relaunch strategy for pond's toothpaste

Pond’s SMILE

Hindustan Unilever Limited

• First product- Soaps and Detergents

• Fabric wash, skin care products, personal wash, hair products, household products.

Ponds

Mostly skin care products, positioned as an all purpose

skin care.

Brand that celebrated Women’s courage and personality

Pond’s toothpaste

• Extended to toothpaste category.

• Not accepted by customers.

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

Re-launch strategy

• 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.

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

Positioning

• High quality product

• Value for money

• Freshness

• Soothing taste

• Cavity protection

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

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

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

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

BEAUTIFUL ODOUR WITH BAD TEETH BAD ODOUR WITH BEAUTIFUL TEETH

And for both appearance

and odour to be beautiful, You need SMILE

THANK YOU