Background study

The anti-aging market is one of the largest in the world. The majority of these
people want to find a way to fight aging, which 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
rejuvenation — motion wrinkles. The FDA has only approved Botox for use on an
extremely limited area (less than 5% of our entire face). Regular injections risk
skin and nerve damage and actually thin the skin exacerbating some skin problems.
The effect of Botox injections almost completely disappear within 3 to 6 months.
After which we need to again and again set up appointments with a doctor, get a
new set of injections and spend more money (about $700)...every 3 to 6 months.
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 nanosphere 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 expected to grow 11% annually by 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, olistic approach to personal care has
regenerated itself in the form of organic preservatives. Despite a shorter shelf life,
they provide aroma therapeutic and anti-oxidant wellness for the user, while
preserving the integrity of the product. Organic personal care and cosmetics are
expected to grow into a US$5.8 billion market by 2008. In Latin America, in spite
of the region's low disposable income, the past two years have seen skin care
march ahead of hair care as the fastest growing product sector. Mainly due to new
technologically advanced products, anti-aging and anti-cellulite sales increased by
22% and 25%. This is also due to the fact that people under 30, in the hopes of
preventing wrinkles and maintaining a youthful look, are buying more anti-aging
products. Consumers have also become increasingly well informed about the
advances in the skin care sector. The report from Fredonia Group entitled Anti-
Aging Products sets the 2004 market for health maintenance products at $18
billion in 2004, compared with just $2 billion for appearance products. The overall
anti-aging market was set to grow by 8.7 per cent a year over the next five years,
reaching a total value of $30.7 billion by 2009, compared to an estimated value of
$20.2 billion in 2004. But although health maintenance products are expected to
increase by 13.6 percent, appearance products are slated for 17.6 percent growth,
with the highest increase, of 19.8 percent, in the skin care subcategory. Anti-
ageing products tend to focus on skin care, where anti-wrinkle cosmetics are now
taking the market by storm. Euromonitor International estimated that the total
market for skincare products is valued at $38.3 billion globally, a figure that is
second only to the hair care sector. However, breaking this down
for products specific to the anti-ageing market, the figures are even more
dramatic. For products that target specific age-related conditions, the global
market was estimated at $6.9 billion in 2003, indicating a growth rate of 11.4 per
cent. India's personal care market is becoming more sophisticated as the country
Westernizes according to a Kline and company report published earlier this year.
According to Indian census report 113,742,306 females are in the age group of 34-
59 years. So huge potential is lying in.
Watching this opportunity International direct seller Mary Kay Inc. has set up its
Indian subsidiary, Mary Kay Cosmetics Pvt. Ltd., in Gurgaon, New Delhi. The
company plans to invest approximately $20 million in the country over five years.
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 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.
ABOUT OLAY
Olay is launched in 1957 in South Africa, now Olay is present in over 55
countries globally. In India, the brand has been distributed and has been
available in the grey market as well. Olay was formulated as a fluid moisturizer by
South African chemist-entrepreneur Graham Wulff and launched officially in
1957. Once popular as 'Oil of Olay, the pink lotion' it is now known as just 'Olay'
and enjoys a high recall value in India.
The anti-ageing cream, Olay Total Effects, has been launched only in six metros in
the first phase in India and has been endorsed by former Miss Universe and actor
Sushmita Sen. "Initially 'it is made available at around 2,000 outlets including
hyper retail stores, chemists, beauty advisors and the existing distributors in
Hyderabad, Delhi, Mumbai, Kolkata, Chennai, and Bangalore,". After the
overwhelming response by discerning Indian women to the Olay Total Effects,
P&G has now initialed a unique campaign - The Olay Total Effects Challenge*.
This is an opportunity to enable many more women to experience the delight of
one product that takes care of several ageing skin needs. Olay is not alone in its
efforts to increase prices at $27.99 each also. In skin care, L’Oreal and Neutrogena
sell products for over $20, and an influx of European brands carry price tags as
high as $80 in some drugstores. In the cosmetics aisle, Physicians Formula has
fueled sales and space gains with premium prices, but this spring Max Factor and
Revlon's Vital Radiance faile to convince women to pay more for their offerings.
Both lines have lost display space and Revlon has discontinued Vital Radiance.

Introduction
Olay is a $2 Bn global brand
•Olay was born in the lab of a chemist Mr Graham Wulffin the early
1950's.
Brand was named Oil of Olay but later P&G acquired renamed brand
as” Olay”
Indian skincare market ~ Rs 2,100 cr
Skincare moisturiser market ~ Rs 1,600 cr
Premium Skincare Market ~ 450 cr
Skincare market has been steadily growing at 16 per
cent as of last year
Anti-Ageing Market ~ 60 cr

Market Strategy
•People conscious of the effects of age
•High disposable family income and working woman
•Gender -Females
•Social status –High middle class and above

Segmenting
•Middle aged women of more than 35 years age of higher middle
class.
•People residing in metros and tier-1&2 cities

Targeting
•Product is positioned in the minds of people by the slogan that
reflects youth “Be Young Again”

Positioning
Product pricing &
DistributionPricing Strategy
•Market Penetration Pricing –Low Introductory Pricing of
Rs.89/-per soap of 150 gram
•Maximum satisfaction by giving affordable price
•The only high quality anti aging soap in the market.
•Competing with anti aging creams
•Usage of creams and lotions fall drastically in summers.
Distribution Strategy
•Single level: Company Retailer Consumer
•SelectiveDistribution.
•Chemists, Beauty consultants and Spa outlets.
•Well known departmental stores and retail outlets.
•Special trade discounts for retailers placing volume orders.
Marketing & Financial
objectives The main objectives are:Primary market
objective is to achieve more than 10,00,000 pc of sale.To capture
10-15% of the market share initially.To create interest among
customers.Focus on quality First Year Objectives: -
Objective is to build awareness among customers about soap
Heavy expanses will be made on advertising to attract the
customers.
Aiming for a 10-15% share of the market in the first year.
Aim to reduce cost by at least 5%.Second year objective: -
Heavy advertisement to keep attracting new customers
Quality improvements to earn customers loyalty
Introduce new variety in anti-aging soap.
To achieve a 17-20% of market share and to reduce cost by
10%.

Secondary Data
Launched in 1957 in South Africa, now Olay is present in over 55 countries
globally. In India, the brand has been distributed and has been available in the grey
market all this while. Olay was formulated as a fluid moisturizer by South African
chemist-entrepreneur Graham Wulff and launched officially in 1957.

Once popular as 'Oil of Olay, the pink lotion' it is now known as just 'Olay' and
enjoys a high recall value in India. The Indian skincare market grew by 9.4% in
2003 to reach a value of $94 million. The compound annual growth rate of the
market in the period 1999- 2003 was 10.8%. Annual growth has fallen steadily
from its 2000 high of 12.0% to a low of 9.4% in 2003.

The anti-ageing cream, Olay Total Effects, has been launched only in six
metros in the first phase in India and has been endorsed by former Miss
Universe and actor Sushmita Sen. "Initially 'it is made available at around 2,000
outlets including hyper retail stores, chemists, beauty advisors and the existing
distributors in Hyderabad, Delhi, Mumbai, Kolkata, Chennai, and Bangalore,".
After the overwhelming response by discerning Indian women to the Olay Total
Effects, P&G has now initialed a unique campaign - The Olay Total Effects
Challenge*. This is an opportunity to enable many more women to experience the
delight of one product that takes care of several ageing skin needs.
Olay Total Effects' Vita Niacin Technology helps Indian women fight the seven
signs of ageing It is a breakthrough anti-ageing moisturizer containing the patented
Vitaniacin formulation. P&G Home Products Limited is one of India's fastest
growing Fast Moving Consumer Goods Companies that has in its portfolio P&G's
global brands such as Ariel and Tide in the Fabric Care segment, and in the Hair
Care segment: Head & Shoulders - world's largest selling anti-dandruff shampoo;
Pantene - world's No. 1 beauty shampoo; and Rejoice - Asia's No. 1 shampoo.
P&G Home Products Limited is a 100% subsidiary of The Procter & Gamble
Company, USA that in India, has carved a reputation for delivering superior
quality, value-added products to meet the needs of consumers.
The Indian skincare market grew by 8.5% in 2003 to reach a volume of
69 million units. The compound annual growth rate of the market volume in
the period 1999-2003 was 8.8%.The strongest growth was in 2000 when the
market grew by 9.1%.
The leading revenue source for the Indian skincare market in 2003 was
the facial care sector, which accounted for just over 72% of the market's
value. In value terms this sector was worth $67.9 million in 2003, an increase of
49% since 1999. Despite its leading position, the facial care sector was
outperformed by body care, which grew by 62% between 1999-2003. In addition
the body care sector generated the second largest revenues in 2003, reaching a
value of $12 million, equivalent to 13% of the market's value. It is unlikely that
this sector will challenge the leading sector's position going forward. Because of
the limitations of resources and funds we are taking secondary data as of 1999-
2003 which is quite old. In theory and background a better and real scenario is
projected. Hence figured data have its own limitations.

Market Value Forecast

In 2008 the Indian skincare market is forecast to have a value of $134
million, an Increase of 42.8% since 2003. The compound annual growth rate of
the market in the period 2003-2008 was predicted to be 7.4%.
The Indian skin care market has experienced an exceptionally high rate of
growth during the past five years making it one of the world's strongest
performing skin care markets. Its present value in India is $525 Mn. However, its
growth rates are forecast to fall over the next five years. The Indian skin care
market reached a value of $94.1 million in 2003, having grown with a compound
annual growth rate (CAGR) of 10.8% in the 1999-2003 periods. This growth was
substantially larger than that of the Asia Pacific market itself, leading to the Indian
market’s share rising by 0.2 percent age points during 1999-2003, accounting for
0.9 % of the Asia-Pacific market by the end of this period. During the next five
years the market is expected to experience declining growth rates. By 2008, the
market is forecast to reach a value of $134.3 million, which equates to a CAGR of
7.4% in the 2003-2008 period, higher than the Asia-Pacific and global market
CAGRs of 4% and 3.9% respectively.
Olay is not alone in its efforts to increase prices at $27.99 each also. In skin
care, L’Oreal and Neutrogena sell products for over $20, and an influx of
European brands carry price tags as high as $80 in some drugstores. In the
cosmetics aisle, Physicians Formula has fueled sales and space gains with
premium prices, but this spring Max Factor and Revlon's Vital Radiance failed to
convince women to pay more for their offerings. Both lines have lost display space
and Revlon has discontinued Vital Radiance.
Literature review

Looking better seems to equate with looking younger, and there is a readily
apparent fear of aging. Many Urban adults seem to be dissatisfied with their
natural appearance. In an online poll, Popular Demographics asked adults to rank
their level of happiness with their personal appearance, and on a scale of 1 to 10
(with 1 being least happy), nearly half of the 2510 respondents (47 percent) gave
themselves a score of 5 or lower. The poll found that: 87 percent of adults say that
if they could change any part of their body for cosmetic reasons, they would; half
would change multiple body parts … Fewer than 1 in 7 adults (18 percent of men
and 10 percent of women) are happy enough with their bodies that they wouldn’t
change a thing. A survey released by the Federation of Indian Chambers of
Commerce and Industry (FICCI) reveals that 12 personal care products
would continue to register growth rates that vary from 10 per cent to 20 per
cent and above. With the skin care market showing double-digit annual growth,
P&G-owned Olay arked its entry into the $535 million Indian skin care market
with Olay Total Effects Anti-Aging cream. "Today, anti aging is only 3% of the
total skin care market at [$15 million], which means there is huge potential. It has
been doubling every year for the last three years," said Sumeet Vohra, head of
marketing, P&G India. "With our latest Olay anti aging product, we feel we can
make a difference to Indian women with specific skin care needs. With the launch
of four new Olay brand skin care products, we want to establish a strong presence
in the country." P&G rival HUL launched its Pond's International range of skin
care with targeted approach for every age group and skin type, and Olay's delayed
entry might cost the company some market share. Justifying the move, Vohra
added, "There are other players already present in the market, but we delayed our
entry because we wanted to be absolutely sure that the product is right for Indian
skin. We also tweaked the product a bit to suit Indian skin types. Secondly, we
wanted to make sure that it is right from an economic standpoint, and we believe
the time is right now. Today, women are more willing to embrace anti aging
products, since looking youthful is a key beauty trend. Finally, this move fit in our
sequence of priorities, because whenever we launch something new, we want to
focus on it and put in the right amount of resources and energy behind each one of
them." Olay Total Effects has been launched in six metros for the first phase of the
launch, and the company plans to extend its presence to 25 cities and then add
another 44. In speaking about the market share the company looks to gain with the
Indian launch of the new product, Vohra said that the anti-aging products market is
still nascent in the
country, so there is ample room for the company to grow. "There is a great need to
increase awareness about this product. Initially Olay Total Effects will be available
in around 2,000 outlets— including hyper retail stores, chemists, beauty advisors
and through existing distributors in Delhi, Mumbai, Kolkata, Chennai, Hyderabad
and Bangalore," Vohra added. The company has previously introduced three other
skin care ranges—White Radiance, Beauty Fluid and Olay Cleansers—to the
Indian market.
"We are seeing price escalation in skin care," said Carrie Mellage, industry
manager, consumer products, for Kline & Co., noting that women are seeking
products with technology that improve their appearance. Mellage said that dollar
sales across all beauty channels including mass, prestige, spa, specialty and direct
-- are increasing at a more rapid clip than unit sales, indicating that price tags are
inching up. Last year, dollar sales of facial treatments increased 7.8 percent, while
unit sales grew 3 percent, according to Kline and Co.'s Cosmetics & Toiletries
USA 2005 Report. Industry consultant Allan Mottus declared, "Drugstores need
MAC Cosmetics and Clinique pricing to survive. The problem is the consumer
isn't willing to pay those prices. She's feeling pretty burnt out." Referring to Max
Factor and Vital Radiance's troubles, Mottus continued, "retailers were initially
attracted by their higher price points, but that excitement didn't hold the last three
or four months."
A higher cash register ring does come with challenges. For instance, several mass
retailers have locked Definity behind glass to prevent theft. Brace said that P&G is
working to resolve such issues as price points climb higher. He added that on shop-
along with consumers who buy beauty across multiple channels, P&G found that
many women arrived at department store counters armed with knowledge and in
some cases knew more than the beauty adviser. Brace said, "The consumer drive
for sophistication is driving prices higher." “It is the working woman who is more
conscious of the way she looks rather than the woman who stays at home. And in
India that segment is still small, unlike the Chinese market where there is a high
population of working women. To that extent, the brand might have its limitations
in India” said Dr. R. K. Joshi
senior consultant and coordinator of dermatology at Indraprastha Apollo
Hospital New Delhi.

Anti-ageing solutions are nascent but gaining ground

Fastest growing segment in the skincare market (approximately 3 per
cent of the overall skin category, it has doubled in the last three years)
Development of the skincare category in India
MARKET SEGMENTATION

In 2003, facial care products totaled 72.1% of the Indian skincare market Body
care made up a further 12.8% of the market's value. Sun care products held the
smallest share (4.2%) in 2003. Till this time market for anti aging was not created.

MARKET VALUE FORECAST

In 2008 the Indian skincare market is forecast to have a value of $134

million, an Increase of 42.8% since 2003. The compound annual growth rate of the
market in the period 2003-2008 was predicted to be 7.4%.

RESEARCH METHODLOGY

A research methodology defines what the activity of research is, how to

proceed, how to measure progress, and what constitutes success

RESEARCH DESIGN

A research design is a logical and systematic plan prepared for directing a

research study. The methodology and techniques designed is the program that
guides the investigator in the process of collecting, analyzing and interpreting data.
The research in this case is exploratory research. Single cross-sectional study has
been used here. Information has been collected from a given sample of population
only once by drawing the sample of respondents from the target population.
A Research Design consists of the following parameters: -
Exploratory research will be done on the information collected
Use of descriptive research in conclusion research design to attain the
objective of research through “single cross-section design”
The measurement and scaling procedure that can be adopted for the
research are dependent on the questionnaire designed and validity or
degree of precision desired.
Questionnaire design
Sampling process and sample size.

REASONS FOR CHOOSING A PARTICULAR RESEARCH DESIGN

Exploratory research: Since this research helps to assist the decision

maker in determining, evaluating and selecting the factors which prompt
consumers to buy anti aging products from external sources and reports.
Descriptive research: This method is used by analyzing the questionnaire
that had been filled by consumers to find the main factors among the
factors that had been spotted by exploratory research.
Single cross sectional design: Since the data collected in primary
research through administration of questionnaire will be done for one
sample of respondents drawn from the target population of consumers and
this survey will be conducted once.
Secondary data:

Secondary data was collected mainly through the Internet, companies’ websites
and based on the talks with the company report.

Primary data:

The Primary Data was collected from the survey which involved meeting with
consumers and getting a Questionnaire filled.

Scope of the study:

Area: Mumbai and Thane

Time: 1 month

Product scope: The products in the anti aging segment of all

Companies

Defining the target population:

With regards to consumers any individual above the age of 25 formed the
part of target population

Sampling Frame:

Consumers were selected on the basis of convenient judgmental sampling.

Sample size:
The Sample Size for Consumers is 100.
ASSUMPTIONS FOR THE STUDY

The research is done by not focusing on the effects of time and cost
consideration.
The selected sample unit, sample and sample size will be representing the
target population.
The method of convenient sampling and sample frame selection will not
lead to much error in answers.
The degree of confidence and degree of precision are enough for the
study.

RESEARCH METHODOLOGY PROBLEM

• IsOLAY famous as anti-ageing cream?

• Is there any preference for a particular parameter while buying antiageing
cream?

RESEARCH QUESTIONS AND

THE HYPOTHESIS

1. Does age have relation with use of anti-ageing products to consumers?

Ho: Age doesn’t have relation with use of anti-ageing products to consumers
H1: Age has relation with use of anti-ageing products to consumers

2. Does Income have any relation with use of anti-ageing products to consumers?

Ho: Income doesn’t have relation with use of anti-ageing products to consumers
H1: Income has relation with use of anti-ageing products to consumers

3. Does Brand name affects the purchase decision?

H0: Brand Name doesn’t affect the purchase decision

H1: Brand Name affects the purchase decision

4. Does Quality affects the purchase decision?

H0: Quality doesn’t affect the purchase decision

H1: Quality effects the purchase decision

5. Does Price affects the purchase decision?

H0: Price doesn’t affect the purchase decision

H1: Price affect the purchase decision

6. Does Promotional schemes affect the purchase decision?

H0: Promotional Schemes doesn’t affect the purchase decision

H1: Promotional schemes effect the purchase decision

7. Does marketing (consulting) affect the purchase decision?

H0: marketing doesn’t affect the purchase decision

H1: marketing affect the purchase decision

8. Does packaging affect the purchase decision?

H0: packaging doesn’t affect the purchase decision

H1: packaging effect the purchase decision

9. Distribution (availability) affects the purchase decision?

nnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnbbbbbbbbbbbbbbbbbb
vvvvvvvvvvvvvvvvvv

H0: Distribution doesn’t affect the purchase decision

H1: Distribution affect the purchase decision
 Questionnaire Analysis
&
Findings
1.Anti-Ageing treatment preference to use or recommend
users→
options↓

2. What restricts consumers to go for other available solutions

Please mention from where you mostly purchase your beauty products
Are you familiar with the brand OLAY
How did you hear about OLAY
Does age have relation with use of anti-ageing products to consumers?

Ho: Age doesn’t have relation with use of anti-ageing products to consumers

conclusion

The research carried by us is an exploratory research which is to follow by

Descriptive research. We tried to identify those factors which affect buyer’s
perception for any product.
1. P&G is one of the leading companies in personal care segment of the world
and it has entered in India with few ranges in beginning.
2. Age and income do not affect buyer’s purchase decision for this product, it is
because number of Indian females who are involved in social activities is
increasing with the disposable income of them.
3. All 8 factors are influencing but on different level so for further descriptive research
these factors can be converted in to 3-4 factors only by factor analysis.

Limitations:
1. Many respondents were not involved completely while filling questionnaires.
2. Background noise was also affecting responses.
3. Since we were not from the company so were not offering any free sample or
rewards so consumers were not responding many times.
4. Sample size is very small it might not covering whole targeted population.
5. The primary and secondary data are limited and are constrained by the availability and
approachability.