POND’S Beauty

Products

Sudhakara Reddy
 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

Chart Title
80
70
70
60
50
40 Series 3
40
30
30
20
10
10
0
Students House Wifes Working women Others

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 Have you ever used any beauty
Product?
No. of Respondents
160
140
140
120
100
80
60
40
20 10
0
Yes No

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 Preference of brands category
wise
140
13
120
100 43

80 17
60 7 Lakme
28
22 Loreal
40 3
5
8 4 3 Nivea
20 6 13 39 Garnier
14 3
11 22 7 0
3 Ponds
0 4 2
1
2

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 Face Wash Category

Chart Title
0.25
20.71% 20.00%
0.2
15.71%
0.15
12.86% 12.14%
0.1 9.29% 9.29%

0.05

0
Ponds Ever Youth Garnier Himalaya Lotus Pears Others

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 Ponds Portfolio

Chart Title
0.25 22.86% 22.14%
0.2
15.00% 15.00%
0.15 13.57%
11.43%
0.1
Column2
0.05
0
n r le h e
am o d e c as o n
Cr
e oti w ira
ld y L Po M c eW h an
d ge Fa t
Co Bo s a or
e
n d M
Po

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 Which brand do you Prefer other
than Ponds?
Chart Title
0.4
0.35 37.14%
0.3
0.25
0.2
0.15 15.71% Series 3
0.1 13.57% 12.86%
11.43%
0.05 9.29%
0
e al m
e v e
vi e
a ie
r
n e
r k o rn o
Lo La D N
Ga an
t h
e
or
M

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 Different brands with different
attributes.
80
3
70 4 8
12 3
60
4 8 14 12
50 2 Availability
1
6 Packagiing
28 9 9
40 Advertisement
7
1 7 Quality
30 8 38
30 22 Price
20 18
14
27
10 16
12 11 9 12
0
Ponds Garnier Nivea Loreal Lakme Maybelline

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 Preference of each group other
than Ponds
80

70 5

60 10

50 12
Others
40 0 Lakme
9 Garnier
30 0 Loreal
8 9
45
20 6
10 23
15 0
1
3
0 4
Students House Wifes Working women Others

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 Satisfaction of Ponds

Chart Title
0.7
64.29%
0.6

0.5

0.4 35.71% Series 3

0.3

0.2

0.1

0
Satisfied Not Satisfied

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16
 Analysis of the Research

• 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

• Brand Extension.

• More youth oriented strategy.

• Advertisements

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 Thank You
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