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Four P Analysis

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4P AND STP ANAYSIS OF 2 PRODUCTS
Submitted by: F102

SOLN:
Product 1 – Ponds
4p Analysis
Product – * Ponds is a brand of beauty and health products. It is mostly exclusively marketed to women. It is projected as an all purpose skincare brand

Price – * The aim of the product is to provide a high quality product at a low price. Hence the price of the product is on the lower side

Place – * As the product is not a utility product, it has little presence in the rural areas. The major distribution channel is the local grocery shops

Promotion – * The baseline of Ponds is “As beautiful as you want to be”. It also sends out a message clearly saying that the cream makes your skin softer.

STP
Segmentation – * Personal Skin Cream – Range of variant creams
Targeting – * Women with beauty as a priority
Positioning – * It positions itself as a product that helps women across the world to help care for their skin

Product 2- AXE
4p analysis
Product – * Axe is an iconic brand of male deodorants launched in India in 1999 with Axe Deodorants. Axe has a variety of male grooming products such as Axe Aftershave Lotions & Axe Body wash.

Pricing Strategy – * Axe is a Premium brand in Male deodorant industry and is also priced at a normal price targeting the youth of Middle and Upper Middle class.

Place – * Axe is distributed all over India with primary focus on Tier -1 and Tier-2 cities and is available in All grocery shops.

Promotion – * “The Axe Effect” is the flagship advertising campaign by Axe Deodorants and it is creating a lot of buzz around in the social media. The official Axe facebook page has more than 3.5 million fans.

STP
Segmentation – * Deodorants for Men
Targeting – * Targets the male urban youth – mass urban product
Positioning – * AXE is a cool, iconic,

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