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A high demand made to the product as Oil of Olay made remarkable to success in the South African market. Instagram influencers raise awareness of Olay’s cause marketing movement by weaving its products into their daily skincare routines for a 28-day challenge. 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. 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. 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. From quick, convenient cloths to double-sided discs to powerful scrubs, masks and more, Daily Facials has a cleansing product perfect for you.”, “Life can be stressful, but it doesn’t have to get under your skin. 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). Free resources to assist you with your university studies! As a consumer goods company P&G had global, on the ground presence in about 150 countries, more than 300 brands manufacturing, distribution and selling acclivities going on day to day basis. Olay have been successful in maintaining the image and the price because off the quality of the product. Olay’s pricing policy in its marketing mix is also dependent on its close international competitors, which have similar offerings in the similar price bracket. 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. Philippine Market for Cosmetics. They have been focussing to fulfil all the skin care neds of the people irrespective of their age and skin type. 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. Olay has the strong backing of the parent company P&G and is thus spread all over the world. It is a personal-care brand associated with FMCG sector. Olay had come up with the anti-ageing products to target a new segment in the market. With the prohibitive cost of establishing new brands (just ask ex dot-coms), brand extensions save companies money. MBA Skool is a Knowledge Resource for Management Students & Professionals. What is Olay? In fact, January this year saw the launch of Olay Essentials … Shop for olay skin care products online at Target. Olay basically targets the higher middle class people and are price a little higher than other brands. The trust by the women over fifty years made Olay as the world wide leader in skin care products. Covergirl is an American brand of cosmetics sold by Procter & Gamble. Until 1995, Dove was the US's leading soap brand, and Olay the best-selling moisturizer; but since then both products have launched a series of spin-offs designed to capture first the middle ground of feminine cleansers, and then a string of other market segments. In November 2008, they launched a range of premium skincare products under its Olay brand. (January, 2009). Olay has emerged as market leader in many countries like UK, China, USA. The Olay Pro-X range is aiming at mass market but is being marketed as a luxury product at the same time. In recent years, the UK’s cosmetics market has seen many brands launching exclusive and expensive lines after gaining some of the market share. 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. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. They have widely spread distribution network. They have been successful in increasing fairness and reducing the dark spots. In effect, brand extensions allow a company to capitalize on the “previously paid for” recognition, reputation and leverageable equity of its brand names. 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 … Subscribe to save 5% + an additional 5% when you use your REDcard on select facial moisturizers. They have been successful in increasing fairness and reducing the dark spots. 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. It has majorly tried to come up with moisturiser to stay looking young. Many companies could make a cola, but only Coca-Cola owns that brand. ... 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. More flawless.”, “Olay Regenerist, formulated with the exclusive Olay Amino-Peptide Complex, beautifully regenerates skin’s appearance, without irritation, by renewing its outer layer one cell at a time. as their brand ambassador which again attracts youth easily. (18-35 yrs) Considered to be premium Skincare brand Does not claimed itself to be Not a premium brand a … Olay's target market is women of all ages. 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. The result is skin that looks, feels and behaves more like new skin.”, “The key to the success of Total Effects is its exclusive VitaNiacin formula. This is closely related to P&G’s desire to re-position the brand for high-end market customers. Magazines, newspapers and hoardings all are used for the promotion activities. Reference this. Body Care Category. Whips are made with Active Rush Technology that transforms from cream to liquid on skin for instant absorption. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. As of 2020, Olay Natural White is one of the leading brands in the FMCG sector. Company Registration No: 4964706. Olay is Britain’s bestselling skincare product, according to Marketing’s Biggest Brands survey. Later they decided to include the sun protection factors to improve the product. Olay has been an established and popular brand so its name will increase the willingness of consumers to try new brands. Life & Style Magazine gave their “Beauty Award” to… Olay Definity Eye Illuminator , for Best Eye Cream, (August, 2009). COMPARISON 1.Pricing factors OLAY Fair and Lovely Garnier Targets elite urban upper class women of the affluent category. Women are spending more money to get a good look. IE-IMBA-EMURY. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. Marketing Plan Olay. 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. fTarget market Olay total effects is an anti-ageing cream and P&G aimed the Lower upper and upper middle social class for the product. 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. Olay is one of the most selling brand of Procter & Gamble. They have always created an image focussing on “helping women become beautiful”. 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. Marketing *You can also browse our support articles here >. VAT Registration No: 842417633. PRODUCT BENEFIT Renews skin’s surface layers for smooth texture and refined pores. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. In this case, Procter & Gamble’s products are classified as consumer goods. * It works by resignaling your skin to repair the moisture barrier and boost the surface-cell turnover rate. 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. which have helped the brand grow. The extremely effective style advertisements proved by the ‘reader’. It originated in south Africa and has spread worldwide by now. 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. 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? to maintain consumer loyalty and loyalty, the companies in skin care industry adopting the latest technology and making the revolutionary substances to new products. Survey of 100,000 people by TNS. Olay Total Effects SWOT Analysis Olay Total Effects Strengths Below are the Strengths in the SWOT Analysis of Olay Total Effects: 1. No plagiarism, guaranteed! When Mr. Wulff functioning for the Industrial Development Corporation (IDC) in South Africa in the early 1950’s. No streaks. It is a safe, trusted and comfortable brand. Breakthrough Olay Whip moisturizers deliver powerful skincare with a light as air finish. Go beyond lines and wrinkles. However, with the name change there has also come a change in its target audience, especially in more recent years. source: http://www.brandextension.org/benefits.html. Browse 4Ps Analysis of more brands and companies similar to Olay Marketing Mix. Cosmetics Market (makeup or beauty products) are . safety issues. A Marketing Research on Olay. Since then Olay have always come up with unique kind of taglines to appeal the youth. One more issue could be the fact that this line targets women specifically who are middle-aged and also some of the main ingredients used have been contentious in the past. Olay’s products never depicted what the products did but instead carried taglines attracting the youth like “Discover The Youth in You” etc. Formulated with an emollient cleanser and skin hydrators, Olay Hydrate & Cleanse leaves skin feeling and looking beautifully healthy.”, “Daily Facials gently clears away oil, dirt and makeup down to the pores, leaving your skin refreshed, rejuvenated and beautifully clean. Registered Data Controller No: Z1821391. The content on MBA Skool has been created for educational & academic purpose only. Looking for a flexible role? This means that they’re a step above many of the other well known brands in the market 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). Do you have a 2:1 degree or higher? Also personal messages were written to the reader by a fictitious advice columnist Margaret Merrill. This ensure an extensive geographic reach for the brand Olay. Better Homes and Gardens’ “Best New Product Award” goes to.. Olay Definity Color Recapture for “Best New Anti-Aging Product” and “Best New Product Overall” in a survey among 50,000 consumers, (January,2009), Consumer Survey of Product Innovation gave their “Product of the, Year Award” to… Olay Body Wash plus Spa Exfoliating Ribbons Winner. (Marketing Week, 30.10.08). He determined to formulate a product which extensively cares for skin, as his attention turned to skin care. New Olay Definity transforms the look of brown spots, dullness and uneven skin tone. Nivea has always made their products with the view to mass market it with different offerings for a different set of buyers and making i… Target Audience cont. Jack wrote the advertising copy to the magazines and newspapers as tips and beauty hints with suggestions on how to use the product. Olay have been successful in maintaining the image and the price because off the quality of the product. P&G compete a wide collection of categories ranging from baby care, household care, fabric care, beauty care, food and food care, per care and as well as health care. This breakthrough facial moisturizer transforms from cream to liquid on contact for fast absorption and a breathable feel. The weightless formula immediately leaves skin feeling soft & smooth with a matte finish. “Brands are a constraint to enter into new variants.” Brands (not production capabilities) are the prime barrier to entry into most categories. The Pro-X series is yet another additional line in ‘Olay’s family’ and it benefits from the fact that the awareness of core brand can reduce costs. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Covergirl deals in a wide gamut of cosmetics such as foundations, concealers, blushes, and lotions for face makeup, eyeshadows, eyeliners, kohl pencils, and mascara for … The brands range from high end to low end, respectively, to reach different demographics. 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. In 2006 Olay was launched in Philippines and 2007 in India. Choose from contactless Same Day Delivery, Drive Up and more. Products like Body and White radiance were basically launched in America and Asia respectively. Aimed at the clinical dermatology market created at CDP originally development of technology is STAS. Olay, still the leader in mass-market anti-aging skincare, is bringing out the white-coated scientists for its latest product launch. Our brand extension study for Reese’s identified peanut butter as a logical brand extension. This is not an example of the work produced by our Essay Writing Service. It is never too early to start taking care of your skin. And also the unavailiabilty of personal testimonies makes it difficult to believe all the claims of their products because the reviews given on them did not have names or pictures. Olay has received quite some awards stating its Brand loyalty,Brand image among which some of the latest award’s are.. Glamour Magazine gave their “Glammy Award” to…Olay Regenerist Eye Lifting Serum, for Best Drugstore Eye Cream,(September, 2009). We’re committed to doing our part to help stop the spread of COVID-19. Olay ‘s ads are approachable and real. Reduces lines and wrinkles with moisturisation. Following is the distribution strategy of Olay: Olay started in South Africa and now the brand has spread worldwide and widely accepted. 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 names and other brand information used in the Marketing Mix section are properties of their respective companies. Olay Regenerist Whip delivers powerful wrinkle results without heaviness. According to P&G spokesman, “Pro-X is aimed at customers who are more likely to buy mid- to premium-range skincare products from department stores”. The promotional and advertising strategy in the Olay marketing strategy is as follows: Olay followed a unique kind of promotion strategy. Numerator Insights are powered by the InfoScout Omnipanel. 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 . These women are starting to find wrinkles on their skin or are feeling self conscious about the fine lines and wrinkles that come 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. 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. Olay's most aggressive competitor since the mid-1990s has been Unilever's Dove. The companies are not associated with MBA Skool in any way. Olay Total Effects Target Market Middle aged and younger women above 25 years of age of higher middle class. Olay have been successful in coming up with new products to meet the market demands. There are significant benefits to a successful brand extension: “Identify logical new product possibilities”, “Capitalize on the paid-for equity in established brand names”, “Enable a company to enter new categories at significantly lower cost”, “Reduce the risk of failure given the already established awareness and trust”, “Create a positive synergistic effect with the efficiencies of umbrella branding and advertising”, “Reinforce the consumers perceptions of the parent brand name”, “Bring news to existing brands when there is otherwise nothing new to say about them”. It had been set up with the tagline to help women become beautiful. They actually strengthen the skin’s natural moisture barrier to prevent dry skin over time, thus breaking the cycle of dry skin. Our academic experts are ready and waiting to assist with any writing project you may have. For example, the brand has been established with a seriously rock-solid reputation as a keen developer of quality skin care products. Hershey could not have efficiently entered the peanut butter category without the Reese’s brand. The result? A new anti-aging breakthrough that’s potent, proven, and professional.”, “The face of anti-aging will forever be redefined. ... but such expertise can be cost prohibitive for Olay’s large and growing middle class target market. These were written in Readers Digest and also newspapers which often gave a look of editorials. The target population for the product is women of age The main ingredients of the product include glycerine, vitamin B3, broad spectrum sunscreen, vitamin A derivative etc. Choose from contactless Same Day Delivery, Drive Up and more. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. 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. CONCLUSION/RECOMMENDATIONS: BHAI PLZ HELP OUT WITH THIS UNTIL THEN I WILL FIGURE OUT THE REFERENCES… OK MERE BHAI .. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! As he was a productive inventor, he set up a laboratory at his home, at his home he used to develop products at his free time. … Olay is spread in counties like Netherlands, Belgium, Germany, USA, Spain, France, Italy, UK, Ireland etc. Hence, all these cover the marketing mix of Olay. The brand is being positioned the favorite soap of Film stars has been consistent in terms of communication and positioning. Women of this age have a greater disposable income and will buy premium products, even if using mass-market brands for their daily skincare. Younger people are becoming more aware of the importance of skin care and investing in its benefits. This is the SWOT analysis of Covergirl. The company included foods and beverages in its product mix until the Pringles brand was sold to the Kellogg Company in 2012. Disclaimer: This work has been submitted by a university student. The “Fearless 9” females lead Olay’s #FaceAnything campaign with empowering messages to invite other women to embrace their true beauty. For a better and younger look they are willing to try new products. Target market of Lux is the age group between 16-40 and urban and semi urban areas. They make everything from anti-wrinkle skincare to anti-acne care. Quizzes test your expertise in business and Skill tests evaluate your management traits. If you need assistance with writing your essay, our professional essay writing service is here to help! Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. P&G started with an ample frequency of 40 ads per consumer over 8 weeks this was way too past the point making it expensive, however it was very effective and then the next step they took was to make the brand efficient and they cut the frequency down and entered online there by making a tremendous impact on its sales. Skin care products consumption grew over the years of the review period. You can view samples of our professional work here. This article elaborates the product, pricing, advertising & distribution strategies used by Olay. 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. Marketing Mix of Olay analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Olay marketing strategy. STAS encourages brand loyalty increasing the basket spends, as it is powerful sales tool providing the customers along with graphical demonstration of the science that backed the range of Olay. They carry on advertisements through various mediums inclusive of print media and tv ads. Olay is a skin care line previously Oil of Olay. 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. From contactless Same Day Delivery, Drive up and more lux has been segmented on basis! Also personal messages were written to the magazines and newspapers as tips and hints! 800 brands in 2 categories dark spots ) are years ( 2006-2009 ) based Euromonitor... 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