Survey on Ponds

Talcum Powder
Ponds talcum
powder
 Structure
Introduction
Frequency of TOMA
Crosstab Analysis
Chi-square test
Pie charts
Parameter Classification
Personifying Ponds
Conclusion
 Introduction ..
Pond's is a brand that has been carefully nurtured by HUL. 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.
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.

Baseline " As beautiful as you want to be

Pond's is a brand for " Well grounded, self assured,

and confidence "

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.
Competitors of ponds talcum
powder

Johnson and Johnson

Spinz(Cavinkare)

Cinthol(Godrej)
 Objectives

To test whether the overall market share

of Ponds powder has come down
because of change in todays lifestyle.

Ponds feels it needs to do such a survey

to check whether its only a female
product
Frequency of TOMA
Cross Tab Analysis
 Cross Tabs
Current Brand vs Occupation
Is Ponds Talc only a Female
Product?
Buying Decision Parameters
Chi square tests
 Hypothesis

Ho= Current brand is

independent of Age- group

Ha= Current brand is not

independent of Age-group
 P=1 and Alpha= 0.05
As P>Alpha i.e. 1>0.05
Therefore Accept H0
Current brand and Age-group are
independent of each other
 Hypothesis
Ho= Current brand is
independent of Family Income

Ha= Current brand is not

independent of Family Income
 P= 0.499 and Alpha= 0.05
As P>Alpha i.e. 0.499>0.05
Therefore Accept H0
Current brand and Family income are
independent of each other
 Parameter
Classification
Pie chart

31
34

42

42
Personifying Ponds
Talcum powder
33
95
 Reasons for success
Consistent Quality
Constantly improving
Latest Technologies
Effective ingredients
Unique fragrances
 Conclusion

Not only a female product.

Market share has not come down.

Usage of majority is Ponds though the TOMA

is some other brand.