EXTENSION THAT CAUSED TENSION.
CHANGE MANAGEMENT
Group Members
Name Roll No.
Sanika Sarmalkar 1161
Juliana Aranjo 1056
Midhat Khan 1144
Rohan Lohar 1081
Divya Anjara 1116
...
Introduction
Hindustan
Unilever Limited
Initial products :
Soaps and
Detergents,
Fabric wash,
Skin Care products,
Personal...
Pond’s
Known as a brand of beauty and health care
products.
‘A brand that celebrates
women’s courage and
personality’
FEMININE
1.Nail enamels
2.Lip Colour
FLORAL
1.Room
fresheners
2.Soap
3.Fragrance and
shampoo
BODY CARE
1.Body Lotion
2.Oil...
Pond’s Toothpaste
CASE STUDY :
Pond’s is always known for its feminine beauty and has its
brand identity surrounded around...
They tried to increase its market share in oral care
products by introducing a toothpaste under the pond’s
brand. The bran...
 The problem with pond’s toothpaste was the brand.
Soap and skin creams are usually associated with the
sense of smell, w...
Questions
 Do you think it was a wise decision of Pond’s to
jump to toothpaste extension ? Justify your answer.
 What wa...
s Suggest a possible extension for Pond’s which you
think would benefit them? Why?
 Was there a need of introducing a to...
Why it failed?
 Mismatch between the attribute of toothpaste and
soap
 Consumer refused to accept when Ponds label was
a...
THANK
YOU!
of 12

Ponds Toothpaste CaseStudy

Change Management
Published on: Mar 4, 2016
Published in: Leadership & Management      
Source: www.slideshare.net


Transcripts - Ponds Toothpaste CaseStudy

  • 1. EXTENSION THAT CAUSED TENSION. CHANGE MANAGEMENT
  • 2. Group Members Name Roll No. Sanika Sarmalkar 1161 Juliana Aranjo 1056 Midhat Khan 1144 Rohan Lohar 1081 Divya Anjara 1116 Sagarika Acharya 1172
  • 3. Introduction Hindustan Unilever Limited Initial products : Soaps and Detergents, Fabric wash, Skin Care products, Personal Wash, Hair products, Household products
  • 4. Pond’s Known as a brand of beauty and health care products. ‘A brand that celebrates women’s courage and personality’
  • 5. FEMININE 1.Nail enamels 2.Lip Colour FLORAL 1.Room fresheners 2.Soap 3.Fragrance and shampoo BODY CARE 1.Body Lotion 2.Oil and Creams CREAMS 1.Beauty Creams 2. Conditioners and Cleansing TALC 1.Body Talc 2.Talc for special occasion
  • 6. Pond’s Toothpaste CASE STUDY : Pond’s is always known for its feminine beauty and has its brand identity surrounded around the beauty. In 1990’s, HLL had its presence in almost all the verticals i.e personal care, beverages and cosmetics . One important thing is the way the products are used both for cleanness and freshness. HLL’s portfolio included brands such as Lux, Lifebuoy, Liril, Surf, Pond’s, Vaseline etc. Later in the early 2000’s HLL struggled to generate growth and thus extension was the only option for them.
  • 7. They tried to increase its market share in oral care products by introducing a toothpaste under the pond’s brand. The brand had previously been successful at moving from skin cream to soap products and the jump to toothpaste seem like a logical next step. However the weird thing was there was nothing wrong in the product but a study found that participants could not tell the difference between Colgate and pond’s toothpaste in a blind test.
  • 8.  The problem with pond’s toothpaste was the brand. Soap and skin creams are usually associated with the sense of smell, while toothpaste is associated with taste. Moreover pond’s products generally have topical uses, whereas toothpaste is used to brush the inside of one’s mouth. For these reasons the company could not transfer pond’s brand attributes to its toothpaste successfully.
  • 9. Questions  Do you think it was a wise decision of Pond’s to jump to toothpaste extension ? Justify your answer.  What was the reason of its failure ?  What promotional strategy would you suggest for the toothpaste extension ?
  • 10. s Suggest a possible extension for Pond’s which you think would benefit them? Why?  Was there a need of introducing a toothpaste product even after knowing the market share of Colgate and Pepsodent?  Pond’s toothpaste was a failure. Do you think that they should have had relaunched their product with some other brand name or the decision of pulling off their product was correct?
  • 11. Why it failed?  Mismatch between the attribute of toothpaste and soap  Consumer refused to accept when Ponds label was attached to the toothpaste  Wrong perception and lack of market study
  • 12. THANK YOU!

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