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Procter & Gamble, Olay

2011 - 2012


Page 1 of 59

Procter & Gamble, Olay

2011 - 2012

The anti-aging market is one of the largest in the world. The majority of the people want to find a way to fight aging that 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. 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 nano sphere 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 growing 11% annually from 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. 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

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Procter & Gamble, Olay

2011 - 2012

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 Oriflamme's 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.

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Procter & Gamble, Olay

2011 - 2012


Company Profile

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Procter & Gamble, Olay

2011 - 2012

Company Profile
Company Information: P & G History: Procter & Gamble (P&G) was set up by William Procter and James Gamble in April 1837 to manufacture soap and candles in the U.S. Today it is a $56 billion personal care and health and wellness company, manufacturing a broad range of products and employing 138,000 people all over the world. P&G‘s products are sold in 140 countries Procter & Gamble‘s relationship with India dates back to when Vicks Product Inc. India, a branch of Vicks Product Inc. USA established in 1951, was engaged in the manufacturer (Under loan license) and sale of what is today India‘s Number One Health Care brand – the famous range of VICKS products. In 1964, a public limited company Richardson Hindustan Limited (RHL) was formed which obtained an industrial license to undertake manufacture of Menthol and de mentholised peppermint oil ad VICKS range of products such as Vicks VapoRub, Vicks Cough Drops and Vicks inhaler. In May 1967, RHL introduced Clearasil, then America‘s number one pimple cream in Indian Market. In 1979, RHL launches Vicks action 500 and in 1984 it setup an Ayurvedic Research Laboratory to address the common ailments of the people such as cough and cold. In October 1985, RHL became an affiliated of the Procter & Gamble Company, USA and its name was changed to Procter and Gamble India. Presently Procter and Gamble has two subsidiaries in India – P& G Hygiene and Health Care Ltd. and P&G Home Products Ltd. While P&G Home Products limited changed the name of the Company to Procter and Gamble Hygiene and Health Care Limited in 1999.

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Health Care  Vicks VapoRub: The first product to be launched under the Vicks brand name in 1951.Procter & Gamble. A variant in the form of Vicks action 500+ night tablets was launched in July 2002 to be taken especially before sleepoing. Procter & Gamble India (after changed in name from RHL) launched Whisper – the break through sanitary napkin which will revolutionize the Indian feminine hygiene category.  Vicks Cough Drops: Menthol based lozenges launched in 1966.  Vicks Formula44: Vicks Formula 44 Cough Syrup was launched in India in October 2003. Olay 2011 . Feminine Care:  Whisper: in 1989. Since then various variants of Whisper have been introduced to tap the different segments especially introducing low cost variants to increase penetration in the Indian market.  Vicks Action 500+: These capsules (capsules shaped tablet) were launched in 1978 and re launched in August 2000 in an attractive blue pack from the traditional green pack.2012 Brand Portfolio: Procter & Gamble Hygiene and Health Care Limited. Page 6 of 59 .  Vicks inhaler: It was also launched in 1951 and created the inhaler market in India.

 Head & Shoulders: Launched in 1997 as an anti dandruff shampoo.  Ariel: was launched in 1991 by P&G India Ltd. Presently it is available in three variants including one specially marketed for front loading washing machines. Page 7 of 59 . it has captured around 2% of the market share (as compared to 4% of surf). It‘s available in both detergent and bar form. successful actress and homemaker of the Pataudi family Sharmila Tagore.2012 Procter & Gamble Home Products Limited. TV‘s most popular ‗saas-bahu‘ duo Smriti Iraani and Apara Mehta. In June 2007. But in 1993 it was divested to P&G Home Products Ltd. And was later divested to P&G Home Product Ltd. In 1993 along with the rest of the detergent business.  Tide: in 2000. It is priced at Rs 159 & 220 ml and Rs 59 for 70 ml. Positioned as a brand in between the concentrate brands like Ariel and other brands like surf. Recently Tide has seen a huge price cut to bring its prices closer to Surf. presently it comes in many different variants. Olay 2011 . P&G launched H&S intensive solutions for extreme cases of dandruff. Hair Care  Pantene Pro V: This brand was launched in Inida in June 2000 and it‘s presently available in five different variants according to different hair types. Procter & Gamble Home Products Ltd introduced Tide Detergent Powder – the largest selling detergent in the world. Begum of Pataudi. Fabric Care The detergent business was originally a part of P&G India Ltd. Over the years the brand has enjoyed endorsement from celebrities such as actress and social worker Shabana Azmi.Procter & Gamble.

Page 8 of 59 . Whisper. Gillete March 3 Turbo. Procter & Gamble Home Products Limited launched Pampers – world‘s number one selling diaper brand with sales of US$ 6 billion annually. On 1 December 2002 for a period of 10 years. Sushmita Sen has been chosen the brand ambassador and the brand is positioned in the premium segemtn in the skin care sector. P&G had a distribution agreement with Marico industries for Old Spice Products. VapoRub. P&G launched its shiksha project for the third year running wherein every large pack of Tide. An Olay total effect is an anti aging cream launched on 23rd July 2007. Head & Shoulders. Vicks.2012  Rejoice: Launched in January 2004. Olay 2011 . Earlier Olay was available as a imported product. would support of underprivilaged children. In 2007. but now P&G deirectly markets this brand.Procter & Gamble. Baby Care:  Pampers: in June 2003. Oral B or Pampers purchased during April. Gillete Series. Prior to this. Licensed brands: Old Spice: Part of the P&G portfolio. As part of that initiative P&G has had a series of initiatives in India to help in the education of undeerprivileged children. Rejoice. Recent Launches: In july 2007. its license was sold to Menezes Cosmetics Pvt. Rejoice was launched to tap the price conscious Indian consumer and is presently available in three different variants. Ltd. May and June 2007. P&G launched Olay in India. in collaboration with CRY and SONY. Social Responsibility: P&G has a global initiative to support children in need the world over. Pantene.

2012 In the past P&G has had a scholarship scheme as part of Shiksha. P&G to sell global pharma biz for $3. expands our presence in women‘s healthcare. Page 9 of 59 . The sale of pharmaceuticals business for USD billion would result in a one-time earnings increase for P&G of about USD billion after-tax.1 billion. Most of the 2. and adds gastroenterology therapies to our product portfolio. ―The acquisition transforms Warner Chilcott into a global pharmaceutical company. establishes us in the urology market in advance of the anticipated launch of our erectile dysfunction treatments. Both companies in a statement said they have entered into an agreement for the proposed acquisition. for an up-front cash payment of USD 3.300 employees working on P&G‘s pharmaceuticals business are expected to move to the Irish firm.1 billion.‖ Warner chilclott‘s president and CEO Roger Boissonneault said. including Asacol HD (masalamine) Delayed-Release Tablets for ulcerative colitis and Anthonel (risedronate sodium) for osteoporosis. subject to regulatory approvals.1 bn American consumer products major Procter & Gamble Company will be selling its global pharmaceuticals business to Ireland-based pharma entity Warner Chilcott Plc for about USD 3.Procter & Gamble. The Irish firm would also buy P&G‘s prescription drug product pipeline and manufacturing facilities in Pureto Rico and Germany. Olay 2011 . As part of the agreement. as well as helping in reconstruction during the Bhuj earthquake. Warner Chilcott would acquire P&G‘s portfolio of branded pharmaceuticals products. The transaction is expected to be completed by the end of this year.

Page 10 of 59 . For instance. The urban market has begun showing signs of saturation and the future growth in this sector is set to be driven by the rural consumer. for toilet soap. Although presently rural penetration is pretty low. That is why the industry players but so much emphasis on marketing and distribution. the unorganized players have benefited without spending even single penny on advertising and brand building. is hard to ignore for anyone especially with the rising income levels in the villages. the unorganized segment that continued to play spoilsport and has benefited mainly de to their strategy of ―low price.Procter & Gamble.706 for highincome groups. the demand ofr branded consumer goods is expected to rise rapidly in the rural market. the average expenditure per user household for low-income households is Rs. The key factors that are expected to trigger future growth for the FMCG industry include reduction in excise duties. Rural market at staggering 122 million. They should be used only to get an idea about the sector and not as exact values. while it has increased to Rs. However.237. To add to the organized players.12.2012 FMCG sector outlook* The FMGC industry is a low-margin business.2% of the world‘s population lives in India‘s villages which means the Indian rural FMCG market cannot be ignored. Brands are the key determinants of success in the market. high volumes‖. Olay 2011 . *These are approximate figures as different sources give different numbers. five times the urban market. Volumes hold the key to success in this industry. relaxation of licensing restrictions and reduced dominance of unorganized sector due to creation of level playing field.

2012 Purpose of P&G: We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. Olay 2011 . Values of P&G: P&G is its people and the values by which we live. consumers will reward us with leadership sales. We build our organization from within. Principals of P&G:         We Show Respect for All Individuals The Interests of the Company and the Individual Are Inseparable We Are Strategically Focused in Our Work We Value Personal Mastery We Seek to Be the Best Innovation Is the Cornerstone of Our Success Mutual Interdependency Is a Way of Life We Are Externally Focused Page 11 of 59 . As a result. promoting and rewarding people without regard to any difference unrelated to performance. allowing our people. and value creation. profit. We attract and recruit the finest people in the world. our shareholders. We act on the conviction that the men and women of Procter & Gamble will always be our most important asset. and the communities in which we live and work to prosper.Procter & Gamble.

2012 CHAPTER – 2 PRODUCT PROFILE Page 12 of 59 .Procter & Gamble. Olay 2011 .

the United States. In 1985. In 2000. Procter & Gamble bought Richardson-Vicks and gained the Olay brand. Graham and Dinah fine-tuned everything from absorption and texture to the delicate pink shade and instantly recognizable fragrance. Olay was sold to Richardson Merrill. but also leave her feeling beautiful and feminine. waxy beauty creams that came in shoe-polish tins.2012 PRODUCT PROFILE History of Olay Olay is a product truly born from love. Eventually. chemist Graham Wulff saw his wife Dinah‘s frustration with the thick. Olay is one of the most recognizable brands in the world.Procter & Gamble. Today. Needless to say. Canada and Germany. the Netherlands. Page 13 of 59 . greaseless formula that absorbs quickly into the skin. which later became Richardson-Vicks. The formula had evolved over the years. In the 1950s. Yet through all the changes and innovations. and the original name no longer fit with what women have come to expect from Olay—a light. and in 1959 expanded into England. Within five years. the Olay business flourished. as it was created by a man as a gift for his wife. Together. and they certainly didn‘t fit with her feminine sensibility. Graham wanted to create a new beauty product for her—one that could not only moisturize her skin. That‘s a potent formula for success. the legendary Oil of Olay Beauty Fluid was born. They left her skin looking greasy. At last. Olay was enjoying phenomenal success in South Africa. Procter & Gamble decided to shorten the brand name to Olay. the philosophy upheld by Graham Wulff remains just as relevant as ever: Help women look and feel beautiful. Olay 2011 .

It is a breakthrough anti-ageing moisturizer Olay Total Effects Anti Ageing Cream Claims Total Effects fights 7 signs of ageing (fine lines and anti-ageing product that helps combat the 7 signs of ageing . dullness. uneven skin tone. Protecting skin‘s surface with antioxidants The Vitamin Breakthrough “VitaNiacin” – One Product to fight the 7 Signs of Skin Ageing A key milestone while delivering one of the biggest skin care needs of women around the world . prominent pores. age spots and dryness) by: 1. Smoothing exfoliation 3. rough texture. Refining to minimize pore appearance 6. Minimizing the appearance of fine lines and wrinkles 2. Moisturizing to nourish dry skin and to help firm and subtly lift its appearance 7.Procter & Gamble. skin‘s texture with gentle Page 14 of 59 .niacinamide (Vitamin B3). Olay 2011 .2012 Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven signs of ageing . Vitamin E and Pro-Vitamin B5 (panthenol). Fighting dullness for healthy-looking radiance 5. Balancing colour and tone while reducing the appearance of age spots 4.was the creation of Olay Total Effects with VitaNiacin formulation an exclusive moisturizing combination of three key components .

Colin D‘Silva. an independent clinical study was conducted over 200 Indian women aged between 30-60 years across a 10-week treatment period. they supported the fact that: (i) VitaNiacincontaining moisturiser can fight the 7 signs of skin ageing. “Niacinamide in combination with Vitamin E and Pro-Vitamin B5.  Pro-Vitamin B5 (panthenol) is a humectant that counteracts the dryness that often occurs in ageing skin.‖ As most know. P&G Beauty. Post a discussion on global & Indian data. The study compared skin of women using a moisturizer with VitaNiacin versus those using an ordinary moisturizer. Unprotected Sun Exposure accelerates skin ageing. is a water soluble vitamin that has a positive impact on skin‘s connective tissue and gel matrix which are of particular significance in aged & photo-damaged skin. The Indian Perspective – Clinical study Similar to the international clinical study. Olay Total Effects also contains sunscreen protection of SPF 15 value which protects against harmful UVA/UVB rays from the sun. when applied topically to the skin.000 women worldwide. as identified by over 6. thereby leaving the skin feeling soft and smooth.Procter & Gamble. Olay 2011 . (ii) Efficacy of VitaNiacin has been optimized with the adjunctive use of adequate sun protection of SPF 15 value. According to Dr.  Niacinamide (Vitamin B3). in India too. A Panel of leading Indian Dermatologists analysed the clinical data on the effects of a VitaNiacin moisturizer on Indian skin.2012 Each of the above ingredients works effectively to fight the signs of ageing as follows. enhances skin moisturization and increases the rate of exfoliation and barrier repair.  Vitamin E is a powerful anti-oxidant that helps replace lost moisture in the skin caused by ageing and damage due to the environment. thereby leaving skin well-conditioned. and Page 15 of 59 . Principal Scientist.

Recommended Olay Total Effects Regimen for best results: It‘s best to ensure you cleanse your skin well before using Olay Total Effects moisturizer. and is available in two variants . and apply the Non-UV Variant at night to effectively allow the VitaNiacin technology to work. Olay India announced Madhuri Dixit as their Brand Ambassador stating : ―We are thrilled to announce the new face of Olay Regenerist – The one and only Madhuri Dixit. and Gentle (UV and Non-UV). Apply it twice a day on your face and neck. 599/. easy-to-squeeze pump jar. at mid-day.olay.Procter & Gamble. The gorgeous actress has been appointed as the brand ambassador for the anti-aging beauty products range of Olay. with a light. or and visibly reduce those 7 signs of ageing. For more information please log onto www. during morning & night before going to bed. Olay Anti-Aging Cream lasts a month. acceptability and efficacy of the product offer a solution for Indian women looking to address the 7 signs of skin ageing. you may wish to apply the product a third time. All Olay Total Effects moisturizers are priced at Rs. is a unique anti-ageing moisturizer that comes in a convenient. modern retail stores.for a 50gm pump jar that if used once at morning and night. Olay 2011 . perfectly sized for every woman‘s handbag. Madhuri Dixit who has just returned from US has already started making waves in Bollywood. Get your Olay Total Effects today! Olay Total Effects.‖ Page 16 of 59 . It is best to apply the UV Variant in the day to protect yourself from the harmful sun rays.Normal (UV and Non-UV). So grab your bottle of Olay Total Effects from a beauty counter at leading malls. If you have dry skin.2012 (iii) Suitability. and select chemists. fresh scent.

2012 Olay offers wide range of anti-aging creams and have signed actresses like Karishma Kapoor. Sushmita Sen and Sridevi who are in their 30s or 40s to endorse their products. Actor & TV Anchor. Page 17 of 59 . Tisca Chopra. Economist & Head Future Trends(Future Group). Olay 2011 . Celebrity Hair Stylist. Anita Dongre. Dr. P&G Beauty. Celebrity Beauty Expert at the launch of Olay Total Effects in India. Madhuri Dixit(44) is the latest to join the bandwagon and the company has definitely chose the best to represent their products.Colin D'Silva. Dilshad Pastakia.Procter & Gamble. Roopa Purshottam. Health & Wellness Expert. She will be seen in print ads and TVC of Olay. Fashion Designer and Coleen Khan Affonso. Shikha Sharma. Principal Scientist.

Procter & Gamble. Olay 2011 .2012 CHAPTER – 3 Objectives Research Methodology Limitations Page 18 of 59 .

 To ascertain the factor influencing the purchase of ―Olay Total effects‖.  To estimate the effect of pricing and packing on the purchase of ―Olay Total effects‖.  To ascertain the quality prominence factor in marketing of ―Olay Total effects‖  To know consumer psychology towards Olay Total Effects. Page 19 of 59 .Procter & Gamble.  To determine the place of Olay with respects to other competitive skincare cosmetics.2012 OBJECTIVES  To know whether product awareness is there among different age groups and people.  To assess the importance of brand name in the marking effort. Olay 2011 .

-By American Marketing Association Research Methodology refers to the various methods and techniques involved in the process of research. On the basis of requirement the information is collected from anyone or all of the sources. dealers and consumers. Internal source analysis is referred to as sales analyses. Page 20 of 59 . It consists of all the answers in first hand. Primary Data 2. The information required for the preparation of the report is collected through two Sources viz. The external sources include the sales man.Procter & Gamble.2012 RESEARCH METHODOLOGY ―To manage the business well is to manage its future and to manage the future is to manage information‖. marketing research is to be done. Olay 2011 . recording and analyzing of data about problems relating to marketing of goods and services from producer to consumer‖. Marketing research has been defined as ―the systematic gathering. Sources of primary data: The sources are divided into basically two types internal and external. Secondary Data Primary Data: The data collected for a purpose for a particular problem in original is known as ―Primary Data‖. 1. To collect the information.

we need not go house to house to collect the same but can referred to the census report. There are various methods in which primary data can be adopted and thus can be broadly classified as survey methods and experimental methods. – Used to find on discover future trends. Usually three general methods are used to conduct a survey. which requires some technical Knowledge. · Facts Survey · Opinion Survey · Attitude Survey · Future inventions Survey · The Reason why Survey . – Seeks to determine why a person has done something to do something in future. Ones survey may contain several types since it may give several and better kinds of information.Collects only facts. not originally Collected for the first time is called secondary data. Page 21 of 59 . Survey methods: The survey is a complex operation. The various kinds of surveys are carried out through different methods. Secondary Data: The data collected from the public sources i. – Opinions in various problems are collected. – Determines the attitudes of the consumers. 2. Common people and students are surveyed 2) Sampling Size 3) Sampling procedure : 100 : Stratified random sampling is used.2012 Methods of collecting Primary data: The collection of information is referred to as primary method. Olay 2011 .. SAMPLING UNITS 1) Sampling unit : Professionals. Survey methods are of personal character and depending on the information required there are six major types of surveys.Procter & Gamble. Suppose we want to know the population of the city.e.

Procter & Gamble. Page 22 of 59 .  The study is concentrated only to Kurnool city  The method used in this project is "Random sampling method"  Some respondents were not interested to give the accurate Information about the product  The open ended question which makes analysis easy might have restricted the respondents' choice of answers.2012 LIMITATIONS  Time is major constraints. Olay 2011 .  The research is limited only too few consumers in Kurnool city.

2012 CHAPTER – 4 Literature Review Page 23 of 59 . Olay 2011 .Procter & Gamble.

Personality: Personality may be defined as predisposition to react to a given stimulus in a particular manner and this may be in the form consistent response to environmental stimuli. d) Needs and goal vary individuals. Motivation is another closely related factor affecting consumer Behavior. That is needs are a basic part of human make up. c) The nature and persistence of an individual's behavior are often influenced by the success and failure in satisfying the needs and reaching the goal. It can be said to be a feeling of lacuna or lacking something which motivates him/her to act (Activities) and get this feeling of lacking removed (Satisfaction). (Study of individuals) thus psychology as a branch of behavioral science tries to probe and understand how an individual‘s mind works while taking decisions. Olay 2011 .Procter & Gamble. Motivation has come from motives which are the Expression of human needs by a human being. Needs and motivation: Need can be said to be a state of felt deprivation in a person. 1. the following concepts which influence the consumers‘ decision making process. Page 24 of 59 . • ' b) New needs emerge as old needs are fully satisfied. Psychology. 2. There are certain characteristics of needs which influence the consumer's decision: a) Needs are never fully satisfied.2012 THEORITICAL BACKGROUND OF THE CONSUMER PSHYCOLOGY Consumer Psychology: Psychology: Psychology is referred to as a science a study of the mind and its processes.

Relationship and organization also facilitate learning. Such a response does influence behavior pattern. Learning: Learning is the process of acquiring knowledge and the basic factors influencing gleaning are motivation. conditioning. smelt or tasted by the consumers when numerous stimuli are directed to them. heard.Procter & Gamble. moods.2012 There are certain characteristic features of personality. Perception: Perception is the sensing of stimuli external to the individual organs. which may bring satisfaction. Perception determines what seen felt. Page 25 of 59 . memories. 3. Conditioning is a way of learning in which a new response to a particular stimulus is developed. Since perception leads to though and though leads to action. c) Personality can change under certain circumstances like birth-Death of loved one a major career promotion etc. a) Personality reflects individual difference (traits) thus marketers can segment the market based on certain common consumer b) Personality is consistent and traits. These images are the formalized impressions residing. values etc. The way individual perceives thing will depend upon many personal factors-needs. 4. Olay 2011 . relationship and organization. Buyers see the product in terms of images. marketing is concerned with understanding the process perception.therefore advertising and packing must reflect the same quality as imagined. consciously or unconsciously in the minds of individuals with regard to the 'brand' and the price of the product (or) companies (or) retail-outlets and themselves or risk . Motivation is an important factor in initiating and governing one's activities..

friends and reference groups. feelings. Olay 2011 . it is concerned with individual emotions. there are three main components of attitude. They are.Procter & Gamble. b) The affective component. values from the emotions part of the mind. beliefs.2012 5. Attitude: An individual‘s consciousness. a) The cognitive component: Cognition is the mental process which is concerned with gathering information and interpreting of logically. c) The co native component: it is concerned with how individual responds to he object Page 26 of 59 . Attitudes develop gradually as the result of experience and they emerge from interaction with family.

2012 CHAPTER – 5 Data Analysis & Interpretation Page 27 of 59 . Olay 2011 .Procter & Gamble.

2012 1. 10% of the age group are above 55. 30% of the age group are between 45. Olay 2011 . of respondent 12 48 30 10 100 % of respondent 12% 48% 30% 10% 100% INTERPRETATION: Above table reveals that 80% of the age group between 35-45 are using Olay Anti-Aging Cream. 25-35% of the age group are between 25-35.Procter & Gamble.55. What is your age? Particular 25-35 35-45 45-55 55 Above Total NO. SOURCE: Questionnaire Page 28 of 59 .

What is your age? 60% 50% 40% 30% 30% 20% 12% 10% 0% 10% % of respondent 48% 25-35 35-45 45-55 55 Above Page 29 of 59 . Olay 2011 .2012 1.Procter & Gamble.

of respondent 70 30 100 % of respondent 70% 30% 100% INTERPRETATION According to the above analysis it is concluded 70% of the respondents using anti-aging creams and the rest 30% doesn‘t use the creams.Procter & Gamble.2012 2. SOURCE: Questionnaire Page 30 of 59 . Do you use anti-aging creams? Particular Yes No Total NO. Olay 2011 .

2012 2. Do you use anti-aging creams? Page 31 of 59 . Olay 2011 .Procter & Gamble.

15% of the respondents are preferring Fair N Lovely.2012 3. If yes. Olay 2011 .Procter & Gamble. which brand of Anti-Aging cream do you use? Particular Olay Fair & lovely Ponds Garnier Others Total NO. SOURCE: Questionnaire Page 32 of 59 . of respondent 51 15 10 11 13 100% % of respondent 51 15 10 11 13 100% INTERPRETATION As per the table 51% of the respondents are preferring Olay as the brand of Anti-Aging cream they use. 10% are using ponds. Garnier 11% and 13% are others.

If yes.2012 3. Olay 2011 .Procter & Gamble. which brand of anti-aging cream do you use? Percentage of respondent Page 33 of 59 .

SOURCE: Questionnaire Page 34 of 59 . How did you come to know about “Olay Total effects”? Particular Advertising Provisional Stores Skin specialist Friend & relations Total NO. 18% through skin specialist. of respondent 60 12 18 10 100 % of respondent 60% 12% 18% 10% 100% INTERPRETATION As per the above table 60% of the respondents came to know about the product through advertising. 10% of respondents came to know through Friends & Relatives. 12% through provision store.2012 4. Olay 2011 .Procter & Gamble.

Olay 2011 .Procter & Gamble.2012 4. How did you come to know about “Olay Total effects”? Source of information Advertising Provisional Stores Skin specialist Friend & relations 10% 18% 60% 12% Page 35 of 59 .

What made you to go for the product “Olay total effect”? Particular Brand image Skin care Quality Just for a trial Total NO.Procter & Gamble. of respondent 10 30 40 20 100 % of respondent 10% 30% 40% 20% 100% INTERPRETATION Above table reveals that 30% of the respondents have purchased Olay because of Skin Care. 10% because of brand image.2012 5. Olay 2011 . SOURCE: Questionnaire Page 36 of 59 . remaining 20% just for a trial. 40% of the respondents have purchased because of quality.

What made you to go for the product “Olay total effect”? Page 37 of 59 .2012 5. Olay 2011 .Procter & Gamble.

SOURCE: Questionnaire Page 38 of 59 . How do you rate the product ―Olay Total effects‖? Particular Extremely Satisfied Satisfied Partially satisfied Not Satisfied Total NO. of respondent 41 29 22 08 100 % of respondent 41% 29 % 22% 08% 100% INTERPRETATION Above table reveals that 41% of the respondents are extremely satisfied with Olay Anti-Aging Cream. 29% are satisfied. Olay 2011 .Procter & Gamble. 22% are partially satisfied and 8% of the respondents are not satisfied.2012 6.

Procter & Gamble. Olay 2011 .2012 6. How do you rate the product “Olay Total effects”? Satisfaction Rating of Respondents Not Satisfied 8% Satisfaction Level Partially satisfy 22% Satisfied 29% % of respondent Extremely Satisfied 41% 0% 10% 20% 30% 40% 50% Percentage Page 39 of 59 .

When compared to other products how you do feel the performance of ―Olay Total effects‖? Particular NO. of respondent % of respondent Good Better Average Poor Total 58 26 10 06 100 58 26 10 06 100% INTERPRETATION As per the above table 58% of the respondents feel Olay‘s performance is good. SOURCE: Questionnaire Page 40 of 59 . 10% feel it has average performance and 6% feel that performance is poor. Olay 2011 . 26% feel it is better.Procter & Gamble.2012 7.

Procter & Gamble. When compared to other products how you do feel the performance of “Olay Total effects”? Page 41 of 59 . Olay 2011 .2012 7.

Procter & Gamble. SOURCE: Questionnaire Page 42 of 59 .2012 8. of respondent 50 30 20 100 % of respondent 50% 30% 20% 100% INTERPRETATION Above table reveals that 50% of the respondents are feeling fair & lovely is the superior closer competitor to the Olay and 20% of the respondents said Garnier is secondary closer competitor of Olay. Olay 2011 . Which cream do you feel superior closer to Olay? Particular Fair & Lovely Garnier Ponds Total NO. 20% ponds.

Olay 2011 .Procter & Gamble.2012 8. Which cream do you feel superior closer to Olay? Page 43 of 59 .

Procter & Gamble. SOURCE: Questionnaire Page 44 of 59 .2012 Have you found any changes in yourself after using ―Olay Total effects‖? Particulars Yes No Total No. of Respondents 85 15 100 % of Respondents 85% 15% 100% INTERPRETATION: Above table reveals that 85% of the respondents feel change after using Olay Anti-Aging Cream where 15% doesn‘t feels any change. Olay 9. 2011 .

Olay 2011 .Procter & Gamble.2012 9. Have you found any changes in yourself after using “Olay Total effects”? 15% Yes No 85% Page 45 of 59 .

SOURCE: Questionnaire Page 46 of 59 .What is your opinion about the price of ―Olay Total effects‖? Particulars High Reasonable Low Total No. 33% respondents think price is reasonable and 19% thinks that the price is low.2012 10. Olay 2011 .Procter & Gamble. of Respondents 48 33 19 100 % of Respondents 48% 33% 19% 100% INTERPRETATION: According to the above table it is concluded that 48% of the respondents think the price is high.

Procter & Gamble.2012 10. What is your opinion about the price of “Olay Total effects”? Page 47 of 59 . Olay 2011 .

2012 11. and remaining 11% don‘t like to recommend it.Would you like to recommend this product to others ? Particulars Yes No Total No.Procter & Gamble. SOURCE: Questionnaire Page 48 of 59 . of Respondents 89 11 100 % of Respondents 89% 11% 100% INTERPRETATION: According to the above analysis it is concluded 89% of the respondents like to recommend the product others. Olay 2011 .

Would you like to recommend this product to others? Page 49 of 59 . Olay 2011 .Procter & Gamble.2012 11.

What is your opinion on using of film celebrities’ in the advertising of Olay? Particulars Very Impressive Moderately Impressive Not Impressive Total No. Olay 2011 . of Respondents 65 30 5 100 % of Respondents 65% 30% 5% 100% INTERPRETATION: Above table reveals that opinion of 65% of respondents are very impressive on using of film celebrities in the advertisements.Procter & Gamble.2012 12. 30% opined that it‘s moderately impressive where 5% said that it‘s not impressive. SOURCE: Questionnaire Page 50 of 59 .

Procter & Gamble. What is your opinion on using of film celebrities’ in the advertising of Olay? Page 51 of 59 . Olay 2011 .2012 12.

2012 CHAPTER – 6 Findings Suggestions & Conclusion Page 52 of 59 . Olay 2011 .Procter & Gamble.

 Though it is a new product from P&G. the majority of the respondents are using Olay Total Effect anti-aging cream. Olay 2011 .Procter & Gamble.  Quality of the Olay Total Effect Anti-Aging cream has a good impact on the customers.  Majority of the respondents are extremely satisfied with the performance product.  The price of Olay Total Effect Anti-Aging Cream is expensive according to the majority of the respondents. Page 53 of 59 .2012 FINDINGS  The majority of the respondents who are consuming Olay total effect Anti-Aging Cream are between the age group of 35 – 45 the youngsters‘ are ignored.  Advertisement has a good effect on the customer to use Olay Total Effect Anti-aging cream  Most of the customers want to recommend it to others.

 It is suggested to focus on the youngsters also. P&G should need to take care of it  P&G should have to pay more concentration towards the competitors like Fair & Lovely and Garnier.  As the Majority of the respondents said that the price of the product is high.Procter & Gamble.2012 SUGGESTION  P&G ought to pay concentration to improve the brand image. P&G should try to decrease the price without affecting to the quality of the product.  There‘s lack of advertising through provisional stores. as it is also a major factor for customer to buy a product. so that the company could have good hold on all the age groups. Page 54 of 59 . Olay 2011 .

Page 55 of 59 . It has been observed that the Olay which has setup in India in last decade and now got a good hold on Indian market in skin care sector also. Most of the Olay Total Effect anti-aging cream has attracted the customers and satisfied them at its first launch and it‘s still carrying the same satisfaction level in every aspect like. quality. and the product demand is increasing day by day.Procter & Gamble. In the same sense the majority of the middle aged women are focusing towards the standard of life using the newly launched Olay Total Effect anti-aging cream in the competition of other antiaging creams as it has good effects at the first use. quantity. brand image etc. as it was created by a man as a gift for his wife. price.2012 CONCLUSION It is already said ―Olay is a product truly born from love ‖. Thus the Olay will really occupy a place in the heart and shows its effects in the form of beauty on every woman who use it as for the reason it has been introduced. Olay 2011 .

2012 CHAPTER – 7 Questionnaire & Bibliography Page 56 of 59 .Procter & Gamble. Olay 2011 .

If no. Have u found any changes in u after using ―Olay Total effects‖? a) Yes b) No [ d) not satisfied [ ] ] 9.2012 QUESTIONNAIRE Name Gender Occupation : : : [ b) 35-45 c) 45-55 d) 55 above [ ] ] 1.Procter & Gamble. why didn‘t you use it? a) Unaware about the product b) Don‘t want to go for a change c) quality d) All of the above [ ] [ ] c) Other reason. How did you come to know about ―Olay Total effects―? a) Advertising c) Skin Specialist b) Provision stores d) Friend & Relatives [ ] [ ] 5. which brand of anti-ageing cream do you use? a) Olay b) Fair & lovely c) Ponds d) Grainer 4. If yes. What made you to go for the product ―Olay Total effects‖? a) Brand image b) skin care 6. What is your opinion about the price of ―Olay Total effects‖ a) High b) Reasonable c) Low [ ] Page 57 of 59 . What do you give more preference to while buying an ―Olay Total effects‖? a) Price b) Quality c) Promotional activity [ ] d) Brand image e) others if any (specify) --------------------8. please specify ----------------------------7. What is your age? a) 25-35 2. How do you rate the product ―Olay Total effects‖? a) Excellent b) Satisfied c) partially satisfied 10. Do you use anti-ageing creams? a) Yes b) No 3. Olay 2011 .

Which cream do you feel superior or closer to Olay? a) Fair n Lovely b) Gariner c) Ponds [ ] ] 15. …………………………………………………………………………………………. Does the name Olay suits in the product? a) Yes b) No [ ] 14.2012 11.Procter & Gamble. Thank you Signature Page 58 of 59 . Olay 2011 . When compared to other products how do you feel the performance of ―Olay Total effects‖? a) Good b) Best c) Average d) Better [ ] [ ] 12. Would you like to recommend this product to others? a) Yes b) No 13. What is your opinion on using of film celebrities‘ in the Advertising of Olay? [ a)Very impressive b)Moderately impressive c) Not impressive 16. Do you feel of any need o matching any changes in the product Olay If yes give Your valuable suggestions …………………………………………………………………………………………. ……………………………………………………………….

2012 BIBLIOGRAPHY MARKETING MANAGEMENT : REASERCH METHODOLOGY : Phillip Kotler Startified Random Page 59 of 59 .com Text book of Sampling of Population by Lemy and LameShow.olaycompany.Procter & www.olayindia. Olay 2011 . WEBSITES : www.