CLOSE UP TAQDEES TAHIR BB-852 MUHAMMAD SHAHID BB
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Transcript CLOSE UP TAQDEES TAHIR BB-852 MUHAMMAD SHAHID BB
CONSUMER ATTITUDE
PRESENTED TO
MISS.DURIA HASAN
PRESENTED BY
TAQDEES TAHIR
HUMA SIDDIQUI
MUHAMMAD SHAHID
Consumer Attitude
Towards
TOOTH PASTES
CLOSE UP
INTRODUCTION
• Close up is the product of Unilever.
• Unilever is one of the world's greatest
consumer goods companies.
• It is dedicated to great brands that help
people look good, feel good and get
more out of life.
• Close-Up® debuted in 1967 as a clear
red gel with a spicy cinnamon taste and
mouthwash right in the toothpaste.
• launched in the 1970s, Close up was
the first gel toothpaste in Pakistan and
the first toothpaste with mouthwash.
Market Analysis
of
Consumer Attitude
towards
Toothpaste
SURVEY AREAS
•
•
•
•
•
•
•
Gulshan-e-Iqbal
Malir
Shah Faisal Colony
Mehmoodabad
Model Colony
Defence
F.B Area
•PECHS
•Gulistan-e-Jauhar
•Nazimabad
•Malir Cantt
•Garden
OCCUPATION
70
60
50
40
30
20
10
0
STUDENTS
EMPLOYEES
HOUSE WIVES
OTHERS
DIFFERENT BRANDS OF TOOTH PASTE
40%
35%
30%
25%
20%
15%
10%
5%
0%
Colgate
Close up
Macleans
Sensodyne
Forhans
Others
MARKET ANALYSIS
FOR
CLOSE UP
GENDER
MALE
38%
MALE
FEMALE
FEMALE
62%
OCCUPATION
80%
70%
60%
50%
students
40%
employees
30%
house wives
20%
10%
0%
BRAND CONSCIOUSNESS
Yes
42%
No
58%
Yes
No
SATISFACTION
No
4%
Yes
No
Ye s
96%
PRICE ANALYSIS
price in terms of quality
100%
80%
60%
Fair &
reasonable
40%
Expensive
20%
0%
QUALITY ANALYSIS
Quality in terms of price
70%
60%
50%
40%
30%
20%
10%
0%
Good
Satisfactory
Not
satisfactory
CONSUMPTION PERIOD
less
than a
year
50%
25%
2 years
more
than 2
years
25%
ATTRACTION MODES
41.60%
own
experience
TV
advertisement
word of
mouth
50%
8.40%
LIMITATIONS
• Low involvement category
• Lack of individual choice
• Low switching on attitude brand loyalty
and consciousness
• Less interest to try any new brand of
toothpaste
• Brand loyalty and consciousness
FINDINGS
• Close up is the second largest brand in
Karachi consumed by different age
groups of people.
• Close up is more used by females than
males.
• Close up is more popular in youngsters
like students, teenagers etc.
RECOMMENDATIONS
As to lead the market it should be promoted
more and more mainly through TV
advertisement.
Unilever should review its marketing strategy
to compete with its major competitors.
Close up should adopt some promotional
offers as well.
CONCLUSION
THANK YOU