Pond's initially failed when it extended its soap brand to toothpaste because toothpaste consumers did not accept the Pond's label. To re-launch, Pond's changed the toothpaste design, named it "SMILE", and positioned it for young urban and sub-urban Indians focusing on quality, value, freshness and cavity protection. The marketing strategy included advertising, demonstrations, samples, discounts and contests to create awareness and increase distribution in urban areas and potentially rural markets in the future.

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