An assignment in the first semester from my Marketing classes. It was for a class assignment to re-brand a product which had failed miserably after its launch.

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

7. The product
toothpaste

8. SHOCKED?So were we.

9. Market Analysis

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

17. Target Group
Urban women

18. SO..
We asked
&
YOU ANSWERED

19. STATISTICS

20. THE PRODUCT

21. SparklesBY PONDS

23. Sparkles
BCGanalysis
High LOW
LOW
High
Growth
Market share

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

29. SparklesSpearmint Zest

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