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Olay Marketing Plan - 4888 Words

1) EXECUTIVE SUMMARY Olay is the top facial skin care retail brand in the world and is one of Procter Gamble (PG)’s multi-billion dollar brands. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of PG’s $79 billion in revenue. Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the â€Å"anti-aging† category† in mass stores with the launch of Olay Total Effects in 1999. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are tremendous products in market more expensive than Olay. While†¦show more content†¦Line Minimization: Reduces the appearance of fine wrinkles 2. Nourishing Moisturization: For a radiant, healthy glow 3. Tone Enhancement: Balances color reduces appearance of age spots 4. Gentle Exfoliation: Smoothes and e vens skin texture 5.Show MoreRelatedBrand Management and Plenitude Skincare Line1250 Words   |  5 Pagesintroduction and was introduced in the U.S. market in 1988. It had grown quickly to become the #2 brand in the market, behind Oil of Olay. Plenitude was marketed as an upscale product bringing new people into mass channels from department stores. A four-year sales plateau was reached and their #2 position was lost to Pond’s. Carol Hamilton, Senior Vice President of Marketing for the L’Oreal Retail division was faced with a division that wasn’t making any money after an 8-9 year introduction into theRead MoreMarketing Communication Creative Brief and Imc Plan7930 Words   |  32 PagesContent Page Executive Summary 3 1. Situation Analysis 3 1.1 Internal Analysis 3 1.2 External Analysis 4 1.3 SWOT 4 2. Identification of Marketing Problem or Opportunity 5 2.1 Marketing Problem 5 2.2 Marketing Opportunity 5 3. Marketing Objectives 5 4. Positioning 6 5. Communication Objectives 7 6. Campaign Budget 8 6.1 Budgeted Costs 9 7. Campaign Target Audience 11 7.1 Brand Loyalty 11 7.2 Creative Targets 12 7.3 Behavioural Sequence Model (BSM) 13 8. ChoiceRead MorePlenitude Case1224 Words   |  5 PagesPlenitude Case Plenitude’s Position in the US Market – 1996: Plenitude’s position has been bumped from 3rd position behind Pond to 2nd position behind Oil of Olay who is the market leader in the skin care industry. The move of Plenitude’s position to second position has been due to the introduction of a new product – Revitalift known with L’Oreal. Revitalift is the 20th brand product of Plenitude’s product line sold in the US in a 1.7 ounce container and sales for $11.05 per unit. RevitaliftRead MoreMarketing Communication Creative Brief and Imc Plan7937 Words   |  32 PagesContent Page Executive Summary 3 1. Situation Analysis 3 1.1 Internal Analysis 3 1.2 External Analysis 4 1.3 SWOT 4 2. Identification of Marketing Problem or Opportunity 5 2.1 Marketing Problem 5 2.2 Marketing Opportunity 5 3. Marketing Objectives 5 4. Positioning 6 5. Communication Objectives 7 6. Campaign Budget 8 6.1 Budgeted Costs 9 7. Campaign Target Audience 11 7.1 Brand Loyalty 11 7.2 Creative Targets 12 7.3 Behavioural Sequence Model (BSM) 13 8. Choice of Media 14 8.1 TraditionalRead MoreAnalyst Essay1269 Words   |  6 Pagesyears. It was planned that LOreal would gain share and well establish its brand Plenitude. Despite careful planning, LOreal failed to meet profit targets 8 years after the US introduction of Plenitude due in past to Ponds price strategy and Oil of Olay maintaining its leadership amongst other issues (see answer to question 2). LOreal then decided to carefully study through research why The French success formula was not very successful in the US. The French formula was a little twisted whenRead MoreEssay on Social Class1002 Words   |  5 Pagesdifferently to different ethnic groups. 2. Foxtel is marketing pay television services in Australia. What approach should it take to households where the main decision makers are: a) Baby boomers b) Generation X c) Generation Y? 3. What allowance should be made for the ability of the elderly to process complex information in making product purchase decisions? 4. In view of the anticipated growth of the 50-plus market should Oil of Olay consider a new strategy for its face cream? Would it beRead MoreSwot6410 Words   |  26 PagesUS$425.7 bn Bath and Shower US$37 bn Baby Care US$13.6 bn Hair Care US$73.7 bn Small Appliances Jewellery 1,724,022 Men’s Grooming US$32.7 bn Procter Gamble is the global leader in beauty and personal care. Its key brands here include Olay, Gillette and Pantene. The company has however underperformed some of its rivals including Unilever and L’Orà ©al, which have made significant gains in the Chinese market to Procter Gamble’s detriment. Procter Gamble may suffer from being too midRead MoreProduct Market Analysis : Procter And Gamble Essay1089 Words   |  5 Pagesresponsibility for developing the overall brand strategy and innovations with new product and upgrades, along with marketing plans. Proctor and Gamble customers include merchandisers such as stores, grocery stores, drug stores, membership clubs, department stores and salon distributors with their e-commerce sites. Procter and Gamble is responsible for developing and executing a market plan at local levels by utilizing the Company s Sales and Market Operations (SMO). (Thomson Reuters) The SMO includesRead MoreMarketing Analysis : The Soap Market1448 Words   |  6 Pages INTERNET MARKETING (TASK 3-4) Image Task 3 When someone starts a new business or expands existing business, there is need for market research to make stronger and better decisions and improve chances of success. There are two type of research; secondary market research and primary market research. 3.1 Conduct secondary market research The soap market in United Kingdom has been protected from the worst recession cutbacks but unfortunately the situation is not appreciableRead MoreAs Paolo Decesare, What Factors Do You Need to Consider Before Deciding What to Recommend in Your Sk-Ii Presentation to the Global Leadership Team (Glt)? What Kind of Analysis Will You Need to Do in Preparing for?1306 Words   |  6 PagesThis is my own view to the question The factors appropriate for SK-II as an existing brand in a country which would have had some priority over other products in the market will have to consider the PESTEL factors, Porter s five forces, SWOT,Marketing mix,Investment decision and the culture as well must be understood to position the product in new global market. PESTEL FACTORS This looks at the possibility of how SK-II cosmectics product can be a booming brand in Japan for Pamp;G company

Dulce Et Decorum Est Essay Thesis Statement Example For Students

Dulce Et Decorum Est Essay Thesis Statement Whereas, throughout Dulce Et Decorum Est, Owen mainly describes the condition the soldiers were facing (with the help of metaphors), cursed through sludge and their appearance, He plunged at me, choking, drowning. He uses sludge to portray the battleground as it was filled with gooey mud that the soldiers found very hard to move in and so had to put a lot of effort in which it stimulated them to resent suggesting by the word curse in the line cursed through sludge. Hence, he gives an impression of the war as vile, malignant and an appalling situation to be in; haunting flares, blood-shod, white eyes writhing and incurable sores. Moreover, he contrasts Tennysons noble soldiers, he purposely does not mention any valiant characteristics of the brave men in battle; Incurable sores on innocent tongues. Instead, he compares them to beggars from the phrase (simile) Bent double, like old beggars under sacks, to describe the horrible position they had to adopt, a very destitute one. Not only that, he calls them old beggars, which I believe to make us sympathise the unfortunate soldiers as people immediately and are more inclined to feel sorry for the old ones. It also contrasts the young strong fighters. I believe he views us the soldiers uniform as sacks which is a definite contrast between Tennysons glamorised weapons. He further writes, coughing in the phrase coughing like hags to show the soldiers poor physical condition. He calls them hags judging from their pitiable state. Hag is an old woman that is considered very revolting and dreadful but soldiers were meant to be fit and so he contrasts between the two. Both poets include the word Plunge but for different effects. Tennyson uses it to create a swift and ambitious movement made by the soldiers; Plunged in the battery-smoke, whilst Owen uses it to produce a horrible depressed nightmare of his associate in agony, shortage of air; He plunges at me, guttering, choking, drowning. We can also deduce from this that he seems to be in reality suffering from nightmares and therefore wants to anxiously share his misery. Tennyson uses the repetition method several times, to show great power and force of the cavalry, and to exhibit the soldiers commitment. In the preface of The Charge of the Light Brigade, he repeats half a League three times to ensure that we acknowledge the elongated distance the bold soldiers voyaged despite their difficult task and frightened feeling. Additionally, I believe it is repeated to represent a cyclic movement of the horses dashing. The line, Rode the six hundred is repeated in the first three stanzas as a notice, in spite of the soldiers knowing their imminent death; they continued their courageous approach. He uses a powerful prominent verb Rode to illustrate such movement. He also uses words like charged and stormed, to support this. Six hundred represents the number of soldiers. This was extremely small compared to the amount of their enemies but still the audacious men carried on ahead. This alone proves their patriotism. The three opening lines of the third stanza; Canon to right of them, Canon to left of them, Cannon in front of them, occurs two times (in the fifth stanza the Cannon in front of them changes to Cannon behind them). It accentuates the type of danger awaiting them. They are doomed by the vicious cannons and without an exit route but still they carry on. The third and the fifth verse is merely the same as one another except the first one is pertaining to the Light Brigade going to battle and the fifth one concerns them retreating from a defeat. .u7b28f5b54992ef6e8a59eacaf2cae2a7 , .u7b28f5b54992ef6e8a59eacaf2cae2a7 .postImageUrl , .u7b28f5b54992ef6e8a59eacaf2cae2a7 .centered-text-area { min-height: 80px; position: relative; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 , .u7b28f5b54992ef6e8a59eacaf2cae2a7:hover , .u7b28f5b54992ef6e8a59eacaf2cae2a7:visited , .u7b28f5b54992ef6e8a59eacaf2cae2a7:active { border:0!important; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .clearfix:after { content: ""; display: table; clear: both; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u7b28f5b54992ef6e8a59eacaf2cae2a7:active , .u7b28f5b54992ef6e8a59eacaf2cae2a7:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .centered-text-area { width: 100%; position: relative ; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u7b28f5b54992ef6e8a59eacaf2cae2a7:hover .ctaButton { background-color: #34495E!important; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u7b28f5b54992ef6e8a59eacaf2cae2a7 .u7b28f5b54992ef6e8a59eacaf2cae2a7-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u7b28f5b54992ef6e8a59eacaf2cae2a7:after { content: ""; display: block; clear: both; } READ: The war of the worlds by HG Wells EssayLikewise, Owen uses repetition too but not as much as Tennyson does. In fact, he uses it only twice, to illustrate how frightened and desperate for protection they were, in the verge of dying from a poisonous gas, Gas! Gas! Quick, boys! It is also a direct speech, which he uses to communicate with us. He uses an exclamation mark on the word gas so as to call desperate attention (to the reader and) to his fellow soldiers for it meant a death penalty to those who were not able to distinguish the gas. This also shows the fond between soldiers even though they were extremely tired and had probably only met each other for the first time; a word of caution was still notified. This creates a very sympathetic atmosphere to the readers. I also think that the fond between the soldiers are a contrast to Tennysons soldiers seeing that out of the 600 some still survived. I believe if the fond between the 600 was to that of the depicted soldiers in Owens than all would have died, as they would want to help their dying associates. The other repetition is the face in the lines writhing in his face and His hanging face. It signifies that Owen was most certainly traumatized by this part of the gas victim. Both poets use metaphors to emphasize and overstress their intentions. Tennyson uses metaphors as well as a biblical references such as Into the valley of Death, which recurs several times (to remind the reader of the dangers) and Into the jaws of Death, Into the mouth of Hell. A valley once very peaceful becomes a valley that is filled with death. The soldiers were aware that they would eventually meet their death once they entered the enemys territory. Tennyson personifies Death and Hell to give a vivid portrait. Owen uses metaphors such as Men marched asleep, Drunk with fatigue, to express the soldiers pitiable condition. They had to sacrifice their sleep to be alert in the war, thus they desperately strived to get as much sleep as possible when they had the chance and that I assume was when they were marching. I believe the men marching asleep and without formation is a contrast to the marches that are done in a much-formatted way today. He regards fatigue as the effect caused when you are drunk by alcohol in this case. Another metaphor deaf even to the hoots accentuates the soldiers inability to hear presumably because of the loud gunshots and bombs. He states that even the largest possible noise was not audible to them. This creates a horrifying image of the soldiers at war, thus discourages glory of war. Owen uses a simile as well as a biblical reference His hanging face, like a devils sick of sin to convey a fellow soldiers miserable look since he was unfortunate in getting his mask on in time and hence he died. I believe, he writes that his face was so lynching that it represented the symptoms of an illness consisting of sins derived from the devil (who is the source of sin). He uses devil to express it given that we all identify him to be very dreadful and appalling, thus helps us to visualise the awful image of the soldier. Another example of similes Owen uses are Obscene as cancer and bitter as the cud. Both of them are used to clarify the blood that gargled out of the gas victim. He compares the disgust to cancer to facilitate his intention. Cud is the remaining bit of food that is to be chewed again by a cow and so he employs this to regard that the sufferer went through the same process. All of these are direct contrasts to Tennysons glorified poem.

Marketing Intelligence and Planning Survey †MyAssignmenthelp.com

Question: Discuss about the Marketing Intelligence and Planning Survey. Answer: Introduction A service company is a firm with a specialty in delivering processes and experiences that are intangible to their clients such as hotels, health, and transportation companies. Services marketing mix is the combination of some elements that are used by enterprises in services industries to communicate organizational and brand message to customers (Rafiq, 2016, pp.4). The 7Ps identified in the case are discussed below. Developing the right product is at the core of the success of any organization. There is a need identifying process and hatching a product with the good quality, and that which satisfies the need. The product in the case study is the dentistry services. Dr. Beckett new facility is revamped and well furnished with modern decoration, technology, and furniture. The technical equipment is advanced, look new and spotlessly clean. The presence of art of state facility is critical for marketing of her business due to the comfort and perceived quality. The firm, therefore, gains a reputation and brand of high quality and gains traction as a result (Hunt and Goolsby, 2011). Promotion is essentially the mode that a company communicates its core business and what it offers to its potential clients. For it to achieve its intended task, promotion ought to be appealing and command attention. Dr. Beckett's dental practice facility has an element of quality and class in all its processes and procedure and not forgetting its premises (Rodrguez, Rabanal and Rubio, 2017, pp. 178196). The facility provides its customers with excellent before, during and post procedural treatments. The firm has the mission statement visibly portrayed on the wall of the waiting room that communicates the intention of the business to its customers thereby selling the business (Blythe, 2009). The mission reads in part, It's our goal to provide superior dentistry I an efficient, profitable manner within the confines of the caring, quality environment.'' The facility also treats its patients to special offers and post procedural treatment. The patients are given thank you cards and follow up calls after procedures; a caring act meant to tighten the relationship between them and the dental team (Wilson, 2012). Patients are also given goodie boxes containing items critical for proper dental care like toothbrushes and paste. Blankets and pillows are also offered to patients who by situations need them. The firm stands to gain a long term partnership relationship as a result of these promotional elements that depicts the quality of services (Lovelock, Wirtz, and Chew, 2011). Price is a critical factor in marketing and largely determines the fate of the business through revenues. The product or service is only worth what potential clients are willing or prepared to pay. The pricing needs to be competitive yet with reasonable profit margins. The cost of services in the case study made Dr. Bickett to make hard decisions. She decided to opt from the controversial HMO because the price of services dictated therein could not sustain her business mainly because she wanted to offer high-quality services. She decided to relocate her business to another town and revamp everything including infrastructure, processes, and operations to bring out the quality in her services and justify her pricing (Journal of Islamic Marketing, 2012, pp. 212-216). This major decision enabled her to achieve the highest level of dental care at an extra cost to its patients. This decision also meant that patients who could not afford her prices had a decision to seek treatment from other facilities operating under the HMO scheme. Dr. Bickett had value added elements in her services like goodies, offers and post follow ups measures that justified her high prices (Zeithaml, Bitner and Gremler, 2013). The place element entails the right and quality location where the patients receive their services and the means of distributing the same. Dr. Beckett moved her business from a previously unappealing location and office to an attractive, pleasant place for her staff and patient. The premises were classical and serene perfect environment for patients. Patients are naturally attracted by an appealing environment. To this effect, the business owner is likely to benefit a long term close relationship with them translating to revenues (Booms and Bitner, 2011, pp. 47-51). The physical evidence is an element of the service mix that enables one to make a judgment to an organization based on appearance and service received. They are the material cues including the paper work; staffs contact experience and many others (Luan and Sudhir, 2010). Inside the facility, the waiting room is modernized with arts, television screens which displayed very informative dental procedure and care; smooth entertainment and children toys to pre-occupy the patients while waiting to be attended. She had also provided magazines and other literature for the same purpose. Dr. Beckett's dental staff team is very friendly and professional to the patients. They carried out their procedures within the stipulated timelines and also advised patients on the rescheduling of processes depending on the queue. The process is the flow of activities by which services are consumed. It is an important factor to market any business because it depicts the quality levels and culture of the organization. Dr. Dickett dental practice has value adding processes aimed at providing a standardized quality of service to its patients without errors. The facility has redesigned system in place like the billing and re-ordering systems to achieve efficiency and efficient service delivery. Time is allotted for every procedure and, therefore the dental team had to work diligently to deliver within timelines (Shimizu, 2016, pp. 25-62). This is an important factor and a manifest of quality when systems and procedures are organized, predictable and auditable. People refer to the human element that delivers the services through established systems and procedures. The quality in an organization is judged from the look of the facility and importantly interaction with the front office workers and the rest of the team. Dr. Bickett facility had seven employees and her making it a total of 8. The team was organized into those working at the front and back offices depending on their qualifications. The team had uniforms for identity and neatness purposes. Besides, she had natured a friendly and professional team to the patients courtesy of her values and objectivity to the course (Google Trends, 2015). The culture that guided her interaction with the employees was translated down to the patients. Her team was cohesive and worked together towards the sole goal of high-quality service delivery without distracted by attitude and arrogance that could dent the reputation of the firm. Service quality and productivity relate to the case Productivity and quality service delivery are intertwined factors in this case study. The Dentist implies in her decision to relocate that she moved from a place that was cramped and luckily procured a spacious office with serene environment. The productivity of her team was directly impacted by the organization in her office and space available. Therefore, the new spacious and better organized new offices she acquired significantly improved the rate and quality of services of her team thereby satisfying her customers. Patients education is an important factor because it derives trust and confidence from the patients as they become familiar with processes and know what is expected of them. Dr. Bickett had a fairly large number of patients who streamed her facility due to its reputation. Her good and quality services attracted close to 2000 patients who were majorly professionals with white collar jobs and employees in other organizations gained through referrals who would market the organization through word of mouth. The facility had resources and systems in place to offer knowledge to its clients. She has magazines and education films in the waiting room that are informative on the dental procedures and post treatment measures to patients. Dr. Bickett ensured that her new patients were treated to the new patient examination and feedback that distinguished her services from the rest (Solis, 2011, pp. 201-202). Supplementary services are those services offered to complement the major procedure done. They are also a manifest of quality and commitment to the facility. Dr. Bickett Dental precise had some supplementary services. Post procedure services like follow ups on patients to know their condition. She also educated her patients on dental procedures and health practice The contrast of my own dental care experiences with that offered by Dr. Beckett practice. My dental experience has not been largely different from that one offered by Bickett facility. I had visited a dental facility for a procedure and witnessed pain and agony in the patients. The waiting rooms had large pictures of the dental formula displayed and some chats on dental care. Dr. Beckett's facility is advanced with modern technology with predictable systems in place. She has invested a lot in material cues and the culture of her team which uplifts the standards of her services. I would advise Dr. Beckett to proceed on that path and even expand her business to offer dentistry training on acquiring the required documentation and authorization. My former dentist needs to improve service delivery because it determines the reputation of his firm. Further, he should invest more in training his team to be professionals and implement a good public relations strategy to improve his business. Finally, he should offer value for money to his patients. References Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd. Booms, B. and Bitner, M (2011). "Marketing Strategies and the Organization Structures for the Service Firms." Marketing of Services. American Marketing Association, pp. 4751. Google Trends (2015). The Interest on the topic of Marketing 3. 0 over time (2006-2015). Hunt, S. and Goolsby, J. (2011). "The Rise and Fall of a Functional Approach to Marketing: A Paradigm of Displacement Perspective," (originally published in 1988), reprinted in: Review of the Marketing Research: Special Issue - Marketing Legends, Vol. 1, Naresh Malhotra,(ed), Bingley, UK, Emerald Journal of Islamic Marketing (2012). Marketing, pp. 212-216 Lovelock, C., Wirtz, J. and Chew, P. (2011). Essentials of Services Marketing (2nd Ed). Singapore: Prentice Hall. Luan, Y. and Sudhir, K. (2010). Forecasting Marketing-Mix Responsiveness for the New Products, Journal of Marketing Research Rafiq, M. (March 31, 2016). "Using the 7Ps as a generic marketing mix: an exploratory survey of the UK and European marketing academics". Marketing Intelligence Planning, pp.4 Rodrguez, I, Rabanal, P. and Rubio, F. (2017). "How to make a best-seller: Optimal product design problems." Applied Soft Computing, pp. 178-196 Shimizu, K. (2016). "Co-marketing (Symbiotic Marketing) Strategies," (Japanese) 5th edition, Souseisha Book Company (ISBN978-4-7944-2482-2) pp. 25-62. Solis, B. (2011). Engage! The Complete Guide for the Brands and Businesses to Build, Cultivate, and Measure Success in New Web, John Wiley Sons, Inc. pp. 201202. Wilson, (2012). Looking at the Islamic marketing, branding and Muslim consumer behavior beyond the 7P's Zeithaml, V., Bitner, M. and Gremler, D.,(2013). Services Marketing: Integrating Customer Focus Across the Firm, (6th ed), New York: McGraw-Hill.