R&D Olay
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Transcript of R&D Olay
THE ANTI-AGEING MARKET IS ONE OF THE LARGEST IN THE WORLD
The majority of the people want to find a way to fight ageing, which is why there is such a high demand for products which hide or fight the signs of ageing. 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.
Anti-ageing skin care products are expected to grow 11% annually by 2008. The report from Fredonia Group entitled Anti-Ageing 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-ageing 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 subcategoryAnti-ageing products tend to focus on skin care, where anti-wrinkle cosmetics are now taking the market by storm.
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. According to Indian census report 113,742,306 females are in the age group of 34-59 years. So huge potential is lying in.
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.
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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.
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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.
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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.
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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.
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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
• Is OLAY famous as anti-ageing cream?
• Is there any preference for a particular parameter while buying anti-ageing cream?
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The questions that would help in analysis of this question :
Q1. Which Anti-Ageing treatment do you prefer to use or recommend?
This was an important question in our questionnaire because we wanted to know how many ladies out of the sample use anti-ageing cream.
The results showed that 65% of them used anti-ageing cream.
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Q2. If you go for Home made pastes, what restricts you to go for other available solutions?
It was important for us to know the reasons why would ladies prefer to use home – made paste over anti-ageing cream and the result we got showed that fear of side effects was the main factor.
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Q5. Please mention from where you mostly purchase your beauty products.
It was necessary for us to know the place from where ladies prefer to buy the anti-ageing cream.
Q4. Please rank the following parameters on a scale of 1-5 which you consider important when you purchase anti-ageing cream.
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This question’s data was used for analysis of the hypothesis as we wanted to know that which parameter was given more importance by the ladies and the survey result shown that SOUND QUALITY was given more importance.
ANALYSIS:
Is there any preference for a particular parameter while buying anti-ageing cream?
Ho: There is no preference for a particular parameter while buying anti-ageing cream.
H1: There is preference for a particular parameter while buying anti-ageing cream.
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Ratings
• Sound quality - 45• Brand name - 30• Ease of use - 0• Consulting - 25• Appearance/Styling - 10• Promotional Schemes - 25• Availability - 20• Price – 10
Degree of freedom = 8-1 = 7
Level of significance = 5% i.e. 0.05
Critical value = 20.278
Expected value = 165/8 = 20.625
Calculated value = summation of (observed –expected)/expected
= 28.80 + 4.261+ 20.625 + 0.928 + 5.47 + 0.92 + 0.01 + 5.47
=66.478
Calculated value = 66.478
As the calculated value of Chi-square is more than the table value the table value the null hypothesis is rejected i.e. there is preference for a particular parameter and even through the survey its observed that SOUND QUALITY is the preferred parameter.
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Q3. When we say Anti-ageing cream, which all Brands come to your mind?
There are many brands available in the market which are famous in cosmetics and have the captured large market.
We wanted to check that, when we talk about anti ageing creams, which brand comes to minds of ladies.
And response was quite interesting.
55% ladies took name of OLAY
Q6. You decide the Brand to purchase...Page | 13
This question is very important. It tests what percentage of ladies pre decide which brand to go for.
The result shows 65%ladies decide the brand to purchase before going in store. Which means purchase of an anti- ageing cream has much influence of Brand name.
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Q7. Are you familiar with the brand OLAY?
This is basic question to analyze the hypothesis. To check the fame of the brand, first, there need to check familiarity of the brand. We wanted to check out how many people are aware of the brand OLAY
85% ladies are aware of the brand,
60% ladies use it which include regular users and sometime users.
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Q8. How did you hear about OLAY?
This is background question again to see how much ladies are aware of the brand and at the same time which medium of promotion is effective in making people aware of the brand.
Results are very clear,75%of ladies are aware of the brand OLAY as an anti-ageing cream through the medium of TV.
This may be because of the promotional strategies used by the company with the famous actress Sushmita Sen as a brand ambassador.
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Q9.a.Would recommend OLAY to your friend or associate?
b. How likely you to buy OLAY in future?
This checks, whether the customers are happy with the product, and upto what extent ladies are brand loyal for the product. And therefore ultimately verifying the fame of the brand OLAY
30% of ladies said they will recommend OLAY to their friends or associates.
30% ladies are likely to buy OLAY in the future.
ANALYSISPage | 17
Is OLAY a famous anti-ageing creams?
Ho: OPLAY is not famous anti- ageing cream
H1: OLAY is a famous anti-ageing cream.
Applying Chi square test
Q3, Q7, Q9 taken into consideration to analyze this problem.
OLAY Others
60 40
Degree of freedom : No. of observations-1 = 2 – 1 = 1
Level of significance = 5% = 0.05 Critical value through Chi sq. table = 3.84 Expected value = Sample size/No. of
observations
= 100/2 = 50
X*= (60-50)*/50 + (40-50)*/50 = 2 + 2 = 4
Table value < calculated value
Hence, Ho is rejected
OLAY is a famous anti-ageing cream.
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CONCLUSION
The research carried by us is an exploratory research which is followed 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. The first hypothesis was framed to check the preference of consumers for
the 8 parameters given in the questionnaire where Ho was rejected. This
shows that consumers have particular preference for sound quality rather
than price.
3. It has been proved through this survey that Olay is a famous anti-ageing
cream in Mumbai. As it is already seen that Ho i.e. Olay is not a famous
anti-ageing cream was rejected when chi square test was applied on the
survey result. Hence H1 was accepted i.e. Olay is a famous brand.
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LIMITATIONS
1. Small sample size
Considering a big city like Mumbai, a sample size of 100 might not cover
the whole targeted population
2. Response Errors
Many respondents were not involved completely while filling
questionnaires. They just did it for the sake of doing it. Some felt that it is
waste of time.
3. Background Noise
Background noise was also affecting responses. External environment
was also affecting the respondent filling the questionnaire. So the result
might not be accurate.
4. Industry experts’ access
Since we were not from the company so were not offering any free
sample or rewards so consumers were not responding many times.
5. Data collection constraints
The primary and secondary data are limited and are constrained by the
availability and approachability.
6. Age constraints
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Since the target age considered by us was 25+, we couldn’t know the
viewpoints of youngsters on such products. They might not be using it,
but they have their own opinions. Some may be in favor and some may
not.
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Bibliography & Webliography Paneerselvam R., Research Methodology.
Kothari C. R., Research Methodology, Methods and techniques.
www.olay.com
www.gettyingimages.com
www.google.com
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