Pond's re positioning

Pond’s face wash

marketing plan

Only for educational purpose. We do not own this product.

Group MembersE & FB 2014-2016 Div A

• Anjali Daga A025• Pallavi Agrawal A012• Sneha Agrawal A013• Karan Gupta A037• Archita Agrawal A010• Ronak Bang A016• Abhijit Gole A032

Mission

Pond’s mission is to offer feminine products that give them beautiful skin at an affordable price

Corporate Objective

• Objective is to gain 35 % facial care market share by the end of year 2020

Marketing Plan

Strategy

Problems

Situation analysis

Tactics

Objectives

Market Analysis

20

3.4

6

198

2.6

8

27

2.4 2.1 1.5

Market share of personal care products

CosmeticsFragrancesHair-care ProductsFace Care ProductsDeodrantsShower ProductsDental CareSoapsSun ProductsOthersShaving Products

Age Group

below 1818-3030-4545-60

2-4 CRORE

4-6 CRORE

6-10 CRORE

10-15 CRORE

0 10 20 30 40 50

Marketing Budget

Marketing Budget

•The major market capture for face washes in India is in the Metro, 1-2 tier cities which comprises of 57% of the face-wash market.•The market is showing a growth of 20% since the last 3 years

Market Analysis

PONDS FACE WASH MARKET SIZE = ₹ 400 + CRORES

DETAILS PONDS WOMEN PONDS MEN

VOLUME SALIENCE 85.43% 14.56%

MARKET SHARE ₹ 320 Cr ₹ 80 Cr

Ponds Market Size= 400Cr

Ponds Market Share = 10.13%

PONDS MARKET SIZE

CURRENT FACEWASH MARKET SIZE = Rs 4000Cr +

18%

24%

12%6%

8%

10%

22%

Market Share

Clean & ClearHimalayaClearsilGarnierLakmePondsOthers

Clean & Clear, Hi-malaya, Clearsil

Garnier, Lakme

Ponds

0100

200

Price

Price

Competitor Analysis

Competency Analysis• Brand Image • Strong sales & distribution network backed by HUL• Wide range of products• Strong R & D

• Comparatively high-pricing• Low market awareness for face-wash• Feminine image creates problem for Men’s products

• Heavy market competition• Easy entry for new entrants •Innovation sensitive market(based on R&D)

• Beauty segments Compounded annual growth rate is very high• Due to high awareness in females the brand can go for brand extension (nail care, lip care)• Ever increasing user base

S WT O

Macro-Socio Analysis

Social Factors Technological Factors Legal Factors

Acts & Laws

Advanced Packaging

& Production

Taxation

Food & Drug

Administration

Growth in

Adopting E- Business to

improve band Communication

What Customers Want

Glowing Face

I want to Look better

than my best friend

Smooth Skin

Cleansing action

Clean my Oily faceBecome fair

Clean my Oily face

Soft Face

Fair & Beautiful

Become fair

Become fair

Affordable face wash

Consumer Analysis

Majority (94%) of the TG is Skin Conscious

TG buys a face-wash once every 45 days

Consumers of face-wash generally use it once-

twice a day

Insights

price freshness fragrance cleansing action lather0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Preference Mapping

Preference

price freshness fragrance cleansing action lather0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

NIVEAGARNIERHIMALAYAPONDSDOVEAVERAGE

PERCEPTION MAPPING ON AD-CLAP

PONDS PRESENT POSITIONING

price freshness fragrance cleansing action lather0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

INDUSTRY AVERAGEPREFERENCESPONDS

Would it remain the

same ?

Price, Freshness, Fragrance, Cleansing Action, Lather

No

Yes

Positioning

Refer AD-CLAPReduce, Raise, Retain, Rip, Rock

Reduce Price : Average of preferences and industry average. Raise Freshness : To industry

average

RIP Cleansing Action: To industry average Raise Fragrance : To

Consumer Preferences

Retain Lather

price freshness fragrance cleansing action lather0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

INDUSTRY AVERAGEPREFERENCESPONDSNEW PLACEMENT

AD-CLAP MODEL

RIP

RETAIN

RAISE(WHITE SPACE)

REDUCE

Market Objectives

• Turnover of 600cr in the face wash market for the year 2015-2016

• Increase Sales by 15% by the end of the financial year 2015

Market Problems

?• Cultural Perspective Barriers

• Market Penetration – Industry executives‘ say the major challenge in the market is MARKET PENETRATION.

• Pricing – Critical in case of rural market.

Brand Pyramid

Features & Attributes

Functional Benefits

Emotional Benefits

SelfExpressive Benefits

Softness & freshness

Beauty & Confidence

SelfAggrandisement

“ GOOGLY – WOOGLY WOSH “

HIERARCHY OF DIFFUSION

0

5

10

15

20

25

30

35

40

2.5

16

34 34

13.5

Age: 24 – 30

Age:

16-

24

Age:

30-

40

Age:

30-

50

Age:

50

& a

bove

Age:

24-

30

Insights

High involvement

Low involvement

Rational

Emotional

FCB GRIDPLC Model

We are currently Maturity Stage

Product Life cycle

At Emotional – Hi Involvement Quadrant

FCB Grid

NON-AWARENESS

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

ACTION• According to the research we studied that we are at Knowledge stage. • We intend to take it down to the Action Stage.

Buyer Readiness Stage

FEELMake the consumers feel the

product PONDS and demonstrate to them the superiority of

product.

DOLure the customers by grabbing

their attention by giving them attractive samples & offers.

Give Skin PH meter with every purchase

THINK

After using the product and knowing its benefits & quality the consumer will be more willing to repurchase the product in future.

Core TG follows FEEL - DO – THINK. Our Target group being women between 18- 30

years

TFD Model

Segmentation Mapping

PONDS

GirlsPink

Cheeks

“Googly woogly woosh”

Pink

Cream

HUL

Fragrance

Beauty

Powder

Brand Association

Value Prop.

Positioning

Touch Points

Brand Association

Value Prop.

Positioning

Touch Points

Emotional Benefits

Beauty & Confidence

Economical Benefits

Reasonable price

Brand Association

Value Prop.

Positioning

Touch Points

“ Signature Fragrance “For all Ponds products

4 P’sPrice

Place

Promotion

TacticsProduct

Product Line extension – Flowery, Fruity

Deep Moisturizing

Penetration Pricing- creating a moderate price to attract our target segment(Segment B)

• More focus on tier 1 and tier 2 strata of the society

• Manufacturer- Dealer-Wholesaler-Retailer-Consumer

• (Malls, Super Markets, Kirana & medical Store

Baseline : “Googly- Woogly Wosh”Promotional packs: Sachets & Other Ponds

ProductsTagline : “As Beautiful As You Want to Be”

NON-AWARENESS

AWARENESS

KNOWLEDGE

LIKING

PREFERENCE

CONVICTION

ACTION

FEELMake the consumers feel the

product PONDS and demonstrate to them the superiority of

product.

DOLure the customers by grabbing

their attention by giving them attractive samples & offers.

Give Skin PH meter with every purchase

THINK• Budget: 8 -10% expenditure of projected sales on advertisements.

• Objective:Convert 40% of our target segment from Knowledge Stage to Action Stage

• PULL Strategy

IMC – Budget & Objective

IMC Strategy

Short Media- facebook, twitterMagazine & newspapers, websites Promotional campaigns in colleges and mallsFree sachets and samples Beauty contests – ponds femina miss indiaRadio & Television

price freshness fragrance cleansing action lather0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

INDUSTRY AVERAGEPREFERENCESPONDSNEW PLACEMENT

RIP

RIP the market

Perfect face wash for your skin

Gentle & soft on your skin

Save your beautiful face from the harsher face washes.

Why buy any other and not the experts choice.

TALC

• Body Talc• Talc for special

occasion

Feminine

• Nail enamels• Lip Colour

Floral

• Room Fresheners• Soap

• Fragrance & Shampoo

Creams

•Beauty Creams•Conditioners &

cleansing

Body Care

• Body Lotion•Oil & Creams

Thank You