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    Ponds Final Final Final

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    Mandeep Kaur
    Pond's Cream was invented in 1846 in the US as a medicinal product. Over time, Pond's expanded its product line and became a well-known brand of cosmetic products, especially for facial care, in both the US and internationally. In more recent decades, Pond's marketing has emphasized strengthening its brand image among women through various advertising campaigns, promotions, and partnerships.

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    Attribution Non-Commercial (BY-NC)
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    Ponds Final Final Final

    Uploaded by

    Mandeep Kaur
    922 views27 pages
    Pond's Cream was invented in 1846 in the US as a medicinal product. Over time, Pond's expanded its product line and became a well-known brand of cosmetic products, especially for facial care, in both the US and internationally. In more recent decades, Pond's marketing has emphasized strengthening its brand image among women through various advertising campaigns, promotions, and partnerships.

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    Pond's Cream was invented in 1846 in the US as a medicinal product. Over time, Pond's expanded its product line and became a well-known brand of cosmetic products, especially for facial care, in both the US and internationally. In more recent decades, Pond's marketing has emphasized strengthening its brand image among women through various advertising campaigns, promotions, and partnerships.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    922 views27 pages

    Ponds Final Final Final

    Uploaded by

    Mandeep Kaur
    Pond's Cream was invented in 1846 in the US as a medicinal product. Over time, Pond's expanded its product line and became a well-known brand of cosmetic products, especially for facial care, in both the US and internationally. In more recent decades, Pond's marketing has emphasized strengthening its brand image among women through various advertising campaigns, promotions, and partnerships.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27

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    Pond's Cream was invented in the


    United States as a medicine by
    scientist Theron T. Pond (1800±1852)
    in 1846.
    In 1846, the "T.T. Pond Company" was
    formed, with Pond and other business
    people as investors.
    In 1886, Pond's began to advertise
    nationally. They would, however,
    advertise under the name of ? 
    
     until 1910.
    ày the twentieth century, the company's
    main strategy was geared towards
    selling cosmetics products, and so the
    "Pond's Vanishing Cream" and the
    "Pond's Cold Cream" were created,
    marking the entrance of Pond's products
    into the facial care industry.
    ày 1910, Pond's was a well established
    brand among Americans
    ày 1922, sales of the products had gone
    down, as many believed that such an
    easily available product could not
    perform as well as other, "designer"
    products.
    In 1923, Queen Marie of
    Romania visited the United States, and
    she enjoyed the product so much that in
    1925 she wrote to the Pond's Company
    requesting more supplies
    `
      
    Pond's Company was merged in 1955 with
    the Chesebrough Manufacturing Company which had a
    good percentage of brands in the facial care field.
      
    In 1987, the Chesebrough Manufacturing Company by
    most known as "Chesebrough-Ponds", was acquired
    by Anglo-Dutch company Unilever, giving "Pond's
    Creams" a more international reach
    Advertising Campaign

    When most women think of Pond's, they think of


    the jar of white goop in their granny's closet, next
    to the hair rollers and smelling salts.
    salts .
    As the first of several TV commercials says, "This
    is the new Pond's."
    The thought-
    thought - provoking copy in the commercial
    promotes a new image of the Pond's brand and of
    women "on the other side of 40²
    40 ² gorgeous,
    confident, and cool.
    Pond's said "little old lady" like no other brand did. àut
    no more.
    more .
    Introduced a comprehensive marketing strategy to
    support its Pond's brand family in 1992.
    To capitalize on the trusted reputation of the Pond's
    name while strengthening its leadership position with the
    introduction of new sophisticated products geared for
    today's consumers.
        " & '
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      ) 
       
    *%

    USA has allocated $30 million in


    advertising support for the Pond's
    family line, including:
    ·ver $18 Million in Annual
    Advertising
    An Integrated Campaign that will
    Include Network/Spot TV
    The Number ·ne Cleanser Advertising
    Support With A 27% Share ·f Voice.
    *%)

    In the quarter ending DEC 2009 ponds


    increased marketing spends enabled the
    company to grow its underline domestic sales
    volume by 5%.
    The quarter saw an increase in advertising and
    promotion by 66% to RS 632.88cr to
    strengthen market competitiveness.
    The company has increased spending on
    advertisement and promotion to help increase
    brand pull and minimize the efforts of down
    trading on its sales and profits.
    ·ver 150 Million High Value Coupons
    Special Packs that will include Trial
    Sizes and Pre-
    Pre - Packed Displays to
    stimulate purchases
    An Integrated PR/Educational
    Programs that will support the entire
    Pond's brand franchise
    PR·M·TI·NAL
    ACTIVITIES
    The baseline of Pond's cold cream " Googly
    Woogly Woosh"
    Woosh "
    HLL have used campaigns and events .
    The song 'Roop
    'Roop ki Dhoop'
    Dhoop ' has been created as
    the beauty anthem .
    Pond's uses the baseline " As beautiful as you
    want to be ³.
    In 2006 they had an ( the prestigious Pond's
    Femina Miss India) to create and capture the
    beautiful moments in the life of the Indian
    Women.
     

    àuy any 100 gm or 400 gm Pond's talc


    pack, tear off the contest strip and see
    what luck has in store for you .
    S·ME FUN FACTS ·F
    P·ND¶S
    A brand that has tried to evolve with the
    changing persona of Indian Women .
    This is a brand that has celebrated Women's
    courage and personality.
    Pond's also became a generic name in the
    Winter care market.
    In a survey on customers by AC Nielsen ·RG
    in 2003 , Pond's were among the most trusted
    brands in India
    Pond's is a brand for " Well grounded, self
    assured, and confident " women.
    r
    
     r  
    Acceptance
    Affection and Love
     *%
    §
     §

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    % 
    §  
          
       
    
     
    Emphasis on group recent ad
    (ponds clinic)

    Corporate Halo
    Female-- Friendly Promotions
    Female
    Fabulous 40-
    40 - something contest
    Right-- Hand Ring promotion
    Right
    Word-- of-
    Word of - mouth
    Girlfriends
    
     "% "  
     
    ,- 
    "    )  .  
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    " 
       
     
    !*$#01,

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