POND’ S Visual Strategy Guide
POND’S A holistic approach to beauty
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POND’ S Visual Strategy Guide
CONTENTS
6 Our History
16 Our Future
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Brand Overview
18
Mission Statement
10
Pond’s Time Line
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Where we’ve been
12
Former Brand Competitors
22
Where we’re going
14
Related Brands
24
Audiences
32
Future Competitors
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OUR HISTORY
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9
Brand Overview
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Pond’s Time Line
12
Former Brand Competitors
14
Related Brands
POND’ S Visual Strategy Guide
An extract from witch hazel by Mr Pond’s in 1862.
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Brand Overview POND’s is a brand of beauty and health care products. The goal of POND’s is that giving women and their skin the strength to stay beautifully soft in an ever-changing world. It is a chance to make more new generation to learn about it and find their inner beautiful.
Pond’s Cream was invented in the United States as a patent medicine by pharmacist Theron T. Pond (1800–1852) of Utica, New York, in 1846. Mr. Pond extracted a healing tea from witch hazel which he discovered could heal small cuts and other ailments. The product was named “Golden Treasure.” After Theron died, it would be known as “Pond’s Extract.” Pond’s Extract was a mixture of witch hazel distillate, alcohol and water. It was promoted as a general cure-all for a wide variety of ailments including: burns, colds, catarrh, wounds, chilblains, hoarseness, sore throats, piles, scalds, bruises, sunburn, rheumatism, chapped hands, bites, boils, chafing, lameness, nosebleed, frost bite, inflamed eyes and female complaints.
By the 1950s, Pond’s was firmly situated in the middle to lower end of the cosmetic market. One way to survive in this market was to be large and this may have been why Pond’s combined with the Chesebrough Manufacturing Company, Consolidated — the makers of Vaseline — in 1955. The two companies were no strangers, Pond’s chairman, Clifford M. Baker was also a director at Chesebrough. It was a good match and the new company, Chesebrough-Pond’s, would go on to become stronger than its component parts. Today Pond’s is sold around the world. Its largest markets are in Spain and in Asia, including India, Japan and Thailand.
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1910
The Pond’s Extract Company emerged. “ Pond’s Healing” were taken off the ad s.
among Americans.
1886
Pond’s was a well established brand
nationally.
1849
Pond’s began to advertise
was formed with Pond.
1846
The T. T. Pond Company
Pond’s Cream was invented.
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POND’S Time Line
1914
POND’S has experienced twice mergers because the products had gone down. 2017
A holistic approach to beauty.
of market.
for women and follow the changing
1987
New POND’S will improve the service
company Unilever.
acquired by Anglo-Dutch
1955
The second merger, it was
Company.
Chesebrough Manufacturing
1943
The first merger with the
slowed down somewhat.
the company’s business
1925
During the Depression Era,
“Polly Ponds” were created.
1923
The characters of “Peter” and
she enjoys the product.
visited the United States, and
1922
Queen Marie of Romania
gone down.
Sales of the products had
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Future
In future, new POND’S will have sufficient ability to meet the markets needs.
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Former Brand Competitors Current competitors and POND’S are middle-priced skincare products and the marketing positioning in mature women. New POND’S will expand the range of audiences from 20~60, and it will focus on the women’s deeper beauty whatever it is physical, mental or spiritual.
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POND’ S Visual Strategy Guide
There has similar brand soul that is natural beauty is better than conventional products.
The brand focus on the anti-age product which challenges the POND’S original core marketing.
It puts the high-technology into the products and the price is afforded.
Excellent advertising and brand visibility makes it a top-of-themind brand.
Effective marketing methods include traditional and social media, ecommerce, and media planning.
High Versatility of the product and good R&D.
Brand extension to beauty services through Lakme Beauty Salons.
This brand focs on using pure natural herb to treat skin problem which is similar model compare with POND’S.
It has a general international market and long history about their products has natural ingredients.
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Related Brands POND’S seek the healthy methods from mental to physical to help women build the positive and vibrant lifestyle. These brands has the mature market and good products to meet people’s needs.
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POND’ S Visual Strategy Guide
J&J is a brand trusted by mothers the world over and it promises to healthcare & personal hygiene consumer products.
Sephora offers beauty products including makeup, skincare, body, fragrance and so on; besides it has makeup classes for customers.
It is a natural brand and the essential oil is useful and delightful for skin care.
The products using only vegetarian or vegan recipes which are popular for women who focus on family members’ healthy.
It has a long history of skin care products and offers professional skin care equipment.
It focused on the retail sale of health and nutrition related products and it has wide range of audiences.
It is a French luxury brand which focuses on high-technology skin care products, and popular for young girls.
MBR high-end concept care is a clear departure from all previous cosmetic lines.
This brand is the red wine which is good for women healthy, and it can be used for facials daily.
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OUR FUTURE 18
Mission Statement
20 Where we’ve been 22 Where we’re going 24 Audiences 32 Future Competitors
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Mission Statement POND’S focuses on women’s needs through health and positive methods to increase inner peace, reduce stress and build a better outward appearance.
The brand soul is a holistic approach to beauty physical, mental and spiritual to—help women live a more healthy life.
WELLNESS The first impression is important for people, so healthy skin will help people build more confidence in life or work; besides, a healthy lifestyle is advocated by POND’S.
POSITIVE POND’S will be collaborate kinds of method to help women create a health living style, we hope women has a positive attitude to face stress.
SHARING POND’S encourage women sharing their stories, experiences, and knowledge to help others.
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Where we have been POND’S has a long brand history although it is popular for senior group, the young generation is not familiar with it. How to engage more young people’s attention is important.
Before: Skin care (face cream)
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Where we are going POND’S has a long brand history and although it is popular with seniors, the younger generation is not familiar with it. How to engage more young people’s attention is important.
After: Create your health and positive lifestyle.
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Audience New POND’S will focus on consumers aged18~55 because these groups need to face different kinds of challenge and stress so they need a brand to care for their health and heal their mind. These audiences have 8 standers including 2 outliers.
audiences
Andera Bell Emily Kelly Janine Harries Sandra lee Matt Lindon Mary Johnson
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outliers
Katharine Polk Paul Clark
POND’ S Visual Strategy Guide
The aging professional
ANDREA BELL
55 years old Sales Account Manager
Because of her job, she needs to keep a healthy and dynamic state both skin-wise and mental-wise. As the generation who learn about POND’S product, she is the main target audience members for POND’S; besides, the anti-age products of POND’S have a long history, so Andrea has a loyal user’s potential.
Andrea hopes to keep a young state of skin because she needs to face many accounts every day and the first impression is important.
She knows a lot about POND’S because POND’S has a long history in skin care market.
She pursues a healthy lifestyle because she needs to face kinds of stress everyday.
She has the habit of analysing famous brands because of her work so that she can learn different business cases.
Many supermarkets are located in her office and family area that is easy to find POND’S products because the brand market target is middle income.
She focuses on the ingredients of skin care products because she has sensitive skin.
She likes older brands because many of them are believable and help her recall her childhood.
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Younger client
EMILY KELLY
18 years old High school student
She will be a young user for POND’S because at this stage, she is easily affected by other people and this is a pursuit of beautiful age.
There is a very good relationship between her and her grandmother, and she is glad to accept grandmother’s suggestions.
Concerning knowledge of skin care, she does not know much because she does not pay close attention to skin care products.
She has the habit of getting up early to go to soccer practice and eat breakfast because she needs a strong body. She often goes to Walmart and XXI to shop with her friends because they get spending money from parents. She likes to choose cheap but exquisite packaging of products.
She joins the school soccer team, so she needs to participate in outdoor training.
When she goes to the supermarket to buy skin care products, she often needs to ask for staff recommendations.
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Full time worker
JANINE HARRIS
27 years old Supermarket Cashier
Every day she has a lot of work need to do, so she does not have more free time to care about her life quality. However, she wants to find a way to relieve her mind from the heavy work.
She feels tired every day because she has heavy work need to do so she does not have more free time to focus on her skin situation.
When she looks for skin care products, she struggles because these products are expensive for her. She often watches TV shows alone on weekends because she lacks confidence to be social.
She wants to change herself inside and out, but she does not know how. . She often eats junk food so her body and skin is not very good. She hopes to take yoga classes to help her build a health lifestyle and reduce stress. She wants to travel somewhere to make more friends.
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Beauty professional
SANDRA LEE
33 years old Beautician
She is a professional beautician who is a special target audience because she has professional knowledge and on skin care products, so this is a challenging market for POND’S but at the same time it is a good chance to show that POND’S products are a high quality.
She knows a lot of professional knowledge about skin care.
She often watches skin care videos online.
She regularly participates in yoga classes and decompression courses.
Sandra often buys healthy magazines and female magazines.
She often attends skin care communication meetings to learn about the new trends of beauty.
She is a vegetarian because she thinks this method will make her more healthy.
When she uses new products, she writes a report on it and shares her user experience on her blog because she considers this her responsibility as a beautician.
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The thinker
MATT LINDON
35 years old Illusator
Males are an angle for POND’S to expand the market because as the member of the family, there is necessary to care for their family and learn about family members’ habit.
Matt is interested brand design, so he often searches and analyzes some brands cases to learn more professional knowledge.
Much time for his daughter like to face computer to do homework or play games, so he is worried for her health.
He often plays outdoor sports with his wife to relieve stress because he thinks sports is useful to reduce stress and create more time to chat with wife.
He often advises his daughter to eat more vegetables and manage the work time.
His mother likes skincare products and tries to find a good anti-age product.
He and his wife likes high-quality lifestyle whatever the products or other things. He has 3 years work experience about product package, so he focuses on the details about a product.
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The happy mother
MARY JOHNSON
54 years old Farmer
POND’S is famous for them. Although POND’S will expand the new market and develop the new generation, the loyal target audience is important too; besides, this is a good chance to, like Mary, rural market penetration.
Walmart is a good choice for Mary because the price is affordable.
POND’S was a popular skin care product when Mary was young.
Her daughter has a small craft sofa store in her hometown, so she cares about skin care products.
She cares about her family’s health and focuses on the quality of life.
She has plenty of outdoor work every day, so her skin is damaged by the sun.
Most of her food is grown on her farm and she like nature and herb products.
She has the habit of reading a newspaper and watching a TV show when has free time.
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The maverick girl
KATHARINE POLK 23 years old Fashion Design student
She learns about many new fashion brands because she is a fashion designer. She does not like talk to with other people and she likes to think alone. She often does extreme sports with friends to find inspiration from an adventure. She often to uses new media or social software to learn the trends of fashion and new skin care products. She often shops at Bloomingdale’s and mild luxury brand stores. For her cosmetics, she goes to Sephora and MAC to choose products. Compared with skin care products, she likes makeup products.
Construction
PAUL CLARK 37 years old Construction Crew
He often chooses junk food as lunch. He has three children, and he is the main breadwinner for the family. On his work break, he and his partners often go to Seven- Elven to buy coffee or snacks. He has a lot of work every day so there is no time for the gym. On the weekend, he often accompanies his children to play online games or watch sports all night. He often needs to work outdoors, so his skin is damaged by the work environment. His family often to shops at Costco to buy food and daily necessities.
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Future Competitors In future of POND’S not just focus on facial cream, it will expand the new area to help women create a healthy lifestyle and improve the service for women to give them more energy. These brands will a good model or competitors for POND’S.
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This is a beauty magazine which introduces much news, beauty products, heath lifestyle and other interesting things.
This is a popular modern art museum. Audience can learn about a lot new work and ideas form here.
The principle of MUJI is minimalistic, and it has a wide range of generic products, like essential oil and aroma diffuser.
Samover Tea Bar has a health recipe for everyone customers and has garden and lounge area to offer a high quality service.
TN is a handmade studio. Customers can design their work with friends or buy other handmade works.
The yoga studio will help people reduce stress and relief the body toxic.
This brand selling outdoor equipments which focus on the comfortable and practical women‘s clothes.
It is a chef-driven cuisine which uses orgnanic and clean materials to cook the fresh food.
In the spa audiences not only healing their body but also find a peaceful area in their mind.
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“Be strong, be fearless, be beautiful. And believe that anything is possible when you have the right people their to support you.” — Misty Copeland
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Copyright @2017 Yindi Shi shiyindi1108@gmail.com This book is a non-commerical project for education purpose and is not intented to represent the POND’S brand. www.ponds.us/ https://en.wikipedia.org/wiki/Pond’s All right are reserved. No part of this publication may be reproduced, store in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise without prior permission of Yindi Shi.
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