MARKETING ASSIGNMENT

POND’S

INDEX

1. POND’S

a. Introduction 1

b. Target market 1

c. Product Portfolio 2

2. OLAY

a. Introduction 3

b. Target Market 3

c. Product Portfolio 4

d. Market Research Plan 4

e. Strategies to implement 5

i. Using sampling technique 6

ii. Formulating a campaign 7

f. References 8
INTRODUCTION

Pond’s is an American beauty and health care brand, currently owned by Unilever. Pond’s has
been designing products to meet women’s evolving skin care needs since 1846. With its presence
in more than 50 countries, the brand has strong foothold in the skin care and beauty industry.

In today’s day and age, the brand has myriad of products to offer that can cover anti-ageing, skin
brightening, moisturizing to name a few. The brand also offers products for men for enhancing
their skin. The range comprises two product platforms- Energy Charge and Oil Control.

Target Market

The women in middle class, upper middle class and the ones belonging in affluent families who
tend to take extra care of their skin tone, wrinkles, complexion, softening are the customers that
brand is predominantly focusing on. The majority of its customers fall under the age bracket of
18-50 years.

The Pond’s men, on the other hand is focusing on the men that fall under the age bracket of
18-45 years. The main aim of purchasing the product is to enhance their skin.

By having a look at the target market of the brand, one can infer that the brand targets the or
successfully speaks to the people falling under the age bracket of 18-25 or perhaps 18-26 years.
Product Portfolio

A product portfolio is the collection of the all the products or services provided by the company.
A product portfolio of the company lists the collection of every product or service the business
offers.

Below mentioned image showcases the portfolio of Pond’s. It comprises Talc, all the feminine
products right from nail enamels, lip colors, lip balms etc., body care products-body lotion, body
oil, moisturizer, creams, face washes, etc. and lastly the brand offers various types of creams
like beauty cream, conditioning cream, cleansing cream to name a few.
 OLAY

INTRODUCTION

Oil of Olay, currently known as Olay is an American personal care brand, currently owned by
P&G-Procter and Gamble. The brand provides beauty solutions to women of all ages. The
motive of the brand is to remind all the women out there that every day is an opportunity to be
the best possible version of yourself.

The brand offers myriad of products to get rid of dry skin, oily skin, flaky skin, acne, acne scars
too name a few. The brand is not set in stone thing where there’s just cream offered by it. They
have various types of creams for differing on the basis of skin types.

Target Market

Olay mainly targets middle aged women, i.e. women above the age of 28 or perhaps 30, as the
product that it mainly is known for, are used for get rid of aging problems. Owing to the cost of
the products, people hailing from upper middle class or perhaps affluent families can afford to
buy its products.

Geographically, people who reside in cities form of the target audience of Olay, predominantly
metropolitan cities like Delhi, Mumbai, Pune, Bangalore.

Thus, even if the brand has products that cater to the need of the youth of India, especially the
ones falling under the age bracket of 18-26 or 18-28, owing to increasing competition with the
brands like Pond’s, its pricing strategy, and its positioning, in my opinion they are not able to
reach the larger chunk of market.
Product Portfolio

Olay offers products skincare products like serums, brightening creams, BB/CC creams, Night
creams, Day creams. It also has creams for getting rid of dark circles, acne and blemishes, fine-
lines, and wrinkles to name a few. Besides that, the brand offers products based on your skin
type- dry skin, sensitive skin, and oily skin. The brand offers products for men as well. It
provides energy control and cleansing.

MARKET RESEARCH PLAN

Management decision problem: To reach out to more middle-class people falling under the
age bracket of 18-28. To gain lion’s share in the segment of middle class and low middle-class
people, particularly, 18-28-year-old.

Management research problem: To find out the factors which influence the decision of middle
class and lower middle- class people falling under the age bracket of 18-28.
As per the graph, since the Covid-19 pandemic there has been a severe increase in the number of
low-income groups. The pandemic has pushed around 75 million Indians into poverty. India’s
middle class has shrunk by nearly 33 million. Thus, If the brand wants to target people hailing
from middle class communities and low middle-class communities, it will either must slash its
prices of the products that it is currently offering or introduce a separate product line that caters
to the need of middle class and low middle-class community, particularly falling under the age
bracket of 18-28 years.

For doing so, the brand can conduct a survey to know that which product line of the brand that
more interested to buy- is it the facewashes that they offer, the anti-aging creams, the BB/CC
creams to name a few. They can prepare a questionnaire to gain insights regarding the same.

Once that is known, brand can offer products hailing to the product line that maximum people
are interested in.

They can prepare a questionnaire to know which factors influence their buying behavior and try
to accommodate those factors in the products of the brand.

As mentioned above, if one of the factors is price of the product, then the brand can either reduce
the price of its products that its offering or introduce a new product line which is priced below its
current product line.
As per this graph, main product category in the beauty industry is hair products. The fact, goes
without saying irrespective of your income, haircare products are necessary for women. So,
women hailing to lower middle class or middle-class communities will also be concerned about
their hair.

So, the brand again has the same options as mentioned above, either it slashes the pries of hair
care products that it offers or it introduces a separate hair care product line with lower prices for
middle class and lower middle women, especially falling under the age of 18-26 or perhaps 18-
28.

They can conduct a survey to know which product they are more interested in- are they
shampoos, conditioners, hair oil to name a few. Because if they introduce all these products, at
the same time, brand might have to incur huge loss. If the product turns out to be huge success,
then they can consider introducing other hair care products.

They can do so by applying sampling techniques, which is to select members or a subset of

population to draw inferences from them and estimate the characteristics or in this case the
buying preferences of the targeted market, lower middle class, and middle-class communities,
particularly under the age bracket of 18-28.

The Brand can use Stratified random sampling and cluster sampling for conducting surveys.
They can choose a state or a city to start with that consists of maximum number of people hailing
from middle class and lower middle-class communities and divide them based on their incomes
and then can conduct a survey to determine the hair care product to be introduced.
The graph shows that, women gain maximum inspiration from beauty sites followed by
traditional media. The brand can create a campaign wherein they tell their consumers to share
their story of using Olay products. They can tell me to share their experience of using the
product, how they felt after using them, what sort of change did they notice in their skin, hair to
name a few after using their product.

The brand then can display some of the stories especially the stores of the targeted market as
advertisements on their beauty sites, on traditional media platforms to start with. This could be
one of the ways to increase consumer engagement.
 REFERENCES

https://vdocument.in/marketing-research-on-ponds.html
https://www.marketing91.com/marketing-mix-olay/
https://cupdf.com/document/a-marketing-research-on-olay-55845897d6ecb.html
https://www.ukessays.com/essays/marketing/olay-total-effect-ponds-age-miracle-creams-
marketing-essay.php
https://www.questionpro.com/blog/types-of-sampling-for-social-research/
https://www.olay.in/en-in
https://www.hul.co.in/brands/beauty-personal-care/ponds/https://www.ponds.com/us/en/about-
ponds.html

Aesha Patel 21BSP0012

Kishan Patel 21BSP0074

Rahul Shah 21BSP3195

Maulesh Patel 21BSP0083

Charvi Gosai 21BSP0028