Pond's Men Brand Extension

1. POND’S MEN
Brand Extension Analysis

2. MEN’S GROOMING CATEGORY
Men’s Grooming has reached a value
INR 46.8 billion growing at over 21%
All leading manufacturers
expanded their men’s
grooming portfolio in 2013-14
Increased
availability,
desire to look
trendy along
with increased
incomes has
led to higher
category
growth
Men’s
Grooming
expected to
have a CAGR of
over 10 to reach
75.4 billion INR
by 2018

3. SKINCARE CATEGORY
Over 50% market share
in skincare with the
next biggest player
having a 6% share
UNDISPUTEDLEADER!
75,315 mn INR
Have your pie and eat it too!
Category Size

4. FACIAL CLEANSING
Personal Care Split Up by region
Around the world
Facial Cleansing
leads the way in
personal care and
more so in South
East Asia with
93% spending on
facial care
Mens FC Female FC Male FM Femsle FM Female Fairness
FM
Female AA FM
Segment Growths
55%
0
50
100
150
MAT 13 MAT 14
% SHARES
Facial Cleansing Shares
Male FC Female FC
Male FC Shares
up from 11% to
29% in 2014
Men’s Facial Cleansing
is the fastest growing
segment in facial care

5. ABOUT THE COMPANY
HINDUSTAN UNILEVER
Net sales of INR 258.1bn
and profits of INR 30 bn in
previous financial year
Leader in the overall beauty and
personal care in India in 2013
with a 30% market share
Focus on expanding its personal
care portfolio through new launches Leader in 7 out of 10 main categories
Widest product portfolio with strong
presence in some of the fastest-
growing categories

6. THE PONDS BRAND
Get the expert to look after your skin
Launched in
1846 as
healing cream
in the U.S.
In 1886 Pond’s
began advertising
nationally
By 1910 Pond’s
Vanishing Cream
and Cold Cream
were well
established brands
In 1920s the
company targeted
royalty with Queen
Marie of Romania an
obsessed user cum
sponsor
In 1995 Ponds
merged with the
Cheesebrough
manufacturing
company
In 1987
Cheesebrough
-Ponds was
acquired by
Unilever
Since then the
company has expanded
to Facial Moisturizers,
BB creams, Facial
Cleansers and Makeup
removers
HOWEVER!
Pond’s had always been a feminine brand until….

7. THE BRAND EXTENSION
A Facial recharger for men
with coffee bean extracts…
Pushed up the
share of Pond’s
brand to over
6% in the skin
care market !!

8. WHY IT MAKES SENSE?
Skin care one of the fastest
growing categories
Men’s category is
rapidly increasing
share in skin care
Consistent with HULs
strategy of expansion in
personal care
HUL being the category
leader is expected to
lead the way with
innovations
Facial Care is an
obsession in South
east Asia

9. PRODUCT
A foam based facial cleanser.. with coffee bean extracts… and menthol….
which helps dull and tired men…GET FULLY RECHARGED!

10. PRICE
Rs. 95 for 50 gms
Rs. 160 for 100 gms
COMPETITIVELY PRICED
Rs. 72 to 100 for 50 gms
Rs. 152 to 195 for 100 gms
Rs. 400+ for 100 gms for
specialist products
Prices lie in the Popular segment
Higher than the Mass
segment price of Himalaya
Lower than the Premium
segment price of L’Oreal

11. PLACE
Modern Trade General Trade
E-Commerce Cosmetics Stores
TIER 1 AND TIER 2 CITIES
ACROSS INDIA
ACROSS
CHANNELS

12. PROMOTIONS
A MIX OF..
Television Commercials
Promotional Events Online Media
A SUCCESSFUL MARKETING CAMPAIGN!
8-10% of Projected Sales Budget for Advertising!

13. POSITIONING
Target segment: 18-35 year old males; students
and working professionals; in Tier 1 and Tier 2 cities
A face wash with energizing coffee bean extract & cooling menthol..
For men who want bright + energized looking skin…
Hectic Lifestyle
Busy all day long
Cares more about his
skin and appearance
than his father
Increased
incomes; willing to
spend more to
look attractive
Competitive Frame of Reference:
Men’s facial Cleansing Market

14. POSITIONING
POINTSOFDIFFERENCE
POINTSOFPARITY
• Has natural coffee
bean extracts
• Contains Menthol
• Full of
antioxidants
• UV Protection
• Makes skin
smooth
• Foam based
cleanser
• Clears excess oil
MAIN
DIFFERENTIATOR
PRICE
CLEANSING
ACTION
L’Oreal
Garnier
Nivea
Pond’s
Himalaya

15. Sources
Slide 1 www.pondsmen.co.in (retrieved on 30-06-2015)
Slide2 Euromonitor (GMID)
Slide 3 Euromonitor (GMID); www.hul.co.in
Slide 4 www.hul.co.in (retrieved on 01-07-2015)
Slide 5 www.hul.co.in (retrieved on 01-07-2015)
Slide 6 http://www.fundinguniverse.com/company-histories/ChesebroughPonds-USA-Inc-Company-History.html
Slide 7 www.pondsmen.co.in (retrieved on 01-07-2015)
Slide 8 Company Annual Reports; Investor Relations
Slide 9 www.pondsmen.co.in (retrieved on 06-07-2015)
Slide 10 www.amazon.com (retrieved on 06-07-2015)
Slide 11 www.hul.co.in (retrieved on 06-07-2015)
Slide 12 www.pondsmen.co.in (retrieved on 09-07-2015)
Slide 13 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in
Slide 14 www.pondsmen.co.in (retrieved on 07-07-2015); www.hul.co.in