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Launch of Close Up Face Wash
LAUNCHED AND MARKETED BY
75-TWINKLE CHHADWA
77-VAIBHAV ROKADE
79-VINIT PIMPUTKAR
81-VIRAJ SHAH
83-YASH SHETH
INDIAN MEN’S FACE WASH INDUSTRY
• Today men believe that not just social acceptance
but also career success is linked to how a person
presents himself to the external world.
• Male grooming is now an Rs 2,500-crore market in
India.
• The category clocked 21% annual growth and is
expected to touch Rs 5,270-crore in the next three
years.
MEN’S GROOMING INDUSTRY PIE
CHART
BRAND CLOSE UP
• Close-up is a brand of toothpaste which is marketed
by Unilever.
• Close-up, has been synonymous with 'Freshness' that
gives you the confidence in social interactions and
situations.
RESEARCH ANALYSIS AND SURVEY
1. Do you use a face wash?
• From 21 men surveyed 17 men use face wash while 4
don't use.
User /non -user of facewash

non- user
19%

user
81%
Which brand do you use?
Brands used by Men
Garnier
Amway

Nivea
Pears

6%

6%

Neutrogena
Clean and Clear

6%

6%
6%
59%
11%
What do you prefer?

15

preference

6

herbal
cosmetic
Are you satisfied with your product you are
using?
people satisfied by their proucts
yes

no

6%

94%
Closeup is launching new face wash in
categoriesPreferred type of facewash
9
8

4

aloe vera
after shave
smoothing
Will you buy any of the above
facewash?
People who all are ready to buy Close up Face wash
10

10

1

yes

no

may be
INTRODUCING
CLOSE-UP FACEWASH
CLOSE
UP

FOR
MEN

CLOSE UP
“SECRET TO A MEN’S BEAUTY”
• With this product we aim to become one stop
solution to all men skin problems.
• Our product is positioned at reducing all youth
problems like acne, oily skin, dull skin and battling
blemishes.
• Close up’s mission is to come up with a price that can
satisfy the need of both types of customers with
maintaining its brand.
BUSINESS OBJECTIVE
• Un matched quality and affordable price
• Close up mission is to capture the Indian face wash
market share by more than 18%in the next 3 years by
using its quality and pricing strategy.
• Our ultimate mission is to provide a good quality face
wash to its target customers with a fairly competitive
price than its competitors.
COMPETITORS
• Like Ponds, L'Oreal, Garnier and Lakme etc are competing at the upper
(premium) segment
• Ayur, clean and clear, Himalaya etc are competing at the lower segment.
SWOT ANALYSIS
STRENGTHS
• Strong market research
• Many variants (After shave, Alovera, Lemon Skin
Smoothening, Oil Control)
• Strong sales and distribution network backed by HUL
• Strong brand image
• Mass appeal/Market presence all segments

WEAKNESS
• Mainly positioned as toothpaste
• Brand Recognition of Close Up as “Face Wash”
• Many Competitor
SWOT ANALYSIS
OPPORTUNITIES
• Beauty segments compounded annual growth rate
(CAGR) is very high
• Not many men face wash products in the market.
• Higher growth opportunity by capturing Facewash
market.

THREATS
• High internal competition.
• New entrants
MARKETING MIX (4 P’s)
 PRODUCT

• Features-like fragrance, after shave, oil
control, smooth, long lasting experience, shine on
the skin etc. It will be in a cream based, and gel
based.
• Core benefit-easy to use, feel fresh for the longer
time, improves the confidence.
• Augmented product- skin glow and shine .
PRODUCT
• Potential product- different skin types, like for dry
skin, oily skin and for sensitive skin.
• Product Classificationo After shave + oil control Facewash (oily skin type)
o Smoothning +moisturising face wash (dry skin type)
o Aloevera +lemon facewash (sensitive skin)

• Product Differentiation Form:
a) Sachet -10 gms
b) Mini tube-50 gms
c) Tube- 100 gms
d) Bottle-200 gms
PRICE
 Pricing Strategy of Closeup Face wash:
• Penetration Pricing
AFTERSHAVE +OIL SMOOTHENING
CONTROL
FACE AND
WASH
MOISTURISING

ALOEVERA
AND
LEMON EXTRACTS

A)SACHET-10
GMS
B)MINI TUBE-50
GMS
B)TUBE-100GMS-

Rs. 15

Rs. 15

Rs.25

Rs. 40

Rs.40

Rs.60

Rs. 80

Rs.80

Rs.100

C)BOTTLE-200
GMS-

Rs. 170

Rs.170

Rs. 200

TYPE
QUANTITY
PLACE
All major cites and towns of india
• Drug stores
• Cosmetic shops
• Beauty saloons
• Retail stores
• Malls
DISTRIBUTION STRATEGY
• Introduction of smaller packs
DISTRIBUTION CHANNEL OF HUL
PROMOTION
ADVERTISING• With a right mix of tv ,print and online strategies will be
employed. A 60:30:10 will be given for an effective reach to
the audience.

1. Social Media (Creating the Buzz)•

Ad 1st on youtube , Facebook, Twitter ,online stores, Search
word optimisation

2. Print- (after 1 week)
•
•

The Times of India and Bombay Times, regional newspaper
Filmfare magazine, men’s health magazine.
PROMOTION
3. TV Campaign•
•

ads for 20 seconds, every 3 hrs.
Star tv, sony, zee, sab, news channels, sports channel,music
channels.

4. Sponsorships•

Fashion week, Reality shows, college fests

5. Sales Promotion•

Facewash sachets with closeup toothpaste to our customers

6. Outdoor•

Billboards and hoardings.
PROMOTION BUDGET
Print ads TOI-half (front )page- Rs. 15,545,681 (tier1)
• Quarter(any page) - Rs. 1,106,400 (tier 2 )
 CITY TIMES-half (front page)- Rs. 11,020,763 (tier 1)
• Quarter (any page)- Rs. 3,359,276 (tier2)
 REGIONAL NEWSPAPERS-approx cost- Rs.40lacs

•
•
•

MAGAZINESFilmfare - (full page)-4.5 lacs
Mens health magazine-4lac
Total- Rs.17,57,82,120
PROMOTION BUDGET
• OUTDOOR- hoardings billboards on prime
locations .Approx Rs. 1.50cr
• ONLINE- Approx Rs. 5 lac
• SPONSORSHIPS- beauty shows, reality
shows, fests etc. Approx 2cr.
• RADIO- 93.5red FM, 104.8, 92.7 etc in metrosapprox-12 lacs
• Total- Rs. 3.67cr
PROMOTION BUDGET
Tv adschannels

Frequency
(per day)

duration

period

Rates

Star plus, sab, zee, sony

7

20 sec

1 month

1cr

Mtv, channel v ,zoom

5

20 sec

1 month

57 lacs

Star world, AXN,

5

10 sec

15 days

45 lacs

Star sports,star
cricket,ten sports

7

20 sec

1 month

73 lacs

News channel

5

10 sec

1 month

15 lacs

TOTAL

2.90cr

TOTAL PROMOTON BUDGET-RS.24,14,82,120
STP MODEL
1. SEGMENTION
•

Geographic- urban, semi -urban

•

Demographics- age ,sex, occupation ,lifecycle,social
class

•

Behavioral- occassion, user status, attitudes
towards the product
TARGETING
• Men in the age group of 15-40 years Urban and Semi- urban
markets.
• College going or professionals

POSITIONING
• Our positioning will emphasize on the triple benefits of
antiseptic After Shave, face wash and a Skin Smoothening
• Points of parity -cleansing action.
• Points of difference would be the unique antiseptic action
CONCLUSION
• FOLLOWING THE ABOVE STRATEGIES WE
HOPE TO MEET OUR TARGETS AND BE A
SUCCESFULL BRAND.
THANK YOU

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Launch of Close Up Face Wash

  • 2. LAUNCHED AND MARKETED BY 75-TWINKLE CHHADWA 77-VAIBHAV ROKADE 79-VINIT PIMPUTKAR 81-VIRAJ SHAH 83-YASH SHETH
  • 3. INDIAN MEN’S FACE WASH INDUSTRY • Today men believe that not just social acceptance but also career success is linked to how a person presents himself to the external world. • Male grooming is now an Rs 2,500-crore market in India. • The category clocked 21% annual growth and is expected to touch Rs 5,270-crore in the next three years.
  • 5. BRAND CLOSE UP • Close-up is a brand of toothpaste which is marketed by Unilever. • Close-up, has been synonymous with 'Freshness' that gives you the confidence in social interactions and situations.
  • 6. RESEARCH ANALYSIS AND SURVEY 1. Do you use a face wash? • From 21 men surveyed 17 men use face wash while 4 don't use. User /non -user of facewash non- user 19% user 81%
  • 7. Which brand do you use? Brands used by Men Garnier Amway Nivea Pears 6% 6% Neutrogena Clean and Clear 6% 6% 6% 59% 11%
  • 8. What do you prefer? 15 preference 6 herbal cosmetic
  • 9. Are you satisfied with your product you are using? people satisfied by their proucts yes no 6% 94%
  • 10. Closeup is launching new face wash in categoriesPreferred type of facewash 9 8 4 aloe vera after shave smoothing
  • 11. Will you buy any of the above facewash? People who all are ready to buy Close up Face wash 10 10 1 yes no may be
  • 13. “SECRET TO A MEN’S BEAUTY” • With this product we aim to become one stop solution to all men skin problems. • Our product is positioned at reducing all youth problems like acne, oily skin, dull skin and battling blemishes. • Close up’s mission is to come up with a price that can satisfy the need of both types of customers with maintaining its brand.
  • 14. BUSINESS OBJECTIVE • Un matched quality and affordable price • Close up mission is to capture the Indian face wash market share by more than 18%in the next 3 years by using its quality and pricing strategy. • Our ultimate mission is to provide a good quality face wash to its target customers with a fairly competitive price than its competitors.
  • 15. COMPETITORS • Like Ponds, L'Oreal, Garnier and Lakme etc are competing at the upper (premium) segment • Ayur, clean and clear, Himalaya etc are competing at the lower segment.
  • 16. SWOT ANALYSIS STRENGTHS • Strong market research • Many variants (After shave, Alovera, Lemon Skin Smoothening, Oil Control) • Strong sales and distribution network backed by HUL • Strong brand image • Mass appeal/Market presence all segments WEAKNESS • Mainly positioned as toothpaste • Brand Recognition of Close Up as “Face Wash” • Many Competitor
  • 17. SWOT ANALYSIS OPPORTUNITIES • Beauty segments compounded annual growth rate (CAGR) is very high • Not many men face wash products in the market. • Higher growth opportunity by capturing Facewash market. THREATS • High internal competition. • New entrants
  • 18. MARKETING MIX (4 P’s)  PRODUCT • Features-like fragrance, after shave, oil control, smooth, long lasting experience, shine on the skin etc. It will be in a cream based, and gel based. • Core benefit-easy to use, feel fresh for the longer time, improves the confidence. • Augmented product- skin glow and shine .
  • 19. PRODUCT • Potential product- different skin types, like for dry skin, oily skin and for sensitive skin. • Product Classificationo After shave + oil control Facewash (oily skin type) o Smoothning +moisturising face wash (dry skin type) o Aloevera +lemon facewash (sensitive skin) • Product Differentiation Form: a) Sachet -10 gms b) Mini tube-50 gms c) Tube- 100 gms d) Bottle-200 gms
  • 20. PRICE  Pricing Strategy of Closeup Face wash: • Penetration Pricing AFTERSHAVE +OIL SMOOTHENING CONTROL FACE AND WASH MOISTURISING ALOEVERA AND LEMON EXTRACTS A)SACHET-10 GMS B)MINI TUBE-50 GMS B)TUBE-100GMS- Rs. 15 Rs. 15 Rs.25 Rs. 40 Rs.40 Rs.60 Rs. 80 Rs.80 Rs.100 C)BOTTLE-200 GMS- Rs. 170 Rs.170 Rs. 200 TYPE QUANTITY
  • 21. PLACE All major cites and towns of india • Drug stores • Cosmetic shops • Beauty saloons • Retail stores • Malls DISTRIBUTION STRATEGY • Introduction of smaller packs
  • 23. PROMOTION ADVERTISING• With a right mix of tv ,print and online strategies will be employed. A 60:30:10 will be given for an effective reach to the audience. 1. Social Media (Creating the Buzz)• Ad 1st on youtube , Facebook, Twitter ,online stores, Search word optimisation 2. Print- (after 1 week) • • The Times of India and Bombay Times, regional newspaper Filmfare magazine, men’s health magazine.
  • 24. PROMOTION 3. TV Campaign• • ads for 20 seconds, every 3 hrs. Star tv, sony, zee, sab, news channels, sports channel,music channels. 4. Sponsorships• Fashion week, Reality shows, college fests 5. Sales Promotion• Facewash sachets with closeup toothpaste to our customers 6. Outdoor• Billboards and hoardings.
  • 25. PROMOTION BUDGET Print ads TOI-half (front )page- Rs. 15,545,681 (tier1) • Quarter(any page) - Rs. 1,106,400 (tier 2 )  CITY TIMES-half (front page)- Rs. 11,020,763 (tier 1) • Quarter (any page)- Rs. 3,359,276 (tier2)  REGIONAL NEWSPAPERS-approx cost- Rs.40lacs  • • • MAGAZINESFilmfare - (full page)-4.5 lacs Mens health magazine-4lac Total- Rs.17,57,82,120
  • 26. PROMOTION BUDGET • OUTDOOR- hoardings billboards on prime locations .Approx Rs. 1.50cr • ONLINE- Approx Rs. 5 lac • SPONSORSHIPS- beauty shows, reality shows, fests etc. Approx 2cr. • RADIO- 93.5red FM, 104.8, 92.7 etc in metrosapprox-12 lacs • Total- Rs. 3.67cr
  • 27. PROMOTION BUDGET Tv adschannels Frequency (per day) duration period Rates Star plus, sab, zee, sony 7 20 sec 1 month 1cr Mtv, channel v ,zoom 5 20 sec 1 month 57 lacs Star world, AXN, 5 10 sec 15 days 45 lacs Star sports,star cricket,ten sports 7 20 sec 1 month 73 lacs News channel 5 10 sec 1 month 15 lacs TOTAL 2.90cr TOTAL PROMOTON BUDGET-RS.24,14,82,120
  • 28. STP MODEL 1. SEGMENTION • Geographic- urban, semi -urban • Demographics- age ,sex, occupation ,lifecycle,social class • Behavioral- occassion, user status, attitudes towards the product
  • 29. TARGETING • Men in the age group of 15-40 years Urban and Semi- urban markets. • College going or professionals POSITIONING • Our positioning will emphasize on the triple benefits of antiseptic After Shave, face wash and a Skin Smoothening • Points of parity -cleansing action. • Points of difference would be the unique antiseptic action
  • 30. CONCLUSION • FOLLOWING THE ABOVE STRATEGIES WE HOPE TO MEET OUR TARGETS AND BE A SUCCESFULL BRAND.