Hence, all these cover the marketing mix of Olay. Later they decided to include the sun protection factors to improve the product. Olay have been successful in coming up with new products to meet the market demands. It was hard be convinced of the credibility of these type of claims when more details were not provided with the result that each person had using the skin care line. In order for Olay to stand out to the target market, ongoing promotions and road shows during Olay’s campaign period would create a stronger existence of Olay as a brand. Life & Style Magazine gave their “Beauty Award” to… Olay Definity Eye Illuminator , for Best Eye Cream, (August, 2009). Do you have a 2:1 degree or higher? The main ingredients of the product include glycerine, vitamin B3, broad spectrum sunscreen, vitamin A derivative etc. In India, Olay has actress like Katrina Kaif, Kajol, Madhuri Dixit etc. ... Globally P&G’s personal care market is around $20 billion, of which $2 billion is contributed by Olay Target Consumer Middle aged socially active Indian women looking for one product that will help her stay young and beautiful. Shower your body in skin-loving cleansers and moisturizers from Olay today.”, “A moisturizer with a touch of sunless tanner, Olay Touch of Sun gives your skin a radiant, sun-kissed glow. Olay has innovated many product lines in the skin care segment to reach a different and a large variety of consumers world wide who have their own set of needs, and most importantly Olay is a very long established company under Procter & Gamble’s hood which is one of the largest companies and globally dominating. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. 1) EXECUTIVE SUMMARY Olay is the top facial skin care retail brand in the world and is one of Procter & Gamble (P&G)’s multi-billion dollar brands. It is a personal-care brand associated with FMCG sector. P&G first did a research if the online marketing would benfeit the brand and wether if it will influence the minds of the customers as they wondered that wether the payback is better than the other media choices in terms of influencing sales, they then focussed on “effectiveness” and have come up with a strategy as ., does online advertising affect sales? The company included foods and beverages in its product mix until the Pringles brand was sold to the Kellogg Company in 2012. Olay’s products never depicted what the products did but instead carried taglines attracting the youth like “Discover The Youth in You” etc. which have helped the brand grow. All work is written to order. Cosmetics Industry Overview: Global cosmetics market is expected to garner $429.8 billion by 2022, registering a CAGR of 4.3% during the forecast period 2016-2022. With regular use, skin stays hydrated, supple and radiant – even if you skip a day.”, “Olay’s moisture-rich shower products will take your shower to a whole new level with luxurious moisturizers and skin-loving cleansers. The fact that Pro-X is an extension, not a new brand, makes it much easier for distributors and retailers to agree on distributing and selling it as they don’t need to worry about potentially risky aspects, e.g. Olay has a spread widely all over by installing kiosk’s in malls and retail stores through out and had achieved a large number of customers who are quite happy with the positive results of the product. Customers’ perceived risk of purchase also becomes lower than in the case of a completely new brand. The product is well perceived amongst the people so they are ready to buy it even for a higher price. The brilliant advertising and marketing intuition of Mr. Jack Lowe’s has invented the first name as Oil of Olay, designed the label and wrote on the pack copy. This includes the use of additives like glycerin, which have been argued will remove moisture from the skin instead of adding it to the complexion. Olay has offering a multitude of 11 product line, some of them are â€¦, “Olay Professional Pro-X is a scientifically advanced line of skin care that gives you younger-acting, younger-looking skin in 28 days. A Marketing Research on Olay. Choose from contactless Same Day Delivery, Drive Up and more. The improved number of working women equates the women spending more money to spend more on their skin care, skin care become one of the favorite path for expenditure. P&G standardised the Olay range at the end of the 1990s, dropping most regional name variants, such as Ulay. There’s one that’s just right for every skin type. Then Adams National Industries formed by both the partners Graham and Jack to market Oil of Olay. Covergirl Simply Ageless The target audience for the current Simply Ageless campaign is probably middle class women ages 40-65. Olay has launched a various types of skin care products so as to extend the brand into different variants in the skin care segment very successfully there by validating its brand effectiveness prevailing on its consumers minds . No plagiarism, guaranteed! The result? These awards prove that the brand has made a significant impact on the consumers mindsets and has established a very strong brand loyalty, and also its Brand Image as an unbeatable market leader in the skincare industry in the anti ageing cosmetic sector. Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. Olay Total Effects SWOT Analysis Olay Total Effects Strengths Below are the Strengths in the SWOT Analysis of Olay Total Effects: 1. Products like Body and White radiance were basically launched in America and Asia respectively. Olay’s Pro X series is simply dermatologist designed, and consists of treatments that are powerful enough to stand a step above creams, oils, and other Olay formulas. With over 400,000 users submitting their receipts through our suite of mobile apps, we help you better understand consumer behavior across all channels. This article elaborates the product, pricing, advertising & distribution strategies used by Olay. However, year-on-year sales were down by 11% in the 12 months to July 2005, and in this year’s Readers’ Digest Most Trusted Brands survey, Nivea knocked Olay off top spot being one amongst its tough competitor (bowery). This breakthrough facial moisturizer transforms from cream to liquid on contact for fast absorption and a breathable feel. The result? Olay would do better to potentially focus on more powerful active ingredients in their skin care line to attract users. When done correctly, they also reinforce the properties of the existing parent product through synergy and bring news to the brand. He determined to formulate a product which extensively cares for skin, as his attention turned to skin care. Guaranteed. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. MBA Skool is a Knowledge Resource for Management Students & Professionals. The companies are not associated with MBA Skool in any way. Olay undoubtedly has done a marvelous job of building on its heritage of skincare for its major&core target – the older women. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. Olay Market Segmentation MARKET SEGMENTATION Marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them. The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Olay Natural White competitors and includes Olay Natural White target market, segmentation, positioning & Unique Selling Proposition (USP). According to the source brand value mainly on the financial performance and the brand market performance and olay has very efficiently balanced both its financial and the brand’s market performance. In 2006 Olay was launched in Philippines and 2007 in India. PRODUCT BENEFIT Renews skin’s surface layers for smooth texture and refined pores. 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