principles of marketing 2011 about pond's beauty cream

Welcome to my

presentation

Prepared by-Md.Tanvir Hossain

ID:122200070

Dept of BBA

Eastern University

Topic: POND’S White Beauty

Contents:

Context of product

Position in market

Buyers & target group

Target market segment

Challenges

Proposed position

Product specifies

How we take those challenges to achieve

Implementing the plan

Survey

Steps before launching

SWOT Analysis

Query ?

Context of product

POND’S White Beauty:

• Brand position: 3rd

• Color: White

• SPF: 15

• Distribution: Distributor & company vehicle

• Advertising: Electronic media, newspaper & magazine

• Position in market: Based on current market

situation we can start competing 3rd sales in the market as high quality, affordable price, convenience to distribute the products.

• Buyers & target group:

Reseller group: Market shops, Department shop

Consumer group: Only female (13-30 age)

Target market segment

Geographic

Demographic

Psychographic

Behavioral

Challenges

Increase production in a short time period

Introducing product to all cities & towns

With this understanding that this product has cut across age groups and skin care requirements to better it's portfolio.

Proposed position

Serious in maintaining high quality product.

Give fairness, skin lightening, moisturizing and other skincare segments.

Product specifies

Contains Pro-Vitamin B3 and SPF 15

Complete UV range protection as it protects against both UVA and UVB rays

Works from within to help reduce dark spots

How we take those

challenges to achieve

• For usual group:

TV advertisement for consciousness building and remind.

Free distribution in front of different popular women’s beauty parlors, markets, universities etc

• For rural group:

Radio advertising for awareness of the product.

TV advertising like BTV channel for awareness of the product.

• To covering the niche marketing:

Giving late pay facilities.

Implementing the plan

Implementing Plan

1st Phase 2nd Phase 3rd Phase

Implementing the plan

• 1st phase ( Feb 09- May 09):

Billboards, advertising boards on different popular markets, women’s parlors, roads will be covered to make awareness about the new product.

TV and FM radio advertisement will be given forstrong consciousness.

Implementing the plan

• 2nd phase ( June 09- step 09):

A promotion program will be started like buy 1 and get 100ml. pack free.

Some visitors go to home to home for introducing and selling the product.

Implementing the plan

• 3rd phases ( Oct 09- Jan 09):

Some small free product will be given with the product.

Reminder will be continued TV channel FM radio, magazine, newspapers, billboards & postures.

Survey

Customer satisfaction

Any complain from the customer

Customer rating system analysis

Any damage for using the product ( if )

• Other activities:

Banners of 1000 pcs.

Sample pack of distribution in ‘ Valentine’s day’

Al least 7-8 billboards for Dhaka city & other cities.

Road campaign

Press conference

Steps before launching

In Dhaka city only some selected distributor will the product first on 20 Jan.

The questioners will be used to judge the satisfaction of the customers.

SWOT Analysis

SWOT Analysis

Strengths Opportunities

Weaknesses Threats

SWOT Analysis

• Strengths:

Expert and experienced management

Maintain strong delivery schedule

Strong financial support

• Weaknesses:

Pond’s white beauty is a new product of the company

Lack of proper knowledge about the market and the demand.

SWOT Analysis

• Opportunities:

Company has good image in the market

Company has a lot of vehicles to deliver the product

• Threats:

The present manufacturers are also strong competitors.

High cost of the raw materials

Query?