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A study of Pond's Age Miracle Customer Perceived Value
Mälardalen University, School of Business. Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Business.
Responsible organisation
2008 (English)Student thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2008. , p. 90
Keywords [en]
Customer perceived value, cosmetic, anti-aging skincare
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-4318OAI: oai:DiVA.org:mdh-4318DiVA, id: diva2:126600
Presentation
2008-02-06, U2-260, U, Vasteras, 13:00 (English)
Uppsok
samhälle/juridik
Supervisors
Available from: 2008-11-21 Created: 2008-11-19 Last updated: 2008-11-21Bibliographically approved

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Business Administration

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf