Ponds talcum powder

Survey on Ponds Talcum Powder

Structure

• Introduction• Frequency of TOMA• Crosstab Analysis• Chi-square test• Pie charts– Parameter Classification– Personifying Ponds

• Conclusion

Introduction ..

Pond's is a brand that has been carefully nurtured by HUL. Till 1980's Pond's were a household name in talcum powders.

Later the talcum powder faced competition from other categories, we call it as boundary blurring. Hence Pond's had to enter to different categories in the cosmetic market.

Pond's have a market share of around 65% in the 600 crore Indian talcum powder market.

Subsequently Pond's also became a generic name in the Winter care market. Pond's brand was known more during the nineties for its cold cream.

Pond's is targeting at the premium skin care market in India which is estimated to be around 325 crore. Currently Pond's is also aiming at the super premium segment.

Baseline " As beautiful as you want to be “

Pond's is a brand for " Well grounded, self assured, and confidence "

In the talcum Powder category , Pond's have many variants like Dream Flower, Sandal, Prickly Heat ,and recently relaunched Magic. This has ensured that the leadership position remains intact.

Competitors of ponds talcum powder

Johnson and Johnson

Spinz(Cavinkare)

Cinthol(Godrej)

Objectives

• To test whether the overall market share of Ponds powder has come down because of change in today’s lifestyle.

• Ponds feels it needs to do such a survey to check whether its only a female product

Frequency of TOMA

Cross Tab Analysis

Cross TabsCurrent Brand vs Occupation

Is Ponds Talc only a Female Product?

Buying Decision Parameters

Chi square tests

Hypothesis

• Ho= Current brand is independent of Age- group

• Ha= Current brand is not independent of Age-group

• P=1 and Alpha= 0.05• As P>Alpha i.e. 1>0.05• Therefore Accept H0• Current brand and Age-group are

independent of each other

Hypothesis

• Ho= Current brand is independent of Family Income

• Ha= Current brand is not independent of Family Income

• P= 0.499 and Alpha= 0.05• As P>Alpha i.e. 0.499>0.05• Therefore Accept H0• Current brand and Family income are

independent of each other

Parameter Classification

Pie chart

34

42

42

31

Personifying Ponds Talcum powder

33

95

Reasons for success

• Consistent Quality• Constantly improving• Latest Technologies• Effective ingredients• Unique fragrances

Conclusion

• Not only a female product.

• Market share has not come down.

• Usage of majority is Ponds though the TOMA is some other brand.