Strategic Brand Management

Case Study No. 2

Background

The case involves the talcum powder brand ads that we saw during the last SBM class.
Assuming you were awake enough to know what was going on in class that day!

Try and recall the commercials you saw that day. Also recall the discussions we had
about the category and the two brands viz., Pond’s Dreamflower Talc (DFT) and Pond’s
Magic Talc. Some more category information is given below.

Category Information

Face talc has remained the staple skin care diet of the average Indian woman. She has
been using talcs largely as a beauty aid and also to look and feel fresh, post bath. Pond’s
Dreamflower Talc has remained a leader, albeit declining of late, followed by Pond’s
Magic and Pond’s Sandal. There are also dime a dozen brands vying for attention viz.,
Eva, Fa, Cuticura, Spinz etc.

The category has been stagnant lately. Newer categories like deodorants, creams and
lotions have been attracting users. The youth view talc as something their mothers used
and are graduating to the newer categories. Others too seem to have reduced talc usage
on their body affecting the frequency of its purchase.

Task on Hand

 Do you think Pond’s DFT is facing an Identity crisis? Given its many attempts to
reposition itself over the years – trying to evolve from ‘Confidence’ to ‘Courage’ and
now to whatever you think they are trying to do. Do you think its new positioning
would help grow the brand?

 Do you think Unilever was right in merging the two brands DFT and Magic?

 What do you think Levers should do to revive a category that is stagnating and a
brand that is declining?

Solve the case creatively. I wish to see theoretical underpinnings to your answer.

Think more and write less. Don’t do the other way around!