ponds-brand management presentation , by smot school students. its just an over view not detailled presentation

1. • Smot- School of Business
7&8, 2nd cross street,
nehru nagar,
perungudi
(near taramani railway station)
chennai-600096

2. POND’S

3. POND’S INTERNATIONAL
• Theron T Pond, a Pharmacist from Newyork introduced quot;
Pond's Golden Treasurequot; in 1846 as a medicine.
• In 1905 , it was Re-launched as “POND’S EXTRACT”.
• In 1914, Pond's introduced the cold cream and vanishing
cream and that moment marked the brand's evolution to
a beauty icon.

4. POND’S in INDIA
• Pond's range of products were in India from 1947.
• In 1955, Pond's merged with another company
Chesebrough.
• Since 1956, Pond's Talcum Powder has been a trusted
beauty product for Indian women.
• In 1987, Unilever purchased the brand from Chesebrough-
Pond's.
• Pond's is a brand that has been carefully nurtured by HUL.

5. COMPETETION FOR POND’S
• Pond’s has competetions from
1 . Johnson & Johnson
2 . cavinkare
3 . Godrej
4 . L’Oreal
5 . Garnier

6. POND’S MARKET SEGMENTATION
• In the early 1950’s the target group that Pond's was
aiming are the ladies above 30yrs of age.
• Pond's is aiming at the super premium segment .
• Currently pond’s target ladies above 20 years .

7. Strengths of ponds

8. PROMOTIONAL ACTIVITIES
• The baseline of Pond's cold cream quot; Googly Woogly Wooshquot; .
• HLL have used campaigns and events .
• The song 'Roop ki Dhoop' has been created as the beauty anthem .
• Pond's uses the baseline quot; As beautiful as you want to be “.
• In 2006 they had an ( the prestigious Pond's Femina Miss India) to
create and capture the beautiful moments in the life of the Indian
Women.

9. • Buy any 100 gm or 400 gm Pond's talc pack, tear off
the contest strip and see what luck has in store for
you .

10. SOME FUN FACTS OF POND’S
• A brand that has tried to evolve with the changing persona of
Indian Women .
• This is a brand that has celebrated Women's courage and
personality.
• Pond's also became a generic name in the Winter care market.
• In a survey on customers by AC Nielsen ORG Marg in 2003 , Pond's
were among the most trusted brands in India.
• Pond's is a brand for quot; Well grounded, self assured, and confident quot;
women.

11. POND’S TALC POWDER
• Till 1980's Pond's were a household name in talcum
powders.
• Pond's talc powder have many variants like Dream
Flower, Sandal, Prickly Heat , oil control and Magic.
• Pond’s talc powder has a market share of 65%.

12. COMPETETIORS OF POND’S TALC
POWDER
• Johnson & johnson
• Spinz ( cavinkare )
• Cinthol ( Godrej )

13. MARKET SHARE
Sales
cinthol
5%
others
spinz
8%
7%
J&J
15%
ponds
65%

14. POND’S VS OTHER BRANDS
• POND’S
• SPINZ
• CINTHOL

15. • The shutter mechanism ensures that dispensing the
product is easier than ever before and the talc
remains fresh and fragrant at all times.
• The new fragrance is revolutionary and lasts for a full
12 hours.

16. PACKAGING STRATEGY
20 Grams
50 Grams
PRODUCT
SIZES
100 Grams
400 Grams

17. REASONS FOR SUCCESS
 Consistent Quality .
 Constantly Improving .
 Changing with times .
 Latest technologies .
 Effective ingredients .
 Unique fragrances .

18. PONDS

19. THANK YOU