This document outlines a 10 step marketing plan for Pond's White Beauty cream. It describes the target market as modern women ages 19-29 looking for confidence and true love. Pond's holds 54% of the $33.2 billion market for whitening products. The plan details Pond's positioning against competitors, a product description, pricing, promotion strategies including advertising and events, nationwide distribution, and how Pond's uses a niche approach to dominate the market.

1. 10 STEP Marketing Plan for POND’S White Beauty Cat Ansay March 2012

6. PTM needs to be noticed and attractive I am happy when I feel confident with the way I look I want to be attractive to be noticed Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I am content when I find true love

10. POND’S IS #1 IN NICHE MARKET Price vs. Age Matrix PONDS White Beauty PONDS Flawless White PONDS Age Miracle OLAY White OLAY Regenerist OLAY Total Effects LOREAL White Perfect NIVEA GARNIER SKINWHITE MAXIPEEL

12. Skin white has imitated ponds’ promise of providing lighter skin in just 7 days

15. Beauty and personal care shares In Billions

16. BEAUTY AND PERSONAL CARE SALES FORECAST In Billions

17. PONDS WHITE BEAUTY VS COMPETITORS Direct Competitors Indirect Competitors

19. Pond’s white beauty products for unique skin needs

20. 7. Price

22. Pond’s white beauty commercials focus on searching for love

23. Pond’s website showcases the variety of products

24. Pond’s EVENTS

25. 8a. Samples of Promo

26. 8b. Competitors promo

28. PONDS products in stores

29. PONDS products in stores

33. 10 STEP Marketing Plan for PONDS White Beauty Cat Ansay March 2012