Ponds SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 21327
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SWOT Analysis of Ponds with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Pond’s

Parent Company

HUL (Unilever)

Category

FMCG

Sector

Personal Care – Skin Care

Tagline/ Slogan

Ponds: where your real age vanishes; Ponds, for timeless beauty; The miracle is you

USP

Pond’s, has been listening to women’s needs and desires for 150 years and delivering new products customized to their needs

STP

Segment

Personal Skin Cream – Range of variant creams

Target Group

Women with beauty as a priority

Positioning

Helping women across the world to help care for their skin

SWOT Analysis

Strengths

1. Pond’s has many good quality products which care for and restore the skin’s natural balance
2. Pond’s range includes Pond’s Age Miracle, Flawless White, Perfect Results and White Beauty
3. Products are free from any toxic or mercury content
4. Excellent advertising and branding as Pond’s is one of the most recognized brands
5. The packaging of Pond’s products are eye-catching, suitable for its target market

Weaknesses

1. Most products have limited packaging sizes, which may be inconvenient for some consumers
2. Intense competition in the cosmetics industry from international brands

Opportunities

1. Expansion of cosmetics industry into semi-urban and rural areas of the country
2. Targeting audience from all age groups

Threats

1. High price for the products can limit potential consumers
2. Cosmetic Care still not a market in rural parts of the country
3. Availability of cheaper products from other brands in the market

Competition

Competitors

1. Nivea
2. Charmise



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