TOOTHPASTE

By, GLOWING STARS

INTRODUCTIONIn 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..

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.

MISSION & VISSION

• MISSION: o POND’S mission is to offer women products that give them beautiful skin at an affordable

price.

• VISSION: o We work to create a better future every dayo We will inspire people to take small everyday actions that can add up to a big

difference for the world. o We will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact. 

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- Tastes and preferences of the customers• TANGIBLE – Price 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.

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.

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.

AuraToothcareReason behind your smile

AURA’s Mission

We will serve better products to our customers at best prices

SEGMENTATION OF OUR PRODUCT

AURA NATURAL TOOTHCARE• INGREDIENTS:VajradantiBaboolBakulVidang extractPiluKarpurMajuphalNeem ExtractAkarkara Extract

• BENEFITS:

Relief pain Care teeth Stop bleeding White and clean teeth Healthy gums Strong teeth

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

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

HERBAL

30gm 100gm 200gm0102030405060708090

100

10

45

74

0

54

91

0

48

75

AURA NATURAL TOOTHCARE COLGATE NEEM ACTIVE PATANJALI DANTAKANTI

WHITENING++

30gm 80gm 150gm0102030405060708090

100

10

40

75

0

48

88

0

45

82

PRICE TABLE

AURA PEARL TOOTHCARE COLGATE MAX FRESH CLOSE-UP HOT DEEP ACTION

SENSITIVITY

30gm 70gm 130gm0

20

40

60

80

100

120

140

160

180

40

80

140

47

92

00

100

160

Price table

AURA SENSOCARE COLGATE SENSITIVE PRO-RELIEF SENSODYNE

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.

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.

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.

CONCLUSIONPond’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.

THANK YOU