Description
SWOT ANALYSIS OF PONDS
Pond’s
Parent Company
HUL (Unilever)
Category
FMCG
Sector
Personal Care – Skin Care
Ponds: where your real age vanishes; Ponds, for timeless beauty; Tagline/ Slogan The miracle is you
Pond’s, has been listening to women’s needs and desires for 150 USP years and delivering new products customized to their needs
STP
Segment
Personal Skin Cream – Range of variant creams
Target Group
Women with beauty as a priority
Positioning
Helping women across the world to help care for their skin
SWOT Analysis
1. Pond’s has many good quality products which care for and restore the skin’s natural balance 2. Pond’s range includes Pond’s Age Miracle, Flawless White, Perfect Results and White Beauty 3. Products are free from any toxic or mercury content 4. Excellent advertising and branding as Pond’s is one of the most recognized brands 5. The packaging of Pond’s products are eye-catching, suitable for its Strength target market
1. Most products have limited packaging sizes, which may be inconvenient for some consumers 2. Intense competition in the cosmetics industry from international Weakness brands
1. Expansion of cosmetics industry into semi-urban and rural areas of the country Opportunity 2. Targeting audience from all age groups
1. High price for the products can limit potential consumers 2. Cosmetic Care still not a market in rural parts of the country Threats 3. Availability of cheaper products from other brands in the market
Competition
1. Nivea Competitors 2. Charmise
doc_936874845.docx
SWOT ANALYSIS OF PONDS
Pond’s
Parent Company
HUL (Unilever)
Category
FMCG
Sector
Personal Care – Skin Care
Ponds: where your real age vanishes; Ponds, for timeless beauty; Tagline/ Slogan The miracle is you
Pond’s, has been listening to women’s needs and desires for 150 USP years and delivering new products customized to their needs
STP
Segment
Personal Skin Cream – Range of variant creams
Target Group
Women with beauty as a priority
Positioning
Helping women across the world to help care for their skin
SWOT Analysis
1. Pond’s has many good quality products which care for and restore the skin’s natural balance 2. Pond’s range includes Pond’s Age Miracle, Flawless White, Perfect Results and White Beauty 3. Products are free from any toxic or mercury content 4. Excellent advertising and branding as Pond’s is one of the most recognized brands 5. The packaging of Pond’s products are eye-catching, suitable for its Strength target market
1. Most products have limited packaging sizes, which may be inconvenient for some consumers 2. Intense competition in the cosmetics industry from international Weakness brands
1. Expansion of cosmetics industry into semi-urban and rural areas of the country Opportunity 2. Targeting audience from all age groups
1. High price for the products can limit potential consumers 2. Cosmetic Care still not a market in rural parts of the country Threats 3. Availability of cheaper products from other brands in the market
Competition
1. Nivea Competitors 2. Charmise
doc_936874845.docx