Your SlideShare is downloading. ×
Ponds
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Ponds

1,682
views

Published on

Introduction, ponds products,ponds concepts, BCG , research,Questionnaire, observations,product,price,place,promotion,packaging,distribution channel,consumer decision,segmentation,targeting …

Introduction, ponds products,ponds concepts, BCG , research,Questionnaire, observations,product,price,place,promotion,packaging,distribution channel,consumer decision,segmentation,targeting ,positioning,conclusion


0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,682
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
62
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. PONDS BODY LOTION VARIANT
  • 2. introduction • History • • • • • • 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
  • 5. BCG STAR PROBLEM CHILD PONDS GOLD ANTIAGEING CREAM PONDS RADIANCE PONDS WHITENING PONDS BODY LOTION CASH COW DOG PONDS TALC PONDS FACE WASH PONDS COLD CREAM
  • 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 • • • • • • • • • • • • • • • • • • • • • • • • 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 ; 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 • • • • • • • • 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 • • • • 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: • • • • • 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
  • 18. Thank you