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Advertisement Analysis of "Pond's"

Advertisement Analysis of "Pond's"

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Published by: jerrypauljj on Nov 29, 2009
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12/30/2012

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ADVERTISEMENT ANALYSIS OF "POND'S

"

POWYS
marked the brand's evolution to a beauty icon. By the mid 1920s it was reflecting this positioning with endorsements by princesses, Hollywood stars and society beauties. Its stylish image was underpinned by guarantees of product delivery and an understanding of woman's beauty routines and needs.

When the first Pond's product was invented?
Pond's Cream was invented in the United States as a medicine by scientist Theron T Pond in 1846. Mr. Pond extracted a healing tea from witch hazel, with which he discovered he could heal small cuts and other ailments. Soon after, the product would be known as Pond's Extract.

Activations Pond's Miracle Lab
Since Pond's is entering masstige or :'�` with its anti aging platform, it is necessary launch with premium and massive this mission to answers, Ponds launch its activation which not only about bringing premium market to support the activation With Miracle Lab premium Pond's product through Beauty Counter like other skin product do, this time it is about bringing total Pond's image on a higher ground which delivers more modern, premium, more expert Focus on Anti-Aging as product anchor. Therefore in this activation Pond's creates a big hype and then followed by massive news amplifications so it helps generate images in people perception of Ponds as a leading premium product in the anti aging platform. main reason we conduct this are still a big bulk of the consumers that about moisturizers. They feel they don't r _ UUi i_J activation is that there have need misperceptions to need V feel it makes moisturizers as they are still their skin too young, oily, and they have many other why they choose

reasons

not to

use moisturizer. Hence, we feel it necessary to have a category education campaign, to promote the need to use moisturizer to the consumers by introducing and emphasizing on the benefits of using moisturizer from early on. Our campaign message is "Dengan Pond's, Putih dan Bersinar itu Mudah"; which conveys dual benefit: both physical and emotional as we emphasize that fairer skin gives you more chances to shine in life.

Pond's Beautvloav
To attract young target audience for the -start to conduct this Beautylogy wT F r . • cleanser market, Pond's activation at the beginning
ADVERTISEMENT ANALYSIS OF "POND'S"

PONDS
of 2007. The main objective of the activation is to sends out an educational message and creates a fun campaign for the Indonesian's youth target group while establishing Pond's core message of "Your 1 solution to solve 5 problems". In these Road show activations, Ponds also introduce Bunga Citra Lestari as its Brand Ambassador; a perfect role model for today's female youth

Pond's is differentiate into 3 platforms 1. Oil Control
Pond's Oil Control solutions with its Vitamin B3, oil reducer agents, triclosan and sunblocks help to reduce and controls the oil excess on your skin. It also helps to regenerate and prevent skin from acne problems to give your everyday fresh looks.

2. Skin Lightening
Pond's Skin Lightening product is not just about skin whitening for the consumer, but about a radiant healthy skin that gives a nourished pink glow. Pond's White Beauty has detoxifying vitamins B3, B6, E, and C, which neutralizes the effect of darkness-causing impurities found in the environment and reduces accumulated melanin, thus giving a smooth, pure and bright skin.

3. Anti-Aping

Pond's Anti Aging as the first masstige product platform introduces CLA as the main ingredient to defy aging skin problems. By using the product, it will help woman to revitalize and replenish skin moisture from the outer layer to the deeper layers of the skin to dramatically smoothes skin, reduces the appearance of discoloration, age marks and reduces dark lines under eye circles, bags and puffiness in just two weeks. Pond's range of products were in India from 1947. In 1955, Pond's merged with another company Chesebrough. Since 1956, Pond's Talcum Powder has been a trusted beauty product for Indian women. In 1987, Unilever purchased the brand from Chesebrough Pond's. Pond's is a brand that has been carefully nurtured by HUL.

COMPETETION FOR POND'S
ADVERTISEMENT ANALYSIS OF "POND'S"

PONDS
Pond's has competetions from : ■ ■ ■ ■ ■ Johnson & Johnson cavinkare Godrej L'Oreal Gamier

In the early 1950's the target group that Pond's was aiming are the ladies above 30yrs of age. Pond's is aiming at the super premium segment. Currently pond's target ladies above 20 years. 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 Marg in 2003, Pond's were among the most trusted brands in India. Pond's is a brand for 1" Well grounded, self assured, and confident 1" women. ■ ■ Constantly Improving. Consistent Quality. Effective ingredients. ■ Latest technologies.

■ ■

Changing with times. Fragrances.

EVALUATION COMPAIGNS:
Following is presented commercials:

OF ADVERTISEMENT
a brief analysis of POND'S TV

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PONDS MOISTURIZER:

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