Ads Campaign of Kartu Simpati AS

Kartu AS is one of cellular provider which has produce by PT. Telkomsel Indonesia. They always advertise their promotion by some of type like Television, Print Media and Out of Home Advertising.

Out door advertising can grab the consumer's attention in their face. For example; Billboard is large outdoor panel for displaying ads. we can look it on the corner of big street.

In Kartu AS ads campaign, they use celebrity endorsement as their techniques. Using a famous person to recommended the product. In this ads, Kartu AS uses Riant Catwrigt, Sule, dan Klantink IMB as its celebrity endorsment.

Kartu as uses Through The Line (TTL) advertising because they use media and non media advertising for promoting their ads campaign. The use TV Commercial in some channels, the internet and also the exhibitons for their campaign.

The conclusion for this ads campaign is Good because they use TTL well and use AIDA as the concept for the advertising.

Product of Ponds

A Product Class of Ponds are Ponds Age Miracle, Ponds Flawless White and Ponds Cold Cream

A Product Type of Ponds are Ponds Facial Foam can be substituted with Biore Facial Foam.

The Tagline of Ponds is "WAJAHMU MENGALIHKAN DUNIAKU"



Brand Value

The Brand Value of Ponds is I make you feel Good

because the company provide for the beauty which can make everyone to feel better. so it include in I make you feel Good


The Ingredients

At POND'S, we're about simple skin care that you can rely on. In our effort to give women straightforward products that are also enjoyable to use, we sometimes combine ingredients you know well, with some you might be less familiar with. To help you better understand the active ingredients in our products, we've assembled a short list here.

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.

PONDS PRODUCT

POND'S believes that beautiful skin doesn't have to be hard. It can be easy. That's why we've been trusted for over 150 years for simple, effective skin care products that work. It's our promise to you and generations of beautiful women. POND'S is one of Unilever Indonesia's product.
On the introduction stage and during its first launching, POND’S only product was POND’S Cleansing Face Soap. Along with its progress, in growth stage up till maturity stage, POND’S has created innovation in producing night cream and fleck remover cream which has succeeded in the market, called: POND’S FLAWLESS WHITE.

SWOT ANALYSIS
STRENGTH
· POND’S has many good quality products which care for and restore the skin’s natural balance. The varieties include Cleanser Shaker, Facial Foam, and Night Cream.
· Our products are free from toxic and mercury.
· POND’s products are easy to be found in department stores, especially in Jakarta.
· The packaging of POND’S products are eye-catching, suitable for its target market who are feminine and place beauty in priorities.

WEAKNESS
· POND’S FLAWLESS WHITE only has one size of packaging. This may trouble the consumers who would like to buy a bigger size one, and the new consumers who would like trials.
· It has only one fragrance.
· The distribution of POND’S FLAWLESS WHITE is not quite well-spread. It has not reached traditional shops in the remote villages of Indonesia.
· The price of POND’S FLAWLESS WHITE is quite high.
OPPORTUNITIES
· POND’S is popular amongst Indonesian customers which would bring trustworthiness if POND’S is to launch another chain of its products.
· POND’S still has a large opportunity to market its products to other cities and areas throughout Indonesia.

THREATS
· Affordable price of internationally well known cosmetics.
· There is a growth in the number of people who put their trust more on skin-care doctors, for example: Erha Clinic.
· There are people who misuse the packaging of POND’s to be exchanged with other products with less quality.

POND’S STRATEGIES & TACTICS
1. Strategy:
Enhance POND’S brand loyalty and trustworthiness amongst its customers and new customers.
Tactics:
Promotion: Creating events based on customer care. For example: skin tests in various department stores attended by public figures. These events should be made as astonishing as possible to attract attention.

People: These events should be served by beautiful SPGs (Sales Promotion Girl) who have adequate knowledge in POND’S products.

Physical Evidence: The set building and decoration of the events should be made suitable for POND’S target market. Mostly with the colour of pink, red, and white; similar to the packaging of POND’S products.

2. Strategy:
Increase sales.

Tactics:
Price: With the exact same price, POND’S should make a “BUY 2 GET 1 FREE” promo. This would make the customers purchase not only one single product, but two at the same time.

Distribution: Broaden the distribution of POND’S products also in less popular towns and in smaller cities throughout Indonesia by building sales agents.

People: Because POND’S is new to these cities, the sales agents and also the new customers should be provided with product-trainings. This would make the products become user-friendly and create a bond between POND’S and its customers.

3. Strategy:
Increase the brand image of POND’S as well as to increase sales by creating the extravagant event of Miss POND’S 2009.

Tactics:
Promotion: This event of the year should be made extravagant and shown live in national public broadcast (television station). The registries could only enter into the competition by filling a form attached to POND’S products. This aim to increase sales.

People: The public figures who have starred in various POND’S advertisements should be brought together in this event. The winner of Miss POND’S 2009 would be the ambassador of POND’S of the year. (Berton Deviano)

Ponds contain of good quality materials, like, This Pond’s Flawless White Visible Lightening Day Cream promises luminous and flawlessly radiant look that’s also protected from the sun’s UVA/ UVB rays. It is said to contain new VAO-B3 complex which is the Ponds
Institute’s new Vitamin E, Allantoin and Optics powered Niacinamide (Ba3) Complex, especially created to deliver flawlessly radiant skin.

PONDS MARKET SEGMENTS

Pond's range of products were in India from as early as 1947 . This is a brand that has celebrated Women's courage and personality. A brand that has tried to evolve with the changing persona of Indian Women.

Theron T Pond, a Pharmacist from Newyork introduced " Pond's Golden Treasure" in 1846. It was a Witch-hazel based wonder product. In 1914, Pond's introduced the cold cream and vanishing cream and that moment marked the brand's evolution to a beauty icon.

In 1955, Pond's merged with another company Chesebrough. In 1987, Unilever purchased the brand from Chesebrough- Pond's.

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.

HLL decided that the brand have potential to grow in the cosmetics market. So Pond's was positioned as an all purpose skincare brand. The Indian cosmetics market is estimated to be around 1850 crore and in that the skin care market is estimated to be around 1300 crores.

In a survey on customers by AC Nielsen ORG Marg in 2003 , Pond's were among the most trusted brands in India. It was not by accident. Pond's had certain qualities that created a trust among the users of the brand. Pond's is known for

consistent Quality
Constantly Improving &
Changing with times.

I feel that all brands should have these qualities to succeed in the market.
Pond's knew the pulse of the market which made it a top brand in the cosmetic industry.
Pond's is targeting at the premium skin care market in India which is estimated to be around 325 crore. Currently Pond's is also aiming at the super premium segment and the launch of super premium range is expected in first quarter of 2006.

The target group that Pond's is aiming are the ladies above 30yrs of age. It is trying to capture the skin care needs with anti- ageing ,skin rejuvenation and anti- wrinkle products. Currently this segment is dominated by Revlon and other foreign brands.

Pond's uses the baseline " As beautiful as you want to be " I consider it as one of the best baselines currently on air. It tries to redefine beauty as something more than superficial. The baseline of Pond's cold cream " Googly Woogly Woosh" does not convey any meaning but the ads are lovely.

I have serious reservations of other ads of Pond's but I hope it appeals to the target market.

Pond's is a brand that is not complacent. In the talcum Powder category , Pond's have many variants like Dream Flower, Sandal, Prickly Heat ,and recently relaunched Magic. This has ensured that the leadership position remains intact.

Pond's is a brand for " Well grounded, self assured, and confident " women. HLL have used campaigns and events ( the prestigious Pond's Femina Miss India) to create and capture the beautiful moments in the life of the Indian Women.

Brand Essence  : "WAJAHMU MENGALIHKAN DUNIAKU"

PONDS COMPANY PROFILE

By 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.

By 1914, mentions of "Pond's Healing" were taken off the ads, and the Pond's company began to advertise "Pond's Vanishing Cream" and "Pond's Cold Cream" together, making sure to explain each cream's different purposes on the new ads. One particular ad line read "Every normal skin needs these two creams".

As a result of the new campaign, "Pond's Vanishing Cream" had a 60% increase in sales during 1915, and "Pond's Cold Cream" had a 27% increase.

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".

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.

In 1886, Pond's began to advertise nationally. They would, however, advertise under the name of Pond's Healing until 1910.

By the twentieth century, the company's main strategy was geared towards selling cosmetics products, and so the "Pond's Vanishing Cream" and the "Pond's Cold Cream" were created, marking the entrance of Pond's products into the facial care industry. Today Ponds is sold around the world. Its strengths are in Spain, India, Japan and Thailand.