The document provides details about Ponds, an Indian skincare brand. It discusses the company's history starting from its founding in 1846. It then analyzes the Indian cosmetics industry, highlighting its current size, growth rate, largest markets and segments. Major players in the industry are also mentioned. The document further presents an STP analysis targeting women aged 25-65 years and outlines marketing strategies around positioning, communication, campaigns and media planning.
3. 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
5. 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
6. 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%
8. 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
9. STP Analysis
Targeting
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
10. STP Analysis
Positioning
To leverage the emotional connect of the brand Ponds and
promote Ponds Age Miracle as the best choice for Anti Ageing
cream among women.
11. 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.
14. 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
15. •To boost Sales across Metros, cities and larger town.
•To acquire more than 60% of the market (Currently owns approx.
42% )
Advertising Objective
16. 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
17. 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)
18. Campaign Life (duration)
Media March -May June-August
September-
November
December-February
TVC
Print
Digital Marketing
Radio
Outdoor Advertising
On ground Promotions
19. Media Strategy & Plan
Television Ads Print Ads Digital Marketing
Radio AdvertisingOutdoor advertising
Phase I
Phase II
20. Media Strategy & Plan
Channel Time of Telecast Duration
Star Plus 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Sony 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Colors 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
AXN 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Star World 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Z Café 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Entertainment
21. Media Strategy & Plan
Lifestyle
Channel Time of Telecast Duration
TLC 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
NDTV good times 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
22. Media Strategy & Plan
Channel Time of Telecast Duration
Zoom 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Channel V 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
VH1 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Music
Channel Time of Telecast Duration
CNN IBN 11:00am – 3:00pm
5:00pm – 11:00pm
15 Seconds
Times Now 11:00am – 3:00pm
5:00pm – 11:00pm
15 Seconds
News
23. Media Strategy & Plan
Channel Time of Telecast Duration
Star Movies 11:00am – 3:00pm
5:00pm – 11:00pm
20 Seconds
HBO 11:00am – 3:00pm
5:00pm – 11:00pm
20 Seconds
Set Max 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Zee Cinema 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Star Gold 11:00am – 3:00pm
5:00pm – 11:00pm
30 Seconds
Movies
24. Media Strategy & Plan
Channel Type of Ad Duration
Times Of India 1st Page Takeover 1 day/ month
Mumbai Mirror Half page Ads-
2nd Page
1 day/month
Bombay Times Quarter Page Ad-
1st Page
1day/month
Print Advertising
25. Media Strategy & Plan
Social 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
26. Media Strategy & Plan
Social 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.
29. 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
30. 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
31. Media Strategy & Plan
On 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.
32. Media Strategy & Plan
On 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
33. Media Strategy & Plan
Media Spends Allocation
30%
15%15%
5%
10%
15%
TVC
Print
Digital
Radio
Outdoor
Onground
