Olay Case Study

1.0 Executive Summary

Olay is a worldwide leader in skin care and was created in the 1950’s by a man as a gift for his wife. It brings healthy and beautiful skin to more than 80 million women on five different continents. Olay is committed to providing safe products for its consumers, and ensuring products safety is something they take very seriously. Every year Olay conducts over 400,000 safety and quality tests to ensure the positive and wonderful experience for women all around the world. Olay falls under the anti-aging products and service industry. Currently, Olay has globally 8 product lines offering a multitude of products which are “Olay professional Pro-X”, Olay Definity, Olay Regenerist, Total effect, Olay complete, Olay hydrate and cleanse, Daily facials, Olay clarity, Olay body lotion, Olay body cleansing and Olay touch of Sun.

Olay segmenting the market based on demographic, lifestyles and behavior. The level of awareness for Olay was become higher after acquired by Procter & Gamble. P&G restructured Olay by changing it original name of Oil of Ulan to Olay since 2000 and greatly expanded Olay both in lineup and internationally. In addition, Olay skincare products have gained high recognition from consumers in fashion capitals such as New York, London, Sydney, Hong Kong, and are considered as a beauty secret to young-looking skin. Furthermore, Olay products are at a moderate level of involvement because the price of Olay products is quite low compared to others product. There is a functional risk and physical risk for Olay products.

On the other hand, Olay brand has developed a few marketing communication strategies such as advertising and sales promotion. Olay is positioned as a brand that celebrates beauty within and outside. The current brand image for Olay is to help older women look younger. However, Olay’s main goal is to help women of all ages, not just help older women avoid