marketing research on ponds
TRANSCRIPT
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