imc ponds age miracle

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Presented by : Anand Tuteja 40Nandita Katiyar 54

Symbiosis Institute Of Management Studies

Situation Analysis

Anti age products in India

2006-07 2007-08 2008-09

4290

300

No effect of recession – “lipstick effect” of great depressionHigh end products - growthAge group 25-30 – 500% growth

GLOBAL MARKET SIZE = $ 162 bn

US MARKET SIZE = $ 72 bn

GLOBAL GROWTH RATE = 11.1 %

US GROWTH RATE = 9.5 %

Global

Current Communications Campaign

In Just 7 Days Age Spots Disappeared In 7 Days

Wrinkles Reduced In 7 Days

Communications effect researchMeasurement Technique : Administering questionnaire- open ended questions Data Collection approach : Consumers: Online questionnaire to be answered after watching the Pond’s age miracle ad attached in the mail Sample Obtained : Consumer Sample = 50All women in the age group of 25-50 in the households with annual income of 6 lacs per annum

Communications Effect Research

30% women felt that the product’s packaging is attractive and was shown very well in the ad

Important Results

70% women said the main message is that if you use this product your husband will fall in love with you again

85% women say the ad wants people to believe that this product can bring back the lost romance in their lives

5% women said that they will buy the product after seeing the ad

50% women believed that the ad is too shallow in its approach

30 women felt home is the right place to reach them with this ad whereas 30% women felt the best place to reach them with this ad is when they are shopping for cosmetic or personal care products

Target Market Analysis

Women above 25

SEC A

Spend high on personal care

Conscious of looks

Target Market

Positioning Strategy

• Positioning by attribute, benefits and users • Laddering technique to arrive at strong, unique and favorable brand association

Laddering technique

Confidence

Message Strategy

Rewards

Rational Sensory Ego satisfaction Social

Experience

Incidental to use Product in use Results of use

Thus the message would be a rational and social reward promise connected with results of use experience

Creative Strategy

Transformational appealPositive emotional appeal – aspirational valueCharacter of women in the advertisements - intrinsic

confidence, self sufficiency, excellence in their field

Tagline - “THE MIRACLE IS YOU”

Message source

No celebritiesWomen with following qualities

SuccessfulIntelligentConfidentBalanced personality

Media Strategy

Stage 1

Stage 1•Teaser ads•PR- press kits•Direct marketing

Stage 2 •Television ads

Stage 3 •Enhance the website•Brand community

Stage 4 •Contests about personal lives•How did Pond’s age miracle help to boost your

Stage 5 •Sales promotion•Billboards and hoardings

Stage 6 •Sponsoring events like Mrs. India•Charity work like donations to old age homes

Building brand community

Activities

Pond’s age miracle theme partiesCommunity website

The Miracle

divas

Idea sharing

Online discussion forumsWriting product reviewsFeatures such as “ how Pond’s helped me work a miracle”?

Community benefits

Gift packs

Discount coupons

Opportunity to be featured in Pond’s ad

Product Information

DisseminationoPond’s beauty magazine

oNew products to be introduced in the marketoGrievance forum

Sales Promotion

Sampling

Demonstrations

(chromometer tests)

Premiums and gifts

Exhibits

Contests, games and sweepstake

s

Tie - ins

Direct Marketing

Catalogues

Mails

Electronic shopping

TV shoppingFax

mails

E mails

Voice mails

Blogs

Websites

Public Relations

Press kits

Speeches

Seminars

Annual ReportsCharity

Publications

Lobbying

Company magazine

Integrated Communications Campaign

Public Relations

Direct marketing

Sales Promotion

General advertisin

g

Message: You need more than nutrition, sleep and fitness to fight signs of ageing

Message: Pond’s age miracle helps boost

your confidence

Message: Your beauty enhances with your

confidence

Message: Pond’s age miracle has products

to address your specific needs

Multiple vehicle- multiple stage campaignNo information rivalry

Print ads

Public relation

sTV ads Website

Direct marketi

ng

Sales promoti

on

Thank You