Marketing Plan OLAY

Group -7
 Introduction
Olay is a $2 Bn global brand

• Olay was born in the lab of a chemist Mr Graham Wulff in the early 1950's.

Brand was named Oil of Olay but later P&G acquired renamed brand as” Olay”

Indian skincare market ~ Rs 2,100 cr

Skincare moisturiser market ~ Rs 1,600 cr
Premium Skincare Market ~ 450 cr
Skincare market has been steadily growing
at 16 per cent as of last year
Anti-Ageing Market ~ 60 cr
 New trends
Women are very much conscious about their looks.

Anti-ageing solutions are nascent

but gaining ground
Fastest growing segment in the skincare
market (approx. 3 % of the overall skin
category, it has doubled in the last three yrs).
Development of the skincare category in
India Growing consumer awareness.
Working women has to follow a
busy schedule so it is tough for them
to maintain their skin, they tend to
forgot to use lotions and day & nights creams.
Climate of
India is tropical and the use of creams or lotion based product is
uncomfortable.
So the idea has been generated to launch an anti-aging soap
 Market Strategy
•People conscious of the effects of age

Segmenting •High disposable family income and working woman

•Gender - Females
•Social status – High middle class and above

• Middle aged women of more than 35 years age of

Targeting higher middle class.
• People residing in metros and tier-1&2 cities

Positioning •Product is positioned in the minds of people by the

slogan that reflects youth “Be Young Again”
 SWOT-Analysis
Helpful Harmful
To achieving the objective To achieving the objective
Relevant customer or user demographics (What is the
Internal origin

Strengths
typical user profile? Where areWeakness
the users located and how
Only Anti-aging soap do Investments
Limited you reach them?)
Latest Soap No variety in product
manufacturing technology (product width, length,
Distribution System depth)
Price - suitable
Opportunity Threats
New Distribution New Entrants
External origin

Channels Readily available

Product development substitutes
will open new Brand Image of existing
opportunities companies (Ponds)
High custom duties
 Competition Analysis
Indirect Competition:
•Anti Aging creams,
•Natural and Herbal Products
•Face packs

.
Cannibalization:
•Competition from existing
•Range of Olay’s products

Substitution
•Botox Treatment
•Surgical Options
•Specialty Clinics
Product features
Fights Aging
Contains patented Vitaniacin formulation.
Removes Wrinkles from skin.

Cleanses the skin and makes it bright.

•Additional benefit – makes the skin fair
•Ideal for all skin types
•Heals skin

Removes blackheads
•Tightens the skin pores
•Softens the skin
Product pricing & Distribution
Pricing Strategy
•Market Penetration Pricing – Low Introductory Pricing
of Rs.89/- per soap of 150 gram
•Maximum satisfaction by giving affordable price
•The only high quality anti aging soap in the market.
•Competing with anti aging creams
• Usage of creams and lotions fall drastically in
summers.

Distribution Strategy
• Single level: Company Retailer Consumer
• Selective Distribution.
• Chemists, Beauty consultants and Spa outlets.
• Well known departmental stores and retail outlets.
• Special trade discounts for retailers placing volume
orders.
 Marketing & Financial objectives
The main objectives are:

Primary market objective is to achieve more than

10,00,000 pc of sale.
To capture 10-15% of the market share initially.
To create interest among customers.
Focus on quality

First Year Objectives: -

Objective is to build awareness among customers about soap
Heavy expanses will be made on advertising to attract the customers.
 Aiming for a 10-15% share of the market in the first year.
Aim to reduce cost by at least 5%.

Second year objective: -

Heavy advertisement to keep attracting new customers

Quality improvements to earn customers loyalty
Introduce new variety in anti-aging soap.
To achieve a 17-20% of market share and to reduce cost by 10%.
Thanks