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Ponds Age Miracle - Advertising Strategy
- 1. A thing of beauty is a joy for ever: its loveliness increases; it will never pass into nothingness. - John Keats
- 3. The Company •Invented by Theron . T. Pond from a plant called witch hazel which also had the ability to heal small cuts and other ailments, was initially called “Golden Treasure” •Formed the company in 1846, but was late incorporated in 1914, post his death in 1852. •The name has been changed from time to time as T.T. Pond & Company to Ponds Extract Company to Ponds •Major market lie in Spain, India, Japan and Thailand
- 4. The Industry 0 5,000 10,000 15,000 20,000 25,000 (Amountin$Billion) 2012 2014 Estimated Market size of the Indian cosmetics Industry $1.2b $2.0b
- 5. The Industry Current growth Rate • 15-20% • Skin care at 7-8% • Herbal Cosmetics at 40% Market Size • $1.2 Billion And growing Largest Market in India • Western India • Fastest Growing regions : East and North East India
- 6. The Industry • For 65% of the Teenagers in India, their expenditure on branded cosmetics has increased by 75% in the past 10 years. • India imports cosmetics, beauty products and intermediate raw materials such as essential oils worth $400 million per year. • The cosmetic market has products ranging from Rs. 50 to Rs.15000. • The herbal industry has made significant progress in the anti ageing • CAGR for the industry is 17%
- 8. STP Analysis The Total Population of India 1,244,613,492 Segmentation 624,440,835 Men620,172,657 Women Age Group (0-24) 269,005,643 Age Group (25-54) 235,042,251 Age Group (55-64) 40,449,880 Age Group (65+) 40,449,880 Potential Target Audience 275,492,131 Women Between the age of 25-65
- 9. STP Analysis Targeting Demographics: Gender : Women Age Group : 25-65 Location : Metros, Cities & Larger towns Income Slab : 3 lac and above Psychographics: Confident decision makers Love to socialize, go outdoors and enjoy life
- 10. STP Analysis Positioning To leverage the emotional connect of the brand Ponds and promote Ponds Age Miracle as the best choice for Anti Ageing cream among women.
- 11. Consumer Profiling Neha Chabria: 27 year old Marketing Head working for a leading IT firm. Loves travelling, shopping, reading and socializing. Spends on beauty treatments once in 1-2 weeks Maya Sabarwal: A 58 year old retired journalist. Loves to socialize, engage in charity work. Is a home maker. Spends on beauty treatments once a week.
- 12. Perceptual Mapping Effective Ineffective Low Price High Price
- 13. Positioning Strategy Current Perception A strong Connect to the Ponds Cold Cream The Peoples Brand
- 14. Communication Strategy Leverage this Connect to the brand to communicate Ponds Age Miracle that gives an experience; an experience to be, independent; Confident. “Confidence Revived”To empower the feeling of independence Hence, we suggest the tagline
- 15. •To boost Sales across Metros, cities and larger town. •To acquire more than 60% of the market (Currently owns approx. 42% ) Advertising Objective
- 16. Scene 1: Two couples sitting in a house & talking about their NGO 1st Guy: “We need two young face to represent our NGO, kyunki logo ko aaj kal sirf youth hi chahiye.” 2nd Guy : “Actually people only listen to the young & only understand their language.” Both wives look to each other & one of the wife say that you don’t need to worry about young face, soon you will get them bas hum dono pe chhod do.” (After a month) Creative – Storyboard
- 17. Creative – Storyboard Scene 2: (Written below the video “After a month”): Both the couples represent their NGO in a college with full enthusiasm Husband of 1st lady to the other husband: “Confidence dekh rahe ho in dono mein.” 2nd husband: “Age ke saath confidence bhi wapis aa gaya.” (Both smile looking to each other)
- 18. Campaign Life (duration) Media March -May June-August September- November December-February TVC Print Digital Marketing Radio Outdoor Advertising On ground Promotions
- 19. Media Strategy & Plan Television Ads Print Ads Digital Marketing Radio AdvertisingOutdoor advertising Phase I Phase II
- 20. Media Strategy & Plan Channel Time of Telecast Duration Star Plus 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Sony 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Colors 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds AXN 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Star World 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Z Café 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Entertainment
- 21. Media Strategy & Plan Lifestyle Channel Time of Telecast Duration TLC 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds NDTV good times 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds
- 22. Media Strategy & Plan Channel Time of Telecast Duration Zoom 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Channel V 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds VH1 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Music Channel Time of Telecast Duration CNN IBN 11:00am – 3:00pm 5:00pm – 11:00pm 15 Seconds Times Now 11:00am – 3:00pm 5:00pm – 11:00pm 15 Seconds News
- 23. Media Strategy & Plan Channel Time of Telecast Duration Star Movies 11:00am – 3:00pm 5:00pm – 11:00pm 20 Seconds HBO 11:00am – 3:00pm 5:00pm – 11:00pm 20 Seconds Set Max 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Zee Cinema 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Star Gold 11:00am – 3:00pm 5:00pm – 11:00pm 30 Seconds Movies
- 24. Media Strategy & Plan Channel Type of Ad Duration Times Of India 1st Page Takeover 1 day/ month Mumbai Mirror Half page Ads- 2nd Page 1 day/month Bombay Times Quarter Page Ad- 1st Page 1day/month Print Advertising
- 25. Media Strategy & Plan Social Networking Channels • Ponds Age Miracle page to engage with the target audience • Generate buzz around on going events and on ground promotions. • Connecting experts with users to solve queries • Videos on quick skin fixes. • Healthy diets tips from experts. • Video testimonials of clients (based on availability) • Videos on the science of ageing and how Ponds Age Miracle works
- 26. Media Strategy & Plan Social Networking Channels •Connect with people tweeting about the product and its feedback and queries. • Constant watch for any negative reviews. • Generate traffic for the website. • Boost Online Reputation Management by addressing any query or negative feedback quickly. • Generate awareness about the quick ageing in today’s age.
- 27. Media Strategy & Plan Sample Google Ads
- 28. Media Strategy & Plan Sample Display Ads
- 29. Media Strategy & Plan City Number of Hoardings/Billboards Duration Mumbai 15 3 Months Delhi 10 3 Months Chennai 10 3 Months Kolkata 7-10 3 Months Hyderabad 15 3 Months Pune 10 3 Months Outdoor Advertising
- 30. Media Strategy & Plan • Ponds Age Miracle sponsored contests • Winners receive Ponds Age Miracle gift vouchers/Goodie bags. • Sponsor existing contests to give winners gratification. Radio Advertising
- 31. Media Strategy & Plan On Ground Promotions •Kiosk such as above with Experts to solve any queries regarding skin problems and ageing. •Specially developed app that enables user to take their picture and show their face after entered years. • An upload to Facebook option available if the choose.
- 32. Media Strategy & Plan On Ground Promotions • Mall events to engage audience. • Give away Ponds Age Miracle goodies. in smaller quantities for sample for people participating. • Engage children to participate to win goodie bags. •Goodie bags would include samples of Ponds Age Miracle and/or discount vouchers
- 33. Media Strategy & Plan Media Spends Allocation 30% 15%15% 5% 10% 15% TVC Print Digital Radio Outdoor Onground
- 34. A woman can surely keep one secret – the secret of her age