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405 TANMAY BHAGAT 411 ROHAN GUPTA 420 ANJALI MEHTA 425 NITIN BALASUBRAMANIAM 431 KARAN SHAH

SHAH 437 SAURABH SOHONI

PONDS TOOTHPASTE

PONDS AS A BRAND
1846 Started as a medicinal product

1914 Transformed brand into beauty icon


Trusted brand for enhancing beauty

Carefully nurtured by HUL

PRODUCT DESCRIPTION
Ponds toothpaste was launched in early 1976 Business Model
- Customer Segment : Beauty Concerned - Value Proposition : Cleanliness ,Freshness & Beautification - Key Resources : Areca nut

Ref : http://www.domain-b.com/marketing/general/2006/20061227_brand.htm http://stdwww.iimahd.ernet.in/niche/emporio/emporio%202011/Emporio_%20November.pdf

DRAWBACKS
Mismatch with companies core competencies

Lack of research before entry into the market


Wrong value being perceived by the customer Poor marketing strategy Poor packaging

Ref : http://books.google.co.in/books/about/Brand_Failures.html?id=6o7SrLdgx8gC&redir_esc=y

DENTAFRESH

TOOTHPASTE THAT MAKES YOU WANT TO BRUSH

!!!

SOLUTION PROPOSED MODEL


Customer Segment
- Entire Market

Key Resources
Areca nut + mint + salt+ clove = uniqueness Sub branding name DENTAFRESH Use of essential oils Cooling agents Good Packaging
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Value proposition
- Stronger, healthier, white teeth with pink gums. - Boosting the brushing speed but keeping the benefits of brushing intact. - Cooling agents which fizzes and pops in mouth providing a feeling of freshness. - Areca nut is an anti depressant and anti oxidant agent along with which it helps in control of hypertension and diabetes - Reduction in the occurrence of ulcer (essential oils). - Free dental check-up to the customers who use this product.
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PRODUCT
Cooling agent , Fizzes and Pops , Essential oils

PRICE Competitive Pricing

MARKETING STRATEGY PLACE PROMOTION

Maximize Reach in market towards all segments

ADs ,Free trials along with Ponds or HUL products


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COMPETITION ANALYSIS
How stiff is competition ?
- Pepsodent
- Colgate

- Close up
- Along with other global brands in the market

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POSSIBLE DRAWBACKS
Areca nut could be perceived as a carcinogenic ingredient and can affect the performance strongly.
Possibility that consumers may not like flavour

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LONG TERM STRATEGY


Substitute for areca nut can be used if it

affects the performance


New flavours which people would prefer Product based market segmentation Extending brand with complimentary product - Toothbrush - Mouthwash
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THANK YOU
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