POND’S E S T . 1 8 4 0
RESEARCH
Project Research DE0929 Alice Wookey
Contents Introduction Methodology 1. Current Situation - Brand Analysis - Customer Analysis 2. Competitive Landscape - Direct & Indirect Competitors - Competitor Analysis 3. Primary Research Analysis 4. Market Environment 5. Proposal for the Future Conclusion
Introduction Ponds are a Skincare company founded in 1846 and are best known for their infamous Cold Cream Cleanser and Vanishing Cream. In the early to mid twentieth century, Ponds were extremely successful, gaining accolades from famous actresses, nobility and even royalty in the form of Princess Elizabeth of Greece, who all proclaimed their love for the brand and its products. Since then Ponds have struggled to stay on top of the market, and have faced increasing competition from other classic skincare brands such as Nivea, Olay and more recently Boots No.7 Range. The aim of this document is to discover if the re-branding of Ponds is a viable option for the company. It will explore Ponds as a brand, why they are struggling and how they can be revived through re-branding. This will be achieved through Primary research, including questionnaires, surveys and focus groups, and secondary research involving looking at the current state of the skincare market, how it has been affected by the recent recession and also into women’s spending habits when it comes to skincare. It will also look into their competitors to understand their recent successes. The aim of re-branding is to bring the company back to its former glory as one of the most trusted and reliable skincare brands on the market and also to widen its target audience, whilst still maintaining its loyal customer following. Modernising the brand will be key in doing so.
Methodology To undertake this project a series of in-depth research and analysis will be conducted to see if the predictions of the concept of re-branding are viable. Areas to be looked at include: -
Pond’s current target market Their prospective younger target market Pond’s current situation within the market Their competitors and how they market their products The current state of the Beauty and Skincare market
Primary Research An understanding of the current state of the market and of their existing target market is vital for informing all areas of the proposed concept. Finding out why, how and where women buy skincare is essential. This research will be carried out through the following; - Questionnaires These will be used to gather information on what women are buying, why they buy and what influences them to do so. The information will be collected from women of all ages in order to obtain results from a variety of demographics. - Focus Groups Two focus groups will be conducted. One will include a select group of the younger prospective target audience; women aged between 1820 and another one conducted with Pond’s current target audience, women over the age of 40. These will give information into the characteristics and shopping habits of both age ranges and using two different demographics will ensure that the information gathered will contain a broad range of responses. Secondary Research Journals, books, databases and textbooks will be analysed to give access to expert analysis on global and UK trends within the Beauty and Skincare industry. Key texts will include Re-Inventing the Brand by Jean Noel Kapferer and Inside her Pretty Little Head by Jane Cunningham & Philippa Roberts, which looks in-depth at the female target audience and the female purchasing process. Other sources of information will be magazines, newspapers and websites. I will research into the brand itself, where they sit in the current market and its existing target audience. I will also look into the current Beauty and Skincare market and also Pond’s direct and in-direct competitors. Main aims of the research: - To discover whom their current target audience is. - To establish if there is the opportunity to broaden that target audience. - To discover if the re-branding and modernisation of Pond’s is credible.
Chapter 1 Current Situation This chapter includes brand analysis, evaluation of where Pond’s sits in the current market, history of the brand, customer analysis and information on Pond’s direct and in-direct competitors. This information will help to establish exactly what Pond’s are doing right, what they are doing wrong, who they need to be aiming their products at and what their competitors are also doing.
Current Situation Background – The Pond’s brand was established in 1846 in the US when ‘Ponds Extracts’ was developed by Theron T Pond and their first shop was opened in New York. Pond’s Cold Cream was launched in 1918, and it was for many years known as “The Women’s Beauty Secret’. In 1920 a glamorous advertising campaign and nobility such as Lady Georgina Curzon, Fay Compton and Princess Elizabeth of Greece proclaiming their love for Pond’s boosted the brands popularity. Early advertising focused on Pond’s Cold Cream deep cleansing benefits, with the promise that “Pond’s Cold Cream would change your life” and in the late 1960’s, advertising adopted a more straightforward approach, promising simply that “Pond’s really works”. In 1987 Pond’s was acquired by Unilever and it launched a new range of products supported by promotions and in 1992 they re-branded the company which included re-designing of the packaging. Brand Analysis – Huge interest in the brand followed after a revelation from Kylie Minogue in 2010 that she was big fan of the anti- aging cream and had replaced Botox with Ponds. ‘Sales of the cold cream cleanser increased by 700% within 36 hours of the revelation, making the product a national sell out due to the huge demand’1 Apart from this Ponds have not been successful in recent years and have struggled to stay popular in an increasingly competitive market. Since the 1980s popularity of Ponds has declined, with only 27% of women aged 25 and under having heard of Ponds, and only 7% having ever purchased Pond’s Cream. (See appendix 2.3) Comparing this with 86% of women over the age of 25 who have heard of the brand but only 26% having ever purchased anything from the range. (See appendix 2.4) Customer Analysis Pond’s current target audience is women over the age of 50. These women are familiar with the classic brand, having grown up when the brand was still incredibly popular; therefore these women primarily associate Ponds with their mothers and grandmothers. They are also the Baby Boomer generation; “Baby Boomers are one of the largest beauty care segments, known for their spending power, pro-active health habits and dedication to product research” - Kat Fay, Senior analyst at Mintel. They are married women with children, over the age of 50 and they know what they want and how to get it. To re-target this audience and bring them back to the brand, Pond’s must diminish the association with older women (Mothers, Grandmothers etc) and make the brand feel more up to date and modern. Ponds are not targeting the younger female population, who are an un-tapped source for brands such as Pond’s who have very low market retail prices. Again, these young women see the brand as old and stuffy and associate it with their mother and grandmother, if they have heard of it at all.
1
http://www.nevillemccarthy.com 14:52 22/10/2011
Chapter 2 Competitive Landscape Ponds are facing competition from a large number of other skincare brands including: Johnsons, Nivea, Olay and No.7 from Boots. All of these brands manage to maintain a young, modern feel whilst selling at relatively low retail prices. With the use of new social media, such as Twitter and Facebook and celebrity endorsement, they are captivating a younger audience whilst also sustaining brand loyalty from the older market.
Direct Competitors -Johnsons -Dove -No.7 Boots -Olay -Simple -Nivea All of these relatively cheap brands manage to maintain the loyalty of women over the age of 50 whilst also pulling in new younger customers.
Indirect Competitors -
Origins Bliss Soap & Glory Clinique Benefit Chanel
Competitor Analysis Direct competitors Nivea One of Pond’s main competitors is Nivea. They both sell similar products at a similar price and both target women over the age of 40, yet Nivea has managed to simultaneously target a younger audience as well. Nivea is targeted at every age group of women and men. To coincide with their 100th anniversary Nivea has recently launched a new campaign with several marketing strategies. The primary being, ‘Rihanna for Nivea – Going skin to skin with Global Music Sensation Rihanna’. Among other things, it includes an augmented reality application. This is an interactive experience in which the consumer holds up a limited edition version of the product to a webcam and Rihanna appears on the screen with an exclusive performance; a marketing campaign, which includes television adverts and print advertising and ‘Co-star with Rihanna’ in which the consumer can create their own music video starring themselves and Rihanna. Due to of the amount of interaction between the consumer, Nivea and Rihanna, the campaign has been a huge success.2 Using brand new technology and new social media, means that it has captivated a younger audience, whilst still maintaining its wider, existing audience. No.7 Boots According to primary research surveys (Appendix 2), another of Ponds main competitors is No.7, Boots own range. Recently named as the UK’s leading Cosmetics and Skincare brand 3 , No.7 have had huge success over the last few years. In 2007 they launched their Protect and Perfect Range and after a BBC documentary declaring that the Anti-aging serum actually worked sales increased by 2000% the same day 4 and they sold a years supply of the product in a fortnight. 5 This immediate and unprecedented success was generated also by social media. Thousands of reviews, recommendations, posts and comments about the brand and this new product range were found online within days therefore creating hype around the brand. Of the over 25s women interviewed during the focus groups, all of them said that recommendation, either from friends, family or from magazines and internet forums, was the number one influencer when it comes to buying skincare products. (See appendix 2.2)
2 http://www.reuters.com/ 18: 46 11/12/2011 3 http://www.allianceboots.com 15:38 18/12/2011 4 5
http://branding20.wordpress.com/ 12.45 18/12/2011 http://www.guardian.co.uk 14.27 18/12/2011
They have recently launched a new advertising campaign and introduced a new brand positioning which; ‘Focuses on real women and the reward they feel from using the products’ – Amanda Walker, Head of No.7. They have not used airbrushing or enhancements such as false eyelashes in the adverts and are using age appropriate women to advertise their products. By showing un-airbrushed and more natural looking women in their adverts, No.7 are gaining the respect and trust of older women who feel they are being properly represented. This is a similar approach to the recent ‘Real Women’ campaign by Dove for their Pro Age range, which hugely successful.
Indirect competitor Soap & Glory Soap and Glory are a comparatively new skincare company established in 2006 by entrepreneur Marcia Kilgore, inventor of the FitFlop and owner and creator of Bliss, another incredibly successful skincare company and Spa. The brands main target audience is women between the ages of 18 and 35. They use quirky, retro inspired packaging and inventive product names such as “No Clogs allowed” Detox Mask and “Sexy Mother Pucker” Lip Gloss, appealing to a younger audience and giving an altogether fun and humorous aspect to their brand. They also have relatively low, competitive prices, with products retailing from £4.50 upwards and are often on offer in Boots, with deals such as 3 for 2, enticing customers “Women seem to love the fun approach. More than seven million Soap & Glory products have been sold globally since the range launched in 2006. It’s due in no small part to the very competitive pricing and its availability in Boots stores in the UK” – Lisa Martwell, Journalist for the Independent (Sept 2009) They recently launched the “2-MINUTE RINSE™ campaign - A quick, easy to do 120-second shower became de rigueur for those worried about the approaching global water 6 shortage” appealing to the current trend of environmental awareness and have recently launched a new make-up line, expected to be just as successful as the skincare line.
6
http://www.soapandglory.com/blog/about-us/ 17:40 28/12/2011
Chapter 3 Primary Research Analysis Surveys and Focus Groups were conducted with both women aged 25 and under and women over the age of 25. The two different age groups were chosen to represent two different demographics of women. The younger generation, to whom skincare is seen not as a fundamental part of their routine and women over the age of 25, to whom skincare and antiaging products are a daily essential. According to Mintel, 25 is the age that many women (31%) begin to use products with wrinkles in mind 7 and almost half (48%) of the female population age 16+ uses anti wrinkle creams.8
7
Mintel (2011) ‘Radiant Sales for UK Women’s Facial Skincare market’. Mintel Press Release. Sept 2011. UK
8
Mintel (2011) UK Facial Skincare: Mintel marketing report. June 2011. UK
Primary Research Analysis Both of these surveys highlight certain and obvious differences between the two age groups and also certain similarities. These will need to be taken into account concerning subjects such as price, packaging and celebrity endorsement.
Survey Results for Women age 25 and under Have you ever heard of Ponds?
A massive 73% on women age 25 and under have never heard of the brand. This clearly shows that Ponds are not gaining the interest of the younger target
Have your ever purchsed Ponds?
This chart shows what percentage of women age 25 and under have ever purchased Ponds Cream. Of 100 women, only 7 said that they had.
If you knew Kylie (or another celebrity) used it, would that influence you to buy it?
When asked if they were more likely to buy a product if someone like Kylie Minogue (who is famously a fan of Ponds) or another celebrity who they admired, admitted to using Ponds, 74% of the women said they would. This proves that Celebrity endorsement would be a viable option for Ponds re-branding. – ‘Celebrity Endorsement (and) the culture of celebrity plays to financial skincare’s advantage’9 Would the price (£4) influence you to buy it?
When told that the recommended retail price for Ponds Cream is only £4.49, Most of the women were quite surprised and said that they would consider buying the product now, bearing in mind the low cost and that a reasonable price was a major factor when it came to buying skincare products. This shows that were Ponds better known and more widely available, women would be more interested in buying the products. What is your opinion of the Ponds packaging?
When shown pictures of the current product packaging, over half of the women thought it was dated and boring with only 11% saying they thought it was modern and elegant. 9
Mintel (2011) UK Facial Skincare, Strengths and Weaknesses in the Market: Mintel marketing report. June 2011. UK.
Does the Packaging of beauty products influence what you buy?
A massive 82% of women aged 25 and under said that packaging was a big influence when buying beauty products. Taking into account that 54% of women thought that the current Ponds packaging is dated and boring, this is a major factor to consider when re-branding. Are you more likely to buy something if you have tried a free sample first?
83% of women aged 25 and under agreed that they are more likely to buy something if they have had the opportunity to try a sample of it first. When asked why, some of the answers included; ‘Yes, if I’ve used it and I liked it, I will buy it.’ & ‘Yes, so you can see what the product is really like before buying a whole pot’ , Handing out free samples to women is a major marketing strategy – “Getting a free sample into the hands of a women is the surest way of making her a product user – more than 4 in 10 women use skincare products they’ve first tried as a free sample” 10 What Skincare brands do you currntly use?
When asked what brands they currently used, Nivea was the most popular amongst the women, with 52 women using it. Johnsons came second with 49, then Simple with 48, No.7 Boots came in as the forth most used brand with 39 and 18 women said they used Olay. This shows us clearly who Ponds main competitors are for the younger target market. 10
Mintel (2011) UK Facial Skincare: Mintel marketing report. June 2011. UK.
Survey results for Women over the age of 25 (Appendix 2.4)
Have you ever heard of Ponds?
86% of women over the age of 25 were familiar with the brand. This is understandable considering that many women over the age of about 40 will have been exposed to the brand during the 1980s and earlier, when the brand was more popular and well known.
Have you ever purchased Ponds Cream?
Considering that 86% of the women have heard of Ponds, only 26% have ever purchased any products. This could be attributed to the fact that many women associate the brand with their mothers and see Ponds as very old fashioned and out of date. (See appendix 2.4 )
If you knew Kylie (or another celebrity) used it, would it influence you to buy it?
Just over half of the women aged over 25 said that they would be influenced by celebrity endorsement. This concurs with the focus group, in which a lot of the women said that celebrity endorsement was not important and that recommendation was the largest influence when buying skincare. – “Communication, word of mouth and personal recommendations are important skincare decision influencers for women”11
Would the price (£4) influence you to
When told about the low retail price, again, most of the women were surprised and said that they would consider buying the product as a cheaper alternative. What is your opinion of the Ponds Packaging?
When shown pictures of the current product packaging, just under half thought it was boring and dated. A larger number than the women aged 25 and under thought that it was classic, showing the differences of opinion between the older women and the younger women. This would need to be taken into consideration when designing new packaging for the products.
11
Mintel (2011) UK Facial Skincare, Strengths and Weaknesses in the Market: Mintel marketing report. June 2011. UK.
Does the packaging of beauty products influence what buy?
This time, with the older women, only 60% said that the packaging influenced what they bought. This again, concurs with the focus group, in which recommendation was deemed by far the most influential factor
Are you more likely to buy something if you have tried a free sample first?
A huge 82% of women over 25 said they were more likely to buy something if they have had the opportunity to try a sample first. This is extremely similar to the women 25 and under, What brand do you currently use?
When asked what brands they currently used, the most popular answers were No.7 Boots and Nivea, with 20 women each saying that they used them. Olay came third with 19 women admitting to using the brand and Simple and Johnsons were both mentioned as being used.
Focus Groups Invaluable information was gained from both focus groups, again highlighting the differences and simililarities between both age groups.
Focus Group 1 – Fashion Communication Students between the ages of 19-20 (Appendix 2.1) The main focal point of the focus group was to discover why young women buy skincare and what factors influence them to do so. The following was revealed; - None of the young women in the focus group were familiar with the brand Ponds. - The main competitors for the younger skincare target market are Simple, Nivea, Soap & Glory and Garnier. - 50% of the women preferred packaging to be quirky, fun and interesting, in the style of Soap & Glory/ Benefit. - 50% of the women preferred the opposite; simpler packaging, echoing the high-end beauty counters, yet still liked some colour and wanted it to be interesting to look at. - Most of the young women admitted to being extremely influenced not only by the packaging but also by the brand name and reputation itself. - 80% of the women said they would be more likely to buy something having tried a free sample first. - All of the young women admitted to also being influenced by television advertising, celebrity endorsement and also by who is selling it to you. For example, if the sales women look good, it can influence them to invest in the product, and vice versa. - They admitted that they would often go for something that is cheaper, to save money, especially considering their student budgets.
Focus Group 2 – Women over the age of 45. (Appendix 2.2) Again, the main focal point was do discover why women over the age of 45 buy skincare and what factors influence them to do so. The following was revealed; - Whilst all the women were familiar with the brand, they had not heard anything about it for a long time. - One of the women strongly associated the brand with her mother. - All of the women saw the brand as very old fashioned and out of date, and associated it with their mothers and a strong smell. - They liked the more quirky, bright and interesting packaging, but all agreed that it was difficult to make out exactly what the product was underneath all of the pictures and colour. They also associated the extravagant packaging with a younger generation. - They all agreed that the packaging isn’t a big influence when buying skincare - The women trusted older and more established brands over new ones. - All of the women said that they would be more likely to buy something after trying a sample first. - All of the women agreed that the most important influence when buying skincare was recommendation, either from friends or in magazines. This was followed by the smell and the texture of the product. - They all agreed that if they liked a product and it worked they would re-buy it and become loyal to the brand.
Chapter 4 Market Environment
Market Environment (Appendix 3) Aspects that will effect the re-branding - The UK is heading into a ‘double dip’ recession and people have less to spend on luxuries such as skincare. Brands such as Ponds, who have relatively low market retail prices, will benefit from this as consumers trade down from expensive skincare products to more affordable options. - ‘The lipstick effect is a theory that when facing an economic crisis consumers will be more willing to buy less costly luxury goods. Instead of buying expensive fur coats, women will buy lipstick.’ ‘Austerity Chic’ and ‘The Lipstick Effect’ are strong trends in the current recession and ‘women continue to spend on little luxuries despite the economic downturn’ - The Beauty and skincare industry is in good health; ‘The UK’s Skincare market has remained afloat amid choppy financial seas growing almost 6% in 2010 to reach £930 Billion’ and a huge “86% of Women use face creams and lotions’ - Women are becoming far more powerful in the retail industry and have more spending power than ever before; ‘Women are responsible for up to 80% of purchase decisions and are fast becoming the most valuable and important target audience on earth’
12 http://www.predictivedomaining.com/ 12:42 23/12/2011 13 Mintel. (2009) Women’s Reactions to the Recession – Beauty & Personal Care: Mintel Marketing Report. June 2009. UK 14 Mintel (2011) UK Facial Skincare: Mintel marketing report. June 2011. UK. 15 Mintel (2011) UK Facial Skincare: Mintel marketing report. June 2011. UK. 16
Mintel (2011) UK Facial Skincare: Mintel marketing report. June 2011. UK.
Chapter 5 Proposal for the Future The aim of the re-branding and modernsation is primarily to bring Ponds back to their former glory of being one of the most established and trusted skincare brands on the market. The aim is also to broaden the current target audience, whilst still retaining their loyal following, from women over the age of 45 to women aged 18 and over. Using the following strategies, Ponds can begin to strive in the extremely competitive modern skincare market and can start challenging its current competition again.
This will be achieved by: - A new marketing strategy - New advertising campaigns - New packaging/shop displays - New PR strategy - New Brand Logo - In-store promotional and publicity events - Celebrity endorsement; Seeing as the brand is aimed at both younger and more mature women, a mother/daughter duo would be a good idea for endorsing the products. Jerry Hall & Georgia Jagger, Pearl & Daisy Lowe or Yasmin & Amber le Bon could be viable options. Resulting in a complete overhaul of the old fashioned Ponds image. Current/Future skincare trends to take into consideration when re-branding; - Organic products - Environmentally Friendly/ Green products - Science/ New Skincare Technology - SPF/ Sun Protection - Retro/Vintage style packaging
Conclusion The research conducted, both primary and secondary, shows that Ponds are the ideal candidate for re-branding. Due to the current economic situation and the subsequent factors affecting the skincare market, Ponds are in the perfect position to broaden their target audience and expand on their current marketing strategies. Feedback from both age demographics suggests that Ponds could be successfully re-branded. By overhauling their current dated and stale image with a combination of new marketing ideas and new advertising and promotion, Ponds can be re-instated back into the popular, low price skincare segment whilst also differentiating themselves from their competitors in the saturated modern skincare market and at the same time gaining a younger customer audience. The main objective of this document and the research carried out was to discover if the re-branding of Ponds was a viable option for the company. After undertaking the proposed research it has been found that the demand for low price skincare and small luxuries in hard economic times is high and the re-branding of Ponds would be an extremely feasible and smart move for the company.
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Websites - http://www.google.com/search?q=pond’s+cream+history&hl=en&tbs=tl:1&tbo=u&ei=MLT2S8ePCo6-Np5 _ zYQI&sa=X &oi=timeline_result&ct=title&resnum=11&ved=0CF0Q5wIwCg - http://www.unilever.co.uk/brands/personalcarebrands/ponds.aspx - http://www.nevillemccarthy.com/best-practice/5.aspx - www.Pondsinstitute.co.uk - http://popsop.com/48852 - http://popsop.com/47967 - http://www.dove.us/Social-Mission - http://www.brandrepublic.com/ - http://www.simple.co.uk/ - http://www.simple.co.uk/Simple-Star/ - http://www.simple.co.uk/simplyvip/ - http://www.simple.co.uk/simple-story/timeline.aspx - http://www.simple.co.uk/Celebrity/ - http://www.olay.co.uk/ - http://branding20.wordpress.com/2007/06/18/brand-of-the-week-boots-no7/ - http://www.boots.com/en/No-7/ - http://www.allianceboots.com/news/allianceb_ ootsm _ id_yearu_ pdate.aspx - http://www.side-on.co.uk/latest/soap-and-glorious - http://www.soapandglory.com/ - http://www.predictivedomaining.com/2009/01/07/the-lipstick-effect/ - http://www.soapandglory.com/blog/about-us/
Word Count without Referencing or Bibliography - 4076
Project Research DE0929 Alice Wookey