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