More from these Authors

• Case | HBS Case Collection | August 2020 (Revised September 2020)

  Facelift at Olay (A)

  Sunil Gupta, Rajiv Lal and Olivia Hull

  By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new direct-to-consumer brands catering to millennial women, North American Skin Care General Manager Chris Heiert must identify a winning marketing strategy that will appeal to women of all ages.

  Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Online Advertising; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio;

  Citation:

  Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)  View Details

  CiteView DetailsEducators

  Related

• Case | HBS Case Collection | January 2017 (Revised September 2020)

  Classtivity: Payal's Pirouette

  Jeffrey J. Bussgang and Olivia Hull

  A few months after launching a new fitness technology product, the small staff of New York startup Classtivity gathers on a Saturday in April 2013 to take stock. With one successful pivot under its belt, Classtivity is finally generating revenue and enthusiasm among customers. But cofounder and CEO Payal Kadakia has some doubts. There are signs that customers love the offering, but studios are less enthusiastic. Efforts to get customers to return to the studios after their monthly packs expire have largely failed. Kadakia must decide, preserve the product or pivot to a new business model?

  Keywords: product pivot; boutique fitness; fitness industry; market sizing; consumer technology; bundling; subscription model; two-sided marketplace; ClassPass; Entrepreneurship; Venture Capital; Business Startups; Transition; Customer Focus and Relationships; Technological Innovation; Organizational Change and Adaptation; Customer Value and Value Chain; Marketing Strategy; Failure; Business Strategy; Technology Industry; Health Industry; New York (city, NY);

  Citation:

  Bussgang, Jeffrey J., and Olivia Hull. "Classtivity: Payal's Pirouette." Harvard Business School Case 817-002, January 2017. (Revised September 2020.)  View Details

  CiteView DetailsEducatorsPurchase

  Related

• Chapter | Global Innovation Index 2020: Who will Finance Innovation? | 2020

  Financing 'Tough Tech' Innovation

  Ramana Nanda

  Citation:

  Nanda, Ramana. "Financing 'Tough Tech' Innovation." Chap. 5 in Global Innovation Index 2020: Who will Finance Innovation? 13th edition, edited by Soumitra Dutta, Bruno Lanvin, and Sacha Wunsch-Vincent, 113–119. Cornell University, 2020. Electronic.  View Details

  CiteView Details Read Now

  Related