PRESENTED BY ANKITA R. PAWAR BEDPRAKASH

MISHRA BRUCHELLE

PERIERA DISHA DHAIRYAWAN

PG DIPLOMA IN CRM GROUP NO1

ICRI, MUMBAI

Olays Total Effects

Contents

BackgroundMarketing strategiesMarket sharePrelaunch activitiesTarget marketTarget positioningMarket segmentationMarketing mixSWOT analysis

Background

Born in 1950 by brand name “Oil of Olay”Created by chemist Graham Wulff as a gift for his

wife1985, Procter & Gamble bought Richardson-Vicks

and gained the Olay brandIn 2000, Procter & Gamble decided to shorten the

brand name to OlayIt is tapping Rs 2100 Crore Indian skin care marketTagline 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.

Olay Total Effects!!!

Minimizing the appearance of fine lines and wrinkles.

Soothing dry skin with cooling moisturization.Fighting dullness for a healthy-looking radiance.Gently exfoliating to smooth and even skin’s

texture.Refining to minimize the appearance of pores.With antioxidants, helps protect skin’s surface

from free radical damage.Hydrating to firm the appearance of skin

Market share of Anti-Ageing products

Anti- Ageing products form 3% of the total skin care market ($15 million)

Great potential for growthOlay 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.

Interestingly, these 7 signs of ageing described by 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 look young and don’t want to show their age signs.

Positioned very clearly that Olay is for premium class by 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 Motivated by ideals, values, knowledge favour, durability,

functionality

Marketing Mix (4P’s)

Product

Price

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 woman’s 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 Pro-Vitamin B5 (panthenol). Sunscreen Protectants

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

In India, Olay Total Effects is priced at Rs 699 for a 50 gm bottle. By Indian standards, this accounts for a premium category.

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

Promotions-(Testimonial Type of campaign)

Some comments by celebrity users: “My skin feels moisturized, softer, smoother and more

radiant! My 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 Olay’s anti-aging cream.

Cattrall is lending her famous form to Olay Total Effects 7-in-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

P&G's marketing team is currently in talks with major 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 approximate five billion consumers.

DHL courier is a service provider to the company through which it ensures its logistical efficiency.

Company has manufacturing and distribution networks in all major countries where it runs its operations like China, USA, UK and India.

Strengths Weakness

Aggressive promotional strategies

Packaging of Olay is attractive and convenient to use.

Easily available at any retail stores and drug stores

Brand Image

Targets the elite class High cost

SWOT Analysis

Opportunities Threats

Strong potential in emerging markets

Multinational beauty brands are increasing their presence in India

Can be made available in sachets

Challenge to convince customers to shell out double the price for Olay’s premium version.

Competition for Olay total effects will come mainly from HUL's Pond's, Dove, Lakme, L'Oreal and others

It is No. 1 Facial Skin Care brand in fashion capitals 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 they’re in.