Brand Extension Analysis: PONDs women face wash

Submitted by Prathiba S [PGP30331]

Agenda
Company Evolution
Competency Analysis
Market Analysis
Competitor Analysis
Product Life Cycle
FCB Grid
4P Analysis
STP
Brand Positioning

Ponds Evolution
1846-1916

Started
small from
Theron
T.Ponds
homemad
e lab

1920-1940

Pondspart of
womens
daily
beauty
routines in
over 119
countries.

1950-1996

The
distinctive
Ponds
Tulip logo
is born,
and has
stayed
ever since

2006-2012

Portfolio:
Cold Cream
Cleanser,
Nourishing
cream/AntiWrinkle,
Triple
Action

Parent Brand: Ponds

1987
Second Merger

1846
TT
Pond
compa
ny
formed

1910
Well
establish
ed brand
among
American
s

1914
Began to
advertise
vanishing
cream
and cold
cream
together

1923
Queen
Marie of
Romanias
letter of
appreciati
on for
Ponds

1955
First
Merger

Manufacturer: Unilever

1920
Unilever
formed

2001
Unilever
split into
1982
Foods and
Unilever Home &
repositione
personal
d itself as care
concentrat
ed FMCG
company

2014
Unilever
purchased
Carribbean
from its rival
P&G

2015
Reached
the revenue
around $70
billion

Products

Facial Cleansers

Original Fresh Wet

Cleansing Towelettes
Evening Soothe Wet
Cleaning Towelettes

Facial Moisturizers
Luminous Moisture
Dry Skin Cream
Rejunveness

Exfoliating renewal Wet

Cleaning Towelettes

Clarant B3" for normal dry skin

Luminous Clean Wet

Cleanings Towelettes

Clarant B3" for normal oily skin

Luminous Clean Cream

Cleanser

Bio-Hydratante
Hydration Cream

Cold Cream Cleanser

Luminous Clean Daily
Exfoliating Cleanser
Cucumber Cleanser

Makeup Removers
Original Fresh Wet
Cleansing Towelettes
Evening Soothe Wet
Cleaning Towelettes
Exfoliating renewal Wet
Cleaning Towelettes
Luminous Clean Wet
Cleanings Towelettes
Cold Cream Cleanser
Cucumber Cleanser

Competency Analysis
Brand Image
Strong sales & distribution channel established by
HUL
Wide range of products
Strong R&D

Heavy market competition

Easy entry for new entrants
Innovation sensitive market

Low market awareness for facewash

Feminine image creates problem for Mens
products

Strengh

Weakness

Threat

Opportuni
ty
Compounded annual growth rate is high
High awareness among females can go for
brand extension

Ponds Face wash - Brand extension

Market Analysis

Product competitors
Market Share

Others; 22%

Himalaya; 24%

Face wash Market size: Rs.4000 crore

Ponds Market size: 400 crore +

Pond's; 10%

Ponds Market share: 10.13%

Clean & clear; 18%

Lakme; 8%
Garnier; 6%

Clearsil; 12%

Product Insights
FCB GRID

PRODUCT LIFE CYCLE

High Involvement

Rational

Emotional

Low Involvement

Ponds womens face wash

4P Analysis

Product

TG buys a face wash once every 45 days

Consumers of face wash use it once or twice a day
SKU : 50g to 200g
Particular
Ponds
Loreal
Product lines: 11 Brand Loyalty Very High High

Amway
High

Product Line

Broad

Broad

Broad

Target
Customer

Vast

Concentrated

Concentrated

Presence

Vast

Concentrated

Concentrated

Brand
Segment

Premium

Premium

Premium

Satisfaction

Very high

Moderate to
High

Moderate

Place
More focus on tier 1 and tier 2 strata of the society
E-tail
Brick & Mortar:
Malls
Supermarkets
Kirana
Medical stores

Manufacturer > Wholesaler > Dealer > Retail > Custome

Price
Penetration pricing
Moderate price to attract target segment, segment B target group
Price ranges from Rs.89 to Rs.375
E-tail pricing strategy can be seen in the picture

Promotion
Baseline: Googly Woogly Wosh
Tagline: As beautiful as you want to be
Media Mix
Social Media: Facebook, twitter
Print: Magazines, News papers
Radio
Television
OOH

Beauty contests: Ponds femina miss India

Promotional campaigns in colleges and malls

Package

Click icon to add picture

Brand Positioning

Target Segmentation

Potential Target Group

Women of age between 18 to 64

Targeting
DEMOGRAPHICS
Gender: women

PSYCHOGRAPHICS
Confident Decision makers

Age Group: 18 to 64

Love to socialize

Location: Metros, Cities and

Towns

Go outdoors

Income slab: 3 lakhs and above

Willing to spend

Enjoy life

Frame of reference
Facial cleanser
that removes dirt
Point of Parity

A refreshing facial
cleanser that
removes dirt and
make up that
complimemts
your skin
regime
Point
of Difference

Perceptual Map - comparative

Brand Pyramid

Googly-Woogly Wosh
Beauty & Confidence

Self
Aggrandisement
Self expressive
benifits
Emotional benifits
Functional benifits

Softness & Freshness

Features &
Attributes

Thank You