Marketing Strategy of Ponds

Presented To: Presented By:

Mr. Sachin Jain Ena Verma

(Faculty, PCTE) Harpreet Kaur

Mandeep Kaur

Navneet Malhi

Tanpreet Kaur

History

Pond's Cream was invented in the United States as a medicine by scientist Theron T. Pond (1800–1852) in 1846.

In 1846, the "T.T. Pond Company" was formed, with Pond and other business people as investors.

In 1886, Pond's began to advertise nationally. They would, however, advertise under the name of Pond's Healing until 1910.

By the twentieth century, the company's main strategy was geared towards selling cosmetics products, and so the "Pond's Vanishing Cream" and the "Pond's Cold Cream" were created, marking the entrance of Pond's products into the facial care industry.

By 1910, Pond's was a well established brand among Americans

By 1922, sales of the products had gone down, as many believed that such an easily available product could not perform as well as other, "designer" products.

In 1923, Queen Marie of Romania visited the United States, and she enjoyed the product so much that in 1925 she wrote to the Pond's Company requesting more supplies

First merger

Pond's Company was merged in 1955 with the Chesebrough Manufacturing Company which had a good percentage of brands in the facial care field.

Second merger

In 1987, the Chesebrough Manufacturing Company by most known as "Chesebrough-Ponds", was acquired by Anglo-Dutch company Unilever, giving "Pond's Creams" a more international reach

Advertising Campaign

When most women think of Pond's, they think of the jar of white goop in their granny's closet, next to the hair rollers and smelling salts.

As the first of several TV commercials says, "This is the new Pond's."

The thought-provoking copy in the commercial promotes a new image of the Pond's brand and of women "on the other side of 40—gorgeous, confident, and cool.

Pond's said "little old lady" like no other brand did. But no more.

Introduced a comprehensive marketing strategy to support its Pond's brand family in 1992.

To capitalize on the trusted reputation of the Pond's name while strengthening its leadership position with the introduction of new sophisticated products geared for today's consumers.

To reinforce and contemporize the Pond's image, new packaging also being introduced that will ensure brand and product recognition.

At the same time, the graphic style will create a "halo" over the newest products while helping to distinguish the segments and their benefits from each other.

Advertising Budget

USA has allocated $30 million in advertising support for the Pond's family line, including:

Over $18 Million in Annual Advertising

An Integrated Campaign that will Include Network/Spot TV

The Number One Cleanser Advertising Support With A 27% Share Of Voice.

Advertising budget

In the quarter ending DEC 2009 ponds increased marketing spends enabled the company to grow its underline domestic sales volume by 5%.

The quarter saw an increase in advertising and promotion by 66% to RS 632.88cr to strengthen market competitiveness.

The company has increased spending on advertisement and promotion to help increase brand pull and minimize the efforts of down trading on its sales and profits.

Over 150 Million High Value Coupons

Special Packs that will include Trial Sizes and Pre-Packed Displays to stimulate purchases

An Integrated PR/Educational Programs that will support the entire Pond's brand franchise

PROMOTIONAL ACTIVITIES

The baseline of Pond's cold cream " Googly Woogly Woosh"

HLL have used campaigns and events .

The song 'Roop ki Dhoop' has been created as the beauty anthem .

Pond's uses the baseline " As beautiful as you want to be “.

In 2006 they had an ( the prestigious Pond's Femina Miss India) to create and capture the beautiful moments in the life of the Indian Women.

Contd..

Buy any 100 gm or 400 gm Pond's talc pack, tear off the contest strip and see what luck has in store for you .

SOME FUN FACTS OF POND’S

A brand that has tried to evolve with the changing persona of Indian Women .

This is a brand that has celebrated Women's courage and personality.

Pond's also became a generic name in the Winter care market.

In a survey on customers by AC Nielsen ORG in 2003 , Pond's were among the most trusted brands in India

Pond's is a brand for " Well grounded, self assured, and confident " women.

Advertising Appeals

Acceptance

Affection and Love

Teaser Advt.

Music

Preferred Media

Magazine

Billboard

Television

7

Makes your complexion fairer - A change which is clearly visible

Current Strategies

Emphasis on group recent ad

(ponds clinic)

Corporate Halo

Female-Friendly Promotions

Fabulous 40-something contest

Right-Hand Ring promotion

Word-of-mouth

Girlfriends

Suggestion

Competitive ComparisonFeminine imageUnisex imageSeparate market for both male & female

Equal emphasis on all products along with ponds cream

Need more focus on summer products

Bottom of Pyramid

THANK YOU