Ponds is a Personal Care brand and is associated with FMCG sector. It was first invented as a patent medicine in the year 1846 by Theron T Pond, a pharmacist. Brand Ponds is of American origins and is a subsidiary of its parent company Unilever. Since its inception Ponds has targeted women as its potential customers but recently it has added men in its customer base with the launch of a new product range. Some of its competitors are as follows-
- Charmise
- Nivea
- Lakme
- Himalaya
- Vaseline
- Olay
About Pond’s
- Type: Beauty and personal care company
- Industry: Consumer goods
- Founded: 1846
- Founder: Theron T. Pond
- Headquarters: New York City, New York, United States
- Area served: Worldwide
- Key people: Alan J. Jope (Chairman) and Sanjiv Mehta (CEO)
- Number of employees: 149,000
Table of Contents
Product in the Marketing Mix Ponds :
Ponds is an iconic and leading brand name. It caters to numerous skin care regime of women and has introduced several innovative products at regular intervals to maintain customer interest. Lately, it has added a product range for men and includes solutions for sun damage, pollution, oil control and pimples like the following
- Pond’s Men Energy Charge Face Wash
- Pond’s Men Energy Charge Moisturizer
- Pond’s Men Pollution Out
- Pond’s Men Acno Clear Oil Control
- Pond’s Men Oil Control
Some of its popular products for women are as follows
BB Creams
- Luminous Finish BB+ Cream in two shades medium and light
Facial Moisturizers
- Bio-Hydrate Hydration Cream
- Clarant B3 for normal – oily skin
- Clarant B3 for normal – dry skin
- Rejunveness
- Dry Skin Cream
- Luminous Moisture
Facial Cleansers
- Cucumber Cleanser
- Luminous Clean Daily Exfoliating Cleanser
- Cold Cream Cleanser
- Luminous Clean Cream Cleanser
- Luminous Clean Cream Wet Cleanings Towelettes
- Exfoliating Renewal Wet Cleaning Towelettes
- Evening Soothe Wet Cleaning Towelettes
- Original Fresh Wet Cleansing Towelettes
Talcum Powder
- Sandalwood
- Oil control
- Dreamflower
- Magic
Make-Up Removers
- Cucumber cleanser
- Cold Cream Cleanser
- Luminous Clean Wet Cleaning Towelettes
- Exfoliating Renewal Wet cleaning Towelettes
- Evening Soothe Wet Cleaning Towelettes
- Original Fresh Wet Cleansing Towelettes
Place in the Marketing Mix Of Ponds :
Ponds is a multinational company that started its operations from the United States. Its manufacturing facility was earlier located at Connecticut and its sales office was relocated to New York City. Currently, Ponds has gained an international market for its products and its presence has spread to countries like Thailand, Japan, Spain and India. Brand Ponds has taken help of its parent company and utilises its distribution network to its advantage. Its channel includes services of wholesalers, distributors, retailers and warehouses to reach consumers via supermarkets, hypermarkets, convenience stores and discount stores.
Price in the Marketing Mix Of Ponds :
Ponds has a strong mass appeal and has always dominated the middle-class segment of society as a product of choice. With the introduction of new products time and again it has gained good market capitalization. Ponds faces stiff competition from numerous rival brands. It has adopted a competitive pricing policy and kept its product prices affordable and reasonable so that it can gain a competitive advantage over its competitors in terms of product prices. In order to attract a wider consumer market, it has also implemented a promotional policy and offers numerous incentives at periodic intervals. This helps in bulk sales and greater revenues.
Promotion in the Marketing Mix Of Ponds :
Ponds is an international brand and has been campaigning for its products since the year 1886 on a national level. Until the year 1910 company publicised under Pond’s Healing brand name. Currently, brand has an aggressive ATL and BTL marketing policy and has launched several informative and beautiful ad campaigns that are shown via an electronic and print medium in popular channels of television, radio, newspapers, reputed magazines related to beauty and beauty products like Vogue and billboards placed at high-profile areas.
Its ads are also displayed via social media portals on Facebook, Twitter and YouTube. Queen Marie of Romania was a regular user of Ponds products and was one of the celebrities associated with this brand. Currently, famous personalities associated with it are Illeana D’ Cruz, Miss India Navneet Kaur and Amy Jackson in India.
Liked this post? Check out the complete series on Marketing Mix
