Close Up Brand Analysis

BA 170 Midterm Paper Never settle for second best. And yet, since its source in the Philippine securities industry, second place has been fold Ups niche. Though the brand has indeed been successful in differentiating its use and tar hits from the unreplaceable physique one, the dream to finally land the gold continues to linger. Overview of the Brand nearly Up was launched by Unilever in 1967 as the first gel toothpaste in the world. The products singular structure make it easy to marketplaceplace it as a new and diverse product, all other brands having fabricate the same opaque white consistency toothpaste normally has.Furtherto a greater extent, the brand made sure to put the blue ocean strategy to their advantage. While competitors were termination the more medical approach, next Up branded itself as the more relatable brand to the youth. Currently, be quiet Up has eight variants out in the market. alone their lines be made to function as the upstart breath manuf acturing business, strollising consumers long-lasting fresh breath. The variants mostly just differ in flavor apart from the bordering Up Milk Calcium, which adds the teeth alter function to their product. Company Vision Close Up envisions itself as the number one toothpaste brand for the youth.Their goal is to get young adults to feel how more than the brand smoke help them achieve fresh breath, which, in turn, can boost their confidence to face their everyday challenges. Close Ups goal is to be the youths first choice when it comes to toothpaste brands. The Close Up Mission In line with the company vision is their billing to give the youth that confidence to make the instant happen. Much of Close Ups brand identity revolves around the concept of the moment, which they define as that special instant of interaction between deuce or more individuals.It may be as simple as asking someone to be their date to the high school prom or as big as saying I tell apart you to their spe cial someone for the first time. Close Up makes sure to be the factor that pushes the consumers insecurities aside in order for them to be positive enough to pursue that perfect moment. Target market place The brand associates itself with Filipinos vulcanised 18-24 who are both sociable and optimistic. These young adults need that confidence to get up close and personal with others and believe that white teeth and fresh breath are important for social confidence and intimacy.Market Analysis The Toothpaste Market Based on Datamonitor, the toothpaste market in the Philippines has increased at a compound annual growth rate of 3. 3% between 2004 and 2009, with Colgate leaders the pack with a piece of ground of 51. 7%. But after two decades of continuous growth, the toothpaste industry saw a decline in market usage causing most companies to cut legal injurys. Currently, Close Up stands as the industrys number two with a market share of approximately 20%. What are the factors that affect toothpaste choice in the market?A journal published by Ben Paul Gutierrez shows that there are thirteen attributes consumers look for when selecting their toothpaste. These include variables such as the ability to low-cal teeth properly, ability to give smooth and white teeth, ability to veto cavities and the approval of dentists. (insert table of complete list here). Furthermore, the research shows the characteristics of the decision master (ultimately, the one who chooses and purchases the product) and connects them to two behaviors, namely replacement and involvement.Switching refers to the consumers brand verity whereas involvement refers to the buying behavior. (show table of high involvement/low involvement) Close Up and Colgate are both able to achieve high switching and brand involvement, which are expected of brand which have high market shares. Close Ups Position In terms of age, Close Up has been consistent in marketing itself to the young adults. Map A shows the alliance between price and age and proves that Close Up is unique in its choice of age segment. This is particularly evident in their advertising, which volition be discussed further in this text. insert perceptual map a) expression at functional benefit (Map B), however, we see that Close Up lags croupe Colgate, who has, over the years, developed more and more products to address different oral exam needs. This is also because Close Up has continuously focused on producing toothpaste with the same functional benefits, a few outliers aside. Though this is good for brand reinforcement, convey that consumers quickly associate the same need to the brand, this may be a factor as to why the brand has stayed a challenger. insert perceptual map b) On the other hand, Map C illustrates the relationship of price and size. Here, Close Up is mostly positioned in between two markets, with Colgate at Sensodyne being the higher priced brand (MORE ANALYSIS HERE) Lastly, Map D shows the r elationship between price and functional benefits, which may also be interpreted as the consumers value for money. (insert perceptual map c) (insert more analysis) generally -toothpaste market, positioning, pricing, market behavior, segmentation breakthrough Consumer Insight -target market, trends, insight Current strategies Recommendations