Psycho-social implication

Using Ponds makes a consumer feel more attractive, feminine, and conveys an overall sense of well-being. It makes the consumer feel as if she is making herself beautiful without spending a great deal of money. It also enables the consumer to remove her makeup, which is supposed to be 'good for the skin.

Instrumental values

Using Ponds immediately gives the consumer a sense of well-being, makes the skin appear softer momentarily, and also cleans the face.

Terminal values

Using Ponds night after night makes the consumer feel good about using a trusted product, allows the consumer to save money (versus using a department store brand) while still allows the consumer to enjoy the positive benefits of using a beauty cream, including softer skin and a cleaner face.

Q1. 5 visual metaphors for Ponds

A beautiful, old-fashioned Victorian woman delicately dabbing Ponds on her skin

A woman holding a soft, white kitten to her face

A beautiful woman with her hair pulled back, applying Ponds to her face to remove her makeup in an all-white, pristine bathroom

A woman sweeping away expensive products from her dressing table with her hand and selecting Ponds instead

An image of Ponds nestled in a soft, white towel.

Q2. Detailed means-end chain for 2 competing brands: Cetaphil & Aveeno

Cetaphil

Concrete attributes

Cetaphil is a white, odorless moisturizer for dry skin.

Abstract attributes

Cetaphil is a drugstore brand that has a longstanding reputation for effectiveness and quality and is recommended by dermatologists.

Functional benefits

Moisturizing skin at minimal cost.

Psycho-social implication

Guilt-free 'pampering'

Instrumental values

Cetaphil reduces fine lines and relieves chapped skin for people with aging or dry skin. It does so at minimal cost...

Consumers who buy Aveeno feel good because they are purchasing an 'all natural' brand at a drugstore price, versus more expensive organic moisturizers.
Functional benefits

Relieving dry, chapped, and aging skin at minimal cost.

Psycho-social implication

A sense of not relying upon industrialized chemicals for beauty and a sense of being an 'all natural' beauty.

Instrumental values

Improved skin tone and appearance in the short-term, relief from chapped and dry skin.

Terminal values

Overall improved health of skin.

Q3. 2 Market facts that influence product form (positive or negative) - implications

There has been an increased interest in 'all natural' products and organic beauty products. While Ponds is a relatively minimalist product, the fact it is not marketed with specifically trendy ingredients like essential oils or organic ingredients could prove problematic (Biggest beauty trends of 2013, 2013, MSN).

Lower-end beauty consumers are more concerned about the 'healthy' nature of their beauty products, which could prove to be a plus for Ponds (Biggest beauty trends of 2013, 2013, MSN).

Reference

Biggest beauty trends of 2013. (2013). MSN. Retrieved:

http://living.msn.com/style-beauty/makeup-skin-care-hair-tips/biggest-beauty-trends-of-2013-plus-five-trends-that-we-hope-go-away-in-2013#12

Top 8 moisturizers by Consumer Reports. (2012). QVC. Retrieved:

http://community.qvc.com/forums/Beauty-Banter/topic/223354/top-8-moisturizers-by-consumer-reports.aspx