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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-4318 |
| Date | January 2008 |
| Creators | Tran, Cong, Seleznyov, Yuriy |
| Publisher | Mälardalens högskola, Ekonomihögskolan, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Ekonomihögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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