Guru Nanak Institute of Management Studies

(G.N.I.M.S)

Name: Jagjeet Kaur Saini Class: T.Y.BMM (Advertising) Subject:
Advertising and Marketing Research

Professor:Bhumika A. Desai Topic: Olay Year: 2011-2012

ADVERTISING & MARKETING RESEARCH OLAY

2011-2012

Index
              Introduction Name Change Logo Products Olay for Men SWOT analysis Advertising Campaigns Olay and Saatchi & Saatchi Banned Olay commercial Animal Testing Controversy Brand Ambassadors Research Analysis Conclusion Webliography

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ADVERTISING & MARKETING RESEARCH OLAY

2011-2012

Introduction
Olay is an American skin care line. It is one of the top skin care retail brands in the world, except for Japan, and is one of Procter & Gamble's multi-billion dollar brands. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G's $79 billion in revenue. Olay originated in South Africa as Oil of Olay. Graham Wuff (1916-2008), an ex-Unilever chemist from Durban, started it in 1949. The name "Oil of Olay" was chosen by Wuff as a spin on the word "lanolin", a key ingredient. Olay is a product truly born from love, as it was created by a man as a gift for his wife. Graham Wuff saw his wife Dinah’s frustration with thick, waxy beauty creams that came in shoepolish tins. They left her skin looking greasy, and they certainly didn’t fit with her feminine sensibility. Graham wanted to create a new beauty product for her- one that could not only moisturize her skin, but also leave her feeling beautiful and feminine. Together, Graham and Dinah fine-tuned everything from absorption and texture to the delicate pink shade and instantly recognizable fragrance. At last, legendary oil of Olay Beauty Fluid was born.

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did not sell the product to the trade. This led to the introduction of Oil of Ulay (UK and Ireland). Oil of Ulan (Australia) and Oil of Olaz (France. 4 . it was decided to modify the name of the product in each country so it would sound pleasing and realistic to consumers. and the two soon created a company to produce and market Oil of Olay. Olay's marketing was also unique. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merrill. or even as beauty fluid. They ran in Readers’ Digest and newspapers and often looked like editorials.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 With this formula complete and first batch mixed by hand. Account Executive Jack Lowe quickly became Graham’s lifelong friend and business partner. but waited for pharmacies to ask for it based on consumer requests. Graham enlisted the help of an advertising agency that he founded in the yellow pages. Wuff and Lowe. As the company began to market the product internationally. since it was never described as a moisturizer. Print adverts used copy such as “Share the secret of a younger looking you” and talked about the ‘beauty secret’ of oil of Olay. who ran the company under the banner of Adams National Industries (ANI). Nowhere on the packaging did it say what the product actually did. Italy.

as with many brands. The 5 . the Netherlands. Procter & Gamble bought Richardson Vicks and gained the Olay brand. Within five years. Olay produces best results. They further added a sales force and created TV advertising. Needless to say. Olay was sold to Richardson Merrill. Olay was phenomenal success in South Africa. In 1970. Since then.The result of Richardson Merrell’s efforts was a dramatic increase in sales. The company extended the product range to include items such as Night of Ulay and Beauty Cleanser. Germany). cleansers and creams with the aim of meeting the full range of skincare needs. and was expanding into northern Germany. the business was not managed uniformly so there were differences in performance between the countries. which later became Richardson-Vicks Inc. RVI capitalized the "Oil" and added the sub-name "Beauty Fluid" to help protect the trade mark. France. However. ANI opened a test market in USA (Chicago). In 1985. the Olay business flourished. Canada and Germany. P&G greatly expanded Olay both in line-up and internationally. the range has been expanded to include a full range of hypoallergenic variants. Eventually. and in 1959 expanded into England. the United States. whatever the user's age or skin type. Olay became one of P&G’s billion dollar brands in 2003.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 the Netherlands and Germany). and expanded into more countries (Spain.

Olay is one of the most recognizable brands in the world. That’s a potent formula for success. UK. and body wash. it was renamed just Olaz. it was decided to unify the brand under a global name. Procter & Gamble decided to shorten the brand name to Olay. Regenerist. The Olay brand has expanded into a range of other products grouped in “boutiques” including Complete. Quench (North America). Total Effects. The formula had evolved over the years. Olay is the market leader in many countries including USA. and China. Olay 6 . Today. where it remained Oil of Olaz. Name change In 1999. Oil of Ulan and Ulay became Olay on a worldwide basis. In 2000.a light. greaseless formula that absorbs quickly into the skin. Professional. In the Netherlands and Belgium. Yet through all the changes and innovations. White Radiance (Asia) and Olay Vitamins (USA). and the original name no longer fit with what women have to expect from Olay. except in German-speaking regions and Italy. Thus.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 brand also includes soap. the philosophy upheld by Graham Wuff remains as relevant as ever: Help women look and feel beautiful. Olay Cosmetics was launched in 1996 but discontinued in 2001.

generally the least expensive variety. bears the closest resemblance to the pink "Oil of Olay" marketed in the US before the P&G acquisition. The Indian skincare market is constantly growing as can be seen in the figure: 7 . to formally creating the “anti-aging” category in mass stores with the launch of Total Effects in 1999. there are numerous products in market more expensive than Olay.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 has extended its heritage as a moisturizer to stay looking young. Active Hydrating Formula. Today. The launch was almost double the typical price of a mass market moisturizer at the time.

Different products are specially made to suit the different skin types and women of different ages.") The Olay/Olaz brand is known for animal testing. Products: 1. 2. Olay Natural White Brand Ambassador: Katrina Kaif Packaging: It’s a milky white translucent tub with slightly grey cap. which was changed from "Love the skin you're in". 8 . Olay’s current slogan is "Challenge what's possible". Olay was launched in India. In August 2007. Olay Natural White. 3. Olay White Radiance. Since 2010. Slogan: "Olaz läßt Sie strahlen.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Olay Regenerist was the best performing anti-aging cream in a 2006 test done by a consumer association." (lit: "Olaz lets you shine. "Oil of OLAZ" is called only "OLAZ" in Germanspeaking countries. Olay Regenerist. according to a list published by PETA. Olay Total Effects. 4. 1.

Nothing eyecatching but its appearance is mild & smooth true to the nature of the cream inside the tub. Olay’s Natural White Range includes:  Natural White Day Cream Olay Natural White Nourish the skin with nutrients for healthy-looking natural fairness that glows. pro-B5 & E nourishes the skin to reduce the appearance of dark spots and dullness for a healthy-looking natural fairness that glows 9 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 adorning transparent labels with grey fonts. Its formula with triple nutrient system – Vitamin B3.

It contains mulberry leaf extract and vitamin C in order to inhibit melanin production and restores your natural fairness. So wake up to fairer. So your skin is prepared for its whitening care.  Natural White Night CreamOlay Natural White Night Cream contains twice the mulberry leaf extract. but also optimizing its texture leaving your skin feeling feather soft. – Naturally cleaner and fairer skin. ready for moisturizing – Removes makeup and impurities.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012  Its SPF 24 protection effectively helps protect the skin against external damage from the sun.  Its nutrients rich formula help replenishes your skin’s natural moisture level. smoother skin.     Nourishes skin from deep inside 2X whitening effect Intense moisturizing Reveals skin health and radiance  Natural White Face WashOlay Natural White Face wash is an enriched formula that thoroughly cleans your skin. which is proved to not only whiten your skin. effectively removing impurities and taking you close to perfect fairness. 10 .

which is the over-production of melanin in skin cells. Olay White Radiance is able to decrease melanin transfer significantly to ensure that the cells that move up to the surface of the skin are naturally fair. allows light to reflect off the skin so your inner fairness shines through and skin glows with that celLucent™ fairness. they are exposed to various environmental factors that may damage the appearance of the skin. 11 . Hydration: Translucent skin. As cells stay on the skin's surface. translucency and whitening: Whitening: Hyper pigmentation. Olay white Radiance : Olay White Radiance helps your skin achieve celLucent™ fairness by addressing hydration.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 2. coupled with a silky smooth hydrated surface. Niacin amide increases the cell turnover rate to ensure that the cells at the surface are always bright and new. Translucency: A rough. achieving a translucent complexion. flaky skin surface makes skin look lack lustre. gives the innate skin layers a darker appearance.

 Olay White Radiance Protective Lotion with SPF 24An easy to apply lotion.  Olay White Radiance Night Restoring CreamA night cream to protect from the harsh cold blast of the aircon. 12 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 The white radiance series includes the following:  Olay White Radiance Protective Cream with SPF 24An everyday cream perfect for people who like their moisture creamy thick. ideal for a lighter feel and can be used daily.

 Olay White Radiance Eye SerumApply special care to the thinner skin around the eyes.  Olay White Radiance Purifying foaming cleanserThe purifying foaming cleanser effectively deep cleanses the skin to remove dirt. 3. after cleansing and before applying moisturizer. can be used morning and night.  Olay White Radiance UV Blocker with SPF 30Ideal for Whitening Divas who spend a lot of time outdoors. Olay Regenerist : Brand Ambassador: Madhuri Dixit Olay Regenerist is Olay's most awarded range. oil and make-up to prepare the skin before any application of Lotion and Creams. Leave for 15 minutes to soak up the whitening and moisturizing benefits. Olay Regenerist is one of the simplest 13 . having won recommendations and awards from many international beauty and lifestyle magazines.  Olay White Radiance spot correctorFor eradicating dark spots.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012  Olay White Radiance whitening and soothing MaskAn intense formulation mask for weekly use. use morning and night before applying moisturizer.

and conditions level First step to revitalised. youthful looking skin. exfoliates to detoxify. Gently cleans and exfoliates for revitalised. • Regenerates skin’s surface at cellular • Deep cleanses. Contains 14 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 & most effective ways of acquiring younger looking skin without going through clinical procedures. younger looking skin. Olay Regenerist line-up consists of the following product range:  Regenerist Cream Cleanser – Available for Rs. 349 – Detoxify and resurface your skin at the cellular level for the beautifully regenerated look of a mini-professional treatment.

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 oxygenated derma bead formula to gently remove oil. Dermatologically and ophthalmologically tested. make-up residue and dead surface skin cells. and smooth. Daily application of Olay Regenerist Daily Regenerating Serum on your entire face will hydrate and rejuvenate it to diminish all 15 . Amino peptides help regenerate skin's appearance at the cellular level without drastic measures like chemical peels or laser to reveal dramatically younger looking skin. making it clean. Olay Regenerist Daily Regenerating Serum is very safe to use on all skin types. and amino-peptide complex. 1299 – Olay Regenerist Daily Regenerating Serum is a an innovative skincare regimen which combines anti-aging ingredients like Vitamin B3. Pro-vitamin B5.  Regenerist Eye Lifting Serum – Available for Rs. soft. 899 – This innovative eye lifting serum in a non-greasy formula contains Olay’s exclusive amino peptide Complex that hydrates to help visibly firm reduce appearance of deep lines and brightens the area around the eyes and even out skin tone. Being dermatologist-tested and recommended by them. Creamy formula that leaves the skin hydrated. allantoin. Vitamin E. green tea extract. dirt. This concentrated formula is 100% fragrance.  Regenerist Regenerating Serum – Available for Rs. clear. colour. and grease-free so it hydrates and restores damaged skin to its ideal state.

1199 – Formerly known as. There is no need for you to undergo costly procedures such as cosmetic surgery. Olay Regenerist Daily Regenerating Serum. 16 . smooth.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 traces of fine lines and wrinkles. so you can use it as long as you like. which combines Vitamin E. but it is easy on the budget too. leaving your skin soft.. untreated skin.. Regenerist Deep Hydration Regenerating Cream uses our exclusive amino-peptide complex.  Regenerist Regenerating Cream SPF 15 – Available for Rs. takes years away from your face and makes it look and feel younger. young-looking and glowing like a baby’s skin. not only are you safe from the sun’s damaging UV rays which can cause aging and some health problems. with its clinically proven affordable yet effective skincare regimen.for younger looking skin without drastic measures. or chemical peels which are sometimes painful. lasers. You only need one effective product to keep your skin looking as young as ever. Best of all. Twice the regeneration power*   "Perfecting Cream". regeneration + intense dry skin hydration amino-peptide complex *Olay Regenerist doubles skin's surface cell regeneration rate vs.

doubles skin’s surface cell regeneration rate vs. It visibly regenerates skin's appearance and intensely hydrates dry skin. Firming  You’ll love Regenerist Night Recovery Moisturizing Treatment because it: hydrates hour after hour while you sleep.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Pro-vitamin B5 and Olay moisture in a rich. Normal  Helps with these face concerns: Fine Lines/Wrinkles. dry and combination skin. 1199 –  Moisturizes all night like a time-released effect to firm skin’s appearance while you sleep  For the following skin types: Dry. dry. untreated skin. and combination skin. For normal. Use alone or create your own regimen with other Regenerist skin care products. Dry/Flaky Skin. Over time your skin's appearance will be beautifully regenerated. Large/Visible Pores  Benefits: Anti Aging. Unique dispensing pump delivers a fresh. Loss of Firmness/Elasticity. Heals & Protects. Instantly the appearance of fine lines and wrinkles is softened and skin's texture is improved. Dull Skin. 17 .  Regenerist Night Firming Cream – Available for Rs. Suitable for everyday use. clean application every use. non-greasy formula. Younger looking skin without drastic measures. Suitable for everyday use for normal.

Regenerist Night Recovery hydrates hour after hour while you sleep. Suitable for everyday use for normal. The beauty breakthrough was launched by India’s leading beauty icons who have tried Olay Total Effects and seen a visible 18 . Suitable for everyday use for normal.an exclusive anti-ageing combination of Niacinamide (Vitamin B3). Using an exclusive night-time amino-peptide complex with a time-release effect. Olay Regenerist Night Recovery Moisturizing Treatment doubles skin’s surface cell regeneration rate vs. Olay Total Effects : Olay Total Effects is a breakthrough anti-ageing moisturizer containing the patented Vita niacin formulation . untreated skin – so you can wake up to the look of a mini-lift each morning. Using an exclusive night-time amino-peptide complex with a timerelease effect. untreated skin – so you can wake up to the look of a mini-lift each morning. in addition to sunscreen protection. making it ideal for Indian skin. Wake up to the look of a mini-lift each morning.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Wake up to the look of a mini-lift each morning. Olay Regenerist Night Recovery Moisturizing Treatment doubles skin’s surface cell regeneration rate vs. Smooth over cleansed face and neck every evening. Smooth over cleansed face and neck every evening. 4. dry and combination skin. Vitamin E and Pro-Vitamin B5 (panthenol). Regenerist Night Recovery hydrates hour after hour while you sleep. dry and combination skin.

Olay Total Effect’s VitaNiacin technology was endorsed by India’s Leading Dermatologists at a conference where the results of a recent Clinical Study on Ageing-Skin were shared. Regular usage of Olay Total Effects with the breakthrough Vita Niacin complex ensures just one product helps Fight the seven signs of ageing. In addition. Future Trends (Future Group) Roopa Purshottaman. and fashion designer Anita Dongre. health and wellness expert Shikha Sharma.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 difference in their skin – Olay ambassador Sushmita Sen. as it… o Visibly reduces lines & wrinkles o Gives soft and smooth skin o Visibly reduces dark spots o Provides sun protection for even skin tone o Gives firm looking skin o Provides radiant. Economist & Head. TV Anchor & actor Tisca Chopra. celebrity hair stylists and beauty experts Dilshad Pastakia & Coleen Khan Affonso. glowing skin o Visibly reduces the pore size 19 .

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 The total effects range includes the following products:  Olay Total Effects Day Cream Spf 15 50gm – MRP Rs.225 – 20 . For those concerned about sun exposure.699 for – Total Effect+ is specially formulated with 7 vitamins and minerals. Olay exclusive anti-aging formula. healthy glow  Tone Enhancement: Balances colour & reduces appearance of age spots  Gentle Exfoliation: Smoothes and evens skin texture  Pore Refinement: Minimizes the appearance of pores  Free Radical Defense: Helps prevent damage to skin's surface  Subtle Lifting: Hydrates for firmer skin appearance  Olay Total Effects Foaming Cleanser 100Gm – MRP Rs. Vita Niacin.  Line Minimization: Reduces the appearance of fine wrinkles  Nourishing Moisturization: For a radiant. the #1 cause of premature visible aging. this daily facial moisturizer provides the benefit of 7 anti-aging therapies in 1 essential product plus protection against sun damage. It also contains broad spectrum SPF 15 UVA/UVB sunscreen and intensive moisture for younger looking skin.

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 7 Anti-aging cleansing benefits in 1 daily cleanser. visibly youngerlooking skin. Use Olay 7 in 1 Anti Aging Foaming Cleanser for clean.  Smoothes skin’s texture with advanced moisture technology  Fights 7 signs of aging  Olay Total Effects Serum provides the concentrated anti aging power of advanced smoothing moisture technology with 21 . Olay Total Effects Revitalizing Daily Foaming Cleanser provides 7 anti-aging benefits in 1 cleansing step: Olay 7 in 1 Anti Aging Foaming Cleanser provides:        Thorough cleansing Natural moisture balance Pore appearance reduction Line appearance minimization Radiance enhancement Maintains softness Gentle purification  Olay Total Effects Serum 50ml – MRP Rs.700 –  Target uneven skin tone and texture with a concentrated anti aging serum that combines smoothing moisture technology with vitamins and minerals.

uneven skin tone.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 vitamins and minerals for younger-looking skin with smoother texture and more even tone. age spots.  Olay Total Effects Serum fights 7 signs of aging (fine lines and wrinkles.Skin care FMCG Fight 7 signs of aging 22 . dullness. rough texture. and dryness) by: o moisturising to soothe and nourish dry skin o Smoothing skin’s texture with gentle exfoliation o Minimizing the appearance of fine lines and wrinkles o Balancing colour and tone o Brightening skin with a healthy-looking radiance o Refining to minimize the appearance of pores o Reducing the appearance of age spots and redness Olay Total Effects Logo Parent Company Category Sector Tagline/ Slogan Procter and Gamble Personal Care brands . prominent pores.

Confusion over the original Olay in Weakness 23 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 USP STP Segment Keeps the skin younger with ageing of the body Personal care – anti aging cream Middle aged and younger women above 25 years of age of higher middle class Prevents aging as well as makes one look younger than her age Target Group Positioning SWOT Analysis Strength 1. Support of P&G 3. Strong and effective marketing and promotion 2. High price limits the target customers 2. Widely spread distribution network 1. Effective in preventing anti aging and removing dark spots etc 4.

Presence of established brand names and stronger companies 2. Explore international market 2.Product development and innovation 3.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 different markets 3.Brand image less established than other products like Pond’s 1.Difficult to change the brand loyalty of customers towards other brands Opportunity Threats Competition Competitors 1.Lakme Launch of “Olay Men Solutions’” in India: Olay the leading skin care brand has launched its premium range of skin care products for men.Garnier 3. Olay Men Solutions 24 .Pond’s 2.Threat of new entrants 3.Expanding online presence 1.

they are more conscious regarding their appearance. The premium range includes a cream and gel moisturizer along with an eye gel. specifically designed to fight the three principal skin problems often witnessed in men. and a gel facial cleanser and a toner. Men are now.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 deliver a complete package of an assorted range of skin care products. cream. It is no more restricted to merely. which in turn. The new age men are extremely active not only professionally but even socially and hence. A well-groomed man comes across as more confident. escalates his overall performance and professional growth. waking up to the 25 . wearing stylish clothes coordinated with exclusive designer shoes and watches.

699 Rs. So it is essential for them to use such products that will address all of these concerns. which suit and complement their skin tones perfectly. Their skin also looks oilier due to the excess secretion of sebum and sweat.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 dire requisite of personal grooming and thus. the pores are perennially exposed to dust and dirt. A prominently defined skin care regime is an absolutely unique facet for men and it’s high time indeed. The male skin is completely different from that of the female and therefore. 699 Rs. Their skin is much thicker in texture and owing to regular shaving. 699 Rs. 699 26 . devotedly dedicating more time for skin care. The products are priced as under: Product Multi-Solution Revitalizing Cream (50g) Cream Foaming Cleanser (100g) Multi-Solution Eye Gel (15ml) Balancing Gel Moisturizer (50g) Oil Control Cleanser (100g) Multi-Solution Refreshing Hydrating Toner (150ml) Price Rs. they compulsively stopped using their wives or their girlfriend’s skin care products. they require specified products. 399 Rs. 399 Rs.

P&G's product has found its way to India after China. While it is an area which has potential. but have fragmented the sector. Emami was the first to target the metrosexual with "Fair and handsome" five years ago. eating into each other's revenues. there are already a lot of options. The company also owns Gillette. The launch of another brand may not create any breakthroughs. there were 27 . Olay Men's Solutions will see high-end marketing. as the products are in the premium category. which has seen many launches after the success of Axe.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 "Men's fairness creams constitute just a tenth of the segment. As the brand took off. and it plans to add more products to its portfolio." commented an analyst. He compared the men's fairness segment with the deodorant market. which is a men's only brand.

with an estimated six to seven times more males using women's fairness cream than males using men's only fairness creams. but Emami has stayed the leader." says an Emami spokesperson.MAT on December 2010). By contrast. the huge Rs3. and then there was "Nivea for Men". unlike the others who derive their strength from their fairness products for women. Emami says that there is a huge demographic to be tapped.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 back-to-back launches. The men's fairness cream market is estimated to be valued at Rs300 Crore. The men's fairness sector is yet to realise its full potential. "Garnier Powerlight for Men" and "Vaseline Men". proof of its pioneering position and strength as an exclusively men's brand. 000 Crore women's fairness cream market is growing at 10%-15% annually. "This is a lucrative area." said an advertising company spokesperson. Emami reported sales of Rs125 Crore till December 2010. Hindustan Unilever (HUL) went to the market with "Fair and Lovely Menz Active". but it really depends on the brand placement. "The brand is looking for a significant value growth on its present base (26%. All of them have had significant sales. "Each 28 . as many men still use women's fairness creams. but has seen a robust growth for most brands at 25%-30%.

too. becomes important because a majority of the customers go for products which offer value for money. With the launch of ‘Olay Total Effects’ with breakthrough VitaNiacin complex. respectively. The new product will see Saatchi & Saatchi work on the creatives. We are very excited about ‘Olay Total Effects’ because we believe this product not only offers a 29 . Pricing.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 brand is appealing to a section of men and a new brand has to create its own niche to succeed. commented. Vaishali Bhat. P&G India. Associate Director. “Olay is a known skincare brand in the world’s fashion capitals. we are delighted to provide every Indian woman with one product that helps fight the seven signs of ageing. Hundreds of real consumers across the world who put ‘Total Effects’ to the test have fallen in love with it. Former Miss Universe and actress Sushmita Sen has been roped in as brand ambassador for the newly launched ‘Olay Total Effects’ in India." Placing the brand under Saatchi and Saatchi: P&G has launched ‘Olay Total Effects’ with VitaNiacin that help fight the seven signs of skin ageing. There will be two media agencies handling the media duties – Madison Media and Starcom MediaVest for media buying and planning.

had taken a toll on my skin. This in-depth understanding of a woman inspired me to associate with ‘Olay Total Effects’. but feeling beautiful is everything. Commenting on how the need for a one-stop skin care product has led her to endorsing ‘Olay Total Effects’. economist and head of Future Trends (Future Group) Roopa Purshottaman.” 30 . heavy make-up. Unfortunately. launched the beauty product. etc. air conditioned vans.” Along with Sen as the brand ambassador. Secondly. “Firstly. TV anchor and actor Tisca Chopra. pollution. and fashion designer Anita Dongre.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 new equation of beauty by helping fight the seven signs of ageing. HMI lights. I can now fight the signs of ageing and get younger looking skin. health and wellness expert Shikha Sharma. hectic schedules and continuous exposure to sunlight. But thanks to regular usage of ‘Olay Total Effects’. The TVC of the new product will be soon released. but also provides practical benefits like ease of application and easy to carry. They are celebrity hair stylists and beauty experts Dilshad Pastakia and Coleen Khan Affonso. I too believe that looking beautiful is one thing. I do not have the luxury of lengthy skin care regimes. all in one tiny bottle. Sen said. like Olay. India’s other leading beauty icons who have tried ‘Olay Total Effects’ and have seen a visible difference in their skin.

31 . She cites a study presented at the World Congress of Dermatology that she claims showed that pent peptides reduce the appearance of lines and wrinkles. the beauty director of She magazine. The banned Olay commercial: A TV ad in which Eve Cameron.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Consumer research conducted by P&G revealed that women tend to perceive only ‘fine lines and wrinkles’ as a sign of skin ageing. age spots and uneven skin tone. the fact is that there are seven such signs including appearance of pores. The research also disclosed that very few women knew that the skin ageing process starts in their mid-20s. promotes the "pent peptides" in Olay anti-ageing skin cream as "effective in reducing the appearance of lines and wrinkles" has been banned for being misleading. among others. Cameron promotes Procter & Gamble's Olay Regenerist skin care cream. But. In the commercial. and not in the late 30s. as most perceive it. created by ad agency Saatchi & Saatchi.

try Olay Regenerist with pent peptides." The ASA received complaints about the ad over four issues. a health and beauty editor for Hello! Magazine. The ASA said the ad must not be broadcast again in its current form. took over fronting the Olay ads last year from Nadine Baggott. Women who aren't ready for cosmetic injections constantly ask me to recommend a skin cream that really works. ruled that viewers would be unfamiliar with the way scientific data was validated. which received 46 complaints about the ad. showed that pent peptides are effective in reducing the appearance of lines and wrinkles.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 However. who has published five books and appeared on TV shows including How to Look Good Naked. but want dramatically younger-looking skin. the regulator added. So Cameron's statement – that the study presented at the WCD showed pent peptides were effective – would misleadingly encourage them to believe that the findings were supported by "a large scientific meeting". So I was excited when this study. The watchdog upheld this 32 . the Advertising Standards Authority. Two viewers complained that it implied Olay could deliver the same benefits as injections. In the ad Cameron says: "So if you're not ready for cosmetic injections. Cameron. revealed at the World Congress of Dermatology.

The regulator said that "many viewers" had complained the ad was misleading and offensive because it implied that cosmetic injections were a "natural or inevitable step" for women as they got older. P&G said it had carried out two studies into Olay Regenerist. One of the studies was published in the International Journal of Cosmetic Science in 2005. were misleading.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 complaint. which showed that the level of pentapeptides in the product "significantly reduced the appearance of lines and wrinkles". such as "women who aren't ready for cosmetic injections constantly ask me to recommend a skin cream that really works". The paper on pentapeptides was also presented at the WCD and was "entirely factual. P&G said it would include in future ads the line "results not equal to medical procedures". stating that lines delivered by Cameron. a doctor. The ASA rejected these complaints. Another viewer. the ASA upheld the doctor's two complaints. challenged whether there really was scientific evidence that pentapeptides reduced lines and wrinkles. An expert asked by the ASA to look at the claims made by the Olay ad said there were "methodological gaps in the 33 ." P&G added. However. The doctor also argued that the ad misleadingly implied that the scientific community supported the paper presented at the WCD.

The ASA expert added that the study that had been published had not shown that the changes when using pentapeptides were "at a level of significance" to make the claim it reduced the appearance of lines and wrinkles. test subjects reported no effect for the pentapeptide-containing product." said the ASA. Regenerist was likely to temporarily reduce the appearance of lines and wrinkles. as a moisturising product." The Animal Testing Controversy in 2005: P&G is engineering ultra-tiny ‘nano’particles that can penetrate skin and hair in ways that naturally occurring 34 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 management of results and interpretation of data presented in the published paper [by P&G]". "Although we acknowledged that. "We concluded that P&G had not provided evidence sufficient to support the claim. we considered that. In the self-evaluation part of the study. perceptible to the consumer and consistently in favour of that claim. to substantiate this type of claim the results from the studies should be ingredient specific. A second study "in some respects contradicted the results in the published paper" and had also not proved that the pentapeptide product was likely to produce results "visually significant to the consumer". the ASA said.

despite the scientists knowing that this could harm them. During the tests they suffered severe and persistent lung injury. such as nine rats that were not given water. Their intention is to produce new types of cosmetics and hair products. mice and rats were killed in a test where they were placed in sealed boxes and forced to breath air contaminated with nanosoot particles. The idea being to see how much damage was caused to the animals’ lungs. Not surprisingly P&G are involved in animal testing of nanoparticles. 35 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 molecules don’t. which was left untreated . Hamsters became ill and died because they were moved into plastic cages. A study published in Dec 2005 reveals how one thousand hamsters. When the animals given the highest doses were killed and dissected their lungs were found to have doubled in weight. Inside every bottle of Oil of Olay Complete UV Protection moisturizer is a little bit of nanotech.for several months in some cases. Several animals died before the end of the experiment due to a lack of basic care. Despite this they continue to claim that animal testing is a last resort. P&G are also pushing for a massive new animal testing programme to assess how poisonous different nanoparticles are.

It is believed that the injuries occurred both as a result of being wrapped too tightly and during unwrapping. Skin Irritancy Tests Eighteen rats suffered liver damage in skin irritancy tests for chemicals to be used in hair care products and fabric softener. The substance was repeatedly injected into the bodies and up the noses of the mice. Flash cleaner. Genetic engineering is known to cause serious animal welfare problems due to the fact that large numbers of animals are involved. The chemical was applied to the rats that were then wrapped to prevent them from trying to lick themselves clean. Fairy liquid. surgery and other invasive procedures are used in their creation.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Genetic Engineering P&G are involved in genetically engineering mice to create new ways of testing ingredients for use in products such as laundry liquids. skin care. hair products and other cosmetics. causing their lungs to become damaged and filled with blood. one rat 36 . followed by pneumonia. Mice have been genetically engineered to be more vulnerable to asthma and lung damage in order to test a P&G detergent enzyme called ‘subtilisin’. and that genetic modification is likely to cause harmful deformities.

” Of course these kinds of statements are standard industry 37 . Washing Powder Ingredients P&G have repeatedly tested an ingredient called ‘NOBS’ on animals even though the chemical had been found safe in a massive trial on human volunteers and has been in use for several years.  An acute toxicity test where dogs were force-fed large amounts of a cleaning chemical by stomach tube  Cancer and toxicity tests on rats and mice of optical brighteners and other washing powder ingredients  Long-term poisoning tests in animals for colouring agents  Mice have been repeatedly force-fed a synthetic musk fragrance.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 died from such injuries before the end of the test. This happened despite an earlier P&G paper that highlights this as a potential problem. Painful and lethal skin allergy tests were carried out on guinea pigs as well as lethal tests on mice. we must conduct research involving animals to ensure materials are safe and effective” and “We are passionate about continuing our progress in developing alternatives to research involving animals. These tests were not a legal requirement and once again undermine P&G’s claims that testing on animals is a ‘last resort’. P&G are often quoted as stating: “Sometimes. Other P&G Animal Testing. but only as a last resort.

As these few examples show. “We need to find out how the consumer reacts to our brand. the higher end of the skin care products sold off the shelves of mass market destinations like 38 .” says John Brownlee. Even a brilliant international brand marketer like P&G acknowledges that it cannot gain enough access to that moment. So the Cincinnati-based company has set up a freestanding “brand experience” counter in a local mall for its Olay skin care line on a three-month trial run. the Olay brand manager. is strictly a learning experience. Or not to buy. Olay brand Experience: Procter & Gamble calls it “the first moment of truth. Olay is a “mass-tige” brand. Procter’s back yard.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 spin. The freestanding Olay “brand experience” that it has installed at the Kenwood Towne Centre in Cincinnati.” It’s that point at which the shopper evaluates the brand and decides to buy. thousands of animals die at the hands of P&G every year in tests for trivial and totally unnecessary ingredients aimed at improving their profit margin. It’s designed to gather intelligence and spread information – but not to sell.

” he concedes. clearly states the Olay name and brand position and is set up to engage shoppers in conversation. Stanchions at all six mall entrances announce Olay’s presence with large model photography and a simple copy line: “Experience Olay like never before.” says Camille Popplewell. “People are not in a buying situation. Guess. conceptualized and designed by Benchmark (Cincinnati). vp and market leader of Benchmark’s beauty and fashion group. “Focus groups tend to be a bit artificial. And the 130-square-foot booth is in an aisle populated by Aveda.” “It’s a different environment for a familiar brand. Express and Abercrombie & Fitch leading to a Parisian store. “We think the unexpected – coming upon Olay in such an unfamiliar setting – will stop shoppers and encourage curiosity. And they sometimes tell you what they think you want to hear. but Brownlee acknowledges that that’s not always reliable. Kenwood Towne Centre is the area’s premier fashion mall. Target. It’s also located where the Olay market shops.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Wal-Mart.” The freestanding counter. Naturally. CVS and Kroger.” 39 . P&G has done tons of market research on customer preferences and reactions.

” Saatchi & Saatchi won “silver lion” at Cannes for Olay: A print entry for Procter & Gamble's Oil of Olay (in the Health & Beauty category) was awarded a Silver Lion in the Print 40 . “This is primarily a learning opportunity for us. or wherever she shops for Olay. how much explaining our Olay products require and how well we create impact at the point of sale. But it won’t be only trained beauty consultants having those conversations. and shoppers will identify with it. You never get to control this kind of real estate in the store.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 “It also had to have strong brand identity.” The space is open. Benchmark’s senior environmental designer. “so we’ll have P&G marketing people there and product development people and even finance people. “So the Olay logo is large and clear and backlit on all four sides of the space. “or we’ll give her a coupon for the nearest Kroger or CVS or Wal-Mart. we’ll be finding out how well we’ve read the market.” says Maria Deacon.” And if a shopper wants to buy product? “We’ll sell it to her. For three months.” Brownlee insists. It’s very Chanel-esque. with room for movement and counterspace for consultations and information.” he says.

Ramesh Ramanathan. the Lion has been awarded to the agency's Hong Kong office.for the simple reason that the idea came out of Saatchi India's Bangalore office. The entry being from Saatchi & Saatchi Hong Kong. and as there was a clear requirement for an idea on Oil of Olay in Hong Kong. The winning entry is a press ad. and as our idea was relevant to that brand. Saatchi & Saatchi India. Saatchi & Saatchi India can also take credit for this Silver Lion . with just the words ‘0 to 60 in 100 years' on it. The network liked the idea immensely. explains this in detail.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 category. However. national creative director. it was executed there. and a bottle of Oil of Olay at the bottom right-hand corner. "We had come up with this idea. and we presented it to the Saatchi network. Speaking to agencyfaqs! From Cannes. I 41 .

Launched by P&G. in the record books. I am happy that my boys in Bangalore have proved themselves in Cannes as well. has now come to India. It has VitaNiacin technology and SPF 15 that fight ageing while also moisturising the 42 . the creative credits go to Ramanathan. the No 1 skin care brand in the world's fashion capitals." Interestingly. Vinod Lal Heera Eshwer and Dinesh TP. we get the credit. Ryan Menezes. this is as good as getting the metal. although Cannes has awarded the Lion to the Hong Kong office. Olay Total Effects is a one-stop solution intended to help Indian women fight the seven vital signs of skin ageing.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 think this is a demonstration of how strong and how creativefocused the Saatchi network is." Brand Ambassadors:  Sushmita SenOlay. "Within the Saatchi network. "Yes." says Ramanathan. our Hong Kong office gets its name into the Cannes record books. apart from Tiffany Huang. but for us in Saatchi India.

these women shared their positive experiences with the product and some are now even passionately recommending Olay Total Effects." 43 . there is no need to use base on your face now'. After a period of four to six weeks." said the former Miss Universe. Olay Total Effects was presented to some of India's leading beauty icons and women achievers from the fields of fashion. It's such a one-stop shop. fitness industry and academics. "My make-up man said. beauty. Television actress and anchor Tisca Chopra revealed. the corporate world. I just love the product.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 skin and protecting it from sun damage. Sushmita Sen. "You can actually see the difference on my skin. whose hectic life takes a toll on her skin and causes discolouration and makes the fine lines visible. said Olay Total Effects did wonders for her. television. 'Madam.

even toned and firmer. Olay Total Effects has replaced all of them. said people were asking her what she was doing these days. radiant. "Now there is no need to carry a bag of skin care products and treatments. what more can I ask for?" And celebrity hair-stylist of the stars. Dilshad Pastakia added. "My old teacher asked me." she said. "My mother-in-law complimented me for the way my skin was glowing. it's better than when you were in my class!'" Leading cosmetologist and dermatologist Dr Kalpana Sarangi explained the reason behind these compliments for Olay Total Effects. "My skin has such a glow. smooth. Economist Roopa Purushottaman exclaimed. 'What are you doing to your skin." A ten-week clinical study of 200 Indian women between 30 and 60 by a panel of leading dermatologists analysed the 44 . It is ideal for Indian skin because Olay Total Effects is coupled with moisturiser and sun-protection.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 While popular hair-stylist and beauty expert Coleen Khan laughed." Meanwhile. leaving the skin soft. health and wellness expert Shikha Sharma who has helped several women stay young and healthy. "VitaNiacin is an effective combination of vitamins that fights the seven signs of skin ageing.

hair or a jewellery product.” A source close to the actress said: "Katrina is a teenage icon of today. After a discussion using global and Indian data. I am very selective about the brands I endorse. The international brand found her to be the apt model to market their product.  Katrina KaifKatrina has been named the brand ambassador of cosmetic giant Olay's Natural White cream that launched a white radiance range in India recently. Katrina said: "Be it a skin.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 effects of a VitaNiacin moisturiser versus an ordinary moisturiser. Talking about her selection of brand endorsements.” 45 . safe and acceptable for Indian women. I undertake extensive research on the company and try to ensure that the brand delivers on its promises made to the user of the product. the panel concluded that the VitaNiacin-containing moisturiser can fight the seven signs of skin ageing and its technology is suitable.

and dryness. uneven skin tone. 46 .  Karishma KapoorP&G welcomes Karishma Kapoor as the new brand ambassador for its premium anti ageing skincare line Olay Total Effects. rough texture.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 The 25-year-old created waves when she replaced Aishwarya Rai as the brand ambassador of Nakshatra last year. From cleansing to moisturising. surface dullness. Kajol claims she gets compliments about her youthful looks till date. Total Effects moisturisers are also proven effective in fighting 7 signs of ageing— the look of fine lines and wrinkles. Watch this clip as she reveals her secret. Total Effects offers an array of products dedicated to making your skin look its best.  Kajol An Olay loyalist for a few years now. Karishma is the latest entry to the Olay family of beauties who have defied age including actors Kajol. Total Effects fights 7 signs of ageing for visibly youngerlooking skin. the appearance of prominent pores and age spots. Using an exclusive VitaNiacin formula.

She started to notice dryness. dark spots. I thought skin ageing was inevitable. dullness. now I realize it may not be completely true … I can defy age and challenge what’s possible with Olay Total Effects! She further added. All you need is Olay Total Effects. for different skin ageing problems that appear one after another. Tisca Chopra and Ira Dubey. you don’t need a host of skin products. “As you age. and yet takes literally a few seconds to apply!” Karishma further states. “My experience with Olay Total Effects has been only great. everyone can see it. Karishma switched to Olay Total Effects that works on the seven signs of ageing and said. “Before I tried Olay Total Effects.it is light on my skin. Olay Total Effects helps fight all the 7 signs of ageing and protects the skin effectively giving you 7 benefits in 1 bottle!” Karishma says that after pregnancies her skin had started feeling stressed out. has a high concentrate. “My favourite Olay product is the TE serum. Why don’t you try it and see the difference it makes?” 47 . and that’s when she felt the need for something for her skin. I guess I just could have not asked for more. She adds.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Shilpa Shetty.

Olay is apparently trolling Farmville for the right set of ambassadors for the 48 . concentrating on home and hearth before stepping into the studios. she has accepted the offer and is all set to be the face of the product chain.  Madhuri DixitThe girl with a gorgeous smile is back in Mumbai and has already started working on new projects.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Karishma can be seen starring in a new television commercial for Olay Total Effects airing across major television channels. the Dhak dhak girl of B-town. Madhuri has apparently been approached by bigname cosmetics brand Olay to be a brand ambassador. As our sources revealed. from an endorsement to movies. There was much buzz about what she will do once she is back to home and B-town turf. And we can’t wait to watch her strut her stuff! Madhuri Dixit-Nene. what her priorities will be. recently came back to settle in Mumbai with her family. et al. but we heard something that kind of contradicts that whole happy tale. It was said that she wanted to take it easy and get back into the working girl groove slowly and steadily.

First it was Karishma Kapoor. once dates are worked out. now the gorgeous face of Madhuri. featuring the tagline. featuring the tagline. Also. Even as confirmation of this whole tie-up is awaited. we have heard that Madhuri has said yes to the sequel to Ishqiya. Arshad Warsi and Naseeruddin Shah will play the same roles they did in the first one. taking over from the sultry Vidya Balan – who. is not signing any new work on until The Dirty Picture does its thing at the BO – and she is starting work on the new film soon. "Love the Skin you’re in. we are all really keen to find out whether Madhuri has really accepted the proposal or not." Company research revealed that women are tired of false hype and 49 . "Love the Skin you’re in. Advertising campaign.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 well-known anti-ageing range." Oil of Olay launched a new advertising campaign in October. by the way.

global general manager. The new campaign suggests that women don't need to look like models to love themselves or their skin.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 promises and need to be reached on an emotional level. The use of warm. "The new campaign invites women to move from just liking their skin to loving it. "This is something we strive to do every day with the skin care products we offer to women around the world." said Gina Coleman-Drosos." Olay Total Effects: Fight seven signs of ageing Campaign 50 . muted colours also conveys a softer quality than Olay's previous ad campaign. Olay.

which together work to fight 7 signs of ageing and give younger looking skin.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Olay Total Effects provides a huge of benefits to bring the beautiful younger looking skin women want and the dynamic skin they need. The Regenerist Campaign Launched recently by Madhuri Dixit 51 . The key to this is the radical new formula from Olay containing a combination of two innovative ingredients VitaNiacin and Anti-Oxidants.

She also highlighted the fact that it is one of the simplest & most effective ways of acquiring younger looking skin without going through clinical procedures.W. At the launch.2nd 2011 at Hotel J. Madhuri explained the process of cellular regeneration fostered by amino-peptide complex which is the main ingredient in Olay Regenerist range.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Actress Madhuri Dixit launched Olay Regenerist. Olay’s premium skin care range in India on Nov. 52 . She is the official brand ambassador and the face of the Olay Regenerist range in India and unveiled the premium range from Olay in Mumbai. Marriott.

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 The questionnaire for the research work Q1. Are you bothered about your age wrinkles affecting your looks?  Very much bothered  Bothered a bit  Not at all bothered Q4. Do you prefer the use of creams and lotions?  Yes  No  Sometimes Q5. Do you have wrinkles on your facial skin?  Yes  No  Never realised Q3. On what basis do you prefer buying skincare product? 53 . What is your Age?     18-25 25-30 30-35 35 above Q2.

ADVERTISING & MARKETING RESEARCH OLAY

2011-2012

     

Price Brand Quality Reviews Celebrity Others

Q6. What brand of skincare product you are using right now?      Lakme L’Oreal Garnier Ponds Other _______________________

Q7. Have you ever heard about Olay?  Yes  No Q8. From where did you hear about Olay?       Advertisements Promotions Peers Internet Never heard Others

54

ADVERTISING & MARKETING RESEARCH OLAY

2011-2012

Q9. Have you seen the latest campaign of Olay Regenerist featuring Madhuri Dixit with the Tagline ‘challenge what’s possible’?  Yes  No If yes, then is the campaign better than the previous ‘Love the Skin you are in’ campaign featuring Kajol? Comment

Q10. Has this ad affected your buying decision?  Yes  No

55

ADVERTISING & MARKETING RESEARCH OLAY

2011-2012

ANALYSIS OF THE RESEARCH

Number of Samples: 50 Age group: 20 above Gender: Mainly females Area: Mumbai Objective: To understand the acceptance of Olay among the
Indian audience.

56

As they are the working population and face many skin problems. People in this age group are more concerned about their skin than others. 57 . What is your Age?     18-25 25-30 30-35 35 above Age Group 35 above 18% 18-25 20% 30-35 22% 25-30 40% Most of the people researched were in the age group 25-30.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q1.

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q2. Do you have wrinkles on your facial skin?  Yes  No  Never realised facial wrinkles among women Never Realised 18% Yes 48% No 34% Most of the women say they have developed wrinkles on their face. 58 . 34% women say they have not got any wrinkles and 18% of them never realised.

59 . About 38% show a bit bothering. Are you bothered about your age wrinkles affecting your looks?  Very much bothered  Bothered a bit  Not at all bothered Wrinkle Bothering among women Not at all bothered 16% very much bothered 46% Bothered a bit 38% 46% of women are very much bothered about the wrinkles on their face. 16% of them not at all care about them.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q3.

27% women sometimes use them either in winters or just for certain occasions. Do you prefer the use of creams and lotions?  Yes  No  Sometimes Preference of the use of creams and lotions Sometimes 27% No 10% Yes 63% 63% of women i. 60 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q4. majority of them prefer using creams and lotions.e.. 10% of women do not use any of them.

On what basis do you prefer buying skincare product?       Price Brand Quality Reviews Celebrity Others How women choose their skincare products? Other 6% Price 10% Celebrity 16% Reviews 8% Brand 21% Quality 39% Majority of women look for quality in the products they opt for. Then they look into the brand and the celebrity endorsing the product.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q5. Few of them bother about price whereas some look for the reviews the product has got. 61 .

What brand of skincare product you are using right now?     Lakme L’Oreal Garnier Ponds Skincare Brands Preferred Ponds 18% Lakme 28% Garnier 14% L'Oreal 40% 40% of women prefer L’Oreal skincare products over other brands. 62 .ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q6. Then the second mostly preferred is Lakme and then comes Ponds and Garnier.

But 35% of them do not know the brand. 63 . These maybe the women who are housewives or are not so open to the mass media.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q7. Have you ever heard about Olay?  Yes  No Is Olay a recognised brand among women? No 35% Yes 65% Mostly women are aware of the existence of brand Olay in the market.

64 . As most Indian women are housewives and are therefore glued to T. Most of them get to know through promotional events held in malls and shopping areas. From where did you hear about Olay?       Advertisements Promotions Peers Internet Never heard Others how people got to know about the brand? Others 8% Internet 10% Peers 12% Advertisements 46% Promotions 24% Most of the people got to know about the brand from the advertisements. internet and other sources. Others get to know through peers.V sets most of the time.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q8.

ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q9. Have you seen the latest campaign of Olay Regenerist featuring Madhuri Dixit with the Tagline ‘challenge what’s possible’?  Yes  No If yes. 65 . then is the campaign better than the previous ‘Love the Skin you are in’ campaign featuring Kajol? Comment Are people aware of the latest Olay Regenerist Commercial? Yes 34% No 66% Most of the people are not aware of the recent commercial featuring Madhuri Dixit. People who know about the campaign think that the previous campaign was good as they could also relate to it. It had life story which they could relate to. Maybe because it is just launched last month. Only 34% people know about the ad.

Has this ad affected your buying decision?  Yes  No Has the Olay commercials affected their buying behavior? No 42% Yes 58% 58% of women say the commercials have actually made them try the products at least for once. 66 . But 42% of women are rational buyers and are not influenced by such commercials at all.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Q10. Sometimes the situations mentioned are so similar that you tend to get convinced.

But sometimes. The brand would soon establish the same spot in India as it has in foreign countries. advertising can be misleading and can raise issues in the society (the animal test controversy of Olay). People tend to use the products they are used to rather than trying new ones. advertising should be for the people to buy the product without affecting their beliefs. Thus. This can prove to be harmful for the Brand Image. 67 . People buy on the basis of what they see and hear from their surroundings. Olay is doing a great work by inventing new products and advertising them by taking endorsers with whom people can relate to very well. But advertising can do wonders to change the buying decision of people. It makes them aware of the product and at the same times gives a 3D picture of the product.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Conclusion Olay which is very successful in abroad among the leading skincare brands is making its hold in India but on a slower pace.

html  http://www.managementparadise.ADVERTISING & MARKETING RESEARCH OLAY 2011-2012 Webliography  http://en.com/ad/36987/Liam-Wielopolski-Olay-anti-ageingcream-Facelift  http://www.possibleworldwide.safe.net/india/2007/August/4-Olay-India-photo.andhranews.afaqs.asp?Id=1  http://www.com/case-studies/olay-total-effects-aai/ 68 .html  http://www.org/wiki/Olay  http://www.html  http://www.wikipedia.info/does-olay-do-animal-testing.com/reviews/product/75029/olay-total-effects-7signs-serum  http://www.nz/Campaigns/Against-Procter-and-Gamble/  http://www.olay-brand.bestadsontv.totalbeauty.html?id=29792& media=Digital&type=Indian  http://bloggers.com/forums/marketing-researchmr/205624-background-detail-olay.com/post/madhuri-dixit-chosen-as-brand-ambassador-of-olayregenerist-3890564  http://www.org.info/olay-logo-meaning.com/advertising/creative_showcase/index.olay-brand.

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