Kamis, 03 Februari 2011

Company Profile of Ponds

History

Pond's Cream was invented in the United States as a medicine by scientist Theron T. Pond (1800–1852) in 1846. Mr. Pond extracted a healing tea from witch hazel, with which he discovered he could heal small cuts and other ailments. The product was named "Golden Treasure", after Theron died, it would be known as "Pond's Extract". [1][2]

In 1846, the "T.T. Pond Company" was formed, with Pond and other business people as investors. Theron Pond's health was failing, however, so he sold his portion of the company soon after, and he died in 1852.

The company then moved to Connecticut and later to New York City.


Indonesia:

PT Unilever Indonesia

Graha Unilever

Jalan Jenderal Gatot Subroto Kav 15

Jakarta 12930

T: +62 21 5299 6773

F: +62 21 526 2046


Company Growth

1910, Pond's was a well established brand among Americans. Concentrating mostly on their vanishing cream, the Pond's company began an ad campaign that would become notorious because of the celebrities involved in it. "Pond's Healing" took a back seat to "Pond's Vanishing Cream", as "Pond's Healing" and "Pond's Cold Cream" would be announced in small print under the "Pond's Vanishing Cream" advertisements.

1922, sales of the products had gone down, as many believed that such an easily available product could not perform as well as other, "designer" products. Because of this, the Pond's Company then targeted Royalty, politicians and people of high class stature to become advertisers for the company. In addition, these ads were printed in magazines such as Vogue and others, to give customers a feeling that they really were getting a quality product for a fair price.

1930, During the Depression Era of the 1930s, the company's business slowed down somewhat. However, the Pond's company expanded slowly, adding Face Powder and Angel Face products.


Company Products
  • Face Wipes
  • Ponds Oil
  • Ponds Moisturisers
  • Ponds Cleansers


Market Share
     Pond's is a brand that has been carefully nurtured by HLL. Till 1980's Pond's were a household name in talcum powders. Later the talcum powder faced competition from other categories, we call it as boundary blurring. Hence Pond's had to enter to different categories in the cosmetic market. Pond's have a market share of around 65% in the 600 crore Indian talcum powder market. Subsequently Pond's also became a generic name in the Winter care market. Pond's brand was known more during the nineties for its cold cream.


CSR Programs

Pond's Miracle Lab
Since Pond's is entering masstige or premium market with its anti aging platform, it is necessary to support the launch with premium and massive activation With this mission to answers, Ponds launch its Miracle Lab activation which not only about bringing premium Pond's product through Beauty Counter like other skin product do, this time it is about bringing total Pond's image on a higher ground which delivers more modern, premium, more expert Focus on Anti-Aging as product anchor. Therefore in this activation Pond's creates a big hype and then followed by massive news amplifications so it helps generate images in people perception of Ponds as a leading premium product in the anti aging platform.

Pond's White Class
The main reason we conduct this activation is that there are still a big bulk of the consumers that have misperceptions about moisturizers. They feel they don't need to need moisturizers as they are still too young, feel it makes their skin oily, and they have many other reasons why they choose not to use moisturizer. Hence, we feel it necessary to have a category education campaign, to promote the need to use moisturizer to the consumers by introducing and emphasizing on the benefits of using moisturizer from early on. Our campaign message is "Dengan Pond's, Putih dan Bersinar itu Mudah", which conveys dual benefit: both physical and emotional as we emphasize that fairer skin gives you more chances to shine in life.

Pond's Beautylogy
To attract young target audience for the cleanser market, Pond's start to conduct this Beautylogy activation at the beginning of 2007. The main objective of the activation is to sends out an educational message and creates a fun campaign for the Indonesian's youth target group while establishing Pond's core message of "Your 1 solution to solve 5 problems". In these Road show activations, Ponds also introduce Bunga Citra Lestari as its Brand Ambassador; a perfect role model for today's female youth.

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