Olays Total Effects

PRESENTED BY
ANKITA R. PAWAR
BEDPRAKASH MISHRA
BRUCHELLE PERIERA
DISHA DHAIRYAWAN

PG DIPLOMA IN CRM
GROUP NO1
ICRI, MUMBAI

Contents
Background
Marketing strategies
Market share
Prelaunch activities
Target market
Target positioning
Market segmentation
Marketing mix
SWOT analysis

Background
Born in 1950 by brand name Oil of Olay
Created by chemist Graham Wulff as a gift for his wife
1985, Procter & Gamble bought Richardson-Vicks and

gained the Olay brand

In 2000, Procter & Gamble decided to shorten the brand
name to Olay
It is tapping Rs 2100 Crore Indian skin care market
Tagline 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 skins texture.
Refining to minimize the appearance of pores.
With antioxidants, helps protect skins 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 growth
Olay 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 dont 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 (4Ps)

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 womans 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 Olays anti-aging

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

SWOT Analysis
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

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 Olays 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 theyre in.