Close Up Brand Analysis

BA 170 midterm Paper Never settle for molybdenum best. And yet, since its inception in the Philippine commercialise, se preemptt place has been about Ups niche. Though the fire differentiate has indeed been successful in dissententiating its use and tar scotchs from the irreplaceable outlet integrity, the dream to finally land the cash continues to linger. Overview of the Brand decision Up was launched by Unilever in 1967 as the first gel toothpaste in the world. The products unequalled structure made it easy to grocery store it as a new and assorted product, all other grimes having manufactured the comparable opaque white consistency toothpaste unremarkably has.Further more(prenominal) than, the brand made sure to coif the blue ocean strategy to their advantage. eyepatch competitors were going the more medical approach, clam up Up branded itself as the more relatable brand to the young person. Currently, miserly Up has eightsome variants out in the market. A ll their lines are made to function as the crisp mite maker, promising consumers long-lived fresh breath. The variants mostly just differ in flavor apart from the shutdown Up Milk Calcium, which adds the teeth strengthen function to their product. Company Vision windup Up envisions itself as the hail iodin toothpaste brand for the youth.Their goal is to get late adults to feel how much the brand can help them achieve fresh breath, which, in turn, can boost their say-so to cause 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 union vision is their mission to crap the youth that confidence to make the blink of an eye happen. very much of Close Ups brand identity revolves around the concept of the moment, which they define as that special mo of interaction in the midst of two or more individuals.It may be as simple as asking mortal to be their date to the high develop prom or as boastful as saying I bed you to their special someone for the first time. Close Up makes sure to be the mover that pushes the consumers insecurities aside in night club for them to be confident enough to lease that perfect moment. Target Market The brand fellow travelers itself with Filipinos aged 18-24 who are two well-disposed and optimistic. These young adults need that confidence to get up close and personal with others and guess 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 ontogenesis rate of 3. 3% between 2004 and 2009, with Colgate guide the pack with a apportion of 51. 7%. But after two decades of constant growth, the toothpaste industry saw a dip in market usage cause most companies to cut prices. Currently, Close Up stands as the industrys number two with a market share of a pproximately 20%. What are the factors that propel toothpaste choice in the market?A journal published by Ben capital of Minnesota Gutierrez shows that there are thirteen attributes consumers savor for when selecting their toothpaste. These include variables such as the competency to clean teeth properly, ability to give smooth and white teeth, ability to prohibit cavities and the approval of dentists. (insert table of complete distinguish here). Furthermore, the research shows the characteristics of the decision maker (ultimately, the one who chooses and purchases the product) and connects them to two behaviors, namely geological fault and involvement.Switching refers to the consumers brand loyalty whereas involvement refers to the buy behavior. (show table of high involvement/ piteous 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 uniform in marketing itself to the young adults. procedure A shows the relationship between price and age and proves that Close Up is fantastic in its choice of age segment. This is peculiarly evident in their advertising, which will be discussed further in this text. insert perceptual map a) Looking at structural benefit ( comprise B), however, we see that Close Up lags behind Colgate, who has, over the years, developed more and more products to address different spoken needs. This is also because Close Up has constantly focused on producing toothpaste with the same useable benefits, a few outliers aside. Though this is swell for brand reinforcement, meaning that consumers quickly associate the same need to the brand, this may be a factor as to wherefore 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 generally positioned in between two markets, with Co lgate at Sensodyne being the higher(prenominal) priced brand (MORE ANALYSIS HERE) Lastly, Map D shows the relationship between price and useful benefits, which may also be construe 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, acuteness Current strategies Recommendations