Marketing Management - Class Assignment on Rebranding
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The document discusses the rebranding of a failed product in the Indian oral-care market, focusing on Unilever's extension of a toothpaste line targeting urban women. It highlights the need for brand extension ideas to stem from consumer perspectives rather than management alone and outlines the product features, pricing, and promotional strategies. The new product, Sparkles by Ponds, aims to offer freshness through novel ingredients and an innovative mouthwash strip form.
Marketing Management - Class Assignment on Rebranding
- 1. 8 MINUTES 30 slides REBRANDING one of the BIGGEST product FAILUREs
- 2. Guess the brand. Name the first FMCG Company that comes to Your mind.
- 4. GUESS THE
- 10. Indian oral-care market= 7,000 Crores Market Leaders New entrants
- 11. TOOTHPASTE INDUSTRY Colgate HUL Dabur Others
- 12. WHY DID UNILEVER DO THIS EXTENSION?
- 14. Reasons of Failures Brand extension ideas should not emanate from management’s point of view, but from the consumer’s
- 16. India Demographics Profile 2013 Median age (female): 27.4 years
- 19. STATISTICS
- 20. THE PRODUCT
- 21. SparklesBY PONDS
- 24. IdealSelf image Premium | Freshness | Exclusivity
- 25. PRICE 140gm Tube = 125/-
- 26. WHY PREMIUM?new ingredients or cooling agents which impart a feeling of freshness new natural ingredients like essential oils agents with enhanced foaming properties completely novel taste
- 27. PROMOTION
- 28. INTRODUCING THIS FALL SparklesPINK Mint Spark
- 30. Brand extensionDissolve it in water and use it as a mouthwash. Easy to carry and Instant freshness. After party alternative for freshness Instant freshness at workplace before meetings or after lunch/snacks Mouthwash strip