P[/b]onds Dream flower Talc has evolved over the years. Evolution with change- But, has the change been for good? If DFT were a woman, she would probably be looking in to the mirror and asking herself, “Who am I?” There is just one apt word to describe the act of UL, when they have played with the positioning of a clear market leader - Schizophrenic. (Schizophrenia is a mental disorder which is characterised by disintegration of the process of thinking)
From freshness to confidence to fragrance to courage to softness and beauty to protection from pollution and back again to fragrance is quite a long journey (And quite a roundabout one at that) But that is what they have done.
The Pond's woman is well-grounded, self-assured and confident. She takes pride in her individuality and thrives in achieving her goals, to be her best, and stands up for what she believes is right. Pond's enhances women and their femininity, contributing to the positive effect of her beauty. The beauty of Ponds is reflected in the confidence these women exude.
Today Ponds Dreamflower Talc is all about beauty (Post merger of DFT and Ponds Magic). The new positioning that reflects on the new tagline, “Khoobsurati jo dewaana bana de” (Beauty that makes you go crazy) doesn’t come across as anything to customers. The new positioning would do little towards growth of the brand.
P[/b]onds Dream Flower talc has always been about a woman of confidence and conviction. Although it later moved to courage, the core of fragrance and confidence has been predominant for years. It was about a woman who wants to win in a man’s world, without being harsh and rude. It was about women who seek recognition from male counterparts.
On the other hand Ponds Magic was always about attraction. It had an irresistible attraction to it. It was about youth and was for GenY. It was perceived as daughter of parent brand Dream Flower.
By merging both the products, HUL had nailed the last nail on the coffin of a category that was already stagnant. When the products were talking to two different segment of audience, the new merged product fails to convey its positioning.
From freshness to confidence to fragrance to courage to softness and beauty to protection from pollution and back again to fragrance is quite a long journey (And quite a roundabout one at that) But that is what they have done.
The Pond's woman is well-grounded, self-assured and confident. She takes pride in her individuality and thrives in achieving her goals, to be her best, and stands up for what she believes is right. Pond's enhances women and their femininity, contributing to the positive effect of her beauty. The beauty of Ponds is reflected in the confidence these women exude.
Today Ponds Dreamflower Talc is all about beauty (Post merger of DFT and Ponds Magic). The new positioning that reflects on the new tagline, “Khoobsurati jo dewaana bana de” (Beauty that makes you go crazy) doesn’t come across as anything to customers. The new positioning would do little towards growth of the brand.
P[/b]onds Dream Flower talc has always been about a woman of confidence and conviction. Although it later moved to courage, the core of fragrance and confidence has been predominant for years. It was about a woman who wants to win in a man’s world, without being harsh and rude. It was about women who seek recognition from male counterparts.
On the other hand Ponds Magic was always about attraction. It had an irresistible attraction to it. It was about youth and was for GenY. It was perceived as daughter of parent brand Dream Flower.
By merging both the products, HUL had nailed the last nail on the coffin of a category that was already stagnant. When the products were talking to two different segment of audience, the new merged product fails to convey its positioning.