MARKETING MIX RESEARCH OF CLOSE UP TOOTHPASTE

• Christiana Akyaa Bandoh
• Jeremiah Badu Shayor
• Richard Mawuli Torkonoo
• Edward Yaw Udzu
• Abdulai Adamu
Presented to you by:
MSc. Marketing, Social and Organizational
Research, CUC

• The marketing mix is one of the most famous
marketing terms. *The Marketing Mix is the
set of tactical marketing tools - Product, Price,
Promotion, and Place - that the firm blends to
produce the response it wants in the target
market. The services marketing mix is also
called the 7Ps and includes the addition of
process, people and physical evidence.
Marketing Mix
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*Principles of Marketing, 14e, Kotler and Armstrong, 2012

• Product - Products are offerings that a
marketer offers to the target audience to
satisfy their needs and wants
• Price - Price is the amount that is charged by
the marketer of his offerings or the amount
that is paid by the consumer for the use or
consumption of the product
4P’s of Marketing
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4P’s of Marketing
• Place - Place or distribution refers to making
the product available for customers
at convenient and accessible places
• Promotion - Promotion represents the
different methods of communication that are
used by marketer to inform target audience
about the product.
Research, CUC

History & Background of Unilever
• Unilever Ghana
came into being on
July 14, 1992
• Top brands in Ghana
include; Lipton,
CloseUp, LUX, OMO,
Sunlight and Blue
Band
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• There was an extensive market test
conducted by the producer before
manufacturing and offering the product
in the market
• The tests that were conducted were on
the basis of the concept, product testing,
communication route, and the final
advertisement.
Product Research
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• The color of the toothpaste depends upon the
flavor. The color also is decided with a motive
to evoke the mood and desire to affect the
purchase decision of the potential customer
• Various colors of the same flavor were tested
in the market and the best color for that flavor
was selected.
Product Research
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• The Product line of Close Up in Ghana is:
Red Hot
Cool Breeze
Eucalyptus Mint
Product Research
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The first-move advantage in the gel market
has helped Close Up secure an edge over the
other brands. A large part of its success can be
attributed to two factors - youth-
centric product positioning and an innovative
product pipeline.
Product Innovation
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• The Packaging of Close Up is designed to
exhibit liveliness and freshness.
• The pack of the product has a metallic effect
to make it more lively and attractive.
• It also has a couple being featured on its pack
to help the target audience identify with the
concept of the product.
• Close Up was the first brand who featured
a couple on its cover.
Product Packaging
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• The packaging was designed in par with the
competitors in the market. The color of the
pack of Close Up was decided as per the color
of the toothpaste. The package of the product
also comprised with the details as per the
norms laid down for consumer product. The
packs offered in rural area are relative of
smaller, with a motive to enable the daily
wage worker to purchase the product
Product Packaging
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Product Packaging
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• The price of the product is the same for the
rural and the urban market, however the
products are offered in a smaller pack in rural
areas to enable them to purchase the same.
• Decision to fix the price is taken into
consideration after evaluating the competitors
pricing strategy.
Price Research
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• Close Up has its presence in both Urban as
well as rural markets.
• Unilever has key distributors all over Ghana
• The Close Up brand can be found in
supermarkets, corner shops, personal selling
• Close Up is easily available at every retail store
and supermarket
Place Research
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Distributors
Wholesalers
Rural Retailers Urban Retailers
CONSUMER
Distribution Channel
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• Promotion for Close Up is done through various
modes of media. There is advertisement on the
TV. There are also promotional activities on
radio, and outdoor media like banners and
billboards. Social media promotion is also used.
• Close Up has sponsored a dance competition
called the Salsa Fiesta
• Brand Ambassadors are used to promote the
Close Up brand
Promotion Research
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Social
Media
Promotion
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TV Commercials
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Sarkodie
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• Currently Close Up’s main target market is the
youth between the ages 18 – 25 years.
However, we feel that Close Up should extend
its target audience beyond this age group to a
maximum of 35 years as these people feel
young at heart and associate themselves with
the brand
Recommendations and Conclusions
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• The positioning of Close Up was clear in
the minds of consumers as a product
promoting “Freshness”
• When asked, what comes to your mind when
you hear “Close Up”, people gave us a variety
of answers like:
Freshness
Red gel paste
Smile and White Teeth
Research, CUC

• Close Up should go in for Product
Diversification and come out with a new
product that caters to Cavity Prevention and
Sensitivity
• The strength of the product is its USP of
catering to the customers who desire a fresh
breath along with white teeth
Research, CUC

THANK
YOU!
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MARKETING MIX RESEARCH OF CLOSE UP TOOTHPASTE

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