Pond's men brand extension abhinav anand pgp30297_brand management
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An analysis of the pond's men brand extension
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Pond's men brand extension abhinav anand pgp30297_brand management
- 2. POND’S MEN An Analysis of the Brand Extension…
- 3. MEN’S GROOMING CATEGORY Men’s Grooming has reached a value INR 46.8 billion growing at over 21% All leading manufacturers expanded their men’s grooming portfolio in 2013-14 Increased availability, desire to look trendy along with increased incomes has led to higher category growth Men’s Grooming expected to have a CAGR of over 10 to reach 75.4 billion INR by 2018
- 4. SKINCARE CATEGORY Over 50% market share in skincare with the next biggest player having a 6% share UNDISPUTEDLEADER! 75,315 mn INR Have your pie and eat it too! Category Size
- 5. FACIAL CLEANSING Personal Care Split Up by region Around the world Facial Cleansing leads the way in personal care and more so in South East Asia with 93% spending on facial care Mens FC Female FC Male FM Femsle FM Female Fairness FM Female AA FM Segment Growths 55% 0 50 100 150 MAT 13 MAT 14 % SHARES Facial Cleansing Shares Male FC Female FC Male FC Shares up from 11% to 29% in 2014 Men’s Facial Cleansing is the fastest growing segment in facial care
- 6. ABOUT THE COMPANY HINDUSTAN UNILEVER Net sales of INR 258.1bn and profits of INR 30 bn in previous financial year Leader in the overall beauty and personal care in India in 2013 with a 30% market share Focus on expanding its personal care portfolio through new launches Leader in 7 out of 10 main categories Widest product portfolio with strong presence in some of the fastest- growing categories
- 7. Launched in 1846 as healing cream in the U.S. In 1886 Pond’s began advertising nationally By 1910 Pond’s Vanishing Cream and Cold Cream were well established brands In 1920s the company targeted royalty with Queen Marie of Romania an obsessed user cum sponsor In 1995 Ponds merged with the Cheesebrough manufacturing company THE POND’S BRAND Get the expert to look after your skin In 1987 Cheesebrough -Ponds was acquired by Unilever Since then the company has expanded to Facial Moisturizers, BB creams, Facial Cleansers and Makeup removers HOWEVER! Pond’s had always been a feminine brand until….
- 8. THE BRAND EXTENSION A Facial recharger for men with coffee bean extracts… Pushed up the share of Pond’s brand to over 6% in the skin care market !!
- 9. WHY IT MAKES SENSE Skin care one of the fastest growing categories Men’s category is rapidly increasing share in skin care Consistent with HULs strategy of expansion in personal care HUL being the category leader is expected to lead the way with innovations Facial Care is an obsession in South east Asia
- 10. MARKETING MIX
- 11. PRODUCT A foam based facial cleanser.. with coffee bean extracts… and menthol…. which helps dull and tired men…GET FULLY RECHARGED!
- 12. PRICE POND’S MEN COMPETITIVELY PRICED Prices lie in the Popular segment Higher than the Mass segment price of Himalaya Lower than the Premium segment price of L’Oreal Biggest Competitor Himalaya priced at Rs. 75 for 50 gms Category leader COMPETITION Price SKU Size INR 95 50gms INR 160 100gms Price SKU Size INR 72 - 100 50gms INR 152- 195 100gms INR 400 Specialist Products
- 13. PLACE Modern Trade General Trade E-Commerce Cosmetics Stores TIER 1 AND TIER 2 CITIES ACROSS INDIA ACROSS CHANNELS All major players have a similar channel strategy!
- 14. PROMOTIONS A MIX OF.. Television Commercials Promotional Events Online Media A SUCCESSFUL MARKETING CAMPAIGN! 8-10% of Projected Sales Budget for Advertising! https://www.youtube.com/watch?v=6IQmr7k2rMA
- 15. TVC Analysis Communication of Functional benefits Enough exposure given to the product Analogy drawn from widely understood everyday phenomenon Leveraging Equity of a celebrity that resonates with the TG
- 16. POSITIONING Target segment: 18-35 year old males; students and working professionals; in Tier 1 and Tier 2 cities A face wash with energizing coffee bean extracts & cooling menthol.. For men who want bright + energized looking skin… Hectic Lifestyle Busy all day long Cares more about his skin and appearance than the previous generation Increased incomes; willing to spend more to look attractive Competitive Frame of Reference: Men’s facial Cleansing Market
- 17. POSITIONING POINTSOFPARITY POINTSOFDIFFERENCE • Has natural coffee bean extracts • Contains Menthol • Full of antioxidants • Differential Price • UV Protection • Makes skin smooth • Foam based cleanser • Clears excess oil MAIN DIFFERENTIATOR PRICE CLEANSING ACTION L’Oreal Garnier Nivea Pond’s Himalaya
- 19. SALIENCE Category Identification Needs Satisfied DepthofAwareness Breadth of Awareness FACIAL CLEANSING FAIRNESS MOISTURISING FRESHNESS Daily usage for most consumers Can be used after work, exercise or any outdoor activity Can be used after getting up in the morning or before going out for a party H I G H L O W Cluttered Category No single brand enjoys high Top-Of-Mind-Recall Recall is mostly aided
- 20. PERFORMANCE IMAGERY Clears Dust and Oil User Profile & Usage Situations Young urban males leading a hectic lifestyle- both working professionals and students Used after a hectic, tiring day’s work Brand Personality and Values Exciting brand for youngsters which is up to date with trends and has a coolness attached to it History, Heritage & Experiences Pond’s is a more than 100 years old trusted brand with a wide portfolio for everyday skin needs Brightens skin Gentle cleansing effect Refreshing menthol effect Doesn’t dry or tighten skin Cleans pores & reduces blackheads Reliable (consistent in results produced) Reasonably Priced Contemporary Style Of the tube Foam based cleanser
- 21. JUDGMENTS FEELINGS Quality High perceived value and quality assurance of HUL Credibility Trustworthiness and Expertise of the Pond’s brand Consideration Part of the contemporary consumers consideration set Superiority Viewed Equal to competing brands if not better Social ApprovalSelf Respect Fair and Handsome looking man…. *Resonance has not been analysed since it is a new product and resonance takes many years to build.
- 22. RECAP A fast growing category!A leading FMCG player! An Established Brand! TO COME UP WITH Pond’s Men Face Recharger!An Optimal Marketing Mix A Strong Brand Extension adding back to the equity of the parent and taking the market share up to 6%!! 1 2 3 4 5 6
- 23. Sources Slide 2 www.ondsmen.co.in (retrieved on 30-06-2015) Slide3 Euromonitor (GMID) Slide 4 Euromonitor (GMID); www.hul.co.in Slide 5 www.hul.co.in (retrieved on 01-07-2015) Slide 6 www.hul.co.in (retrieved on 01-07-2015) Slide 7 http://www.fundinguniverse.com/company-histories/ChesebroughPonds-USA-Inc-Company- History.html Slide 8 www.pondsmen.co.in (retrieved on 01-07-2015) Slide 9 Company Annual Reports; Investor Relations Slide 11 www.pondsmen.co.in (retrieved on 06-07-2015) Slide 12 www.amazon.com (retrieved on 06-07-2015) Slide 13 www.hul.co.in (retrieved on 06-07-2015) Slide 14 www.pondsmen.co.in (retrieved on 09-07-2015) Slide 15 www.youtube.com Slide 16 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in Slide 17 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in Slide 18 http://www.vizual.net/blog/wp-content/uploads/2012/04/brand_pyramid_CBBE1.jpg Slide 19-21 www.hul.co.in; www.pondsmen.co.in