Overview This case analysis illuminates the main marketing issues involved subsequent to the launch of a beauty product called Oral Daily Facials (ODF). The beauty product is manufactured by Proctor & Gamble. Main Marketing Challenges Stiff competition from Dove and other entrants ranks as the topmost challenge for ODF subsequent to launch. The next big challenge for ODF entails a lack of a clear strategy to identify the product’s target market. The third challenge revolves around a lack of strategy to position ODF according to current market needs. Further afield, ODF has to overcome the challenge of coming up with the best advertising strategy that could be used to reach the intended target. Lastly, ODF must overcome the challenge of coming up with the right aspects of the marketing mix. Apart from the competition, this analysis will address all the other concerns (segmenting, targeting, positioning, advertising, marketing mix). Segmenting the Market Consumers of ODF can be grouped in terms of demographic segmentation, which uses variables such as race, gender, income, employment status, and age. Olay products (bar soaps, body wash, and facial cleansing) are used more among women of Caucasian (White) origin. The products are used more by high-end clientele, although usage in other income categories can be described as fair. In terms of employment status, ODF has customers in both the employed FT and unemployed spectrums. However, ODF appeals more to women in their middle ages (35-44 years) upwards, though its optimal usage is found among the elderly women (65+ years) who want to keep their skin young. Targeting Drawing from the above segmentation decisions, it is clear that ODF should target white women in their middle ages upwards. These women may be employed or not, but the focus of targeting should be firmly grounded on race and age. This segment has been selected based on (1) product usage data, and (2) customer needs and expectations. In product usage data, it is clear that ODF has found wide usage among women of Caucasian origin than it has among Black and Hispanic Women. In customer needs and expectations, it may be that ODF is used more by White Women due to their skin nature, which requires a product that combines cleansing, toning, and moisturizing capabilities. Additionally, more women of Caucasian origin may be interested in the cleansing cloth owing to the fact that their skin tends to age at an earlier age and at a much faster rate. More importantly, the segment is sufficiently heterogeneous in preferences, identifiable and competitive. Other segments (Black and Hispanic women) are rejected based on low usage and the fact that their skin may not require a product with these capabilities. Positioning for the Target Segment To position correctly for the target market, ODF should underscore the following dimensions: product attributes, product effects, user, and relation to other products. The product must stress that its ingredients have the capacity to restore inner beauty among middle-aged and elderly women and that the product’s effects can only be positive compared to other products, which may have adverse effects on users. The rationale for underscoring these dimensions is grounded on the understanding that women in these age categories may be selected based on the fact that they hav