Olay Marketing Plan

4888 Words Mar 16th, 2013 20 Pages
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
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Line Minimization: Reduces the appearance of fine wrinkles 2. Nourishing Moisturization: For a radiant, healthy glow 3. Tone Enhancement: Balances color & reduces appearance of age spots 4. Gentle Exfoliation: Smoothes and evens skin texture 5.

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