INTERNATIONAL

MARKETING
MANAGEMENT
PROJECT Submitted by:
Ankita Kohli E-09
Mahak Gugliani E-10
Avinash Talreja E-35
Sai Giridhar E-37
Pradeep Kapil E-38

1
ADOPTATION OF THE INDIAN
CULTURE BY OLAY to
capture Indian market

2
 About Olay
Olay is a $2 Bn global brand has met with
phenomenal success in all the markets it
entered
At that time the brand was named Oil of Olay.
Later when P&G acquired it, the brand was
renamed Olay.
Olay was launched in India in August 2007
Olay is tapping the premium slice of the Rs
2100 crore Indian skin care market.

3
 Mission Statement

To enhance all that is beautiful in women

by providing simple to sophisticated skin
care solutions to continually improve
women's skin and women's lives.

4
What is marketing mix??

5
OLAY and it’s 4 P’s

6
 Product - India

The Olay Products available in India are:

1. Classic:
a) Olay Moisturizing Lotion
b) Olay Moisturizing cream

7
 Product - India

The Olay Products available in India

2. Total effect
a) Total Effects Normal
b) Total Effects Gentle
c) Total Effects Cleansers

8
 Product - USA
The Olay Products available in US are:

1. Olay Professional
2. Definity
3. Regenerist
4. Total Effects
5. Complete

9
 Product - USA
6. Deep Cleansing
7. Daily Facial
8. Age Defying Series
9. Olay Classic
10. Olay Body Lotion
11. Olay Body Cleansing
12. Cosmetics

10
Cultural Impact on the product
 India is a market where
anti-ageing solutions are
nascent as people use
chandan, tumeric and
various home made
products which are
considered natural,
affordable and effective.
Olay was therefore
launched in a category to
tap into the premium
segment before its goes
mass with its brand.
 Cultural Impact on the product
The products are launched in India keeping in
mind the Indian climatic conditions. The climate
is generally hot throughout the year in India,
Olay launched products and packaged them
accordingly.
The talk about “how to break the cycle of dry
skin” and the damage of UV radiations and how
olay helps in reducing it.
 Cultural Impact on the product
 Since the product is new to the Indian
market, they launched the product in
smaller packets so as to induce the
potential customers to try the new product
thereby braking the conventional methods
of using home made pastes.
The Key ingredients used were changed
because of difference in the skin types in
India.
 Promotion
The Brand Worldwide uses the Tagline

“LOVE THE SKIN YOU ARE IN” .

The Brand believes that looking good &

feeling good are inseparable.
 Cultural Impact on the promotion
The company has planned huge investment on
electronic and print media including online promotion
for publicity and marketing of the product. They use:

 Television Advertisements
 Teasers
 Hoardings
 Magazines
 Newspapers

They are using “Pull promotion mix strategy” to

attract our customers as we are new in the market.

15
 Cultural Impact on the promotion
• Olay has its separate website for the
Indian market.
http://www.olay.co.in

• They made use of the other social

networking sites like facebook as most of
the Indian working woman are now tech-
savvy and use these networking sites for
business purposes.
Free Samples
The website
provides options
wherein the
customers can fill
in the details to
avail free samples.
It emphasis on the
Indian mentality
of trying
anything which is
free.
17
 Promotion – India
Brand Endorsement
Olay is being endorsed
by bollywood’s most
famous celebrities
Sushmita Sen, Kajol and
Katrina Kaif, They are the
most downloaded Indian
actresses on the net with
most reputed brand
endorsements in their
kitty. They are the face of
international fairness
cream Olay in India.

18
Mass Media
Olay places
advertisements in
magazines which are
most popular
amongst the indian
woman such as
Cosmopolitan,
Femina, Elle etc

19
 Website
 The website provides a
coupon which consumers
can print outs to avail
discounts

 The professional advice

is available for the
customers to build
customer relationships

20
Olay Club
 FAQs
They have special
FAQ’s keeping in
mind the Indian
woman and answers
for India on their
website so as to
give a personalized
touch to the Indian
customer:
Promotion - Advertisement
Promotion - testimonials
Testimonials by famous
indian actresses:

 “When it comes to
fighting the 7 signs of
ageing. I trust only Olay
Total Effects”
-Kajol
 “In just one year, my skin
feels so many years
younger.”
-Soha Ali Khan
 Price - India

Olay Moisturizing Lotion 150ml: Rs 399

Olay Moisturizing cream 50gm: Rs 199
Olay total effects anti ageing cream 50gm: 699

Initially “Value based pricing approach” was

used for the evaluation of price.
The prices reflect a strategy of:
1. Market penetration pricing.
2. Delivering maximum satisfaction by giving
affordable price.
25
 Price - USA

 In US prices range for total effect

varies from 19 to 30 US $ .
 while Olay classics the price ranges
from 20 to 25$
In USA, there is bundle pricing strategy
is also being followed.

26
 Cultural Impact on the price
Since the competition in the Indian market is
fierce and they need to capture a major
share, olay has an introductory price which
are currently cheaper than the US prices.

As per the standard of living in India and the

income levels, the product is still considered
expensive and a premium product.
 Cultural Impact on the price

They could not use bundle pricing

strategy as very few products are
available in the Indian market.

They offer discounts and rebates which

further slashes the prices
 Place
 P&G launched Olay in July 2007 in India.Initially Olay
was available in market as an imported product.

 Olay Total Effects was launched in 6 metros for the first

phase of the launch, and the company planned to extend
its presence to 25 cities and then add another 44.

 The brand was made available in around 2,000 outlets in

Delhi, Mumbai, Kolkata, Chennai, Hyderabad and
Bangalore.

29
 Cultural Impact on the Place
At launch of the product strategy of “Selective
distribution” was used. Marketing through well
known stores and outlets like hyper retail stores,
chemists, beauty advisors and the existing
distributors in Delhi, Mumbai, Kolkata, Chennai,
Hyderabad and Bangalore for assured reach of
the product through well established channels.

They give special trade discounts for retailer that

places volume orders. The retailers also gather
research information for the company.
30
 Cultural Impact on the Place
There are special Olay counters at cosmetics
stores with counseling by expert beauty
consultants at departmental stores

There are large modern retail outlets and further

education on skincare and Olay as a brand.

“Indirect marketing channel” for the distribution

of the product.
 Place - USA
The products can be found in mass
merchandise stores such as Costco or Sam’s
Club unlike India.
Even US follows indirect channel of
distribution
These products can also be found in the local
grocery stores and drug stores.
US follows mass distribution of the product as it
is a well established brand existing over
years.

32
 Segmentation

Demographic segmentation that is on the

following basis:
Age - Above 35
Income Level – 30,000 and above
Gender - Females
Social status – High middle class

33
 Target strategy
Olay have used “Segmented marketing” while
targeting the customers. They target:
Middle aged women of more than 30 years age
of higher middle class.
As our product removes wrinkles that are formed
on the skin of middle aged women.
Also geographically the target customers are:
People residing in metros and Tier 2 cities.

34
 Positioning
A positioning built on meaningful differences,
supported by appropriate strategy and
implementation, can help the company build
competitive advantage.
Olay positioning the product in the minds of
people by the slogan and logo that reflects
youth, as it makes the skin wrinkle free like the
skin of young people
The brand is positioned as a brand that
celebrates beauty within and outside
“Be Young Again”

35
 Competition

The premium skincare segment was in

a vacuum ever since HUL decided to
cater to the massive segment by
repositioning Lakme and Ponds. Now
even P&G and ITC is seriously looking
at premium segment.

36
 Conclusion
Besides this anti-ageing product, Olay has
introduced cleansers, whitening lotions and
moisturizing lotions. The brand is expected
to introduce its blockbuster range of
products in India in a phased manner.

With the growing market and competition the

brand will soon experience a marketing war
in the days to come.

37
THANK YOU