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