Procter & Gamble, Olay 2011 - 2012

Procter & Gamble, Olay
2011 - 2012
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 thing that 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 its consultants 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 Vicks Product 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 brand name in 1951. Vicks inhaler: It was also launched in 1951 and created the inhaler market in India. Vicks Formula44: Vicks Formula 44 Cough Syrup was launched in India 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 from RHL) 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 to P&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 Tide Detergent 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 its presently available in five different variants according to different hair types. 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 the price conscious Indian consumer and is presently available in three different variants. Baby Care: Pampers: in June 2003, Procter & Gamble Home Products Limited launched 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 the education 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 be selling 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 highincome 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 to performance. 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 and wrinkles 2. Smoothing exfoliation 3. Balancing colour and tone while reducing the appearance of age spots 4. Fighting dullness for healthy-looking radiance 5. Refining to minimize pore appearance 6. Moisturizing to nourish dry skin and to help firm and subtly lift its appearance 7. Protecting skins surface with antioxidants The 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 of Olay Total Effects with VitaNiacin formulation an exclusive moisturizing combination of three key components - niacinamide (Vitamin B3), Vitamin E and Pro-Vitamin B5 (panthenol). skins texture with gentle
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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 that helps replace lost moisture in the 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 dryness that often occurs in ageing skin, thereby leaving skin well-conditioned. Niacinamide (Vitamin B3), is a water soluble vitamin that has a positive impact 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 and barrier 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 Perspective Clinical 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 VitaNiacin versus 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, as identified by over 6,000 women worldwide; (ii) Efficacy of VitaNiacin has been optimized with the adjunctive use of adequate 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 Effects Regimen 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 Effects today! 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 of Olay 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 of Olay. 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.
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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(Future Group), Shikha Sharma, Health & Wellness Expert, Dilshad Pastakia, Celebrity Hair Stylist, Dr.Colin D'Silva, Principal Scientist, P&G Beauty, Tisca Chopra, Actor & TV Anchor, Anita Dongre, Fashion Designer and Coleen Khan Affonso, Celebrity Beauty Expert at the launch of Olay Total Effects in India.
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CHAPTER 3
Objectives Research Methodology Limitations
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OBJECTIVES
To know whether product awareness is there among different age groups and people. To determine the place of Olay with respects to other competitive skincare cosmetics. To ascertain the factor influencing the purchase of Olay 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 of Olay 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 Opinion Survey Attitude Survey Future inventions Survey The Reason why Survey - Collects only facts. Opinions in various problems are collected. Determines the attitudes of the consumers. Used to find on discover future trends. 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 3) Sampling procedure : 100 : 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 restricted the respondents' choice of answers. The research is limited only too few consumers in Kurnool city.
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CHAPTER 4
Literature 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 or risk .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 and
organization. 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 25-35 35-45 45-55 55 Above Total NO. of respondent 12 48 30 10 100 % of respondent 12% 48% 30% 10% 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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1. What is your age?
60% 50% 40% 30% 30% 20% 12% 10% 0% 10% % of respondent 48%
25-35
35-45
45-55
55 Above
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2. Do you use anti-aging creams?
Particular Yes No Total
NO. of respondent 70 30 100
% of respondent 70% 30% 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. SOURCE: Questionnaire
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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 Olay Fair & lovely Ponds Garnier Others Total NO. of respondent 51 15 10 11 13 100% % of respondent 51 15 10 11 13 100%
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. SOURCE: Questionnaire
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3. If yes, which brand of anti-aging cream do you use?
Percentage of respondent
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4. How did you come to know about Olay Total effects?
Particular Advertising Provisional Stores Skin specialist Friend & relations Total
NO. of respondent 60 12 18 10 100
% of respondent 60% 12% 18% 10% 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. SOURCE: Questionnaire
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4. How did you come to know about Olay Total effects?
Source of information
Advertising Provisional Stores Skin specialist Friend & relations
10% 18% 60% 12%
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5. What made you to go for the product Olay total effect?
Particular Brand image Skin care Quality Just for a trial Total
NO. of respondent 10 30 40 20 100
% of respondent 10% 30% 40% 20% 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. SOURCE: Questionnaire
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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 Extremely Satisfied Satisfied Partially satisfied Not Satisfied Total NO. of respondent 41 29 22 08 100 % of respondent 41% 29 % 22% 08% 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. SOURCE: Questionnaire
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6. How do you rate the product Olay Total effects?
Satisfaction Rating of Respondents

Not Satisfied 8%
Satisfaction Level
Partially satisfy
22%
Satisfied
29%
% of respondent
Extremely Satisfied
41% 0% 10% 20% 30% 40% 50%
Percentage
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7. When compared to other products how you do feel the performance of Olay Total effects?
Particular
NO. of respondent
% of respondent
Good Better Average Poor Total
58 26 10 06 100
58 26 10 06 100%
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. SOURCE: Questionnaire
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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 Fair & Lovely Garnier Ponds Total
NO. of respondent 50 30 20 100
% of respondent 50% 30% 20% 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.
SOURCE: Questionnaire
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8. Which cream do you feel superior closer to Olay?
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9.
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Have you found any changes in yourself after using Olay Total effects?
Particulars Yes No Total
No. of Respondents 85 15 100
% of Respondents 85% 15% 100%
INTERPRETATION: Above table reveals that 85% of the respondents feel change after using Olay Anti-Aging Cream where 15% doesnt feels any change. SOURCE: Questionnaire
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9. Have you found any changes in yourself after using Olay Total effects?
15%
Yes No 85%
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10.What is your opinion about the price of Olay Total effects? Particulars High Reasonable Low Total No. of Respondents 48 33 19 100 % of Respondents 48% 33% 19% 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. SOURCE: Questionnaire
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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 ?
Particulars Yes No Total
No. of Respondents 89 11 100
% of Respondents 89% 11% 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. SOURCE: Questionnaire
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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 of Olay?
Particulars Very Impressive Moderately Impressive Not Impressive Total
No. of Respondents 65 30 5 100
% of Respondents 65% 30% 5% 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. SOURCE: Questionnaire
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12. What is your opinion on using of film celebrities in the advertising of Olay?
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CHAPTER 6
Findings Suggestions & Conclusion
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FINDINGS
The majority of the respondents who are consuming Olay total effect Anti-Aging Cream are between the age group of 35 45 the youngsters are ignored. Though it is a new product from P&G, the majority of the respondents are using Olay Total Effect anti-aging cream. Advertisement has a good effect on the customer to use Olay Total Effect Anti-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 on the customers. Majority of the respondents are extremely satisfied with the performance product.
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SUGGESTION
P&G ought to pay concentration to improve the brand image, as it is also a major factor for customer to buy a product. Theres lack of advertising through provisional stores, P&G should need to take care of it P&G should have to pay more concentration towards the competitors like Fair & Lovely and Garnier. It is suggested to focus on the youngsters also, so that the company could have good hold on all the age groups. As the Majority of the respondents said that the price of the product is high, 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 antiaging 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 : : : [ b) 35-45 c) 45-55 d) 55 above [ ] ]
1. What is your age? a) 25-35
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 c) Skin Specialist b) Provision stores d) Friend & Relatives
5. What made you to go for the product Olay Total effects? a) Brand image b) skin care 6. If no, why didnt you use it? a) Unaware about the product b) Dont want to go for a change c) quality d) All of the above
c) Other reason, please specify ----------------------------7. What do you give more preference to while buying an Olay Total effects? 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 [ d) not satisfied [ ] ] 9. How do you rate the product Olay Total effects? a) Excellent b) Satisfied c) partially 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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BIBLIOGRAPHY
MARKETING MANAGEMENT : REASERCH METHODOLOGY : Phillip Kotler Startified Random Sampling, Text book of Sampling of Population by Lemy and LameShow. WEBSITES : www.olayindia.com www.olaycompany.com www.google.com
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