Unilever-Closeup Research Methodology

MARKETING MIX
RESEARCH
Presented to you by:

Christiana Akyaa Bandoh
Jeremiah Badu Shayor
Richard Mawuli Torkonoo
Edward Yaw Udzu
Abdulai Adamu
MSc. Marketing, Social and
Organizational Research, CUC
Marketing Mix
The marketing mix is one of the most
famous marketing terms. *The
Marketing Mixis 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
7Psof and
includes
the addition of
*Principles
Marketing,
14e, Kotler and
Armstrong, 2012
process,
people and physical
4Ps of Marketing
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
4Ps of Marketing
Place- Place or distribution refers to
making the productavailablefor
customers
atconvenientandaccessibleplaces
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

Product Research
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
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 inthe market and the
best colorfor that flavor was
Product Research
The Product line of Close Up in Ghana
is:
Red Hot
Cool Breeze
Eucalyptus Mint
Product Innovation
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 - youthcentricproduct positioning and
an innovative product pipeline.

Product Packaging
The Packaging of Close Up is designed to
exhibit liveliness and freshness.
Thepack of the product has a metallic
effect to make it more lively andattractive.
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
acouple on its cover.
Product Packaging
The packaging was designed in par with
the competitors in the market. The color
of the pack ofClose 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

Price Research
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 theprice is taken into
consideration after evaluating the
competitors pricing strategy.
Place 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
Distribution Channel
Distributors
Wholesalers
Rural Retailers
Urban Retailers

Organizational
Research, CUC
CONSUMER
Promotion Research
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
Social
Media
Promoti
on

TV Commercials

Sarko
die

Recommendations and
Conclusions
Currently Close Ups 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 ofClose Up was clearin
theminds of consumers asa product
promoting Freshness
When asked, what comes to your mind
when you hear Close Up, people gave
us a variety of answers like:
Freshness
Red gel paste
Smile and White Teeth
Recommendations and
Conclusions
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!


Unilever-Closeup Research Methodology

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MARKETING MIX

Presented to you by:

History & Background of

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

MSc. Marketing, Social and

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