Since then Olay have always come up with unique kind of taglines to appeal the youth. Olay is spread in counties like Netherlands, Belgium, Germany, USA, Spain, France, Italy, UK, Ireland etc. Shop Target for Olay Skin Care you will love at great low prices. Choose from contactless Same Day Delivery, Drive Up and more. We’re committed to doing our part to help stop the spread of COVID-19. 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 … *You can also browse our support articles here >. For example, the brand has been established with a seriously rock-solid reputation as a keen developer of quality skin care products. A new anti-aging breakthrough that’s potent, proven, and professional.”, “The face of anti-aging will forever be redefined. Target Audience cont. The anti-ageing brands are driven by constantly changing ingredients, making it hard to build specific benefit loyalty. source: http://www.brandextension.org/benefits.html. 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. The main ingredients of Olay are pentacide peptides that helps in reduction of wrinkles and make 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. They have always created an image focussing on “helping women become beautiful”. Olay has a wide variety of products in its marketing mix. Shop for olay skin care products online at Target. The names and other brand information used in the Marketing Mix section are properties of their respective companies. Examples of this include Procter & Gamble’s Olay skincare line.Olay on itself is a great 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. They have widely spread distribution network. It is not uncommon to find sales of the parent product rising after the launch of a successful brand extension. The result is a strong, essentially impermeable moisture barrier that protects your healthy skin from the elements. 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? 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). They carry on advertisements through various mediums inclusive of print media and tv ads. The weightless formula immediately leaves skin feeling soft & smooth with a matte finish. Olay is one of the most selling brand of Procter & Gamble. 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! They have been successful in increasing fairness and reducing the dark spots. 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. No sun required.”, Source: www.docstoc.com/docs/14719894/Oil-Of-Olay-Products. The Olay Pro-X range is aiming at mass market but is being marketed as a luxury product at the same time. Breakthrough Olay Whip moisturizers deliver powerful skincare with a light as air finish. 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. This is the SWOT analysis of Covergirl. 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. Olay is Britain’s bestselling skincare product, according to Marketing’s Biggest Brands survey. Free resources to assist you with your university studies! The target population for the product is women of age 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. Olay is a 66-year-old global skin care products brand within Procter and Gamble’s (P&G) $65 billion-dollar product portfolio. COMPARISON 1.Pricing factors OLAY Fair and Lovely Garnier Targets elite urban upper class women of the affluent category. as their brand ambassador which again attracts youth easily. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. Browse 4Ps Analysis of more brands and companies similar to Olay Marketing Mix. This article has been researched & authored by the Content & Research Team. The company included foods and beverages in its product mix until the Pringles brand was sold to the Kellogg Company in 2012. The various products under the brand are Complete, Total Effects, Prox, Fresh effects, Body, White Radiance, Regenerist, Regenerist luminous 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. 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 unbeatable market leader in the skincare industry in the anti ageing cosmetic sector. In effect, brand extensions allow a company to capitalize on the “previously paid for” recognition, reputation and leverageable equity of its brand names. The introduction of Skin Tone Analysis System (STAS) by P&G’s Olay brand in selected stores enables Olay beauty consultants with a proper training to analyze customer’s skin type as well as perform consultations to suggest the best product to meet their needs. This breakthrough facial moisturizer transforms from cream to liquid on contact for fast absorption and a breathable feel. Whips are made with Active Rush Technology that transforms from cream to liquid on skin for instant absorption. Marketing Our brand extension study for Reese’s identified peanut butter as a logical brand extension. 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. 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. Customers’ perceived risk of purchase also becomes lower than in the case of a completely new brand. 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. (18-35 yrs) Considered to be premium Skincare brand Does not claimed itself to be Not a premium brand a … Registered Data Controller No: Z1821391. Olay basically targets the higher middle class people and are price a little higher than other brands. In recent years, the UK’s cosmetics market has seen many brands launching exclusive and expensive lines after gaining some of the market share. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. 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). Here at OLAY we are committed to the health and safety of our OLAY Tribe, both you and our employees. Aimed at the clinical dermatology market created at CDP originally development of technology is STAS. Philippine Market for Cosmetics. Marketing Mix of Olay analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Olay marketing strategy. It is never too early to start taking care of your skin. IE-IMBA-EMURY. 1st Jan 1970 In this case, Procter & Gamble’s products are classified as consumer goods. 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 . Do you have a 2:1 degree or higher? which have helped the brand grow. Shop Target for Olay. The companies are not associated with MBA Skool in any way. Proven effective in fighting multiple signs of aging, this exclusive combination helps rejuvenate and beautify your skin while improving the condition of the skin’s moisture barrier.”, “Olay Complete moisturizers give your skin all-day moisture, vitamins and UVA/UVB protection in a lightweight formula for healthy skin every day. Olay have been successful in maintaining the image and the price because off the quality of the product. They have been successful in increasing fairness and reducing the dark spots. The product is well perceived amongst the people so they are ready to buy it even for a higher price. No orange coloring. 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. You’ll see skin that’s smooth, matte and shine-free. 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. Olay has the strong backing of the parent company P&G and is thus spread all over the world. (25 yrs &above) Target audience ranges from Target audience from rural middle class to urban general upper and middle lower income group. Olay Total Effects SWOT Analysis Olay Total Effects Strengths Below are the Strengths in the SWOT Analysis of Olay Total Effects: 1. Olay's target market is women of all ages. Streamlining efforts to focus the business on the most profitable product lines have also corresponded to changes in … 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. http://www.cambridge-design.co.uk/wp-content/uploads/pdf/ProductSystems.pdf, http://www.beautyandaging.com/oil-of-olay-review. He determined to formulate a product which extensively cares for skin, as his attention turned to skin care. In 2006 Olay was launched in Philippines and 2007 in India. Cosmetics Market (makeup or beauty products) are . It is a safe, trusted and comfortable brand. The procedure of extending a brand also has other potential benefits. 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 … Reference this. However, with the name change there has also come a change in its target audience, especially in more recent years. With over 400,000 users submitting their receipts through our suite of mobile apps, we help you better understand consumer behavior across all channels. When Mr. Wulff functioning for the Industrial Development Corporation (IDC) in South Africa in the early 1950’s. In fact, January this year saw the launch of Olay Essentials … The company of choice is BMW and its medium-size car BMW 3 series offered to a broad consumer market.When undertaking market segmentation, BMW does research on the geographic, … Go beyond lines and wrinkles. However it retains the name Olaz in a handful of European markets including Germany, France, the Netherlands and Austria. These were written in Readers Digest and also newspapers which often gave a look of editorials. economic classes. The content on MBA Skool has been created for educational & academic purpose only. A look that’s highly defined. ... but such expertise can be cost prohibitive for Olay’s large and growing middle class target market. Olay’s products never depicted what the products did but instead carried taglines attracting the youth like “Discover The Youth in You” etc. 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 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 trust by the women over fifty years made Olay as the world wide leader in skin care products. The extremely effective style advertisements proved by the ‘reader’. VAT Registration No: 842417633. Women are spending more money to get a good look. Olay, still the leader in mass-market anti-aging skincare, is bringing out the white-coated scientists for its latest product launch. The brand is being positioned the favorite soap of Film stars has been consistent in terms of communication and positioning. Olay has been an established and popular brand so its name will increase the willingness of consumers to try new brands. Target market of Lux is the age group between 16-40 and urban and semi urban areas. The Olay brand also includes soap, cleansers, night creams, and body wash. They actually strengthen the skin’s natural moisture barrier to prevent dry skin over time, thus breaking the cycle of dry skin. They have been focussing to fulfil all the skin care neds of the people irrespective of their age and skin type. Olay have also entered sponsorship programmes to reach out to people. Oil of Olay is currently referred to as Olay. This is closely related to P&G’s desire to re-position the brand for high-end market customers. You can rest assured that OLAY.com is operating responsibly to provide service to all customers across the US as quickly and safely as possible. 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. A high demand made to the product as Oil of Olay made remarkable to success in the South African market. Many companies could make a cola, but only Coca-Cola owns that brand. 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. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. 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. Cosmetics Industry Overview: Global cosmetics market is expected to garner $429.8 billion by 2022, registering a CAGR of 4.3% during the forecast period 2016-2022. Olay undoubtedly has done a marvelous job of building on its heritage of skincare for its major&core target – the older women. 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. 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. Hence, all these cover the marketing mix of Olay. Also personal messages were written to the reader by a fictitious advice columnist Margaret Merrill. This product line has a lot of money that has gone into it, but they are still lacking the conclusive information necessary with the support of clinical evidence to show what their products really have to offer. We're here to answer any questions you have about our services. Survey of 100,000 people by TNS. Olay Clarity is the first line of Olay cleansers with a dual-hydroxy formula to actually help your skin resist blemishes aggravated by stress and hormones, day after stressful day.”, “Olay Body Lotion products don’t just moisturize. 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. The main ingredients of the product include glycerine, vitamin B3, broad spectrum sunscreen, vitamin A derivative etc. mixture of chemical generally used to enhance the appearance or odor of the human body. The promotional and advertising strategy in the Olay marketing strategy is as follows: Olay followed a unique kind of promotion 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. These are some of the most popular beauty products from the house of Olay. In next followed twenty years, graham along with his business partner Mr. Jack Lowe, put up the company that they both shaped to market Olay hooked on successful international organization with a 10 million dollar turnover a year. Olay have been successful in coming up with new products to meet the market demands. Nonetheless, this is a skin care line specifically geared toward anti aging prevention in women. Some 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. Olay majorly targets the young and middle aged women globally. As of 2020, Olay Natural White is one of the leading brands in the FMCG sector. Olay has offering a multitude of 11 product line, some of them are …, “Olay Professional Pro-X is a scientifically advanced line of skin care that gives you younger-acting, younger-looking skin in 28 days. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. Segmentation and Target Market Paper Student’s Name: Institution: Segmentation and Target Market Paper This paper explores the segmentation, target market and product positioning of a company. There has been a shift over the years from older consumers to younger consumers, although older consumers are still the most prominent. Covergirl is an American brand of cosmetics sold by Procter & Gamble. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. to maintain consumer loyalty and loyalty, the companies in skin care industry adopting the latest technology and making the revolutionary substances to new products. Life & Style Magazine gave their “Beauty Award” to… Olay Definity Eye Illuminator , for Best Eye Cream, (August, 2009). This is not an example of the work produced by our Essay Writing Service. ... 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. The result? Olay have been successful in maintaining the image and the price because off the quality of the product. Hershey could not have efficiently entered the peanut butter category without the Reese’s brand. Olay would do better to potentially focus on more powerful active ingredients in their skin care line to attract users. Olay’s Pro X series is simply dermatologist designed, and consists of treatments that are powerful enough to stand a step above creams, oils, and other Olay formulas. 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. safety issues. Olay Regenerist Whip delivers powerful wrinkle results without heaviness. Magazines, newspapers and hoardings all are used for the promotion activities. Quizzes test your expertise in business and Skill tests evaluate your management traits. Disclaimer: This work has been submitted by a university student. Study for free with our range of university lectures! Then Adams National Industries formed by both the partners Graham and Jack to market Oil of Olay. 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. (according to SHIRIN VALIPOUR GLOBAL BUSINESS DIRECTOR, JWT), source: http://www.market-intelligence.com.au/images/brand.png. Olay Total Effects Positioning Prevents aging as well as makes one look younger than her age. The Olay brand of well known skincare product lines, is known for a few different things in the personal care products community. 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… 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. Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. Olay Total Effects Target Market Middle aged and younger women above 25 years of age of higher middle class. 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 carries out extensive TV advertisements to reach the customer. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Jack wrote the advertising copy to the magazines and newspapers as tips and beauty hints with suggestions on how to use the product. Here is Marketing mix of Olay shows how it was introduced in the consumer market in the year 1952 by its founder Graham Wulff and product was sold under his company Adams National Industries or ANI. No plagiarism, guaranteed! Instagram influencers raise awareness of Olay’s cause marketing movement by weaving its products into their daily skincare routines for a 28-day challenge. It has majorly tried to come up with moisturiser to stay looking young. For a wide assortment of Olay visit Target.com today. 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. Our academic experts are ready and waiting to assist with any writing project you may have. Company Registration No: 4964706. It is a personal-care brand associated with FMCG sector. No streaks. In China it is marketed as Yu Lan. Reduces lines and wrinkles with moisturisation. 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. This article elaborates the product, pricing, advertising & distribution strategies used by Olay. Olay does have free samples on their websites, which does allow users to try out their products without any obligation to them initially, making it an attractive offer. Olay products are easily available at cosmetic stores, supermarkets, online through ecommerce sites etc. P&G standardised the Olay range at the end of the 1990s, dropping most regional name variants, such as Ulay. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. Olay Marketing Plan 4888 Words | 20 Pages. Women of this age have a greater disposable income and will buy premium products, even if using mass-market brands for their daily skincare. 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. “Brands are a constraint to enter into new variants.” Brands (not production capabilities) are the prime barrier to entry into most categories. What is Olay? A Marketing Research on Olay. Covergirl Simply Ageless The target audience for the current Simply Ageless campaign is probably middle class women ages 40-65. Products like Body and White radiance were basically launched in America and Asia respectively. It originated in south Africa and has spread worldwide by now. PRODUCT BENEFIT Renews skin’s surface layers for smooth texture and refined pores. Olay's most aggressive competitor since the mid-1990s has been Unilever's Dove. Younger people are becoming more aware of the importance of skin care and investing in its benefits. * It works by resignaling your skin to repair the moisture barrier and boost the surface-cell turnover rate. Copyright © 2003 - 2020 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. 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. (Marketing Week, 30.10.08). … You can view samples of our professional work here. 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. 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”. Guaranteed. Skin care awareness and consciousness are some of the driving forces behind the booming industry. Below is the pricing strategy in Olay marketing strategy: Olay basically targets the higher middle class people and are price a little higher than other brands. MBA Skool is a Knowledge Resource for Management Students & Professionals. Body Care Category. 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. 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. Later they decided to include the sun protection factors to improve the product. New Olay Definity transforms the look of brown spots, dullness and uneven skin tone. Luminous. Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. Lines, is known for a wide assortment of Olay visit Target.com today work has been segmented on the of! - UKEssays is a skin care line specifically geared toward anti aging prevention in women: //www.market-intelligence.com.au/images/brand.png the period. 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