Symbiosis Institute .

l
Of Management Studies

Presented by :
Anand Tuteja
40
Nandita Katiyar
54
Situation Analysis
GLOBAL MARKET SIZE = $ 162 bn
US MARKET SIZE = $ 72 bn
GLOBAL GROWTH RATE = 11 . 1 %
US GROWTH RATE = 9 . 5 %

Globa
l

No effect of recession – “lipstick effect” of great depression

High end products - growth
Age group 25-30 – 500% growth
 Current Communications
Campaign

In Just 7 Days Age Spots Disappeared In 7 Days

• • •

Wrinkles Reduced In 7 Days

• •
Communications Effect Research
Communications effect research
Measurement 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 = 50
All women in the age group of 25-50 in the
households with annual income of 6 lacs per annum
 
 
 Important Results  

85% women say the ad wants people to believe that this product can bring ba
hat if you use this product your husband will fall in love with you again

5% women said that they will buy the product after s

duct’s packaging is attractive and was shown very well in the ad

50% women believed that the ad is too shallow in i

this ad whereas 30% women felt the best place to reach them with this ad is when
Target Market
Analysis
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

a rational and social reward promise connected with resul

 Creative Strategy

Transformational appeal
Positive emotional appeal – aspirational value
Character of women in the advertisements -
intrinsic confidence, self sufficiency, excellence
in their field

Tagline - “THE MIRACLE IS YOU”

Message source

No celebrities
Women with following qualities
Successful
Intelligent
Confident
Balanced personality
Media Strategy
 Building brand community
Activities Idea sharing

Pond’s age miracle theme parties
Community website
 
Online discussion
forums
Writing product reviews
Features such as “ how
Pond’s helped me work a

miracle”?
The Miracle divas
Product
Community benefits Information
Gift packs
Discount coupons Dissemination
Opportunity to be oPond’s beauty
featured in Pond’s ad magazine
oNew products to be introduced
in the market
oGrievance forum
Multiple vehicle- multiple stage campaign
No information rivalry
Thank You