moi-pond's toothpaste final
TRANSCRIPT
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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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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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