This presentation summarizes a marketing plan for Pond's White Beauty cream. It discusses the product's position in the market as the third highest selling brand. The target market segments are female consumers ages 13 to 30, as well as retail shops. The challenges of increasing production and expanding distribution are addressed through TV, radio, and print advertising campaigns. A three phase implementation plan is outlined to build awareness and trial of the new product through various promotional activities. Customer surveys will provide feedback and a SWOT analysis evaluates the product's strengths, weaknesses, opportunities, and threats.

1. Welcome to my
presentation

2. Prepared by-
Md.Tanvir Hossain
ID:122200070
Dept of BBA
Eastern University

3. Topic: POND’S White Beauty

4. Contents:
Context of product
Position in market
Buyers & target group
Target market segment
Challenges
Proposed position
Product specifies
How we take those challenges to achieve
Implementing the plan
Survey
Steps before launching
SWOT Analysis
Query ?

5. Context of product
POND’S White Beauty:
• Brand position: 3rd
• Color: White
• SPF: 15
• Distribution: Distributor & company vehicle
• Advertising: Electronic media, newspaper & magazine

6. • Position in market: Based on current market
situation we can start competing 3rd sales in the market
as high quality, affordable price, convenience to
distribute the products.
• Buyers & target group:
Reseller group: Market shops, Department shop
Consumer group: Only female (13-30 age)

7. Target market segment
Geographic
Demographic
Psychographic
Behavioral

8. Challenges
Increase production in a short time period
Introducing product to all cities & towns
With this understanding that this product has cut across
age groups and skin care requirements to better it's
portfolio.

9. Proposed position
Serious in maintaining high quality product.
Give fairness, skin lightening, moisturizing and other
skincare segments.

10. Product specifies
Contains Pro-Vitamin B3 and SPF 15
Complete UV range protection as it protects against both
UVA and UVB rays
Works from within to help reduce dark spots

11. How we take those
challenges to achieve
• For usual group:
TV advertisement for consciousness building and
remind.
Free distribution in front of different popular women’s
beauty parlors, markets, universities etc
• For rural group:
Radio advertising for awareness of the product.
TV advertising like BTV channel for awareness of the
product.
• To covering the niche marketing:
Giving late pay facilities.

12. Implementing the plan
Implementing Plan
1st Phase 2nd Phase 3rd Phase

13. Implementing the plan
• 1st phase ( Feb 09- May 09):
Billboards, advertising boards on different popular
markets, women’s parlors, roads will be covered to
make awareness about the new product.
TV and FM radio advertisement will be given for
strong consciousness.

14. Implementing the plan
• 2nd phase ( June 09- step 09):
A promotion program will be started like buy 1 and
get 100ml. pack free.
Some visitors go to home to home for introducing
and selling the product.

15. Implementing the plan
• 3rd phases ( Oct 09- Jan 09):
Some small free product will be given with the
product.
Reminder will be continued TV channel FM radio,
magazine, newspapers, billboards & postures.

16. Survey
Customer satisfaction
Any complain from the customer
Customer rating system analysis
Any damage for using the product ( if )

17. • Other activities:
Banners of 1000 pcs.
Sample pack of distribution in ‘ Valentine’s day’
Al least 7-8 billboards for Dhaka city & other cities.
Road campaign
Press conference

18. Steps before launching
In Dhaka city only some selected distributor will the
product first on 20 Jan.
The questioners will be used to judge the satisfaction of the
customers.

19. SWOT Analysis
SWOT Analysis
Strengths Opportunities
Weaknesses Threats

20. SWOT Analysis
• Strengths:
Expert and experienced management
Maintain strong delivery schedule
Strong financial support
• Weaknesses:
 Pond’s white beauty is a new product of the company
Lack of proper knowledge about the market and the
demand.

21. SWOT Analysis
• Opportunities:
Company has good image in the market
Company has a lot of vehicles to deliver the product
• Threats:
The present manufacturers are also strong
competitors.
High cost of the raw materials

23. Query?