For Men

Idea Generation
Idea for Olay For Men.

External Sources
•Received enquiries from men about Anti Ageing Cream.

•Competitors like Garnier, Vaseline and Emami already existing in the

segment.

Internal Sources:
•Researchers came up with idea of Fairness Cream with Mild Quantity of
Bleach for everyday use and anti-septic for after shave applications.
•Enquiry from Distribution partner and sales also.
 Idea Screening
IS PRODUCT COMPATIBLE WITH OBJECTIVES OF P&G

• What are the risks?

• Market risks are less for anti ageing cream as

no other competitor exists.
• Risks are comparatively higher for fairness
cream and after shave segment.
• No internal risks.

• No strategic risks.
Support from Economy
 Market Indications
• In 2009, the cosmetics industry registered impressive
sales of INR 356.6 Billion (US$ 7.1 Billion) despite the
global economic recession.

• As per research report 'Indian Cosmetic Sector

Analysis (2009-2012)', the Indian cosmetics sector is
expected to witness noteworthy growth rate in the
near future owing to rising beauty concern of both
men and women.
SWOT ANALYSIS
Weakness
Higher Cost: Lower Crest
People Untapped
 Segmenting
• DEMOGRAPHIC
• AGE GROUP: 28 onwards for Anti-Ageing
Cream
• 18 Yrs onwards for Fairness cream
• Behavioral
• Men are becoming aware towards looks
 TARGETING
• Youth

• Upper Middle Class

 POSITIONING
• Anti-Wrinkle.
• Anti-Septic Cream.
• Potential substitutes for After-Shave
lotions.
 PRODUCT DEVELOPMENT
Quality level
Performance: Anti Septic cream and Fair Skin.
Features: Anti Wrinkle, Anti Septic. Substitute for After Shave, All
Season Cream.
Durability:18 months shelf- life.
Conformance: ISO 9001:2000 Company.
Customer Serviceability: 24 hrs Toll Free assistance, online Feedback
System.

R & D Cost: 1/8th of total budget to contribute for R&D cost.

 Test Marketing

Controlled Test Marketing

•Specified Number of Stores at Particular Locations.
•Local Advertisement and promotion.
•Focus Group.
•Send special Commerical panel members to TV sets.
 Commercialization
ARE PRODUCT SALES MEETING EXPECTATIONS?

• When(timing)

• Where(geographical strategy)

• Whom(target market prospects)

• How(introductry market strategy:masda

& aida)
Overall evaluation of product