Close Up Marketing Plan: Digital Strategies & Analysis - South Africa

This marketing plan outlines a comprehensive digital strategy for Close Up in South Africa, aiming to achieve a €10 million brand value by 2020. It includes a situation analysis covering the internal environment, competitor strategies (Colgate, Aquafresh, Sensodyne), and a PESTEL analysis. The plan identifies two primary target audiences: Content Creators and Compulsive Chroniclers, detailing their consumer journeys. Objectives are set, and relevant digital channels like YouTube, Facebook, and Twitter are selected to engage the target audience. The action plan involves creating engaging content, promoting free dental checkups, and leveraging social media influencers. A budget of $1.5 million is allocated to the digital marketing campaign, with key performance indicators (KPIs) defined for measurement and evaluation. The plan emphasizes innovative digital marketing strategies to provide confidence to younger generations and enhance brand awareness and market penetration in the South African market.

Running head: MARKETING PLAN OF CLOSE UP COMPANY

1MARKETING PLAN OF CLOSE UP COMPANY

2MARKETING PLAN OF CLOSE UP COMPANY
Table of Contents
1. Organizational Background.............................................................................................6
2. Situation Analysis............................................................................................................8
2.1. Internal Environment................................................................................................8
2.2. Competitor Analysis...............................................................................................11
2.3. PESTEL Analysis...................................................................................................13
2.4. SWOT Analysis......................................................................................................17
3. Target Audiences...........................................................................................................23
3.1. Content Creator Consumers....................................................................................25
3.2. Compulsive Chronicler’s Consumer.......................................................................26
4. Objectives......................................................................................................................30
5. Channels........................................................................................................................35
6. Action Plan....................................................................................................................41
7. Budget............................................................................................................................44
8. Measurement....................................................................................................................0
References............................................................................................................................4

3MARKETING PLAN OF CLOSE UP COMPANY
Chapter 1
Executive Summary
Executive Summary

4MARKETING PLAN OF CLOSE UP COMPANY
Executive Summary
Background: Close-up is the toothpaste which started to include crystals in its toothpaste which
is supposed to give icy-cool freshness over a period of time.
Situation Analysis: From internal environment analysis it is gathered that it seems that the
advertisements have jumped to the mobile-based applications so as to reach the consumers faster.
YouTube along with various other digital platforms have though created challenges but at the
same time it has opened options and opportunities for the organization to market their brands.
Based on the internal environment and competitor analysis, Close-up’s core product range is
recommended for Compulsive Chronicler’s as it provides the functional benefit of freshness that
is demanded to the target audiences.
Target Audiences: This target consumer group is concerned about presence and their online
behavior triggers for this journey as they primary focus on the events and have a general desire
to enhance aesthetics that is brought on by growing self-awareness regarding appearance.
Objectives and Channels: The advertisement campaign of Close Up is related to fashion and it
has been made stylish with endorsement from various famous celebrities to appeal young people
across South Africa. Generally, the toothpastes were of mint flavor but Close-up was introduced
with a spicy cinnamon taste. Close Up will also set geo-targeted campaigns on YouTube through
promoting free dental checkups on YouTube news feeds.
Action Plan and Budget: The budget that is set for this digital marketing campaign is $1.5
million and this budget is deemed to be suitable in case it attains the maximum followers, post
shares and views as determined.

5MARKETING PLAN OF CLOSE UP COMPANY
Chapter 1 Organizational Background

6MARKETING PLAN OF CLOSE UP COMPANY
1. Organizational Background
Oral care is observed to be €205 million size category which is growing at an alarming
rate of 10%. The toothpaste segment is increasing in value and represents €126m with
toothbrushes representing €32m. Unilever South Africa is observed to acquire Close-Up in the
year 2011 and re-launched the brand in the year 2015. Moreover, Close Up has recorded market
share of 1.4% that declined by 1.5% in the year 2015. Product ranges of the brand include two
variants such as Cool Breeze and Red Hot that contributes 60% and 40% of the sales respectively
(Armstrong et al. 2014). The new product range will encompass Close-up Core that offers
functional advantage of freshness along with a premium range that offers a whitening advantage.
The company will also focus on launching a toothbrush range.
Current Product Range
New Product Range
Close-up Core Close-up Premium
 Freshness  Whitening

7MARKETING PLAN OF CLOSE UP COMPANY
Close-up is amongst the most popular brands of toothpastes in various part of the world
including Africa which is produced and marketed by one of the biggest FMCG company
Unilever. Close-up could be considered as one of the important products of the organization
with its millions of users worldwide (Akande 2015). The product is mainly targeted towards the
youth crowd as it is marketed as the toothpaste that provides freshness for hours after use.
Though in South Africa, the organization has sold its license rights but it did not fail to entice the
crowd in various countries even today. The advertisement campaign of this product is related to
fashion and it has been made stylish with endorsement from various famous celebrities to appeal
young people across the globe. Generally, the toothpastes were of mint flavor but Close-up was
introduced with a spicy cinnamon taste.
Moreover, it was the first time a toothpaste was made as a gel with the benefits of both
toothpaste and mouthwash (Armstrong et al. 2014). This has been a huge breakthrough of this
product in the market. In their latest product Close-up has introduced many flavors with its main
motto is to keep breath fresh, enamel strong and while teeth to provide the users confidence so as
they could have close and person touch with their special someone. Therefore, this product still
campaigning its product symbolizing attractive smile when coming within close proximity of

8MARKETING PLAN OF CLOSE UP COMPANY
other people. Close-up is the toothpaste which started to include crystals in its toothpaste which
is supposed to give icy-cool freshness over a period of time (Batra and Keller 2016). Moreover,
it also came with two coloured get which provide both cooling sensation and long-lasting
freshness. The strategy on which they emphasize on is the white teeth, fresh breath, protection
from decay and confidence to come closer to the user’s preferred person.
2. Situation Analysis
2.1. Internal Environment
In this digital era, it seems that the advertisements have jumped to the mobile-based
applications so as to reach the consumers faster. YouTube along with various other digital
platforms have though created challenges but at the same time it has opened options and
opportunities for the organization to market their brands. The brand has also taken the marketing
campaign to another level when it launched “sing in your style” in Africa (Bickhoff, Hollensen
and Opresnik 2014).

9MARKETING PLAN OF CLOSE UP COMPANY
Close-up has performed a research and found out that the people of that country are fond
of singing reality show, therefore as lot of people lack the confidence of singing in front of
crowd, they started a campaign wherein people could sing in their mobile and send it to the team
of the brand. Moreover, Unilever also entered into an agreement with the media channel in the
country to raise the awareness about its contest. To make this happen, Close-up started
“iVoicetechnology” on mobile to provide with the singing platform for Close-up customers and
in the same it has spent nearly 69% of its marketing budget in one month (Chaffey 2015).
Therefore, the same strategies could be done on digital channels like YouTube in future as well
with certain content creators needed to edit. Hence, this requires the team of content creators and
video editors with a budget of as high as $ 50,000 as the video making is quite expensive.
Close-up has come up with an excellent idea by campaigning for selfie contest in South-
Asian countries. The marketing team of Close-up has trapped the lifestyle of the consumer in
general and understood their psychographics which generally revolves around value of self.

10MARKETING PLAN OF CLOSE UP COMPANY
Hence with this ‘selfie’ contest the brand has been able to connect with the target customer by
aligning with their lifestyle aspect. This requires a platform such as Facebook with a Closeup fan
page where the selfies will be uploaded and the winner of the contest will be rewarded. The team
needed for the same are the image editors and other content writers to maintain the webpage with
a budget of nearly $ 20,000 (Coles 2014).
Moreover, in some of the countries, the brand has tried to start a buzz wherein it urges
people to start conversation with their peers and other social connection. Therefore, in order to
do so, they have developed a communication strategy which encompasses the core elements
from previous campaigns of the brand including brand partnership, promos, radios as well as
naming a celebrity as ambassador. Moreover, they start influencing the network through the help
of bloggers and other social media influencers so as to tap the target market from the very
beginning. For such a strategy Twitter and other blogging websites can be the idle platform with
team of content editors with a low budget of $ 10,000 as well (Fischer, Shin and Hanssens 2018).
Other than the same, the brand has also put their advertisement in various movies to make its

11MARKETING PLAN OF CLOSE UP COMPANY
brand known to the entire market. The brand had an objective of striking a young conversation
and hence it rolled out various music videos on different digital platforms. This has been a great
success for the brand as it created a brand awareness, increased the market share of the brand and
improved the image of the brand.
2.2. Competitor Analysis
Digital Strategy of Competitors
Colgate The primary objective of Colgate, being the market leader is to increase
its reach as well as make people aware of the oral health so as to
increase it sales volume. The brand launched awareness campaign by
providing free dental checkups and even launched “Spreading a million
smiles with a mobile” (Gâdău 2017). In this, the core strategy of Colgate
was to mobile marketing which reflected a number on TV screen to find
nearest free dental checkup clinic. To reach more people, the brand has

12MARKETING PLAN OF CLOSE UP COMPANY
also used social media site such as Facebook. Moreover, it has also
exploited the Google search wherein any searches regarding oral health
care or nearby dental checkup will reflect the result of Colgate and its
free checkup campaign.
Aquafresh Though the digital campaigning of Aquafresh is not as strong as Colgate
but they also have invested hugely towards the awareness of oral care as
well as their brand (Galli 2018). They have launched a marketing
campaign featuring a superhero named ‘Captain Aquafresh’, who
protects the teeth from decay and cavity which occurs due to the sugar
content in the food items consumed. The owner of Aquafresh,
GlaxoSmithKline (GSK) find this captain to spread awareness of oral
health and boost the knowledge of dental issues due to food. Thought
they have covered the same through televisions, radio and some other
digital medium of advertisement but is same could have been better
(Guo et al. 2018).
Sensodyne Sensodyne, being another product of GlaxoSmithKline (GSK), has
launched a digital campaign termed as “Faces of Sensitivity” wherein
they shot without actors with real people suffering from sensitivity
(Hiam 2014). The main target market of this brand is to raise awareness
to the people with tooth sensitivity. It actually highlights the discomfort
of sensitivity when a sudden tooth ache makes the jaw functioning very
difficult. They have uploaded a series of videos for the same on
Facebook and YouTube and shows people to check the product by

13MARKETING PLAN OF CLOSE UP COMPANY
applying them on sensitive areas and take 2 minutes test.
Digital Strategy of Close-up
Close-up Targeting the youth, close-up can have a competitive advantage over
its rivals due to its innovating digital marketing strategy (Fischer, Shin
and Hanssens 2018). Close-up has focused more on the latest trend
and provided their advertisements in such a way that the younger
generation likes it. It is mainly associated with providing confidence to
the users to have close moments with their special ones or their
preferred person. Hence, it has put several contests on different social
sites which even people likes to participate in. In such a way it is not
only generating awareness of the brand but also boosting the
knowledge of dental care. This turned out to be a huge success for the
organization and has resulted in greater market penetration(Gâdău
2017).
2.3. PESTEL Analysis
Political Economic
1. The African National Congress is the
ruling party in SA.
1. 60% of SA’s youth are unemployed,
indicating low spending behavior.

14MARKETING PLAN OF CLOSE UP COMPANY
2. Unstable political climate as cabinet
reshuffling occurs regularly
2. Fluctuations in the brand can offset the
brands budget (Galli 2018).
3. Weakening currency can result in extra
costs.
3. Increases in tax reduce consumer
spending,
Technological Social Factors
1. Digital landscape in SA is growing with
80M mobile subscriptions.
1. Diverse racial landscape.
2. Future trends such as drones and bots will
revolutionize the FMCG industry (Guo et
al. 2018).
2. The brand must be considerate when
creating marketing messages.
Figure 1: PESTEL Analysis of Close up Toothpaste
(Source : Guo et al. 2018)

15MARKETING PLAN OF CLOSE UP COMPANY
 Political- The “African National Congress” acts as the ruling political party operating in
South Africa that is strongly opposed by the defending parties. Current political
advancements have resulted certain segments of the population to demonstrate a no
confidence level within the recent South Africa president (Hiam 2014). The political
surrounding within the nation for this reason can be described as relatively unstable as the
reshuffling of cabinet takes place on a regular bass devoid of any previous warning. Such
political decisions have changing consequences for the reason that Close-Up has a
weakening currency that can make it bear additional expenses which was not initially
budgeted for by this company.
 Economic- South Africa is observed to be positioned as second largest economy within
Africa. Conversely, political instability has a negative effect on the economic
performance (Hughes 2016). This is deemed to directly affect the companyalong with the
brand’s profitability. Additionally, South Africa has high rate of unemployment along
with the formation of several trade unions that enhances the chance of strikes taking place
which can lead to decreased employee productivity. Costs are observed to be at a
declining stage because of the exchange rate volatility. For this reason, Close Up must
take the economic factors into account at the time of forecasting and developing budgets
(Jones 2017).
 Social- South Africa has a broad range of racial landscape which generally includes
Indian, Black as well as White racial groups. Such diversity signifies that the customers
will indicate similarities along with cultural differences that must be taken care of by the
brand at the time of developing content for the target audiences of Close Up (Kenny and
Dyson 2016). Certain components encompassing educational levels, demographics of

16MARKETING PLAN OF CLOSE UP COMPANY
family along with lifestyle changes that can impact the way these consumers perceive
Close Up Company. The company must for this reason extend all the efforts to make sure
that it realizes the diversity of the nation along with developing content which appeals to
every racial group.
 Technological- The digital marketing environment of South Africa is developing rapidly
with 55 million people in the nation and 80 million mobile subscribers. This indicates
that the residents in this nation have more than single mobile devices that generate an
opportunity for the brand to develop reliable mobile content (Kenny and Dyson 2016).
The South African audiences eagerly wait to get digital updates from the brands that
signify an interest in directlyinteracting with them. This has developed opportunities for
Close Up Company to interact, communicate and engage with its target audiences by
means of digital media (McDonald and Wilson 2016). Upcoming technological trends
like shopper tech, drones. Bots as well as Amazon dash button are anticipated to
revolutionaries the FMCG sector. Therefore, Close Up needs to consider the ways in
which the brand can embrace innovative technology for engaging with its target
audiences, increase product awareness along with enhancing purchasing intentions.

17MARKETING PLAN OF CLOSE UP COMPANY
 Environmental- The South Africamarket has different norms and environmental
standards that can affect the profitability of Close Up Company in these markets. Even
within a nation, the states havedistinct environmental laws (Koivusalo 2018). In South
Africa, there are distinct liability clauses in case of mishaps or any environmental
disaster. In addition, the nation offers healthy tax breaks to companies like Close Up to
operate within the FMCG sector of the country.
 Legal- Close Up makes sure that it abides by all the local laws within South Africa. For
instance, basic environmental and business operation laws are observed to be the same
with slight differences and the brand makes sure that it does not violate any laws because
of negligence (Kotler 2015).
2.4. SWOT Analysis
Strengths
 Developing vibrant and digital
Weaknesses
 Competitors of Close Up such as

18MARKETING PLAN OF CLOSE UP COMPANY
marketing content
 Digital marketing channels such as
Facebook and Google ads doubled
brand loyalty
 Marketing campaigns that are efficient
 Close Up reaches more audiences at
cheaper price and are easily customized
 Wide distribution and social media
awareness networks all across South
Africa
Colgate and Acqua Fresh develop
effective and attractive website contents
 Decreased the visibility of company’s
products
 Improper use of website digital media
tool
Opportunities
 Digital landscape of South Africa is
increasing rapidly
 Opportunities for Close Up to include
engaging content within its e-commerce
site
Threats
 Threat is faced by Close-Up in its
digital marketing strategy as it
competes within a highly penetrated
category
 Strengths: Differentiated target market of Close Up facilitates the brands on developing
vibrant and digital marketing content for appealing its target audiences. The company’s
increasing target audiences have high only presence that has increased engagement levels
between the brand and its consumers (Millán Campano 2017). Through employing digital
marketing channels such as Facebook and Google ads the brand loyalty has doubled and

19MARKETING PLAN OF CLOSE UP COMPANY
is anticipated to get even better with high digital support. The digital marketing plans
developed by Close Up reaches more audiences at cheaper price and are easily
customized as well as targeted focused on business needs.
 Weaknesses: The competitors of Close Up such as Colgate and Acqua Fresh develop
effective and attractive website contents for all its products to attract target audiences.
However, this digitalmarketing strategy is not implemented yet by Close Up for it has
limited product range and does not have a website (Mohan 2015). This decreased the
visibility of company’s products and improper use of website digital media tool has
decreased the brand’s ability to interact with its target audiences. Close-Up has developed
intensifying content in all the social media sites such as Facebook, Twitter and Instagram
which centered on attaining emotional attention. However, this failed to explain the
functional advantages of all its products. Target audiences of close up follows loyal and
international celebrities on social media platforms. Focusing on such trend, the digital
marketing strategy of the company must generate content that are engaging and
informative about its leading position in offering most “fresh breath” product benefits
(Ray 2015).
 Opportunities: Digital landspace of South Africa is increasing rapidly that facilitates
Close Up brand to increase product awareness through different digital platforms. The
target audiences of the company are highly focused on following digital content trends in
social media. This has increased the opportunity for Close-Up in developing new digital
content eagerly (Resnick et al. 2016). Contextual search digital marketing strategy has
also developed market growth opportunities for Close Up to include engaging content
within its e-commerce site that can increase its detail sales as well as online purchases

20MARKETING PLAN OF CLOSE UP COMPANY
that took place through mobile phones. New offers from Close Up such as toothpaste and
toothbrush package combo can be sold by retailers through launching advertisement
campaigns of such offer in social media channels used by the brand such as Social media,
e-mail marketing, You Tube and web hosting (Rogers and Davidson 2015).
 Threats: Close-Up is observed to face high threat from the market trade that is Colgate
Max fresh Gel that makes its consumers purchasecollagen products than Close Up.
Another threat that is faced by Close-Up in its digital marketing strategy is that it
competes within a highly penetrated category and the consumers find it complex to select
from the spectrum of toothpaste variants that are present. As the digital marketing
campaigns are strongly focused on resonating with sexual connotation (Shih 2016). This
indicates that the consumers those perceive the brand as crossing explicit boundaries are
more likely to reject the engaging online with the products of this brand. The company
must focus on developing product content that do not cross sexual boundaries and
advertise the health benefits of the gel based toothpaste.

21MARKETING PLAN OF CLOSE UP COMPANY
Chapter 3 Target Audiences

22MARKETING PLAN OF CLOSE UP COMPANY
3. Target Audiences

23MARKETING PLAN OF CLOSE UP COMPANY
Close-up Consumer Personae
Compulsive Chronicler Content Creator
Functional Benefit
Freshness
Motivations
 Easily Influenced
 Follows celebrities
 Seeks product reviews
Online Behavior
- Posts selfies along with the places that
have been visited
- Seeks peer approval
Actively present on
Facebook, Instagram, YouTube
Snapchat, Twitter, Pinterest, Tumblr,
Zumaoto
Functional Benefit
Freshness and Whiteness
Motivations
 Seeks fame and popularity
 Influence over peers
 Recognition for talent
Online Behavior
-Offers relationship advice and tips.
-Shares product reviews
- Posts original content on several digital
platforms
Actively present on
Facebook, Twitter, passively on YouTube
and Google search
The consumer personae include Compulsive Chronicles and the Content Creators as they are
closely associated with the brand’s digital marketing campaign along with its regular users.

24MARKETING PLAN OF CLOSE UP COMPANY
Compulsive Chronicles are the brand’s core consumer persona along with content creators
includes the premium consumer persona (Stelzner 2014).
3.1. Content Creator Consumers
This target consumer group is concerned about presence and their online behavior
triggers for this journey as they primary focus on the events and have a general desire to
enhanceaesthetics that is brought on by growing self-awareness regarding appearance. This
target consumer group generally belongs to the age group of 18 to 30 years (Strauss and Frost
2016). Onlinebehavior that is observed among this target consumer group also includes
following new contents on YouTube, Instagram and Facebook. Considering nature of this, Close
Up has focused on developing digitalmarketing content on both the products such as Close Up
whitening and freshness toothpaste in which the brand can share engaging content regarding
product experience and regarding product benefit recommendation.

25MARKETING PLAN OF CLOSE UP COMPANY
3.2. Compulsive Chronicler’s Consumer
This target consumer is young target audience belonging to the age group of 16 to 25
years those are highly fashion conscious, tries the brand and provides positive word of mouth on
social media regarding the value of the brand (Westwood 2016). Focused on such online
behavior of this consumer group Close Up will employ thedigitalmarketing channels such as
YouTube, Facebook and Instagram. Such strategy focused on target audience behavior can
further enhance the chances to increase brand image awareness of offering functional benefit of
freshness and teeth whitening desired by this group.
When the compulsive chronicler will read an article by their favorite blogger or runs out
of toothpaste are some of the triggers that will begin the Compulsive Chronicler’s consumer
journey. These triggers are impacted through asking friends for advice, searching social media
sites about the product along with engaging withproduct trials (Wieleet al. 2017). The

26MARKETING PLAN OF CLOSE UP COMPANY
Compulsive Chronicler will then indicate actions such as purchasing the product, searching
tutorials on the ways to attain long lasting fresh breath along with seeking advice from experts.
Close-up’s core product range is recommended for Compulsive Chronicler’s as it provides the
functional benefit of freshness that is demanded to the target audiences.
Collaborative
The freshness gel and whitening close up
toothpaste that will offer health values to the
target audiences
Create
Product design and packaging that will offer
increasing visibility to its target audiences on
the company’s products
Efficiency
Close Up has developed toothpastes with
whitening and freshness values these are highly
efficient in target young consumer group as
this can offer values of breathrefreshes and
whiter teeth
Market Awareness
Close Up will increase marketawareness of the
target audiences though
developingdigitalmarketing campaigns that
will promote the whitening ingredient of the
toothpaste that is hydrogen peroxide that can
bleach the teeth and whiten them with long
lasting freshness
Value Proposition Matrix of Close Up

27MARKETING PLAN OF CLOSE UP COMPANY

28MARKETING PLAN OF CLOSE UP COMPANY
Chapter 4 Objectives

29MARKETING PLAN OF CLOSE UP COMPANY
4. Objectives
The digital marketing plan set for Close Up is intended to start at 1st July, 2018 and end
by the year 30th July, 2019 that is for a same of one year.
Business Objectives
 To attain turnover of €2.6Mn in the first year of Close Up product launch
 To attain increase in market share of Close-Up toothpaste from 1.6% to 3.2% in 2018
Marketing Communication Objectives
 To increase market penetration from 4.2% to 8% in the year 2018
 To increase brand consideration score from 2% to 7% in the year 2018
 To attain 77.2% of Close-Up target audiences by the end of 2018
Focused on the same, SMART objectives for the digital marketing channels selected by
Close Up for both its products such as Whitening and Freshness is explained under:
SMART
Objectives
Social Media Channels
Facebook You Tube Website
Specific This digital marketing
campaign will include
content specific to
blog posts and
infographics on the
selected toothpaste
This digital marketing
channel will be used in
engaging more with
the specific target
audiences through
developing engaging
This digital marketing
channel will specifically
make aware of new
product launch

30MARKETING PLAN OF CLOSE UP COMPANY
products of Close Up videocontent
Measurable To attain more than
20,000 Facebook fan
page followers for
Close Up at the end
of the year 2018
To attain more than
20,000 subscribers and
1 million views at the
end of the year 2018
To attain more than
15,000 website views
from target audiences at
the end of the year 2018
Actionable Increased fan
pagefollowers by
10% at the end of
year 2018
Increased number of
views and subscribers
by 15% at the end of
year 2018
Increased number of
website views and links
to purchase freshness gel
and whitening
toothpastes by 20% at
the end of year 2018
Relevant The fan page will
keep its audience
engaged
with interactive
updates, questions
and opinion polls.
Owning a YouTube
channel can enhance
brand image of Close
Up by celebrity
endorsements on
maintain oral health
Increased sales and
consumer
awarenesstowards the
toothpastes of Close Up
can be attained through
introducing promotional
offers and discounts on
its website
Timely This advertising
channel will be used
for six months to
This advertising
channel will be used
for 1 year to measure
This advertising channel
will be used for 1 year to
measure its success in

31MARKETING PLAN OF CLOSE UP COMPANY
measure its success in
increasing consumer
engagement
its success in
developing positive
brand image
increasing sales

32MARKETING PLAN OF CLOSE UP COMPANY
Chapter 5 Channels

33MARKETING PLAN OF CLOSE UP COMPANY

34MARKETING PLAN OF CLOSE UP COMPANY
5. Channels
Activity Name Activity Type Channel- Digital Cost
(Mn)
Reach
HW
LSM 5-7
Reach 18-25
Beyoncé Silver Facebook & ULTRA
(Display and Video)
R4,0 32,8% 53,3%
Snow/
Swarovski
Bronze Facebook & ULTRA
(Display and Video)
R1,5 20,0% 23,1%
1 Euro (€) = 15 Rands (R)
RACE framework for Digital Marketing Channels Used by Close Up

35MARKETING PLAN OF CLOSE UP COMPANY
5.1. Facebook Digital Marketing Channel
 Reach: This digital advertising channel is deemed to be highly suitable as this will play
an impacting and building role in order to generate a campaign and engaging content that
will ensure brand positioning within reach along with frequency buying(Williams 2017).
 Act:Facebook will also promote watching 3 minutes Gif in orderto increase the impact of
their advertising content on two of Close-Up band’s products that includes whitening and
freshness toothpaste.
 Convert:Close Up will develop effective digital marketing strategy on increasing
consumer awareness about enamel damaging. The target audiences’ attention can be
converted in the favor of Close Up whitening and freshness toothpastes through positing
promotional and informational posts on oral health to the consumers (Wilson 2015).
 Engage: The content will be highly engaging for the target consumers as it will post
videos on the products’ success stores along with videos focused on young target

36MARKETING PLAN OF CLOSE UP COMPANY
consumers’online behavior. This channel is highly suitable to attract content creator
consumer. Promoting the brand through young celebrity endorsements defining a new
style trend on oral beauty can be highly engaging for this target consumer group.

37MARKETING PLAN OF CLOSE UP COMPANY
5.2. YouTube Digital Marketing Channel
 Reach: This channel is highly suitable to attract compulsive chronicler’s consumers. To
increase target consumer reach, YouTube digital marketing strategy of the Close-Up
brand will development exciting digitalmarketing content that will be engaging for the
young target audience (Wrenn and Mansfield 2014).
 Act: Close Up will also set geo-targeted campaigns on YouTube through promoting free
dental checkups on YouTube news feeds.
 Convert: Close Up will increase marketawareness of the target audiences though
developingdigitalmarketing campaigns that will promote the whitening ingredient of the
toothpaste that is hydrogen peroxide that can bleach the teeth and whiten them with long
lasting freshness (Wrenn and Mansfield 2014).
 Engage: This channel is highly suitable for Close Up as it facilitates in attaining
increased reach. Highly engaging content will be posted by the YouTube digital
marketing strategy through developing digital centric 360-degree campaign, True view
ads that can drive purchase consideration.

38MARKETING PLAN OF CLOSE UP COMPANY

39MARKETING PLAN OF CLOSE UP COMPANY
Chapter 6 Channels
Chapter 6 Action Plan

40MARKETING PLAN OF CLOSE UP COMPANY
6. Action Plan
List of Digital Marketing
actions
Implementation Team Responsibilities of
Implementation Team
Developing highly
enhancingsocial media
content
Project Manager The team will be responsible
for managing all the activities
of the
digitalmarketingcampaign
Developing advertising
campaigns for website
content
Digital Strategist The team will be responsible
for developing effective
digital campaign strategy
along with enhancing contents
based on needs of target
consumers
Developing digital
marketing campaigns for
You Tube
Media Planner and Buyer This team will be responsible
for supervising media
planning and advertising on
You Tube
Developing advertisements
that can develop brand
image of “best mouth
freshness brand” in target
consumers mind in
DigitalMarketing Content
Admin
This team will be responsible
for managing all the creative
aspects of the digital
marketing campaign through
narration, storytelling and

41MARKETING PLAN OF CLOSE UP COMPANY
Television communication styles
Developing the digital
marketing campaign for
Facebook
Creative Digital Marketing
Team
This team will develop
advertising content that
willspread messages of unique
value proposition of the Close-
Up Freshness Gel toothpaste
Task Close Up Target Market Person Responsible Channels Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9
Developing highly
enhancingsocial media
content Activity Whitening Content creator consumers Project Manager Facebook
Developing advertising
campaigns for website
content Content creator consumers Digital Strategist Website
Developing digital
marketing campaigns for
You Tube Content creator consumers Media Planner and Buyer You Tube
Developing advertisements
that can develop brand
image of “best mouth
freshness brand” in target
consumers mind
Activity Freshness Compulsive chronicles consumers Digital Marketing Content Admin Website
Developing the digital
marketing campaign for
Facebook Compulsive chronicles consumers Creative Digital Marketing Team Facebook

42MARKETING PLAN OF CLOSE UP COMPANY
Chapter 7 Budget

43MARKETING PLAN OF CLOSE UP COMPANY
7. Budget
Financial Impact & ROI of Digital Marketing Strategy
Before
Marketing
Automation
Revenue/Month
Revenue
(Inbound Leads)
$171,484.32
Lead
Generation Cost
$30,000.00
Return on
Investment (ROI)
471.61%
After
Marketing
Automation
Revenue/Month
Revenue from
Inbound Leads
$351,310.24
Lead
Generation Cost
$30,000.00
Marketing
Automation
$4,000.00

44MARKETING PLAN OF CLOSE UP COMPANY
software/month
Monthly cost $34,000.00
Return on
Investment (ROI)
933.27%

Running head: MARKETING PLAN OF CLOSE UP COMPANY

Running head: MARKETING PLAN OF CLOSE UP COMPANY

1MARKETING PLAN OF CLOSE UP COMPANY
Year-to-Date Summary Budget Actual Amount Left
PRODUCT/MARKET FIT € 5,580.00 € 4,760.00 € 820.00
PRODUCT TESTING € 3,260.00 € 2,640.00 € 620.00
PRODUCT RELEASES € 7,876.00 € 6,920.00 € 956.00
CONTENT € 4,060.00 € 4,220.00 € (160.00)
TOTAL € 20,776.00 € 18,540.00 € 2,236.00

2MARKETING PLAN OF CLOSE UP COMPANY
Budget Categories Total Budget Year To Date
Spend
Budget
Remaining % Remaining J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Software & Subscriptions $85,000 $61,000 $24,000 28% $15,000 $15,000 $15,000 $15,000 $1,000
Public Relations $35,500 $20,820 $14,680 41% $500 $20,000 $100 $50 $20 $25 $50 $75
Advertising (print) $12,000 $1,140 $10,860 91% $300 $600 $200 $40
Advertising (online) $60,000 $55,000 $5,000 8% $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Content Production $36,000 $34,000 $2,000 6% $500 $30,000 $500 $1,500 $1,000 $500
Events & Sponsorships $180,000 $61,500 $118,500 66% $20,000 $40,000 $1,000 $500
Creative Agency Fees $240,000 $240,000 $0 0% $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000
Contact Lists $36,000 $14,300 $21,700 60% $12,000 $2,000 $300
General Admin $15,000 $3,260 $11,740 78% $50 $340 $2,000 $400 $200 $50 $200 $20
Memberships & Associations $25,000 $26,000 -$1,000 -4% $0 $10,000 $5,000 $1,000 $10,000
Totals $724,500 $517,020 $207,480 29% $73,350 $140,340 $49,600 $42,200 $25,550 $26,570 $26,240 $36,025 $25,070 $25,575 $26,500 $20,000
$73,350 $213,690 $263,290 $305,490 $331,040 $357,610 $383,850 $419,875 $444,945 $470,520 $497,020 $517,020Cumulative Spend
Agency Budget Breakdown for Digital Marketing

Running head: MARKETING PLAN OF CLOSE UP COMPANY
8. Measurement
The key performance indicators of Close Up Company are imperative to make sure the
growth of the brand. Such metrics facilitate the brand in maintaining the aspects that needs to be
improved along with strategizing the future goals.
Key Performance Indicators are developed that acts as better measurements for success of
digital marketing strategies developed by Close Up that are explained below:
 Increase in turnover from €1.1Mn in 2017 to €3.8Mn in 2018
 Increase in ROI from 133% in 2018 to 195% in 2019
 Increase in gross profit will be observed from €1.6Mn in 2018 to €2.8Mn in 2019
 Attaining 1 million views on You Tube at the end of the year 2018
 Attaining views of around 166K on You Tube each month in the year 2018
 Increasing top of mind awareness from 6% to 8% in the year 2018
Digital Marketing Channels KPIs Monitoring Budget
Television  The digitalmarketing
campaign is observed
to be successful in case
the target audience
reaches increases by
77% in the first year of
this digital marketing
campaign launched.
The budget that is set for this
digital marketing campaign is
$2.5million and this budget is
deemed to be suitable in case
it attains the maximum
audience reach as determined.

1MARKETING PLAN OF CLOSE UP COMPANY
 The top of mind
awareness is intended
to increase by 8% in
the year 2018. Success
of television marketing
strategy can be
measured in case it is
found that Close-Up
brand comes into the
mind of most target
audiences when
prompted by the oral
care category
Facebook  Increased reach on
Facebook by 12
million at the end of
the year 2018
 The size of the
audience visiting
Close-Up fan pageis
deemed to increase to
1 million at the end of
2018
The budget that is set for this
digital marketing campaign is
$1.5 million and this budget is
deemed to be suitable in case
it attains the maximum
followers, post shares and
views as determined.

2MARKETING PLAN OF CLOSE UP COMPANY
You Tube  Attaining views of 1
million in You Tube
for all its
advertisements on
Close Up gel
toothpaste at the end of
2018.
 Number of subscribers
within the You Tube
page of Close Up is
deemed to incase by
10%. This will indicate
that the target
audiences are getting
associated with the
brand.
The budget that is set for this
digital marketing campaign is
$3 million and this budget is
deemed to be suitable in case
it attains the maximum
audience subscribers and
views as determined.
Website Display  The number of website
visitors for the Close-
Up brand is deemed to
increase by 10% at the
end of the year 2018
(Young 2017)
 The number of
The budget that is set for this
digital marketing campaign is
$4 million and this budget is
deemed to be suitable in case
it attains the maximum
audience visitors and sales
through website links as

3MARKETING PLAN OF CLOSE UP COMPANY
consumers that are
observed to purchase
from the link provided
in the brand’s website
is observed to increase
by 12% at the end of
the year 2018. Such
increase will indicate
increased sales of
Close-Up.
determined.

4MARKETING PLAN OF CLOSE UP COMPANY
References
Akande, A.F., 2015. Effective Marketing Strategies for Improved Performance of Manufacturing
Company in Aba Metropolis (A Case Study of Lever Brothers Plc, Aba)(Doctoral dissertation).
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Batra, R. and Keller, K.L., 2016. Integrating Marketing Communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Bickhoff, N., Hollensen, S. and Opresnik, M., 2014. Step 3: Marketing Implementation—
Executing the Marketing Plan. In The Quintessence of Marketing (pp. 111-136). Springer,
Berlin, Heidelberg.
Chaffey, D., 2015. Digital business and E-commerce management. Pearson Education Limited.
Coles, L., 2014. Marketing with social media: 10 easy steps to success for business. John Wiley
& Sons.
Fischer, M., Shin, H. and Hanssens, D.M., 2018. Marketing Spending and Brand Performance
Volatility. GfK Marketing Intelligence Review, 10(1), pp.46-51.
Gâdău, L., 2017. Marketing Audit and Its Importance in Achievement of Marketing Objectives
of a Company. Journal of Advanced Research in Management, 8(1 (15)), p.38.
Galli, B.J., 2018. Using Marketing to Implement a Strategic Plan: Reflection of Practiced
Literature. International Journal of Service Science, Management, Engineering, and Technology
(IJSSMET), 9(1), pp.41-54.

5MARKETING PLAN OF CLOSE UP COMPANY
Guo, B., Fan, R., Chong-wen, H., Ma, F., Li, Z., Liu, Q., Liu, P. and He, W., 2018. The best
marketing plan of photographing for money deduced by extensible mind mapping. In ITM Web
of Conferences (Vol. 17). EDP Sciences.
Hiam, A., 2014. Marketing for dummies. John Wiley & Sons.
Jones, C., 2017. Basware's journey to modern business-to-business performance
marketing. Journal of Digital & Social Media Marketing, 5(3), pp.214-220.
Kenny, B. and Dyson, K., 2016. Marketing in small businesses. Routledge.
Koivusalo, E., 2018. Social Media Marketing Plan for Natural Goods Company.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Millán Campano, C., 2017. Marketing plan of Globalis Foundation.
Mohan, H., 2015. Innovation is the key order in Start Ups–Recent Paradigms in Marketing
Vertical. Innovation, 2(2).
Ray, S., 2015. Marketing Plan| 2015.
Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F., 2016. Marketing in SMEs: a “4Ps”
self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1),
pp.155-174.

6MARKETING PLAN OF CLOSE UP COMPANY
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events(Vol. 14). Routledge.
Shih, T., 2016. Marketing for start-ups. In Start-Up Creation(pp. 75-87).
Stelzner, M., 2014. 2014 Social Media Marketing Industry Report. Social media examiner, pp.1-
52.
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers. Westwood, J.,
2016. How to write a marketing plan. Kogan Page Publishers.
Wiele, P.V., Morris, D., Ribière, V. and Ermine, J.L., 2017. Project Based Learning for
professional identity: A case study of collaborative industry projects in Marketing. The
Independent Journal of Teaching and Learning, 12(2), pp.44-63.
Williams, K., 2017. A Social Marketing Plan for 7hills Homeless Center (Doctoral dissertation,
University of Arkansas).
Wilson, T., 2015. Marketing of Economic Development Programs–Expectations and Handling
New Offerings. In Proceedings of the 1993 World Marketing Congress (pp. 4-9). Springer,
Cham.
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning guide. Routledge.
Young, J., 2017. Building a successful marketing analytics organisation. Applied Marketing
Analytics, 3(2), pp.112-122.