Marketing Strategy
OLAY SKINCARE
, Executive Summary
Olay, formerly known as Oil of Olay or Oil of Ulay, belongs to Procter & Gamble and it is
one of its multibillion-dollar trademarks. Various challenges are met by the business from the
local competitors and niche brands in the emerging and developed market.
This report presents an examination of the marketing strategy of the Skincare brand that is
Olay. It includes the analysis of marketing activities of Olay together with the introduction of
new face cream in the market.
The purpose of this report is to detect the target market with Marketing strategies, target
market segmentation comprising marketing mix which is a significant aspect for a company
in order to penetrate and improve its market.
2
, Table of Contents
Executive Summary............................................................................................................2
Introduction.......................................................................................................................4
Part 1. Olay Skincare..........................................................................................................4
Marketing audit.................................................................................................................5
Environment Analysis.........................................................................................................5
Current marketing strategy..............................................................................................10
PORTER'S GENERIC COMPETITIVE STRATEGIES.................................................................10
Part 2. Market penetration for new product.....................................................................13
Product rationale and specification..................................................................................13
Anatomy of the product...................................................................................................13
BCG Matrix of Olay.....................................................................................................................13
Olay’s target segment and positioning.............................................................................14
Recommendations...........................................................................................................17
Conclusion........................................................................................................................17
Bibliography.....................................................................................................................18
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OLAY SKINCARE
, Executive Summary
Olay, formerly known as Oil of Olay or Oil of Ulay, belongs to Procter & Gamble and it is
one of its multibillion-dollar trademarks. Various challenges are met by the business from the
local competitors and niche brands in the emerging and developed market.
This report presents an examination of the marketing strategy of the Skincare brand that is
Olay. It includes the analysis of marketing activities of Olay together with the introduction of
new face cream in the market.
The purpose of this report is to detect the target market with Marketing strategies, target
market segmentation comprising marketing mix which is a significant aspect for a company
in order to penetrate and improve its market.
2
, Table of Contents
Executive Summary............................................................................................................2
Introduction.......................................................................................................................4
Part 1. Olay Skincare..........................................................................................................4
Marketing audit.................................................................................................................5
Environment Analysis.........................................................................................................5
Current marketing strategy..............................................................................................10
PORTER'S GENERIC COMPETITIVE STRATEGIES.................................................................10
Part 2. Market penetration for new product.....................................................................13
Product rationale and specification..................................................................................13
Anatomy of the product...................................................................................................13
BCG Matrix of Olay.....................................................................................................................13
Olay’s target segment and positioning.............................................................................14
Recommendations...........................................................................................................17
Conclusion........................................................................................................................17
Bibliography.....................................................................................................................18
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