Course Code: MGT962
Section: SE135 Name/Roll NO. : Abhishek Loumish / A10
Promotion Mix on Pond’s
Definition of Promotion Mix : It is not enough for a business to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers and In marketing, this is commonly known as "promotion". As now the topic allotted to me is one of the best cosmetics selling company and that is POND’S. Pond's Cream is a brand of beauty and health care products that is produced by the Ponds Institute which is owned by the multinational company Unilever.
They had a beautiful tag line as well:
POND'S believes that beautiful skin doesn't have to be hard. It can be easy. That's why we've been trusted for over 150 years for simple, effective skin care products that work. It's our promise to you and generations of beautiful women.
History of the company: Pond's Cream was invented in the United States as a medicine by scientist Theron T. Pond (1800–1852) in 1846. Mr. Pond extracted a healing tea from witch hazel, with which he discovered he could heal small cuts and other ailments. The product was named "Golden Treasure", after Theron died, it would be known as "Pond's Extract".
In 1846, the "T.T. Pond Company" was formed, with Pond and other business people as investors. Theron Pond's health was failing, however, so he sold his portion of the company soon after, and he died in 1852.
The company then moved to Connecticut and later to New York City.
In 1886, Pond's began to advertise nationally. They would, however, advertise under the name of Pond's Healing until 1910. By 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.
Today Ponds is sold around the world with its different products. Its strengths are in Spain, India, Japan and Thailand.
As a result of the new campaign, "Pond's Vanishing Cream" had a 60% increase in sales during 1915, and "Pond's Cold Cream" had a 27% increase. By 1922 the sales of the product had gone down in comparison to other designer products. Then the company focussed itself on people of high class high class status, politicians and also advertised their products in magazines like vogue.
By 1930s,the companies business slowed down somewhat but the Pond's company expanded slowly, adding Face Powder and Angel Face products. 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.Then 14% of the company was subsequently traded privately to Bhosle Group of Industries for an undisclosed amount of money.
MARKETING STRATEGY OF THE COMPANY:-
Pond's is a strategic business unit that deals with skin-care products. To begin a marketing campaign that will increase their revenue by as much as 50% with absolutely no change to the products in their line. Before getting into this miracle marketing strategy we must understand Pond's competition, more specifically, the new competition in the market they are breaking into. Currently their competition would include Olay, garnier, etc. I found that the product lines of the three companies are astoundingly similar. Pond's skin care products include: Pond’s Beauty wide range of face washes for every skin types, Pond’s white beauty day whitening cream ,Pond’s moisturising cold cream , Pond’s talc powder, Pond’s gold radiance cream. Some of Garnier products include: garneir light ,garneir range of...