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A study of Pond's Age Miracle Customer Perceived Value

<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>

Identiferoai:union.ndltd.org:UPSALLA/oai:DiVA.org:mdh-4318
Date January 2008
CreatorsTran, Cong, Seleznyov, Yuriy
PublisherMälardalen University, Mälardalen University, School of Business, Mälardalen University, School of Business
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, text

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