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. In effect, brand extensions allow a company to capitalize on the “previously paid for” recognition, reputation and leverageable equity of its brand names. You’ll see skin that’s smooth, matte and shine-free. 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. It is a safe, trusted and comfortable brand. It has majorly tried to come up with moisturiser to stay looking young. The Olay brand of well known skincare product lines, is known for a few different things in the personal care products community. Olay has a wide variety of products in its marketing mix. Olay has been an established and popular brand so its name will increase the willingness of consumers to try new brands. They have been successful in increasing fairness and reducing the dark spots. 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. Target market of Lux is the age group between 16-40 and urban and semi urban areas. Registered Data Controller No: Z1821391. Olay is one of the most selling brand of Procter & Gamble. Olay have been successful in maintaining the image and the price because off the quality of the product. Shop for olay skin care products online at Target. From quick, convenient cloths to double-sided discs to powerful scrubs, masks and more, Daily Facials has a cleansing product perfect for you.”, “Life can be stressful, but it doesn’t have to get under your skin. Shop Target for Olay. http://www.cambridge-design.co.uk/wp-content/uploads/pdf/ProductSystems.pdf, http://www.beautyandaging.com/oil-of-olay-review. PRODUCT BENEFIT Renews skin’s surface layers for smooth texture and refined pores. This is closely related to P&G’s desire to re-position the brand for high-end market customers. Choose from contactless Same Day Delivery, Drive Up and more. 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. They make everything from anti-wrinkle skincare to anti-acne care. 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 … Also personal messages were written to the reader by a fictitious advice columnist Margaret Merrill. Olay Regenerist Whip delivers powerful wrinkle results without heaviness. They actually strengthen the skin’s natural moisture barrier to prevent dry skin over time, thus breaking the cycle of dry skin. to maintain consumer loyalty and loyalty, the companies in skin care industry adopting the latest technology and making the revolutionary substances to new products. Olay Total Effects Target Market Middle aged and younger women above 25 years of age of higher middle class. Go beyond lines and wrinkles. 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. This article has been researched & authored by the Content & Research Team. They have been successful in increasing fairness and reducing the dark spots. 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. 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. Disclaimer: This work has been submitted by a university student. The income group to which the offerings will be suitable will be the upper middle and middle-income social class. Another problem that occurred was that customers are not able to directly purchase Olay through Olay.com, making them have to go to another source. CONCLUSION/RECOMMENDATIONS: BHAI PLZ HELP OUT WITH THIS UNTIL THEN I WILL FIGURE OUT THE REFERENCESâ€¦ 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! Lux has been segmented on the basis of demographic factors like, age, lifestyle etc. There’s one that’s just right for every skin type. With over 400,000 users submitting their receipts through our suite of mobile apps, we help you better understand consumer behavior across all channels. Luminous. This element of the marketing mix identifies the organizational outputs that are offered to target customers or buyers. P&G standardised the Olay range at the end of the 1990s, dropping most regional name variants, such as Ulay. This article elaborates the product, pricing, advertising & distribution strategies used by Olay. (18-35 yrs) Considered to be premium Skincare brand Does not claimed itself to be Not a premium brand a … 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). Following is the distribution strategy of Olay: Olay started in South Africa and now the brand has spread worldwide and widely accepted. In 1985 Procter & Gamble acquired the Oil of Olay making Oil of Oaly from strength to strength. Products like Body and White radiance were basically launched in America and Asia respectively. 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 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. economic classes. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. Registered office: Venture House, Cross Street, Arnold, Nottingham, Nottinghamshire, NG5 7PJ. The promotional and advertising strategy in the Olay marketing strategy is as follows: Olay followed a unique kind of promotion strategy. 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, … 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. The companies are not associated with MBA Skool in any way. Olay would do better to potentially focus on more powerful active ingredients in their skin care line to attract users. 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. 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 2006 Olay was launched in Philippines and 2007 in India. As a result, well known existing brand names can be the way for a company to enter a new category that otherwise would be impossible. Our academic experts are ready and waiting to assist with any writing project you may have. Many companies could make a cola, but only Coca-Cola owns that brand. Cosmetics Market (makeup or beauty products) are . 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. 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. Olay products are easily available at cosmetic stores, supermarkets, online through ecommerce sites etc. Nonetheless, this is a skin care line specifically geared toward anti aging prevention in women. Olay basically targets the higher middle class people and are price a little higher than other brands. However, with the name change there has also come a change in its target audience, especially in more recent years. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. Marketing Mix of Olay analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Olay marketing strategy. Instagram influencers raise awareness of Olay’s cause marketing movement by weaving its products into their daily skincare routines for a 28-day challenge. Olay's target market is women of all ages. It is a personal-care brand associated with FMCG sector. 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. 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. If you need assistance with writing your essay, our professional essay writing service is here to help! No streaks. Magazines, newspapers and hoardings all are used for the promotion activities. 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. Covergirl is an American brand of cosmetics sold by Procter & Gamble. A look that’s highly defined. Hershey could not have efficiently entered the peanut butter category without the Reese’s brand. We’re committed to doing our part to help stop the spread of COVID-19. The “Fearless 9” females lead Olay’s #FaceAnything campaign with empowering messages to invite other women to embrace their true beauty. However it retains the name Olaz in a handful of European markets including Germany, France, the Netherlands and Austria. The various products under the brand are Complete, Total Effects, Prox, Fresh effects, Body, White Radiance, Regenerist, Regenerist luminous etc. Body Care Category. Philippine Market for Cosmetics. 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 . What is Olay? Olay carries out extensive TV advertisements to reach the customer. This means that they’re a step above many of the other well known brands in the market However, year-on-year sales were down by 11% in the 12 months to July 2005, and in this year’s Readers’ Digest Most Trusted Brands survey, Nivea knocked Olay off top spot being one amongst its tough competitor (bowery). Olay have been successful in coming up with new products to meet the market demands. 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, still the leader in mass-market anti-aging skincare, is bringing out the white-coated scientists for its latest product launch. 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. Here at OLAY we are committed to the health and safety of our OLAY Tribe, both you and our employees. Since then Olay have always come up with unique kind of taglines to appeal the youth. (Marketing Week, 30.10.08). Jack wrote the advertising copy to the magazines and newspapers as tips and beauty hints with suggestions on how to use the product. 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. Life & Style Magazine gave their “Beauty Award” to… Olay Definity Eye Illuminator , for Best Eye Cream, (August, 2009). 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. 1) EXECUTIVE SUMMARY Olay is the top facial skin care retail brand in the world and is one of Procter & Gamble (P&G)’s multi-billion dollar brands. 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. 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. It is not uncommon to find sales of the parent product rising after the launch of a successful brand extension. This is not an example of the work produced by our Essay Writing Service. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. 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