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Background

After a successful launch in early 2007 Pond’s Age Miracle, Unilever Vietnam’s anti-aging skincare product, is now experiencing falling sales and a declining market share having failed to complete its mission of counter-attacking its main competitor – P&G’s Olay Total Effect. This predicament poses a question of how Unilever Vietnam can improve market performance of this product.

Purpose

To determine Pond’s Age Miracle customer perceived value and propose recommendations on how to improve it.

Method

A combination of qualitative and quantitative approaches was pursued. In-depth interviews with consumers were used to discover relevant attributes of anti-aging skincare. A consumer survey was employed to measure relative importance and relative performance of the identified attributes – a basis for determining Pond’s customer perceived value.

Findings, Analysis and Conclusion

Customer perceived value of Pond’s Age Miracle was found to have a negative character on the entire market scale and across most of the listed consumer groups.

Recommendations

A re-launch of the upgraded version of Pond’s is suggested to maintain the current consumers and recruit the potential anti-aging skincare users.