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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. Olay, a long-time skin care brand, is attempting to disrupt the cosmetics model with a unique marketing approach that brings the power of artificial intelligence (AI) to skin consultation. IE-IMBA-EMURY. Choose from contactless Same Day Delivery, Drive Up and more. Later they decided to include the sun protection factors to improve the product. These were written in Readers Digest and also newspapers which often gave a look of editorials. The various products under the brand are Complete, Total Effects, Prox, Fresh effects, Body, White Radiance, Regenerist, Regenerist luminous etc. Olay's most aggressive competitor since the mid-1990s has been Unilever's Dove. 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). The extremely effective style advertisements proved by the ‘reader’. A look that’s highly defined. Nonetheless, this is a skin care line specifically geared toward anti aging prevention in women. 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, still the leader in mass-market anti-aging skincare, is bringing out the white-coated scientists for its latest product launch. One of the main drawback of Olay is that its priced very high because of which not many customers buy the product as a result of which olay looses its customers to its competitors like Garnier, L’oreal and others who are priced according to the mass market consumers. Instagram influencers raise awareness of Olay’s cause marketing movement by weaving its products into their daily skincare routines for a 28-day challenge. Olay Marketing Plan 4888 Words | 20 Pages. Olay is a 66-year-old global skin care products brand within Procter and Gamble’s (P&G) $65 billion-dollar product portfolio. Olay products are easily available at cosmetic stores, supermarkets, online through ecommerce sites etc. Target market of Lux is the age group between 16-40 and urban and semi urban areas. You can view samples of our professional work here. A high demand made to the product as Oil of Olay made remarkable to success in the South African market. In that year, Olay Regenerist Micro Sculpting was the leading anti-aging facial brand in the United States with sales that accounted for 8.7 percent. Products like Body and White radiance were basically launched in America and Asia respectively. 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. You can rest assured that OLAY.com is operating responsibly to provide service to all customers across the US as quickly and safely as possible. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. There’s one that’s just right for every skin type. Olay has been an established and popular brand so its name will increase the willingness of consumers to try new brands. The brands range from high end to low end, respectively, to reach different demographics. Target Audience cont. A Marketing Research on Olay. The weightless formula immediately leaves skin feeling soft & smooth with a matte finish. There has been a shift over the years from older consumers to younger consumers, although older consumers are still the most prominent. Survey of 100,000 people by TNS. Do you have a 2:1 degree or higher? This article has been researched & authored by the Content & Research Team. * It works by resignaling your skin to repair the moisture barrier and boost the surface-cell turnover rate. 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. Olay have been successful in coming up with new products to meet the market demands. Another problem that occurred was that customers are not able to directly purchase Olay through Olay.com, making them have to go to another source. New Olay Definity transforms the look of brown spots, dullness and uneven skin tone. Women are spending more money to get a good look. MBA Skool is a Knowledge Resource for Management Students & Professionals. Women of this age have a greater disposable income and will buy premium products, even if using mass-market brands for their daily skincare. COMPARISON 1.Pricing factors OLAY Fair and Lovely Garnier Targets elite urban upper class women of the affluent category. They make everything from anti-wrinkle skincare to anti-acne care. Also personal messages were written to the reader by a fictitious advice columnist Margaret Merrill. Study for free with our range of university lectures! Olay mainly targets middle aged women from 25-45 as the product is for reducing wrinkles with the basic concept of looking young and therefore so is the target market, though Olay could have implemented research and developed new age products for younger women to achieve the market share and increase is brand equity, Inspite of very few publics falling into the brand’s target the brand has marked a place as a global leading skin care product. Covergirl is an American brand of cosmetics sold by Procter & Gamble. If it did, then how can the marketer achieve sales in the most cost efficient manner and it included the best frequency, targeting and other dynamics. Let us start the Olay Marketing Mix & Strategy: The product strategy and mix in Olay marketing strategy can be explained as follows: Olay is a global brand providing the beauty products. Olay is a skin care line previously Oil of Olay. Suitable for all skin types, Olay Complete matches your skin’s needs with its formulas for regular, sensitive, combination/oily or extra dry skin.”, “Olay Hydrate & Cleanse dissolves oil, makeup and dirt while a mild surfactant gel matrix helps to sweep away impurities for a clean, rinsed feel. To skin care products on MBA Skool Team hydrates skin to make it regain it 's youthful look Olay.. Always come up with unique kind of taglines to appeal the youth Active. Sun protection factors to improve the product, pricing, advertising & distribution strategies used by Olay and we rated... Over 400,000 users submitting their receipts through our suite of mobile apps, we help you understand... To skin care products consumption grew over the years of the marketing mix identifies the organizational outputs are! Actress like Katrina Kaif, Kajol, Madhuri Dixit etc protection factors to improve the product most regional name,... 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