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Contents
Background
Marketing strategies
Market share Prelaunch activities
Target market
Target positioning Market segmentation
Marketing mix
SWOT analysis
Background
Born in 1950 by brand name Oil of Olay Created by chemist Graham Wulff as a gift for his wife 1985, Procter & Gamble bought Richardson-Vicks and
gained the Olay brand In 2000, Procter & Gamble decided to shorten the brand name to Olay It is tapping Rs 2100 Crore Indian skin care market Tagline of olay is " Love the skin you are in ".
Marketing Strategies
Olay's Total Effects provides 7 anti-aging therapies in 1 formula. Olay has pinpointed what it considered to be the 7 deadly "signs" of ageing skin: - Fine lines and wrinkles - lack of moisture - uneven tone - uneven texture - large pores - sagging - damage due to exposure to free radicals.
market ($15 million) Great potential for growth Olay total effects contributed $2 Billion market share of $ 20 Billion (personal care product market)
Pre-launch Activities
Olay conducted an extensive research involving over 6,000
women across three continents : Lifestyles & ethnicities Varied economic strata Climatic conditions, Different levels of sun exposure, Different skin types Opinions to assess female attitudes in relation to skin care needs and their issues with ageing skin.
consumers were consistent with the clinical signs of ageing as agreed upon by the International Dermatologists Panel on Ageing Skin (including leading scientists and researchers specializing in clinical research) from USA, China, Japan and UK.
The research also disclosed that very few women knew
that the skin ageing process in fact starts in their mid-20s and not late 30s as most perceive it.
Target market
Olay total effects is an anti-ageing cream and P&G aimed
the Lower upper and upper middle social class for the product.
The target population for the product is women of age
between mid 20s to 50s in these social classes who are eager to look young and have desire to try something to look young and fight their ageing signs.
Target market
For Olay total effects P&G did followings to make clear the positioning of the product: Informed the market about the signs of ageing and age of
starting these signs to educate the customers. So that they can understand if they needed any anti ageing cream or not and what is the age to start using these kind of products.
Target positioning
Explained product quality that it fights those 7 signs of ageing.
Appointed Kajol and Sushmita Sen as brand ambassadors
for the product to make clear that what exactly and how the product works by showing their comments and usage experience.
Target positioning
Positioned Olay for those who have a higher concern to
using experts comments of usage experience that is likes of celebrity hair stylists and beauty experts.
Dilshad Pastakia Coleen Khan Affonso TV Anchor & Actor Tisca Chopra Health and wellness Expert Shikha Sharma Economist & Head, Future Trends (Future Group) Roopa Purshottama Fashion designer Anita Dongre
Market Segmentation
Geographic Segmentation: As the Olay total effects launch in the metro cities of India with having some beauty experts, Actresses, T.V. anchor, Fashion designers in its promotional campaign. Density: Urban Behavioural segmentation Targeted for Regular users Users who are well informed ,interested in such kind of products
Demographic Segmentation: Gender: Female Age: Mid 20s-50s ( As Brand Ambassadors are Kajol & Sushmita Sen) Social Class: Upper middle, lower upper
Psychographic segmentation:
High Resource people Thinkers, mature, satisfied, reflective people
Promotion
Place
Product
Olay Total Effects, is a unique anti-ageing moisturizer that
comes in a convenient, easy-to-squeeze pump jar, perfectly sized for every womans handbag Available in two variants Normal (UV and Non-UV) Gentle (UV and Non-UV) with a light, fresh-scent, or fragrance-free.
Product formulation
Olay Total Effects is a breakthrough anti-ageing
moisturizer contains
(Patented) Vitaniacin formulation
Anti-ageing combination of niacinamide (Vitamin B3),Vitamin E and
Product
There are some 17 different cleansers, moisturizers and
cosmetics in Olay's Total Effects line that appeal to women with all different skin types. Total Effects also has specific products that appeal to women afflicted with the aging effects of menopause
Moisturizers with SPF production
A sunless tanning cream.
Price
Comparatively, the cost of Olay's Total Effects skin care line is considerably less than elite department store brands, such as Dior and Chanel. Total Effects products range in price from around $8 to $23 The cost of Total Effects facial cleansers is more modest and runs from $8 to $10 The moisturizers reflect a substantial increase in price, averaging from $18 to $20
Price
Promotions
Saatchi & Saatchi, which handles most of P&G's brands
globally, has bagged the advertising account in India The company uses television mass advertising in particular, Internet marketing and other marketing mediums to promote its brands.
Promotional Event
fine lines and wrinkles too have visibly reduced which makes me look years younger. I am glowing! Thanks Olay Total Effects! - Anita Dongre, Fashion Designer
I have been using Olay for the last 13 years, and I love the brand. With
Olay Total Effects, my skin feels softer, yet firmer and more supple & radiant. This is the best moisturizer I have ever tried! - Shikha Sharma, Health & Wellness Expert
Promotions
The Ageless Kim Cattrall is the new face of Olays anti-aging
cream. Cattrall is lending her famous form to Olay Total Effects 7in-1 Advanced Anti-Aging Body Wash and Body Lotion. The striking fifty something -best known for her role in Sex And The City franchise, is now encouraging women to follow her lead and demand body products that give a youthful appearance from head to toe.
Promotions
organised retailers for display tie ups at Shoppers Stop, Pantaloons and Westside among others to cater to the brand's target group, the premium shopper.
Place
P&G distributes the products in about 140 countries to
all major countries where it runs its operations like China, USA, UK and India.
SWOT Analysis
Strengths
Aggressive promotional
Weakness
Targets the elite class High cost
strategies Packaging of Olay is attractive and convenient to use. Easily available at any retail stores and drug stores Brand Image
Opportunities
Strong potential in
Threats
Challenge to convince
emerging markets Multinational beauty brands are increasing their presence in India Can be made available in sachets
customers to shell out double the price for Olays premium version. Competition for Olay total effects will come mainly from HUL's Pond's, Dove, Lakme, L'Oreal and others
with $2 billion in annual sales, Olay skincare products have gained high recognition from consumers in fashion capitals such as New York, London, Sydney, Hongkong. Are considered as a beauty secret to young-looking skin. Continuous innovation & breakthrough Technology from Olay has helped millions of women love the skin theyre in.