Olay

history Olay is an American fell care line. It is wiz of Procter & Gambles multi-billion dollar check offs. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2. 8 billion of Ps $79 billion in revenue. Olay originated in South Africa as cover of Olay. graham flour Wulff (1916-2008),1 an ex-Unilever chemist from Durban, started it in 1949. The name Oil of Olay was chosen by Wulff as a spin on the word lanolin, a mention ingredient. It was unique in the early days because it was a pink smooth-spoken rather than a cream, packaged in a heavy sparkler bottle.Wulff and his marketing partner, Jack Lowe, a former feignwriter, had tested the ingathering on their wives and friends and were confident in its uniqueness and quality. Olays marketing was also unique, since it was never depict as a moisturizer, nor even as dish aerial fluid. instanterhere on the packaging did it say what the product actu all in ally did. Print adverts used copy such as Share the s ecret of a younger aspect you and talked about the beauty secret of oil of Olay. Other adverts were written as personal messages to the reader from a fictitious advice columnist named Margaret Merril.They ran in Readers stand up and newspapers and often looked like editorials. Wulff and Lowe, who ran the community under the banner of Adams National Industries (ANI), did not sell the product to the trade, but waited for pharmacies to ask for it based on consumer requests. As the company began to market the product internationally, it was decided to modify the name of the product in each country so it would sound pleasing and virtual(prenominal) to consumers. This led to the introduction of Oil of Ulay (UK and Ireland), Oil of Ulan (Australia) and Oil of Olaz (France, Italy, the Netherlands and Ger several(prenominal)(prenominal)).In 1970, ANI opened a test market in USA (Chicago), and was expanding into northern Germany. Today The Olay brand has expanded into a range of other pr oducts grouped in boutiques including Complete, replete(p) Effects, Professional, Regenerist, Quench (North America), White Radiance (Asia) and Olay Vitamins (USA). Olay is the market leader in many countries including USA, UK, and China. 2 Olay has extended its heritage as a moisturizer to stay looking young, to formally creating the anti-aging category in mass stores with the launch of summate Effects in 1999.Active Hydrating Formula, generally the least expensive variety, bears the closest resemblance to the pink Oil of Olay marketed in the US before the P acquisition. The launch was almost range the typical price of a mass market moisturizer at the time. Today, in that respect are numerous products in market more expensive than Olay. Olay Regenerist was the beaver performing anti-aging cream in a 2006 test done by a consumer association, outperforming some much more expensive brands. 3 This report also stated But the U. S. onsumer kernel said none of the creams tested prod uced a dramatic improvement. It advised that staying out of the sun or using skin products with a high sun protection factor was the best option. The consumer union said We found that by and by 12 weeks our toprated products did smooth out some fine lines and wrinkles. However, it added Even the best performers reduced the average depth of wrinkles by less than 10 per cent, a magnitude of change was, alas, barely plain to the naked eye. In August 2007, Olay was launched in India.Olays current shibboleth is Challenge whats possible, which was changed from Love the skin youre in. Since 2010, Oil of OLAZ is called wholly OLAZ in German-speaking countries. Slogan Olaz la? t Sie strahlen. (lit Olaz lets you shine. ) The Olay/Olaz brand is cognize for animal testing, according to a list published by PETA. 4 merchandising strategy Olay Love the Skin You are In fall guy Olay caller-up P&G Agency Saatchi & Saatchi Brand Analysis Count 277 This July P&G launched its support s kin care brand Olay in India.Olay is a $2 Bn global brand has met with phenomenal success in all the markets it entered. Olay was born in the lab of a chemist Mr Graham Wulff in the early 1950s. At that time the brand was named Oil of Olay. Later when P acquired it, the brand was renamed Olay. Olay was available in India as an imported product. Now P directly markets this brand with all the relevant marketing mixes in place. Olay is tapping the premium slice of the Rs 2100 crore Indian skin care market. Olay has launched its first product in the anti-ageing segment with its Total Effects subbrand.Anti-ageing segment is still a inlet with a market size of Rs 60 crore. The segment is but outgrowth very fast. Olay has launched its Total Effects anti ageing solution after much consumer research. It had conducted research on over 6000 ladies of age between 30-69 years from three continents and identified 7 signs of ageing. 1. Fine lines and Wrinkles 2. Sagging skin 3. spotty skin ton es. 4. Age spots 5. Appearance of pores 6. Dull skin 7. sombreness Total Effects is differentiating itself through the presence of the ingredient VitaNiacin.VitaNiacin is a pa tented formulation that contains Niacinamide Vitamin B3 ,Vitamin E and Provitamin B5 Pathenol + sunscreen protection. Olay true to the concept of Global Brand and Local strategy has launched itself with a series of promotional campaigns. The brand has the bollywood prima donna Sushmita Sen as the brand ambassador. Currently Olay is running two campaigns in the ocular media. One campaign is th Olay brand building campaign featuring Sushmita Sen and other is for the Total Effects moisturizing lotion. Watch the Tvc Total EffectsFor the Total Effects range, the company uses a testimonial type of campaign featuring a Model/TV Anchor. The focus is more on the functional benefits of the product rather than harping on any emotional benefits. The brand is positioned as a brand that celebrates beauty within and outs ide. The brand worldwide uses the tagline Love the skin you are in . The brand believes that Looking Good and Feeling Good are inseparable. kind the skin we are in is the most beautiful feeling of all. Olay Total Effects is priced at Rs 599 for a 50 gm bottle.By Indian standards, this accounts for a premium category. Olay Total Effects is targeting ladies between the age 30 60. to a fault this anti-ageing product, Olay has introduced cleansers, facepack and moisturizing lotions. The brand is expected to introduce its blockbuster range of products in India in a phased manner. The premium skincare segment was in a nihility ever since HUL decided to cater to the masstige segment by repositioning Lakme and Ponds. Now with P and ITC seriously looking at premium segment, the market is red to witness a marketing war in days to come.