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405 TANMAY BHAGAT

411 ROHAN GUPTA

420 ANJALI MEHTA

425

NITIN BALASUBRAMANIAM431 KARAN SHAH

437 SAURABH SOHONI

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PONDS TOOTHPASTE

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PONDS AS A BRAND

1846Started as a medicinal product

1914Transformed brand into beauty icon

Trusted brand for enhancing beauty

Carefully nurtured by HUL

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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

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

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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=y5

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

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6

OOTHPASTE THAT MAKES YOU WANT TO BRUS

!!!

DENTAFRESH

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SOLUTION PROPOSED MODEL

Customer Segment

- Entire Market

Key Resources

- Areca nut + mint + salt+ clove = uniqueness

- Sub branding nameDENTAFRESH

- Use of essential oils

- Cooling agents

- Good Packaging7

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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 , Fizzesand Pops , Essential oils

PRICE

Competitive Pricing

PLACEMaximize Reach inmarket towards all

segments

PROMOTIONADs ,Free trials along

with Ponds or HULproducts

MARKETINGSTRATEGY

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COMPETITION ANALYSIS

How stiff is competition ?

- Pepsodent

- Colgate

- Closeup

- 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

- Mouthwash12

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THANK

YOU

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