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• Smot- School of Business

7&8, 2nd cross street,


nehru nagar,
perungudi
(near taramani railway
station)
chennai-600096
POND’S

G.Arihant Kumar
C4T4/02/002
POND’S INTERNATIONAL
• Theron T Pond, a Pharmacist from Newyork
introduced " Pond's Golden Treasure" in 1846
as a medicine.

• In 1905 , it was Re-launched as “POND’S


EXTRACT”.

• In 1914, Pond's introduced the cold cream


and vanishing cream and that moment
POND’S in INDIA
• 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


COMPETETION FOR POND’S

• Pond’s has competetions from

1 . Johnson & Johnson


2 . cavinkare
3 . Godrej
4 . L’Oreal
5 . Garnier
POND’S MARKET
SEGMENTATION
• 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 .
Strengths of ponds
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.
• 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 Marg in


2003 , Pond's were among the most trusted brands in
India.

• Pond's is a brand for " Well grounded, self assured,


POND’S TALC POWDER
• Till 1980's Pond's were a household name
in talcum powders.

• Pond's talc powder have many variants


like Dream Flower, Sandal, Prickly Heat ,
oil control and Magic.

• Pond’s talc powder has a market share of


65%.
COMPETETIORS OF POND’S
TALC POWDER
• Johnson & johnson

• Spinz ( cavinkare )

• Cinthol ( Godrej )
MARKET SHARE
POND’S VS OTHER BRANDS
• POND’S

• SPINZ

• CINTHOL
• The shutter mechanism ensures that
dispensing the product is easier than ever
before and the talc remains fresh and
fragrant at all times.

• The new fragrance is revolutionary and


lasts for a full 12 hours.
PACKAGING STRATEGY

20 Grams

50 Grams
PRODUC
T SIZES
100 Grams

400 Grams
REASONS FOR SUCCESS
Consistent Quality .

Constantly Improving .

Changing with times .

Latest technologies .

Effective ingredients .

Unique fragrances .
Crea Jo
P m b
Chee
ink ks

“Googl
Beau PONDS y
ty woogly
Whoos

Girl HU
s L
Powd Fr a g r a
er nce
THANK YOU

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