability and perceived value across product categories and price strategies through this multifaceted pricing strategy, ensuring broad market appeal while maintaining profitability and brand positioning.

Close Up Promotion Strategy

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

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

Some Recent Video ads and Print ads of Close Up are:

Liked this post? Check out the complete series on Marketing Mix