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    CRBR Project Proposal Group6

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    Tony Joseph
    1. The document analyzes the failure of Ponds toothpaste brand when it entered the toothpaste market. 2. It aims to understand reasons like consumer perception or marketing failures that led to the product's huge failure despite being of high quality. 3. The study will help identify key factors for a product's success beyond just quality and shed light on solutions to address such market failures.

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    CRBR Project Proposal Group6

    Uploaded by

    Tony Joseph
    29 views3 pages
    1. The document analyzes the failure of Ponds toothpaste brand when it entered the toothpaste market. 2. It aims to understand reasons like consumer perception or marketing failures that led to the product's huge failure despite being of high quality. 3. The study will help identify key factors for a product's success beyond just quality and shed light on solutions to address such market failures.

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    Crbr Project Proposal Group6

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    1. The document analyzes the failure of Ponds toothpaste brand when it entered the toothpaste market. 2. It aims to understand reasons like consumer perception or marketing failures that led to the product's huge failure despite being of high quality. 3. The study will help identify key factors for a product's success beyond just quality and shed light on solutions to address such market failures.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    29 views3 pages

    CRBR Project Proposal Group6

    Uploaded by

    Tony Joseph
    1. The document analyzes the failure of Ponds toothpaste brand when it entered the toothpaste market. 2. It aims to understand reasons like consumer perception or marketing failures that led to the product's huge failure despite being of high quality. 3. The study will help identify key factors for a product's success beyond just quality and shed light on solutions to address such market failures.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    SRIRAM SWAMINATHAN 14F155

    SUDIPTA MONDAL 14F156


    TONY JOSEPH 14F160
    SAI ALEKYA EDARA 14F147

    PROJECT
    PROPOSAL
    SACHIN KUDVA 14F145
    SHRIRAM N 14F151

    The Ponds Fiasco

    Problem statement:
    To analyze the reasons behind the failure of Ponds Toothpaste.
    Motivation and importance of studying the issue:
    Ponds a multinational beauty products brand under the flagship of Unilever, planned to expand
    its product portfolio by entering into the toothpaste segment. As a part of this plan, it launched a
    tooth paste named Ponds toothpaste. Ponds conducted blind test and received positive
    response from the people. Though the product was of premium quality it failed miserably soon
    after its launch. Our study will focus on finding the reasons (like consumer perception or
    marketing failure) behind this huge failure.
    Through this study we can find the factors which play a key role in making a product successful
    in the market apart from the product features. This helps to find a solution for such market
    failures.
    Research questions:
    1.
    2.
    3.
    4.
    5.

    What does the brand ponds mean to customer?


    How does core values are important for forming perception in consumers mind?
    Why did ponds enter the toothpaste industry?
    Why did ponds toothpaste fail?
    What can be the turnaround strategy for ponds toothpaste?

    Methodology

    What does the brand ponds mean to customer


    Determine products attributes (features and benefits) that customer relate to ponds
    Usage patterns of ponds products
    Buying patterns of ponds products
    How does core values are important for forming perception in consumers mind?
    How does consumer forms or change a core values pertaining to a brand
    Understand involvement level after forming perception
    Why did ponds enter the toothpaste industry?
    Understand the ponds strategy to enter the toothpaste market
    product aspects are considered for brand expansion decision
    Why did ponds toothpaste fail?
    Introduce and make aware the respondents about ponds toothpaste and record the
    critical variables regarding consumer adaption and aversion to the product
    Consumer perception about the positioning of ponds toothpaste
    Consumer perception about brand image of ponds toothpaste
    Identify respondents response to the various stages of the consumer buying process for
    ponds toothpaste namely exposure
    Evaluate the packaging and placement of ponds toothpaste
    Map the variables to various consumer behavior models.
    What can be the turnaround strategy for ponds toothpaste?
    Compare and present the consumer behavior changes to gauge the adaption likeliness
    between 1960 and 2014

    Plan a turnaround strategy for ponds toothpaste dependent on various problems identified
    in the consumer adaption process

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