MARKETING RESEARCH REPORT ON OLAYTO FIND HOW THE COMPANY CAN INCREASE THE MARKET SHARE OF OLAY NATURAL WHITE WHICH TARGET CUSTOMERS OF AGE GROUP 14-30 YEARS. SUBMITTED TO: SUBMITTED BY: Prof. Subrat Kumar GROUP- 120/12/2011 PGDM (IBM) Birla Institute of Management Technology Plot No. 5, knowledge park-II Greater Noida, UP-201306
Table of contents
1. Background study
2. Secondary Data
3. Literature review
4. Research Methodology
5. Management Decision Problem
6. Management Research problem
7. Methodology or approach(research Questions and hypothesis)
8. Questionnaire design
9. Company profile
10. Analysis and findings
11. Conclusion
12. limitations
13. references
Background study
The anti-aging market is one of the largest in the world. The majority of these people want to find a way to fight aging, which is why there is such a high demand for products which hide or fight the signs of aging. It is a great thing that there are so many anti-aging products available.
There have been many options for controlling on wrinkles like Plastic surgery, Botox etc. but plastic surgery could not get success because of its complexity and high cost and remained in the reach of film stars and high profile people. Same the case is with Botox but it was not complex and it is relatively economical. But Botox has its own side effects. Botox addresses only one aspect of facial rejuvenation motion wrinkles. The FDA has only approved Botox for use on an extremely limited area (less than 5% of our entire face). Regular injections risk skin and nerve damage and actually thin the skin exacerbating some skin problems. The effect of Botox injections almost completely disappear within 3 to 6 months. After which we need to again and again set up appointments with a doctor, get a new set of injections and spend more money (about $700)...every 3 to 6 months.
Anti-aging creams are now being used by people under 30 for wrinkle prevention because of growing consumer awareness of anti-aging solutions. From time-release, to heat activation, to nanosphere bursts, to film technology, specialty actives and delivery systems are helping drive the fast-growing cosmeceutical market, at US$2.5 billion in the U.S. alone. Anti-aging skin care products are expected to grow 11% annually by 2008. The slow release into the skin sustains the benefits of the active, meaning better, longer-lasting products. With skin care accounting for 59% of the cosmeceuticals market, new actives for skin care have plenty of room to grow.
Consumers are returning to the notion that natural is healthier, and the natural, holistic approach to personal care has regenerated itself in the form of organic preservatives. Despite a shorter shelf life, they provide aroma therapeutic and anti-oxidant wellness for the user, while preserving the integrity of the product. Organic personal care and cosmetics are expected to grow into a US$5.8 billion market by 2008. In Latin America, in spite of the region's low disposable income, the past two years have seen skin care march ahead of hair care as the fastest growing product sector. Mainly due to new technologically advanced products, anti-aging and anti-cellulite sales increased by 22% and 25%. This is also due to the fact that people under 30, in the hopes of preventing wrinkles and maintaining a youthful look, are buying more anti-aging products. Consumers have also become increasingly well informed about the advances in the skin care sector.
The report from Fredonia Group entitled Anti-Aging Products sets the 2004 market for health maintenance products at $18 billion in 2004, compared with just $2 billion for appearance products. The overall anti-aging market was set to grow by 8.7 per cent a year over the next five years, reaching a total value of $30.7 billion by 2009, compared to an estimated value of $20.2 billion in 2004. But although health maintenance products are expected to increase by 13.6 percent, appearance products are slated for 17.6 percent growth, with the highest increase, of 19.8 percent, in the skin care subcategory.
Anti-ageing products tend to focus on skin care, where anti-wrinkle cosmetics are now taking the market by storm. Euromonitor International estimated that the total market for skincare products is valued at $38.3 billion globally, a figure that is second only to the hair care sector. However, breaking this down for products specific to the anti-ageing market, the figures are even more dramatic. For products that target specific age-related conditions, the global market was estimated at $6.9 billion in 2003, indicating a growth rate of 11.4 per cent. India's personal care market is becoming more sophisticated as the country Westernizes according to a Kline and company report published earlier this year. According to Indian census report 113,742,306 females are in the age group of 34-59 years. So huge potential is lying in.
Watching this opportunity International direct seller Mary Kay Inc. has set up its Indian subsidiary, Mary Kay Cosmetics Pvt. Ltd., in Gurgaon, New Delhi. The company plans to invest approximately $20 million in the country over five years. Targeting the high growth Indian beauty market, Mary Kay expects 50% of its business to be generated by its skin care range and the rest by its color cosmetics and body care offerings. "We anticipate generating the same success in India that we have seen in other Asia-Pacific markets," said K.K. Chua, president, Mary Kay Asia-Pacific. Products have been priced to attract both mass to mid-range consumers. "We want to make this brand available to all working women looking for good skin and makeup. We have kept the pricing affordable so that the maximum number of women can buy them," said Hina Nagarajan, country manager, Mary Kay India.
The market has matured, and Indian women are ready to spend on looking good and feeling good." A survey at the Dubai and Heathrow airport retail outlets showed that Clinique was the most purchased skin care product among returning Indians. Speaking on While the market for direct selling beauty companies hasn't been very strong in the country, despite Oriflammes and Avon's steady business, Mary Kay is confident to bring a paradigm shift with its new selling strategy and approach. The company plans to create a pull in the market rather than push, and its consultants are being trained to act as beauty advisors rather than just salespersons. In fact, the company created a much focused product portfolio that answered beauty needs specific to Indian women, launching its Botanical Customized Skin Care Collection in India.
Secondary Data
Launched in 1957 in South Africa, now Olay is present in over 55 countries globally. In India, the brand has been distributed and has been available in the grey market all this while. Olay was formulated as a fluid moisturizer by South African chemist-entrepreneur Graham Wulff and launched officially in 1957. Once popular as 'Oil of Olay, the pink lotion' it is now known as just 'Olay' and enjoys a high recall value in India.
The Indian skincare market grew by 9.4% in 2003 to reach a value of $94 million. The compound annual growth rate of the market in the period 1999-2003 was 10.8%. Annual growth has fallen steadily from its 2000 high of 12.0% to a low of 9.4% in 2003.
The anti-ageing cream, Olay Total Effects, has been launched only in six metros in the first phase in India and has been endorsed by former Miss Universe and actor Sushmita Sen. "Initially 'it is made available at around 2,000 outlets including hyper retail stores, chemists, beauty advisors and the existing distributors in Hyderabad, Delhi, Mumbai, Kolkata, Chennai, and Bangalore,". After the overwhelming response by discerning Indian women to the Olay Total Effects, P&G has now initialed a unique campaign - The Olay Total Effects Challenge*. This is an opportunity to enable many more women to experience the delight of one product that takes care of several ageing skin needs.
Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven signs of ageing It is a breakthrough anti-ageing moisturizer containing the patented Vitaniacin formulation.
P&G Home Products Limited is one of India's fastest growing Fast Moving Consumer Goods Companies that has in its portfolio P&G's global brands such as Ariel and Tide in the Fabric Care segment, and in the Hair Care segment: Head & Shoulders - world's largest selling anti-dandruff shampoo; Pantene - world's No. 1 beauty shampoo; and Rejoice - Asia's No. 1 shampoo. P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble Company, USA that in India, has carved a reputation for delivering superior quality, value-added products to meet the needs of consumers.
The Indian skincare market grew by 8.5% in 2003 to reach a volume of 69 million units. The compound annual growth rate of the market volume in the period 1999-2003 was 8.8%.The strongest growth was in 2000 when the market grew by 9.1%.
The leading revenue source for the Indian skincare market in 2003 was the facial care sector, which accounted for just over 72% of the market's value. In value terms this sector was worth $67.9 million in 2003, an increase of 49% since 1999. Despite its leading position, the facial care sector was outperformed by body care, which grew by 62% between 1999-2003. In addition the body care sector generated the second largest revenues in 2003, reaching a value of $12 million, equivalent to 13% of the market's value. It is unlikely that this sector will challenge the leading sector's position going forward.
Because of the limitations of resources and funds we are taking secondary data as of 1999-2003 which is quite old. In theory and background a better and real scenario is projected. Hence figured data have its own limitations.
Market Segmentation
In 2003, facial care products totaled 72.1% of the Indian skincare market Body care made up a further 12.8% of the market's value. Sun care products held the smallest share (4.2%) in 2003. Till this time market for anti aging was not created.
Market Value Forecast
In 2008 the Indian skincare market is forecast to have a value of $134 million, an Increase of 42.8% since 2003. The compound annual growth rate of the market in the period 2003-2008 was predicted to be 7.4%.
The Indian skin care market has experienced an exceptionally high rate of growth during the past five years making it one of the world's strongest performing skin care markets. Its present value in India is $525 Mn. However, its growth rates are forecast to fall over the next five years. The Indian skin care market reached a value of $94.1 million in 2003, having grown with a compound annual growth rate (CAGR) of 10.8% in the 1999-2003 periods. This growth was substantially larger than that of the Asia Pacific market itself, leading to the Indian markets share rising by 0.2 percent age points during 1999-2003, accounting for 0.9 % of the Asia-Pacific market by the end of this period.
During the next five years the market is expected to experience declining growth rates. By 2008, the market is forecast to reach a value of $134.3 million, which equates to a CAGR of 7.4% in the 2003-2008 period, higher than the Asia-Pacific and global market CAGRs of 4% and 3.9% respectively.
Olay is not alone in its efforts to increase prices at $27.99 each also. In skin care, LOreal and Neutrogena sell products for over $20, and an influx of European brands carry price tags as high as $80 in some drugstores. In the cosmetics aisle, Physicians Formula has fueled sales and space gains with premium prices, but this spring Max Factor and Revlon's Vital Radiance failed to convince women to pay more for their offerings. Both lines have lost display space and Revlon has discontinued Vital Radiance.
Literature review
Looking better seems to equate with looking younger, and there is a readily apparent fear of aging. Many Urban adults seem to be dissatisfied with their natural appearance. In an online poll, Popular Demographics asked adults to rank their level of happiness with their personal appearance, and on a scale of 1 to 10 (with 1 being least happy), nearly half of the 2510 respondents (47 percent) gave themselves a score of 5 or lower. The poll found that:
87 percent of adults say that if they could change any part of their body for cosmetic reasons, they would; half would change multiple body parts
Fewer than 1 in 7 adults (18 percent of men and 10 percent of women) are happy enough with their bodies that they wouldnt change a thing.
A survey released by the Federation of Indian Chambers of Commerce and Industry (FICCI) reveals that 12 personal care products would continue to register growth rates that vary from 10 per cent to 20 per cent and above.
With the skin care market showing double-digit annual growth, P&G-owned Olay arked its entry into the $535 million Indian skin care market with Olay Total Effects Anti-Aging cream. "Today, anti aging is only 3% of the total skin care market at [$15 million], which means there is huge potential. It has been doubling every year for the last three years," said Sumeet Vohra, head of marketing, P&G India. "With our latest Olay anti aging product, we feel we can make a difference to Indian women with specific skin care needs. With the launch of four new Olay brand skin care products, we want to establish a strong presence in the country." P&G rival HUL launched its Pond's International range of skin care with targeted approach for every age group and skin type, and Olay's delayed entry might cost the company some market share. Justifying the move, Vohra added, "There are other players already present in the market, but we delayed our entry because we wanted to be absolutely sure that the product is right for Indian skin. We also tweaked the product a bit to suit Indian skin types. Secondly, we wanted to make sure that it is right from an economic standpoint, and we believe the time is right now. Today, women are more willing to embrace anti aging products, since looking youthful is a key beauty trend. Finally, this move fit in our sequence of priorities, because whenever we launch something new, we want to focus on it and put in the right amount of resources and energy behind each one of them." Olay Total Effects has been launched in six metros for the first phase of the launch, and the company plans to extend its presence to 25 cities and then add another 44. In speaking about the market share the company looks to gain with the Indian launch of the new product, Vohra said that the anti-aging products market is still nascent in the country, so there is ample room for the company to grow.
"There is a great need to increase awareness about this product. Initially Olay Total Effects will be available in around 2,000 outletsincluding hyper retail stores, chemists, beauty advisors and through existing distributors in Delhi, Mumbai, Kolkata, Chennai, Hyderabad and Bangalore," Vohra added. The company has previously introduced three other skin care rangesWhite Radiance, Beauty Fluid and Olay Cleansersto the Indian market.
"We are seeing price escalation in skin care," said Carrie Mellage, industry manager, consumer products, for Kline & Co., noting that women are seeking products with technology that improve their appearance. Mellage said that dollar sales across all beauty channels including mass, prestige, spa, specialty and direct -- are increasing at a more rapid clip than unit sales, indicating that price tags are inching up. Last year, dollar sales of facial treatments increased 7.8 percent, while unit sales grew 3 percent, according to Kline and Co.'s Cosmetics & Toiletries USA 2005 Report. Industry consultant Allan Mottus declared, "Drugstores need MAC Cosmetics and Clinique pricing to survive. The problem is the consumer isn't willing to pay those prices. She's feeling pretty burnt out." Referring to Max Factor and Vital Radiance's troubles, Mottus continued, "retailers were initially attracted by their higher price points, but that excitement didn't hold the last three or four months."
A higher cash register ring does come with challenges. For instance, several mass retailers have locked Definity behind glass to prevent theft. Brace said that P&G is working to resolve such issues as price points climb higher. He added that on shop-along with consumers who buy beauty across multiple channels, P&G found that many women arrived at department store counters armed with knowledge and in some cases knew more than the beauty adviser. Brace said, "The consumer drive for sophistication is driving prices higher."
It is the working woman who is more conscious of the way she looks rather than the woman who stays at home. And in India that segment is still small, unlike the Chinese market where there is a high population of working women. To that extent, the brand might have its limitations in India said Dr. R. K. Joshi senior consultant and coordinator of dermatology at Indraprastha Apollo Hospital New Delhi.
Anti-ageing solutions are nascent but gaining ground
Fastest growing segment in the skincare market (approximately 3 per cent of the overall skin category, it has doubled in the last three years)
Development of the skincare category in India
Growing consumer awareness
Research Methodology
Research design
A research design is a logical and systematic plan prepared for directing a research study. The methodology and techniques designed is the program that guides the investigator in the process of collecting, analyzing and interpreting data.
The research in this case is exploratory research. Single cross-sectional study has been used here. Information has been collected from a given sample of population only once by drawing the sample of respondents from the target population.
A Research Design consists of the following parameters
Exploratory research will be done on the information collected
Use of descriptive research in conclusion research design to attain the objective of research through single cross-section design
The measurement and scaling procedure that can be adopted for the research are dependent on the questionnaire designed and validity or degree of precision desired.
Questionnaire design
Sampling process and sample size.
Reasons for choosing a particular research design
Exploratory research: Since this research helps to assist the decision maker in determining, evaluating and selecting the factors which prompt consumers to buy OLAY Natural White product from external sources and reports.
Descriptive research: This method is used by analyzing the questionnaire that had been filled by consumers to find the main factors among the factors that had been spotted by exploratory research.
Single cross sectional design: Since the data collected in primary research through administration of questionnaire will be done for one sample of respondents drawn from the target population of consumers and this survey will be conducted once.
Secondary data:
Secondary data was collected mainly through the Internet, companies websites and based on the talks with the company report.
Primary data:
The Primary Data was collected from the survey which involved meeting with consumers and getting a Questionnaire filled.
Scope of the study:
Area: Bimtech Campus
Time: 7 days Product scope:
Defining the target population:
With regards to consumers any individual between the age-group of 14-30 formed the part of target population
Sampling Frame:
Consumers were selected on the basis of convenient judgmental sampling.
Sample size
The Sample Size for Consumers is 38.
ASSUMPTIONS FOR THE STUDY
The research is done by not focusing on the effects of time and cost consideration.
The selected sample unit, sample and sample size will be representing the target population.
The method of convenient sampling and sample frame selection will not lead to much error in answers.
The degree of confidence and degree of precision are enough for the study.
MANAGEMENT RESEARCH PROBLEM:
To find how the company can increase the market share of OLAY NATRAL WHITE which target customers of age group 14-30 years?
RESEARCH QUESTIONNAIR
Marketing Research Problem: Olay
Top of Form
1. NAME
2. AGE
3. Which Face Cream do you use?
4. Are you satisfied with face cream you are using?
YES
NO
DO NOT KNOW
5. Are you aware that Olay offers a range of products other than Olay Total Effects (Anti-aging cream)?
YES
NO
6. If given a choice, would you like to use any of the products of Olay Natural White?
YES
NO
7. If no, why?
8. Rank the following on the basis of price in increasing order
1) Olay Natural White
2) Ponds Fairness Cream
3) Fair & Lovely
4) Garnier Light
9. Rank the following on the basis of Suitability to skin in increasing order.
1) Olay Natural White
2) Ponds Fairness Cream
3) Fair & Lovely
4) Garnier Light
10. Rank the following on the basis of Availability in increasing order.
1) Olay Natural White
2) Ponds Fairness Cream
3) Fair & Lovely
4) Garnier Light
S
ubmit
Bottom of Form
We conducted this survey online hence we tried to show a window view here.
Questionnaire Analysis
&
Findings
1. Which face cream you are using?
Himalaya 3% Garnier 8% Dove 3% Ponds 11% Olay 11% LAKME 5% NIVEA 13% Clear & clear 3% L'Oreal 5% Vaseline 5% Oriflame 3% Lotus 3% Lacto calamine 3% fare & lovely 5% Emami fare & handsome
8%
clinique 3% none 11%
2. Are you satisfied with face cream you are using?
response
percentage
yes
30
79%
no
4
10.5%
Dont know
4
10.5%
3. Are you aware that Olay offers a range of products other than Olay Total Effects (Anti-aging cream)?
Response
percentage
yes
28
72
no
11
28
4. If given a choice, would you like to use any of the products of Olay Natural White?
responses
percentage
yes
27
69%
no
12
31%
5. Rank the following:
Name Price Suitability to skin Availability
Olay Natural White
Ponds Fairness Cream
Fair and Lovely
Garnier Light
00.511.522.533.5
Olay natural
white
Garnier lightPonds
fairness
cream
Fair & lovelyDid not
respond
pricesuitablity to skinavailibility
Conclusion
Conclusion
The research carried by us is an exploratory research which is to follow by Descriptive research. We tried to identify those factors which affect buyers perception for any product.
1. Customers in the 20- 30 yrs segment are aware of Olay Natural White products
2. The customers perceive the products as highly suitable to their skin type
3. However, they find the product to be very expensive and scarcely available
Recommendations:
1. Improving the distribution network to increase the products availability
2. Increasing the frequency of advertisements of Olay Natural White
3. Roping in more youth icons to advertise the product. Currently, customers relate Olay to icons like Madhuri Dixit and Kajol.
4. Better command on the marketing of the product to check for duplicity.
References
1. www.olay.com
2. Rashi Mittal, P&G , [email protected]
3. www.datamonitor.com
4. www.search-ebscohost.com
http://www.censusindia.gov.in/Census_Data_2001/Census_Data_Online/Social_and_cultural/Age_Groups.aspx
5. http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=26922274&site=ehost-live
6. http://www.undeniableproof.com/
27 | Page
