Market Entry Strategies Case Study

Pond’s Foray into the Premium Segment – Will the ‘Miracle’ Work?

OR

Abstract:
HUL's Talc brand – Pond’s - has moved up on premium imagery. In March 2007, it launched its Age Miracle range in the premium skin care anti-ageing category. Earlier, HUL had tried to enter the premium skin care segment by extending its Fair & Lovely (FAL) franchise, without much success. The Indian skincare market has been growing at around 16% a year, out of which the anti-ageing products market accounts for close to INR 1 billion in sales. Anti-ageing skin care market is growing at a rate of 40% in India. As it now felt that the market is ripe enough, Pond’s entered the premium skin segment. It had to bear large promotional costs to succeed against the stiff competition from other players in this segment. Whether Pond’s can overcome its ‘mass’ image and make a mark in the premium segment remains to be seen.

Pedagogical Objectives:

• To analyse the market for premium skin care products in India
• To analyse the mass brand image of Pond’s
• To analyse Pond’s entry into the premium product range
• To analyse the issues and challenges for Pond’s to succeed in the premium segment

Keywords : Hindustan Unilever Limited; HUL; Market Entry Strategies Case Studies; Ponds; Mass Market; Premium Skincare Segment; Ponds Age miracle Range; P&G Olay Total Effects; masstige; Price Sensitive Indian Market; Anti-ageing

Contents : 
Premium Skin Care Segment in India
The Changing Demographic of the Indian Consumer
The Various Products, It’s Pricing and the Effects of Using those Products
Pond’s Entry into Premium Skin Care Segment
The Top 5 Advertisers on Print in the First Half of 2007
Share in Newspapers vs. Magazines
Seven Day Challenge Campaign