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Procter & Gamble, Olay 2011 - 2012

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Introduction

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INTRODUCTION

The anti-aging market is one of the largest in the world. The majority of

the people want to find a way to fight aging that is why there is such a high

demand for products which hide or fight the signs of aging. It is a great thingthat there are so many anti-aging products available.

There have been many options for controlling on wrinkles like Plastic

surgery, Botox etc. but plastic surgery could not get success because of its

complexity and high cost and remained in the reach of film stars and high

profile people. Same the case is with Botox but it was not complex and it is

relatively economical. But Botox has its own side effects. Botox addresses only

one aspect of facial rejuvenationmotion wrinkles.

Anti-aging creams are now being used by people under 30 for wrinkle

prevention because of growing consumer awareness of anti-aging solutions.

From time-release, to heat activation, to nano sphere bursts, to film technology,

specialty actives and delivery systems are helping drive the fast-growing

cosmeceutical market, at US$2.5 billion in the U.S. alone. Anti-aging skin care

products are growing 11% annually from 2008. The slow release into the skin

sustains the benefits of the active, meaning better, longer-lasting products.

With skin care accounting for 59% of the cosmeceuticals market, new actives

for skin care have plenty of room to grow. Consumers are returning to the

notion that natural is healthier, and the natural, holistic approach to personal

care has regenerated itself in the form of organic preservatives.

Targeting the high growth Indian beauty market, Mary Kay expects 50%

of its business to be generated by its skin care range and the rest by its color

cosmetics and body care offerings. "We anticipate generating the same success

in India that we have seen in other Asia-Pacific markets," said K.K. Chua,

president, Mary Kay Asia-Pacific. Products have been priced to attract both

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mass to mid-range consumers. "We want to make this brand available to all

working women looking for good skin and makeup. We have kept the pricing

affordable so that the maximum number of women can buy them," said Hina

Nagarajan, country manager, Mary Kay India. The market has matured, and

Indian women are ready to spend on looking good and feeling good." A survey

at the Dubai and Heathrow airport retail outlets showed that Clinique was the

most purchased skin care product among returning Indians. Speaking on While

the market for direct selling beauty companies hasn't been very strong in the

country, despite Oriflamme's and Avon's steady business, Mary Kay is

confident to bring a paradigm shift with its new selling strategy and approach.

The company plans to create a pull in the market rather than push, and itsconsultants are being trained to act as beauty advisors rather than just

salespersons. In fact, the company created a much focused product portfolio that

answered beauty needs specific to Indian women, launching its Botanical

Customized Skin Care Collection in India.

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CHAPTER 1

Company Profile

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Company Profile

Company Information: P & G

History:

Procter & Gamble (P&G) was set up by William Procter and James

Gamble in April 1837 to manufacture soap and candles in the U.S. Today it is a

$56 billion personal care and health and wellness company, manufacturing a

broad range of products and employing 138,000 people all over the world.

P&Gs products are sold in 140 countries

Procter & Gambles relationship with India dates back to when VicksProduct Inc. India, a branch of Vicks Product Inc. USA established in 1951, was

engaged in the manufacturer (Under loan license) and sale of what is today

Indias Number One Health Care brand the famous range of VICKS products.

In 1964, a public limited company Richardson Hindustan Limited (RHL) was

formed which obtained an industrial license to undertake manufacture of

Menthol and de mentholised peppermint oil ad VICKS range of products such

as Vicks VapoRub, Vicks Cough Drops and Vicks inhaler. In May 1967, RHL

introduced Clearasil, then Americas number one pimple cream in Indian

Market. In 1979, RHL launches Vicks action 500 and in 1984 it setup an

Ayurvedic Research Laboratory to address the common ailments of the people

such as cough and cold. In October 1985, RHL became an affiliated of the

Procter & Gamble Company, USA and its name was changed to Procter and

Gamble India.

Presently Procter and Gamble has two subsidiaries in India P& G

Hygiene and Health Care Ltd. and P&G Home Products Ltd. While P&G Home

Products limited changed the name of the Company to Procter and Gamble

Hygiene and Health Care Limited in 1999.

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Brand Portfolio:

Procter & Gamble Hygiene and Health Care Limited.

Health Care

Vicks VapoRub: The first product to be launched under the Vicks brandname in 1951.

Vicks inhaler: It was also launched in 1951 and created the inhalermarket in India.

Vicks Formula44: Vicks Formula 44 Cough Syrup was launched inIndia in October 2003.

Vicks Cough Drops: Menthol based lozenges launched in 1966. Vicks Action 500+: These capsules (capsules shaped tablet) were

launched in 1978 and re launched in August 2000 in an attractive blue

pack from the traditional green pack. A variant in the form of Vicks

action 500+ night tablets was launched in July 2002 to be taken

especially before sleepoing.

Feminine Care:

Whisper: in 1989, Procter & Gamble India (after changed in name fromRHL) launched Whisper the break through sanitary napkin which will

revolutionize the Indian feminine hygiene category. Since then various

variants of Whisper have been introduced to tap the different segments

especially introducing low cost variants to increase penetration in the

Indian market.

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Procter & Gamble Home Products Limited.

Fabric Care

The detergent business was originally a part of P&G India Ltd. But in 1993 it

was divested to P&G Home Products Ltd.

Ariel: was launched in 1991 by P&G India Ltd. And was later divested toP&G Home Product Ltd. In 1993 along with the rest of the detergent

business. Over the years the brand has enjoyed endorsement from

celebrities such as actress and social worker Shabana Azmi, Begum of

Pataudi, successful actress and homemaker of the Pataudi family

Sharmila Tagore, TVs most popular saas-bahu duo Smriti Iraani and

Apara Mehta. Presently it is available in three variants including one

specially marketed for front loading washing machines.

Tide: in 2000, Procter & Gamble Home Products Ltd introduced TideDetergent Powder the largest selling detergent in the world. Its

available in both detergent and bar form. Positioned as a brand in

between the concentrate brands like Ariel and other brands like surf, it

has captured around 2% of the market share (as compared to 4% of surf).

Recently Tide has seen a huge price cut to bring its prices closer to Surf.

Hair Care

Pantene Pro V:This brand was launched in Inida in June 2000 and itspresently available in five different variants according to different hairtypes.

Head & Shoulders: Launched in 1997 as an anti dandruff shampoo,presently it comes in many different variants. In June 2007, P&G

launched H&S intensive solutions for extreme cases of dandruff. It is

priced at Rs 159 & 220 ml and Rs 59 for 70 ml.

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Rejoice: Launched in January 2004, Rejoice was launched to tap theprice conscious Indian consumer and is presently available in three

different variants.

Baby Care:

Pampers: in June 2003, Procter & Gamble Home Products Limitedlaunched Pampers worlds number one selling diaper brand with sales

of US$ 6 billion annually.

Licensed brands:

Old Spice: Part of the P&G portfolio, its license was sold to Menezes Cosmetics

Pvt. Ltd. On 1 December 2002 for a period of 10 years. Prior to this, P&G had a

distribution agreement with Marico industries for Old Spice Products.

Recent Launches:

In july 2007, P&G launched Olay in India. Earlier Olay was available as

a imported product, but now P&G deirectly markets this brand. Sushmita Sen

has been chosen the brand ambassador and the brand is positioned in the

premium segemtn in the skin care sector. An Olay total effect is an anti aging

cream launched on 23rd

July 2007.

Social Responsibility:

P&G has a global initiative to support children in need the world over. As

part of that initiative P&G has had a series of initiatives in India to help in theeducation of undeerprivileged children. In 2007, in collaboration with CRY and

SONY, P&G launched its shiksha project for the third year running wherein

every large pack of Tide, Pantene, Head & Shoulders, Rejoice, Vicks.

VapoRub, Whisper, Gillete March 3 Turbo, Gillete Series, Oral B or Pampers

purchased during April, May and June 2007, would support of underprivilaged

children.

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In the past P&G has had a scholarship scheme as part of Shiksha, as well

as helping in reconstruction during the Bhuj earthquake.

P&G to sell global pharma biz for $3.1 bn

American consumer products major Procter & Gamble Company will beselling its global pharmaceuticals business to Ireland-based pharma entity

Warner Chilcott Plc for about USD 3.1 billion. The transaction is expected to be

completed by the end of this year, subject to regulatory approvals.

Both companies in a statement said they have entered into an agreement

for the proposed acquisition, for an up-front cash payment of USD 3.1 billion.

As part of the agreement, Warner Chilcott would acquire P&Gs portfolio of

branded pharmaceuticals products, including Asacol HD (masalamine)

Delayed-Release Tablets for ulcerative colitis and Anthonel (risedronate

sodium) for osteoporosis.

The Irish firm would also buy P&Gs prescription drug product pipeline

and manufacturing facilities in Pureto Rico and Germany. Most of the 2.300

employees working on P&Gs pharmaceuticals business are expected to move

to the Irish firm.

The acquisition transforms Warner Chilcott into a global pharmaceutical

company, expands our presence in womens healthcare, establishes us in the

urology market in advance of the anticipated launch of our erectile dysfunction

treatments, and adds gastroenterology therapies to our product portfolio,

Warner chilclotts president and CEO Roger Boissonneault said. The sale of

pharmaceuticals business for USD billion would result in a one-time earnings

increase for P&G of about USD billion after-tax.

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FMCG sector outlook*

The FMGC industry is a low-margin business. Volumes hold the key to

success in this industry. That is why the industry players but so much emphasis

on marketing and distribution. Brands are the key determinants of success in the

market. However, the unorganized segment that continued to play spoilsport

and has benefited mainly de to their strategy of low price, high volumes. To

add to the organized players, the unorganized players have benefited without

spending even single penny on advertising and brand building.

The urban market has begun showing signs of saturation and the future

growth in this sector is set to be driven by the rural consumer.12.2% of the

worlds population lives in Indias villages which means the Indian rural FMCG

market cannot be ignored. Although presently rural penetration is pretty low,

the demand ofr branded consumer goods is expected to rise rapidly in the rural

market. For instance, for toilet soap, the average expenditure per user household

for low-income households is Rs.237, while it has increased to Rs.706 for high-

income groups. Rural market at staggering 122 million, five times the urban

market, is hard to ignore for anyone especially with the rising income levels in

the villages.

The key factors that are expected to trigger future growth for the FMCG

industry include reduction in excise duties, relaxation of licensing restrictions

and reduced dominance of unorganized sector due to creation of level playing

field.

*These are approximate figures as different sources give different numbers.

They should be used only to get an idea about the sector and not as exact values.

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Purpose of P&G:

We will provide branded products and services of superior quality and

value that improve the lives of the world's consumers. As a result, consumers

will reward us with leadership sales, profit, and value creation, allowing our

people, our shareholders, and the communities in which we live and work to

prosper.

Values of P&G:

P&G is its people and the values by which we live. We attract and recruit

the finest people in the world. We build our organization from within,

promoting and rewarding people without regard to any difference unrelated toperformance. We act on the conviction that the men and women of Procter &

Gamble will always be our most important asset.

Principals of P&G:

We Show Respect for All Individuals The Interests of the Company and the Individual Are Inseparable We Are Strategically Focused in Our Work We Value Personal Mastery We Seek to Be the Best Innovation Is the Cornerstone of Our Success Mutual Interdependency Is a Way of Life We Are Externally Focused

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CHAPTER 2

PRODUCT PROFILE

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PRODUCT PROFILE

History of Olay

Olay is a product truly born from love, as it was

created by a man as a gift for his wife. In the 1950s,

chemist Graham Wulff saw his wife Dinahs

frustration with the thick, waxy beauty creams that

came in shoe-polish tins. They left her skin looking

greasy, and they certainly didnt fit with her feminine

sensibility. Graham wanted to create a new beauty

product for herone that could not only moisturize her skin, but also leave her

feeling beautiful and feminine.

Together, Graham and Dinah fine-tuned everything from absorption

and texture to the delicate pink shade and instantly recognizable fragrance.

At last, the legendary Oil of Olay Beauty Fluid was born.

Within five years, Olay was enjoying phenomenal success in South

Africa, and in 1959 expanded into England, the United States, the Netherlands,Canada and Germany. Needless to say, the Olay business flourished.

Eventually, Olay was sold to Richardson Merrill, which later became

Richardson-Vicks. In 1985, Procter & Gamble bought Richardson-Vicks and

gained the Olay brand.

In 2000, Procter & Gamble decided to shorten the brand name to Olay.

The formula had evolved over the years, and the original name no longer fit

with what women have come to expect from Olaya light, greaseless formula

that absorbs quickly into the skin.

Today, Olay is one of the most recognizable brands in the world. Yet

through all the changes and innovations, the philosophy upheld by Graham

Wulff remains just as relevant as ever: Help women look and feel beautiful.

Thats a potent formula for success.

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Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven

signs of ageing . It is a breakthrough anti-ageing moisturizer

Olay Total Effects Anti Ageing Cream Claims

Total Effects fights 7 signs of ageing (fine lines and

wrinkles, rough texture, uneven skin tone, dullness,

prominent pores, age spots and dryness) by:

1. Minimizing the appearance of fine lines andwrinkles

2. Smoothing skins texture with gentleexfoliation

3. Balancing colour and tone while reducing theappearance of age spots

4. Fighting dullness for healthy-looking radiance5. Refining to minimize pore appearance6. Moisturizing to nourish dry skin and to help firm and subtly lift its

appearance

7. Protecting skins surface with antioxidantsThe Vitamin Breakthrough VitaNiacin One Product to fight the 7

Signs of Skin Ageing

A key milestone while delivering one of the biggest skin care needs of

women around the world - an anti-ageing product that helps combat the 7 signs

of ageing - was the creation ofOlay Total Effects with VitaNiacin formulation -

an exclusive moisturizing combination of three key components - niacinamide

(Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol).

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Each of the above ingredients works effectively to fight the signs of ageing as

follows;

Vitamin E is a powerful anti-oxidant thathelps replace lost moisture inthe skin caused by ageing and damage due to the environment, thereby

leaving the skin feeling soft and smooth.

Pro-Vitamin B5 (panthenol) is a humectant that counteracts the drynessthat often occurs in ageing skin, thereby leaving skin well-conditioned.

Niacinamide (Vitamin B3), is a water soluble vitamin that has a positiveimpact on skins connective tissue and gel matrix which are of particular

significance in aged & photo-damaged skin.

According to Dr. Colin DSilva, Principal Scientist, P&G Beauty,

Niacinamide in combination with Vitamin E and Pro-Vitamin B5, when

applied topically to the skin, enhances skin moisturization and increases the rate

of exfoliation andbarrier repair.

As most know, Unprotected Sun Exposure accelerates skin ageing. Olay

Total Effects also contains sunscreen protection of SPF 15 value which protects

against harmful UVA/UVB rays from the sun.The Indian PerspectiveClinical study

Similar to the international clinical study, in India too, an independent

clinical study was conducted over 200 Indian women aged between 30-60 years

across a 10-week treatment period. A Panel of leading Indian Dermatologists

analysed the clinical data on the effects of a VitaNiacin moisturizer on Indian

skin. The study compared skin of women using a moisturizer with VitaNiacinversus those using an ordinary moisturizer. Post a discussion on global & Indian

data, they supported the fact that:

(i) VitaNiacincontaining moisturiser can fight the 7 signs of skin ageing, asidentified by over 6,000 women worldwide;

(ii) Efficacy of VitaNiacin has been optimized with the adjunctive use ofadequate sun protection of SPF 15 value; and

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(iii) Suitability, acceptability and efficacy of the product offer a solution for

Indian women looking to address the 7 signs of skin ageing.

Recommended Olay Total Ef fectsRegimen for best results:

Its best to ensure you cleanse your skin well before using Olay Total

Effects moisturizer. Apply it twice a day on your face and neck, during morning

& night before going to bed. If you have dry skin, you may wish to apply the

product a third time, at mid-day. It is best to apply the UV Variant in the day to

protect yourself from the harmful sun rays, and apply the Non-UV Variant at

night to effectively allow the VitaNiacin technology to work.

Get your Olay Total E ff ectstoday!

Olay Total Effects, is a unique anti-ageing moisturizer that comes in a

convenient, easy-to-squeeze pump jar, perfectly sized for every womans

handbag, and is available in two variants - Normal (UV and Non-UV), and

Gentle (UV and Non-UV); with a light, fresh scent, or fragrance-free. All Olay

Total Effects moisturizers are priced at Rs. 599/- for a 50gm pump jar that if

used once at morning and night, lasts a month. So grab your bottle ofOlay Total

Effects from a beauty counter at leading malls, modern retail stores, and select

chemists, and visibly reduce those 7 signs of ageing. For more information

please log onto www.olay.co.in.

Olay Anti-Aging Cream Ambassadors.

Madhuri Dixit who has just returned from US

has already started making waves in Bollywood. The

gorgeous actress has been appointed as the brand

ambassador for the anti-aging beauty products range

ofOlay.

Olay India announced Madhuri Dixit as their Brand Ambassador stating :

We are thrilled to announce the new face of Olay Regenerist The one and

only Madhuri Dixit.
http://www.olay.co.in/http://www.olay.co.in/

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Olay offers wide range of anti-aging creams and have signed actresses

like Karishma Kapoor, Sushmita Sen and Sridevi who are in their 30s or 40s to

endorse their products. Madhuri Dixit(44) is the latest to join the bandwagon

and the company has definitely chose the best to represent their products. She

will be seen in print ads and TVC of Olay.

Roopa Purshottam, Economist & Head Future Trends(FutureGroup), Shikha Sharma, Health & Wellness Expert, DilshadPastakia, Celebrity Hair Stylist, Dr.Colin D'Silva, Principal

Scientist, P&G Beauty, Tisca Chopra, Actor & TV Anchor, AnitaDongre, Fashion Designer and Coleen Khan Affonso, CelebrityBeauty Expert at the launch of Olay Total Effects in India.

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CHAPTER 3Objectives

Research MethodologyLimitations

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OBJECTIVES

To know whether product awareness is there among different age groupsand people.

To determine the place of Olay with respects to other competitive skincarecosmetics.

To ascertain the factor influencing the purchase ofOlay Total effects. To estimate the effect of pricing and packing on the purchase of Olay Total

effects.

To assess the importance of brand name in the marking effort. To ascertain the quality prominence factor in marketing ofOlay Total effects To know consumer psychology towards Olay Total Effects.

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RESEARCH METHODOLOGY

To manage the business well is to manage its future and to manage the future

is to manage information.

To collect the information, marketing research is to be done. Marketing

research has been defined as the systematic gathering, recording and analyzing

of data about problems relating to marketing of goods and services from

producer to consumer.-By American Marketing Association

Research Methodology refers to the various methods and techniques

involved in the process of research. The information required for the

preparation of the report is collected through two

Sources viz;

1. Primary Data

2. Secondary Data

Primary Data:

The data collected for a purpose for a particular problem in original is known as

Primary Data. It consists of all the answers in first hand.

Sources of primary data:

The sources are divided into basically two types internal and external. Internal

source analysis is referred to as sales analyses. The external sources include the

sales man, dealers and consumers. On the basis of requirement the information

is collected from anyone or all of the sources.

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Methods of collecting Primary data:

The collection of information is referred to as primary method. There are

various methods in which primary data can be adopted and thus can be

broadly classified as survey methods and experimental methods.

Survey methods:

The survey is a complex operation, which requires some technical Knowledge.

Survey methods are of personal character and depending on the information

required there are six major types of surveys.

Facts Survey - Collects only facts.

Opinion Survey Opinions in various problems are collected.

Attitude Survey Determines the attitudes of the consumers.

Future inventions Survey Used to find on discover future trends.

The Reason why Survey Seeks to determine why a person has done

something to do something in future.

Ones survey may contain several types since it may give several and better

kinds of information. The various kinds of surveys are carried out through

different methods. Usually three general methods are used to conduct a survey.

2. Secondary Data:

The data collected from the public sources i.e., not originally Collected for the

first time is called secondary data. Suppose we want to know the population of

the city, we need not go house to house to collect the same but can referred to

the census report.

SAMPLING UNITS

1) Sampling unit : Professionals, Common people and students

are surveyed

2) Sampling Size : 100

3) Sampling procedure : Stratified random sampling is used.

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LIMITATIONS

Time is major constraints, The study is concentrated only to Kurnool city The method used in this project is "Random sampling method" Some respondents were not interested to give the accurate Information about the

product

The open ended question which makes analysis easy might have restrictedthe respondents' choice of answers.

The research is limited only too few consumers in Kurnool city.

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CHAPTER 4Literature Review

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THEORITICAL BACKGROUND OF THE CONSUMER

PSHYCOLOGY

Consumer Psychology:

Psychology:

Psychology is referred to as a science a study of the mind and its processes. (Study

of individuals) thus psychology as a branch of behavioral science tries to probe and

understand how an individuals mind works while taking decisions. Psychology, the

following concepts which influence the consumers decision making process;

1. Needs and motivation:

Need can be said to be a state of felt deprivation in a person. That is needs are a

basic part of human make up. There are certain characteristics of needs which influence

the consumer's decision:

a) Needs are never fully satisfied. '

b) New needs emerge as old needs are fully satisfied.c) The nature and persistence of an individual's behavior are often influenced by the

success and failure in satisfying the needs and reaching the goal.

d) Needs and goal vary individuals.

Motivation is another closely related factor affecting consumer Behavior,

Motivation has come from motives which are the Expression of human needs by a human

being. It can be said to be a feeling of lacuna or lacking something which motivates

him/her to act (Activities) and get this feeling of lacking removed (Satisfaction).

2. Personality:

Personality may be defined as predisposition to react to a given stimulus

in a particular manner and this may be in the form consistent response to

environmental stimuli.

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There are certain characteristic features of personality.

a) Personality reflects individual difference (traits) thus marketers can segment the

market based on certain common consumer

b) Personality is consistent and traits.

c) Personality can change under certain circumstances like birth-Death of loved

one a major career promotion etc.,

3. Perception:

Perception is the sensing of stimuli external to the individual organs.

Perception determines what seen felt, heard, smelt or tasted by the consumers

when numerous stimuli are directed to them. Since perception leads to though

and though leads to action, marketing is concerned with understanding the

process perception. The way individual perceives thing will depend upon many

personal factors-needs, moods, memories, values etc. Buyers see the product in

terms of images. These images are the formalized impressions residing,

consciously or unconsciously in the minds of individuals with regard to the 'brand'

and the price of the product (or) companies (or) retail-outlets and themselves orrisk .therefore advertising and packing must reflect the same quality as

imagined.

4. Learning:

Learning is the process of acquiring knowledge and the basic factors

influencing gleaning are motivation, conditioning, relationship andorganization. Motivation is an important factor in initiating and governing one's

activities, which may bring satisfaction. Conditioning is a way of learning in which

a new response to a particular stimulus is developed. Such a response does

influence behavior pattern.

Relationship and organization also facilitate learning.

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5. Attitude:

An individuals consciousness, feelings, beliefs, values from the emotions part

of the mind. Attitudes develop gradually as the result of experience and they emerge

from interaction with family, friends and reference groups, there are three main

components of attitude. They are,

a) The cognitive component: Cognition is the mental process which is concerned

with gathering information and interpreting of logically.

b) The affective component; it is concerned with individual emotions.

c) The co native component: it is concerned with how individual responds to he object

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CHAPTER 5

Data Analysis&Interpretation

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1. What is your age?

Particular NO. of respondent % of respondent

25-35 12 12%35-45 48 48%

45-55 30 30%

55 Above 10 10%

Total 100 100%

INTERPRETATION:

Above table reveals that 80% of the age group between 35-45 are using

Olay Anti-Aging Cream. 25-35% of the age group are between 25-35. 30% of

the age group are between 45- 55. 10% of the age group are above 55.

SOURCE: Questionnaire

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12%

48%

30%

10%

0%

10%

20%

30%

40%

50%

60%

25-35 35-45 45-55 55 Above

% of

respondent

1. What is your age?

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2. Do you use anti-aging creams?


Yes 70 70%

No 30 30%

Total 100 100%

INTERPRETATION

According to the above analysis it is concluded 70% of the respondents

using anti-aging creams and the rest 30% doesnt use the creams.


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2. Do you use anti-aging creams?

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3. If yes, which brand of Anti-Aging cream do you use?Particular NO. of respondent % of respondent

Olay 51 51

Fair & lovely 15 15

Ponds 10 10

Garnier 11 11

Others 13 13

Total 100% 100%

INTERPRETATION

As per the table 51% of the respondents are preferring Olay as the

brand of Anti-Aging cream they use. 15% of the respondents are preferring

Fair N Lovely. 10% are using ponds. Garnier 11% and 13% are others.


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Percentage

of respondent

3. If yes, which brand of anti-aging cream do you use?

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4. How did you come to know about Olay Total effects?


Advertising 60 60%

Provisional Stores 12 12%

Skin specialist 18 18%

Friend & relations 10 10%

Total 100 100%

INTERPRETATION

As per the above table 60% of the respondents came to know about

the product through advertising. 18% through skin specialist. 12% through

provision store. 10% of respondents came to know through Friends &

Relatives.


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60%

12%

18%

10%

Source of information

Advertising Provisional Stores Skin specialist Friend & relations

4. How did you come to know about Olay Total effects?

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5. What made you to go for the product Olay total effect?


Brand image 10 10%

Skin care 30 30%

Quality 40 40%

Just for a trial 20 20%

Total 100 100%

INTERPRETATION

Above table reveals that 30% of the respondents have purchased Olay

because of Skin Care, 40% of the respondents have purchased because of

quality. 10% because of brand image. remaining 20% just for a trial.


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5. What made you to go for the product Olay total effect?

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6. How do you rate the product Olay Total effects?Particular NO. of respondent % of respondent

Extremely Satisfied 41 41%

Satisfied 29 29 %

Partially satisfied 22 22%

Not Satisfied 08 08%

Total 100 100%

INTERPRETATION

Above table reveals that 41% of the respondents are extremely satisfied

with Olay Anti-Aging Cream. 29% are satisfied, 22% are partially satisfied

and 8% of the respondents are not satisfied.


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41%

29%

22%

8%

0% 10% 20% 30% 40% 50%

Extremely Satisfied

Satisfied

Partially satisfy

Not Satisfied

Percentage

SatisfactionLevel

Satisfaction Rating of Respondents

% of respondent

6. How do you rate the product Olay Total effects?

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7. When compared to other products how you do feel the performance ofOlay Total effects?


Good 58 58

Better 26 26

Average 10 10

Poor 06 06

Total 100 100%

INTERPRETATION

As per the above table 58% of the respondents feel Olays

performance is good, 26% feel it is better, 10% feel it has average

performance and 6% feel that performance is poor.


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7. When compared to other products how you do feel the performance of

Olay Total effects?

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8. Which cream do you feel superior closer to Olay?

Particular NO. of respondent% of respondent

Fair & Lovely 50 50%

Garnier 30 30%

Ponds 20 20%

Total 100 100%

INTERPRETATION

Above table reveals that 50% of the respondents are feeling fair & lovely

is the superior closer competitor to the Olay and 20% of the respondents

said Garnier is secondary closer competitor of Olay, 20% ponds.


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8. Which cream do you feel superior closer to Olay?

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9. Have you found any changes in yourselfafter using Olay Total effects?

Particulars No. of Respondents % of Respondents

Yes 85 85%

No 15 15%

Total 100 100%

INTERPRETATION:

Above table reveals that 85% of the respondents feel change after using Olay

Anti-Aging Cream where 15% doesnt feels any change.


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9. Have you found any changes in yourself after using Olay Totaleffects?

85%

15%

Yes

No

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10.What is your opinion about the price of Olay Total effects?Particulars No. of Respondents % of Respondents

High 48 48%

Reasonable 33 33%

Low 19 19%

Total 100 100%

INTERPRETATION:

According to the above table it is concluded that 48% of the respondents

think the price is high, 33% respondents think price is reasonable and 19%

thinks that the price is low.


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10. What is your opinion about the price of Olay Total effects?

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11.Would you like to recommend this product to others ?


Yes 89 89%

No 11 11%

Total 100 100%

INTERPRETATION:

According to the above analysis it is concluded 89% of the respondents

like to recommend the product others, and remaining 11% dont like to

recommend it.


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11. Would you like to recommend this product to others?

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12.What is your opinion on using of film celebrities in the advertising ofOlay?


Very Impressive 65 65%

Moderately

Impressive

30 30%

Not Impressive 5 5%

Total 100 100%

INTERPRETATION:

Above table reveals that opinion of 65% of respondents are very

impressive on using of film celebrities in the advertisements. 30% opined that

its moderately impressive where 5% said that its not impressive.


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12.What is your opinion on using of film celebrities in the advertisingof Olay?

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CHAPTER 6

FindingsSuggestions &Conclusion

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FINDINGS

The majority of the respondents who are consuming Olay total effectAnti-Aging Cream are between the age group of 3545 the youngsters

are ignored.

Though it is a new product from P&G, the majority of the respondents areusing Olay Total Effect anti-aging cream.

Advertisement has a good effect on the customer to use Olay Total EffectAnti-aging cream

Most of the customers want to recommend it to others. The price of Olay Total Effect Anti-Aging Cream is expensive according

to the majority of the respondents.

Quality of the Olay Total Effect Anti-Aging cream has a good impact onthe customers.

Majority of the respondents are extremely satisfied with the performanceproduct.

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SUGGESTION

P&G ought to pay concentration to improve the brand image, as it is alsoa major factor for customer to buy a product.

Theres lack of advertising through provisional stores, P&G should needto take care of it

P&G should have to pay more concentration towards the competitors likeFair & Lovely and Garnier.

It is suggested to focus on the youngsters also, so that the company couldhave good hold on all the age groups.

As the Majority of the respondents said that the price of the product ishigh, P&G should try to decrease the price without affecting to the

quality of the product.

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CONCLUSION

It is already said Olay is a product truly born from love, as it was

created by a man as a gift for his wife. In the same sense the majority of the

middle aged women are focusing towards the standard of life using the newly

launched Olay Total Effect anti-aging cream in the competition of other anti-

aging creams as it has good effects at the first use. It has been observed that the

Olay which has setup in India in last decade and now got a good hold on Indian

market in skin care sector also.

Most of the Olay Total Effect anti-aging cream has attracted the

customers and satisfied them at its first launch and its still carrying the same

satisfaction level in every aspect like, price, quality, quantity, brand image etc.

and the product demand is increasing day by day. Thus the Olay will really

occupy a place in the heart and shows its effects in the form of beauty on every

woman who use it as for the reason it has been introduced.

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CHAPTER 7

Questionnaire&Bibliography

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QUESTIONNAIRE

Name :

Gender :

Occupation :

1. What is your age? [ ]

a) 25-35 b) 35-45 c) 45-55 d) 55 above

2. Do you use anti-ageing creams? [ ]

a) Yes b) No

3. If yes, which brand of anti-ageing cream do you use? [ ]

a) Olay b) Fair & lovely c) Ponds d) Grainer

4. How did you come to know about Olay Total effects? [ ]

a) Advertising b) Provision stores

c) Skin Specialist d) Friend & Relatives

5. What made you to go for the product Olay Total effects? [ ]

a) Brand image b) skin care c) quality d) All of the above

6. If no, why didnt you use it? [ ]

a) Unaware about the product b) Dont want to go for a change

c) Other reason, please specify -----------------------------

7. What do you give more preference to while buying an Olay Totaleffects? [ ]

a) Price b) Quality c) Promotional activity

d) Brand image e) others if any (specify) ---------------------

8. Have u found any changes in u after using Olay Total effects? [ ]

a) Yes b) No

9. How do you rate the product Olay Total effects? [ ]

a) Excellent b) Satisfied c) partially satisfied d) not satisfied

10. What is your opinion about the price of Olay Total effects [ ]

a) High b) Reasonable c) Low

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11. When compared to other products how do you feel the performance of Olay Total

effects? [ ]

a) Good b) Best c) Average d) Better

12. Would you like to recommend this product to others? [ ]

a) Yes b) No

13. Does the name Olay suits in the product? [ ]

a) Yes b) No

14. Which cream do you feel superior or closer to Olay? [ ]

a) Fair n Lovely b) Gariner c) Ponds

15. What is your opinion on using of film celebrities in the Advertising of Olay? [ ]a)Very impressive b)Moderately impressive c) Not impressive

16. Do you feel of any need o matching any changes in the product Olay If yes give

Your valuable suggestions

.

.

.

Thank you

Signature

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BLIOGRAPHYBI

MARKETING MANAGEMENT : Phillip Kotler

REASERCH METHODOLOGY : Startified Random Sampling,

Text book of Sampling of

Population by Lemy and

LameShow.

WEBSITES : www.olayindia.com

www.olaycompany.com

www.google.com
http://www.olayindia.com/http://www.olaycompany.com/http://www.google.com/http://www.google.com/http://www.olaycompany.com/http://www.olayindia.com/

olay 1111

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