Case study: Ponds TOOTHPASTE (10 marks) Ponds a leading face cream brand failed miserably when introduced toothpaste under their brand name. In one of the blind test research the focus group participants were unable to differentiate between the taste of ponds toothpaste with that of colgate toothpaste. According to Dr MJ Xavier the most important aspect in branding a tooth paste is taste. But the mismatch between the fragrance (of ponds face cream) and taste (of ponds toothpaste) created a dissonance in the minds of the consumer. Answer these questions ACCORDING to the case study only.

Q1: Which type of pricing Ponds toothpaste should have used while being at the introduction level of product life cycle?Give two clear reasons for your choice. (2marks)

Q2: Explain the difference between the Plc of Ponds face cream versus the Plc of Ponds toothpaste (2 marks)

Q3: how do you think the positioning of the original brand effected the new toothpaste? (1.5 marks)

Q4: if ponds toothpaste decreases its price do you think the law of demand will work and save the brand? Explain in detail (3marks)

Q5:What does the writer mean by According to Dr MJ Xavier the most important aspect in branding a tooth paste is taste.(1.5marks)