Ponds Swot Analysis

Marketing Design and Innovation

Task 1 : Understanding Ponds Product and Service Design and Innovation

Ponds is one of the oldest product offered by Unilevers. Within one and half century, ponds had shelved out a brand of itself in billions of heart as the skin care across more than 100 countries. One may still remember the “GUGLI WOOGLI WUSH” advertisement of ponds cold cream which nourishes a female skin as beautifully as a kids skin.

Launched in 1846, Globally, ponds remains the fifth most profitable personal care . It is possible since Ponds marketing design kept the customers need a top priority and preferences a top priority in innovations. This resulted in one of the most preferred brands in the top of the mind of customers. Its customer orientation had resulted in brand preference. With a reported losing ground on anti-aging factor and at the same time to remain ahead of the competition, Ponds need to keep innovating the product i.e. needs to keep the product development a priority and also keep updating the marketing strategies.

This report is an attempt to understand the product development / innovation path of Ponds. This shall be in line with the industry needs as well as the changing market dynamics, SWOT analysis to understand where does the brand stands as of now, and does it need to rework on its marketing strategies to remain in the present position or modify the same.

Introduction

Pond’s Cream was extracted as a healing tea by pharmacist Theron T. Pond from witch hazel and was initially named “Golden Treasure” in 1846 in Utica, New York, United States of America. This was initially developed as a medicine for healing against small cuts and other ailments and a company was formed with the name of "T.T. Pond Com...

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...ends etc may significantly influence a potential buyer. Moreover a promotional scheme may help in frequent usage of the product by a regular customer; also it may assist in positive feedback to the known ones by the user. Hence it can be perceived that the brand loyalties remain high. That’s why when anti-aging cream was not picking in China, Ponds got some 150 women to try the product without knowing the brand and let them raise their verdict to the world at large. This resulted in an enhancement of 13% sales and many fold raise in the brand goodwill.

Ponds distribution network is also a case study in itself. Distributors, retailers and import agents of Ponds have always ensured timely supply of complete range of the products to the user. Being one of the oldest companies with strong distribution network, Unilever Ponds is way ahead of its competitors.

References