Nature Of Competition In The Consumer Cosmetic Market Marketing Essay

Published Date: 23 Mar 2015

With regards to brand popularity and customer experience, Procter and Gamble is considered to be among the most successful brands in the global market. Moreover, Olay, anti-aging skin-care produced by the company is a renowned brand not only in the U.S but the entire global market. By using this brand for the case, the study demonstrates features and market communication approaches that could be utilized by brand marketers in order to gain competitive advantage locally and internationally. The study focuses on brand communication and promotion approaches that have resulted into positive consumer attitude towards the brand in the global market.

Overview of Olay Brand

Olay is a skin care product produced by Procter & Gamble in U.S. The product is one of the leading skin care market brands in the global market, and the leading earner brand for Procter & Gamble. In majority of the markets, including China, US and UK, Olay is the anti-aging market leader despite the competitive market environments. The brand is further extended into other products such as Total effects, Professional, Quench, Regenerist, Olay Vitamins and White Radiance. Olay is used as a moisturizer for those who desire to stay looking young since it is anti-aging cream.

Nature of competition in the consumer cosmetic market

It is important to note that demand for cosmetic brands is on the rise as more people settle for aesthetic beauty and body care. The Olay brand is mainly in the anti-aging market which experiences rising consumer demands as well as competition. The anti-aging product market is heightened by the increasing aging population especially in the developed countries, and the increased desire by both the younger and older consumers to maintain youthful appearances. With a growth forecast of 4.3 per cent between 2009 and 2014, the anti-agers market is expected to experience steady global growth. Such a market growth rate is higher than that of any other cosmetics category, and therefore the anti-agers category has attracted more players in the market; both large and smaller companies intensifying fierce competition globally. This implies that the market players have to apt their marketing approaches in order to retain their clients and appeal to more in the market. The graph given below demonstrates the rate of launch of new anti-aging products in the global up to 2009;

Figure 2.2: Graph showing stronger growth and competition in anti-aging market

Source: Datamonitor's Product Launch Analytics (2010, p.2)

As given in figure 2.2, the anti-agers launches almost equaled the launches of overall skin care products in the global market. The sharp rise in anti-agers launches even during 2007-2009 economic recession showed that anti-ages are recession-proof, and that consumers are likely to demand for anti-agers even in harsh economic climate. Moreover, the graph shows rising competition in this category, implying that brand marketers have to think of newer approaches of communicating to their consumers.

Brand communication based on product differentiation and innovation

Being such a competitive market, market players need to ensure that their brands are appealing to the consumers in the market if they are to gain good command of the global anti-aging market. Innovation is therefore high among the industry players, ranging from brand packaging strategies, product promise to ingredient formulation in the products. Olay brand marketers capture the cognitive aspect of their consumers by communicating their innovation and differentiation vividly to their customers. The communication is often done through memorable packaging, and product arrangement in the stores.

A survey conducted by Datamonitor (2010) between 2005 and 2009 revealed that the leading aspect that all the anti-aging products market players hold in the highest esteem is up-scaling. About 17 per cent of the new product launches that took place in the global market between 2005 and 2009 were touted (communicated) as up-scaling. Some other popular claims that resulted in new launches were mainly based on consumer health. The claims included the the communications which justified the products as not harsh to the consumer skins. The pie-chart given below show some of the aspects (features) that characterised the claim of new anti-aging skin care launches in the global market as widely communicated by different brand marketers to the appeal of the consumers.

Source: Datamonitor's Product Launch Analytics (2010, p.5)

Communication strategies used by Olay to dominate market

Procter & Gamble has made attempts to achieve competitive advantage in the competitive global anti-aging skin care cosmetics market. Apart from being Procter & Gamble's strongest brand, Olay is the leading anti-aging skin care brand in the global market. The most remarkable Olay milestone was in 2003 when the sale of the brand broke the US$ 1 billion mark, showing the growing strength of the brand in the global market. Brand performance survey which was conducted in the U.S in 2009-2010, and said to be highly representative of the global market showed that Olay brand commands greater chunk of the skin care product market, beating its number two brand by nearly half (Datamonitor, 2010). The table given below shows the 2009-2010 Olay performance in the US market (with the results said to be representative);

Company

Brand

2009-2010 % Market Share

Procter & Gamble

Olay

16.7

Procter & Gamble

Pond's

8.4

Procter & Gamble

L 'Oreal Paris

5.5

Johnson & Johnson

Aveeno

5.3

Johnson & Johnson

Garnier

5.1

Johnson & Johnson

Neutrogena

4.6

Johnson & Johnson

Nivea

4.5

Johnson & Johnson

Noxzema

4.0

L 'Oreal

Dove

3.8

L 'Oreal

Clinique

3.6

Due to its better market performance as compared to other brands, Procter & Gamble capitalized on the Olay brand strengths and worked on its weaknesses so as to ensure continued market leadership in the global market. First, the company created and actively promoted various sub-brands of Olay, with each sub-brand aligned to a unique tier with the purpose of attracting customers from a larger demographic base. The sub-brands of Olay brand include the following;

Olay Total Effects - this is the cheapest sub-brand of Olay, targeting the low and middle income earners in the global market. The key features of this brand as communicated by the marketers, and that are majorly pronounced in the brand adverts include the following; tone enhancements, line minimization, gentle exfoliation, nourishing moisturisation, subtle lifting, free radical defense and pore refinement. Apart from its appealing packaging (appendix 1 a), these are the brand communication strengths that have kept the brand afloat in the market.

Olay Complete - this is a mid-priced Olay sub-brand with the following product communication features as the focus strengths; it offers sun protection to the skin using UVA/UVB, and Vitamins A, C, D and B5; the brand has moisturizers with the green tea extracts. The brand packaging is appealing with the Olay logo clearly marked on the package to arouse consumer memories (Appendix 1 b).

Olay Regenerist - this is another mid-priced Olay sub-brand with the formulation strengths combining the following ingredients as the focus of their brand communication; Pal-KTTKS, pentapeptide and other anti-aging ingredients such as Vitamins B3 and E, allantoin and green tea extracts. The packaging of the sub-brand is similarly appealing with the Olay logo clearly marked on it (appendix 1 c).

Olay Definity - the mid priced product contains glucosamine ingredients with the marketing statement being; 'fight what ages you most'. The packaging demonstrates an appealing product design with the logo clearly visible (appendix 1 d).

Olay Pro-X - this is the latest sub-brand created by the Procter and Gamble Company to capitalize on the brand popularity of Olay. The product is premium priced and brand designed to give the consumers younger look skin through cell turn-over rate boosting. The packaging design is shown in appendix 1 e.

Given that Olay Pro-X is the latest Olay sub-brand in the market, and is the greatest seller for the company, the current study will dwell on some of the communication used for promoting the brand.

Olay Pro-X sub-brand

Pro-X is the latest Olay sub-brand that the Procter & Gamble Company is capitalizing on. The product was first launched in the US market in 2008, and since been introduced in other major and fast growing markets such as China, Canada and UK. The premium priced skin care products sell at a price range of between US$ 42 and US$ 62 depending on the market. The most remarkable differentiating feature of the product is its complex ingredients, containing peptide complex Pal-KT. The ingredients which were developed by Procter & Gamble scientists, and are exclusive to the company enhance a firm skin look of the consumers. As a brand communication and pricing strategy, Olay Pro-X products are retailed in department store brands with the right store ambience to beat its high priced rivals Lancome and Clinique. To combine communication and experiential features, the sub-brand is distributed throughout major drug stores, chain stores, super market channels and discount stores through the world to ensure easy access by the consumers. The presence of Pro-X brand across different market structures despite its premium nature is meant to encourage the growth of Olay brand through competition at different pricing points, positioning the masstige alongside lower and mid priced Olay sub-brands.

In its promotional strategies, Procter & Gamble aimed to satisfy its target market by sensitizing its consumers of the following attributes through effective brand communication;

Cleansers: restorative cream cleanser and exfoliating renewal cleanser

Complete Regimen Protocols: anti-aging starter protocol and the intensive wrinkle protocol

Primary moisturizing solution: hydra firming cream, age repair lotion and wrinkle smoothening cream.

Targeted specialized treatments: deep wrinkle treatment, eye restoration complex, intensive firming treatment, skin tightening serum and discoloration fighting concentrate.

By availing all the above components and benefits of Olay Pro-X sub-brand, Procter & Gamble ensured variety for their consumers through one brand. A section of consumers who are loyal to Olay brands confessed that in majority of cases, they get their expectations in the Olay products that they use (). The products from the Pro-X range have similarly received awards from media, showing that the brand is well received by people as reflected on the media. A 2009 America's Healthiest Beauty Buys competition run by Health Magazine selected Pro-X Eye Restoration Complex as the best eye product in the market. In another product competition known as 'Defy Your Age Beauty Award', Pro-X Age Repair Lotion SPF emerged as the best product in the category. Such acknowledgements by media have instrumentally encouraged more consumers to try the Olay brands due to independent verification of the brands as opposed to promotions.

Product marketing strategy for the Olay Pro-X sub-brand

Procter and Gamble Company has worked towards creating a professional brand image for the Pro-X product to appeal to more customers in the global market. As evident on the product packaging (appendix 1e), all the Olay Pro-X products are actively and conspicuously labelled with the word 'professional' so that the brand aim is swiftly known to the customers. The word 'professional' has been used as a strategy not only by Procter & Gamble but several other companies in the global market. The word is intended to convince the clients that the products are better alternatives to solve their problems in a superior manner, given that majority of the products labelled 'professional' are premium. Figure 2.3 given below shows the number of major brands that have used the word professional as strategy to entice customers;

Figure 2.3: Graph showing use of the word 'professional' as a branding strategy

Source:

To the customers, the perception of the word professional becomes real especially after comparison usage images (outcome before and after the product usage) and consumer testimonies as placed on media.

The higher prices of Olay Pro-X brand (at between US$ 42 and US$ 62) acts to validate the premium and professional image of the product in the global market. However, this price is quite significant for most customers to pay for cosmetic products, particularly in the harsh economic climate witnessed during the 2007-2009 economic recession. Being aware of the economic challenge that customers face, Procter & Gamble introduced pricing strategies and promotional activity appeals to the customers who make compromises on their spending and consumer assurance offers. One of such offers which were used in the US market was referred to as rebate and money-back guarantee scheme. In this scheme, the customers could send their purchase receipts to the company for a US$ 20 refund on products bought at US$ 50 and above. This would encourage trial buying, and give the customers opportunity to test if the brand information suites the product features and ingredients as had been communicated earlier. The pricing strategy was used as a tool against other competitors in the market. Although Olay competitors retailed at the same or almost similar price, the pricing strategy enabled new customers to try the Olay products and later on be loyal to them. In a nutshell, Procter & Gamble through effective communication strategies ensured that Olay brands are reliant on their customers, and therefore informed the belief that Olay products were worth their prices.

The Olay Pro-X brand promotion has been boosted by infomercial about the brand. Despite the brand sales being strong and on the rise, the company developed about thirty minutes infomercial that informed their customers about the brand values and benefits. Quoted in Women's Wear Daily (2010), Chris Heiert, the brand marketing director justified the Olay infomercial by making the following remarks;

"Consumers are information seekers and want to understand the science and technology. That led to this idea... which is the best of both worlds. We will be able to reach new consumers... but when she wants to go back and purchase it, she can-in the mass market". (In Datamonitor, 2010, p.11).

The infomercial stressed on the science behind the manufacture of the product, interviewing the scientists who developed the product, and presenting some of the clinical tests data on the product. The infomercial similarly displayed shots of Olay consumers before and after use of the product. Due to the longer duration of the infomercial, it was imperatively designed to capture the attention of viewers throughout the duration of play rather than at the start or end. Overall, the infomercial played a key role in informing

Conclusion and relevance of the case study to the study topic

The anti-aging skin care market upon which Olay brand competes is quite competitive locally and internationally. This warrants effective communications on brand innovation and differentiation as vital strategies for market survival. In order to ensure the relevance of Olay brand Procter & Gamble offered novel aspects of the brand that encouraged its purchase over its substitutes and competitors. Introducing new ingredient that had never been used by competitors (Pal-KT) in its Olay Pro-X products, Procter & Gamble were able to create a unique brand that was more result oriented as opposed its competitors. However, the result was achieve through effective communication that ensured accurate product promotion based on what the consumers were expected to draw from these products.

Secondly, Procter & Gamble Company through Olay brand managed to win consumer trust through media and scientific verification of its products. It is extremely important for brand marketers to gain the support of consumers through loyalty to the brands. The scientific and media verification are particularly gained when the test results conducted before and after the product use are valid as in the brand communication. In the case of Olay Pro-X brand, Procter & Gamble introduced a 'money back guarantee scheme' that would help assure the customers of the workability and reliability of the product. Moreover, brand campaigns, store ambience and brand packaging played a central role in winning consumer trust on this brand. The word 'professional' was used as a branding communication strategy on the product packaging and stores so as to assure consumers of the reliability of their products.

Finally, Olay brand popularity was ensured through adverts and promotions. Specifically, the company used infomercials (which is relatively a new approach to brand promotions) to provide strong marketing platform to promote the brands. Infomercials focus on the strengths of the brand being promoted by highlighting the past successes of the brand. Pegged with the brand verification, infomercials importantly build brand loyalty and equity in the market while encouraging new set of customers to try the brand. The strategies given here and others could be used by the local Chinese cosmetics manufacturers to gain dominance in the local industry.

4. METHODOLOGY

Introduction

4.1 Research Philosophy

This current study used the philosophy of applied research. Applied research takes place in environments that are characterized by organizations, systems, cultures, behavior, rules, politics and processes. These components execute simultaneously and change over time. Any effort to analyze an organization or an industry will result in findings showing differences in characteristics, habits and rules across the different constituent components. To develop a clear insight when researching on issues that may affect organizational performance, the situation and the entities (constituent factors) must be comprehended. The uniqueness of a situation must be understood and considered when researching. Constructivism is based upon the assertion that knowledge on phenomena is best-retrieved from people or entities that are immersed in the research environment (Denzin and Lincoln, 2011). Thus the focus is on the participants and entities that have experience and knowledge on the phenomena being studied.

Constructivism as a post-positivist philosophy is generally opposed to positivism, in terms of the absolute validity of knowledge. Constructivism is based on the tenet that knowledge can be constructed from multiple dimensions. The existence of multiple realities is emphasized in different variations of constructivism's epistemology (Creswell, 2009). The world under constructivism and most research areas are complex and can be analyzed from multiple perspectives that should therefore be considered in creating knowledge. Thus, the approach is best suited in studying aspects that are influenced by a multitude of factors. Constructivism also requires that the researcher should understand the position and potential effects that their views have on the accuracy of their findings (VanderStoep and Johnston, 2009). The choice of constructivism in research philosophy is guided by the nature of the problem being addressed in the study. Different approaches have been adopted in analyzing the effectiveness of marketing communication strategies. In essence, this implies that the area being studied is complex and can be analyzed from different dimensions. Therefore, there is a match between the tenets of constructivism and the nature of the problem being studied.

4.2 Research Design

Both qualitative and quantitative research designs were used in the study. The choice of a qualitative research design was guided by the nature of the study and the epistemology that has been adopted. Qualitative research designs are generally developed with the aim of creating a deeper understanding of the data. In most cases, qualitative inquiries are not pre-emptive. The nature of the study, the scope and the strategies that will be used in data collection are often determined by the research questions. Additionally, the analytical process under a qualitative research design may influence the direction that is adopted. Though the research design adopted should be in line with the nature of the research questions, some situations have been identified as suited for qualitative studies. A number of these scenarios are evinced in the current study. First, qualitative techniques are suitable in cases where there is little known on the subject area (Bohnsack, Pfaff and Weller, 2009). It is worth noting that even though marketing communication is an area that is has been intensely researched; fewer studies have explored how brand marketing communications impacts on consumer attitudes. Majority of the studies are based on consumer behavior change without exploring their attitudes towards the brand. From this perspective, the study appears to be exploratory in nature and therefore a qualitative research design is suitable.

Secondly, a qualitative research design is appropriate in cases where a study seeks to develop an understanding of the participants' experiences. Under the epistemology adopted, understanding the participants' experiences is vital in developing valid and reliable results. Hence, the study attaches great weight to the participants' experiences. Likewise, qualitative research design is suitable in cases where it is difficult to approach the participants due to practical or ethical reasons (Denzin and Lincoln, 2011). The study delves on issues relating to marketing communication and its impact on consumer attitude; it illustrates how marketing communication would be used to influence consumers positively towards a given brand. These are issues of critical importance to competitive firms and it is therefore expected that getting data for quantitative data analysis may not be easy. Accordingly, the anticipated practical difficulties have also played a role in the adoption of a qualitative research design. Lastly, a qualitative research design has been adopted because it supports the nature of the research questions as much as it is in line with it. A qualitative research design allows for greater flexibility than formal quantitative techniques. This flexibility offers the support needed to collect rich data so as to answer the research questions.

The quantitative part of the study aimed to understand how various brand marketers use marketing communication to influence consumers' attitudes towards their brands. Data collection instruments consisting of semi-structured questionnaires were prepared for quantitative data collection. Unlike the qualitative data collection approaches, data results were presented in numbers and statistical measures (Creswell, 2009). Using quantitative research methods ensured that the measurable effects of marketing communication with respect to consumer attitudes towards the brands in question were achieved.

4.3 Research Approach

The research approach used has to be in line with the research design and the epistemology adopted. A case study approach was also used in the study. Case study methodologies have been used in different research fields with varying levels of success. Marketing communication research studies have adopted this research approach as well. Ideally, a case study is expected to capture the complexities of selected cases. Most researchers concur with the view that selected cases should be contemporary; it is a complex functioning unit and it has to be investigated in its natural context. The method of inquiry used and interest in individual cases have been identified by different researchers as important aspects in selecting and implementing a case study approach.

The case study's methodology is related to other methods in that it allows for the use of different techniques and approaches in analyzing a case from multiple perspectives. Triangulation of approaches and findings from the different approaches is also supported by a case study approach (Bohnsack, Pfaff and Weller, 2009). This is the main reason why the case study approach is often referred to as a meta-method. Proctor & Gamble's Olay was selected as the case for various reasons. First, Proctor & Gamble Company engages in a lot of marketing communications with a view of convincing consumers to buy its products. Additionally, Proctor & Gamble is one of the companies that have global leader brands in terms of cosmetics and pharmaceuticals. This shows that the company is progressive and more likely to embrace marketing communication strategies as a means of changing consumer attitudes towards its brands. Lastly, the researcher could easily access information on marketing strategies of the company as opposed to other first tier rivals in the global market.

The first step in the research approach was selecting a case. The next step involved seeking permission from relevant authorities within the selected organization so as to carry out the study. In seeking permission, the researcher informed the relevant authority about the aim of the study and the procedures that will be used. These were measures intended at ensuring informed participation and gaining any support that could be offered by the company. Additionally, the study involved perusing through advertising and marketing communication initiatives by the case organization. The next step involved selecting members of the organization that would be interviewed. The selection was based on availability and knowledge of the marketing communication initiatives implemented by the company and their effects on respective brands that were investigated.

Sample and Population

The definition, selection and sample of the population are important aspects in research. For this study, the participants were mainly drawn from Proctor & Gamble Company. To start with, the researcher collected qualitative data from three employees of the company. The employees, were mainly in the marketing department were selected depending on their ability and knowledge of the marketing communication strategies used by the company to promote its brands. The study thus focused on marketing communication professionals within the case company. Convenience sampling is used due to the multiple practical issues that have to be considered. Furthermore, the potential participants are few and so the use of random sampling approach was considered to be unfeasible.

Secondly, the researcher collected quantitative data from 100 participants who were considered to be consumers of Proctor and Gamble Olay brand. The consumers were identified from Proctor & Gamble stores and shops where they agreed and consented to their participation. In seeking for the consent of the participants, the researcher requested them to spare about 10 minutes in order to complete the survey questionnaires. The researcher even explained to the participants the importance of the research. The researcher also explained to them that the activity was voluntary and they could only participate if they want to.

Instrumentation

The semi-structured survey questionnaire that was used by the researcher sought information on the participants' background variables, information on marketing communications, and the duration of interaction with Proctor and Gamble Company products. In relation to the interviews, the study focused on the four major areas that are highlighted in the research objectives and questions; the features that firms and brand marketers consider when preparing a marketing communication for a brand; the marketing communication aspects that influence consumer attitudes and buying behaviors towards brands in the market; the impacts of new technology introduction in the marketing communication with regards to consumer behavior and attitudes towards a brand; and, ways of building business network and stronger brand through effective marketing communication. Determination of how the variables were brought out in the research questions were considered as important aspects in the research process. It is worth noting that the study was not limited to short answers. Rather, the participants were required to expound on their views and the researcher looked at the brand marketing communication efforts that the company has in place.

Data Collection

The study involved the collection of two sets of data: data from the interviewees and data collected through administering of the questionnaires. The focus was on active marketing communication efforts rather than past marketing strategies. In collecting the qualitative data, the focus was on collecting information from employees within the case organization that have the knowledge and experience of the effects of brand marketing communications. Semi-structured interviews were used because they allow for the flexibility afforded by unstructured interviews and they also support formal organization required to answer the first research question. The use of semi-structured interviews is thus guided by the requirements brought about by the instrumentation of the variables. Use of semi-structured interviews is both feasible and practical with respect to collecting rich data and time requirements.

After selecting the participants, they were required to identify the days that they would be free to be interviewed. This was a measure aimed at ensuring that the interviewees were comfortable with the selection of the time and place of interview. The interviewees were then individually informed of the day, place and time that the interview will take place. The interviews were conducted via telephone conversation and recorded for transcribing later. Each interview ran for about 30 minutes. The participants were not in any way coerced or influenced into participating in the study. They were informed of the aim of the study and the nature of the questions that would be asked beforehand. Additionally, the interviewees were informed that they were free to ignore some questions for either institutional or personal reasons. These measures were aimed at ensuring that the interviewees were at ease. Due to the strategic importance of marketing communication to the organization, the questions directed to the interviewees focused on the company stance on the same. This indirect approach of questioning is important since in most cases, it reduces the pressure on the interviewees. Moreover, they generally relayed their experiences in their workplaces (from which they have developed their personal views). As indicated earlier, the researcher approached customers at Proctor and Gamble stores and shops, and asked them to take about 10 minutes in order to complete the quantitative survey questionnaires. The participants did this at their own volition.

Data Analysis

Qualitative data analysis techniques were used to analyze the data while considering the research questions. The two major data analysis techniques used were quasi-statistics and logical analysis. Quasi-statistics is a qualitative data analysis technique that involves counting the number of times something is mentioned. This technique is important in answering the second and third research questions. On the other hand, logical analysis is a qualitative technique that involves generalization of causation and logical reasoning processes. To support the logical reasoning processes, knowledge from the literature reviewed came in handy and was extensively used in the analysis process. Logical analysis, which is also known as matrix analysis, was used in every research question. The use of multiple data analysis techniques and information from different sources in data analysis is an important aspect in qualitative research and contributes to the richness of data and information associated with qualitative studies. As a result, the study attempted to triangulate findings from different sources so as to develop a deeper and clearer understanding of the answers to the research questions. The emphasis attached to knowledge generated from the literature review is not only due to the qualitative analysis techniques used rather, it is borne out of the need to position the study within the knowledge domain to bring out the contributions made by the study. It is however important to note that the qualitative techniques used are prone to biases and this represents the greatest threat to the validity and reliability of the findings.

Validity and Reliability

Validity and reliability are interrelated constructs that provide important pointers on the overall accuracy, reliability and authenticity of the research findings (Creswell, 2009). Reliability generally refers to the freedom of research results from random errors. This implies that a study cannot record high validity scores unless the reliability of the findings is equally high. There are measures that have been integrated into the study in order to deal with threats to the accuracy and reliability of the findings. First, the literature review, which acts as a guide under the qualitative analysis technique used in the study, is based on scholarly peer reviewed articles. This measure is aimed at minimizing author bias and methodological inefficiencies being carried into the study. Use of the literature review is a measure that is aimed at minimizing bias. Furthermore, an additional third party (the instructor) reviewed the findings and helped in identifying any statements that may be perceived as biased. Triangulation of findings from different sources is a strategy that has been included in the study. Triangulation helps improve the reliability of the findings by reducing errors arising from information of particular sources (Jackson, 2011). Additionally, the three interviewees selected had knowledge of the marketing communication strategies used. Interviewing three employees rather than fewer reduced the chances of participant biases. Their professional orientations helped in ensuring that the information they offered were accurate reflection of the company in focus.

RESULTS, ANALYSIS AND DISCUSSION

Introduction

The results generally depict the different ways in which different consumers perceive marketing communications, and how the communications affect their attitudes and perceptions of the brands. Depending on the consistency and nature of the brand message passed via the communication media, consumer purchasing behaviors and attitudes are likely to be different. Through the questionnaire and interview results, this chapter shows how participants responded to brand marketing communications as presented by the Proctor & Gamble Company marketers. The process demonstrated how well marketing communications were to the respective target audiences.

Qualitative interview results (questionnaires)

Table 6.1 Part 1: Study findings

Age

Sex

Education

Form of media where brand was learnt

Marketing communication strengths

16-20

12

Male

31

Post graduates

16

Newspapers and magazines

15

Brand image strength

14

21-25

17

Female

69

Undergraduate

27

TV

0

Ad-audio and picture

0

26-30

15

Diploma

24

Radio

0

Information presented

12

31-35

23

High-school/certificate

33

Internet

33

Combination of two or more of the above

72

Store ambience and T-shirts

16

36-40

12

Direct sales promotions

13

40-above

21

Word of mouth communication

23

Table 6.1 Part 2: Study Findings

Attention paid to Olay communications

Loyalty towards the brands

Recognition of the brand

Familiarity with the Olay brand

Efficiency and effectiveness of brand comm.

Communication consistency

A lot of attention

19

Good attitude

48

Affirmative

79

Very familiar

22

Affirmative

68

Affirmative

83

Moderate attention

21

Moderate attitude

27

Non-affirmative

21

familiar

71

Non-affirmative

32

Non-affirmative

17

I pay little attention

54

Not sure

35

Not familiar

07

None at all

06

Table 6.1 Part 3: Study findings

Duration of media familiarity

Media deemed popular

Brand communication grasp

Attitude and loyalty

> 10 yrs

14

TV

32

Affirmative

78

Loyal before marketing communications

31

< 10 yrs

56

Internet

37

Non-Affirmative

22

Attitude change after marketing communications

55

None

30

Newspaper/magazines

21

Note of what they think

14

radio

0

Others

10

Interview study findings

Discussion

In the recent years, a number of firms have realized the opportunities that come with effective marketing communications. However, not all the target consumers perceive marketing communication in the same manner, implying that brand marketers need to significantly focus on their target audience in order to meet their expectations. This study revealed that all the participants interviewed relied on different means of media for information search for their products. Those who sought brand information from the internet were the majority (37), followed by television communications (32), magazines and newspapers (21) and eventually other means of marketing communication such as word of mouth and direct sales. This finding concurs with Williams and Aitken (2011) research finding which revealed that the increasing numbers of consumers are resorting to modern means marketing communications for their information. It is also important to note that number consumers still rely on traditional methods of information reception such as television and newspapers. The study findings are a revelation that Proctor and Gamble's Olay brand marketers use integrated marketing communications involving more than one media means to communicate to their target audience; an approach that could be responsible for popularity and positive attitude change towards Olay brands.

The participants' levels of education and their age bracket had no significant impact on the choice of media that was relied on for information search on product brands. However, more female participants were found at Olay stores than male participants, implying that females are likely to be the target audience in case of Olay brand. This means that marketing communication on Olay brand had to be targeted towards retention of more female consumers, and geared towards attracting more male consumers as well.

When asked about the levels of attention they paid to marketing communication of Olay brand, majority of the respondents indicated that they paid little or no attention at all to the marketing communications. Less than half of the respondents paid a lot of attention/moderate attention to the marketing communications placed on various media types. Such responses demonstrate how difficult it is to get the target audience to pay attention on brand communication messages. The fact that only few respondents were interested in marketing communications explains why proctor and gamble marketers have to integrate various means of marketing communication in order to reach more audience. It is however important to note that majority of respondents were quite familiar with the Olay brands; despite majority of the respondents indicating that they pay little attention to the adverts. As revealed in the case study (chapter 3), Olay brand packaging has a lot of imagery which gives the audience a lot of information within the least time possible. This is confirmed by 72 respondents who said that the strength of Olay brand marketing communication is the integration of two or more aspects of marketing communications (use of strong images, brand information and clear audio presentations where possible).

By asking the participants the ease with which they recognized Olay brands as placed in different marketing communication media, the researcher was keen to understand whether Olay products are strategically advertises so that the customers could spot them with ease. To confirm the ease with which the brand was spectacularly communicated to the consumers, 79% of the respondents affirmed that they easily recognized them from different media communications. Among this group included internet users whose sole purpose of visiting the internet is to get information on cosmetic brands of their choice, while another category in this group visit the company's website due to curiosity after getting a link from their friends through mails or social sites. As such, Proctor & Gamble (specifically Olay brand) website links are found in the social sites where they are spread to other internet users. The brand marketers are however against the use of internet and email pop-ups which are considered to be offensive to internet users. Such an approach is not considered at Proctor & Gamble as it could be responsible for negative attitude against the products by the consumers.

With the 37% (other advertising media had lesser proportions) of the respondents agreeing that use of internet was the most popular for the brand market communications, there is the notion that Olay brands are well presented and captivating in the internet to attract quite a number of audience. It is important to note that the company utilizes Adobe Scene7 technology for its online brand marketing. Adobe Scene 7 is an Online Marketing Suite that is powered by Omniture (Macintyre, 2010). This new media technology enhances publishing and placing of dynamic marketing assets as well as visual merchandising to websites, emails, mobiles and any other internet connected displays. The marketing communication tool enhances better view the Olay products as opposed to those of the competitors. Such vivid presentation of the communications could be responsible for attentiveness towards brand communications, and eventual positive attitude change towards the product. The findings show that brand marketers could use online marketing strategies as a way of gaining competitive advantage in the market. Online technologies enables marketers to present more appealing information to clients as opposed other forms; implying that it is more convincing to the target consumers that any other means of advertising. Olay brand marketers similarly seized the opportunity and capitalized on its online marketing strategies to stay ahead of others in the market. It is therefore affirmative that brand marketers can effectively utilize online marketing strategies (as new marketing communication technology) to positively influence consumer attitudes towards their brands. This finding mainly responded to the third study objective; to explore the impacts of new technology introduction in the marketing communication with regards to consumer behavior and attitudes towards a brand.

Qualitative finding discussion

By interviewing three employees of Proctor & Gamble, the researcher was able to respond to the research concerns as to whether brand marketers could apply effective marketing communications in order to influence client attitudes towards particular brands. The first interview question inquired from the respondents their perception of their own brands. The question was meant to understand what Proctor and Gamble marketers considered as the strength of their Olay brand, and if that is what they portray in their marketing communications. In their responses, the respondents indicated that Proctor and Gamble's Olay brand had posted some of the best sales statistics not only in the US but in the global market as well. The respondents explained that Olay brand marketing communications targeted not only the local consumers but international consumers as well. It is worth noting that the respondents stressed on the importance of marketing as a tool for Proctor & Gamble brands to influence consumer attitudes, and gain competitive advantage in the market.

The respondents hailed television infomercials and online marketing communications as their main means of communication and brand promotion to the clients. They categorically stressed that online marketing communications facilitated faster reach to prospective customers through effective and elaborate brand communications. Online marketing specifically enabled two-way communication between the brand and the consumers. In this manner, Olay brand marketers are have a chance to review what their costumers think and opine of the brand. Such a strategic approach of reaching and communicating with Olay brand consumers is considered successful based on the overwhelming majority of the respondents (86%) who suggested their loyalty to the brand.

One of the interview respondents significantly stated that the success of Olay brand marketing communication was aided by the marketing department's decision to integrate both traditional and modern marketing approaches for brand promotion. The marketers for instance, advertise on the newspaper and television, but give links that direct the audience to the brand website for detailed information on the brand. This way, customers often get sufficient information of the brand that allows them to make informed decisions before brand purchase. The information availability positively influence consumer attitude towards the brand. The dealerships involving direct sales promotions are also used to enhance brand popularity among the target consumers, and possibly influence their attitudes positively towards the brand.

In their responses, all the three interview respondents admitted that marketing communications must be conducted in a particular way if a brand has to earn the confidence of consumers, and positively influence their attitudes. Online ad campaigns, television commercials and banners must be created with unique features so that they are uniquely recognized by the target audience. As had been stated earlier, Proctor and Gamble marketers use Adobe Scene 7 to create some of the most detailed and revealing brand images that are only unique to the site. By creating the best quality online adverts and images, the brand managed to gain a competitive advantage in the global market. The company considers brand marketing communication strategies and all the processes that are involved in it as critical success factors.

The Olay brand marketing communications are faced with obstacles and challenges that have to be addressed if the communications are to reach the target audience as intended. The respondents cited among others the criminal activities which result in collapse of online communication systems. The threats immensely hinder online marketing and transaction, greatly hampering the effectiveness of online marketing. The company's strength is therefore determined by its ability to contain the threats and challenge that opposes its online marketing programs. It is upon the threats that Proctor and Gamble has a well maintained website and competent website developers who are informed by the customers' needs and expectations. All the features of that brand that are likely to influence consumer attitudes are placed with an easy reach of the site visitors.

The responses given by the interview participants proves that the prevalence of effective marketing communication does not mean that the traditional methods of marketing communications are completely eliminated; but rather means the traditional methods are modified and integrated with the modern marketing communications to achieve customer expectations of the brands in questions.

Deeper analysis of marketing communications and e-commerce as done by Moller and Eisend (2011) provided evidence that conventional methods of business transaction and marketing communications have positive impacts on both the brands and consumers.

Such findings concur with the current study results which revealed from both the qualitative and quantitative studies that effective integration of different marketing communication media is likely to benefit both the brand and the consumers, resulting consumer lasting loyalties to the brands. Understanding the vitality of marketing communications helps brand marketers in making precise decisions that would result in positive image of their brands to the clients. Such includes use of communications that evoke cognitive and emotional memories of the brand from the target audience. This translates to the firms' competitiveness in the industry, as their performance is gauged by their customer base and levels of customer loyalty to their brands.

The effectiveness of marketing with a view of influencing consumer attitudes in this study has been affirmed by confession from the survey respondents that Proctor and Gamble has such an interactive and engaging website that makes its marketing real as opposed to other cosmetic companies. From the study findings, it is evident that effective marketing communications are beneficial for brand popularity and consumer loyalty, a finding that had earlier been suggested by Scott (2009). This study provides sufficient proof that consumers can rely on, and believe in affective marketing communications that truthfully depict the actual features of the brand. This however entails building and developing trust with consumers by making sure that the communications do not exaggerate the brand qualities and experiential values; a strategy that has successfully worked Proctor and Gamble Company.

The study findings showed that a significant proportion (31%) of the survey respondents who reported their loyalty to the brand marketing communications had come along way with the brand, some having individualized accounts with the company website. With firms intensifying their marketing campaigns to forge stronger relationships with their customers, there is need for result-based marketing communication approaches by the firms (Moran and Gossieaux, 2010). This pressure to deliver pushes the firms to seek a better understanding of marketing communication, integrating both modern and traditional marketing communication approaches in order to reach their customers. As in the presented results, Proctor and Gamble marketing communication campaigns resulted in an overwhelming 78% of the survey respondents convinced that the Olay brand communications were simpler for them to grasp, and another 86% confirming either their loyalty or willingness to purchase and repurchase the brand in future. Wooing such a substantive number of customers is only achieved with proper communication efforts and individualized services between the brand and the customers. The survey responses represent growing use of both modern and traditional marketing communication strattegies as had been witnessed in the global cosmetic brands given in chapter three (table 3.1).

Generally, the effects of online marketing on the marketing communication arena are not confined to the virtual online world alone (Leonidou, Palihawadana and Theodosiou, 2011); rather, they extend to traditional marketing initiatives and processes as confirmed by all the respondents. The respondents insinuated that the popularity of Proctor and Gamble is a result of the combination of effective marketing communications and brand experiential features.

From the consumers' viewpoint and the assumption that consumers motives influence how they use media and media content, this study explored the influence that consumer motives has on search behaviours. Findings reveal that the main effects of brand involvement and advertising appeals are statistically significant. The significance of consumer motives in marketing communications had earlier been explored by Khan and his colleagues (2010), to arrive at near similar findings as in this study. Additionally, brand involvement and advertising appeal influence the levels of product or service search by clients. These findings suggest a three-way interaction between advertising appeal, information motive and product involvement level. This is supported by findings showing that the proposed three-way interaction is statistically significant (Williams and Aitken, 2011). From the surveys and the interview, the expression of willingness by some consumers to purchase Proctor and Gamble brands were initiated by advertising appeals and full information dissemination of the brand in question.

To help ensure that brand marketers have proper understanding of consumers, this study explored the effectiveness of different forms of marketing communications on different consumer-based metrics. In other studies, it has been indicated that there is increased concern among web users on the challenges of surfing websites that have pop-ups (Williams and Aitken, 2011). Pop-up blockers have been integrated in leading internet browsers to allow consumers to choose sites from which they allow pop-ups. Freeware programs that allow site visitors to block pop-ups also exist. Often, consumers despise, are annoyed by, and feel violated by the presence of pop-up ads. In as early as 1999, there were studies showing that 69 per cent of web users considered pop-ups annoying and up to 23 per cent stated that they would not return to a site because of these ads (Williams and Aitken, 2011). 68% affirmative responses on the effectiveness and efficiency of Proctor and Gamble sites could be indicative of the absence of these annoying features in association with brand advertisements.

As in other studies, this study revealed the consistency of marketing communications affects consumer perceptions of the brand, and their willingness to continue paying attention to the communications about the brand (Durand and Vaara, 2009). In case of marketing communication inconsistency as portrayed in various media, target audience who seek information in more than one media form often perceive the information negatively. The experimental approach where a scenario is created in a controlled environment is more likely to eliminate the weaknesses associated with a study approach where the participants are required to recall their experiences. In general, people who have not been exposed to inconsistent marketing communications, especially with regards to online communications report that they are more likely to return to a site or recommend the site to others.

There is a relationship between target audience perception of marketing communications and their ability to remember the message being conveyed by the ads. In general, ads that are perceived to be more obtrusive by the clients are least remembered by the target audience (Leonidou, Palihawadana and Theodosiou, 2011). For instance, people who are exposed to in-line ads are more likely to recall the message being conveyed than those exposed to pop-ups. This study generally clarified the impacts of different forms of marketing communications on the consumers and therefore helping the advertisers make the right decisions on the kind of ads they should invest in.

CONCLUSION

From the responses given by the internet users who completed the survey questionnaires and Renault Company UK employees, it was deduced that appearance and impressiveness of automotive online adverts raise interest in the target audience. Some of the internet users who ended up viewing Renault Company products were either informed through email or social sites. A considerable number of prospective customers who end up being Renault's loyal customers reach this site due to other people's comments on the impressiveness and quality of the company's online adverts. The wide online network offered by the social media (as part of online campaign) makes the information flow faster as compared to traditional means of advertising and marketing. The fact that Renault Company integrated traditional and online marketing strategies positively affected its sales as users who never want to rely on online processes could easily resort to alternative information and dealers addressed as provided.

Although some marketing managers dismiss some online marketing approaches (such as social media) as they are flanked by young people who have little value to add to their market (Scott, 2009), Renault realized that everybody is important in the market as they facilitate communication and information dissemination to the target customers. Importantly, online marketing is vital in helping loyal customers who want to be associated with the Renault Company brands to access information on the same at any time they want. Besides, Renault Company website has provision that allows registered users of the website to express their opinions towards the brands. For instance, registered users can book for test drives online, further creating customer loyalty.

In a nutshell, online marketing is a very important tool and strategy that if effectively used, can help firms to gain a competitive advantage in the market. Even though critics of online marketing think that it encourages marketers to pass false information to the target customers in relation to products and services, Renault Company UK manages to communicate to its loyal customers and target groups by passing detailed, accurate and non-misleading information to them. Low costs, flexibility, fast information sharing and wide customer base are some of the strengths that the company drew from the use of online marketing as opposed to pure traditional means of marketing. Automotive industry players should therefore give online marketing strategy considerations if they are to gain a competitive advantage in the competitive automotive market.

From the discussions, it is evident that on-line marketing has revolutionized the way automotive industry players market their products and services. Marketers of the automobile companies have shifted their focus from traditional methods to online marketing. As revealed by the study, internet users are able to recognize what they need and how they want it with enhanced online marketing. Most automotive firms have been attracted to the benefits and value that online marketing promise and are using it to replace or enhance traditional direct marketing by developing Web-based storefronts as shown by Renault London. This study therefore agrees to studies which insinuated that global automotive industry has been in pace with the development of e-commerce (Ahmadzadeh et al 2011). The vital role this industry plays in the economy and its extensive supply chain implies that it has a great impact on the global economy. With the growing technology and rapid development of IT infrastructures, on line marketing and its potential stands to benefit the industry further than shown by the Renault case study. Several other companies in the automotive industries should consider joining the new wave of marketing electronically in the hope of enjoying the benefits that accrue from the e-markets.

However, adoption and success of online marketing must be carefully managed if the organization marketing objectives have to be effective and far reaching. As this study result showed, Ahmadzadeh et. Al. (2011) had earlier indicated that successful implementation of online marketing in any organization does not require complete overhaul of the traditional methods. Instead, the traditional business supply chains are only modified for compatibility with usage of online marketing and purchase. As seen with Renault London, Peide and Zhengwei (2008) explained that primary factors must be considered when assessing an online marketing performance to establish the effectiveness of the method in helping the firm to gain competitive advantage. In implementing and improving its online marketing strategies, Renault London marketing department apportioned some time to study the market and the consumer behavior with regards to the use of internet. Understanding and working towards customer satisfaction is therefore the most basic step that companies should consider if they are to implement successful online marketing strategies. Most automotive companies have however concentrated on contribution of online to business operations in general without getting to the finer details of its functioning.