MARKETING MANAGEMENT

(BBA333)
CIA-3

SUBMITTED ON- 18th November 2021

SUBMITTED TO- Dr Halaswamy D

SUBMITTED BY-
2020625 DIYANSH MARDIA
 Contents

S.No. Particulars

1 Deceptive Marketing

2 Introduction to Olay’s Deceptive Marketing Strategy

3 Description of deceptive marketing and how consumer rights are violated

4 Consequences P&G’s Olay has faced due to deceptive marketing activities

5 Sustainable Marketing Practices

6 Bibliography
Deceptive Marketing

Deceptive marketing is the use of false or misleading information to catch the attention of the
customer through the use of false information to entice purchasers into a commercial
transaction that is advantageous to the one performing the deceptive advertising but not
beneficial to consumer.

Let us now focus at a specific example of Olay's deceptive marketing strategy. It was
distinctive in the beginning because it was a pink fluid rather than a cream, packed in a big
glass container. Olay's marketing was particularly remarkable in that it was never referred to
as a moisturizer or even a beauty fluid. There was no mention of what the product did
anywhere on the label. Print adverts utilized wording like "Share the secret of a younger
looking you" and discussed Olay's "beauty secret".

Introduction to Olay’s Deceptive Marketing Strategy

In 2009, an Olay ad for its Definity eye cream depicted former model Twiggy as wrinkle-free
and much younger than her then-60 years. According to The Guardian, the advertisements
were retouched. Twiggy is a British model-turned-actress-and-singer and one of the twentieth
century's most recognizable cultural and fashion icons. She began her career as a notable
adolescent model in London and she was known for her androgynous, dollish appearance and
strong lashes.
The commercial was prohibited by the British advertising authority ASA after Liberal
Democrat legislator Jo Swinson collected over 700 complaints against it. The digitally
manipulated commercials were considered to present a "misleading picture of the effect the
product might accomplish."

Procter & Gamble which is Olay's parent company, claimed that using post-production
procedures to adjust for lighting and other minor photographic defects before releasing the
final photos as part of an advertising campaign was standard practice.
Description of deceptive marketing and how consumer rights are violated
Any statement made by an advertiser that is inaccurate or misleading, or that does not
sufficiently identify itself as an advertisement, is considered deceptive advertising. The
American Marketing Association defines misleading advertising as "promotion intended to
deceive customers by making false claims, failing to give complete disclosure, or both."

The Advertising Standards Authority (ASA) has prohibited a television commercial for
Procter & Gamble's Olay because it implies that the skin care line has the same effect as
cosmetic injections. Twiggy was named the new face of Olay Definity Eye Illuminator, but a
commercial featuring her picture has been criticized for being 'misleading' when Olay
acknowledged to airbrushing the shot.

The Advertising Standards Authority (ASA) determined that the advertisement was deceptive
but not socially irresponsible. P&G disputed that the advertisement may have a detrimental
impact on people's body image and dismissed charges that it was "socially irresponsible." The
ASA stated that no further action was necessary because the advertisement had already been
removed.

The consumer rights that were violated in this case are-

• The right to expect the product to perform as claimed.

• The right to be well informed about important aspects of the product.

• The right to be protected against questionable products and marketing practices.

• The Right to expect the product to perform as claimed.

• False claims made in advertisements by marketer.

Consequences P&G’s Olay has faced due to deceptive marketing activities

The ASA concurred in its finding that the advertisement was not socially irresponsible and
that no further action was necessary because the picture had already been eliminated.

It stated that it recognized advertisers' need to portray their products in the best possible light,
frequently employing techniques such as post-production augmentation and image
retouching.

However, the company believed that the post-production retouching of this commercial,
particularly in the eye area, may mislead customers about the appearance the product could
accomplish.

Sustainable Marketing Practices

The tailored advice provided by the Olay Advisor service can aid in the retention, attraction,
and upsell of middle-class consumers who use Olay or comparable products. This technology
is capable of addressing two main issues in the skin care industry:

Natural skin care products rose by 7% in the United States in 2015, compared to 2% growth
in the total beauty industry; in fact, natural skin care products outsell standard brands like
Olay by two to three times. As a result, in order to sustain growth, Olay needs expand its
naturals line and adapt the Olay Skin Advisor application to allow consumers to choose
organic/natural products. The data and insights acquired thus far from the application can aid
in the expediting and prioritization of particular product development within naturals.

Approximately 87 percent of men between the ages of 18 and 44 use skincare products; yet,
Olay does not presently offer skin care products or suggestions for men. To capitalize on this
expanding market, the firm should swiftly expand the functionality of the Olay Skin Advisor
tool to include male skin analysis and exploit the information to produce Men's Skin Care
products under the Olay brand or another brand.

Olay's competitive edge has historically been product creation, not technology or artificial
intelligence. In the future, the brand should evaluate whether to develop this technology in-
house or outsource it. What are the ramifications of each option for the brand's competitive
advantage?
 Bibliography

https://www.businessinsider.in/advertising/18-false-advertising-scandals-that-cost-some-
brands-millions/slidelist/51630710.cms#slideid=51630726

https://digital.hbs.edu/platform-rctom/submission/the-brains-behind-olay-beauty-care-
product-recommendations/

http://www.latimes.com/business/la-xpm-2012-may-25-la-fi-mo-olay-suit-20120525-
story.html