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Close – Up (Code: c118)

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Close – Up
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Read the case given below and answer the questions given at the end.

CASE STUDY-2:


Close – Up

Close-Up ranked No.5 in A & M's Top Brand Survey of 1997, three ranks below its arch-rival Colgate by 1999, Close-Up was No.15. Since it5s introduction in the Indian market in 1975, Close-Up has been the closest challenger to Colgate, which is the top brand in this category. According to Hindustan Lever Ltd., the marketers of Close-Up, the typical consumer had no qualms about not keeping germs at bay during the night but rather cared more about fresh breath in the morning.The advertising agency, Lintas, has played on bad breath scare and targeted a typical college student who would be motivated by what brushing did to his social acceptance. It was hoped that once Close-Up entered homes, older consumers would also start using it and discard Colgate. To counter Colgate's famed Suraksha Chakra, Close-Up released ads asking consumers so do the "hah hah" test to check the freshness of breath. The focus was on communicating the key benefit "fighting bad breath".The intimacy between couples, portrayed in Close-Up commercials, was seen as disturbing the Indian mother's sensibilities and hence the ads focused on the gregarious couple, as this group-oriented closeness was seen to be more acceptable to mothers, who are the actual buyers of household toiletries.Both Colgate and HLL introduced line extensions of their brand, improved packaging and did aggressive promotions. Close-Up has been strong in the South. It has been quite weak in the East. In West Bengal, HLL roped in popular singer Anjan Dutt to reach out to the old and young alike.

 

Questions:
1. Analyze the case and determine which promotion strategy, 'pull' or 'push' would be appropriate.
2. Suggest two 'pull' promotions for Close-Up to load the trade. Why do you think these promotions would be successful?
3. Develop a sales promotion design for Close-Up

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