Character Fair & lovely ponds emami

Product  Fair & lovely Anti  Bio-Hydrate Hydration  Fair and

marks cream Cream Handsome
 Fair & lovely -  Clarant B3 for normal – oily  Emami Naturally
Ayurvedic balance skin fair
 Fair& lovely  Clarant B3 for normal – dry
Forever Glow skin
 Fair & lovely -  Rejunveness
Multi Vitamin  Dry Skin Cream
Cream  Luminous Moisture
 Ponds BB+ cream

Price Competitive pricing Competitive pricing strategy Competitive pricing

strategy
Place HUL‘s wide spread
distribution network,
comprising of 2900
stockists, 1 million direct
outlets and 6.3 million
outlets totally.
Promotion TV, Billboards, newspapers and
magazines
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.
TV, Billboards, newspapers, magazines and
social media promotions
strategy
Distribution channel of
the comany is well-
organised, efficient and
fast and to maintain that
it has 33 warehouses,
3250 distributors and
6500 sub distributors with
direct reach across 7.3 Lac
retail outlets.
TV, Billboards, newspapers,
magazines and social media
promotions
Segmentation Geographic
Demographic age
between 12-45, gender
-female and income -1-
3 lakh  1950s the target group that PONDs
Targeting a selective targeting
strategy in order to
appeal to its respective
customer groups.
Positioning Beauty cream capable of
providing fairness within 6
weeks
Market share 42%
Competitors Emami, nivea
USP Power of Beauty /
Maximum fairness
Sale and 24000 cr
revenue
PONDs has large market segment as
it targets housewives, students,
professionals with its extensive care
and treatment products. In the early
was aiming are the ladies above
30yrs of age. PONDs is aiming at the
super premium segment. Currently
PONDs target ladies above 20 years
Gender: Women Age Group: 25-65 Fair and Handsome is
Location: Metros, Cities & Larger targeted at young urban
towns Income Slab: 50 thousand men aged 15- 35.
and above. Psychographics:
Confident decision makers Love to
socialize, go outdoors and enjoy
life. 
positioned as soft and gentle positioned as
moisturizing nature products. the fairness cream that
can make
men handsome and
also attractive to girls
11%  Fare and handsome,
enjoys current market
share of over 65% in the
men's fairness cream
category
Johnson & Johnson, LOreal ,Garnier , HUL,future retail, Godrej
Olay Consumer Product
New products customized to their _
skincare needs
12890000 $ 20000 cr
Swot s- brand name, global foot S-  free from toxic and mercury,more S- value for money
print, uniliver support, varities , packaging of PONDS products,Advanced R&D.
popular advertisement products are eye-catching W- multiple
w- Product Lack of W – limited sizes in indtermediaries,tight
Natural Ingredients, packaging,distribution is not well pricing
Controversies spread,prices are comparatively O – online retail,product
o- market is bigger high innovation
Introduction of ‘Menz
O - Expansion of cosmetics industry T – increased duties and
Active’ fairness
into semi-urban and rural areas of cess on the FMCG,Existing
cream for Men
the country Targeting audience from and nw competitors
all age groups
T- Increasing
Competition, T - Affordable price of internationally
A threat of Protests, well-known cosmetics, There are
Increasing popularity of people who misuse the packaging of
herbal products PONDs to be exchanged with other
products with less quality.
Tagline/ More than just Fairness, where your real age vanishes; Be Fair, Be Handsome
Slogan Clear Fairness Ponds, for timeless beauty; The
miracle is you
Social media Twitter,facebook,youtube,instagram