Team Ramen, Bizmaestros'22, 2nd Round

1. TEAM RAMEN

2. BRAND SELECTION
Ability to convey
functional benefits
with digital medium
Habituation with
digital levers
Digital presence and
activity of target
audience

3. BRAND SELECTION: PONDS’
1 2
3
Ponds’ target audience are avid
users of social media
(15.9 million female as digital
population)
Function benefits can be
conveyed through digital tools
as market penetration is
already done
Even if the social media handles
are not the most active, the
audience is engaging (Ponds
BD FB page posted only 7 times
in 2022)

4. PRODUCT SELECTION:
PONDS’ BRIGHT BEAUTY
SERUM CREAM
• Other products are skin-type
specific, leading to narrower
TGs
• There is a general higher
demand for brightness based
products

5. WHO DO WE SELL TO
Young women who are Progressive,
Charming and Authentic.

6. CONSUMER JOURNEY
• Wakes up and washes face

7. CONSUMER JOURNEY
• Uses moisturizer/brightness
cream before heading out
(Motivation to use skin brightening
cream : 77.21% voted for removing
a precise skin mark)*
BASIC
CREAM
*Survey of 318 female respondents from Jahangirnagar
University in 2020
(Hossain M, 2020)

8. CONSUMER JOURNEY
• Uses social media throughout
the day at different times
(Average time spent on
Facebook/Day: 17 Minutes 46s)*
*Data Reportal

9. CONSUMER JOURNEY
• Active Person so must give
presentations, interviews and
hang out with friends
Need to have spotless and bright skin

10. CONSUMER JOURNEY
• Does not get satisfactory results
from current products*
*53% of Focus Group Discussion participants were not
satisfied with their current brightening product

11. CONSUMER JOURNEY
• Watches influencer skin care
routines and observes use of
vitamin capsules, serums etc.*
Observes use of something additional

12. CONSUMER JOURNEY
• Thinks about switching product
and watches reviews online
*Touchpoints used my female before making purchase:
65% from FB groups
61% from Influencers
(Primary research of 105 respondents)

13. CONSUMER JOURNEY
• Doubtful over new product
being product-skin type fit*
Skin type concern as barrier
*Concern when buying skin product: 84% voted for skin
type (Survey of 105 respondents)
* 16% of the comments in Ponds FB posts are about skin
type

14. PROBLEM STATEMENT
Consumers have a dissatisfaction
towards existing brightening products
and they look for additional propositions

15. INSIGHT GENERATION
FGDs Conducted
Influencer Interview

16. USAGE BEHAVIOR
When do they use face cream?
After washing
face each
time with face
wash
Before going
out of house
or during
shower
After returning
to home from
outside
After getting
up from bed
in the
morning or
before going
to bed

17. USAGE FREQUENCY
How many times do they use
face cream every day?
2-3 times a
day for an
urban
professional
woman
1-2 times a
day for a
semi-urban
student girl

18. PURCHASE DECISION TOUCHPOINTS
Where do they search for product
information?
Friends and
Family
Referral
Influencer
Reviews
Opinions in
relevant
Facebook
groups

19. OPPORTUNITY ANALYSIS
Rising population
who are
CONSCIOUS about
the skincare
products they use
Advocacy of
functional benefits
of PONDS’
products

20. 30%
28%
9%
3%
1%
16%
3% 3%
5%
0%
5%
10%
15%
20%
25%
30%
35%
Praise Price When To How To Difference Skin Type/Acne Other Products USP Others
Engagements in Pond’s Facebook Posts

22. The best thing about social media is
EVERYONE IS ON SOCIAL MEDIA

23. The worst thing about social media is
EVERYTHING IS ON SOCIAL MEDIA

24. vs
A VIRAL campaign Just another social
media notification

25. THE PLAYING FIELD
UNTAPPED
OPPORTUNITY
UNSOLVED
PROBLEM

26. Need to Nurture Loop
BIG IDEA

27. RATIONALE FOR BIG IDEA
The ‘WHY’ Factor Closing the ‘LOOP’

28. CAMPAIGN TARGET GROUP
Behavior:
Progressive, Uses
Social Media
Demography:
Females of 18-36
years of age
Socio-economic
class:
Lower to Upper
Middle Class

29. CAMPAIGN MESSAGE

30. ACTION PLAN
Phase 3:
Remarketing
Campaign
Phase 2:
Influencer
Marketing &
Advertisement
Series
Phase 1:
Go-Spotless
Game

31. Driving product adoption by converting
existing basic cream users to Ponds’ Bright
Beauty Serum
SHORT TERM CAMPAIGN OBJECTIVE

32. PHASE 1:
GO SPOTLESS GAME
• Reinforces how Ponds’ Bright Beauty
Serum Cream removes dark spots
• Habitualizes constant regular use and
refill for optional result
• Higher likelihood of playing as 30s long,
making the game less time consuming
and easy to play

33. Reveals score and can also have the option of
adding a leaderboard of friends and family
Conveys the functional benefit of the Ponds’
product
Calls to action claim prize

34. Redirected to survey
page with two simple
questions
Digital footprint to be
used later for
remarketing
Reward obtained through
email or SMS

35. 47% of people
of your skin
type face the
same problem

37. PROMOTION OF GO SPOTLESS GAME
• Use static post through
Facebook page
• Promotion through
beauty and cosmetic
based Facebook groups
through live feature
• Sponsored ads and
boosting on Facebook
and Instagram
• Use of Instagram
influencer to promote
the game

38. OFFLINE INTEGRATION
• Digital activation in
degree colleges of cities
like Mymenisngh, Sylhet,
Rajshahi, Rangpur, etc.
• In-person game kiosks
in sub-urban and out of
metro cities
• Sampling of products
done as rewards

39. Impact of
Go-Spotless
Game
Increased top of
mind awareness
Reinforces
messages of
spot removal
through action
Salience
achieved
through catchy
engagement

40. PHASE 2:
INFLUENCER MARKETING &
ADVERTISEMENT SERIES
• Even if the game is short and
engaging, it will still have a
barrier to entry and leave out
a large portion of the target
audience
• To deliver the message to the
mass and target the
consumers, additional steps
are required

41. STATIC POST
• Static posts and boosted ads across socials to maintain top of mind
awareness
• These posts and ads will convey the campaign message and
functional benefits

42. OVC STORYBOARD
• OVC made with a storyline of two friends (one purchaser and one
advocate)
• Spreads the message of suitability with all skin types addressing a
consumer insight
• Ends with main campaign message

43. PONDS’ 30 DAY CHALLENGE
• Use a YouTube reviewer
to do the challenge of
walking through journey
of using Ponds’ on Day 1,
7, 15, and 30
• Target market rely for
purchase decision
• Addresses concerns of
effectiveness

44. PONDS’ 30 DAY CHALLENGE
• Use a YouTube reviewer
to do the challenge of
walking through journey
of using Ponds’ on Day 1,
7, 15, and 30
• Target market rely for
purchase decision
• Addresses concerns of
effectiveness

45. Impact of
Influencer
Marketing &
Advertisement
Series
Incorporate
untapped
consumer
segment left
behind from
gamification
Addresses
barrier to shift to
new skincare
products
Drive conversion
due to
consistent
constant
hammering

46. PHASE 3:
REMARKETING CAMPAIGN
• Targeted ads through digital media using
information from the first phase
ID Skin Type Skin Problem
0000123 Oily Too Oily
0000124 Combination Acne
0000125 Dry Acne
0000126 Combination Itchiness
0000127 Combination Too Dry
0000128 Dry Acne
0000129 Dry Sensitive
0000130 Combination Acne
0000131 Dry Acne
0000132 Oily Sensitive
0000133 Combination Too Oily
0000134 Dry Sensitive
0000135 Combination Acne
0000136 Oily Too Oily
0000137 Oily Itchiness

47. LONG TERM CAMPAIGN OBJECTIVE
Increasing usage of Ponds’ products among
existing users and increasing adoption of Ponds’
products among users of other similar products

48. DATA-DRIVEN MARKETING
ID Skin Type Skin Problem Email ID Phone Number Code Used
Preffered
Facewash
Preferred
Cream
0000123 Oily Too Oily xxxxxx@ gmail.com Yes
0000124 Combination Acne xxxxxx@ gmail.com No
0000125 Dry Acne xxxxxxxxxxxxxx No
0000126 Combination Itchiness xxxxxxxxxxxxxx No
0000127 Combination Too Dry xxxxxx@ gmail.com Yes
0000128 Dry Acne xxxxxx@ gmail.com No
0000129 Dry Sensitive xxxxxxxxxxxxxx No
0000130 Combination Acne xxxxxx@ gmail.com No
0000131 Dry Acne xxxxxxxxxxxxxx No
0000132 Oily Sensitive xxxxxxxxxxxxxx No
0000133 Combination Too Oily xxxxxx@ gmail.com Yes
0000134 Dry Sensitive xxxxxx@ gmail.com Yes
0000135 Combination Acne xxxxxx@ gmail.com No
0000136 Oily Too Oily xxxxxxxxxxxxxx No
0000137 Oily Itchiness xxxxxx@ gmail.com No
• Use digital footprint and consumer information to start remarketing in
the long term
• Based on consumer insights, suitable products will be marketed

49. DATA-DRIVEN MARKETING
• Use digital footprint and consumer information to start remarketing in
the long term
• Based on consumer insights, suitable products will be marketed
ID Skin Type Skin Problem Email ID Phone Number Code Used
Preffered
Facewash
Preferred
Cream
0000123 Oily Too Oily xxxxxx@ gmail.com Yes
0000124 Combination Acne xxxxxx@ gmail.com No
0000125 Dry Acne xxxxxxxxxxxxxx No
0000126 Combination Itchiness xxxxxxxxxxxxxx No
0000127 Combination Too Dry xxxxxx@ gmail.com Yes
0000128 Dry Acne xxxxxx@ gmail.com No
0000129 Dry Sensitive xxxxxxxxxxxxxx No
0000130 Combination Acne xxxxxx@ gmail.com No
0000131 Dry Acne xxxxxxxxxxxxxx No
0000132 Oily Sensitive xxxxxxxxxxxxxx No
0000133 Combination Too Oily xxxxxx@ gmail.com Yes
0000134 Dry Sensitive xxxxxx@ gmail.com Yes
0000135 Combination Acne xxxxxx@ gmail.com No
0000136 Oily Too Oily xxxxxxxxxxxxxx No
0000137 Oily Itchiness xxxxxx@ gmail.com No

50. HAMMERING WITH TARGETED ADS
• Conversion easier to
achieve with catered ads
• Onboarding customers
to Ponds’ ecosystem by
closing the loop

51. KEY PERFORMANCE INDICATORS
PHASE 1 PHASE 2 PHASE 3
- No. of impressions
- Click through rates
- View through
conversions
- Click through
conversions
- No. of views
- No. of influencer
coupon redeemed
from 30-day
challenge
- Engagement rate
- No. of impressions
- Click through rates
- No, of leads
generated
- No. of coupons
redeemed
- No. of times game
played

52. Phase 1 Amount in BDT % of Phase 1 Cost
Game Development Cost* 300,000 8%
Total Activation Cost 200,000 5%
Product Sampling Cost 972,000 26%
Game Promotion Cost** 1,500,000 40%
Influencer Mkt. Cost 500,000 13%
Coupon Redemption Cost 273,375 7%
Total Cost 3,745,375
Reach through Online Game Number
People reached through game promotion 37,500,000
Click through population 1,875,000
Population who have claimed reward 1,125,000
Population who will redeem coupon 22,500
Reach through Activation 12,000
Total Return Metrics Total Population Cost per Unit
Total Reach through Ads 37,500,000 0.10
Total Engagement 1,887,000 1.98
Total Data Points Collectted 1,137,000 3.29
Total Products Tested 34,500 108.56
* Includes data collection modules, account management module, game development, outbound communication module, domain cost
** Cost is not derived, but set as a target
Assumptions
No. of Instittues 20
No. of Days of Activation 40
Cost per Day for Activation 5000
Reach per Day per Activation Booth 300
Avg. Discount through Coupon 15%
Coupon Redemption Rate 2%
Cost per Mile of FB 40
Click through Rate 5%
Claim % of Game 60%
FINANCIALS

53. Phase 2 Amount in BDT % of Phase 2 Cost
OVC Production Costs 8,000,000 63%
Static Production Costs & Misc. 1,000,000 8%
Influencer Costs 500,000 4%
FB Boosting Costs of Video 1,200,000 9%
FB Boosting Costs of Static 900,000 7%
YT Boosting Costs 1,200,000 9%
Total Costs 12,800,000
Total Return Metrics Total Population Cost per Unit
Organic Reach 375,000 0.03
FB Boosting Reach - Static 22,500,000
FB Boosting Reach - Video 30,000,000 2.34
YT Boosting Reach 8,888,889 0.69
Total Reach 61,763,889
Assumptions
Monthly FB Budget - USP Ads 200000
Monthly YT Budget - USP Ads 200000
Monthly Marketing Budget - Static Posts 100000
Cost per Mile of FB 40
Cost per View of YT 135
% Organic Reach of No of Followers 60%
Phase 3 Amount in BDT % of Phase 2 Cost
FB Boosting Costs 7,200,000 100%
Total Costs 7,200,000
Total Return Metrics Total Population Cost per Unit
Organic Reach 360,000 20.00
Reach from FB Boosting 135,000,000 0.05
Total Reach 135,360,000
Assumptions
Monthly Boosting Budget 400000
Cost per Mile of FB 40
Adjustment Factor for Reach 75%
% Organic Reach of No of Followers 60%
FINANCIALS

54. FINANCIALS
Total Cost Total Reach Cost per Reach
Phase 1 3,745,375 37,500,000 0.10
Phase 2 12,800,000 61,763,889 0.21
Phase 3 7,200,000 135,360,000 0.05
Total 23,745,375 234,623,889 0.10
Total Return Metrics Total Population Cost per Unit
Total Reach through Ads 37,500,000 0.10
Total Engagement 1,887,000 1.98
Total Data Points Collectted 1,137,000 3.29
Total Products Tested 34,500 108.56
Phase 1 Return Metrics

55. TIMELINE
Q1, Y1 Q2, Y1 Q3, Y1 Q4, Y1 Q1, Y2 Q2, Y2 Q3, Y2 Q4, Y2
Phase 1
Go Spotless Game*
Offline Activation*
Phase 2
USP Ads (OVC)
30-Day Challenge
Static Posts
Phase 3
Remarketing Campaign
*Go Spotless Game and Offline Activation will continue for only the first month of the first quarter

56. THANK YOU

57. Total %
Praise 35 30%
Price 33 28%
When To 11 9%
How To 3 3%
Difference 1 1%
Skin Type/Acne 19 16%
Other Products 4 3%
USP 4 3%
Others 6 5%
Total 116
Dry, oily, acne, pregnant, combination, teenage, me

58. Population exposed to internet in BD 54.3mn
Ranking of BD in affordable internet service 18
Number of mobile phone users in BD 183mn
% of mobile phone users with smartphone 30%
4G geographic coverage in BD 95%
Average viewing time of FB ads in BD 2secs
Time required to register info from content .25secs
Digital 18+ population in mn
Sylhet Male Female
Barishal 0.9 0.4
Chittagong 5.4 2.6
Dhaka 19.6 9.4
Khulna 2.5 1.1
Rajshahi 2.1 0.8
Rangpur 1.8 0.7
Sylhet 2.3 0.9
Total 34.6 15.9
Ratio 69% 31%
Game involvement of smartphone users in BD 66%
CAGR of gaming population of BD 20%
Facebook population in BD 54mn
% of global population from BD in FB 2.20%
Instagram population in BD 4mn
E-commerce CAGR during 2022-26 in BD 12.30%
E-Commerce market in 2022 56,870cr BDT
E-Com transactions from social media 14%
% of E-Com sales from DHK 50%
% of E-Com sales from dividsional cities 75%
Average basket size in E-Com 2,175 BDT
Number of orders per day in E-Com 99,000
Number of people watch OTT on a monthly basis 5mn
OTT engagement time 62mins
% of internet male internet userbase in BD 66%
% of consumer base female residing in rural area 50%
% of female population exposed to internet in urban areas 88%

59. Source
Average daily time spent on YT in BD 19m 22s Alexa Rankings
Pages per day on YT in BD 10.53 Alexa Rankings
Average daily time spent of FB in BD 17m 46s Alexa Rankings
Pages per day on FB in BD 8.56 Alexa Rankings
% of Meta's audience who are male and aged 18-34 50% Data Reportal
% of Meta's audience who are female and aged 18-34 23.60% Data Reportal
FB web traffic referrals 94.57% Data Reportal
Use of only mobile phone to access FB in BD 89.90% Data Reportal
Use of mobile phone to access FB in BD 99% Data Reportal
Ads clicked or tapped in the last 30 days 7 Data Reportal
% of FB ad audience that are female 31.60% Data Reportal
FB potential ad reach as a % of total population 26.80% Data Reportal
Potential population that can be reached with ads on FB in BD 44.7mn Data Reportal
YT potential ad reach as a % of total population 20.60% Data Reportal
Potential population that can be reached with ads on YT in BD 34.5mn Data Reportal
IG potential ad reach as a % of total population 2.70% Data Reportal
Potential population that can be reached with ads on IG in BD 4.45mn Data Reportal
Messenger potential ad reach as a % of total population 12.80% Data Reportal
Potential population that can be reached with ads on Messenger in BD 21.45mn Data Reportal
Meaning of skin whitening Hossain M., 2020
Changing the skin color 245 64%
Removing marks on the skin 285 74%
Cleaning in deep the skin 271 70%
Making the skin more vivid and radiant 286 74%
Total poopulation surveyed 385
Motivations supporting the practice of skin whitening Das et al., 2022
To have a softer skin 81.40%
To change the skin color 55.81%
To harmonize the whole body skin tone 58.60%
To harmonize the skin tone of the face 62.33%
To remove a precise skin mark 77.21%

60. Female population conscious about
Skin type 88 84%
Country of origin of product 65 62%
Ingredient 74 70%
Affordability 68 65%
Total respondents 105
Touchpoints used by female population before making purchase
Reviews from friends and family 95 90%
Reviews from FB groups 68 65%
Social media or traiditional media ads 42 40%
Reviews from influencers 64 61%
Total respondents 105
Games played on mobile phone
Yes 31 30%
No 74 70%
Total respondents 105