2. introduction
• History
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1846-Theron T. Pond produces a
witch hazel extract initially sold as
Golden Treasure.
1872-Pond’s Extract Company
formed in New York..
1904-Pond’s Extract Cold Cream and
Pond’s Extract Vanishing Cream
introduced. And later many other
products
1955-Pond’s and the Chesebrough
Manufacturing Company combine
to form Chesebrough-Pond’s
1987- Chesebrough Manufacturing
Company acquired by UNILIVER
19TH Most trusted brand of HUL
3. Ponds products
• Ponds talcum powder
• Ponds scrub and
facewash
• Ponds anti
ageing,whitening,radia
nce cream
• Ponds gold
• Ponds cold cream
• Ponds body lotion
4. Product concept
• ponds lotion not doing that well
• women prefer baby lotion as its perceived to
be gentle than body lotion for adults
• Ponds body lotion variant which would be as
gentle as baby lotion
6. Research
• Objective:1)To find out why baby lotion is
preferred by women
2)how are ponds product perceived by women
3)willingness to buy new ponds body lotion if
introduced
• Methodology:Survey by giving questionnaire
to sample population in Mumbai
7. QUESTIONNAIRE
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Questionnaire
1)Do you use baby lotion?
i))Yes ( reason:__________________________________________________________)
ii)No
2)What brand of baby lotion do you use?
_______________________
3) Why do you use that brand?
_________________________________________
4)How much do you spend on 100 ml of body lotion?
i)50-100 ; ii) 100-200; iii)200-300 ; iv) 300-400
5)What among these would you like to have in your lotion?
i)Vitamin ; ii) spf ; iii)moisturizer ; iv)skin lightening factor ; iv) antiaging ;v)all of them;
vi)others__________________
6)Which of these fragrance do you prefer?
i)Fruity ;
ii) flowery;
iii) cologne;
iv) aqua
7)What fragrance would you like to have in your lotion ?(any new fragrance apart from the ones in above
question)__________________________________________________
8)How long you want the lotion effect to last?
i) 3 hrs ;
ii) 6 hrs ; iii) 12 hrs
9)Do you prefer ponds product?
i)Yes
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ii) no
10)What ponds product do you use and why?
________________________________________________
11) What is the 1st thing that comes to your mind when you hear ponds?_____________________
11)how long have you been using the ponds product ? i)1 month ; ii)1 year ;iii)more than one year
13)If ponds comes up with a lotion which is as gentle as a baby lotion and also with added qualities of spf ,vitamin and
antiaging would you prefer to buy it? i) Yes
; ii) no reason__________________
8. Observations
Q1) -11 yes
Reasons are mild,good moisturizer,last longer,good fragrance
Q2)most them use Johnson baby lotion
Q3)trust worthy ,old brand,also recommended by doctors
Q4)per 100 ml they spend-100-200 rs/Q5)most of them prefer to have moisturizer and SPF
Q6)Most of them prefer flowery ,fruity
Q7)not much response except one suggestion for sandalwood fragrance
Q8)12 hrs preferred for lasting effect
Q9) lponds product liked by most
Q10)ponds talcum powder,lotions and cream are the most used products
Q11)delicate ,flowery,feminine
Q12)most of them have been using ponds product for more than a year
Q13)most of them would like to buy ponds gentle
9. 4 p’s
Product
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Name: PONDS GENTLE
Category: consumer product
Product line extension: flowery , fruity fragrance
Qualities: With vitamin , SPF ,deep moisturiser ,antiageing
Lotion effect last for 12 hours
nonsticky ,smooth white lotion
Quick absorption
ingredients : naturally derived Paraben Free,Dye Free;No
Irritating Essential Oils,Allergy Tested,Dermatologist
Tested,Hypoallergenic(claims of baby lotion)
10. 4p’s contd.....
Packaging
Packaging: white plastic bottle of
300 and 100 ml with ,flip top caps
Also small satches of lotion
Labelling: natural ingredients used
in baby lotions +spf +antiageing
factor,benefits
11. 4p’s contd..
• Price:
market price but lesser than johnsons baby product
100 ml-50 rs, 300 ml -120 rs
• Satchets :for 10 rs/-
• Place : INDIA
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NORTH: Delhi, chandighar,shillong,darjeling,shimla
EAST: Kolkata
SOUTH: Chennai, Kerala,Karnataka and AP
WEST: Mumbai, Gujrat,Pune,Nashik
12. 4 p’s contd...
Distribution channel
• Manufacturer -consumer(websites)
• Manufacturer –dealers –wholesaler -retailer –consumer
(malls,supermarkets ,kirana and medical stores)
• Promotion: advertisement:TV,radio,women
magazines,newspapers across major cities
• promotional packs :free satches with other ponds products
• tag line:``Ponds gentle ,get baby skin by natures way”
13. Consumer decision
• Type: limited decision making
Consumers do a little research before buying not very
extensive
• Depends on:
• Availability
• Benefits over other brands
• Price
14. STP
• Segmentation:
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demographic:-age: 18 and above,
sex-female,
income-middle to high
Psychographic:
Lifestyle: working class women want to have younger looking skin
,give result soon by applying only once
• Personality: concious about chemical effects of product, would
prefer gentler(baby products) or herbal products
• Behavioural:benefit segment –benefits of baby products
along with other factors
• Geographic: country -India
15. stp’s contd....
• Targeting: concentrated-aiming women who prefer baby
products ,want gentle products with less chemicals
• Positioning:on the bases of
Attributes:gentle as baby lotion,with
spf,antiageing,moisturizer,vitamins,skin lightening
factors,long lasting effect
Benefits:natural ingredients used ,long lasting effect
Price:less than baby lotions
Available in small packs
• Stances: product and selling stance
16. Conclusion
• Advantages against competitors
- gentler aspect of the lotion
- Natural ingredients
- If positioned and advertised rightly would help increase the
market share which otherwise goes to baby lotion
17. Bibliography
• MAHAJAN SAMANT ON MARKETING -PPT
• Principles of marketing –Mc daniel,Lamb,Hair
• http://zarahkatrinaadea.blogspot.in/2010/05/10-stepmarketing-plan-for-ponds.html ; 18 th oct 2013,7.30 pm
• http://www.mbaskool.com/brandguide/fmcg/989ponds.html;18 th oct 2013,6.00 pm
• http://www.cosmeticsandskin.com/companies/ponds.php ;
18 th oct 2013,9 pm
• http://www.nykaa.com/brands/ponds.html?gclid=CLLvsCNoroCFawB4god1l8AjQ ;18 th oct 2013,9.10pm
