Relaunch strategy of pond's toothpaste

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 : POND’S mission is to offer women products that give them beautiful skin at an affordable price. VISSION: We work to create a better future every day We will inspire people to take small everyday actions that can add up to a big difference for the world. 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- T astes and preferences of the customers TANGIBLE – P rice 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 T oothcare 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

15. WHITENING++

16. SENSITIVITY

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