Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.

1. 10 STEP
Marketing Plan for CLOSE-UP
Bong De Ungria
January 2011
See the Simplified Guide to 10 Step Marketing Plans
http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html

2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. De Ungria’s marketing
management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.

3. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.

4. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win

5. 1.Close-up primary target
market (PTM) are “teens” at
heart
 13-24 years old, social class AB and C, single
without kids
 Studying or just starting work, actively dating
or pa-cute towards the preferred sex
 Brush 3x a day, and demand long lasting
fresh breath and white teeth to gain that
extra confidence

6. PTM needs to be loved by
their special someone…
Self-Actualization
Needs
(Self-Development
I am happy when I have & Realization)
a romantic partner
Esteem Needs
(Recognition,
Status)
I want to be loved Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

7. 2. Teens have unique
needs, wants & demands
Teens “desperately” need to belong, to be loved, gain
self-Esteem, and achieve Self -actualization
Teens prefer, choose Close-up over other toothpastes
because of Taste, Freshness, Color, packaging, price,
credibility& awareness of company, brand promise
of confidence up close; PDA approval,
Teens demand
Whiter teeth, Fresher breath, no tooth decay, long
lasting, More confidence to come close to the
their preferred sex, Feel more sexually attractive

8. 3a. Close-up has many
formidable competitors
 Direct: Colgate, Hapee, Unique, Beam,
Sensodyne toothpastes
 Indirect: Mouthwashes, Breathmints, gums,
candy, breath spray, water
 Variables: Age, Price, packaging, specific
use, convenience of use, availability,
Occasion of use, brand promise of
confidence up-close and personal to
preferred sex

9. Close-up is #1 in niche:
premium product for teens
as of 2005
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix
High Colgate
Colgate Close Sensodyne
price kids up
total
Low
Hapee
Price Hapee
Unique

10. Close-up is #1 in niche:
premium product for teens
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix Colgate
Close Colgate
High Colgate
Fresh
Up
Colgate
Sensitive
Sensodyne
Close whiten
price kids Total +
up
whiten
Hapee Hapee
Low Fresh Complete
+ whitening
Price Hapee
Unique Unique

11. Close-up niche positioning to the
teen market up close…
as of 2005
Benefit Positioning vs. Brand Matrix
Colgate Colgate Close Up Hapee Hapee
Functional Benefit Kids Total Gel Kids Regular Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Many competitors in prevent tooth decay and saves money
positioning.

12. Close-up’s niche is being crowded
so it strengthened its key
differentiator (kiss!) as of 2011
Benefit Positioning vs. Brand Matrix
Colgate Hapee
Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total +
Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Confidence Up Close to Kiss
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Harder to stand out amidst the competitive clutter.

13. Hapee has “followed” Colgate
and Close-Up positioning and
offers more for lower price
Hapee has products
which match
“Colgate Total” and
Close Up”
confidence and
teeth whitening
postions

14. 4. Close-up positions strongly
in a niche market opportunity
Close-up is the only toothpaste
 that gives shiny white teeth and fresh breath
 for teenagers
 who want to feel confident when up close and
personal when kissing their preferred sex partners.
Colgate Fresh Confidence & Hapee Fresh are trying to
crowd/ copy this position.
Traditional positioning has been on broad segments of
the market with emphasis on preventing tooth decay,
whitening & low price.

15. 4. “Positioning”: brand
identity from the maker
The Closer, The Better
Fresher Breath & Whiter Teeth for
the confidence to get close, only
from Close Up!
Source: Unilever Philippines website

16. 4. Close-Up Positioning from
the global perspective…
Close-Up gives confidence in those very "up close and personal"
situations.
Couples with bright smiles in very "close" situations are featured on
the packaging, and commercials depicted youthful adults
blowing kisses at each other.
Gives fresh breath, white teeth and, subsequently, a little extra
self-confidence and sex appeal.
Symbolized by attractive white smiles in very close situations.
Source: Unilever Global website

17. 5a. Based on competitor press
releases, toothpaste market is
P15 billion
Nov. 2005: Market size for toothpaste: 10 Billion
 Colgate: 50%
 Close Up: 20%
 Hapee: 15%
2007: Hapee becomes #2 brand, reaching 20% share. Retains this
20% share until 2010.
2009: After 2 decades of continuous growth, market declines
13%. Companies reduce prices. To stay competitive, Hapee’s
prices cut by 20%.

18. 5a. Based on competitor data,
toothpaste market is P15 billion
References
 http://www.aredconsult.com/philippine-business/lamoiyan.htm
November 28, 2005, Bernie Cahiles-Magkilat, Manila Bulletin
 http://goodnewspilipinas.com/2008/11/23/hapee-now-rps-2nd-best-
toothpaste-brand/
 http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-
250434/Pinoys-brush-teeth-less-or-use-less-toothpaste
Pinoys brush teeth less or use less toothpaste
By Paolo Montecillo
Philippine Daily Inquirer
First Posted 00:59:00 01/31/2010

19. 5b. Based on Unilever data,
where close-up share is 20%,
total market size is 15 billion
1. Unilever Philippines sales data: Close-
up sales may be P3 billion
2. Unilever claims market share of 20%
3. Then total toothpaste market size is P
3 billion/0.2 = P 15 billion

20. 5c. Consumer data indicates
a size of P 22 billion
Toothpaste Usage:
60 of 90 million Filipinos brush average of
2x per day using 5 mL toothpaste
which costs around P0.50 per
brushing
60 M x 2 x P0.50 X 365 = P22 billion

21. 5. Concluded that toothpaste
market is 15 billion
1. Competitor data= P15 B
2. Company data = P 15 B
3. Customer Usage data = P 22 B

22. Close-Up, like Colgate own
superior displays on shelf.

23. 6b. What makes Close-Up
different as a product?
 Only Close Up has germ-fighting mouthwash to give
you long lasting fresh breath!
 Only Close Up has Microwhiteners and Vitamin
Fluoride System to give you whiter and stronger
teeth.
 Close Up is the only Philippine toothpaste that is
recommended by both the World Dental Federation
and the Philippine Dental Association.
From Unilever Philippines website

24. 6b. Close-up offers long-
lasting freshness in 8 variant
1. Close Up Red Hot
2. Close Up Menthol Chill
3. Close Up Icylicious
4. Close Up Lemon Mint
5. Close Up Crystal Frost Winter Blast
6. Close Up Crystal Frost Cool Spice
7. Close Up Milk Calcium
8. Close Up Spa Moisture
From Unilever Philippines website

25. 7. Price-
Brands are aiming for “affordable
price points: P 20, 50, <100”. Very
hard for consumer to compare
ACTUAL RETAIL PRICES AT WALTERMART SUPERMARKET (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 59 49
160 109.5 109.5
150 74 82.75 55.75 51.75 50
100 54 49 65 55.75 44 34.75
90 75.5 75.5
50 35.25 31.75 36 29.75 24.75
40 47 47
25 17.5 20
Tabulation of 8 sizes, 5 brands, 12 variants

26. 7. Price-
Toothpaste prices vary widely
from P300 to P1175 per liter
PRICE PER LITER OF PRODUCT BASED ON SUPERMARKET PRICES (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 311 258
160 684 684
150 493 552 372 345 333
100 540 490 650 558 440 348
90 839 839
50 705 635 720 595 495
40 1175 1175
25 700 800

27. 8a. Close-Up uses TV ads,
Love events & Songs
Mass Personal
1. Sales Promotion 1. Direct Marketing
1
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
2
4. Events and 4
4. Word of Mouth
3 Experiences

28. 8a. Close-Up has teeny
bopper feel good romance
commercials

29. 8a. Close-Up Lovapalooza 2008:
Gerald to Kim: Do I get to kiss you?
http://www.youtube.com/watch?v=t9sbGzxRKkM

30. 8a. An event that is truly
Close-Up’s (reinforced)
Kissing Record Back to the Philippines
 A total of 6,124 couples kissed simultaneously in
Closeup’s Lovapalooza at the SM Mall of Asia beating
Hungary’s record of 5,700 in 2005.
 The Guinness Book of World Records has yet to
release the official number of couples of this record
breaking event.
 Every Valentines for 5 years in a row, thousands of
couples have shown the ultimate display of fresh
breath confidence by kissing in Close Up Lovapalooza

31. 8a. Close Up’s true test:
Halik Meter challenge
http://www.youtube.com/watch?v=2XwGeryMOEY

32. 8b. Colgate remains #1:
<50% share & declining?

33. 8b. Hapee challenges #2:
20% share & increasing?

34. 8b. Hapee challenges #2:
proudly Pinoy world class

35. 8b. Sensodyne- more benefits
(fresh mint) for 25% less to
respond to Colgate Sensitive
Sensodyne Freshmint Print Ad, Philippine Daily Inquirer, Feb. 10, 2011

36. 9. Close-up is distributed
nationwide using Unilever
distibution network
 Supermarkets, sari-sari stores, convenience
outlets, drugstores, market stalls
 Nationwide
 Pick-up by customers
 Cash and credit transaction

37. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling “place” gaps

38. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling gaps
3. Aside from slowing domestic demand, he said the
bigger competing firms had also adopted the
practice of buying the entire supermarket shelf
space, ensuring maximum exposure on the aisles.
- Cecilio Pedro, Lamoiyan President, 2010
http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-250434/Pinoys-brush-
teeth-less-or-use-less-toothpaste

39. 10. Close-up is a niche leader
Close-up’s main strategy is to dominate
the niche market of 13 to 24 year old
teens at heart.
It benefits from the distribution leverage
of Unilever.
Has an excellent, premium priced,
product distributed nationwide.

40. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.

41. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win

42. 10 STEP
Marketing Plan for CLOSE-UP
Bong De Ungria
January 2011
See the Simplified Guide to 10 Step Marketing Plans
http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html