BRAND EXTENSION ANALYSIS: POND’S WOMEN FACE WASH

Submitted by Prathiba S [PGP30331]

PARENT BRAND: POND’S

1846TT Pond company formed

1910Well established brand among Americans

1914Began to advertise ‘vanishing cream’ and ‘cold cream’ together

1923Queen Marie of Romania’s letter of appreciation for Pond’s

1955First Merger

1987Second Merger

MANUFACTURER: UNILEVER

1920Unilever formed

1982Unilever repositioned itself as concentrated FMCG company

2001Unilever split into Foods and Home & personal care

2014Unilever purchased Carribbean from its rival P&G

2015Reached the revenue around $70 billion

PRODUCTSFacial Cleansers• Original Fresh Wet

Cleansing Towelettes

• Evening Soothe Wet Cleaning Towelettes

• Exfoliating renewal Wet Cleaning Towelettes

• Luminous Clean Wet Cleanings Towelettes

• Luminous Clean Cream Cleanser

• Cold Cream Cleanser

• Luminous Clean Daily Exfoliating Cleanser

• Cucumber Cleanser

Facial Moisturizers• Luminous Moisture

• Dry Skin Cream

• Rejunveness

• Clarant B3" for normal - dry skin

• Clarant B3" for normal - oily skin

• Bio-Hydratante Hydration Cream

Makeup Removers

• Original Fresh Wet Cleansing Towelettes

• Evening Soothe Wet Cleaning Towelettes

• Exfoliating renewal Wet Cleaning Towelettes

• Luminous Clean Wet Cleanings Towelettes

• Cold Cream Cleanser

• Cucumber Cleanser

COMPETENCY ANALYSIS

• Compounded annual growth rate is high

• High awareness among females – can go for brand extension

• Heavy market competition• Easy entry for new entrants• Innovation sensitive market

• Low market awareness for facewash

• Feminine image creates problem for Men’s products

• Brand Image• Strong sales & distribution

channel established by HUL• Wide range of products• Strong R&D

Strengh Weakness

OpportunityThreat

BRAND EXTENSION: POND’S

1846-1917Beauty, Discovered

Pop princess, Kulie Minogue once said of Pond’s cold cream, It’s all I really use to look after my skin

BRAND EXTENSION: POND’S

1920-1940Age of Royal Approval

The dutchess of Rutland was an ardent fan of POND’s tissues. They were the lovliest facial tissues she had ever used

BRAND EXTENSION: POND’S

1950-1996Re-imagining Beauty

Pond’s showed women how to build an easy, effective regime with the ‘seven day beauty plan’

BRAND EXTENSION: POND’S

2006-2014The skinnovation years

Roll back the years with Pond’s Age miracle. See a difference in 7 days, we promise!

MARKET SHARE

Himalaya

Clean & clear

Clearsil

Product Himalaya Clean & clear Clearsil

Particular Pond’s L’oreal Amway

Brand Loyalty Very High High High

Product Line Broad Broad Broad

Target Customer

Vast Concentrated Concentrated

Presence Vast Concentrated Concentrated

Brand Segment

Premium Premium Premium

Satisfaction Very high Moderate to High

Moderate

POND’S WOMEN’S FACE WASH4P ANALYSIS

PRODUCT

Pon

d’s

wom

en

’s f

ace

wash• TG buys a face wash once every 45 days

• Consumers of face wash use it once or twice a day• SKU : 50g to 200g• Product lines: 11

PRODUCT COMPETITORS

Himalaya24%

Clean & clear18%

Clearsil12%

Garnier6%

Lakme8%

Pond's10%

Others22%

Market Share

Pond’s Market size: 400 crore +

Pond’s Market share: 10.13%

Face wash Market size: Rs.4000 crore

PRODUCT INSIGHTS

FCB Grid Product life cycle

Rati

onal E

motio

nal

High Involvement

Low Involvement

PLACE• More focus on tier 1 and tier 2 strata of the society

• E-tail

• Brick & Mortar: MallsSupermarketsKiranaMedical stores

Manufacturer > Wholesaler > Dealer > Retail > Customer

PRICE

• Penetration pricing

• Moderate price to attract target segment, segment B target group

• Price ranges from Rs.89 to Rs.375

PROMOTION• Baseline: “Googly Woogly Wosh”

• Tagline: “As beautiful as you want to be”

• Media MixSocial Media: Facebook, twitterPrint: Magazines, News papersRadioTelevisionOOH

• Beauty contests: Pond’s femina miss India

• Promotional campaigns in colleges and malls

BRAND PYRAMID

Self Aggrandisement

Self expressive benifits

Emotional benifits

Functional benifits

Features & AttributesSoftness & Freshness

Beauty & Confidence

Googly-Woogly Wosh