IMC Ponds Age Miracle
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Transcript of IMC Ponds Age Miracle
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Presented by : Anand Tuteja 40Nandita Katiyar 54
Symbiosis Institute Of Management Studies
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Situation Analysis
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Anti age products in India
2006-07 2007-08 2008-09
4290
300
No effect of recession – “lipstick effect” of great depressionHigh end products - growthAge group 25-30 – 500% growth
GLOBAL MARKET SIZE = $ 162 bn
US MARKET SIZE = $ 72 bn
GLOBAL GROWTH RATE = 11.1 %
US GROWTH RATE = 9.5 %
Global
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Current Communications Campaign
In Just 7 Days Age Spots Disappeared In 7 Days
Wrinkles Reduced In 7 Days
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Communications effect researchMeasurement Technique : Administering questionnaire- open ended questions Data Collection approach : Consumers: Online questionnaire to be answered after watching the Pond’s age miracle ad attached in the mail Sample Obtained : Consumer Sample = 50All women in the age group of 25-50 in the households with annual income of 6 lacs per annum
Communications Effect Research
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30% women felt that the product’s packaging is attractive and was shown very well in the ad
Important Results
70% women said the main message is that if you use this product your husband will fall in love with you again
85% women say the ad wants people to believe that this product can bring back the lost romance in their lives
5% women said that they will buy the product after seeing the ad
50% women believed that the ad is too shallow in its approach
30 women felt home is the right place to reach them with this ad whereas 30% women felt the best place to reach them with this ad is when they are shopping for cosmetic or personal care products
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Target Market Analysis
Women above 25
SEC A
Spend high on personal care
Conscious of looks
Target Market
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Positioning Strategy
• Positioning by attribute, benefits and users • Laddering technique to arrive at strong, unique and favorable brand association
Laddering technique
Confidence
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Message Strategy
Rewards
Rational Sensory Ego satisfaction Social
Experience
Incidental to use Product in use Results of use
Thus the message would be a rational and social reward promise connected with results of use experience
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Creative Strategy
Transformational appealPositive emotional appeal – aspirational valueCharacter of women in the advertisements - intrinsic
confidence, self sufficiency, excellence in their field
Tagline - “THE MIRACLE IS YOU”
Message source
No celebritiesWomen with following qualities
SuccessfulIntelligentConfidentBalanced personality
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Media Strategy
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Stage 1
Stage 1•Teaser ads•PR- press kits•Direct marketing
Stage 2 •Television ads
Stage 3 •Enhance the website•Brand community
Stage 4 •Contests about personal lives•How did Pond’s age miracle help to boost your
Stage 5 •Sales promotion•Billboards and hoardings
Stage 6 •Sponsoring events like Mrs. India•Charity work like donations to old age homes
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Building brand community
Activities
Pond’s age miracle theme partiesCommunity website
The Miracle
divas
Idea sharing
Online discussion forumsWriting product reviewsFeatures such as “ how Pond’s helped me work a miracle”?
Community benefits
Gift packs
Discount coupons
Opportunity to be featured in Pond’s ad
Product Information
DisseminationoPond’s beauty magazine
oNew products to be introduced in the marketoGrievance forum
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Sales Promotion
Sampling
Demonstrations
(chromometer tests)
Premiums and gifts
Exhibits
Contests, games and sweepstake
s
Tie - ins
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Direct Marketing
Catalogues
Mails
Electronic shopping
TV shoppingFax
mails
E mails
Voice mails
Blogs
Websites
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Public Relations
Press kits
Speeches
Seminars
Annual ReportsCharity
Publications
Lobbying
Company magazine
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Integrated Communications Campaign
Public Relations
Direct marketing
Sales Promotion
General advertisin
g
Message: You need more than nutrition, sleep and fitness to fight signs of ageing
Message: Pond’s age miracle helps boost
your confidence
Message: Your beauty enhances with your
confidence
Message: Pond’s age miracle has products
to address your specific needs
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Multiple vehicle- multiple stage campaignNo information rivalry
Print ads
Public relation
sTV ads Website
Direct marketi
ng
Sales promoti
on
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Thank You