Relaunch strategy for pond's toothpaste

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This presentation is about the pond's failed toothpaste and relaunching strategy for it.

This presentation is about the pond's failed toothpaste and relaunching strategy for it.

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  • 1. Pond’s SMILE 
  • 2. Hindustan Unilever Limited • First product- Soaps and Detergents • Fabric wash, skin care products, personal wash, hair products, household products.
  • 3. Ponds Mostly skin care products, positioned as an all purpose skin care. Brand that celebrated Women’s courage and personality
  • 4. Pond’s toothpaste • Extended to toothpaste category. • Not accepted by customers.
  • 5. Why fail ? Mismatch between the attribute of toothpaste and soap Unable to differentiate Pond’s toothpaste from that of Colgate Consumer refused to accept when Pond’s label was attached to it. Wrong perception and lack of market study Classic case of product failure by brand extension
  • 6. Re-launch strategy
  • 7. • Change in design and look of the product. • Positioning in various attributes. • Toothpaste with new name “SMILE” • Conducting campaigns to create awareness about the product.
  • 8. Market Segmentation We are going to segment the market on Demographic Characteristics Age (15-35) youngsters & Teenagers Population of Age group 15-35 increased from 353 million in 2001to 430 million in 2011 Expected Youth population to be 464 million by 2021 Focusing on urban and sub urban population
  • 9. Positioning • High quality product • Value for money • Freshness • Soothing taste • Cavity protection
  • 10. 4P’s PRODUCT • Objective: New improved packing  Different shapes of packing to bring a new look to the product.  Flavours : Mint • Strategy:  Introduction of different range of sizes like 20gm, 150gm, 250gm
  • 11. 4P’s PRICE • Objective: Entering into the market with competitive pricing • Strategy: Entering into different segment sizes so as to penetrate into different purchasing power segments PACKAGE VOLUME (gm) PRICE (rs) Sachet 20 10 Tube 150 60 Tube 250 90
  • 12. 4P’s PLACE/ DISTRIBUTION • Objective: Increase the distribution in the Urban areas and also to try to penetrate into rural market in the future • General stores • Departmental stores • Grocery stores • Discount to wholesalers
  • 13. 4 P’S SUB-URBAN • Wall paintings • Demo vans • Radio and TV • Free samples • Dental camps URBAN • Multimedia advertising • Free samples • Hoardings • Discount offers • Contests • Magazines PLACE/ DISTRIBUTION
  • 14. BEAUTIFUL ODOUR WITH BAD TEETH BAD ODOUR WITH BEAUTIFUL TEETH
  • 15. And for both appearance and odour to be beautiful, You need SMILE 
  • 16. THANK YOU