1. &
By
Zeeshan Valliani (12543)
Haris Jameel (6720)
A B2B Partnership Case Study
For Industrial Marketing

2. About
• Toni&Guy is one of the world’s
most powerful hair dressing
brands
• It has pioneered the concept of
professional hair dressing
worldwide
• It is the only salon brand to be
awarded “SuperBrand” and
“CoolBrand” status

3. About
• Pond’s Cream is a renowned
and demanded brand
of beauty products produced
by the Ponds Institute, owned
by Unilever.
• The company combines
heritage and innovation with
state-of-the-art R&D facilities
in Bangkok, Mumbai, New
York and Tokyo.

4. Background
• Toni&Guy and Ponds have joined hands
to bring consumers the best of skin and
hair care services.
• The flagship Toni&Guy salon AND
Ponds skincare centers will provide
hair, nail and skin services altogether to
customers at a single location.
• From hair extensions and body scrubs
including customized facials and
showering to foot reflexology.

6. DOLMEN CITY MALL, KARACHI

12. SWOT Analysis
Strengths
• The partnership will enable Ponds
to successfully position itself in the
niche market.
• At the same time, it will enable
Tony&Guy associate itself with one
of the world’s largest brands.
• Enabling the salon to gain the
competitive advantage over
competitors and dominate the
market share.
• Location of the salon is also the
strength for both Ponds and
Toni&Guy.

13. SWOT Analysis
Weakness
• Both Toni&Guy and Ponds
have their own product
lines.
• Toni&Guy won’t support
Ponds huge product line
competing with its own
products.
• Ponds is the largest
multinational brand
compared to Toni&Guy.

14. SWOT Analysis
Opportunities
• It provides opportunity to
both the brands benefit from
each other’s brand equity.
• Target brands like
“Nabila”, “Tariq Amin” etc to
promote Tony & Guy and
Ponds
• Advertising into “Fashion”
magazines read by
professionals

15. SWOT Analysis
Threats
• Ponds brand equity could be
damaged.
• Pakistan is a conservative country
where certain services of Toni&Guy
such as Sauna, Jacuzzi and
Massages could possibly damage
the image of Ponds as a mass
consumer brand.
• Conservative people might boycott
using Ponds as a cold cream by
associating it with Tony&Guy
massage and sauna facilities.

16. PEST Analysis
Political
• The government usually
introduces new policies and
guidelines in the industry, which
sometimes affects the business
operations negatively.
• The government policies may be
costly (taxes) and time consuming
due to the procedures and
processes that must be followed
during implementation.

17. PEST Analysis
Economic
• If the firm’s returns are
unstable, the company may end
up making huge losses due to
the costs associated.
• If Employees pressurize the
companies to increase the
employee’s salaries and other
remunerations, the firm may
close down if its profitability is
not stable.

18. PEST Analysis
Social
• Contemporary changes
brought by the fashion and
tastes and preferences require
further training and expenses
for the employees.
• Diversified expertise required

19. PEST Analysis
Technological
• Different hairstyles require different
equipment and machines to be used.
• Technology also requires employees to
be trained on the use of new
technologies.
• In order to live up to
customers/professionals expectations, a
greater need of modern and advanced
technology is required.

20. Porter Five Force Analysis

21. Porter Five Force Analysis
Bargaining Power of
Suppliers
• Low
Threat of Potential
Entrants
• High
Intensity of competitive
rivalry
• High
Threat of Substitutes
• Low
Customers Bargaining
Power
• High

22. Porter Five Force Analysis
Bargaining Power of
Suppliers
• Low
Threat of Substitutes
• Low
Customers Bargaining
Power
• High

23. The Problem
• Now of course this B2B
partnership has both
positive and negative
points which we analyzed
in SWOT analysis.
• But the biggest threat to
this partnership is that
Ponds image itself is at
stake.

24. The Problem
• Pakistan is a conservative
country where certain services
of Toni&Guy such as
Sauna, Jacuzzi and Massages
could possibly damage the
reputation of Ponds as a mass
consumer brand.
• Conservative people might
boycott using Ponds as a cold
cream by associating it with
Tony&Guy massage and sauna
facilities.

25. Our Recommendation for them
• Selective Marketing:
i.e. Targeting specific
customer groups.
• Both Toni&Guy and Ponds
can jointly target specific
customer groups:
– Through Fashion shows
– Fashion Magazines