<p>Background</p><p>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.</p><p>Purpose</p><p>To determine Pond’s Age Miracle customer perceived value and propose recommendations on how to improve it.</p><p>Method</p><p>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.</p><p>Findings, Analysis and Conclusion</p><p>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.</p><p>Recommendations</p><p>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.</p>

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&amp;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.