Principles of marketing 2011 About Pond's beauty cream
Transcript of Principles of marketing 2011 About Pond's beauty cream
Welcome to my
presentation
Prepared by-Md.Tanvir Hossain
ID:122200070
Dept of BBA
Eastern University
Topic: POND’S White Beauty
Contents:
Context of product
Position in market
Buyers & target group
Target market segment
Challenges
Proposed position
Product specifies
How we take those challenges to achieve
Implementing the plan
Survey
Steps before launching
SWOT Analysis
Query ?
Context of product
POND’S White Beauty:
• Brand position: 3rd
• Color: White
• SPF: 15
• Distribution: Distributor & company vehicle
• Advertising: Electronic media, newspaper & magazine
• Position in market: Based on current market
situation we can start competing 3rd sales in the market as high quality, affordable price, convenience to distribute the products.
• Buyers & target group:
Reseller group: Market shops, Department shop
Consumer group: Only female (13-30 age)
Target market segment
Geographic
Demographic
Psychographic
Behavioral
Challenges
Increase production in a short time period
Introducing product to all cities & towns
With this understanding that this product has cut across age groups and skin care requirements to better it's portfolio.
Proposed position
Serious in maintaining high quality product.
Give fairness, skin lightening, moisturizing and other skincare segments.
Product specifies
Contains Pro-Vitamin B3 and SPF 15
Complete UV range protection as it protects against both UVA and UVB rays
Works from within to help reduce dark spots
How we take those
challenges to achieve
• For usual group:
TV advertisement for consciousness building and remind.
Free distribution in front of different popular women’s beauty parlors, markets, universities etc
• For rural group:
Radio advertising for awareness of the product.
TV advertising like BTV channel for awareness of the product.
• To covering the niche marketing:
Giving late pay facilities.
Implementing the plan
Implementing Plan
1st Phase 2nd Phase 3rd Phase
Implementing the plan
• 1st phase ( Feb 09- May 09):
Billboards, advertising boards on different popular markets, women’s parlors, roads will be covered to make awareness about the new product.
TV and FM radio advertisement will be given forstrong consciousness.
Implementing the plan
• 2nd phase ( June 09- step 09):
A promotion program will be started like buy 1 and get 100ml. pack free.
Some visitors go to home to home for introducing and selling the product.
Implementing the plan
• 3rd phases ( Oct 09- Jan 09):
Some small free product will be given with the product.
Reminder will be continued TV channel FM radio, magazine, newspapers, billboards & postures.
Survey
Customer satisfaction
Any complain from the customer
Customer rating system analysis
Any damage for using the product ( if )
• Other activities:
Banners of 1000 pcs.
Sample pack of distribution in ‘ Valentine’s day’
Al least 7-8 billboards for Dhaka city & other cities.
Road campaign
Press conference
Steps before launching
In Dhaka city only some selected distributor will the product first on 20 Jan.
The questioners will be used to judge the satisfaction of the customers.
SWOT Analysis
SWOT Analysis
Strengths Opportunities
Weaknesses Threats
SWOT Analysis
• Strengths:
Expert and experienced management
Maintain strong delivery schedule
Strong financial support
• Weaknesses:
Pond’s white beauty is a new product of the company
Lack of proper knowledge about the market and the demand.
SWOT Analysis
• Opportunities:
Company has good image in the market
Company has a lot of vehicles to deliver the product
• Threats:
The present manufacturers are also strong competitors.
High cost of the raw materials
Query?