Marketing Analysis Of The Product Olay Marketing Essay

Marketing Analysis Of The Product Olay Marketing demonstrateThe Procter GambleAs a consumer strongs gild PG had global, on the ground figurehead in about 150 countries, more(prenominal) than 300 notes manu itemuring, distribution and sell acclivities going on day to day basis.PG compete a spacious collection of categories ranging from baby care, household care, fabric care, beauty care, feed and food care, per care and as well as health care.OlayThe trust by the women over fifty years make Olay as the world capacious leader in kowtow care products. The entrepreneurial and innovative pharmacist Graham wulff, from South Africa, in the early 1950s developed the chemical formula for Olay. In next followed twenty years, graham along with his business partner Mr. Jack Lowe, put up the company that they both shaped to food marketplace Olay hooked on supremacyful international organization with a 10 million dollar turnover a year.When Mr. Wulff functioning for the Industrial phylogenesis Corporation (IDC) in South Africa in the early 1950s. As he was a productive inventor, he set up a look lab at his home, at his home he used to develop products at his free time. He determined to formulate a product which extensively cares for scramble, as his attention turned to climb care.The brilliant advertising and merchandising intuition of Mr. Jack Lowes has invented the branch name as cover of Olay, designed the label and wrote on the pack copy. Jack wrote the advertising copy to the magazines and impudentlyspapers as tips and beauty hints with suggestions on how to use the product. Then Adams National Industries formed by both the partners Graham and Jack to market Oil of Olay.A luxuriously demand made to the product as Oil of Olay made rare to success in the South Afri tin give notice market. The extremely effective movement advertisements proved by the reader. In 1985 Procter Gamble acquired the Oil of Olay qualification Oil of Oaly from streng th to strength.PRODUCT LINE OLAYOlay has offering a multitude of 11 product patron geezerhood, some of them are Olay Professional Pro-XOlay Professional Pro-X is a scientifically advanced line of throw together care that gives you preadolescenter-acting, youther- feel scrape up in 28 days. Guaranteed.* It works by resignaling your skin to repair the moisture barrier and cost join on the surface-cell turnover rate. The result? A virgin anti- aging break through with(predicate) thats potent, proven, and professional.Olay DefinityThe face of anti-aging volition forever be redefined. Go beyond lines and wrinkles. New Olay Definity transforms the look of embrown spots, dullness and uneven skin t maven. The result? A look thats extremely defined. Luminous. More flawless.Olay RegeneristOlay Regenerist, formulated with the exclusive Olay Amino-Peptide Complex, beautifully regenerates skins appearance, without irritation, by re bleaking its outer(prenominal) layer one cell at a time. The result is skin that looks, feels and be perplexs more like new skin.Total EffectsThe key to the success of Total Effects is its exclusive VitaNiacin formula. Proven effective in armed combat multiple signs of aging, this exclusive gang helps rejuvenate and beautify your skin art object improving the condition of the skins moisture barrier.Olay Comp alloweOlay Complete moisturizers give your skin all-day moisture, vitamins and UVA/UVB protection in a lightweight formula for healthy skin e real day. Suitable for all skin types, Olay Complete matches your skins needs with its formulas for regular, sensitive, combination/oily or extra dry skin.Olay supply CleanseOlay Hydrate Cleanse dissolves oil, typography and dirt while a mild surfactant gel matrix helps to sweep away impurities for a clean, rinsed feel. Formulated with an salve cleanser and skin hydrators, Olay Hydrate Cleanse leaves skin feeling and looking beautifully healthy. periodic FacialsDaily Facials gen tly clears away oil, dirt and get toup pop out to the pores, leaving your skin refreshed, rejuvenated and beautifully clean. From quick, convenient cloths to double-sided discs to powerful scrubs, masks and more, Daily Facials has a cleansing product perfect for you.Olay ClarityLife can be stressful, but it doesnt have to get under your skin. Olay Clarity is the first line of Olay cleansers with a dual-hydroxy formula to actually help your skin last blemishes aggravated by stress and hormones, day after stressful day.Olay tree trunk LotionOlay dust Lotion products dont just moisturize. They actually streng thusly the skins inborn moisture barrier to prevent dry skin over time, and so breaking the cycle of dry skin. The result is a strong, essentially impervious moisture barrier that protects your healthy skin from the elements. With regular use, skin be hydrated, supple and radiant even if you skip a day.Olay Body cleansingOlays moisture-rich drawer products will take yo ur shower to a whole new level with luxurious moisturizers and skin-loving cleansers. Theres one thats just right for e in truth skin type. Shower your body in skin-loving cleansers and moisturizers from Olay today.Olay Touch of SunA moisturizer with a touch of sunless tanner, Olay Touch of Sun gives your skin a radiant, sun-kissed glow. No streaks. No o arena coloring. No sun required.Source www.docstoc.com/docs/14719894/Oil-Of-Olay-ProductsSkin business MarketSkin care products consumption grew over the years of the examine period. Women are sp residueing more money to get a good look. For a correct and younger look they are willing to emphasize new products. to importanttain consumer loyalty and loyalty, the companies in skin care industriousness adopting the latest technology and making the revolutionary substances to new products. The improved turn of working women equates the women spending more money to spend more on their skin care, skin care become one of the favorite direction for expenditure.Brand StrengthThe introduction of Skin Tone Analysis governance (STAS) by PGs Olay fire cross out in selected stores enables Olay beauty consultants with a proper discipline to analyze customers skin type as well as get along consultations to suggest the best product to meet their needs. Aimed at the clinical dermatology market created at CDP originally development of technology is STAS. STAS encourages reproach loyalty increase the basket spends, as it is powerful sales tool providing the customers along with vivid demonstration of the science that backed the range of Olay.http//www.cambridge-design.co.uk/wp-content/uploads/pdf/ProductSystems.pdfOlay Strenghtshttp//www.beautyandaging.com/oil-of-olay-reviewOlay is made available wide-cutly in may retail stores and also made available online as well. Olay has innovated many product lines in the skin care segment to fix 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 Gambles hood which is one of the largest companies and globally dominating.Olay has a spread widely all over by put in kiosks in malls and retail stores through out and had achieved a large enumerate of customers who are preferably an happy with the positive results of the product. The brands range from high end to low end, respectively, to reach different demographics. Olay does have free samples on their websites, which does abide users to try out their products without any obligation to them initially, making it an attractive offer. Nonetheless, this is a skin care line specifically geared toward anti aging prevention in women.The main ingredients of Olay are pentacide peptides that helps in reduction of wrinkles and receive the skin look younger ,because of its miracle treatment success the consumers are quite satisfied with its results thereby making them buy the product again and again. Olay weaknesses rough of the issues found in Olay ingredients are that there are no results from the clinical trials which they had posted for any of the product lines in their website. And also the unavailiabilty of personal testimonies muddles it onerous to believe all the claims of their products because the reviews given on them did not have names or pictures. It was securely 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. Another problem that occurred was that customers are not able to directly bargain for Olay through Olay.com, making them have to go to another source. The betting odds are that you have heard of Olay before because it is so well know as a big name brand. This product line has a lot of money that has gone into it, but they are still wanting(p) the conclusive information necessary with the support of clinical evidence to show what their products reall y have to offer. One more issue could be the fact that this line targets women specifically who are middle- cured and also some of the main ingredients used have been contentious in the past. 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 would do better to potentially focus on more powerful active ingredients in their skin care line to attract users.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, Loreal and others who are priced according to the mass market consumers. dirt EFFECTIVENESSThere are significant benefits to a booming brand extensionIdentify logical new product possibilitiesCapitalize on the paid-for equity in established brand namesEnable a company to enter new categories at significantly lower costReduce the risk of fail ure given the already established sentiency and trustCreate a positive synergistic effect with the efficiencies of comprehensive branding and advertisingReinforce the consumers perceptions of the parent brand name mold news to existing brands when there is otherwise nothing new to enounce about themBrands are a constraint to enter into new variants. Brands (not take capabilities) are the prime barrier to entry into most categories. Many companies could make a cola, but only Coca-Cola owns that brand. As a result, well know existing brand names can be the way for a company to enter a new category that otherwise would be impossible. Our brand extension study for Reeses identified goober pea butter as a logical brand extension. Hershey could not have efficaciously entered the peanut butter category without the Reeses brand. In effect, brand extensions allow a company to capitalize on the previously paid for recognition, reputation and leverageable equity of its brand names. With the prohibitive cost of establishing new brands (just ask ex dot-coms), brand extensions hold on companies money. When done correctly, they also reinforce the properties of the existing parent product through synergy and bring news to the brand. It is not uncommon to find sales of the parent product rising after the launch of a successful brand extension.Notice how was the Olay brand introduced into the soap businesssource http//www.brandextension.org/benefits.htmlOlay 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 . The procedure of extending a brand also has other potential benefits. In recent years, the UKs cosmetics market has seen many brands launching exclusive and expensive lines after gaining some of the market piece of ground. Examples of this include Procter Gambles Olay skincare line.Olay on itsel f is a neat example of a brand which recognized a need for multi-branding, which let them avoid one brand cannibalizing the market share of another as well as reserved more valuable space on stores shelves for their products. In November 2008, they launched a range of subsidy skincare products under its Olay brand. The Olay Pro-X range is aiming at mass market but is being marketed as a luxury product at the same time. This is closely related to PGs zest to re-position the brand for high-end market customers. The Pro-X series is yet another additional line in Olays family and it benefits from the fact that the awareness of core brand can sign on costs. Olay has been an established and popular brand so its name will increase the willingness of consumers to try new brands. According to PG spokesman, Pro-X is aimed at customers who are more in all probability to buy mid- to premium-range skincare products from department stores. (Marketing Week, 30.10.08). The fact that Pro-X is a n extension, not a new brand, makes it much easier for distributors and retailers to agree on distributing and selling it as they dont need to annoying about potentially risky aspects, e.g. safety issues. Customers perceived risk of purchase also becomes lower than in the case of a completely new brand.PG first did a research if the online marketing would benfeit the brand and wether if it will curve 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? 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. PG 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 wa s to make the brand efficient and they cut the frequency down and entered online there by making a tremendous impact on its sales.BRAND appreciatepoolonline.comAccording to the source brand value mainly on the fiscal performance and the brand market performance and olay has very efficiently match both its financial and the brands market performance.Olay is Britains bestselling skincare product, according to Marketings Biggest Brands survey. However, year-on-year sales were down by 11% in the 12 months to July 2005, and in this years Readers stick out Most Trusted Brands survey, Nivea knocked Olay off top spot being one amongst its tough competitor (bowery).Olay undoubtedly has done a marvelous task of building on its heritage of skincare for its majorcore target the older women. Women of this age have a greater disposable income and will buy premium products, even if using mass-market brands for their daily skincare. The major challenge for Olay is to target young customers. Th e anti-ageing brands are driven by constantly changing ingredients, making it hard to build specific benefit loyalty. Olay s ads are approachable and real. It is a safe, trusted and comfortable brand.(according to SHIRIN VALIPOUR GLOBAL BUSINESS DIRECTOR, JWT)source http//www.market-intelligence.com.au/images/brand.pngAWARDSOlay has received quite some awards stating its Brand loyalty,Brand image among which some of the latest awards are.,Glamour magazine gave their Glammy Award toOlay Regenerist Eye Lifting Serum, for best(p) Drugstore Eye Cream,(September, 2009).Life expressive style Magazine gave their Beauty Award to Olay Definity Eye Illuminator , for Best Eye Cream, (August, 2009). violate 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 course of study Award to Olay Bo dy Wash plus Spa Exfoliating Ribbons WinnerBody Care Category. Survey of 100,000 people by TNS. (January, 2009).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 invincible market leader in the skincare industry in the anti ageing cosmetic sector.TARGET MARKETOlay 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 brands target the brand has marked a place as a global lead story skin care product.MARKET SHAREBRAND IMAGE completion/RECOMMENDATIONS BHAI PLZ HELP kayoed WITH THIS UNTIL THEN I WILL FIGURE OUT THE REFERENCES OK MERE BHAI ..