Project

On
Sales Promotion Techniques
Submitted by-
Harshdeep kaur
Advertising P.R and B.S
2nd year

Acknowledgement
The project is about the sales promotion techniques used by a HUL. In this project the sales
promotion tools taken by PONDS AGE MIRACLE an HUL product is shown. The factors
effecting the market are also given. I am very thankful to my teacher MISS NUPUR who
gave me the opportunity to make this project. I had a great experience while making this
project, because it will help me in near future. I am also thankful to my family members,
friends who encouraged me to complete this project.

INDEX
S.NO TOPICS
1. Sales promotion
 2. Objectives of sales promotion
3. Classification of sales promotion
4. About Hindustan uniliver
5. About ponds
6. About pond`s age miracle
7. Marketing strategy of pond`s age miracle
8. Promotional techniques used
9. Conclusion
10. Bibliography
11. Certificate
12. Remarks

What is sales promotion?

Sales promotion describes promotional methods using special short-term techniques to
persuade members of a target market to respond or undertake certain activity. As a reward,
marketers offer something of value to those responding generally in the form of lower cost of
ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion
of additional value-added material (e.g., something more for the same price).
Sales promotions are often confused with advertising. For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean island
may give the contest the appearance of advertising. While the delivery of the marketer’s
message through television media is certainly labeled as advertising, what is contained in the
message, namely the contest, is considered a sales promotion. The factors that distinguish
between the two promotional approaches are:

1. whether the promotion involves a short-term value proposition (e.g., the contest is
only offered for a limited period of time), and
2. the customer must perform some activity in order to be eligible to receive the value
proposition (e.g., customer must enter contest).
The inclusion of a timing constraint and an activity requirement are hallmarks of sales
promotion.

Sales promotions are used by a wide range of organizations in both the consumer and
business markets, though the frequency and spending levels are much greater for consumer
products marketers. One estimate by the Promotion Marketing Association suggests that in
the US alone spending on sales promotion exceeds that of advertising.

Objectives of Sales Promotion

Sales promotion is a tool used to achieve most of the five major promotional objectives
discussed in the Promotion Decisions tutorial:

 Building Product Awareness – Several sales promotion techniques are highly

effective in exposing customers to products for the first time and can serve as key
promotional components in the early stages of new product introduction.
 Additionally, as part of the effort to build product awareness, several sales promotion
techniques possess the added advantage of capturing customer information at the time
of exposure to the promotion. In this way sales promotion can act as an effective
customer information gathering tool (i.e., sales lead generation), which can then be
used as part of follow-up marketing efforts.
 Creating Interest – Marketers find that sales promotions are very effective in creating
interest in a product. In fact, creating interest is often considered the most important
use of sales promotion. In the retail industry an appealing sales promotions can
significantly increase customer traffic to retail outlets. Internet marketers can use
similar approaches to bolster the number of website visitors. Another important way
to create interest is to move customers to experience a product. Several sales
promotion techniques offer the opportunity for customers to try products for free or at
low cost.
 Providing Information – Generally sales promotion techniques are designed to move
customers to some action and are rarely simply informational in nature. However,
some sales promotions do offer customers access to product information. For
instance, a promotion may allow customers to try a fee-based online service for free
for several days. This free access may include receiving product information via
email.
 Stimulating Demand – Next to building initial product awareness, the most important
use of sales promotion is to build demand by convincing customers to make a
purchase. Special promotions, especially those that lower the cost of ownership to the
customer (e.g., price reduction), can be employed to stimulate sales.
 Reinforcing the Brand – Once customers have made a purchase sales promotion can
be used to both encourage additional purchasing and also as a reward for purchase
loyalty (see loyalty programs below). Many companies, including airlines and retail
stores, reward good or “preferred” customers with special promotions, such as email
“special deals” and surprise price reductions at the cash register.

Classification of Sales Promotion

Sales promotion can be classified based on the primary target audience to whom the
promotion is directed. These include:

 Consumer Market Directed - Possibly the most well-known methods of sales

promotion are those intended to appeal to the final consumer. Consumers are exposed
 to sales promotions nearly everyday, and as discussed later, many buyers are
conditioned to look for sales promotions prior to making purchase decisions.
 Trade Market Directed – Marketers use sales promotions to target all customers
including partners within their channel of distribution. Trade promotions are initially
used to entice channel members to carry a marketer’s products and, once products are
stocked, marketers utilize promotions to strengthen the channel relationship.
 Business-to-Business Market Directed – A small, but important, sub-set of sales
promotions are targeted to the business-to-business market. While these promotions
may not carry the glamour associated with consumer or trade promotions, B-to-B
promotions are used in many industries.
 About Hindustan uniliver limited
Hindustan Unilever Limited also called Hindustan Lever Limited (HLL) was established in
1933 as Lever Brothers India Limited. Hindustan Lever Limited (HLL) is India's largest Fast
Moving Consumer Goods Company, with a customer base of 2 out of every 3 Indian in the
category of Home & Personal Care Products and Foods & Beverages. The company has
combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. HLL is also one
of the country's largest exporters; the Government of India has recognized HLL as a Golden
Super Star Trading House.

The Hindustan Lever Research Center (HLRC) was established in 1958, and now has
facilities in Mumbai & Bangalore. HLRC has 200 highly qualified scientists and
technologists, many of them with post-doctoral experience. HLL also runs various ambitious
programmes like Shakti. Shakti's aim is to create opportunities for rural women thereby
improving their livelihood and standard of living in rural sector. Shakti also includes health
and hygiene education through the Shakti Vani Programme. The programme covers about
50,000 villages in 12 states. HLL's motive is to take this programme to 100,000 villages
influencing the lives of over a 100 million rural Indians. HLL is also involved in running a
rural health programme - Lifebuoy Swasthya Chetana. The programme aims to inculcate the
hygienic practices among rural Indians to bring down the figure of diarrhea patients. It has
already covered 70 million people in approximately 15000 villages of 8 states.

  1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
7120,0 8342,7 10215, 10917, 11392, 11781, 10951, 11096, 10888, 11975,5
Sales
6 5 24 69 14 30 61 02 38 3
Profit
After 1069,9 1310,0 1540,9 1731,3 1804,3 1199,2
412,70 580,25 580,25 1354,51
Taxatio 4 9 5 2 4 8
n

Hindustan Lever Ltd (HLL) is India's largest Fast Moving Consumer Goods (FMCG)
company. HLL's brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna,
Kwality Wall's are household names across the country and span a host of categories, such as
soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary
products. These products are manufactured over 40 factories across India and the associated
operations involve over 2,000 suppliers and associates. Hindustan Lever Limited's
distribution network comprises about 4,000 redistribution stockists, covering 6.3 million
retail outlets reaching the entire urban population, and about 250 million rural consumers.
HLL is also one of India's largest exporters. It has been recognised as a Golden Super Star
Trading House by the Government of India. Presently, HLL has over 16,000 employees
including over 1,200 managers. Its mission is to "add vitality to life." The Anglo-Dutch
company Unilever owns a majority stake in Hindustan Lever Limited.

In the late 19th and early 20th century Unilever used to export its products to India. This
process began in 1888 with the export of Sunlight soap, which was followed by Lifebuoy in
1895 and other famous brands like Pears, Lux and Vim soon after. In 1931, Unilever set up
its first Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever
Brothers India Limited (1933) and United Traders Limited (1935). The three companies were
merged in November 1956 and the new entity that came into existence after merger was
called as Hindustan Lever Limited. HLL offered 10% of its equity to the Indian public, and it
was the first among the foreign subsidiaries to do so. Currently, Unilever holds 51.55%
equity in the company while the rest of the shareholding is distributed among about 380,000
individual shareholders and financial institutions.

Brooke Bond entered Indian market in 1900 and in 1903 it launched Red Label tea in the
country. In 1912, Brooke Bond & Co. India Limited was formed. Unilever acquired Brooke
Bond through an international acquisition. Similarly, Lipton's link with India date back to
1898. Unilever acquired Lipton in 1972 and in 1977 Lipton Tea (India) Limited was
incorporated. Pond's (India) had been in Indian market since 1947. It joined the Unilever
ranks through an international acquisition of Chesebrough Pond's USA in 1986.

The liberalization of Indian economy in 1991 and subsequent removal of the regulatory
framework allowed HLL to explore every single product and opportunity segment, without
any constraints on production capacity. The 1990s witnessed a string of crucial mergers,
acquisitions and alliances. In 1992, the erstwhile Brooke Bond acquired Kothari General
Foods, with significant interests in Instant Coffee. In 1993, it acquired the Kissan business
from the UB Group and the Dollops Ice-cream business from Cadbury India. In one of the
most talked about events of India's corporate history, the erstwhile Tata Oil Mills Company
(TOMCO) merged with HLL, effective from April 1, 1993. In July 1993, Brooke Bond India
and Lipton India merged to form Brooke Bond Lipton India Limited (BBLIL). Brooke Bond
Lipton India Limited launched Wall's range of Frozen Desserts in 1994 and by the end of the
year, HLL entered into a strategic alliance with the Kwality Icecream Group families. BBLIL
merged with HLL, with effect from January 1, 1996. HLL has also set up a subsidiary in
Nepal, Nepal Lever Limited (NLL). The NLL factory manufactures HLL's products like
Soaps, Detergents and Personal Products both for the domestic market and exports to India.
In January 2000, as part of its divestment strategy, the government decided to award 74 per
cent equity in Modern Foods to HLL. In 2002, HLL acquired the government's remaining
stake in Modern Foods. In February 2007, the company has been renamed to "Hindustan
Unilever Limited" to strike the optimum balance between maintaining the heritage of the
Company and the future benefits and synergies of global alignment with the corporate name
of "Unilever".

About ponds
Pond’s delivers products that make a real difference to women's skin and the way they live
their lives.

A rich heritage
The Pond’s Institute was founded in Utica New York by a pharmacist named Theron T.
Pond, who created the “Pond’s Golden Treasure” in 1846, a witch-hazel based wonder
product. This beauty treatment was then introduced as Pond’s Extract in 1886. In 1914, the
Pond’s Cold Cream and Vanishing Cream made its way to the market which set Pond’s
image as a beauty brand, and triggered numerous endorsements by beauty experts.

International leading-edge innovation

In 1987, Unilever purchased Chessebrough-Pond’s. By the 1990’s, Pond’s was at the

forefront of leading-edge product innovations that answer women’s unmet skincare needs.
Pond’s led colour management developments in Asia and pioneered the use of AHAs for
anti-aging in the US. These innovations in tune with women’s needs and beauty ideals have
given Pond’s a strong position in the global skin arena.

Pond’s promise

From one man in a tiny home-made laboratory to today’s state of the art Research &
Development facilities of the Pond’s Institute, from New York, Madrid, Tokyo to the
Philippines, the Pond’s promise has remained the same across 58 countries for over 150
years: to deliver beauty transformations through revolutionary product innovations that make
a real difference to women’s skin and the way they live their lives. 

Innovations
Because Pond’s aims to further meet the needs of women, it has taken a new lease on life and
love with a 2008 reinvention. Pond’s, the leading innovator in all arenas of face care, now
presents a totally new look and feel, and even better technology that’s researched and
developed in the Pond’s institute.

The beauty icon’s global rebirth translates to a completely fresh, revolutionary range of face
care products that are specifically made for asian women and that offer solutions for all skin
types, breakthrough formulations, delicate perfumes, and attractive packaging.
The evolution of Pond’s is a true reflection of the modern asian woman, who is confident,
vibrantly happy, and dynamic. And in keeping with the times, Pond’s provides products for
all face care needs, in every stage of a woman’s life, and even love.

From the classic cold cream, which was considered a cure-all way back in the day, Pond’s
now offers various platforms such as oil control and acne solution for young women on the
cusp of romantic discovery; skin lightening for those in search of true love; as well as
products that provide the best-proven anti-aging technology for those who wish to renew
sparks and rekindle passions.

Pond’s continues to deliver exactly what women long for: the gift of beauty that can bring
romance into their lives.

Pond's Age Miracle

The Pond’s Institute has successfully maximized the effect of Pond’s Age
Miracle on skin with more powerful breakthrough face care technology and continuous
research that can help reverse the signs of aging–promising younger-looking skin in just 7
days.

The Pond’s Institute has made the best even better. The newPond’s Age Miraclerange now
contains the Advanced CLA 4 Complex.

Pond´s patented Conjugated Linoleic Acid or CLA anti-aging technology, was the main
ingredient in the old formulation of Pond’s Age Miracle, has been blended with Alpha
Hydroxy Acids (AHA), Retinol and Retinol Boosters to form the new Advanced CLA 4
Complex.

Pond's Age Defense

Pond's Age Defense is the first multi-benefit skin aging prevention cream
from the Pond’s Institute. Enriched with the power of potent anti-aging ingredients White Tea
Extract, Vitamin B3, and SPF 15 PA++, it provides superior defense against skin aging’s
many causes while increasing the skin’s natural protection.

Pond’s recognizes the universal yearning for romance and the desire of every woman to love
and be loved. To prepare her for that special moment when romance is realized, Pond’s
continuously innovates breakthrough technology and products that can meet a woman’s
ultimate expression of beauty–flawless white skin that is fair, clear, and free of blemishes.
Pond's Flawless White

After pioneering skin lightening globally in the 90’s and after three years
of extensive research at the Pond’s Institute, and testing with thousands of women in Asia,
Pond’s presents Pond's Flawless White. Specially formulated for Asian skin, it is a range of
products that visibly lightens and reduces dark spots and blemishes in just 7 days.

Pond’s Flawless White contains breakthrough VAO - B3, an active complex that works in all
layers of the skin for maximum skin lightening performance that has never been achieved
before. The new VAO - B3complex: the new Vitamin E, Allantoin, and optics powered B3
complex works harder on dark spots to deliver flawlessly radiant skin.

Pond's White Beauty

Pond's White Beauty is a powerful skin lightening technology that

combines Lycopene + Pro-Vitamin B3 in a formula that works to help replenish the skin’s
depleted Lycopene levels. Its Triple UV protection provides optimum defense from the sun’s
damaging rays. It also gently dilutes the accumulated melanin in the skin, helping give it a
radiant pinkish-white glow as it lightens.

Pond's Clear Solutions

Pond’s understands the delightful anticipation and the spring of

possibilities that go with the bloom of adulthood. To help young women make the dream of a
smooth, oil-free, and clear complexion a reality, Pond’s proudly presents Pond's Clear
Solutions.

Pond's Clear Solutions is the newest and most comprehensive regimen designed to take on
acne prone skin for a clearer, more even skin tone. Pond’s Clear Solutions’ Salicylic Acid,
Aloe Vera, and Vitamin B3 help prevent clogging of bacteria in pores, reduce redness and
inflammation, and lighten post acne blemishes. Salicylic Acid, a mild acid (BHA), helps treat
acne by speeding up the removal of dry, bacteria-infected, dead skin cells.

Pond's Perfect Matte

 Pond's Perfect Matte helps normalize skin without the stickiness and
oiliness of other oil management systems. Specifically developed through advanced oil
absorption technology, Pond’s Perfect Matte delivers a shine-free and silky complexion that
looks matte and feels wonderfully refreshed longer.

With Pond’s Perfect Matte, sebum is visibly reduced. Unique micro traps are formed by
special ingredients such as elastomer, polymer, light ester, and powder, which continuously
capture sebum as it emerges from the skin. Oil is isolated from view, giving the visual
transformation from oily to normal skin.

PONDS AGE MIRACLE

About ponds age miracle
 Pond's Age Miracle skincare range was launched in India in Nov 2006 and is a truly
revolutionary anti-aging technology. The Ponds Age Miracle range have managed to touch
lakhs of women across the country because of its unique breakthrough product technology
that delivers effective results in addressing anti ageing needs of Indian women.

Pond's is a global face care expert that has a presence in 58 countries including Asia
(Philippines, Thailand, Indonesia, China, Vietnam, and Korea), Japan and the US - making it
a skin care brand to reckon with. The brand boasts of state-of-the-art R&D facilities led from
Ponds Institutes at New York, Tokyo and Madrid, helping it create international beauty
solutions for the discerning woman. The Pond's philosophy is based on the application of
leading-edge technology to face care, and making it suitable to different skin types. By
combining this with an intimate understanding of the woman's skin care needs and
requirements, Pond's delivers results women can see and feel.

Pond's Age Miracle, the anti ageing line with breakthrough technology, is bringing about
miracles in countries across Asia with its promise of visible reduction in wrinkles and age
spots in just seven days*. Its latest campaign in India the "7 day challenge with Money back
guarantee" invites consumers to select Pond's counters throughout the country to buy the
Pond's Age Miracle day cream (50ml).Consumers can try the product and if unsatisfied with
the results then they can return the cream and get their money back**.

The 7 day challenge campaign with money back was kicked off in all the major metros on 1st
September and is valid till 20th Oct. The offer is supported by a massive multi media
campaign aimed at reaching women across different markets.

In the anti ageing market category, this 7 day challenge campaign is a truly unique offering
from Ponds age miracle, something that has never been done before. It underscores the strong
belief that Ponds has in its revolutionary anti ageing line to deliver effective results for the
Indian woman.

The power ingredient behind Pond's age miracle is CLA - Conjugated Linoleic Acid - a
natural, non-irritant first discovered by Pond's in 1996. For the past 9 years, this wonder
ingredient was intensively researched by Ponds Institute, to make it suitable for Asian skin.
CLA helps reverse the signs of aging by stimulating the production of skin repair from deep
within the layers of the skin. It is the key that opens the door to younger, radiant and more
youthful-looking skin in 7 days* .

In short, CLA kick starts the skin to become active again and repairs skin where the core
aging processes have occurred. CLA helps reduce the appearance of age spots, outer cells are
rejuvenated whilst the renewal rate of new baby skin cells increases. It also combats fine lines
and deep-seated wrinkles and the support network to skin provided by collagen, decorin and
elastin are enhanced, providing a better cushion for the skin's surface.
Pond's age miracle has been specially formulated for Asian skin and it is effective in
rejuvenating from deep within the layers of skin to bring newer, fresher cells to the skin's
surface, resulting in a younger and smoother complexion

CLA Vitamin Complex

This refreshing, intensive full facial treatment is soaked with a concentration of vitamins and
anti-ageing ingredients that is known to reduce lines, wrinkles and age spots. Each mask is
intensively soaked with up to 10 times more than the actives concentration of our best anti-
ageing cream per application.

 With CLA that is known to help reduce fine lines and wrinkles
 Vitamin B3 is proven to visibly minimize appearance of age spots
 Helps maintains overall skin texture and tone
 Boosts full facial skin radiance

Marketing strategy of ponds age miracle

Although Pond’s Age Miracle signifies Hindustan Unilever’s entry into the premium skin
care market in India, the company is taking careful steps since the category is still very new
in India.
 
“Our main aim right now is to build the category. We are not afraid of competition, but
welcome it instead. More competitors will help us build the category further,” said Ashok
Venkatramani, vice-president and category head, skin care, HUL.
 
Priced at Rs 450 per 50 ml bottle, Pond’s Age Miracle day cream is the highest selling
product in the Age Miracle range, which includes seven different anti-ageing beauty
products. The product, however, faces stiff competition from Procter & Gamble’s recently
launched Olay, an anti-ageing cream priced at Rs 599 per 50 grams bottle.
 
The company strategically priced the product such that it can be bought by the higher middle
class. An internal study conducted by the company had revealed that, on an average, the
urban consumer spends Rs 900 a month on skin care. Hence the product has been valued like
a prestige brand, but priced and marketed as a masstige brand, prestige for the masses. As
part of its category building measures, HUL is investing in advertising and providing skin
care consultancy at big retail outlets. In the last two years, the company’s total ad spends
have gone up by Rs 450 crore. In order to increase its presence in large format retail outlets,
HUL has also inked a joint venture agreement with South African company, Smollan
Holdings, to provide in-store services and point-of-purchase management.
 
Anti-ageing, which is a big market in the western world, is catching up in India at a growth
rate of 40 per cent. It is valued at Rs 50 crore in the Rs 2,300 crore skin care market in India.
 
HUL rolled out this range in 500 outlets in the first phase of its launch last year. The brand is
currently present in 2000 outlets in 50 cities and several semi-urban areas in the country. The
company has plans to expand the number of outlets to 5,000 by the end of next year and is
targetting metros as well as second-rung cities. It has received the highest response from
Bangalore, Ludhiana and Lucknow.
 
Pond’s Age Miracle is part of Unilever’s global portfolio. The company currently sources the
entire range from its Thailand facility, but has plans to manufacture it in India. HUL’s
Personal care products sales, at Rs 3780.15 crore, account for 29 per cent of its total revenues
of Rs 13,035 crore. Other brands in the company’s personal care product portfolio include
Lakme cosmetics and beauty salons.
 Promotional techniques used
for increasing sales of
PONDS AGE MIRACLE

Special promotion on valentines

Ponds Age Miracle rolled out a special promotional activity for Valentine’s Day. The
objective was to drive sales in retail outlets, create awareness amongst the TG and introduce
them to a new skincare regime introduced by the brand. The ‘micro derma’ process regime
involves the use of various product variants of Pond's Age Miracle.

The activation took place in retail outlets in Mumbai, Delhi, Bangalore and Hyderabad.
Candid Marketing managed the activity in all four cities.

Atul Nath, Managing Director, Candid Marketing, explained, "The brief was to sample the
product and also introduce the TG to a new beauty regime created by the brand. There was
also an additional sales promotion linked with a Valentine's Day offer, through which a gift
would be given on every purchase."

The activity was carried out between February 5 and 15, 2009, at Lifestyle, Spencer's,
Shoppers Stop and Hyper City outlets in the four cities. 

Nath underlined the detailed planning for the activity. He elaborated, "Thematic kiosks, with
product branding, were created at each activity point, and brand ambassadors were hired and
trained to communicate the special/on-going offers. A complete procedure on approaching,
educating, registering, giving a skin analysis, introducing the regime and availing the special
offer was laid out and explained to these promoters in order to achieve the brand objectives."

Alongside sampling, the promo attempted to boost sales of the Pond's Age Miracle
Resurfacing Cream. This was done through a skin analysis and a wet sampling of the product
at the activity area. A special Valentine's offer promised an assured gift with every purchase,
and entry into a lucky draw through which the customer could win chocolates and flowers.
Dinner vouchers worth Rs. 2,000 at a restaurant in Taj Hotel properties were also part of the
lucky draw giveaways.

Get a free sample

A promotional technique opt by ponds for increasing it sales was by giving free sample after
filling the form, it was also an marketing strategy as it is also an questionnaire which also
results in market survey and will also help to know the sales. It will also an sales promotional
technique as it will help to increase sales.

Sale increase through limited period sale offer

This activity an sale for an limited time period for a month on its product was an sales
promotion technique as a special sale will attract customers to try there product and will
increase sales in the upcoming months. It was a good tool used by ponds.

Money back offer

New Pond's Age Miracle with the 'best proven anti-ageing technology'* is bringing about
miracles across the country with its promise to relieve the different problems of ageing skin
and deliver visible results by helping to reduce the appearance of fine lines, wrinkles and age
spots in just 7-days*** .Owing to the popularity of last years campaign, Ponds once again
brings to India the "7 day challenge with Money back guarantee"**.

Consumers are invited to select Pond's outlets throughout the country to buy the Pond's Age
Miracle Daily Resurfacing Day Cream (50g) and if after 7 days they are not satisfied with the
results then they can return the cream and get their money back**.

The 7 day challenge campaign with money back was kicked off in all the major metros on
21st June and is valid till 31st August. The offer is supported by a massive multi media
campaign aimed at reaching women across different markets. The challenge underscores the
strong belief that Ponds with its new and improved formulae now has the best proven anti-
ageing technology.*

The new Age Miracle range efficiently optimizes the effects of Retinol, (a form of Vitamin
A) which has long been proven to be the most effective single anti-ageing ingredient. Retinol
works by penetrating deep into the skin where collagen and elastin reside, where it stimulates
more collagen production and allows skin to repair and renew itself at a much faster rate.
Infused with the miracle compounds called 'Retinol Boosters' that, when blended together
with Retinol in Pond's products, not only mimic the effects of Retinol on skin, but also
amplify the effects of the products' original Retinol content.

Pond's has taken it yet another step further by adding the benefits of their original patented
CLA (Conjugated Linoleic acid) anti-ageing technology which also hastens the skin's cell
renewal process; and AHA, which provides immediate effects by reacting to the skin's upper
layer, weakening the bonds which hold dead skin cells together. The result is Ponds
breakthrough formula Advanced CLA4 Complex which is found in the newest range of the
Pond's Age Miracle line. Besides this, the new Ponds Age Miracle Daily Resurfacing Day
cream also contains SPF15PA++ which offers great protection from the sun's damaging rays.

Conclusion
After going through the ponds age miracle promotional technique what we conclude is that
the ponds had really work hard on promoting its product and make it accepted by the people
as the new launch of its product on age miracle was something new to its production.

The new techniques like coupons, money back guarantee, window displays, special
promotion etc was adopted by ponds to promote its product. It also did its promotional
activities keeping in mind its competitors working.

Also the sales promotional techniques used by them were effective and attractive specially
the sale for a month was an effective tool.

Overall the company was able to promote its product well and had given recognition to its
product.

Bibliography
The sources used were
 www.google.com
 Magazines
 Newspapers

Certificate
This is 2 certify that MISS HARSHDEEP KAUR student of South Delhi Polytechnic of
Advertising, Public Relation and Business Studies in 2nd year has completed the project on
product life cycle successfully to my satisfactory level.

Remarks