Professional Documents
Culture Documents
Round-2
23.1 23.0
22.3 22.3 21.6
2012
2012
2013
2013
23.8
2012
2013
The freshness segment growths have slowed down in the last two years.
Brands in the freshness segment have been gaining from Family Toothpaste and Low Price Packs like
Babool and Cibaca and lose to other segments that offer differentiated propositions like Family Naturals
(Dabur Red, Patanjali, Meswak, Himalaya), Whitening and Sensitivity.
The key players in this segment are Close Up and Colgate Max fresh, Close up being the leader in the
segment.
Colgate Maxfresh
Maxfresh is currently the fastest growing brand within the Colgate portfolio with a market share of 7.6.
Close-up is the market leader within the gel segment with a market share of 14.
$SOM
COLGATE MAX FRESH
26g @ Rs. 10
40g
80g
150g
230gm +
2013
6.9
3.5
0.2
1.5
1.5
0.1
JUL15
AUG15
SEP15
7.5
0.1
0.9
6.5
7.3
0.1
0.9
6.3
7.2
0.1
0.8
6.3
2014
7.3
4.1
0.2
1.4
1.3
0.0
YTD 14
7.3
4.0
0.2
1.4
1.3
0.1
YTD 15
7.5
4.4
0.3
1.3
1.2
0.0
Diff
Months
(0.1)
(0.0)
(0.1)
(0.0)
YTD + / 0.3
0.5
0.2
-0.1
-0.2
-0.0
YTD
SEP'14
7.3
0.1
1.1
6.0
JUN15
7.6
4.5
0.3
1.4
1.2
0.0
JUL15
7.5
4.4
0.3
1.3
1.1
0.0
YTD
SEP'15
7.5
0.1
0.9
6.4
AUG15
7.3
4.3
0.3
1.2
1.1
0.0
Diff YTD
0.2
(0.0)
(0.1)
0.5
+/-0.2
-0.1
-0.0
-0.1
-0.0
0.0
Media
Media in select states such as AP and Maharashtra has led to higher gains in these markets. The current
brand ambassador is Allu Arjun, a superstar in AP, who has a strong connect with the TG.
Distribution
Maxfresh @ Rs. 10 has played a pivotal role in driving distribution for the brand, especially in rural India.
The Challenge
Max Fresh is not synonymous with freshness as perceived by the Target Group. Close-Up enjoys high
recall as freshness toothpaste, and is commonly known as the red gel. With media investments on
Max Fresh, due to the high recall of Close Up, there is a lot of misattribution to it as well.
Closeup
Closeup was Indias first gel toothpaste. Launched in 1980, it has been the market leader in gel
toothpaste category for 3 decades. Being the first mover, Closeup, has been synonymous with
'Freshness'. It has a very unique brand identity, positioned as the toothpaste that gives people
confidence in those very "up close and personal" situations. The brand has always been unique and fun,
encouraging people to open up.
It has had a few iconic campaigns in the past - the most famous ones being Kya aap Closeup karte
hain? and Paas aao.
The core target group of Closeup is the youth and hence their marketing strategies are youthful and
trendy. Their advertisements have lot of music and dance focusing on boy/girl interaction in up close
and personal situations. In the past, they have also roped in stars like Surya in South of India to connect
better with the target group.
Of late, the brand has been investing in consumer engagement programs like First Move Party and
Movie partnerships & Meet the stars contests. Closeup has partnered with several movies such as
Katti Batti, Shaandaar, Shrimanthudu (Telugu) and Mitwa (Marathi). The brand continues to stay acive
on digital platforms to connect with its core target group.
Key Deliverables
A Maximum of 5 slides that encapsulate
Drivers of the freshness segment in Personal Care category and in Toothpaste category
SWOT analysis of Maxfresh vis-a-vis Closeup
Pen portrait of the bulls-eye consumer for Maxfresh
One-line Integrated Marketing Campaign idea
o Eg: Current Max Fresh IMC Idea Infectious Energizing Freshness
NOTE: Key deliverable for the shortlisted teams going through to the next round will be to create a
detailed marketing campaign for the suggested IMC idea.