Olay Marketing Plan
1) EXECUTIVE SUMMARY
Olay is the top facial skin care retail brand in the world and is one of Procter & Gamble (P&G)’s multi-billion dollar brands. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G’s $79 billion in revenue. 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 Olay Total Effects in 1999. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are tremendous products in market more expensive than Olay. While expanding its brand presence among its loyal core audience, Olay has extended its product lines to new markets. At present, Olay already has 10 product lines; Olay Professionals, Regenerist, Definity, Total Effects, Age Defying Series, Complete, Facial Cleansing, Olay Body Chain, Olay Body Cleansing and Olay Classics. Furthermore, under Total Effects, there are 17 products which can be classified into 4 categories; facial moisturizers, specialty treatments, facial cleansers and body washes. A P&G executive told investors on 9 September 2010 at a Barclays Capital conference in Boston that it is launching Olay in 15 new markets this year—including Brazil, a huge and rapidly expanding economy. It plans to increase its global presence from 69 to 100 markets in two years. Olay also has ventured into new products for new target markets. Ed Shirley, vice chair of Global Beauty and Grooming, said P&G also sees good opportunities in Asian countries for male skin care products. The company already has launched its new Olay Men Solutions in China. Olay performance in winning customers confidents is remarkable. One of the reasons is proved by a recent study conducted by P&G Beauty scientists in Cincinnati, The study is about
Olay is the top facial skin care retail brand in the world and is one of Procter & Gamble (P&G)’s multi-billion dollar brands. It is the world’s number one facial care brand in the past four years (2006-2009) based on Euromonitor data. For the 2009 fiscal year ended June 30, Olay accounted for an estimated $2.8 billion of P&G’s $79 billion in revenue. 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 Olay Total Effects in 1999. The launch was almost double the typical price of a mass market moisturizer at the time. Today, there are tremendous products in market more expensive than Olay. While expanding its brand presence among its loyal core audience, Olay has extended its product lines to new markets. At present, Olay already has 10 product lines; Olay Professionals, Regenerist, Definity, Total Effects, Age Defying Series, Complete, Facial Cleansing, Olay Body Chain, Olay Body Cleansing and Olay Classics. Furthermore, under Total Effects, there are 17 products which can be classified into 4 categories; facial moisturizers, specialty treatments, facial cleansers and body washes. A P&G executive told investors on 9 September 2010 at a Barclays Capital conference in Boston that it is launching Olay in 15 new markets this year—including Brazil, a huge and rapidly expanding economy. It plans to increase its global presence from 69 to 100 markets in two years. Olay also has ventured into new products for new target markets. Ed Shirley, vice chair of Global Beauty and Grooming, said P&G also sees good opportunities in Asian countries for male skin care products. The company already has launched its new Olay Men Solutions in China. Olay performance in winning customers confidents is remarkable. One of the reasons is proved by a recent study conducted by P&G Beauty scientists in Cincinnati, The study is about