BRAND

MANAGEME
NT

Overview
Company overview
PONDs the brand
recommendations
gap analysis based on survey
Company
overview
Industry overview
Major competitors

Target market and

positioning
Four ps
promotions
Consumer
behavior
Cbbe
imc

Survey findings
Gap analysis

Recommendation
s
Risks and returns

COMPANY
OVERVIEW

Company
Overview

Present
in over
56
countries

Since
1846

Unileve
r
acquire
d
Ponds
Founded
inNew
1987
in
York by
Theron T.
Pond

INDUSTRY
OVERVIEW
Face
Market Share

PONDS has 18%

share of the 80%
(14.4% market share)

Skin and
Body
Ponds has 33% share
of the 20%
(6.6% market share)

Face

Hand and Body

Competi
tors
SKINS
Fair &
Lovely

FACEWAS
H
Himalaya,
Clean &
Clear

COLD
CREAM
Cute

LOTIONS
Fair &
Lovely,
Vaseline

PONDs
THE BRAND

TARGET
MARKET
Primary
Target
WOMENGroup
White beauty
Age 16 to 25

Age Miracle
Age 30 to 45

Cold Creams
Mass market

Position
ing
At POND'S we believe the world would be a
better place if we stopped idealizing beauty
and started celebrating it instead.
Emphasizes beauty from
within
Emphasizes femininity

Four
ps

products
White beauty
range
Age miracle range
Gold radiance
range
Cold creams
Body lotions
Powder
Pimple care

price
Segmented
Higher income:
higher priced
specialized
products
Lower income:
affordable
heritage products
for mass market

promotion
Mainly via tvcs
Atl (billboards, radio,
newsprints)
Event sponsors
(Lustrous runway)
Social media

place
Highly effective
and widespread
distribution
Products easily
available
Distributed to
30,000 outlets by
unilever
Distributed to
70.000 outlets by
other retailers

PROMOTION

CONSUMER
BEHAVIOUR
HIGHER INCOME
GROUPS

LOWER INCOME
GROUPS

Additional Benefits
e.g. anti wrinkle,
anti acne, pimple
fighting etc.

Opt for specialized products

Ponds White
Beauty, Ponds Age
Miracle, Ponds Gold
Radiance

Functionality
e.g. moisture,
fairness

Opt for Heritage Products

Ponds cold cream,
Ponds body lotion,
etc.

IMC

CBB
E
Relationships
Resonance
When in doubt, go for
Ponds!
Brand response
Judgments, Feelings
Average product at an
okay price!
Brand Meaning
Performance, Imagery
Not the best fairness
brand!
Looks Great!
Brand identity

Brand
awareness
50
45
40
35

Average of 37% is
very familiar with a
product of the brand

30
25
20
% of respondents

15
10

Never heard of
Not very familiar
Familiar
Very familiar

5
0

Only an average of
9.6% were completely
unfamiliar with any of
the products

Brand image
90

78% were aware of

the brand

80
70
60

63% responded
positively to Ponds
brand image

50
of respondents
40
30
20
10
0
Quality

Price

Product Range

Brand Awareness

Brand Image

Promotion

Brand
response
90
80
70
60
50
40
% of respondents

30

Ponds was rated well

in terms of quality by
80% of our
respondents
Not important at all
Not that important
Preferable
Important

20

Very important

10
0

47% responded well

to pricing

Brand
resonance
Column2

24.5% loyal
62% irregular
13.5% will not buy or
are loyal to other
brands

loyal

irregular

will not buy

GAP
ANALYSIS

Gap
analysis
Consumers perception matches that of ponds
core message
Gradual transition in segments from cold cream
and fairness cream to the premium ones
Social media-the most popular platform for brand
presence and engagement
Lags behind in promotion compared to
competitors

RECOMMENDAT
IONS

recommend
ations
PROPOSITION
More marketing 1
activities for
higher end
markets focused
on anti-blemish
creams, bb
creams, tinted
moisturizers

Memberships
loyalty cards
discounts

Social media presence

PR events
Fashion shows

recommend
ations
PROPOSITION
More marketing 1
activities for
higher end
markets focused
on anti-blemish
creams, bb
creams, tinted
moisturizers

Possible Return
higher involvement with
potential consumer base
increasing premium
consumer base
maintaining healthy
relations with existing
consumers
Potential risk
premium consumers
shifting in case of
incompetent marketing

recommend
ations
increase volume through
lowered prices
PROPOSITION 2
Product line
transition of cold
creams and
lotions
Move focus onto the
premium labels for greater
margin

recommend
ations
PROPOSITION 2

Possible Return
Higher returns in finances
in the short term

Product line
transition of cold
creams and
lotions
Potential risk
Uncertainty regarding the
pace of segment transition

TAKEAWAYS