POND’S Beauty Products

Sudhakara Reddy

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POND’S in INDIA

• Pond's range of products were in India from 1947.

• In 1955, Pond's merged with another company Chesebrough.

• Since 1956, Pond's Talcum Powder has been a trusted beauty product for Indian women.

• In 1987, Unilever purchased the brand from Chesebrough- Pond's.

• Pond's is a brand that has been carefully nurtured by HUL.

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POND’S MARKET SEGMENTATION

• In the early 1950’s the target group that Pond's was aiming are the ladies above 30yrs of age.

• Pond's is aiming at the super premium segment .

• Currently pond’s target ladies above 20 years .

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Ponds Portfolio

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RESEARCH PROBLEM

• Objective- To find the perception of the brand in the minds of the consumers.

• Which is the main target group and how it can explore new segments.

• Cross Analysis of the data and recommendations for further enhancement.

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RESPONDENTS

• Hosewives• Working women• Students• Others• Sample size-150

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Our Research

Students House Wifes Working women

Others0

10

20

30

40

50

60

70

8070

40

30

10

Chart Title

No. of Respondents

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Have you ever used any beauty Product?

Yes No0

20

40

60

80

100

120

140

160140

10

No. of Respondents

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Preference of brands category wise

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Students House Wifes Working Women

Others Overall0

20

40

60

80

100

120

140

11 224 2

39146

7 1

28

8 4

32

17

225

13

3

43

7

33

0

13

LakmeLorealNiveaGarnierPonds

10

Face Wash Category

Ponds Ever Youth

Garnier Himalaya Lotus Pears Others0

0.05

0.1

0.15

0.2

0.25

15.71%

20.71%

12.86% 12.14%9.29%

20.00%

9.29%

Chart Title

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Ponds Portfolio

Cold Cream

Body Lotion

Powder Ponds age

Miracle

Face Wash

More than one

0

0.05

0.1

0.15

0.2

0.25 22.86%

15.00%

11.43%13.57%

15.00%

22.14%

Chart Title

% of Preferences

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Which brand do you Prefer other than Ponds?

Loreal Lakme Dove Nivea Garnier More than one

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

11.43%13.57%

9.29%12.86%

15.71%

37.14%

Chart Title

% of Repondents

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Different brands with different attributes.

Ponds Garnier Nivea Loreal Lakme Maybelline0

10

20

30

40

50

60

70

80

27

12 16 11 9 12

28

30 22

14

3818

12

6 9

8

14

7

4

2 1

1

3

9

3

4 8

7

8

12 AvailabilityPackagiingAdvertisementQualityPrice

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Preference of each group other than Ponds

Students House Wifes Working women

Others0

10

20

30

40

50

60

70

80

45

2315

4

12

8

6

3

10

9

9

1

5

0

0

0

OthersLakmeGarnierLoreal

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Satisfaction of Ponds

Satisfied Not Satisfied0

0.1

0.2

0.3

0.4

0.5

0.6

0.7 64.29%

35.71%

Chart Title

% of people

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Analysis of the Research

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• Urban brand• Mostly targeting the middle to old aged

people• Ponds easy availability and affordable price

attracts its customers.• Ponds Cold Cream is a big success…BINGO!!!

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RECOMMENDATIONS

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• Brand Extension.

• More youth oriented strategy.

• Advertisements

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Thank You