1. Pond's Vision Statement
Emotional Pull Of the Brand
- Legitimizing beauty everyday
- Bringing alive beauty in my daily life
- Surprising Appreciation for her beauty
- Life everyday is more beautiful if you are beautiful everyday
- The Pond's sanction
- The Pond's beauty which is real, yet aspirational. It is also non-threatening
- She will not just be accepted, she will become the pride of her house
Functional Role Of Product in consumer's lives
- Beauty with Care
- Visible difference to your beauty
- All products that meet her everyday needs
- Beauty products that make a visible difference
Brand Vision
- Pond's will be the beauty crusader which will redefine the parameters of
everyday beauty today
- Pond's will be the beauty crusader which will make every indian woman
beautiful everyday
- Pond's will be the beauty wand for every Indian woman to carve out her
rightful place in the world
- Pond's will license beauty to every woman everyday through care
Growth Insight
- Being beautiful every day is being presentable which is good enough
- There are too many societal barriers to looking beautiful everyday
- Looking beautiful everyday is not done
- If I could be beautiful I could win over people easily
- Indulging in beauty care is irresponsible and wasteful
Agree with the vision
- Beauty is a suppressed individual need
- 'everyday' differentiates Pond's
- 'crusader' gives the brand a specific sense of purpose
- 'everyday license'
Disagree with the vision
- 'immoral' limits the scope of barrier
- 'license' point of action as one of the route not vision
- the word 'immoral'
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2. - 'crusader' 'legitimize'
What Can the Brand not Do
- make up
- take the health and hygiene
- high end , high glamour products
- problem solution
- event driven beauty products
- life cycle products
- no pampering products, no general skin care, no baby or men's products
- no mesmerisation
- launch products without caring as a discriminator( consumer perceptible)
- add regimes to 'converts'
- unaffordable and elaborate products
What Can the brand do
- educate
- Pond's will lead category creation( first to respond to emerging beauty needs)
- Identify segments and predominant beauty needs
- Find a way to legitimize and make it a daily habit
- Build caring discriminator in existing range, DFT,PCC
- 'license through care and satisfy predominant beauty needs
- Will focus on everyday situations
- Daily beauty care range
- Collapse regime
- Expand target segment
- Inclusive beauty
- All products that define beauty
- Like fairness creams, talc, cosmetic, hair , soaps
Pond's Architecture
- Freshness ,oil-control, moisturizer, anti-aging , fairness, cosmetics
- Life stage and Beauty
- Teens: oil control cream and face-wash, black -head removal strips, acne
removal cream and deodorants
- Young adults: Angelface talc,PCC,DFT, Mafic ,PST, tinted moisturizer,
Pond's under eye corrector, Pond's pollution cream with sunscreen
- Over 30:F&Y, nightcream, deep moisturising cream, aromatherapy range for
different moods
- Naturals: face packs, masks, face bleach with aromatherapy, home packs,
home facials
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3. Pond's Innovation Pathway
- Horizon 1:
- F & Y, DFT re-launch
- Teenage solutions
- Anti-acne and sunscreen
- Moisturizer
- Bleach
- Transparent skin cream
- VIVA
- F&Y
- Xtra oil control talc
- Moisturising lotion +sunscreen
- Brightness talc range
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- Horizon 2:
- Pond's naturals
- Pond's teenage
- Hair removing cream and astringent
- Oil control powder
- Home facial range
- Face mask
- Natural range -12 hour talc base
- Oil control cream
- Pond's shampoo and hair-care
- Pond's soap
- Pond's oil control range
- Pond's fairness range
- Pond's fragrance range
- Horizon 3:
- Tinted moisturizer
- Pond's liquid spray talc
- Bleach
- Hair Range
- Beauty parlour
- Cosmetic range
- Pond's institute, university of beauty
- Pond's cosmetics
Pond's Activation Platform
- Activating the quest for beauty
- 365 days beauty pursuits
- Expert advice in magazines
- Beauty tips on sponsored programs
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4. - Beautician's courses
- Beauty camps
- Leafelets at beauty parlours
- Beauty kiosks
- Helpline centre
- Cross promos with beauty products
Pond's must wins for 2003
- Reposition talc as a beauty product by showing facial use and visible
difference
- Moments of truth advertising ideas adopted universally
- Flawlessly activate F&Y to achieve 26 c NPS
- Tap the youth segment with 1 large innovation, anti-acne wash
- Launch VIVA for 10c NPS by SQ 2003
- Re-stage DFT communication to pioneer Pond's beauty credentials
- Activation platform on 365 reasons to be beautiful to support 'everyday
beautiful'
- Drive penetration for small packs
- Launch VIVA and F&Y successfully
- Shift thrust of all communication to beauty across range
- Pond's naturals range with exotic ingredients
- Advertising and promoting everyday products
- Pond's teenage range
- Takc range 'price correction'
- Strong activation platform based on '365 day beauty'
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