Close Up

Close Up ranked No 5 in Top Brand survey of 1997,three ranks below its arch rival Colgate.By
1999 Close Up was No 5.Since its introduction in the Indian market in 1975,Close Up has been
the closest challenger to Colgate which is the top brand in this category. According to HLL,the
marketers of Close Up,the typical consumer has no qualms about not keeping germs at bay
during the night, but rather cared more about fresh breath in the morning.

The advertising agency,Lintas,has played on bad breath score and targeted a typical college
student who would be motivated by what brushing did to his social acceptanace.It was hoped that
once Close Up entered homes, older consumers would start using it and discard Colgate.To
counter Colgate’s famed Suraksha Chakra,Close Up realeased ads asking consumers to do the
hah-hah test to check the freshness of breath. The focus was on communicating the key benefit
“fighting bad breath”.

The intimacy between couples portrayed in Close Up commercials, was seen as disturbing Indian
mother’s sensibilities and hence the ads focused the spotlight on the gregarious couple as this
group-oriented closeness was seen to be more acceptable to mothers, who are the actual buyers
of household toiletries.

Both Colgate and HLL introduced line extensions of their brand, improved packaging and did
aggressive promotions. Close Up has been strong in the south. It has been quite weak in the East.
In West Bengal,HLL roped in a popular singer Anjan Dutt to reach out to the old and young
alike.

Questions

1. Develop a 360 campaign for Close Up.

OUTLINE

• Objective of the campaign

• Duration of the campaign

• Target Audience

• 360 campaign

News papers which newspaper?, pg no.

Channel which channel
Objective of the campaign:-

To defeat the competitors and published that we are also in the

market by providing new features.

Duration of the campaign:-

In December and January month, because it is the month of vacation

after completion of exams.

Target Audience:-

Our target audience is the children because every parent mainly concentrates to
care about children.

360 campaigns:-

Advertising:-

On the Channel:

We can advertise in the following time through different channel like Zee TV,
Star News, Cartoon channels because of it directly hit on mothers, fathers and children means
involvement of 360 degree.

And timing is in the morning 7:00 am to 9:00 am on news channel, in the

afternoon 12:00 pm to 4:00 pm on the serials channel like Zee TV between the shows(peak hours
of serials) and in the night 7:30 pm to 10:00 pm on every channel circulate.

On the News Paper and magazines:-

It should be advertise on the Times of India for a upper class family and also in regular news
paper Dainik Jagran, Hindustan on the 3rd page i.e. city page.

Events:-

1. In the school as a dental test for the children like DPS and convent schools and also
prescribed by a Local Doctor.
2. In the Collages example: Free dental test for students and take feedback.
3. Also provides samples.
Personal Selling:-

We should have to provide franchises like Amway products.

Direct Marketing:-

Door to Door Service for sales and also sample test like as “Harpic challenge”
and Colgate Like “Kyaa aapke toothpaste mei salt hai?”

Online Marketing:-

It’s not a way to promote and sales a nominal price product, so we will create a
feedback site and mention on the pack.

Sales Promotion:-

We can go for sales promotion besides the dental clinics, hospital, in the
shopping malls like Spencer, big bazaar, Vishal Mega mart (for middle and upper class family).

And also for IT park and Industrial areas.