This document provides a marketing communication plan for repositioning Pond's talc powder in the Sri Lankan market. It analyzes the cosmetics market and Pond's competitors. The plan segments the target market and identifies a new positioning for Pond's as a high-quality product for teenagers and young adults. A marketing mix is developed using new branding, packaging, pricing, and placement. Communication strategies include advertising, public relations, sales promotions, and using a celebrity brand ambassador. The budget allocates 12% for the campaign launching in March 2015.

1. Welcome
to the crystal beauty
secret world of
Unilever…
Prepared by:
A.K.P. Pubuddi Shamila
Sri Lanka Institute of Marketing– Sri Lanka
pubuddishamila@gmail.com

2. Marketing Communication plan
To creating synergetic value for
tangible results.

3. Purpose of the communication
plan
POND’S talc
powder
Re - positioning in
Sri Lankan market

4. Purpose of Re - positioning
Re - positioning
Loss
Profit
Post launchPre – launch
Sales
D I G M D

5. Cosmetics market in Sri Lanka
Cosmetics market share
Male grooming
Skin care
Bath care
Perfumery
Oral care
Color cosmetics
Hair care
Baby care
Source: www.LMRBdata.com

6. POND’S talc powder
 Pond’s rich beauty heritage began back in New
York.

7. POND’S talc powder existing
positioning in Sri Lankan market
High price
POND’S talc powder
Low price
High
quality
Low
quality

8. Stakeholder Mapping
Government
shareholders
Employees
_
Opinion leaders
Lobby groups
Key Distributors
Suppliers
Power
High Low
High
Influence
Low

9. International brands competitors
in local market for POND’S

10. Local brand competition for
POND’S

11. Competitor position in the
market
High price
Low price
Low
quality
High
quality
POND’S talc powder

12. Competitors promotion methods
• E – Marketing ( E- flyers, E- mail, Blogs)
• Magazines articles
• Sponsorships
• Social media advertizing ( Face book, Twitter, You tube)
• Effectively follows AIDA model
• Doing CSR programs – Baby cheramy and Pears baby
• Using attractive celebrities to advertizing – Yardley
(Katrina Kaif)
• Using attractive situations to advertisements – Enchanteur

13. Existing talc powder market in
Sri Lanka
Talc powder market
Pears Baby
Baby cheramy
others
Jonson's baby
Source: www.LMRB.lk

14. Significant identifications
 PESTEEL factors and SWOT analysis
Target communication objectives identification
- Operational objectives
- Sales objectives.
- Integrated communication objectives

15. Segmenting and Targeting
Segment 1
New POND’s
Talc powder
Marketing
Mix
Segment 2
(Teenagers and
Young adults)
Segment 3

16. Expecting re - positioning
High price
Low price
High
quality
Low
quality
POND’s
New
POND’s

17. Re – positioning the POND’S
brand
New POND’s talc
powder
With new way
With POND’s institute
technology
Create glamour to world
Attractive fragranceCreate attractive to
youngest

18. Marketing mix analysis(4Ps)
 Product
- New brand name and Package

19. Marketing mix analysis(4Ps)
 Price
Using market skimming price
 Place
Mainly following pull strategy
 Promotion
Advertising (It creates tangible benefit for product)
Sales promotions (Give discount to the trader)
Intermediaries (Give encourage to them like awards)
Event management ( sponsorships)

20. Overall Communication
strategies
POND’s
product
Fancy shops
Supermarkets
Consumer
POND’s
product
Fancy shops
Supermarkets
Consumer
Personal
selling
Promotion
Push strategy
Pull strategy
Personal selling
Advertizing
Use mass media
D D
 Profile strategy ( Corporate image and perception)

21. Overall Communication
strategies
profile strategy
 POND’s get sponsorship for some programs. It is
mass media programs or online media programs. It
gives help to get target audience attention.
 And also company can doing mass media and online
advertisement using celebrity for brand ambassador.
 This can build cooperate image for brand.
 And that can effect build perception for the brand

22. Selecting best brand ambassador

23. Developing the message
 Rational appeals - Quality with POND’s institute
technology
 Emotional appeal - Feelings
 Message format - Use pink, orange, purple and
yellow colors
 Select presenter

24. Communication budget and
schedule
 Allocate 12% for communication budget following
“Objective and task method”.
Lunching the advertisement
to the communication medias
1st of March 2015
Expecting result period 15th of April 2015 to upwards

25. Developing the message
 Rational appeals - Quality with POND’s institute
technology
 Emotional appeal - Feelings
 Message format - Use pink, orange, purple and
yellow colors
 Select presenter

26. Creating advertisement
 I think we have to express core idea with our
advertisement is new POND’s effectiveness
for younger.
 And also POND’s want to doing strong
advertisement with using celebrity as a brand
ambassador.
 Communication campaign plan.
 Online usage is 11.2%.

27. Dominate message
New POND’s talc powder introduce with high
quality. It includes sun protection and skin care
ingreadience. All ingreadience are not harmful for
skin and also it’s with natural flavor. Mainly new
fragrance is attractive for teenagers and young
adults. And it introduces after POND’s institute’s
modern technology experiments. It creates
glamour feeling to every moment.

28. End…………
Thank you.....