Escolar Documentos
Profissional Documentos
Cultura Documentos
l
Of Management Studies
Presented by :
Anand Tuteja
40
Nandita Katiyar
54
Situation Analysis
GLOBAL MARKET SIZE = $ 162 bn
US MARKET SIZE = $ 72 bn
GLOBAL GROWTH RATE = 11 . 1 %
US GROWTH RATE = 9 . 5 %
Globa
l
85% women say the ad wants people to believe that this product can bring ba
hat if you use this product your husband will fall in love with you again
this ad whereas 30% women felt the best place to reach them with this ad is when
Target Market
Analysis
Target
Market
Positioning
Strategy
• Positioning by attribute, benefits and users
• Laddering technique to arrive at strong, unique and
favorable brand association
Laddering technique
Confidence
Message Strategy
Transformational appeal
Positive emotional appeal – aspirational value
Character of women in the advertisements -
intrinsic confidence, self sufficiency, excellence
in their field
No celebrities
Women with following qualities
Successful
Intelligent
Confident
Balanced personality
Media Strategy
Building brand community
Activities Idea sharing
Online discussion
Pond’s age miracle theme parties forums
Community website Writing product reviews
Features such as “ how
Pond’s helped me work a
miracle”?
The Miracle divas
Product
Community benefits Information
Gift packs
Discount coupons Dissemination
Opportunity to be oPond’s beauty
featured in Pond’s ad magazine
oNew products to be introduced
in the market
oGrievance forum
Multiple vehicle- multiple stage campaign
No information rivalry
Thank You