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  • Pond's Toothpaste Brand Analysis and Proposed Re-Launch as Dentafresh

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    nitin_798443935
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    Pond's launched a toothpaste in 1976 but it faced several drawbacks like mismatch with their core competencies, lack of market research, and a wrong value proposition. A new product called Dentafresh is proposed, positioning it as a toothpaste that makes the user want to brush. It would contain areca nut, mint, salt, and clove for uniqueness. The value proposition includes stronger teeth, fresher breath, and a cooling sensation from fizzing agents. Competition is stiff from brands like Pepsodent and Colgate. Potential drawbacks could be areca nut being seen as carcinogenic or an unpopular flavor.

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    ponds toothpaste

    Original Title

    Moi-pond's Toothpaste Final

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    Pond's launched a toothpaste in 1976 but it faced several drawbacks like mismatch with their core competencies, lack of market research, and a wrong value proposition. A new product called Dentafresh is proposed, positioning it as a toothpaste that makes the user want to brush. It would contain areca nut, mint, salt, and clove for uniqueness. The value proposition includes stronger teeth, fresher breath, and a cooling sensation from fizzing agents. Competition is stiff from brands like Pepsodent and Colgate. Potential drawbacks could be areca nut being seen as carcinogenic or an unpopular flavor.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    847 views13 pages

    Pond's Toothpaste Brand Analysis and Proposed Re-Launch as Dentafresh

    Uploaded by

    nitin_798443935
    Pond's launched a toothpaste in 1976 but it faced several drawbacks like mismatch with their core competencies, lack of market research, and a wrong value proposition. A new product called Dentafresh is proposed, positioning it as a toothpaste that makes the user want to brush. It would contain areca nut, mint, salt, and clove for uniqueness. The value proposition includes stronger teeth, fresher breath, and a cooling sensation from fizzing agents. Competition is stiff from brands like Pepsodent and Colgate. Potential drawbacks could be areca nut being seen as carcinogenic or an unpopular flavor.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 13

    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
    7

    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.
    8

    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


    9

    COMPETITION ANALYSIS
    How stiff is competition ?
    - Pepsodent
    - Colgate

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

    10

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

    11

    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
    12

    THANK YOU
    13

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