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 Wrong perception and

Pond’s label was attached to it. 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
PACKAGE VOLUME (gm) PRICE (rs)
Sachet 20 10
Tube 150 60
Tube 250 90

• Strategy: Entering into different segment sizes so as to

penetrate into different purchasing power segments
 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

PLACE/ DISTRIBUTION
SUB-URBAN URBAN
• Wall paintings • Multimedia advertising
• Demo vans • Free samples
• Radio and TV • Hoardings
• Free samples • Discount offers
• Dental camps • Contests
• Magazines
BEAUTIFUL ODOUR WITH BAD TEETH BAD ODOUR WITH BEAUTIFUL TEETH
 And for both
appearance and
odour to be
beautiful, You
need SMILE 
THANK YOU