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INTRODUCTION INTRODUCTION 

Theron T Pond, a Pharmacist from Newyork introducedTheron T Pond, a Pharmacist from Newyork introduced Pond'sPond's

ExtractExtract, in 1846. It was a Witch, in 1846. It was a Witch--hazel based wonder producthazel based wonder productwhich could heal small cuts and other ailments. " Pond's Goldenwhich could heal small cuts and other ailments. " Pond's GoldenTreasure" .Treasure" .

Pond's range of products were in India from as early as 1947.Pond's range of products were in India from as early as 1947. Pond's are among the most trusted brands in India as it is knownPond's are among the most trusted brands in India as it is known

forfor1 Consistent Quality1 Consistent Quality2 Constantly Improving &2 Constantly Improving &

3 Changing with times3 Changing with times

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VARIOUS POND¶S PRODUCTS:VARIOUS POND¶S PRODUCTS:

PowdersPowders(Pond·s Magic Acacia(Pond·s Magic Acacia-- Honey, Pond·s Magic Oil control, DreamHoney, Pond·s Magic Oil control, DreamFlower, Sandal, Prickly Heat)Flower, Sandal, Prickly Heat)

CreamsCreams(Moisturizing cold cream, Pond·s age miracle cream, Pond·s flawless(Moisturizing cold cream, Pond·s age miracle cream, Pond·s flawless

white cream, Pond·s pinkishwhite cream, Pond·s pinkish-- white glow cream, Pond·s perfectwhite glow cream, Pond·s perfectcream)cream) CleansersCleansers

(Pond·s daily face wash, Pond·s age miracle facial foam, Pond·s(Pond·s daily face wash, Pond·s age miracle facial foam, Pond·sflawless white facial foam, Perfect matte oil control cleansingflawless white facial foam, Perfect matte oil control cleansingfoam, Clear solution pimple care facial scrub)foam, Clear solution pimple care facial scrub)

MoisturizerMoisturizer(Pond·s white beauty)(Pond·s white beauty) TonerToner

(Pond·s white beauty Detox)(Pond·s white beauty Detox)

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MARKET STR  ATEGIES OF POND¶S MARKET STR  ATEGIES OF POND¶S 

After 1980·s, Pond's entered to different categories in theAfter 1980·s, Pond's entered to different categories in thecosmetic market .cosmetic market .

oo HLL decided bought Pond's and positioned its potential as an allHLL decided bought Pond's and positioned its potential as an allpurpose skincare brand.purpose skincare brand.

oo In 2006, it captured the skin care needs with antiIn 2006, it captured the skin care needs with anti-- ageing, skinageing, skin

rejuvenation and antirejuvenation and anti-- wrinkle products.wrinkle products. Pond's used the baseline "As beautiful as you want to be", in thePond's used the baseline "As beautiful as you want to be", in the

advertisement to attract the ladies.advertisement to attract the ladies. Pond's introduced many variants like Dream Flower, Sandal, PricklyPond's introduced many variants like Dream Flower, Sandal, Prickly

Heat and Magic in order to sustain the competition observed in theHeat and Magic in order to sustain the competition observed in thefield of talcum powder.field of talcum powder.

Pond's used campaigns and events (the prestigious Pond's FeminaPond's used campaigns and events (the prestigious Pond's FeminaMiss India) to create and capture the attention of the IndianMiss India) to create and capture the attention of the IndianWomen.Women.

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RIV  ALS OF POND¶S COS M ETIC RIV  ALS OF POND¶S COS M ETIC 

R  ANGE R  ANGE 

VatikaVatika EveryuthEveryuth AyurAyur FlexFlex DoveDove

LakmeLakme LotusLotus JolenJolen Clean & ClearClean & Clear GarnierGarnier HimalayaHimalaya

PearsPears PalmolivePalmolive NyleNyle NiveaNivea VaselineVaseline NycilNycil

Dermi CoolDermi Cool Many moreMany more

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OBSERV  ATION & RESU LT OBSERV  ATION & RESU LT 

On the basis of liking of brandOn the basis of liking of brand

On the basis of category of Pond·s product used most frequentlyOn the basis of category of Pond·s product used most frequently

On the basis of reasons for using Pond·s productsOn the basis of reasons for using Pond·s products

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On the basis of liking of brandOn the basis of liking of brand

Name of thebrand

No of the votes Total no ofvotes

% liking

Pond·s 10 23 43.4

Nivea 1 23 04.3Vaseline 1 23 04.3

Oriflame 2 23 08.6

Everyuth 1 23 04.3

Garnier 4 23 17.2Lakme 3 23 12.9

Johnson &Johnson

1 23 04.3

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On the basis of category of PondsOn the basis of category of Pondsproduct used most frequentlyproduct used most frequently

0

10

20

30

40

0 1 2 3 4 5

Cream Talcum

Powder 

Cleanser 

Moisturizer 

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On the basis of reasons for usingOn the basis of reasons for usingPonds productsPonds products

Reason forliking Pond·s

products

No of votes Total no ofvotes

% probability

Advertisement 6 23 26.08

Packaging 1 23 04.35

Quality 12 23 52.17

Price 2 23 08.70

Any other 2 23 08.70

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Conclusions:Conclusions:

Pond·s has captured a big portion of Indian market especially amongPond·s has captured a big portion of Indian market especially amongthe students of the age group of 16the students of the age group of 16-- 25.25.

Though the sample size was small, the information obtained fromThough the sample size was small, the information obtained fromthe data collected can be related to the sales of Pond·s.the data collected can be related to the sales of Pond·s.

Pond·s is famous for its quality as well as the advertisement.Pond·s is famous for its quality as well as the advertisement. The most widely used Pond·s products are pond·s moisturizing coldThe most widely used Pond·s products are pond·s moisturizing cold

cream and talcum powder.cream and talcum powder. Pond·s has been found better than many number of cosmeticPond·s has been found better than many number of cosmetic

brands like charmis, ayur, yet many of the people(51%) have foundbrands like charmis, ayur, yet many of the people(51%) have foundit poor than other products like garnier, lakme and hence they haveit poor than other products like garnier, lakme and hence they haveswitched from Pond·s to other products.switched from Pond·s to other products.

Due to 49% share in market, Pond·s has to work more on its marketDue to 49% share in market, Pond·s has to work more on its marketstrategies especially on packagingstrategies especially on packaging..

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LI M IT  ATIONS & SHORTCO M INGS LI M IT  ATIONS & SHORTCO M INGS 

Marketing strategies of Pond·s were not available.Marketing strategies of Pond·s were not available. Survey conducted only in a particular region (Noida), which doesSurvey conducted only in a particular region (Noida), which does

not give the required data to make judgments.not give the required data to make judgments. Due to the above mentioned limitations, one cannot judge theDue to the above mentioned limitations, one cannot judge the

preference of the population of India.preference of the population of India. Sample size is small (20), hence may not represent the wholeSample size is small (20), hence may not represent the whole

population of (Delhi, Noida, Ghaziabad).population of (Delhi, Noida, Ghaziabad). Sample included only the students of approximately same ageSample included only the students of approximately same age

group and same status, with similar habits.group and same status, with similar habits. Sampling is done on a random basis.Sampling is done on a random basis. Any fault in analysis may be possible due to the presence ofAny fault in analysis may be possible due to the presence of

human factor.human factor.

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SUGGESTIONS SUGGESTIONS 

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BIBLIOGR  APHY BIBLIOGR  APHY 

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