Forewarned is forearmed - Olay Promotion Documentary.docVIP

 PAGE \* MERGEFORMAT 9 Forewarned is forearmed - Olay Promotion Documentary Procter amp;amp; Gamble’s Oil of Olay cosmetics from China has been swept off thousands of women. In 2001, in order to further enhance the Oil of Olay upscale, stylish image and promote sales, Oil of Olay full upgrade and replacement of the product packaging. With the overall escalation of Oil of Olay, Procter amp;amp; Gamble launched a strong ‘surprise yourself’ Oil of Olay non-counter promotional activities. Careful preparation The promotional campaign, in the absence of Olay counters in shopping malls to conduct in-store promotions aimed at consumers and Oil of Olay new ones to the packaging of information, so that Oil of Olay fashion, professional, upscale image of the deeply rooted among, and through promotion of the Buy gift activities to attract more consumers to buy. Procter amp;amp; Gamble spent more than 300 million U.S. dollars each year in funds for advertising, but the flat to a bottle of shampoo advertising costs only 0.8 cents, because the P amp;amp; G knows how to make each sub-advertising costs are to maximize effectiveness. The choice of timing in the promotion, also adhere to this principle. The event time for the election in the September 21, 2001 ~ January 27, 2002 weekend, every weekend for 16 hours. In order to maximize use of resources and achieve the best promotion effect, according to the supermarket on weekends, afternoon and evening features a larger flow of people, the company chose to store my wife the biggest flow of time - Friday (18:00 ~ 20: 00), Saturday (11:30 ~ 20:30) and Sunday (11:30 ~ 20:30). Oil of Olay belongs to high-end cosmetics, consumer targeted at 18-50 year-old professional woman, sales region’s main city, if only a select number of towns or smaller cities, drive sales and expand the promotion of the results will be greatly reduced, this activity choice in the east, South China, Southwest District, some economically developed cities.