Brand Extension: Pond's

1. Brand Extension Analysis: POND’s
women face wash
Submitted by Prathiba S [PGP30331]

2. Agenda
Company Evolution
Competency Analysis
Market Analysis
Competitor Analysis
Product Life Cycle
FCB Grid
4P Analysis
STP
Brand Positioning

3. 1846-1916
Started small
from Theron
T.Pond’s
homemade
lab
Pond’s-part
of women’s
daily beauty
routines in
over 119
countries.
Portfolio:
Cold Cream
Cleanser,
Nourishing
cream/Anti-
Wrinkle,
Triple Action
Moisturiser
The
distinctive
Pond’s Tulip
logo is born,
and has
stayed ever
since
2006-20121950-19961920-1940
Pond’s Evolution

4. Parent Brand: Pond’s
1846
TT Pond
company
formed
1910
Well
established
brand
among
Americans
1914
Began to
advertise
‘vanishing
cream’ and
‘cold cream’
together
1923
Queen Marie
of Romania’s
letter of
appreciation
for Pond’s
1955
First Merger
1987
Second Merger

5. Manufacturer: Unilever
1920
Unilever
formed
1982
Unilever
repositioned
itself as
concentrated
FMCG
company
2001
Unilever split
into Foods and
Home &
personal care
2014
Unilever
purchased
Carribbean
from its rival
P&G
2015
Reached the
revenue
around $70
billion

6. Products
Facial Cleansers
• Original Fresh Wet Cleansing
Towelettes
• Evening Soothe Wet Cleaning
Towelettes
• Exfoliating renewal Wet
Cleaning Towelettes
• Luminous Clean Wet
Cleanings Towelettes
• Luminous Clean Cream
Cleanser
• Cold Cream Cleanser
• Luminous Clean Daily
Exfoliating Cleanser
• Cucumber Cleanser
• Luminous Moisture
• Dry Skin Cream
• Rejunveness
• Clarant B3" for normal - dry
skin
• Clarant B3" for normal - oily
skin
• Bio-Hydratante Hydration
Cream
• Original Fresh Wet Cleansing
Towelettes
• Evening Soothe Wet Cleaning
Towelettes
• Exfoliating renewal Wet
Cleaning Towelettes
• Luminous Clean Wet
Cleanings Towelettes
• Cold Cream Cleanser
• Cucumber Cleanser
Facial Moisturizers Makeup Removers

7. Competency Analysis
• Compounded annual growth rate is high
• High awareness among females – can go
for brand extension
• Heavy market competition
• Easy entry for new entrants
• Innovation sensitive market
• Low market awareness for facewash
• Feminine image creates problem for
Men’s products
• Brand Image
• Strong sales & distribution channel
established by HUL
• Wide range of products
• Strong R&D
Strengh Weakness
OpportunityThreat

8. Pond’s Face wash - Brand extension

9. Market Analysis

10. Product competitors
Himalaya
24%
Clean & clear
18%
Clearsil
12%
Garnier
6%
Lakme
8%
Pond's
10%
Others
22%
MARKET SHARE
Pond’s Market size: 400 crore +
Pond’s Market share: 10.13%
Face wash Market size: Rs.4000 crore

11. Product Insights
FCB GRID PRODUCT LIFE CYCLE
Rational
Emotional
High Involvement
Low Involvement

12. Pond’s women’s face wash
4P Analysis

13. Product
• TG buys a face wash once every 45 days
• Consumers of face wash use it once or twice a day
• SKU : 50g to 200g
• Product lines: 11
Particular Pond’s L’oreal Amway
Brand Loyalty Very High High High
Product Line Broad Broad Broad
Target Customer Vast Concentrated Concentrated
Presence Vast Concentrated Concentrated
Brand Segment Premium Premium Premium
Satisfaction Very high Moderate to High Moderate

14. Place
More focus on tier 1 and tier 2 strata of the society
E-tail
Brick & Mortar:
Malls
Supermarkets
Kirana
Medical stores
Manufacturer > Wholesaler > Dealer > Retail > Customer

15. Price
Penetration pricing
Moderate price to attract target segment, segment B target group
Price ranges from Rs.89 to Rs.375
E-tail pricing strategy can be seen in the picture

16. Promotion
Baseline: “Googly Woogly Wosh”
Tagline: “As beautiful as you want to be”
Media Mix
Social Media: Facebook, twitter
Print: Magazines, News papers
Radio
Television
OOH
Beauty contests: Pond’s femina miss India
Promotional campaigns in colleges and malls

17. Package

18. Brand Positioning

19. Target Segmentation
Potential Target Group
Women of age between 18 to 64

20. Targeting
DEMOGRAPHICS
Gender: women
Age Group: 18 to 64
Location: Metros, Cities and Towns
Income slab: 3 lakhs and above
PSYCHOGRAPHICS
Confident Decision makers
Love to socialize
Go outdoors
Enjoy life
Willing to spend

21. Frame of reference
A refreshing facial
cleanser that removes
dirt and make up that
complimemts your
skin regime
Point of Difference
Facial cleanser that
removes dirt
Point of Parity

22. Perceptual Map - comparative

23. Brand Pyramid
Self Aggrandisement
Self expressive benifits
Emotional benifits
Functional benifits
Features & AttributesSoftness & Freshness
Beauty & Confidence
Googly-Woogly Wosh

24. Thank You