Return to search

A study of Pond's Age Miracle Customer Perceived Value

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-4318
Date January 2008
CreatorsTran, Cong, Seleznyov, Yuriy
PublisherMälardalens högskola, Ekonomihögskolan, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Ekonomihögskolan
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0014 seconds