Marketing Strategy of Pond’s – Pond’s Marketing Strategy: Inventions were made by The United States to be a patent-protected medicine by Theron. Pond, in the year 1846, under the name “Golden Treasure”. It was the beginning of the extraction of tea for healing from witch Hazel by Mr. Pond which was able to heal minor cuts and also other diseases. So, after his death in 1852 the product was named “Pond’s Extract”
In 1886, national ads were launched by the band known as Pond’s Healing until the year 1910. The company’s focus in the twentieth century was to focus more on cosmetic items. The result was “Pond’s Vanishing Cream” and “Pond’s cold cream” which brought Pond’s into the facial cosmetics business.
Did You Know About Pond’s?
Company : Pond’s
CEO: Grant Smith
Founder: Theron T. Pond
Year founded: 1846
Headquarters: New York City. United States
Annual Revenue : $12.8 Million
Products & Services: skin care products from cold cream cleansers and makeup remover wipes to sheet masks and anti-wrinkle cream (and much more!)
Pond’s Fun Fact : A pond is a body of water smaller than a lake. Some ponds are formed naturally, filled either by an underwater spring, melting snow or by rainwater – sometimes known as ‘dewponds’; other ponds are man-made. There are two types of ponds, permanent and temporary also known as vernal ponds.
Segmentation, targeting, positioning in the Marketing Strategy of Pond’s
Brands with major products offers are for the middle-income and upper-middle-class segments. Additionally, customer groups according to Gender and age are identified by the company so that it could focus customers on goods that match their stage of life.
The products offered by Pond’s are primarily targeted towards the mass market and have been advertised as gentle and soft moisturizing natural products.
“We make it our business to care about the future of your skin and the added strains of modern-day life, so you don’t have to worry. With this deep understanding, we can anticipate the future and uncover the solutions for all skin needs. We work every single day to create science and technology breakthroughs that correct the skin problems of tomorrow better than anyone else.”
“We make it our business to care about your skin and the added strains of everyday day life, so you can always look your beautiful best. With our deep understanding, we can uncover the solutions for your various skin needs.”
“Ponds: where your real age vanishes; Ponds, for timeless beauty; The miracle is you”
Competitive advantage in the Marketing Strategy of Pond’s
Bouquet of items:
With its extensive product portfolio, Pond’s offers a wide range of products to diverse customers, including men, Women & Baby, which can help a business increase the value of its total relationship (TRV) with customers throughout their lifetime, ensuring repeat purchases and cross-selling their goods to their existing customers.
Find a professional to take care of your skin :
Unilever as the parent company behind the brand promotes Ponds as a cosmetics brand that transforms beauty with innovative products that are innovative. Its extensive selection of products ranges from anti-aging creams, moisturizers, and creams for skin lightening, oil control, and the Pond’s Men selection of face products for skincare.
BCG Matrix in the Marketing Strategy of Pond’s
Pond’s has products available in four main segments i.e. Suncare Anti-wrinkle (Anti-ageing) Creams for anti-pimple, and business facewash.
The Moisturizers and Anti-Ageing products are the bread and butter of the company, and hence are an eminent star on the BCG Matrix.
The Anti pimple cream and face wash are new, suncare needs to be developed to gain a good sales share so they’re positioned as the doubt mark in the BCG Matrix.
Distribution strategy in the Marketing Strategy of Pond’s
Internationally Pond’s launched its operation within The United States with its manufacturing facility previously located in Connecticut and its sales office moving in New York. With its products in high demand increasing in the market on the global marketplace and its presence expanding to countries such as Spain, Japan, Thailand, and India.
Pond’s has benefited from the strong distribution network of its parent company Unilever to reach the farthest of areas and also reach tier 3 as well as tier-four cities. It has a good distribution network that reaches customers through hypermarkets, supermarkets, convenience stores, as well as courses sales through the channel that is supported by distributors, wholesalers, and warehouses.
Additionally, the skincare products created by the brand are formulated to meet local conditions and taking consideration population and environmental conditions. The company distributes its products across all seven continents i.e. North America, Australia, Asia, Europe, Africa, and America.
Brand equity in the Marketing Strategy of Pond’s
To increase its part of market shares, the company has pledged to look after the skin of the future of its customers by offering a vast selection of anti-aging creams.
The Pond’s Institute’s goal statement ” Future Proofing your Skin” speaks volumes about their position and the uniqueness they provide to differentiate themselves from the competition.
“Skinnovation” is a feature that Pond’s proudly proclaims with embedded technology in every product’s nomenclature, including Gen White, Intelligent Pro cell complex for creams, and activated Carbon for face wash.
Competitive analysis in the Marketing Strategy of Pond’s
Pond’s can compete by its range of scientifically researched and created products that are based on its Skinnovation and products like Gene Deep Beauty for females to reduce dark spots using GenWhite technology Intelligent Aging using Intelligent Pro cell complex again for females, and facial wash products with Carbon Activated for genders.
This cutting-edge use of investigation, as well as creation and the use of it in the products it produces, is distinct from rivals such as the brands like Lakme, Johnson & Johnson, Nivea, and many more.
Market analysis in the Marketing Strategy of Pond’s
As technology advances, so do the technological advancements, social networks in the current digital age users are aware of their appearance and getting older, and are therefore increasingly turning to cosmetics and skincare products.
In the segment of face wash, Himalaya remains to be the market-leading brand with about 24% market share. Ponds hold a 10% market share.
In the category of skincare creams, Pond’s third with 11 percent, which is a lot less than Himalaya and Garnier clear and clean products.
Pond’s has been actively following the development of products and market creation plans to adapt to shifts in the market. Their progress in R&D in the segment of the new product, and the use of facial recognition technology like ” My skin advisor” help them stand above the rest with regards to products and services offered to their competitors on the market.
Its presence is in more than 56 countries, Pond’s has spanned the age ranges and skincare needs by offering products for the beauty industry through groundbreaking innovations in products.
Customer analysis in the Marketing Strategy of Pond’s
Middle-class women upper middle class, Middle class, and high-class segments who care for your skin’s appearance, facial wrinkles tanning, and softening are the primary customers of the brand. The majority of these customers are within the age range between 18 and 50 years old.
The Men brand has been focused on the younger generation, particularly college students and working professionals in the age range of 18-45 years.
The customers who purchase these products expect that it will make your skin appear younger and more youthful and make them feel more confident about their appearance.
Promotional Strategy in the Marketing Strategy of Pond’s
Pond’s primary focus is on the Below the Line and Below the Line marketing strategy through advertisements in newspapers and televisions.
Recently, Pond’s appointed Disha Patani as the Brand Ambassador for the women’s skincare segment. They also have Karishma Kapoor as Brand Ambassador for their Age Miracle range.