Pond's vision is to be a beauty crusader that redefines everyday beauty for Indian women and licenses beauty to every woman through caring products. The brand will focus on daily beauty needs through affordable products across different life stages. Pond's will educate consumers and lead category creation by identifying new beauty segments and needs. Key areas of focus include daily skincare ranges, expanding target segments, and inclusive beauty products that define everyday beauty.

1. Pond's Vision Statement
Emotional Pull Of the Brand
- Legitimizing beauty everyday
- Bringing alive beauty in my daily life
- Surprising Appreciation for her beauty
- Life everyday is more beautiful if you are beautiful everyday
- The Pond's sanction
- The Pond's beauty which is real, yet aspirational. It is also non-threatening
- She will not just be accepted, she will become the pride of her house
Functional Role Of Product in consumer's lives
- Beauty with Care
- Visible difference to your beauty
- All products that meet her everyday needs
- Beauty products that make a visible difference
Brand Vision
- Pond's will be the beauty crusader which will redefine the parameters of
everyday beauty today
- Pond's will be the beauty crusader which will make every indian woman
beautiful everyday
- Pond's will be the beauty wand for every Indian woman to carve out her
rightful place in the world
- Pond's will license beauty to every woman everyday through care
Growth Insight
- Being beautiful every day is being presentable which is good enough
- There are too many societal barriers to looking beautiful everyday
- Looking beautiful everyday is not done
- If I could be beautiful I could win over people easily
- Indulging in beauty care is irresponsible and wasteful
Agree with the vision
- Beauty is a suppressed individual need
- 'everyday' differentiates Pond's
- 'crusader' gives the brand a specific sense of purpose
- 'everyday license'
Disagree with the vision
- 'immoral' limits the scope of barrier
- 'license' point of action as one of the route not vision
- the word 'immoral'
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2. - 'crusader' 'legitimize'
What Can the Brand not Do
- make up
- take the health and hygiene
- high end , high glamour products
- problem solution
- event driven beauty products
- life cycle products
- no pampering products, no general skin care, no baby or men's products
- no mesmerisation
- launch products without caring as a discriminator( consumer perceptible)
- add regimes to 'converts'
- unaffordable and elaborate products
What Can the brand do
- educate
- Pond's will lead category creation( first to respond to emerging beauty needs)
- Identify segments and predominant beauty needs
- Find a way to legitimize and make it a daily habit
- Build caring discriminator in existing range, DFT,PCC
- 'license through care and satisfy predominant beauty needs
- Will focus on everyday situations
- Daily beauty care range
- Collapse regime
- Expand target segment
- Inclusive beauty
- All products that define beauty
- Like fairness creams, talc, cosmetic, hair , soaps
Pond's Architecture
- Freshness ,oil-control, moisturizer, anti-aging , fairness, cosmetics
- Life stage and Beauty
- Teens: oil control cream and face-wash, black -head removal strips, acne
removal cream and deodorants
- Young adults: Angelface talc,PCC,DFT, Mafic ,PST, tinted moisturizer,
Pond's under eye corrector, Pond's pollution cream with sunscreen
- Over 30:F&Y, nightcream, deep moisturising cream, aromatherapy range for
different moods
- Naturals: face packs, masks, face bleach with aromatherapy, home packs,
home facials
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3. Pond's Innovation Pathway
- Horizon 1:
- F & Y, DFT re-launch
- Teenage solutions
- Anti-acne and sunscreen
- Moisturizer
- Bleach
- Transparent skin cream
- VIVA
- F&Y
- Xtra oil control talc
- Moisturising lotion +sunscreen
- Brightness talc range
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- Horizon 2:
- Pond's naturals
- Pond's teenage
- Hair removing cream and astringent
- Oil control powder
- Home facial range
- Face mask
- Natural range -12 hour talc base
- Oil control cream
- Pond's shampoo and hair-care
- Pond's soap
- Pond's oil control range
- Pond's fairness range
- Pond's fragrance range
- Horizon 3:
- Tinted moisturizer
- Pond's liquid spray talc
- Bleach
- Hair Range
- Beauty parlour
- Cosmetic range
- Pond's institute, university of beauty
- Pond's cosmetics
Pond's Activation Platform
- Activating the quest for beauty
- 365 days beauty pursuits
- Expert advice in magazines
- Beauty tips on sponsored programs
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4. - Beautician's courses
- Beauty camps
- Leafelets at beauty parlours
- Beauty kiosks
- Helpline centre
- Cross promos with beauty products
Pond's must wins for 2003
- Reposition talc as a beauty product by showing facial use and visible
difference
- Moments of truth advertising ideas adopted universally
- Flawlessly activate F&Y to achieve 26 c NPS
- Tap the youth segment with 1 large innovation, anti-acne wash
- Launch VIVA for 10c NPS by SQ 2003
- Re-stage DFT communication to pioneer Pond's beauty credentials
- Activation platform on 365 reasons to be beautiful to support 'everyday
beautiful'
- Drive penetration for small packs
- Launch VIVA and F&Y successfully
- Shift thrust of all communication to beauty across range
- Pond's naturals range with exotic ingredients
- Advertising and promoting everyday products
- Pond's teenage range
- Takc range 'price correction'
- Strong activation platform based on '365 day beauty'
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