Marketing Strategy of Ponds analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Ponds marketing mix, help the brand succeed in the market. Let us start the Ponds Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Ponds marketing strategy can be explained as follows:
Ponds is known worldwide for the products which provide personal touch. The products are manufactured keeping in consideration the basic skin requirements. Initially, Ponds was name associated to talcum powder. In India, Ponds has a market share of almost 60-65% in a total of 600 crore talcum market. Ponds targeted audience has always been women segment aging from 20 years. With time it started moving to other skincare products keeping in mind the daily skin problems that women face like dull skin, fine lines, wrinkles, pimples, whitening, ageing, cleansing and moisturizing milk.
Below is the list of products in its marketing mix which have been designed by Ponds:
• White Beauty - Daily Lightening Face Wash, Tan Removal Scrub, Pearl Gel Face Wash, All-in-One BB+ Fairness Cream SPF 30 PA++
• Pimple Clear - Facial Foam
• Triple Vitamin - Moisturizing Lotion
• Moisturizing Cold Cream
• Silk Cream - All Season Cream
• Flawless White - Visible Lightening Day Cream SPF 18 PA++
• Flawless White - Deep Whitening Facial Foam
• White Beauty - Day Cream
• Age Miracle Firm & Lift - Eye Contour Lifter, Age Miracle Firm & Lift - Targeted Lifting Serum Massager, Face & Neck Lifting Day Cream SPF 30 PA+++, Cell ReGEN Deep Action Night Cream, Intensive Cell ReGEN Serum, Cell ReGEN Day Cream SPF 15 PA++
Ponds has gradually started moving towards men’s skincare products and has come up with few products. These products mainly focus on pimple and oil control, pollution and dirt and sun damage. The different products provided by Ponds specifically for men’s segment are below:
• Energy Charge – Moisturizer, Face Wash
• Pollution Out - All-In-One Deep Cleanser
• Acno Clear Oil Control – Moisturizer, Face Wash
Ponds has Tulip flower as logo on its products. The flower represents the delicate beauty that women possess and also promise the strength and softness to go hand in hand. And the products justify the logo and provide the same experience to the customers
Image: company website
Ponds Price/Pricing Strategy:
Below is the pricing strategy in Ponds marketing strategy:
Ponds target audience is the middle-class segment of the society which is price oriented. For pricing, the brand follows competitive pricing strategy in its marketing mix.
In this strategy, the products are priced as per the prices of other competitors. This strategy is generally used when products of similar kind with almost same characters are being sold by different companies. As Ponds face a tough competition from brands like Lakme, Himalaya etc., the reason for adopting competitive pricing was to capture more market by providing customers an affordable range of prices. The company often comes up with different discount offers as well to engage more customers.
Following is the distribution strategy in the Ponds marketing mix:
Ponds has a its presence in more than 96 countries including countries like India, Indonesia, Korea, Mexico, Philippines, South Africa, Thailand, United Kingdom, United States, and Vietnam. Ponds follows the indirect method of distribution. The company provides bulk products to various distributors in different places which provide products to wholesalers. These wholesalers then provide the products to different retailers from where consumers buy the products. Ponds also started “Ponds Institute” in 1990 and today it has a network of 700 scientists and skin specialists which work on consumer’s changing needs by regularly improvising the products and coming up with new products.
Ponds products are available at hyper and super markets, local sellers, medical stores and as well as on e-commerce websites.
Ponds Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ponds marketing strategy is as follows:
Ponds has always believed in promoting the brand. Even in early days, Ponds used the print media. In those days, the beauty products were not given that importance and were placed in the corners or at the bottom of some large advertisements. But soon, the picture changed and beauty products became one of the major advertisements in newspaper. In 1916, a marketing company with the theme “Every skin needs two creams” was launched which increased the sales two folds. Ponds even in the earlier days have used personalities endorsements for marketing campaign to promote its products with different themes like ‘She’s Engaged, She’s Lovely, She uses Ponds’, ‘Under Skin’ etc. Ponds came up with various tag lines like “As beautiful as you want to be ", " Googly Woogly Woosh" to aware and attract more number of customers. The brand has its presence on many radio stations as well as major newspapers. The brand has come up with many promotional campaigns in public places like malls. Not only offline, Ponds has made its presence digitally also. The brand has official accounts and handles on different social media sites like Facebook, Twitter, Instagram, blogs etc. to promote the brand. Apart from this, Ponds has an official channel on Youtube as well. On official site, Ponds has “My Skin Advisor” feature where you can describe about your skin and your problems and Ponds guides you regarding the products which will be suitable for you. Hence this concludes the marketing mix of Ponds.
The beginning of brand Ponds took place in 1846 when Theron T. Pond, an American pharmacist invented the ‘Golden Treasure’ - a healing tea extracts which heals the skin. The product was widely accepted by people and became popular as the Ponds Extract.
This was the foundation and stepping stone for Ponds to become world’s one of the best-known skin and personal care brand. In 1986, Unilever acquired Ponds and since then the brand is growing at rapid rate nurturing the need of its customers.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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