pond's re positioning
TRANSCRIPT
Pond’s face wash
marketing plan
Only for educational purpose. We do not own this product.
Group MembersE & FB 2014-2016 Div A
• Anjali Daga A025• Pallavi Agrawal A012• Sneha Agrawal A013• Karan Gupta A037• Archita Agrawal A010• Ronak Bang A016• Abhijit Gole A032
Mission
Pond’s mission is to offer feminine products that give them beautiful skin at an affordable price
Corporate Objective
• Objective is to gain 35 % facial care market share by the end of year 2020
Marketing Plan
Strategy
Problems
Situation analysis
Tactics
Objectives
Market Analysis
20
3.4
6
198
2.6
8
27
2.4 2.1 1.5
Market share of personal care products
CosmeticsFragrancesHair-care ProductsFace Care ProductsDeodrantsShower ProductsDental CareSoapsSun ProductsOthersShaving Products
Age Group
below 1818-3030-4545-60
2-4 CRORE
4-6 CRORE
6-10 CRORE
10-15 CRORE
0 10 20 30 40 50
Marketing Budget
Marketing Budget
•The major market capture for face washes in India is in the Metro, 1-2 tier cities which comprises of 57% of the face-wash market.•The market is showing a growth of 20% since the last 3 years
Market Analysis
PONDS FACE WASH MARKET SIZE = ₹ 400 + CRORES
DETAILS PONDS WOMEN PONDS MEN
VOLUME SALIENCE 85.43% 14.56%
MARKET SHARE ₹ 320 Cr ₹ 80 Cr
Ponds Market Size= 400Cr
Ponds Market Share = 10.13%
PONDS MARKET SIZE
CURRENT FACEWASH MARKET SIZE = Rs 4000Cr +
18%
24%
12%6%
8%
10%
22%
Market Share
Clean & ClearHimalayaClearsilGarnierLakmePondsOthers
Clean & Clear, Hi-malaya, Clearsil
Garnier, Lakme
Ponds
0100
200
Price
Price
Competitor Analysis
Competency Analysis• Brand Image • Strong sales & distribution network backed by HUL• Wide range of products• Strong R & D
• Comparatively high-pricing• Low market awareness for face-wash• Feminine image creates problem for Men’s products
• Heavy market competition• Easy entry for new entrants •Innovation sensitive market(based on R&D)
• Beauty segments Compounded annual growth rate is very high• Due to high awareness in females the brand can go for brand extension (nail care, lip care)• Ever increasing user base
S WT O
Macro-Socio Analysis
Social Factors Technological Factors Legal Factors
Acts & Laws
Advanced Packaging
& Production
Taxation
Food & Drug
Administration
Growth in
Adopting E- Business to
improve band Communication
What Customers Want
Glowing Face
I want to Look better
than my best friend
Smooth Skin
Cleansing action
Clean my Oily faceBecome fair
Clean my Oily face
Soft Face
Fair & Beautiful
Become fair
Become fair
Affordable face wash
Consumer Analysis
Majority (94%) of the TG is Skin Conscious
TG buys a face-wash once every 45 days
Consumers of face-wash generally use it once-
twice a day
Insights
price freshness fragrance cleansing action lather0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Preference Mapping
Preference
price freshness fragrance cleansing action lather0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
NIVEAGARNIERHIMALAYAPONDSDOVEAVERAGE
PERCEPTION MAPPING ON AD-CLAP
PONDS PRESENT POSITIONING
price freshness fragrance cleansing action lather0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
INDUSTRY AVERAGEPREFERENCESPONDS
Would it remain the
same ?
Price, Freshness, Fragrance, Cleansing Action, Lather
No
Yes
Positioning
Refer AD-CLAPReduce, Raise, Retain, Rip, Rock
Reduce Price : Average of preferences and industry average. Raise Freshness : To industry
average
RIP Cleansing Action: To industry average Raise Fragrance : To
Consumer Preferences
Retain Lather
price freshness fragrance cleansing action lather0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
INDUSTRY AVERAGEPREFERENCESPONDSNEW PLACEMENT
AD-CLAP MODEL
RIP
RETAIN
RAISE(WHITE SPACE)
REDUCE
Market Objectives
• Turnover of 600cr in the face wash market for the year 2015-2016
• Increase Sales by 15% by the end of the financial year 2015
Market Problems
?• Cultural Perspective Barriers
• Market Penetration – Industry executives‘ say the major challenge in the market is MARKET PENETRATION.
• Pricing – Critical in case of rural market.
Brand Pyramid
Features & Attributes
Functional Benefits
Emotional Benefits
SelfExpressive Benefits
Softness & freshness
Beauty & Confidence
SelfAggrandisement
“ GOOGLY – WOOGLY WOSH “
HIERARCHY OF DIFFUSION
0
5
10
15
20
25
30
35
40
2.5
16
34 34
13.5
Age: 24 – 30
Age:
16-
24
Age:
30-
40
Age:
30-
50
Age:
50
& a
bove
Age:
24-
30
Insights
High involvement
Low involvement
Rational
Emotional
FCB GRIDPLC Model
We are currently Maturity Stage
Product Life cycle
At Emotional – Hi Involvement Quadrant
FCB Grid
NON-AWARENESS
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
ACTION• According to the research we studied that we are at Knowledge stage. • We intend to take it down to the Action Stage.
Buyer Readiness Stage
FEELMake the consumers feel the
product PONDS and demonstrate to them the superiority of
product.
DOLure the customers by grabbing
their attention by giving them attractive samples & offers.
Give Skin PH meter with every purchase
THINK
After using the product and knowing its benefits & quality the consumer will be more willing to repurchase the product in future.
Core TG follows FEEL - DO – THINK. Our Target group being women between 18- 30
years
TFD Model
Segmentation Mapping
PONDS
GirlsPink
Cheeks
“Googly woogly woosh”
Pink
Cream
HUL
Fragrance
Beauty
Powder
Brand Association
Value Prop.
Positioning
Touch Points
Brand Association
Value Prop.
Positioning
Touch Points
Emotional Benefits
Beauty & Confidence
Economical Benefits
Reasonable price
Brand Association
Value Prop.
Positioning
Touch Points
“ Signature Fragrance “For all Ponds products
4 P’sPrice
Place
Promotion
TacticsProduct
Product Line extension – Flowery, Fruity
Deep Moisturizing
Penetration Pricing- creating a moderate price to attract our target segment(Segment B)
• More focus on tier 1 and tier 2 strata of the society
• Manufacturer- Dealer-Wholesaler-Retailer-Consumer
• (Malls, Super Markets, Kirana & medical Store
Baseline : “Googly- Woogly Wosh”Promotional packs: Sachets & Other Ponds
ProductsTagline : “As Beautiful As You Want to Be”
NON-AWARENESS
AWARENESS
KNOWLEDGE
LIKING
PREFERENCE
CONVICTION
ACTION
FEELMake the consumers feel the
product PONDS and demonstrate to them the superiority of
product.
DOLure the customers by grabbing
their attention by giving them attractive samples & offers.
Give Skin PH meter with every purchase
THINK• Budget: 8 -10% expenditure of projected sales on advertisements.
• Objective:Convert 40% of our target segment from Knowledge Stage to Action Stage
• PULL Strategy
IMC – Budget & Objective
IMC Strategy
Short Media- facebook, twitterMagazine & newspapers, websites Promotional campaigns in colleges and mallsFree sachets and samples Beauty contests – ponds femina miss indiaRadio & Television
price freshness fragrance cleansing action lather0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
INDUSTRY AVERAGEPREFERENCESPONDSNEW PLACEMENT
RIP
RIP the market
Perfect face wash for your skin
Gentle & soft on your skin
Save your beautiful face from the harsher face washes.
Why buy any other and not the experts choice.
TALC
• Body Talc• Talc for special
occasion
Feminine
• Nail enamels• Lip Colour
Floral
• Room Fresheners• Soap
• Fragrance & Shampoo
Creams
•Beauty Creams•Conditioners &
cleansing
Body Care
• Body Lotion•Oil & Creams
Thank You