Prathiba pgp30331 pond's

Brand Extension Analysis: POND’sSUBMISSION 1

PRATHIBA S [PGP30331]

Parent Brand: Pond’s

1846TT Pond company formed

1910Well established brand among Americans

1914Began to advertise ‘vanishing cream’ and ‘cold cream’ together

1923Queen Marie of Romania’s letter of appreciation for Pond’s

1955First Merger

1987Second Merger

Manufacturer: Unilever

1920Unilever formed

1982Unilever repositioned itself as concentrated FMCG company

2001Unilever split into Foods and Home & personal care

2014Unilever purchased Carribbean from its rival P&G

2015Reached the revenue around $70 billion

Products

Facial Cleansers• Original Fresh Wet

Cleansing Towelettes

• Evening Soothe Wet Cleaning Towelettes

• Exfoliating renewal Wet Cleaning Towelettes

• Luminous Clean Wet Cleanings Towelettes

• Luminous Clean Cream Cleanser

• Cold Cream Cleanser

• Luminous Clean Daily Exfoliating Cleanser

• Cucumber Cleanser

Facial Moisturizers• Luminous Moisture

• Dry Skin Cream

• Rejunveness

• Clarant B3" for normal - dry skin

• Clarant B3" for normal - oily skin

• Bio-Hydratante Hydration Cream

Makeup Removers

• Original Fresh Wet Cleansing Towelettes

• Evening Soothe Wet Cleaning Towelettes

• Exfoliating renewal Wet Cleaning Towelettes

• Luminous Clean Wet Cleanings Towelettes

• Cold Cream Cleanser

• Cucumber Cleanser

Brand Extension: Pond’s

1846-1917Beauty, Discovered

Pop princess, Kulie Minogue once said of Pond’s cold cream, It’s all I really use to look after my skin

Brand Extension: Pond’s

1920-1940Age of Royal Approval

The dutchess of Rutland was an ardent fan of POND’s tissues. They were the lovliest facial tissues she had ever used

Brand Extension: Pond’s

1950-1996Re-imagining Beauty

Pond’s showed women how to build an easy, effective regime with the ‘seven day beauty plan’

Brand Extension: Pond’s

2006-2014The skinnovation years

Roll back the years with Pond’s Age miracle. See a difference in 7 days, we promise!

Market share

Pond's

L'oreal

Amway

Others

Pond's L'oreal Amway Others

Particular Pond’s L’oreal Amway

Brand Loyalty Very High High High

Product Line Broad Broad Broad

Target Customer

Vast Concentrated Concentrated

Presence Vast Concentrated Concentrated

Brand Segment

Premium Premium Premium

Satisfaction Very high Moderate to High

Moderate