1. Welcome
to the crystal beauty
secret world of
Unilever…
Prepared by:
A.K.P. Pubuddi Shamila
Sri Lanka Institute of Marketing– Sri Lanka
pubuddishamila@gmail.com
3. Purpose of the communication
plan
POND’S talc
powder
Re - positioning in
Sri Lankan market
4. Purpose of Re - positioning
Re - positioning
Loss
Profit
Post launchPre – launch
Sales
D I G M D
5. Cosmetics market in Sri Lanka
Cosmetics market share
Male grooming
Skin care
Bath care
Perfumery
Oral care
Color cosmetics
Hair care
Baby care
Source: www.LMRBdata.com
16. Expecting re - positioning
High price
Low price
High
quality
Low
quality
POND’s
New
POND’s
17. Re – positioning the POND’S
brand
New POND’s talc
powder
With new way
With POND’s institute
technology
Create glamour to world
Attractive fragranceCreate attractive to
youngest
19. Marketing mix analysis(4Ps)
Price
Using market skimming price
Place
Mainly following pull strategy
Promotion
Advertising (It creates tangible benefit for product)
Sales promotions (Give discount to the trader)
Intermediaries (Give encourage to them like awards)
Event management ( sponsorships)
21. Overall Communication
strategies
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
23. Developing the message
Rational appeals - Quality with POND’s institute
technology
Emotional appeal - Feelings
Message format - Use pink, orange, purple and
yellow colors
Select presenter
24. Communication budget and
schedule
Allocate 12% for communication budget following
“Objective and task method”.
Lunching the advertisement
to the communication medias
1st of March 2015
Expecting result period 15th of April 2015 to upwards
25. Developing the message
Rational appeals - Quality with POND’s institute
technology
Emotional appeal - Feelings
Message format - Use pink, orange, purple and
yellow colors
Select presenter
26. Creating advertisement
I think we have to express core idea with our
advertisement is new POND’s effectiveness
for younger.
And also POND’s want to doing strong
advertisement with using celebrity as a brand
ambassador.
Communication campaign plan.
Online usage is 11.2%.
27. Dominate 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 for teenagers and young
adults. And it introduces after POND’s institute’s
modern technology experiments. It creates
glamour feeling to every moment.