The main problem is that the Ponds in talc category is losing its market share. There are three types of target customers: Lapser, Recruits and Core Users. Lapsers need to stick around the brand, Recruits need to join the customer segment for the brand/product and core users need some excitement towards the brand. The objective: The customers targeted belongs to different categories of problem thus the objective is to devise different strategies for each segment, hence for lapser innovative product, for Recruits new marketing strategy and for core users a new activation campaign is the solution. Consumer insights: Lapsers are not loyal to brand. They generally look for value for money and they move towards different products which can provide better benefits. Recruits are new entries for the product/ brand in the market hence awareness and unique marketing strategy drives their behavior. Core users are the loyal and volume sales producing segment which need some excitement towards the brand. The big idea: As discussed there are three segments so three big ideas for each segment: Lapsers: New SPF protective herbal talcum According to the research the three pain points of these customers are packaging, usage and perceptions. The idea targets the usage and perception thus revolves around the upcoming health concern of the customers; this is evidently visible with the 5000 crore turnover made by Patanjali. Thus targeting the general perception that talc produces cancer should be used to pitch our herbal product. Also 66% customer believe in replacing a deodorant with a talcum, thus we need to come up with a consolidated product which can offer all the present benefits of the talc and a new feature of SPF protection too. Recruits: there is a buzz in rural area about the celebrity lifestyle, Ponds have been making smooth shifts in talcum theme statement. Advertisement should be revolving around the feel of celebrity using our talc. For packaging affordability should be maintained for these customers. Core users: should be provided with litmus slips which provide a test to show that you are sweating too much and in need of talc may be can be related to odor too. Implementation of the idea: Lapsers: Research and development is needed to come up with a herbal product which can along with other benefits also provide UV rays protection. Recruits: Focus on existing advertisement to be molded for the rural area around the celebrity like feel with the use of the product. It should appeal the customer as a thing of luxury in their pocket price.
Core Users: Build a litmus test like slip which can detect sweat and change the color and on applying talc on it it changed back to its original color. Harmful effects of sweat can be pitched in this point.