A Presentation on a case study of Ponds Dream Flower Talc

PONDS DREAMFLOWER TALC

• Ponds dream flowers talc was well established brand.
• The market leader in the talcum powder
• The market divided in to the three segment ,like Premium
,popular , Prickly, Baby powder
• Company background
• Ponds (india ) limited was a public limited company
• Manufacturing and marketing toiletries and cosmetic
products
• Ponds had been able to build up a strong consumer franchise
among its estimated 25 million consumers
• Largely urban women aged 15-45 years with monthly
household income in excess of 800
 Dream flower Talc campaign

• Prior to 1972 only one campaign ran in the process in both metropolis
and non-metropolis cities and town
• This was consider as old fission
• Considering the model used as well as design of mnemonic adjacent to
the ponds talc tin
• After 1971 it was decided to develop two different campaign for metro
polis and non- metro polis
• In 1972 the metro polis campaign a top model Ayesha was used in a
relatively sophisticated situation
• Were those of fashion shows and time for a date
• A distinctive feature of the main was one piece telephone , apart from
the mod appeal of the model
• The non- metropolis ad showed a less sophisticated slim model .
• The consumer research studies carried out indicated that high priority
should given to the following two aspect
• Freshness‘ Fragrance
• The new campaign developed in 1975

• This advertisement emphasized the fragrance aspect by bringing Dream

flower in the head line

• A new campaign developed in 1977 following aspects were taken in to the

account developing the campaign .

• An attempts was made at integrating the so called sophisticated and non-

sophisticated segments of consumers

• The decision making unit was considered to be the family as whole

especially a young family . Only females were used models in the previous
campaign
• The fragrance aspect was kept in the forefront
• New campaign featuring the husband an attractive wife and a little girl
behind a large dream flower talcum powder
• The major change was made in the media mix when data was obtained
from National Readership survey
•
• It was decided to stop the film advertising altogether in metropolis cities

• Where the cost of exhibition could be as high as Rs 400 compared with Rs

20 in small cities

• Moreover ,press advertising rates had risen very sharply . The decision
making on media mix changed based on the cost per contact analysis
Agency brief for the 1979-80 campaign

The total sales for dream flower talc increased by 2 crores. The sales figure showed an
increase in the sales volume by 1 crore in the first half of 1978.

The co expects an in the sales figure of another I crore in the 2 nd half of 1978.

To keep the trend going the co expects the sales to grow by 2 crores in 1979-80.
Year Invoiced sales (Rs % increase
lakhs)
1975 650 10%
1976 850 30%
1977 1050 23%
1977 1st half 525 22%
1978 1st half 625 19%
1978 estimate 1250 19%
1979 1450 16%
1. Market segments for talcum powder segments.
a. Premium
b. Popular
c. Baby
d. Prickly

2. The premium talc market has grown in value by around 15% in 1976 and 1977 . The
market is expected to grow by 12% in 1978.
ponds dream flower has its market in the premium segment.
3. The popular talcum power market has declined by around 30% over the last three
years. It fell by 30% in the 1st half of 1978.
The prickly heat and baby powder market on the othee hand has grown at around 20%
and 11%.
4. The southern regions continues to be the largest for premium talcum powder markets
with a share of 42% of the total market. The west is for 22%. The northern and eastern
regions accounts for 19% and 17% respectively.
5. DFTs market share has gone up from 22% in 1976 to 25.7% in 1977 and dropped
marginally in the 1st half of 1978.
 The table showing the total market of talcum powder

Brands 1975 1976 1977 1978

(jan-june)
DFT 22.3% 22.4% 25.7% 25.4%
Cinthol 9.5% 11.2% 9.1% 10.1%
Cuticura 6.7% 7.4% 7.5% 8.6%
Lakme 6.5% 6.5% 7.6% 6.8%
Ciba 7.4% 4.9% 3.3% 2.2%
Maxfactor 5.5% 6.3% 7.3% 5.2%
Total 57.9% 58.7% 60.5% 59.6%
6. DFTs region wise market shares as follows:-

Region 1978 1st half market share

North 16.7%
East 22%
West 28.1%
South India 28.8%
All India 25.4%
1. Cuticura Ads :- it was b&w ad meant for all purposes targeted towards the family and at the
same time for the women to look more beautiful and alluring.
2. Lakme :- it was put forward with the heading "fabulous French Fragrance” and the product
was described as lakme Lavender Talc.

Competitive advertisement

3. Max Factor :- The brand advertised 3 brands of advertisement namely “Exuberance for Joy ,
Electrique for laughter and hypnotique for fragrance. The ad was illustrated with a bunch of
flowers on a talcum powder for exuberance, lightning effected on a females face for
electrique and Hypnotique referred to French perfume.
4. Emami :- emami’s ad illustrated the soft and smooth skin and in another set it illustraated
the enchanting fragrance of emami talc.
5. Misty :- its illustrated females to wear something soft fragrant and feminine all over.
6. Gokul :- B&W ad showed how it microfined sandal wood , herbs and special ingredients.
7. Binaca :- Binaca ads depicted fragrance as the headline read “ its like wearing fresh flowers
all the day .”
8. Cinthol :- cinthol emphasised on freshness.
Thank you

Presented by :-
Chandan Kumar
Atri Dutta Gupta