FMCG, Stakeholder wrapping

1. ~ 1 ~
Uniliver Sri Lanka
Colombo
Marketing Communication plan

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1. Executive Summary
Communication of FMCG products is stronger than distribution. POND‘s talc powder is
world renowned brand and now it is in maturity level without expected results in Sri Lankan
market. So re - positioning the brand is effective thing company has to do.
According to the re – positioning POND‘s talc powder are will be coming to the market
name under New POND‘s talc powder. So it is positioning to high quality and also high price
under market skimming pricing strategy. And also it has POND‘s institute technology and
attractive fragrance.
Before re - positioning the brand company did market visibility study. According to the
identification can understand baby powders are leader in Sri Lankan talc powder market. And
also there is strong brand like Yardley but they are in luxury segment.
So doing re – positioning company expecting to do social media and mass media
advertizing. And other way Sri Lankan online penetration is only 11.2%. It is disadvantage to
reach large market with attractive and modern way. Jacqueline Fernandez is the selected
celebrity for this brand ambassador position. And company has to do 14.25 million
communication budget allocations for first year.
If the PON‘s re – position doing according to the below marketing communication plan
definitely New POND‘s talc powder range can be a attractive brand with consumer loyalty.

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2. Introduction
POND‘s talc powder is a world renowned brand in FMCG industry started its
manufacturing and marketing operations in Sri Lanka early 1990‘s. The brand was well
accepted by its intermediaries and other key stake holder groups involved in the operation
with a sense of pride and long term objective of earning profits. While being a challenge to
the market leader at the inception, the brand too has been faced with many a challenge right
throughout its operations by its both local and international rival brands which operate in Sri
Lanka.
The product has been in the market for a period of time and now has reached the maturity
level of PLC. However, expected results have not been achieved due to inadequate poor
positioning done the company. The company expects to re – positioning the brand in Sri
Lankan market.
Figure – 2.1
POND‘s talc powder
Re – positioning in Sri Lankan market

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3. Methodology.
3.1 Secondary data.
3.1.1 External sources of secondary data.
 Performance records of Uniliver POND‘s.
 Reports of previous marketing research studies from the company.
 Budget report from the company.
 Profit and loss statement of the company.
 Trade association.
 Web pages/ internet.
(Refer annexure: 1)
3.1.2 Internal sources of secondary data.
 Articles about POND‘s product
 News papers and magazines.
(Refer annexure: 2)
3.2 Primary data
 Studying the consumer attraction for the product
 Visit super markets and find correct way to re - positioning
(Refer annexure: 3)

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4. History of using powder for beauty tip
The Powder & the Glory, a 90-minute documentary narrated by Jane Alexander, tells the
story of two of the first highly successful women entrepreneurs — Elizabeth Arden and
Helena Rubinstein. One hundred years ago these women immigrated to America and, starting
with next to nothing, created what is today the $150 billion global health and beauty industry.
Operating in major cities all over the world, their competing companies defined the
business of beauty, making cosmetics both newly respectable and, finally, indispensable.
They developed advertising and marketing techniques that became part of the business
landscape, and they themselves became household names and cultural icons. When they
started their businesses, makeup was used mostly by prostitutes and performers, and
businesses were run mostly by men. They changed the way we look at ourselves, built
powerful businesses, and became two of the world's wealthiest women.
Elizabeth Arden was born Florence Nightingale Graham and raised in poverty on a farm in
rural Ontario. She came to New York in 1907, and began work as a clerk in a beauty shop.
By 1910 she had reinvented herself as Elizabeth Arden and opened her own salon. In 1912
she joined a women's suffrage march on Fifth Avenue, and later announced, "Every woman
has a right to be beautiful."
Figure – 4.1

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5. History of the POND’s
Pond‘s rich beauty heritage began back in 1846 when Theron T. Pond, a pharmacist from
Utica, New York, introduced 'Pond's Golden Treasure', a witch-hazel based "wonder
product."
In 1886 it was re-launched as ‗Pond's Extract‘ and in 1905; the launch of Pond‘s Cold
Cream marked the brand‘s evolution to a face care icon.
Today, with more than 100 years of face care expertise, Pond‘s continues to use the latest
technology and most effective ingredients to bring you products with unique fragrances and
textures to delight your spirit and senses.
POND‘s is an effective product that is introducing Hindustan Uniliver Limited to the
world fancy product consumers.

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6. POND’s
Figure – 6.1

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Today the Pond‘s Institute, responsible for some of face care breakthrough initiatives has
improved what many thought was an effective technology to address ageing. factors. The
Pond‘s Age Miracle range includes the following:
 PONDS Age Miracle Daily Regenerating Facial Foam PONDS Age Miracle
Concentrated Resurfacing Serum
 PONDS Age Miracle Dual Eye Therapy UV
 PONDS Age Miracle Daily Resurfacing Day Cream
 PONDS Age Miracle Overnight Repair Cream
 PONDS White Beauty Pinkish Facial Foam
 PONDS White Beauty Pinkish Facial Cream
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 world talcum
powder market. Subsequently Pond's also became a generic name in the winter care market.
The brand has potential to grow in the cosmetics market. So Pond's was positioned as an
all purpose skincare brand. It‘s are Consistent Quality and improving and I feel that all
brands should have these qualities to succeed in the market.

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7. POND’ product current positioning in Sri Lankan market
High Price
POND‘s talc powder
Low High
Quality Quality
Low rice
Figure – 7.1

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8. Uniliver Sri Lanka
Uniliver Sri Lanka is doing marketing and manufacturing POND‘s talc powder in Sri
Lankan market.
Fast moving consumer goods company with local manufacturing facilities, reporting to the
regional business groups for innovation and business results.
Home Care, Personal Care and Foods are the operations of the company. Household care,
fabric cleaning, skin cleansing, skin care, oral care, hair care, tea, spreads, toilet cleaning,
personal grooming and water filters are main product categories.

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9. International brands competition in local market For POND’s
 Enchanteur talc powder
A range of high quality perfumed sprays with fragrances that match designer brands. A
fragrance has long lasting impact.
Figure – 9.1
 Yardley
It is England product in high price with high quilt.
Figure – 9.2

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 Pears
Created in 1789 by Andrew Pears as the mildest way of cleansing, Pears Original is one of
the UK‘s oldest soaps. Despite being a huge commercial success in its early decades, Pears in
the UK has gradually given way to increasing competition. A pear now stands out in pockets
of markets around the world. Amongst them are India, where it is still marketed in its original
translucent soap form, and, still maintaining its promise of mildness, in Nigeria and Sri
Lanka as a well established baby care brand.
The oldest local baby care brand in Sri Lanka, Pears was first launched in the country as a
talcum powder – packed in a can – in August 1960. This was followed by the launch of baby
soap in 1964, cologne in 1979, and cream and oil in 1989. The brand now boasts a full range
of baby care products for skin and hair, renowned for its mildness and high standards in
safety, an image further strengthened by the endorsement of Pears baby soap by the Royal
Institute of Public Health, UK.
Figure – 9.3

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 Johnson’s baby
Johnson's baby is a part of Johnson and Johnson family of companies which touches
over a billion lives a day spanning 60 countries. Johnson's baby has dedicated itself over
the last 100 years to understanding babies and the careful nurturing they require. As a
result Johnson's baby has become the most trusted brand of baby products in the eyes of
moms and healthcare professional around the world.
Figure – 9.4

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10. Local brand competition for POND’s
 Baby cheramy
For the pure love of a mother‘s touch choose Baby Cheramy. Formulated to retain the
delicate balance of moisture in baby‘s skin, Baby Cheramy products keep baby‘s skin
healthy, smooth and supple. Caring for babies since 1962, Baby Cheramy is the most
preferred range of baby care products in Sri Lanka.
 Complete range of toiletries and accessories for babies
 Renowned for simple purity of product, using ingredients carefully tested for
mildness and suitability for use on babies
 Peach Range comprising soap, cream, cologne, talc, shampoo and baby oil, is the
original range of mild baby care products trusted by mothers for so many years
 The brand's main equity is in the trust mothers have in it
Figure – 10.1

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11. Competitor position in the market
High Price
POND‘s talc powder
Low High
Quality Quality
Low rice
Figure – 11.1
Competitors position in the Sri Lankan market

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12. Competitors promotion methods
E- Flyers
E- Mail
Mail marketing
Tele marketing
Tag line
Logo
Word of mouth
Symbol
Online media
Articles
Sales promotion
E – Marketing
Magazines
Sponsorships
Face book
Social media advertizing
Blogs
Twitter
You Tube
Effectively follows the AIDA model
Doing CSR programs – Baby cheramy
Pears baby
Using attractive models to advertizing – Yardley (Katrina Kaif)
Using attractive situations to advertisements – Enchanteur

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13. Existing talc powder market in Sri Lanka
Baby products are playing major role in Sri Lankan talc powder market.
Source: www.Lmrb.lk
Figure – 13.1
Talc powder market
Pears Baby
Baby cheramy
others
Jonson's baby

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14. PESTEEL analysis
There are the external elements in marketing environment. This environment include the
major force that act not only on the organization itself, but also on its competitors and on
elements in the macro environment.
Figure – 14.1
Macro environment
Economic
Political
Legal
Ethical
Ecological
Technological
Social and
Cultural

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 Political environment.
This can be one of the less predictable element is an organization‘s marketing
environment. Marketers need to monitor the political environment because political changes
can profoundly affect a firm‘s marketing.
 Economic environment
This is basically about the level of demand in the economy and is the most visible aspect
in the macro environment. Economic factors are of concern to marketers because they are
likely to influence, among other things, demand, costs, prices and profits.
Incomes of buyers are depending by their target market situation. So it is profitable
accessories company get benefits. This is creating by economic. And also high inflation level
will bring down the real income.
Economic broom is continuous growth. And economic recession is creating negative
movement to industries.
Sometimes economic is influence with taxes. This is impact for the company budget.
 Social and cultural environment
These factors are most difficult to evaluate, and hence pose the greatest challenge to the
marketing organization. Social and cultural change manifests itself in changing tastes,
purchasing behaviors and priorities of consumers and marketers need to understand and
identify these changing trends.
 Technological environment
The pace of technological changes is becoming increasingly rapid need to understand how
technological development might affect them.

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 Ecological environment
This is concerned of issues as to how the organization interacts with and affects the natural
environment or the ecology.
The company begin this production process have to allocate resources for it. So have to
face resources depletion.
And this factory has to use chemicals to production. It destroys the environment.
Sometimes employee‘s health problem will increase.
 Ethical environment
Marketing ethics are more philosophies that define right or wrong behavior in marketing.
The most basic ethical issues have been formalized through laws and regulations to conform
to the standards of society. It could be 4ps issues.
Company will have to face some issues. Sometimes can‘t arrange effective distribution
network. And in inflation time have to face low price losses.
 Legal environment
Changes in the political environment often lead to changes in legal environment and in the
existing laws enforced. The legal environment sets the basic rules for how a business should
operate in society.
Company brand name has to protect Intellectual property Act No 36 of 2003,
environmental protection laws etc.

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14.1 SWOT analysis.
Table: 01
Strengths
- Money is not matter.
- Have healthy business network.
- Have long time experience.
- They are going to come up with re – positioning there brand
name.
- They are best company in overseas.
Weaknesses
- They haven‘t attractive marketing tactics.
- They have to get new employees to improve the product.
Opportunities
- And also there are not much best talc powder products in
Sri Lankan market.
- There is no product in talc market which is capture the
young adults needs.
Threads
- Economic shifting is directly impact for this industry.
- Some resources are difficult to available
- There are so many legal rules.
- Baby tale powder competition is high.
- Today consumer moving to fairness crams.
- There is dry climate.
- There are best international companies in the market.

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15. Re - positioning the POND’s brand
Figure – 15.1
New POND‘s talc powder
With new way
With POND‘s institute
technology
Create glamour to world
Attractive fragrance
Create attractive to youngest

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16. Target audience
This company have to get their target market is mainly young adults. So the concentrated
marketing strategy is better for this situation. It is which an organization goes after large
share of one or few segments. Because there is single marketing mix and aimed at one target
market.
Figure – 16.1
Segment 1
POND‘s
Talc powder
Marketing mix
Segment 2
(Young adults)
Segment 3

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17. Target communication objectives
17.1 Operational objectives
 Improve quality with POND‘s institute technology.
 Give higher fragrance.
 Using natural ingreadience
 Add high level sun protection for product.
17.2 Sales objectives.
 Increasing the brand name by 60%.
 Create trail used by 14% to 21%
 Communicate product feature to target customers with next 4 months.
 Increase sales
17.3 Integrated communication objectives
 To create and maintain the brand image using different advertisements
 To increase the consumer awareness
 Change the consumer belief and attitude for the brand
 To influence the purchase intentions of the brand
 To convert one time product users repeat purchase
 To switch consumers from the competitive brand
 To encourage the brand loyalty

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18. Communication strategies
18.1 Pull strategy
D D
Use mass media
Figure-18.1.1
18.2 Push strategy
Personal selling, Personal selling,
Promotion advertising
Figure – 18.2.1
POND‘s product Fancy shops
Supermarkets
Consumer
POND‘s product Fancy shops
Supermarkets
Consumer

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18.3 profile strategy
 POND‘s get sponsorship for some programs. It is mass media programs or online
media programs. It gives help to get target audience attention.
 And also company can doing mass media and online advertisement using celebrity
for brand ambassador.
 This can build cooperate image for brand.
 And that can effect build perception for the brand

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19. Selecting best brand ambassador
Jacqueline Fernandez is best for POND‘s re – position ambassador, because she is a Sri
Lankan actress and model who appears in Bollywood films. And also she has big audience
group in urban areas like Colombo.
Figure – 19.1

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19.1 Reasons of using Jacqueline Fernandez
 She is Sri Lankan lady.
 She is celebrity win the world using her attractive feature.
 Teenagers and young adults like her beauty.
 And also easy to create trust with her beauty for the POND‘s talc powder
19.2 Creating advertisement
I think we have to express core idea with our advertisement is new POND‘s effectiveness
for younger.
- There is high sunlight and dust.
- There is one girl have bad skin and anyone not care her
- She is doing different things to protect her skin.
- One day she won the world.
- She has attractive feature.
- She likes to tell her secret for Sri Lankans, because she likes to see her mother island
with beautiful faces.
Above main things we can show POND‘s re – position new brand advertisement.

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20. Online media.
Online advertising is best method for communication. But they know its target market is
teenagers and young adults. So they have issue how that strategy can create benefits for their
target, because they haven‘t purchasing power. But they know they can create influence to
their parents to bring it for them.
Table: 02
Sex/Age/educational attainment/
Language literacy group/ Educational
attainment/Language literacy
Internet usage
during
the past 12
months
Sex Male
Female
Age group(years) 5-10
10-17
17-20
20-30
30-45
45-55
55-69
51.1
37.8
24.8
38.5
53.1
50.1
46.1
33.8
34.5

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Source: Department of censes and statistic.
On line internet using percentage in Sri Lanka is in low level. It is nearly for 11.2%.
Especially non urban area is not available for internet facilities.
Educational attainment Below grade 5
Grade 5-10
G.C.E (O/L)
G.C.E. (A/L)
Language literacy Sinhala
Tamil
English
24.7
27.5
41.0
57.3
44.7
48.5
57.3

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21. Developing the message
 Rational appeals
Can tell ―New POND‘s talc powder is in high quality with POND‘s institute
technology‖
 Emotional appeal
Can tell ―This is effective product can touch your feelings.‖
 Moral appeals
Can tell‖ this product can create true beauty in your life with fulfilling your
expectations‖
 Message format
Use pink, orange, purple and yellow colors to advertisement back ground and
costumes.
 Select presenter
Select successful female voice.

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22. Communication schedule
Allocate 12% for communication budget.
Table: 03
Lunching the advertisement to the
communication medias
1st
of March 2013
Expecting result period 15th
of April 2013 to upwards
I think Objective task method is better for this budget allocation. It Focus on expenditure
and promotional objective. First objective state promotional efforts are stated, Budget
identifications, Task reconciliations, Logical and defensible method to allocate the
promotional activities.
Figure – 22.1
Objective task method

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23. Communication campaign plan
Teenagers and young adults
Promote POND‘s new talc powder
Doing inspire
On line media and also mass media
Put you tube, Face book and twitter and analysis the comments of online fans
Doing 1 month communication campaign largely
Reduce to exhaustions doing market visibility study before commercialization
Collect campaign evaluations with using online medias

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24. Expecting re - positioning
New POND‘s talc powder position is in the highest quality, attractive fragrance and
market skimming price. Some consumers have some idea high price product have true
quality.
High Price
New POND‘s talc powder
Low High
Quality Quality
Low rice
Figure – 24.1

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25. Stakeholder wrapping
Power
High Low
High
Influence
Low
Figure – 25.1
Government
Shareholders
Employers
-
Opinion leaders
Lobby groups
Local authorities
Suppliers
Key distributors

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26. Marketing mix analysis
 Product
26.1 New POND‘s talc powder product life cycle
Sales and profit
1 2 3 4 5
Sales
Profit
Loss
1. Development
Pre – launch Post launch 2. Introduction
3. Growth
4. Maturity
5. Decline
Figure – 26.1.1
Re -
positioning

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 Price
Using market skimming price
 Distribution
Mainly following pull strategy.
Available in super market, beauty salons, pharmacies and fancy shops
 Promotion
- Advertizing
It creates tangible benefit for product. Doing mass media and online media
advertizing
- Sales promotions
FMCG products have elasticity demand. So POND‘s has also elasticity demand. So
company must give discount to the trader to increase sales.
- Public relations
Do employer motivation things.
- Intermediaries
They can re place the product. So give encourage to them like awards.
- Merchandising
Evaluating the employer performance and giving value for best performance.
- Event management
Doing sponsorship to programs that has relevant personality to new POND‘s brand.
Ex: Miss Sri Lanka

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 People
Training and motivate the staff.
 Physical evidence
Arrange attractive environment in production factory.
 Process
Use modern technology to production with high quality and natural ingreadience.

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27. Communication budget
Table: 04
Year Turn over Market share Communication
budget
Year 1 100 million 8.3% 14.25 million
Year 2 200 million 16.6% 18.26 million
Year 3 320million 26.6% 23 million
Table: 05
Communication
Expenditures Year 1 Year 2 Year 3
Advertizing 9 million 9 million 10 million
Public Relations 1 million 1.26 million 1 million
Merchandizing 1 million 1 million 1 million
Sales promotions 2 million 6 million 8 million
Event management 1.25 million 1 million 3 million

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28. Dominated message
New POND‘s talc powder introduce with high quality. It includes
sun protection and skin care ingreadience. All ingreadience are not
harmful for skin and also it‘s with natural flavor. Mainly new
fragrance is attractive to young adults. And it introduce POND‘s
institute with modern technology experiments. It creates glamour
feeling to every moment.

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29. Findings and conclusion
29.1 Findings
According to the identification Sri Lanka talc powder market leaders are baby powder.
Consumer things baby products are good for everyone skin. According to that reason
customer do not buy POND‘s talc powder. And also consumer thing talc powders have not
sun protection factors, because according to the dry climate in Sri Lanka consumer move to
the fairness cream.
After the re – positioning the brand company can use social media network to
communicate new product. So consideration point is Sri Lankan online penetration is 11.2%.
Absolutely the company doing this marketing communication plan effectively it can get high
more advantages in the market.
29.2 Conclusion
Finally I like to tell Sri Lankan is easy to reach strong brand name like POND‘s. In Sri
Lankan market leading products are local ones and this international renowned brand can get
high margin of market share in talc powder market. Brand re – positioning is give bright full
success for the brand.

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30. Recommendation
I recommend the POND‘s has to do high effort to communication. And also market
skimming price strategy is good for new POND‘s talc powder. So company has to doing best
production process and also they have to study market day by day, because it is dynamic and
in existing market there are doing many introduces for cosmetics market.
If the POND‘s ding above strategies they can get expecting performance in maturity level
without large competition.

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31. Annexure
1.
As part of its brand extension strategy, FMCG major Hindustan Lever plans to extend the
brand equity of its largest selling soap brand Lifebuoy to talcum powder. Close on the heels
of launching Fair & Lovely talcum powder, HLL would soon launch Lifebuoy Family Talc.
According to a report in business newspaper, the new product would come in two pack sizes,
pegged at Rs 28 for 100 gm and Rs 68 for 400 gm. The talcum powder as a category has
registered a 13 per cent de-growth in 2002.
Leading marketers such as Hindustan Lever and Emami are attempting to rejuvenate their
talcum powder brands. While Hindustan Lever has re launched its flagship talcum powder
brand, Ponds Magic Talc, Emami Group has recently re launched its Emami Golden Beauty
talc range, a news paper report said. Emami has rolled out there launched Golden Beauty
across the country, with higher distribution in the southern States and Maharashtra. It has
been re launched on the 'herb' proposition, and its talc range.
There is no twist in the talc! Yes, it seems, Indians are not sprinkling much powder on
themselves after a shower, no matter how high the mercury is soaring. Giving the age-old
talcum powder a pass, most women, post-shower, are reaching for fairness creams and
sunscreen lotions while men are opting for deodorants. No wonder, the Rs 700-crore
organized talcum powder market is degrading. Industry sources indicated that the market
registered a negative growth of 4%.

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2.
The face of Marie of Romania became famous in ads for Pond's Hand Creams in the late
1920s
By 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.
In 1923, Queen Marie of Romania visited the United States, and she enjoyed the product
so much that in 1925 she wrote to the Pond's Company requesting more supplies. Her letter
was, in turn, used for advertisement, and Her Majesty joined the list of celebrities who had
previously sponsored the products.
Around the time of Queen Marie's visit to the United States, the Pond's Company began to
place samples of their products at their magazine ads, and the characters of "Peter" and
"Polly Ponds" were created, as part of their campaign to entice normal people into buying
their cream again. The marketing strategies proved successful, as sales of the Pond's facial
creams went up again.

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3.
Health & personal care
 First launched in France in 1983, our leading male grooming brand, Axe, now gives
guys the edge in the mating game in over 60 countries
 Our oral care brands Mentadent, Signal have teamed up with the world's largest
dental federation, the FDI, which represents over 750 000 dentists around the world
 Lux became the first mass-marketed soap when it launched in 1924. Today it
achieves annual global sales of over €1 billion
 Domestos is a best-selling brand in nine of the 35 countries in which it's sold
 Hindustan Unilever in India has launched a hand-wash product, Surf Excel Quick
Wash, with a low foaming formulation, reducing the amount of water needed for
rinsing by up to two buckets per wash
 Recent breakthroughs at Rexona include Rexona Crystal, a deodorant that eliminates
unsightly white deposits on dark garments
 Our Small & Mighty concentrated liquid fits into a smaller bottle, requiring half the
packaging, water and Lorries to transport it, making it kinder on the environment.

46. ~ 46 ~
32. References
Kotler, P. and Armstrong (2005) Marketing An Introduction.7th
edn. India
Chernatony, L (2010) From Brand Vision To Brand Evaluation.3rd
edn. India
Clow.K and Baack.D (2010) Integrated Advertizing, Promotion and Marketing
Communication.4th
edn.India
www.ponds.com
www.uniliver.com
www.hemas.com
www.clc.lk
www.yardley.com
www.Enchanteur.com
www.sences&statistic.lk
www.hul.com