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  1. 1. 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
  2. 2. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY IndexIntroductionName ChangeLogoProductsOlay for MenSWOT analysisAdvertising CampaignsOlay and Saatchi & SaatchiBanned Olay commercialAnimal Testing ControversyBrand AmbassadorsResearch AnalysisConclusionWebliography 2
  3. 3. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYIntroductionOlay is an American skin care line. It is one of the top skin careretail brands in the world, except for Japan, and is oneof Procter & Gambles multi-billion dollar brands. For the 2009fiscal year ended June 30, Olay accounted for an estimated$2.8 billion of P&Gs $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 in1949. The name "Oil of Olay" was chosen by Wuff as a spin onthe word "lanolin", a key ingredient.Olay is a product truly born from love, as it was created by aman as a gift for his wife. Graham Wuff saw his wife Dinah’sfrustration with thick, waxy beauty creams that came in shoe-polish tins. They left her skin looking greasy, and they certainlydidn’t fit with her feminine sensibility. Graham wanted tocreate a new beauty product for her- one that could not onlymoisturize her skin, but also leave her feeling beautiful andfeminine.Together, Graham and Dinah fine-tuned everything fromabsorption and texture to the delicate pink shade and instantly 3
  4. 4. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYrecognizable fragrance. At last, legendary oil of Olay BeautyFluid was born.With this formula complete and first batch mixed by hand,Graham enlisted the help of an advertising agency that hefounded in the yellow pages. Account Executive Jack Lowequickly became Graham’s lifelong friend and business partner,and the two soon created a company to produce and marketOil of Olay.Olays marketing was also unique, since it was never describedas a moisturizer, or even as beauty fluid. Nowhere on thepackaging did it say what the product actually did. Printadverts used copy such as “Share the secret of a youngerlooking you” and talked about the ‘beauty secret’ of oil ofOlay. Other adverts were written as personal messages to thereader from a fictitious advice columnist named MargaretMerrill. They ran in Readers’ Digest and newspapers and oftenlooked like editorials.Wuff and Lowe, who ran the company under the banner ofAdams National Industries (ANI), did not sell the product tothe trade, but waited for pharmacies to ask for it based onconsumer requests.As the company began to market the product internationally,it was decided to modify the name of the product in eachcountry so it would sound pleasing and realistic to consumers. 4
  5. 5. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYThis led to the introduction of Oil of Ulay (UK and Ireland), Oilof Ulan (Australia) and Oil of Olaz (France, Italy,the Netherlands and Germany). In 1970, ANI opened a testmarket in USA (Chicago), and was expanding into northernGermany.Within five years, Olay was phenomenal success in SouthAfrica, and in 1959 expanded into England, the United States,the Netherlands, Canada and Germany. Needless to say, theOlay business flourished. Eventually, Olay was sold toRichardson Merrill, which later became Richardson-Vicks Inc.RVI capitalized the "Oil" and added the sub-name "BeautyFluid" to help protect the trade mark. They further added asales force and created TV advertising. The company extendedthe product range to include items such as Night of Ulay andBeauty Cleanser, and expanded into more countries (Spain,France, Germany).The result of Richardson Merrell’s effortswas a dramatic increase in sales. However, as with manybrands, the business was not managed uniformly so therewere differences in performance between the countries. Olayproduces best results. In 1985, Procter & Gamble bought Richardson Vicks andgained the Olay brand. P&G greatly expanded Olay both inline-up and internationally. Olay became one of P&G’s billiondollar brands in 2003. Since then, the range has beenexpanded to include a full range of hypoallergenic variants, 5
  6. 6. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYcleansers and creams with the aim of meeting the full range ofskincare needs, whatever the users age or skin type. Thebrand also includes soap, and body wash. Olay Cosmetics waslaunched in 1996 but discontinued in 2001.Name changeIn 1999, it was decided to unify the brand under a globalname. Thus, Oil of Ulan and Ulay became Olay on a worldwidebasis, except in German-speaking regions and Italy, where itremained Oil of Olaz. In the Netherlands and Belgium, it wasrenamed just Olaz.In 2000, Procter & Gamble decided to shorten the brand nameto Olay. The formula had evolved over the years, and theoriginal name no longer fit with what women have to expectfrom Olay- a light, greaseless formula that absorbs quickly intothe skin.Today, Olay is one of the most recognizable brands in theworld. Yet through all the changes and innovations, thephilosophy upheld by Graham Wuff remains as relevant asever: Help women look and feel beautiful. That’s a potentformula for success.The Olay brand has expanded into a range of other productsgrouped in “boutiques” including Complete, Total Effects,Professional, Regenerist, Quench (North America), White 6
  7. 7. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYRadiance (Asia) and Olay Vitamins (USA). Olay is the marketleader in many countries including USA, UK, and China. Olayhas extended its heritage as a moisturizer to stay lookingyoung, to formally creating the “anti-aging” category in massstores with the launch of Total Effects in 1999. ActiveHydrating Formula, generally the least expensive variety, bearsthe closest resemblance to the pink "Oil of Olay" marketed inthe US before the P&G acquisition. The launch was almostdouble the typical price of a mass market moisturizer at thetime. Today, there are numerous products in market moreexpensive than Olay.The Indian skincare market is constantly growing as can beseen in the figure: 7
  8. 8. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYOlay Regenerist was the best performing anti-aging cream in a2006 test done by a consumer association. In August 2007,Olay was launched in India.Olay’s current slogan is "Challenge whats possible", which waschanged from "Love the skin youre in".Since 2010, "Oil of OLAZ" is called only "OLAZ" in German-speaking countries. Slogan: "Olaz läßt Sie strahlen." (lit: "Olazlets you shine.")The Olay/Olaz brand is known for animal testing, according toa list published by PETA. 8
  9. 9. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYProducts:1. Olay Natural White.2. Olay White Radiance.3. Olay Regenerist.4. Olay Total Effects.Different products are specially made to suit the different skintypes and women of different ages.1. Olay Natural WhiteBrand Ambassador: Katrina KaifPackaging:It’s a milky white translucent tub with slightly grey cap,adorning transparent labels with grey fonts. Nothing eye-catching but its appearance is mild & smooth true to thenature of the cream inside the tub. 9
  10. 10. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Olay’s Natural White Range includes: Natural White Day Cream- Olay Natural White Nourish the skin with nutrients forhealthy-looking natural fairness that glows. Its formula withtriple nutrient system – Vitamin B3, pro-B5 & E nourishes theskin to reduce the appearance of dark spots and dullness for ahealthy-looking natural fairness that glows Its SPF 24 protection effectively helps protect the skinagainst external damage from the sun. Its nutrients rich formula help replenishes your skin’snatural moisture level. 10
  11. 11. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Natural White Night Cream-Olay Natural White Night Cream contains twice the mulberryleaf extract, which is proved to not only whiten your skin, butalso optimizing its texture leaving your skin feeling feathersoft. So wake up to fairer, smoother skin. Nourishes skin from deep inside 2X whitening effect Intense moisturizing Reveals skin health and radiance Natural White Face Wash-Olay Natural White Face wash is an enriched formula thatthoroughly cleans your skin, effectively removing impuritiesand taking you close to perfect fairness. It contains mulberryleaf extract and vitamin C in order to inhibit melaninproduction and restores your natural fairness. So your skin isprepared for its whitening care. – Naturally cleaner and fairerskin, ready for moisturizing – Removes makeup and impurities.2. Olay white Radiance :Olay White Radiance helps your skin achieve celLucent™fairness by addressing hydration, translucency and whitening:Whitening: Hyper pigmentation, which is the over-production 11
  12. 12. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYof melanin in skin cells, gives the innate skin layers a darkerappearance. Olay White Radiance is able to decrease melanintransfer significantly to ensure that the cells that move up tothe surface of the skin are naturally fair.Translucency: A rough, flaky skin surface makes skin look lacklustre. As cells stay on the skins surface, they are exposed tovarious environmental factors that may damage theappearance of the skin. Niacinamide increases the cellturnover rate to ensure that the cells at the surface are alwaysbright and new, achieving a translucent complexion.Hydration: Translucent skin, coupled with a silky smoothhydrated surface, allows light to reflect off the skin so yourinner fairness shines through and skin glows with thatcelLucent™ fairness. 12
  13. 13. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYThe white radiance series includes the following: Olay White Radiance Protective Cream with SPF 24-An everyday cream perfect for people who like their moisturecreamy thick. Olay White Radiance Protective Lotion with SPF 24-An easy to apply lotion, ideal for a lighter feel and can be useddaily. Olay White Radiance Night Restoring Cream-A night cream to protect from the harsh cold blast of the air-con. 13
  14. 14. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Olay White Radiance whitening and soothing Mask-An intense formulation mask for weekly use. Leave for 15minutes to soak up the whitening and moisturizing benefits. Olay White Radiance UV Blocker with SPF 30-Ideal for Whitening Divas who spend a lot of time outdoors. Olay White Radiance spot corrector-For eradicating dark spots, can be used morning and night,after cleansing and before applying moisturizer. Olay White Radiance Eye Serum-Apply special care to the thinner skin around the eyes, usemorning and night before applying moisturizer. Olay White Radiance Purifying foaming cleanser-The purifying foaming cleanser effectively deep cleanses theskin to remove dirt, oil and make-up to prepare the skin beforeany application of Lotion and Creams.3. Olay Regenerist :Brand Ambassador: Madhuri DixitOlay Regenerist is Olays most awarded range, having wonrecommendations and awards from many international beautyand lifestyle magazines. Olay Regenerist is one of the simplest 14
  15. 15. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY& most effective ways of acquiring younger looking skinwithout going through clinical procedures.Olay Regenerist line-up consists of the following productrange: Regenerist Cream Cleanser – Available for Rs. 349 –Detoxify and resurface your skin at the cellular level for thebeautifully regenerated look of a mini-professional treatment.• Regenerates skin’s surface at cellular level• Deep cleanses, exfoliates to detoxify, and conditionsFirst step to revitalised, youthful looking skin. Gently cleansand exfoliates for revitalised, younger looking skin. Contains 15
  16. 16. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYoxygenated derma bead formula to gently remove oil, dirt,make-up residue and dead surface skin cells. Creamy formulathat leaves the skin hydrated. Regenerist Eye Lifting Serum – Available for Rs. 899 –This innovative eye lifting serum in a non-greasy formulacontains Olay’s exclusive amino peptide Complex thathydrates to help visibly firm reduce appearance of deep linesand brightens the area around the eyes and even out skintone. Dermatologically and ophthalmologically tested.Amino peptides help regenerate skins appearance at thecellular level without drastic measures like chemical peels orlaser to reveal dramatically younger looking skin. Regenerist Regenerating Serum – Available for Rs. 1299 –Olay Regenerist Daily Regenerating Serum is a an innovativeskincare regimen which combines anti-aging ingredients likeVitamin B3, Vitamin E, Pro-vitamin B5, green tea extract,allantoin, and amino-peptide complex. This concentratedformula is 100% fragrance, colour, and grease-free so ithydrates and restores damaged skin to its ideal state, makingit clean, clear, soft, and smooth. Being dermatologist-testedand recommended by them, Olay Regenerist DailyRegenerating Serum is very safe to use on all skin types. Dailyapplication of Olay Regenerist Daily Regenerating Serum onyour entire face will hydrate and rejuvenate it to diminish all 16
  17. 17. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYtraces of fine lines and wrinkles, leaving your skin soft,smooth, young-looking and glowing like a baby’s skin. Best ofall, not only are you safe from the sun’s damaging UV rayswhich can cause aging and some health problems, but it iseasy on the budget too, so you can use it as long as you like.There is no need for you to undergo costly procedures such ascosmetic surgery, lasers, or chemical peels which aresometimes painful. You only need one effective product tokeep your skin looking as young as ever. Olay Regenerist DailyRegenerating Serum, with its clinically proven affordable yeteffective skincare regimen, takes years away from your faceand makes it look and feel younger. Regenerist Regenerating Cream SPF 15 – Available for Rs.1199 –Formerly known as, "Perfecting Cream".Twice the regeneration power* regeneration + intense dry skin hydration amino-peptide complex*Olay Regenerist doubles skins surface cell regeneration ratevs. untreated skin...for younger looking skin without drasticmeasures.Regenerist Deep Hydration Regenerating Cream uses ourexclusive amino-peptide complex, which combines Vitamin E, 17
  18. 18. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYPro-vitamin B5 and Olay moisture in a rich, non-greasyformula. It visibly regenerates skins appearance and intenselyhydrates dry skin. Unique dispensing pump delivers a fresh,clean application every use. Suitable for everyday use fornormal, dry, and combination skin. Younger looking skin without drastic measures. Instantly theappearance of fine lines and wrinkles is softened and skinstexture is improved. Over time your skins appearance will bebeautifully regenerated. Use alone or create your ownregimen with other Regenerist skin care products. Regenerist Night Firming Cream – Available for Rs. 1199 – Moisturizes all night like a time-released effect to firmskin’s appearance while you sleep For the following skin types: Dry, Normal Helps with these face concerns: Fine Lines/Wrinkles, Lossof Firmness/Elasticity, Dull Skin, Dry/Flaky Skin, Large/VisiblePores Benefits: Anti Aging, Heals & Protects, Firming You’ll love Regenerist Night Recovery MoisturizingTreatment because it: hydrates hour after hour while yousleep, doubles skin’s surface cell regeneration rate vs.untreated skin. Suitable for everyday use. For normal, dry andcombination skin. 18
  19. 19. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYWake up to the look of a mini-lift each morning. OlayRegenerist Night Recovery Moisturizing Treatment doublesskin’s surface cell regeneration rate vs. untreated skin – so youcan wake up to the look of a mini-lift each morning. Using anexclusive night-time amino-peptide complex with a time-release effect, Regenerist Night Recovery hydrates hour afterhour while you sleep. Suitable for everyday use for normal, dryand combination skin. Smooth over cleansed face and neckevery evening. Wake up to the look of a mini-lift eachmorning. Olay Regenerist Night Recovery MoisturizingTreatment doubles skin’s surface cell regeneration rate vs.untreated skin – so you can wake up to the look of a mini-lifteach morning. Using an exclusive night-time amino-peptidecomplex with a time-release effect, Regenerist Night Recoveryhydrates hour after hour while you sleep. Suitable foreveryday use for normal, dry and combination skin. Smoothover cleansed face and neck every evening.4. Olay Total Effects :Olay Total Effects is a breakthrough anti-ageing moisturizercontaining the patented Vita niacin formulation - an exclusiveanti-ageing combination of Niacinamide (Vitamin B3),Vitamin E and Pro-Vitamin B5 (panthenol), in addition tosunscreen protection, making it ideal for Indian skin. Thebeauty breakthrough was launched by India’s leading beautyicons who have tried Olay Total Effects and seen a visible 19
  20. 20. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY difference in their skin – Olay ambassador Sushmita Sen, celebrity hair stylists and beauty experts Dilshad Pastakia & Coleen Khan Affonso, TV Anchor & actor Tisca Chopra, health and wellness expert Shikha Sharma, Economist & Head, Future Trends (Future Group) Roopa Purshottaman, andfashion designer Anita Dongre. In addition, Olay Total Effect’sVitaNiacin technology was endorsed by India’sLeading Dermatologists at a conference where the results of arecent Clinical Study on Ageing-Skin were shared.Regular usage of Olay Total Effects with the breakthrough VitaNiacin complex ensures just one product helpsFight the seven signs of ageing, as it…o Visibly reduces lines & wrinkleso Gives soft and smooth skino Visibly reduces dark spotso Provides sun protection for even skin toneo Gives firm looking skino Provides radiant, glowing skino Visibly reduces the pore size 20
  21. 21. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY The total effects range includes the following products: Olay Total Effects Day Cream Spf 15 50gm – MRP Rs.699for –Total Effect+ is specially formulated with 7 vitamins andminerals, Olay exclusive anti-aging formula, Vita Niacin. It alsocontains broad spectrum SPF 15 UVA/UVB sunscreen andintensive moisture for younger looking skin. For thoseconcerned about sun exposure, the #1 cause of prematurevisible aging, this daily facial moisturizer provides the benefitof 7 anti-aging therapies in 1 essential product plus protectionagainst sun damage. Line Minimization: Reduces the appearance of fine wrinkles Nourishing Moisturization: For a radiant, healthy glow Tone Enhancement: Balances colour & reduces appearanceof age spots Gentle Exfoliation: Smoothes and evens skin texture Pore Refinement: Minimizes the appearance of pores Free Radical Defense: Helps prevent damage to skinssurface Subtle Lifting: Hydrates for firmer skin appearance Olay Total Effects Foaming Cleanser 100Gm – MRP Rs.225– 21
  22. 22. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY7 Anti-aging cleansing benefits in 1 daily cleanser. Use Olay 7in 1 Anti Aging Foaming Cleanser for clean, visibly younger-looking skin. Olay Total Effects Revitalizing Daily FoamingCleanser 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 concentratedanti aging serum that combines smoothing moisturetechnology with vitamins and minerals. Smoothes skin’s texture with advanced moisturetechnology Fights 7 signs of aging Olay Total Effects Serum provides the concentrated antiaging power of advanced smoothing moisture technology with 22
  23. 23. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYvitamins and minerals for younger-looking skin with smoothertexture and more even tone. Olay Total Effects Serum fights 7 signs of aging (fine linesand wrinkles, rough texture, uneven skin tone, dullness,prominent pores, age spots, and dryness) by:o moisturising to soothe and nourish dry skino Smoothing skin’s texture with gentle exfoliationo Minimizing the appearance of fine lines and wrinkleso Balancing colour and toneo Brightening skin with a healthy-looking radianceo Refining to minimize the appearance of poreso Reducing the appearance of age spots and redness Olay Total Effects Logo Parent Company Procter and Gamble Category Personal Care brands - Skin care Sector FMCG Tagline/ Slogan Fight 7 signs of aging 23
  24. 24. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Keeps the skin younger with ageing ofUSP the bodySTPSegment Personal care – anti aging cream Middle aged and younger women above 25 years of age of higherTarget Group middle class Prevents aging as well as makes onePositioning look younger than her ageSWOT Analysis 1. Strong and effective marketing and promotion 2. Support of P&G 3. Effective in preventing anti aging and removing dark spots etcStrength 4. Widely spread distribution network 1. High price limits the target customersWeakness 2.Confusion over the original Olay in 24
  25. 25. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY different markets 3.Brand image less established than other products like Pond’s 1. Explore international market 2.Product development and innovation Opportunity 3.Expanding online presence 1. Presence of established brand names and stronger companies 2.Threat of new entrants 3.Difficult to change the brand loyalty Threats of customers towards other brands Competition 1.Pond’s 2.Garnier Competitors 3.LakmeLaunch of “Olay Men Solutions’” in India:Olay the leading skin care brand has launched its premiumrange of skin care products for men. Olay Men Solutions 25
  26. 26. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYdeliver a complete package of an assorted range of skin careproducts, specifically designed to fight the three principal skinproblems often witnessed in men. The premium rangeincludes a cream and gel moisturizer along with an eye gel,cream, and a gel facial cleanser and a toner.The new age men are extremely active not only professionallybut even socially and hence, they are more consciousregarding their appearance. A well-groomed man comesacross as more confident, which in turn, escalates his overallperformance and professional growth. It is no more restrictedto merely, wearing stylish clothes coordinated with exclusivedesigner shoes and watches. Men are now, waking up to the 26
  27. 27. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYdire requisite of personal grooming and thus, devotedlydedicating more time for skin care. A prominently defined skincare regime is an absolutely unique facet for men and it’s hightime indeed, they compulsively stopped using their wives ortheir girlfriend’s skin care products.The male skin is completely different from that of the femaleand therefore, they require specified products, which suit andcomplement their skin tones perfectly. Their skin is muchthicker in texture and owing to regular shaving; the pores areperennially exposed to dust and dirt. Their skin also looks oilierdue to the excess secretion of sebum and sweat. So it isessential for them to use such products that will address all ofthese concerns.The products are priced as under: Product Price Multi-Solution Revitalizing Cream (50g) Rs. 699 Cream Foaming Cleanser (100g) Rs. 399 Multi-Solution Eye Gel (15ml) Rs. 699 Balancing Gel Moisturizer (50g) Rs. 699 Oil Control Cleanser (100g) Rs. 399 Multi-Solution Refreshing Hydrating Toner (150ml) Rs. 699 27
  28. 28. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY "Mens fairness creams constitute just a tenth of the segment. While it is an area which has potential, there are already a lot of options. The launch of another brand may not create any breakthroughs," commented an analyst. He compared the mens fairness segment with the deodorant market, which has seen many launchesafter the success of Axe, but have fragmented the sector,eating into each others revenues.P&Gs product has found its way to India after China. Thecompany also owns Gillette, which is a mens only brand, andit plans to add more products to its portfolio. Olay MensSolutions will see high-end marketing, as the products are inthe premium category.Emami was the first to target the metrosexual with "Fair andhandsome" five years ago. As the brand took off, there were 28
  29. 29. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYback-to-back launches. Hindustan Unilever (HUL) went to themarket with "Fair and Lovely Menz Active", and then therewas "Nivea for Men", "Garnier Powerlight for Men" and"Vaseline Men". All of them have had significant sales, butEmami has stayed the leader.Emami reported sales of Rs125 Crore till December 2010,proof of its pioneering position and strength as an exclusivelymens brand, unlike the others who derive their strength fromtheir fairness products for women. "The brand is looking for asignificant value growth on its present base (26%- MAT onDecember 2010)," says an Emami spokesperson.The mens fairness cream market is estimated to be valued atRs300 Crore, but has seen a robust growth for most brands at25%-30%. By contrast, the huge Rs3, 000 Crore womensfairness cream market is growing at 10%-15% annually.The mens fairness sector is yet to realise its full potential, asmany men still use womens fairness creams. Emami says thatthere is a huge demographic to be tapped, with an estimatedsix to seven times more males using womens fairness creamthan males using mens only fairness creams."This is a lucrative area, but it really depends on the brandplacement," said an advertising company spokesperson. "Each 29
  30. 30. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYbrand is appealing to a section of men and a new brand has tocreate its own niche to succeed. Pricing, too, becomesimportant because a majority of the customers go for productswhich offer value for money."Placing the brand under Saatchi and Saatchi:P&G has launched ‘Olay Total Effects’ with VitaNiacin thathelp fight the seven signs of skin ageing. The new product willsee Saatchi & Saatchi work on the creatives. Former MissUniverse and actress Sushmita Sen has been roped in asbrand ambassador for the newly launched ‘Olay Total Effects’in India. There will be two media agencies handling the mediaduties – Madison Media and Starcom MediaVest for mediabuying and planning, respectively.Vaishali Bhat, Associate Director, P&G India, commented,“Olay is a known skincare brand in the world’s fashioncapitals. With the launch of ‘Olay Total Effects’ withbreakthrough VitaNiacin complex, we are delighted toprovide every Indian woman with one product that helpsfight the seven signs of ageing. Hundreds of real consumersacross the world who put ‘Total Effects’ to the test havefallen in love with it. We are very excited about ‘Olay TotalEffects’ because we believe this product not only offers a 30
  31. 31. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYnew equation of beauty by helping fight the seven signs ofageing, but also provides practical benefits like ease ofapplication and easy to carry.”Along with Sen as the brand ambassador, India’s otherleading beauty icons who have tried ‘Olay Total Effects’ andhave seen a visible difference in their skin, launched thebeauty product. They are celebrity hair stylists and beautyexperts Dilshad Pastakia and Coleen Khan Affonso, TV anchorand actor Tisca Chopra, health and wellness expert ShikhaSharma, economist and head of Future Trends (Future Group)Roopa Purshottaman, and fashion designer Anita Dongre. TheTVC of the new product will be soon released.Commenting on how the need for a one-stop skin careproduct has led her to endorsing ‘Olay Total Effects’, Sensaid, “Firstly, like Olay, I too believe that looking beautiful isone thing, but feeling beautiful is everything. This in-depthunderstanding of a woman inspired me to associate with‘Olay Total Effects’. Secondly, hectic schedules andcontinuous exposure to sunlight, air conditioned vans,pollution, HMI lights, heavy make-up, etc. had taken a toll onmy skin. Unfortunately, I do not have the luxury of lengthyskin care regimes. But thanks to regular usage of ‘Olay TotalEffects’, I can now fight the signs of ageing and get youngerlooking skin, all in one tiny bottle.” 31
  32. 32. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYConsumer research conducted by P&G revealed that womentend to perceive only ‘fine lines and wrinkles’ as a sign of skinageing. But, the fact is that there are seven such signsincluding appearance of pores, age spots and uneven skintone, among others. The research also disclosed that veryfew women knew that the skin ageing process starts in theirmid-20s, and not in the late 30s, as most perceive it.The banned Olay commercial:A TV ad in which Eve Cameron, the beauty director of Shemagazine, promotes the "pent peptides" in Olay anti-ageingskin cream as "effective in reducing the appearance of linesand wrinkles" has been banned for being misleading. In the commercial, created by ad agency Saatchi & Saatchi, Cameron promotes Procter & Gambles Olay Regenerist skin care cream. She cites a study presented at the World Congress ofDermatology that she claims showed that pent peptidesreduce the appearance of lines and wrinkles. 32
  33. 33. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYHowever, the Advertising Standards Authority, which received46 complaints about the ad, ruled that viewers would beunfamiliar with the way scientific data was validated.So Camerons statement – that the study presented at theWCD showed pent peptides were effective – wouldmisleadingly encourage them to believe that the findings weresupported by "a large scientific meeting", the regulator added.The ASA said the ad must not be broadcast again in its currentform.Cameron, who has published five books and appeared on TVshows including How to Look Good Naked, took over frontingthe Olay ads last year from Nadine Baggott, a health andbeauty editor for Hello! Magazine.In the ad Cameron says: "So if youre not ready for cosmeticinjections, but want dramatically younger-looking skin, tryOlay Regenerist with pent peptides. Women who arent readyfor cosmetic injections constantly ask me to recommend a skincream that really works. So I was excited when this study,revealed at the World Congress of Dermatology, showed thatpent peptides are effective in reducing the appearance of linesand wrinkles."The ASA received complaints about the ad over four issues.Two viewers complained that it implied Olay could deliver thesame benefits as injections. The watchdog upheld this 33
  34. 34. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYcomplaint, stating that lines delivered by Cameron, such as"women who arent ready for cosmetic injections constantlyask me to recommend a skin cream that really works", weremisleading. P&G said it would include in future ads the line"results not equal to medical procedures".The regulator said that "many viewers" had complained the adwas misleading and offensive because it implied that cosmeticinjections were a "natural or inevitable step" for women asthey got older. The ASA rejected these complaints.Another viewer, a doctor, challenged whether there really wasscientific evidence that pentapeptides reduced lines andwrinkles. The doctor also argued that the ad misleadinglyimplied that the scientific community supported the paperpresented at the WCD.P&G said it had carried out two studies into Olay Regenerist,which showed that the level of pentapeptides in the product"significantly reduced the appearance of lines and wrinkles".One of the studies was published in the International Journalof Cosmetic Science in 2005. The paper on pentapeptides wasalso presented at the WCD and was "entirely factual," P&Gadded.However, the ASA upheld the doctors two complaints. Anexpert asked by the ASA to look at the claims made by theOlay ad said there were "methodological gaps in the 34
  35. 35. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYmanagement of results and interpretation of data presented inthe published paper [by P&G]".The ASA expert added that the study that had been publishedhad not shown that the changes when using pentapeptideswere "at a level of significance" to make the claim it reducedthe appearance of lines and wrinkles. In the self-evaluationpart of the study, test subjects reported no effect for thepentapeptide-containing product.A second study "in some respects contradicted the results inthe published paper" and had also not proved that thepentapeptide product was likely to produce results "visuallysignificant to the consumer", the ASA said."Although we acknowledged that, as a moisturising product,Regenerist was likely to temporarily reduce the appearance oflines and wrinkles, we considered that, to substantiate thistype of claim the results from the studies should be ingredientspecific, perceptible to the consumer and consistently infavour of that claim," said the ASA."We concluded that P&G had not provided evidence sufficientto support the claim."The Animal Testing Controversy in 2005:P&G is engineering ultra-tiny ‘nano’particles that canpenetrate skin and hair in ways that naturally occurring 35
  36. 36. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYmolecules don’t. Their intention is to produce new types ofcosmetics and hair products. Inside every bottle of Oil of OlayComplete UV Protection moisturizer is a little bit of nanotech.Not surprisingly P&G are involved in animal testing ofnanoparticles.A study published in Dec 2005 reveals how one thousandhamsters, mice and rats were killed in a test where they wereplaced in sealed boxes and forced to breath air contaminatedwith nanosoot particles. The idea being to see how muchdamage was caused to the animals’ lungs. When the animalsgiven the highest doses were killed and dissected their lungswere found to have doubled in weight. During the tests theysuffered severe and persistent lung injury, which was leftuntreated - for several months in some cases.Several animals died before the end of the experiment due toa lack of basic care, such as nine rats that were not givenwater. Hamsters became ill and died because they weremoved into plastic cages, despite the scientists knowing thatthis could harm them.P&G are also pushing for a massive new animal testingprogramme to assess how poisonous different nanoparticlesare. Despite this they continue to claim that animal testing is alast resort. 36
  37. 37. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYGenetic EngineeringP&G are involved in genetically engineering mice to createnew ways of testing ingredients for use in products such aslaundry liquids, Fairy liquid, Flash cleaner, skin care, hairproducts and other cosmetics.Genetic engineering is known to cause serious animal welfareproblems due to the fact that large numbers of animals areinvolved, surgery and other invasive procedures are used intheir creation, and that genetic modification is likely to causeharmful deformities.Mice have been genetically engineered to be more vulnerableto asthma and lung damage in order to test a P&G detergentenzyme called ‘subtilisin’. The substance was repeatedlyinjected into the bodies and up the noses of the mice, causingtheir lungs to become damaged and filled with blood, followedby pneumonia.Skin Irritancy TestsEighteen rats suffered liver damage in skin irritancy tests forchemicals to be used in hair care products and fabricsoftener. The chemical was applied to the rats that were thenwrapped to prevent them from trying to lick themselves clean.It is believed that the injuries occurred both as a result ofbeing wrapped too tightly and during unwrapping, one rat 37
  38. 38. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYdied from such injuries before the end of the test. Thishappened despite an earlier P&G paper that highlights this asa potential problem.Washing Powder IngredientsP&G have repeatedly tested an ingredient called ‘NOBS’ onanimals even though the chemical had been found safe in amassive trial on human volunteers and has been in use forseveral years. Painful and lethal skin allergy tests were carriedout on guinea pigs as well as lethal tests on mice. These testswere not a legal requirement and once again undermineP&G’s claims that testing on animals is a ‘last resort’.Other P&G Animal Testing. An acute toxicity test where dogs were force-fed largeamounts of a cleaning chemical by stomach tube Cancer and toxicity tests on rats and mice of opticalbrighteners and other washing powder ingredients Long-term poisoning tests in animals for colouring agents Mice have been repeatedly force-fed a synthetic muskfragrance.P&G are often quoted as stating: “Sometimes, but only as alast resort, we must conduct research involving animals toensure materials are safe and effective” and “We arepassionate about continuing our progress in developingalternatives to research involving animals.”Of course these kinds of statements are standard industry 38
  39. 39. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYspin. As these few examples show, thousands of animals die atthe hands of P&G every year in tests for trivial and totallyunnecessary ingredients aimed at improving their profitmargin.Olay brand Experience:Procter & Gamble calls it “the first moment of truth.” It’s thatpoint at which the shopper evaluates the brand and decides tobuy. Or not to buy.Even a brilliant international brand marketer like P&Gacknowledges that it cannot gain enough access to thatmoment. So the Cincinnati-based company has set up afreestanding “brand experience” counter in a local mall for itsOlay skin care line on a three-month trial run. It’s designed togather intelligence and spread information – but not to sell.The freestanding Olay “brand experience” that it has installedat the Kenwood Towne Centre in Cincinnati, Procter’s backyard, is strictly a learning experience.“We need to find out how the consumer reacts to our brand,”says John Brownlee, the Olay brand manager.Olay is a “mass-tige” brand, the higher end of the skin careproducts sold off the shelves of mass market destinations like 39
  40. 40. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYWal-Mart, Target, CVS and Kroger. Naturally, P&G has donetons of market research on customer preferences andreactions, but Brownlee acknowledges that that’s not alwaysreliable. “Focus groups tend to be a bit artificial,” he concedes.“People are not in a buying situation. And they sometimes tellyou what they think you want to hear.”The freestanding counter, conceptualized and designed byBenchmark (Cincinnati), clearly states the Olay name andbrand position and is set up to engage shoppers inconversation. It’s also located where the Olay market shops.Kenwood Towne Centre is the area’s premier fashion mall.And the 130-square-foot booth is in an aisle populated byAveda, Guess, Express and Abercrombie & Fitch leading to aParisian store.Stanchions at all six mall entrances announce Olay’s presencewith large model photography and a simple copy line:“Experience Olay like never before.”“It’s a different environment for a familiar brand,” says CamillePopplewell, vp and market leader of Benchmark’s beauty andfashion group. “We think the unexpected – coming upon Olayin such an unfamiliar setting – will stop shoppers andencourage curiosity.” 40
  41. 41. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY“It also had to have strong brand identity,” says Maria Deacon,Benchmark’s senior environmental designer. “So the Olay logois large and clear and backlit on all four sides of the space. It’svery Chanel-esque, and shoppers will identify with it.”The space is open, with room for movement and counterspacefor consultations and information. But it won’t be only trainedbeauty consultants having those conversations.“This is primarily a learning opportunity for us,” Brownleeinsists, “so we’ll have P&G marketing people there andproduct development people and even finance people. Forthree months, we’ll be finding out how well we’ve read themarket, how much explaining our Olay products require andhow well we create impact at the point of sale. You never getto control this kind of real estate in the store.”And if a shopper wants to buy product? “We’ll sell it to her,”he says, “or we’ll give her a coupon for the nearest Kroger orCVS or Wal-Mart, or wherever she shops for Olay.”Saatchi & Saatchi won “silver lion” at Cannes forOlay:A print entry for Procter & Gambles Oil of Olay (in the Health& Beauty category) was awarded a Silver Lion in the Print 41
  42. 42. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYcategory. The winning entry is a press ad, with just the words‘0 to 60 in 100 years on it, and a bottle of Oil of Olay at thebottom right-hand corner. The entry being from Saatchi &Saatchi Hong Kong, the Lion has been awarded to the agencysHong Kong office.However, Saatchi & Saatchi India can also take credit for thisSilver Lion - for the simple reason that the idea came out ofSaatchi Indias Bangalore office. Speaking to agencyfaqs! FromCannes, Ramesh Ramanathan, national creative director,Saatchi & Saatchi India, explains this in detail. "We had comeup with this idea, and we presented it to the Saatchi network.The network liked the idea immensely, and as there was aclear requirement for an idea on Oil of Olay in Hong Kong, andas our idea was relevant to that brand, it was executed there. I 42
  43. 43. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYthink this is a demonstration of how strong and how creative-focused the Saatchi network is."Interestingly, although Cannes has awarded the Lion to theHong Kong office, in the record books, the creative credits goto Ramanathan, Ryan Menezes, Vinod Lal Heera Eshwer andDinesh TP, apart from Tiffany Huang. "Yes, our Hong Kongoffice gets its name into the Cannes record books, but for us inSaatchi India, this is as good as getting the metal," saysRamanathan. "Within the Saatchi network, we get the credit. Iam happy that my boys in Bangalore have proved themselvesin Cannes as well."Brand Ambassadors: Sushmita Sen- Olay, the No 1 skin care brand in the worlds fashion capitals, has now come to India. Launched by P&G, Olay Total Effects is a one-stop solution intended to help Indian women fight the seven vital signs of skin ageing. It has VitaNiacin technology and SPF 15 that fight ageing while also moisturising the 43
  44. 44. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYskin and protecting it from sun damage. Olay Total Effects was presented to some of Indiasleading beauty icons and women achievers from the fieldsof fashion, beauty, television, the corporate world, fitnessindustry and academics. After a period of four to six weeks,these women shared their positive experiences with theproduct and some are now even passionatelyrecommending Olay Total Effects.Sushmita Sen, whose hectic life takes a toll on her skin andcauses discolouration and makes the fine lines visible, saidOlay Total Effects did wonders for her. "You can actuallysee the difference on my skin. I just love the product. Itssuch a one-stop shop," said the former Miss Universe. Television actress and anchor Tisca Chopra revealed, "My make-up man said, Madam, there is no need to use base on your face now." 44
  45. 45. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYWhile popular hair-stylist and beauty expert Coleen Khanlaughed, "My mother-in-law complimented me for the waymy skin was glowing, what more can I ask for?"And celebrity hair-stylist of the stars, Dilshad Pastakiaadded, "Now there is no need to carry a bag of skin careproducts and treatments. Olay Total Effects has replaced allof them."Meanwhile, health and wellness expert Shikha Sharma whohas helped several women stay young and healthy, saidpeople were asking her what she was doing these days."My skin has such a glow," she said.Economist Roopa Purushottaman exclaimed, "My oldteacher asked me, What are you doing to your skin, itsbetter than when you were in my class!"Leading cosmetologist and dermatologist Dr KalpanaSarangi explained the reason behind these compliments forOlay Total Effects. "VitaNiacin is an effective combinationof vitamins that fights the seven signs of skin ageing,leaving the skin soft, smooth, radiant, even toned andfirmer. It is ideal for Indian skin because Olay Total Effectsis coupled with moisturiser and sun-protection."A ten-week clinical study of 200 Indian women between 30and 60 by a panel of leading dermatologists analysed the 45
  46. 46. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY effects of a VitaNiacin moisturiser versus an ordinary moisturiser. After a discussion using global and Indian data, the panel concluded that the VitaNiacin-containing moisturiser can fight the seven signs of skin ageing and its technology is suitable, safe and acceptable for Indian women. Katrina Kaif- Katrina has been named the brand ambassador of cosmetic giant Olays Natural White cream that launched a white radiance range in India recently. Talking about her selection of brand endorsements, Katrina said: "Be it a skin, hair or a jewellery product, I am very selective about the brands I endorse. 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.” A source close to the actress said: "Katrina is a teenage icon of today. The international brand found her to be the apt model to market their product.” 46
  47. 47. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY The 25-year-old created waves when she replaced Aishwarya Rai as the brand ambassador of Nakshatra last year. Kajol - An Olay loyalist for a few years now, Kajol claims she gets compliments about her youthful looks till date. Watch this clip as she reveals her secret. Total Effects fights 7 signs of ageing for visibly younger- looking skin. From cleansing to moisturising, Total Effects offers an array of products dedicated to making your skin look its best. Using an exclusive VitaNiacin formula, Total Effects moisturisers are also proven effective in fighting 7 signs of ageing— the look of fine lines and wrinkles, rough texture, the appearance of prominent pores and age spots, uneven skin tone, surface dullness, and dryness. Karishma Kapoor- P&G welcomes Karishma Kapoor as the new brand ambassador for its premium anti ageing skincare line Olay Total Effects. Karishma is the latest entry to the Olay family of beauties who have defied age including actors Kajol, 47
  48. 48. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYShilpa Shetty, Tisca Chopra and Ira Dubey. Karishmaswitched to Olay Total Effects that works on the sevensigns of ageing and said, “Before I tried Olay Total Effects, Ithought skin ageing was inevitable, now I realize it may notbe completely true … I can defy age and challenge what’spossible with Olay Total Effects! She further added, “As youage, for different skin ageing problems that appear oneafter another, you don’t need a host of skin products; OlayTotal Effects helps fight all the 7 signs of ageing andprotects the skin effectively giving you 7 benefits in 1bottle!”Karishma says that after pregnancies her skin had startedfeeling stressed out. She started to notice dryness,dullness, dark spots; and that’s when she felt the need forsomething for her skin. She adds, “My favourite Olayproduct is the TE serum- it is light on my skin, has a highconcentrate, and yet takes literally a few seconds toapply!”Karishma further states, “My experience with Olay TotalEffects has been only great, everyone can see it. I guess Ijust could have not asked for more. All you need is OlayTotal Effects. Why don’t you try it and see the difference itmakes?” 48
  49. 49. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Karishma can be seen starring in a new television commercial for Olay Total Effects airing across major television channels. Madhuri Dixit- The girl with a gorgeous smile is back in Mumbai and has already started working on new projects, from an endorsement to movies. And we can’t wait to watch her strut her stuff! Madhuri Dixit-Nene, the Dhak dhak girl of B-town, recently came back to settle in Mumbai with her family. There was much buzz about what she will do once she is back to home and B-town turf, what her priorities will be, et al. It was said that she wanted to take it easy and get back into the working girl groove slowly and steadily, concentrating on home and hearth before stepping into the studios, but we heard something that kind of contradicts that whole happy tale. Madhuri has apparently been approached by big- name cosmetics brand Olay to be a brand ambassador. As our sources revealed, she has accepted the offer and is all set to be the face of the product chain. Olay is apparently trolling Farmville for the right set of ambassadors for the 49
  50. 50. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYwell-known anti-ageing range. First it was KarishmaKapoor, now the gorgeous face of Madhuri. Even asconfirmation of this whole tie-up is awaited, we are allreally keen to find out whether Madhuri has reallyaccepted the proposal or not. Also, we have heard thatMadhuri has said yes to the sequel to Ishqiya, taking overfrom the sultry Vidya Balan – who, by the way, is notsigning any new work on until The Dirty Picture does itsthing at the BO – and she is starting work on the new filmsoon, once dates are worked out. Arshad Warsi andNaseeruddin Shah will play the same roles they did in thefirst one.Advertising campaign, featuring the tagline,"Love the Skin you’re in." Oil of Olay launched a new advertising campaign in October, featuring the tagline, "Love the Skin you’re in." Companyresearch revealed that women are tired of false hype and 50
  51. 51. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYpromises and need to be reached on an emotional level.The new campaign suggests that women dont need to looklike models to love themselves or their skin.The use of warm, muted colours also conveys a softerquality than Olays previous ad campaign. "The newcampaign invites women to move from just liking their skinto loving it," said Gina Coleman-Drosos, global generalmanager, Olay. "This is something we strive to do every daywith the skin care products we offer to women around theworld."Olay Total Effects: Fight seven signs of ageingCampaign 51
  52. 52. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYOlay Total Effects provides a huge of benefits to bring thebeautiful younger looking skin women want and thedynamic skin they need. The key to this is the radical newformula from Olay containing a combination of twoinnovative ingredients VitaNiacin and Anti-Oxidants, whichtogether work to fight 7 signs of ageing and give youngerlooking skin.The Regenerist Campaign Launched recentlyby Madhuri Dixit 52
  53. 53. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYActress Madhuri Dixit launched Olay Regenerist, Olay’spremium skin care range in India on Nov.2nd 2011 atHotel J.W. Marriott. She is the official brand ambassadorand the face of the Olay Regenerist range in India andunveiled the premium range from Olay in Mumbai.At the launch, Madhuri explained the process of cellularregeneration fostered by amino-peptide complex which isthe main ingredient in Olay Regenerist range. She alsohighlighted the fact that it is one of the simplest & mosteffective ways of acquiring younger looking skin withoutgoing through clinical procedures. 53
  54. 54. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY The questionnaire for the research workQ1. What is your Age? 18-25 25-30 30-35 35 aboveQ2. Do you have wrinkles on your facial skin? Yes No Never realisedQ3. Are you bothered about your age wrinkles affecting yourlooks? Very much bothered Bothered a bit Not at all botheredQ4. Do you prefer the use of creams and lotions? Yes No SometimesQ5. On what basis do you prefer buying skincare product? 54
  55. 55. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Price Brand Quality Reviews Celebrity OthersQ6. What brand of skincare product you are using right now? Lakme L’Oreal Garnier Ponds Other _______________________Q7. Have you ever heard about Olay? Yes NoQ8. From where did you hear about Olay? Advertisements Promotions Peers Internet Never heard Others 55
  56. 56. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ9. Have you seen the latest campaign of Olay Regeneristfeaturing Madhuri Dixit with the Tagline ‘challenge what’spossible’? Yes NoIf yes, then is the campaign better than the previous ‘Love theSkin you are in’ campaign featuring Kajol? CommentQ10. Has this ad affected your buying decision? Yes No 56
  57. 57. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY ANALYSIS OF THE RESEARCHNumber of Samples: 50Age group: 20 aboveGender: Mainly femalesArea: MumbaiObjective: To understand the acceptance of Olay among theIndian audience. 57
  58. 58. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ1. What is your Age? 18-25 25-30 30-35 35 above Age Group 35 above 18-25 18% 20% 30-35 22% 25-30 40%Most of the people researched were in the age group 25-30.People in this age group are more concerned about their skinthan others. As they are the working population and face manyskin problems. 58
  59. 59. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ2. 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 theirface. 34% women say they have not got any wrinkles and 18% ofthem never realised. 59
  60. 60. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ3. Are you bothered about your age wrinkles affecting yourlooks? 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 ontheir face. About 38% show a bit bothering. 16% of them not atall care about them. 60
  61. 61. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ4. Do you prefer the use of creams and lotions? Yes No Sometimes Preference of the use of creams and lotions Sometimes 27% No Yes 10% 63%63% of women i.e., majority of them prefer using creams andlotions. 10% of women do not use any of them. 27% womensometimes use them either in winters or just for certainoccasions. 61
  62. 62. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ5. 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% Brand 21% Reviews 8% Quality 39%Majority of women look for quality in the products they opt for.Then they look into the brand and the celebrity endorsing theproduct. Few of them bother about price whereas some look forthe reviews the product has got. 62
  63. 63. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ6. What brand of skincare product you are using right now? Lakme L’Oreal Garnier Ponds Skincare Brands Preferred Ponds 18% Lakme 28% Garnier 14% LOreal 40%40% of women prefer L’Oreal skincare products over otherbrands. Then the second mostly preferred is Lakme and thencomes Ponds and Garnier. 63
  64. 64. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ7. 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. But 35% of them do not know the brand. These maybe the women who are housewives or are not so open to the mass media. 64
  65. 65. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ8. 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 Advertisements 12% 46% Promotions 24%Most of the people got to know about the brand from theadvertisements. As most Indian women are housewives and aretherefore glued to T.V sets most of the time. Most of them get toknow through promotional events held in malls and shoppingareas. Others get to know through peers, internet and othersources. 65
  66. 66. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ9. Have you seen the latest campaign of Olay Regeneristfeaturing Madhuri Dixit with the Tagline ‘challenge what’spossible’? Yes NoIf yes, then is the campaign better than the previous ‘Love theSkin 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 commercialfeaturing Madhuri Dixit. Maybe because it is just launched lastmonth. Only 34% people know about the ad.People who know about the campaign think that the previouscampaign was good as they could also relate to it. It had lifestory which they could relate to. 66
  67. 67. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAYQ10. 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 trythe products at least for once. Sometimes the situationsmentioned are so similar that you tend to get convinced. But42% of women are rational buyers and are not influenced bysuch commercials at all. 67
  68. 68. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY ConclusionOlay which is very successful in abroad among the leadingskincare brands is making its hold in India but on a slowerpace. People tend to use the products they are used torather than trying new ones. But advertising can dowonders to change the buying decision of people. Itmakes them aware of the product and at the same timesgives a 3D picture of the product. People buy on the basisof what they see and hear from their surroundings.But sometimes, advertising can be misleading and canraise issues in the society (the animal test controversy ofOlay). This can prove to be harmful for the Brand Image.Thus, advertising should be for the people to buy theproduct without affecting their beliefs.Olay is doing a great work by inventing new products andadvertising them by taking endorsers with whom peoplecan relate to very well. The brand would soon establishthe same spot in India as it has in foreign countries. 68
  69. 69. ADVERTISING & MARKETING RESEARCH - 2011-2012 OLAY Webliographyhttp://en.wikipedia.org/wiki/Olayhttp://www.totalbeauty.com/reviews/product/75029/olay-total-effects-7-signs-serumhttp://www.andhranews.net/india/2007/August/4-Olay-India-photo.asp?Id=1http://www.afaqs.com/advertising/creative_showcase/index.html?id=29792&media=Digital&type=Indianhttp://bloggers.com/post/madhuri-dixit-chosen-as-brand-ambassador-of-olay-regenerist-3890564http://www.bestadsontv.com/ad/36987/Liam-Wielopolski-Olay-anti-ageing-cream-Facelifthttp://www.olay-brand.info/does-olay-do-animal-testing.htmlhttp://www.safe.org.nz/Campaigns/Against-Procter-and-Gamble/http://www.olay-brand.info/olay-logo-meaning.htmlhttp://www.managementparadise.com/forums/marketing-research-mr/205624-background-detail-olay.htmlhttp://www.possibleworldwide.com/case-studies/olay-total-effects-aai/ 69