Pond's, known for beauty and healthcare products, tried to extend into the oral care category by launching a toothpaste. However, this proved to be an unsuccessful extension for the brand. Toothpaste is associated with taste, while Pond's products were known for their smells. Consumers could not connect the attributes of Pond's with a toothpaste. There was also nothing distinguishing the Pond's toothpaste from existing leaders like Colgate in blind taste tests. The extension failed as the brand attributes did not transfer successfully to an inside-the-mouth product.

1. EXTENSION THAT CAUSED TENSION.
CHANGE MANAGEMENT

2. Group Members
Name Roll No.
Sanika Sarmalkar 1161
Juliana Aranjo 1056
Midhat Khan 1144
Rohan Lohar 1081
Divya Anjara 1116
Sagarika Acharya 1172

3. Introduction
Hindustan
Unilever Limited
Initial products :
Soaps and
Detergents,
Fabric wash,
Skin Care products,
Personal Wash,
Hair products,
Household products

4. Pond’s
Known as a brand of beauty and health care
products.
‘A brand that celebrates
women’s courage and
personality’

5. FEMININE
1.Nail enamels
2.Lip Colour
FLORAL
1.Room
fresheners
2.Soap
3.Fragrance and
shampoo
BODY CARE
1.Body Lotion
2.Oil and Creams
CREAMS
1.Beauty Creams
2. Conditioners and
Cleansing
TALC
1.Body Talc
2.Talc for special
occasion

6. Pond’s Toothpaste
CASE STUDY :
Pond’s is always known for its feminine beauty and has its
brand identity surrounded around the beauty. In 1990’s,
HLL had its presence in almost all the verticals i.e personal
care, beverages and cosmetics . One important thing is the
way the products are used both for cleanness and
freshness. HLL’s portfolio included brands such as Lux,
Lifebuoy, Liril, Surf, Pond’s, Vaseline etc.
Later in the early 2000’s HLL struggled to generate growth
and thus extension was the only option for them.

7. They tried to increase its market share in oral care
products by introducing a toothpaste under the pond’s
brand. The brand had previously been successful at
moving from skin cream to soap products and the jump to
toothpaste seem like a logical next step.
However the weird thing was
there was nothing wrong in
the product but a study found
that participants could not
tell the difference between
Colgate and pond’s
toothpaste in a blind test.

8.  The problem with pond’s toothpaste was the brand.
Soap and skin creams are usually associated with the
sense of smell, while toothpaste is associated with
taste. Moreover pond’s products generally have
topical uses, whereas toothpaste is used to brush the
inside of one’s mouth. For these reasons the
company could not transfer pond’s brand attributes to
its toothpaste successfully.

9. Questions
 Do you think it was a wise decision of Pond’s to
jump to toothpaste extension ? Justify your answer.
 What was the reason of its failure ?
 What promotional strategy would you suggest for
the toothpaste extension ?

10. s Suggest a possible extension for Pond’s which you
think would benefit them? Why?
 Was there a need of introducing a toothpaste
product even after knowing the market share of
Colgate and Pepsodent?
 Pond’s toothpaste was a failure. Do you think that
they should have had relaunched their product with
some other brand name or the decision of pulling off
their product was correct?

11. Why it failed?
 Mismatch between the attribute of toothpaste and
soap
 Consumer refused to accept when Ponds label was
attached to the toothpaste
 Wrong perception and lack of market study

12. THANK
YOU!