Marketing Mix Research on Unilever Close Up tooth paste

MARKETING MIX RESEARCH

MSc. Marketing, Social and Organizational Research, CUC

• Christiana Akyaa Bandoh

• Jeremiah Badu Shayor

• Richard Mawuli Torkonoo

• Edward Yaw Udzu

• Abdulai Adamu

Presented to you by:


• 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

*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


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.


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


• 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


• 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


• The Product line of Close Up in Ghana is:

Red Hot

Cool Breeze

Eucalyptus Mint

Product Research


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


• 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


• 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


Product Packaging


• 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


• 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


Distributors

Wholesalers

Rural Retailers Urban Retailers

CONSUMER

Distribution Channel


• 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


Social Media

Promotion


TV Commercials


Sarkodie


• 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


• 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:

FreshnessRed gel pasteSmile and White Teeth



• 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



THANK YOU!