After its launch in June 2000, Olay Daily Facial or ODF showedpositive results in terms of sales and acceptance in the market.Procter & Gamble invested $59 million in the marketing campaignfor the new facial cleansing product. However, a few challenges wouldsoon follow. The entrant of Dove’s facial cleansing cloth indicatedthat ODF needed a boast in marketing. The major challenge isidentifying the target audience for the marketing campaigns.Secondly, Tim and his team were faced with the challenge isdetermining the best strategies to reach the target audience. Lastly,the marketing team faced the challenge of leveraging the Olay brandwith the ODF in order to achieve optimum benefit. The issues thatneed to be seriously addressed are the identification of the targetaudience and the ways of reaching such potential clients.
Market segmentation is an essential element of marketing for anyorganization. It is a process that ensures that an organization canfocus on specific group of customers with particular needs. In thecase of ODF, it is pointless to target the mass market with thecleansing cloth. The market should be divided into males and females.Secondly, it is evident that this cloth is more likely to be used bywomen than men. Consequently, women aged 40 years and below are morelikely to use the cloth as opposed to elderly women. As such, it isimportant to segment females into three categories ages 17 to 40years, ages 40 and above and women with sensitive skins. Young womenbelow the age of 40 years are overly concerned about theirappearance. As such, they will need the cleansing cloth most. Theyare also well informed and have access to information and trends inthe beauty industry (Gospe 98). The women with sensitive skins arecareful about the skin care products they buy and use. In addition,they require more information about skin products than other groups.
Women between the ages of 17 and 40 years should be the target ofODF. Clearly, this is a market segment that is in much need of skincare products. Furthermore, they are interested in making their skinsappear smooth and glowing. ODF should also take the advantage of thefact that most of the people is this segment are literate and canaccess information through varied means. The segment comprising menwas rejected since not many men use skin care products. However, itis essential to note that marketing campaigns should not becompletely removed from this segment. For the segment comprising 40years and older women, it is evident that there are a considerablenumber of them who use skin care products. However, this numbercannot surpass the one for the 17 to 40 years.
It is essential for ODF to position its facial cleansing cloth inthe niche it has identified in the market. Primarily, positioningyour product in the market and identifying it in the eyes of thecustomer requires that the product be unique and possess certainattributes lacking in the competitors products. ODF must inform thepotential clients that ODF was indeed the pioneer in the facialcleansing cloths’ sector and others copied what ODF did.Furthermore, ODF must inform the clients of the Olay’s brandassociation with the facial cleansing cloth. Lastly, it is criticalto mention that the cloth serves the purposes that the soap and themoisturizer serve hence reducing the cost. Whereas the soap onlycleans, the cloth cleans and dries the skin. On the other hand,moisturizers only supple the skin, but does not clean. Positioningstatement: As a pioneer in the facial cleansing sector, ODF, fromyour favorite brand, Olay ensures that your skin is cleaned,moisturized and dried all in one instance.
An effective marketing strategy is essential for ODF because ofcompetition from Dove and other new entrants. The strategy mustutilize all the possible avenues to reach the target market segment.For instance, the use of posters, radio and televisionadvertisements, social media platforms such as Facebook and twitter,as well as the use of emails and text messaging services will ensurethat the target market is reached. Furthermore, marketing campaignmust rely on the Olay brand to create confidence among the consumers.The content of the marketing message must always address the benefitsof the new product (Gospe 114). In this case, the message musteducate the client on the easy usage of the product and the low cost.In the television and social media advertisements, it is prudent tohave videos that demonstrate the usage of the towel and the outcomes.People in the videos must show their emotional responses to the useof the cleansing cloth. A marketing campaign for ODF is an advantagefor the Olay brand. However, the use of Olay’s brand as acampaigning tool will also work towards the advantage of ODF.
A marketing mix is aimed at placing a company’s product at the topin the market. In ODF’s case the priority should be retaining thecurrent customer base. It is reported that the company already has10% of the market. New entrants might attract some these clients andODF must make the necessary marketing mix decisions to ensure thatsuch clients are retained. Furthermore, it is important to seek newclients in the market. A decision to use the 4Ps of marketing mixmust be reached.
It is essential for ODF to sell the cleansing cloth at a price thatis lower than that of the competitors. However, the decision to lowerthe price must consider the effects such a price might have on theclient’s views regarding quality.
Access to a product or service plays a crucial role in winning theheart of a client. Therefore, a decision must be made to makeavailable the cloths in stores near the clients. Moreover, it isimportant to sell the product online and offer delivery services toclients.
The product must meet the expectations of the clients. In otherwords, the company must produce cleansing cloths that are of goodquality and that lead to the outcomes that the client expects.
This is essential to the retention of current clients and theattraction of new customers. Decisions must be reached to investheavily on the marketing of the product. Furthermore, it is essentialto use varied marketing channels to maximize the number of clientsthat will be reached.
Gospe, Mike. Marketing Campaign Development: What MarketingExecutives Need to Know About Architecting GlobalIntegrated Marketing Campaigns. Cupertino, CA: Happy About,2015. Print.