Case study: Ponds TOOTHPASTE

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.

Q5:What does the writer meanby 'According to Dr MJ Xavier the most important aspect in branding a tooth paste is taste'.