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A thing of beauty is a joy for ever:its loveliness increases; it will never
pass into nothingness. - John Keats
L’oreal
Ponds
OriflamePonds
Oriflame
Neutrogena
L’oreal Himalaya
L’oreal
Ponds
OriflameHimalaya
Neutrogena
Ponds
Himalaya
Neutrogena
Neutrogena
PondsHimalaya
Ponds
Himalaya
Oriflame
L’oreal Neutrogena
Himalaya
Himalaya
Oriflame Ponds
L’oreal
NeutrogenaOriflame
Neutrogena
Himalaya
Oriflame
Oriflame
L’oreal
NeutrogenaNeutrogena
Oriflame
Neutrogena
L’oreal Ponds
OriflameHimalaya
NeutrogenaL’oreal
L’oreal
Ponds
NeutrogenaNeutrogena Ponds
NeutrogenaHimalaya PondsOriflame
L’oreal
The Industry
The Company
•Invented by Theron . T. Pond from a plant called witch hazel which also had the ability to heal small cuts and other ailments, was initially called “Golden Treasure”
•Formed the company in 1846, but was late incorporated in 1914, post his death in 1852.
•The name has been changed from time to time as T.T. Pond & Company to Ponds Extract Company to Ponds
•Major market lie in Spain, India, Japan and Thailand
The Industry
0
5,000
10,000
15,000
20,000
25,000(A
mou
nt in
$ B
illio
n)
2012 2014
Estimated Market size of the Indian cosmetics Industry
$1.2b
$2.0b
The Industry
Current growth Rate
• 15-20%• Skin care at 7-8%• Herbal Cosmetics
at 40%
Market Size
• $1.2 Billion And growing
Largest Market in India
• Western India• Fastest Growing
regions : East and North East India
The Industry
• For 65% of the Teenagers in India, their expenditure on branded cosmetics has increased by 75% in the past 10 years.
• India imports cosmetics, beauty products and intermediate raw materials such as essential oils worth $400 million per year.
• The cosmetic market has products ranging from Rs. 50 to Rs.15000.
• The herbal industry has made significant progress in the anti ageing
• CAGR for the industry is 17%
Major Players
STP Analysis
The Total Population of India 1,244,613,492
Segmentation
624,440,835 Men620,172,657 Women
Age Group (0-24) 269,005,643
Age Group (25-54) 235,042,251
Age Group (55-64) 40,449,880
Age Group (65+) 40,449,880
Potential Target Audience 275,492,131 Women Between the age of 25-65
STP AnalysisTargeting
Demographics: Gender : Women Age Group : 25-65 Location : Metros, Cities & Larger towns Income Slab : 3 lac and above Psychographics: Confident decision makers Love to socialize, go outdoors and enjoy life
STP AnalysisPositioning
To leverage the emotional connect of the brand Ponds and promote Ponds Age Miracle as the best choice for Anti Ageing cream among women.
Consumer Profiling
Neha Chabria:27 year old Marketing Head working for a leading IT firm.Loves travelling, shopping, reading and socializing.Spends on beauty treatments once in 1-2 weeks
Maya Sabarwal:A 58 year old retired journalist. Loves to socialize, engage in charity work.Is a home maker.Spends on beauty treatments once a week.
Perceptual MappingEffective
Ineffective
Low Price High Price
Positioning Strategy
Current Perception
A strong Connect to the Ponds Cold Cream
The Peoples Brand
Communication Strategy
Leverage this Connect to the brand to communicate Ponds Age Miracle that gives an experience; an experience to be, independent; Confident.
“Confidence Revived”To empower the feeling of independence
Hence, we suggest the tagline
•To boost Sales across Metros, cities and larger town.•To acquire more than 60% of the market (Currently owns approx. 42% )
Advertising Objective
Scene 1: Two couples sitting in a house & talking about their NGO 1st Guy: “We need two young face to represent our NGO, kyunki logo ko aaj kal sirf youth hi chahiye.” 2nd Guy : “Actually people only listen to the young & only understand their language.” Both wives look to each other & one of the wife say that you don’t need to worry about young face, soon you will get them bas hum dono pe chhod do.”
(After a month)
Creative – Storyboard
Creative – Storyboard
Scene 2: (Written below the video “After a month”): Both the couples represent their NGO in a college with full enthusiasm Husband of 1st lady to the other husband: “Confidence dekh rahe ho in dono mein.”2nd husband: “Age ke saath confidence bhi wapis aa gaya.” (Both smile looking to each other)
Campaign Life (duration)
Media March -May June-August September-November December-February
TVC
Digital Marketing
Radio
Outdoor Advertising
On ground Promotions
Media Strategy & Plan
Television Ads Print Ads Digital Marketing
Radio AdvertisingOutdoor advertising
Phase I
Phase II
Media Strategy & Plan
Channel Time of Telecast Duration
Star Plus 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Sony 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Colors 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
AXN 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Star World 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Z Café 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Entertainment
Media Strategy & Plan
Lifestyle
Channel Time of Telecast Duration
TLC 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
NDTV good times 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Media Strategy & Plan
Channel Time of Telecast Duration
Zoom 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Channel V 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
VH1 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Music
Channel Time of Telecast Duration
CNN IBN 11:00am – 3:00pm5:00pm – 11:00pm
15 Seconds
Times Now 11:00am – 3:00pm5:00pm – 11:00pm
15 Seconds
News
Media Strategy & Plan
Channel Time of Telecast Duration
Star Movies 11:00am – 3:00pm5:00pm – 11:00pm
20 Seconds
HBO 11:00am – 3:00pm5:00pm – 11:00pm
20 Seconds
Set Max 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Zee Cinema 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Star Gold 11:00am – 3:00pm5:00pm – 11:00pm
30 Seconds
Movies
Media Strategy & Plan
Channel Type of Ad Duration
Times Of India 1st Page Takeover 1 day/ monthMumbai Mirror Half page Ads-
2nd Page 1 day/month
Bombay Times Quarter Page Ad-1st Page 1day/month
Print Advertising
Media Strategy & PlanSocial Networking Channels
• Ponds Age Miracle page to engage with the target audience • Generate buzz around on going events and on ground promotions.• Connecting experts with users to solve queries
• Videos on quick skin fixes.• Healthy diets tips from experts.• Video testimonials of clients (based on availability)• Videos on the science of ageing and how Ponds Age Miracle works
Media Strategy & PlanSocial Networking Channels
•Connect with people tweeting about the product and its feedback and queries.• Constant watch for any negative reviews.
• Generate traffic for the website.• Boost Online Reputation Management by addressing any query or negative feedback quickly.• Generate awareness about the quick ageing in today’s age.
Media Strategy & PlanSample Google Ads
Media Strategy & PlanSample Display Ads
Media Strategy & Plan
City Number of Hoardings/Billboards
Duration
Mumbai 15 3 Months
Delhi 10 3 Months
Chennai 10 3 Months
Kolkata 7-10 3 Months
Hyderabad 15 3 Months
Pune 10 3 Months
Outdoor Advertising
Media Strategy & Plan
• Ponds Age Miracle sponsored contests• Winners receive Ponds Age Miracle gift vouchers/Goodie bags.• Sponsor existing contests to give winners gratification.
Radio Advertising
Media Strategy & PlanOn Ground Promotions
•Kiosk such as above with Experts to solve any queries regarding skin problems and ageing.•Specially developed app that enables user to take their picture and show their face after entered years. • An upload to Facebook option available if the choose.
Media Strategy & PlanOn Ground Promotions
• Mall events to engage audience.• Give away Ponds Age Miracle goodies. in smaller quantities for sample for people participating.• Engage children to participate to win goodie bags.•Goodie bags would include samples of Ponds Age Miracle and/or discount vouchers
Media Strategy & PlanMedia Spends Allocation
30%
15%15%
5%
10%
15%
TVCPrintDigitalRadioOutdoorOnground
A woman can surely keep one secret – the secret of her age
