ABOUT UNILEVER:
Unilever - To add vitality to life
Unilever is a British multinational consumer goods company headquartered in London, England. Unilever has been operating in Vietnam since 1995, has more than 400 brands ( OMO, P/S, Clear, Pond’s, Knorr, Lifebuoy, Sun silk, VIM, Lipton, Sunlight, VISO, Rexona…) in more than 190 countries, is a company with global goals. Unilever holds the leading position in rural Vietnam, accounting for more than 60% of Vietnam's population and at the same time holds the second position on the ranking in Urban 4 cities.
ABOUT CLOSEUP:
Closeup established and put into operation in 1967, is a brand of Unilever In Vietnam, Close Up is the leading brand in the “Freshness” segment of the toothpaste category with more than 60% brand awareness among the youth. Closeup is a brand of gel toothpaste that contains mouthwash extracts and micro-whitening particles that provide long-lasting fresh breath and whiter teeth. Products are sold in Brazil, Asia and South Africa, among other oral care brands. Closeup is positioned as a brand for young people. Closeup is a convenience product (A consumer product that customers usually buy frequently, immediately, and with minimal comparison and buying effort). Product lines: red hot, menthol chill, lemon mint, fire freeze, closeup diamond attraction, peppermint splash.
Target Audience of Closeup is youth. The Close Up youth (18-24 years old) age group like to be independent, socialize with friends at coffee shops. They are young, bold, and dynamic. When they come to love & relationships, In a relationship, they can't do without kisses, so the closeup is aimed at young people who want to have fresh breath, attract partners. Majority of its customers are from lower income group/ middle income group people because this price is very reasonable. Close Up was positioned as a youth oral care brand from the very beginning. Also Close Up has positioned itself for the Emotional benefit of closeness and rational benefit of freshness. When it comes to Closeup, everyone will think of an oral care product that focuses on creating fresh breath and whitening teeth instead of focusing on Colgate's anti-cavity, or Sensodyne’ s anti-sensitivity. Closeup's slogan is "This is not just toothpaste, this is a closeup"
Reference list:
https://www.unilever.com.vn/our-company/ https://en.wikipedia.org/wiki/Unilever#:~:text=Unilever%20PLC%20is%20a%20British%20multinational%20consumer%20goods,pet%20food%2C%20toothpaste%2C%20beauty%20products%2C%20and%20personal%20car. https://www.brandsvietnam.com/tieudiem/18574-Cac-thuong-hieu-duoc-chon-mua-nhieu-nhat-tai-Viet-Nam-2019?fbclid=IwAR30zmkYdbZo4RKzrZjgHpHrOnk4cnIoYecmZ_-uX5PuVsX_s2hHa_AyqF0
https://www.unilever.com.vn/brands/beauty-personal-care/close-up/
https://drive.google.com/file/d/1XTvpbuognKc6pBI-kRlMRWgFzc50ydAx/view?usp=sharing ( page 226/ chap 8)
https://www.brandsvietnam.com/campaign/69-Closeup-Sing-In-Your-Style?fbclid=IwAR15BsWt1ESovmGFsG-Y55IGDPe276hrxpdcftmzAIQEMKcWjbfb1kQNgjw
https://www.scribd.com/doc/62269385/Close-up-marketing-mix#:~:text=Also%20Close%20Up%20has%20positioned%20itself%20for%20Emotional,youth%20oral%20care%20brand%20from%20the%20very%20beginning.
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