It is a small research work by our team GLOWING STARS. It is just made for a study purpose . it is not any kind of duplecacy or fraud. we think it will help students to know about POND's TOOTHPASTE.

1. TOOTHPASTE
By, GLOWING STARS

2. INTRODUCTION
In 1849, the T. T. Pond Company was formed with Pond and other
investors. Soon after, he sold his portion of the company because of
failing health. He died in 1852. In 1914, the company was
incorporated under the name Pond's Extract Company.
The company then moved to Connecticut establishing its
manufacturing center there. Later it moved its sales office to New
York City.
Pond's Company was merged in 1955 with the Chesebrough
Manufacturing Company, which had a good percentage of brands in
the facial care field. With this merger, "Pond's Creams" became
sisters with the “Cutex” nail polish brand and the Machabelli
Perfumes.
In the year of 1987, the Chesebrough Manufacturing Company
popularly known as "Chesebrough-POND’S", was acquired
by Anglo-Dutch Company Uniliver, giving "Pond's Creams" a more
international reach.
POND’S basically famous for their beauty products such as –
POND’S cold cream, POND’S Age miracle, POND”S face wash,
POND’S talc etc..

3. HISTORY OF POND’S TOOTHPASTE
POND’S toothpaste is a classic case of
product failure by extension. Brands need to
be careful to choose the territory in which we
tread. Brands need to be cautious while
choosing the territory in which we tread.
Lack of proper research before entry into a
new market or segment can lead to
catastrophic results which include wasting of
big sum of money on product development
and marketing.

4. MISSION & VISSION
• MISSION:
o POND’S mission is to offer women products that give them beautiful skin at an
affordable price.
• VISSION:
o We work to create a better future every day
o We will inspire people to take small everyday actions that can add up to a big
difference for the world.
o We will develop new ways of doing business with the aim of doubling the size of our
company while reducing our environmental impact.

5. PREMISES
• INTERNAL PREMISES - Failed to follow the mission of the company.
• EXTERNAL PREMISES- Competition with Colgate
• CONTROLLABLE – They didn’t work brilliantly with toothpaste’s attributes and
advertisements .
• UNCONTROLLABLE- Tastes and preferences of the customers
• TANGIBLE – Price and packaging of the product
• INTANGIBLE- POND’S is usually known for beauty products so, consumer refused to
accept when pond’s label was attached to toothpaste.

6. REASONS OF FAILURE POND’S TOOTHPASTE
• It did not follow the mission of the company.
• Lack of proper advertisement.
• 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.

7. SUGGESTION FOR REVIVAL OF THE PRODUCT
• We will modify the mission statements of POND’S company because we want to capture all the societal age groups.
• We will do proper market survey, for this we will check the tastes and preferences of the customers.
• We will introduce toothpaste with a new taste and attributes that are suitable to the customers.
• We will promote the toothpaste by new emerging brand ambassadors to attract more customers and we will conduct
campaigns to create awareness about the product.
• We will also provide free dental checkup and provide free samples of our product for basically underprivileged.
• We will focus on our package designing because, we want to come up with new packaging style so that we can attract more
and more customers.
• After when our product attract consumer then we will launch our product in three different categories like in herbal,
whitening++ and cure sensitivity.
• We will introduce our product in different segments and in different price.
• We will replace POND’S toothpaste to AURA Natural Toothcare, AURA Pearl Toothcare And AURA Sensocare.

8. Aura
Toothcare
Reason behind your smile

9. AURA’s Mission
We will serve better products to our customers at best
prices

10. SEGMENTATION OF OUR PRODUCT

11. AURA NATURAL TOOTHCARE
• INGREDIENTS:
Vajradanti
Babool
Bakul
Vidang extract
Pilu
Karpur
Majuphal
Neem Extract
Akarkara Extract
• BENEFITS:
 Relief pain
 Care teeth
 Stop bleeding
 White and clean teeth
 Healthy gums
 Strong teeth

12. AURA PEARL TOOTHCARE
• INGREDIENTS:
Sodium Fluoride
Triciosan
Hydrated Silica
Glycerin
Sorbitol
Titanium di-oxide
mica
Sodium Saccharine
Sodium Lauryl Sulphate
• BENEFITS:
 Cavity protection
 Germ protection
 Cleaner & whiter
 Fresher breathe
 Plague removal
 Healthy gums

13. AURA SENSOCARE
• INGREDIENTS:
Sodium Fluoride
Sodium Lauryl Sulphate
Potassium Nitrate
Strontium
Titanium di-oxide
Triciosan
• BENEFITS:
 Prevent sensitivity
 Whitening teeth
 Cavity protection
 Fresh breath
 Cure gum pain
 Stop bleeding

14. HERBAL
10
45
74
0
54
91
0
48
75
0
10
20
30
40
50
60
70
80
90
100
30gm 100gm 200gm
AURA NATURAL TOOTHCARE COLGATE NEEM ACTIVE PATANJALI DANTAKANTI

15. WHITENING++
10
40
75
0
48
88
0
45
82
0
10
20
30
40
50
60
70
80
90
100
30gm 80gm 150gm
PRICE TABLE
AURA PEARL TOOTHCARE COLGATE MAX FRESH CLOSE-UP HOT DEEP ACTION

16. SENSITIVITY
40
80
140
47
92
00
100
160
0
20
40
60
80
100
120
140
160
180
30gm 70gm 130gm
Price table
AURA SENSOCARE COLGATE SENSITIVE PRO-RELIEF SENSODYNE

17. ANSOFF MATRIX
• MARKET PENETRATION: When companies enter markets with
their existing products or services it is called market penetration.
• PRODUCT DEVELOPMENT: Companies develop new products in
existing markets. This is called product development.
• MARKET DEVELOPMENT: When companies develop existing
products into new markets, it is known as market development.
• DIVERSIFICATION: An organization that introduces new products
into new markets has chosen a strategy of diversification. There are
two types of diversification- Related and Unrelated
diversification.

18. PRODUCT DIVERSIFICATION
POND’S toothpaste comes under product diversification because POND’S is known for
their beauty products like POND’S cold cream , POND’S age miracle, POND’S beauty etc.,
but suddenly they jumped into the market of toothpaste so it’s comes under unrelated
diversification because POND’S doesn’t have previous industry nor market experience in
the field of toothpaste. Earlier their mission is to offer women products that given them
beautiful skin at an affordable price, but then they jumped into the market of toothpaste
which is usually known for curing teeth and mouth freshness and which is totally different
from their mission.

19. Product development
• We categorize our product in three segments. In the year 2000,
our products only came under one segment. We will put new
attributes and ingredients according to customers taste and
preferences in our products in present time.

20. CONCLUSION
Pond’s toothpaste failed in the market because they did not do proper advertisement of their
product. People were unable to differentiate pond toothpaste with other competitor brands
such as Colgate and also consumer refuse to accept when pond’s level was attached to
toothpaste. But at present time we will launch our product in three different segments (i.e. in
herbal, whitening++ and sensitivity)at three different prices to reach maximum number of
consumer. Consumer can easily differentiate it now from the other brands and also because
of change in packaging pattern and by proper advertisement like with the help of well-
known of brand ambassadors and by free sampling, all this will help in revival of product in
market.

21. THANK YOU