Brand Management PPT on Ponds Cold Cream.

2. PRESENTED BY:
• ANSHU SINGH
• ANURADHA SINGH

3. • Company was established in India in 1947 as the Indian branch of
cheseborough-pond’s Inc.
• Pond’s (India) Ltd., was manufacturing and marketing toiletries and
cosmetics with an annual gross sale turnover of Rs160 millions in
accounting year 1978-79.
• Few products of pond’s company are:
• Dreamflower talc
• Pond’s cold cream
• Pond’s vanishing cream
• Pond’s face powder
• Angel face compact powder
• Vaseline white petroleum jelly
Case facts

4. • Pond’s products were market-leaders with shares ranging from 20%-
25% with estimated 25 million consumers.
• The company profit after tax in 1977-78 was 2.4million with a
dividend of 12%.
• The company employed 430 people directly and 60,000 households
indirectly.
• The production of cold cream market in India (organized sector) is
estimated about Rs60 million in 1978.
• Pond’s cold cream, being one of the early entrants in cold cream
market.

6. Preferred Solution for harsh winter dry skins of northern India

7. Pond’s Losing throne to other
brands

8. Two months contribute to 1/3rd of the
annual turnover
35%
Cold cream used at least Once, Everyday

9. To Re-establish Ponds cold cream as the most preferred winter
cream for Daily use

10. BCG MATRIX OF PONDS
STAR
PONDS GOLD
ANTI-AGEING CREAM
PONDS RADIANCE
PONDS WHITENING
QUESTION MARK
PONDS BODY LOTION
CASH COW
PONDS TALC
PONDS FACE WASH
PONDS COLD CREAM
DOG

11. Actors & players
by using 5 forces
models

13. Competitive rivals within an industry
• Fast industry growth rate
• Relatively few competitors
• Low storage cost

14. BARGANING POWER OF SUPPLIERS
• Input have little impact on costs
• Low cost of switching supplier
• Critical production inputs are similar

15. BARGANING POWER OF CUSTOMERS
• Buyers require special customization
• Large no. of customers
• Limited buyer choice

16. THREAT OF NEW ENTRANRS
• High capital requirement
• High sunk costs limit competition
• Strong brand name are important
• Customers are loyal to existing brands

17. THREAT OF SUBSTITUTE PRODUCTS
• Substitute has lower performance
• Substitute is lower quality
• Substantial product differentiation
• Limited no. of substitutes

21. STRENGTHS
• Pond’s has many good quality products which care for and restore the
skin’s natural balance
• Excellent advertising and branding as Pond’s is one of the most
recognized brands
• The packaging of Pond’s products are eye-catching, suitable for its
target market
• Sponsorship of events, beauty pageants etc helps the brand grow
• Excellent distribution of Unilever helps the brand Ponds reach out to
many people

22. WEAKNESS
• Most products have limited packaging sizes, which may be
inconvenient for some consumers
• Intense competition in the cosmetics industry from international
brands affects market share growth for Ponds

23. OPPORTUNITY
• Expansion of cosmetics industry into semi-urban and rural areas of
the country
• Targeting audience from all age groups
• Leveraging the existing brand name of Ponds and Unilever to boost
their business further

24. THREAT
• High price for the products can limit potential consumers
• Cosmetic Care still not a market in rural parts of the world
• Availability of cheaper products from other brands in the
market
• Fake imitations can affect Ponds business