Building Brand Resonance for Close Up Bangladesh

One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.

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A BRANDMANAGEMENT (M406) PRESENTATION
PREPARED FOR
KHALEDMAHMUD
ASSISTANT PROFESSOR
INSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
PREPARED BY
GROUP 8, BBA 21st
MD. DANIAL RAFI, ZR-27
MUHTASIM SAROWAT RAYED, ZR -61
JOHAN AHMED, ZR-79
MD. ABRAR NAKIB, ZR-115

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CLOSE-UP
010203040506
INDUSTRY
OVERVIEW
THE BRAND REBRANDING
CONSUMER
PERCEPTION
BRAND
AUDIT
STRATEGY
RECOMMENDATIONS

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INDUSTRY OVERVIEW
34%
PEPSODENT
31%
CLOSE-UP
15%
COLGATE
15%
MEDI-PLUS
5%
OTHERS

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INDUSTRY OVERVIEW
1
-1
-1
1
HERBAL
ANTI-CAVITY
MEDICINAL
TASTE
PRICE
MOUTH WASH
CLEANLINESS
CLOSE-UP
PEPSODENT
SENSODYNE
MESWAK
COLGATE
MEDI-PLUS
AM-PM
KEYA
ACTIVE
Traditionally, Close-Up has had an
unique positioningas a mouth
freshening toothpaste.
It is the leader of the gel
toothpaste sub-segmentwith
96% market share.

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INDUSTRY OVERVIEW
THREAT OF NEW
ENTRANTS
BARGAINING
POWER OF BUYERS
BARGAINING POWER
OF SUPPLIERS
THREAT OF
SUBSTITUTION
EXTENT OF
COMPETITIVE RIVALRY
HIGH HIGH
LOW
MODERATE MODERATE

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THE BRAND
20Brands
Market Leader in7
Categories
Reaches 98%
of all households
A Heritage of 50 Years

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THE BRAND
Focus on
Freshness
instead of
Protection
‘Kache Esho’
-Most Famous
Tagline
Emotion
Based
Approach in
Promotion
Fun, Active
Brand
Personality

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THE BRAND
GEOGRAPHIC
SEGMENTATION
Mostly urban and
semi-urban youth
(satchets and smaller
packets pushed more in
rural areas)
AGE GROUPS
Primarily Young
Adults (18-25)
INCOME
SEGMENTATION
Lower income class
to middle class
OCCUPATION
Undergrad Students,
Young Professionals

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THE BRAND
PRODUCT
Deep Action Mouth
Wash Gel Toothpaste
(3 Flavor Variants)
PRICE
85 BDT for 145 gm
packet
PLACE
Available at retail and
super stores
PROMOTION
Main focus is TVCs, then
print ads, billboards,
social media. RDCs for
rural areas

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REBRANDING
“Edgy, cool, vibrant, and bolder!”
OLD NEW

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REBRANDING
OLD NEW
More emphasis on confidence in romantic pursuits.

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CONSUMER PERCEPTION
CUSTOMERS
85 Respondents
RETAILERS
20 Respondents

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CONSUMER PERCEPTION
1
Highest selling
brandvaries from
area to area
2
In smaller shops
and lower income
areas, people prefer
smaller packs and
satchets
3
People in higher
income areas prefer
pricier brands such
as Sensodyne

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CONSUMER PERCEPTION
4.15
4.67
4.22
FRESHNESS CLEANLINESS GERM PROTECTION
Close Up is at an disadvantage since ‘Fresh Breath’ is one of its core brand elements.
How Important Are the Following Factors For You in a Toothpaste?
(Rank Out of 5)

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CONSUMER PERCEPTION
34%
53%
3%
8%
Personal preference
Preference of parents
Preferences of younger members in the family
Preferences of older members in the family
Main
Deciding
Factor in
Toothpaste
Purchase
5%
87%
3%
5%
Myself
Parents
Domestic Worker
Other Family Members
Who Makes
the
Purchase?
Promotion directed
exclusivelyatthe
youthmaynotbeas
effectiveasitmay
nothavemuchsway
onparents.

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CONSUMER PERCEPTION
Almost all of our respondents know of Close-Up and have tried it at least once.
PEPSODENT
98%95%95%94%62%62%53%
CLOSE
-
UP
COLGATE
SENSODYNE
DABUR
MESWAK
WHITE PLUS
MEDI PLUS
Which of the following toothpaste
brands are you familiar with?
PEPSODENT
98%97%97%84%45%43%41%
CLOSE
-
UP
COLGATE
SENSODYNE
DABUR
MESWAK
WHITE PLUS
MEDI PLUS
Which of these toothpaste brands
have you used at least once?

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CONSUMER PERCEPTION
Respondents are also highly aware of Close-Up’s marketing activities, especially
TVCS and Kache Ashar Golpo.
How aware are of you Close Up's
Marketing Activities in the Following
Mediums?
How aware are of you
KacheAsharGolpo?
(Rank out of 5)
3.86 2.83.032.023.21.913.81
TV ADS
NEWSPAPER
S AND
MAGAZINES
SOCIAL MEDIA LOCAL
WEBSITES BILLBOARDS
RADIO
SPONSORED
DRAMAS/
COMPETITIONS
64% 63% 47%29%
SEEN THE TVCS AND PRINT ADS
SEEN THE FB
POSTS
SEEN THE
NATOKS AND
TELEFILMS
ONLY
HEARD OF THE NAME

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CONSUMER PERCEPTION
Close-Up is seen as ‘good but not great’ in comparison to germ-protection oriented brands
such as Colgate and Sensodyne. Furthermore, as many are dissatisfied with the
marketing campaign as those who are highly satisfied with it.
Average Rankings of the
Toothpaste Brands
(Rank out of 10)
7.497.067.677.594.723.784.2
PEPSODENT
CLOSE
-
UP
COLGATE
SENSODYNE
DABUR
MESWAK
WHITE PLUS MEDI PLUS
Overall how satisfied are you with
Close Up's marketing activities?
(Rank out of 10)
2% 8% 24%17%13%21% 9%
10 9 8 7 6 5LESS THAN 5

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CONSUMER PERCEPTION
Fresh Breath
Smiles
Couples
White Teeth
Colorful
Youth
Others
What First Comes to Your Mind
when you think about Close Up?
Healthy
White Teeth
Colorful
Good Morning
Confidence
Others
Which of these elements do you
think Close Up is weakest in?
Current promotion
strategy reinforces
strongest brand
association (fresh
breath)but does not
address weakest
associations
(healthiness and
white teeth)

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BRAND AUDIT
RESONANCE
JUDGEMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
HIGH SALIENCE
LOW RESONANCE
Current promotion
strategy use emotion
based approach.
Focus is onBrand
Imagery (Colors, Fresh
Breath)and Brand
Feelings (Bringing
Couples Together).
However customers use
logic based approach.
Close Up suffers in
Brand Performance (not
as healthy as others)and
Brand Judgement (thus
not as good as Pepsodent,
Colgate and Sensodyne).

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STRATEGY RECOMMENDATIONS
OLD NEW
Over the years, Pepsodent and other germ protection focused brands such as Colgate have slowly
integrated Close Up’s mouthwash aspect into their products and also spiced up their packaging
and taste.
For our new strategies we have to be be careful not to cannibalize Pepsodent’s market shareso we
cannot launch a direct counter-attack. Rather Close-Up can act as a flanker brand to Pepsodent.

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STRATEGY RECOMMENDATIONS
01
New Promotional Campaign
Focusing on Adventure
“Get Closer. Get Out. Be Bold.”
Promote Close Up as a product that
keeps young people both fresh and
healthy in their active lives.
02
Higher Priced Variant
Focusing on Healthiness
Low price has very little
advantage; the higher priced
the product, the more
valuable it is seen in high
income areas.
03
Expanded Focus on
Teens (13-16)
Targeting future young
adults early will help
build stronger resonance.
04
Address Parents in
Promotion
Influencing parents will
significantly affect
purchase decision and
brand preference.

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STRATEGY RECOMMENDATIONS
RISK RETURN
Brand dilution
Flanker brand that
attacks Pepsodent’s
competitors
Cost of new
promotional
campaign
Risk of
Cannibalizing
Pepsodent’s
Market Share
Greater brand
resonance through
combined
emphasis on
freshness
healthiness

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