Garnier is an international company and is a mass market cosmetics brand of L’Oreal, that has aline of extensive range of beauty products. The company sells and researches upon cosmetics products that are meant for body care, skin care, hair care, hair color and other beauty products. Products by Garnier ensure the customers that beauty is all about “taking care of yourself”. It issold in several markets around the world. EARLY HISTORY OF THE BRAND AND ITS EVOLUTION OVER TIME Garnier is a worldwide company affiliated with 29 other brands owned by L’Oreal.
L’Oreal, based in France and the United States, has been in operation since 1909. It now owns fivedivisions including Garnier. The first Garnier product was made by Alfred Garnier in 1904, a hair tonic, when people still used soap on their hair. Besides this, Garnier has been the first to produce sun-care items (in 1936) and the first to make a permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using natural ingredients. The full company name, Laboratories Garnier, originated in the 1920s as a producer of hair care products made with organic ingredients.
Garnier continues that mission today, as all of its products are made with natural ingredients. The L’Oreal Group has owned Garnier since 1965. Garnier came to India in 1992 and crafted a special place for itself in the Indian market . This is one global brand which has understood the dynamics of Indian market. Garnier came to India with its Ultra Duox range of shampoos. The brand is a mass market brand from Loreal. Loreal started its operations as a joint venture with MJ Group. Later in 1994, the company started its own operations.
Globally L’Oreal is a company that is famous for its product innovation. Garnier too has built its brand by launching new products on a regular basis. Garnier is now present in a diverse range of personal care product categories. It is present in the hair-care and skin-care segments. The brand have two sub-brands : Garnier Fructis and Garnier Ultra Doux. Fructis is an interesting sub- brand which has clicked in the Indian market because of its positioning as a fruit based product . Recently Garnier launched another new innovative product in the Indian market – Garnier Shampoo + Oil 2 in 1 shampoo.
This is something that Indian consumer has never seen before. PRODUCT LINE Garnier currently has three product lines: Fructis, Nutrisse and Nutritionist. Fructis, started in 1996, is the Garner line of haircare and styling products. Nutrisse, Garnier’s hair color line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn’t as successful in the United States as in Europe, hence the name change. Garnier started selling Nutritionist, its skincare product line, in 2005 1: Garnier Fructis Style, Unleash Your Style
Garnier Fructis Style is a new generation of styling products, with fruit micro-waxes and powerful holding technologies that provide ultra long-lasting hold, and boost shine without stickiness or build-up. Garnier Fructis DAILY CARE SHAMPOO Garnier Fructis COLOR SHIELD Shampoo Garnier Fructis Sleek & Shine Shampoo Garnier Fructis Triple Nutrition Shampoo Garnier Fructis Length & Strength Shampoo Garnier Fructis Anti-Dandruff Clean & Fresh Shampoo Nutrisse Nourished Hair Means Better Color Garnier Nutrisse is the only permanent haircolor creme that nourishes with grape seed and avocado oil.
The nourishing color creme enriched with fruit oil concentrate, penetrates deep into hair fibers to nourish and condition your hair so it takes color better and holds it longer, root-to-tip. Garnier Nutrisse delivers rich, long-lasting color with 100% gray coverage. Nutrisse Ultra-Color HerbaShine Nutrisse Nourishing Color Foam GARNIER Nutritionist. Garnier offers women skincare solutions that safeguard the long-term health and vitality of their skin. Your skin is a reflection of your inner vitality. For your skin to be the best it can be, it needs natural nutrients to stimulate cellular activity and to protect against external aggressors.
Garnier always gives preference to active natural ingredients which perform for the skin’s maximum benefit. Garnier Vital Restore Garnier Light Garnier Skin Naturals Pure Pimple Control Pen Garnier Aqua Defence Garnier Skin Naturals face wash Garnier Men Face Wash Garnier-Ultra-Lift Pro-Gravity-Defying-Cream GARNIER DEODRENT Discover the natural power of Mineralite*. For the 1st time Garnier launches a deodorant which contains a mineral from natural origin with an incredible humidity absorption capacity. It continuously absorbs humidity from the first contact without blocking pores.
For 48h effectiveness and skin that breathes. Mineral Deodorant for men Mineral Deodorant for Women Garnier Body cocoon Intense Moisture Lotion STRATEGIES Part of the L’Oreal Group’s strategic plan is the marketing of their products worldwide. From the bloom garnier during its primary stage, the Company already catered to the demands of women worldwide and now men as well. In line with this, they are also well aware of the diversities of women around the world. Part of this strategy is to formulate products that suit other women from other parts of the world.
Through research and development of their products, the garnier group has already covered most parts of the globe and still got high approval ratings from their clients. Power Light is one more addition to the group and unique in its own way. First moisturizing fairness cream for men and launched in India, has been planned to move worldwide soon. Customer Targets •The current target market for the fairness cream is about 1000 Cores consists of women and men between the ages of fifteen to forty-five. The target market for men in India is about250 Cores and is rapidly increasing.
With Garner Men range – Power Light, the customer target group is men between the ages of eighteen and forty. •Garnier Power light range also includes Fairness face wash and oil control moisturizer. Customer target group for these products also range in same age group. •Product is slightly expensive and is targeting men with monthly income above 20,000. Competitor Targets 1. HLL Fair and Lovely Men Active The cost of HLL’s Fair and Lovely Men Active is Rs. 60 for 50gm. The targeted group market across competitors is also men aging between twenty and forty.
The significant difference in price suggests that the company is heading towards appealing middle class and rural population. 2. Emami Fair and Handsome Emami has historically invested in mass appeal value-for-money products catering to the growing needs of customers in the middle and bottom end of the consumption pyramid. EmamiFair and Handsome is currently available in 30 ml for Rs 35. Capturing rural market has been their top priority from the beginning. Product / Service features Garnier Men is a specific skincare range tailor-made for men with: •The proven power of ingredients of natural origin Fresh and light formulae adapted to men’s skin • The proven power of ingredients of natural origin • Products tested and proven on Indian men Core Strategy 1. Value Proposition: Garnier offers high benefits to its customers in return for their associated payment. The products under the Garnier Power light range complement each other and provide better results when used together. Apart from this the other values offered are: •Use of natural ingredients which do not have any ill-effect on the skin. •Garnier is an international brand and this adds to the value proposition. It offers complete skin care. •Garnier is a brand that is young and edgy, emitting positive energy. •Power Light has also got SPF15. It protects the skin when one goes out in the sun and prevents dullness of skin. •It has been categorized for different skin types (normal/oily skin types). II. Product Positioning: In the cosmetics industry, positioning is basically carried out through Advertisements. Garnier makes sure that their ads convey the below mentioned values (Quality, Technology) of the product. The company is spending heavily on endorsing the Power Light range.
The company’s main challenge is to get more and more people to try the product as this is a relatively new market. For this reason the company has roped in John Abraham as the brand ambassador. •Garnier is a brand that has always been known for its Quality products. Garnier as pires to be a leader in Quality. In accordance to this philosophy, Garnier Men Power Light has been focusing to establish itself as the Quality Leader in the market. • Garnier Men Power Light uses contemporary technology (natural ingredients) to ensure best return on value to its customer.
Hence it is working to be perceived as a fore runner in the technological domain. •The Company on the whole is works towards establishing good customer relations. Strategy –Marketing Programmesa. a. Integrated Marketing Communication Programmes: Garnier has been implementing integrated marketing communications process for majority of its products via a variety of disciplines like general advertising, direct response, sales promotion and public relations. Garnier men’s range being a new project does not carry many integrated marketing communication processes.
Following is the analysis of current processes and suggested future strategies for integrated marketing communication processes. Current Strategies •Carrying a new campaign for the launch of a new product. Garnier has aggressively •Launched its new campaign for men’s range and its first product range, Power light. • Bollywood actor John Abraham is the brand ambassador for television marketing in India •This strategy is appreciable as john is identified with youth and confidence. •Sales promotion has been a part of strategy as well.
Power light sachet has been distributed with a copy of a particular magazine in certain southern states of India. Suggested Future Strategies •Garnier Men’s range should plan to sponsor some beauty pageant events for men like Mr. India for better public relations. •Garnier men’s range should launch its own website keeping videos of product so customer awareness as well as advertising revenues increases. •Measuring direct response for higher product awareness and getting feedback for further improvements in products in line for Men’s range. b. Pricing Strategy:
Garnier Men Power Light Range is a new line of products and hence Garnier recently worked omits pricing strategy. Garner had to decide where to position this new product on quality and price 1. Selecting the Pricing Objective: Garnier had to decide where it wanted to position this range. The clearer a firm’s objective, the easier it is to set price. Garnier’s main objective is Product – Quality Leadership– aims to be the product – quality leader in the market. It strives to make Garnier an “Affordable Luxury”, which would be characterized by high quality, taste and status with a price just high nough not to be out of consumer’s reach. Thus, Garnier has positioned itself as a leader in quality, with a premium pricing and a very loyal customer base. The new Garnier Men Power Light Range was priced on the same lines. 2. Determining Demand: The product is a new entrant and hence no clear information about the demand is pre-available. The surveys have been conducted to get an insight into the consumer choices and purchase patterns. 3. Estimating Costs: Garnier has been in the business of Fairness Cream for a long time. Hence the new Men’s Range has not proved to be very expensive for Garnier.
The major ingredients in the cream would be the same as that of its Female counterpart. Also the Garnier already has a very strong Distribution channel in India. These are basically the fixed costs of the company. The only major area of expenditure (variable cost) is the marketing and advertising of the product. 4. Analyzing Competitors’ Costs, Prices and Offers: The major competitors of Garnier in Men’s Fairness market are HUL’s Fair and Lovely Menz Active and Emami’s Fair and Handsome. Both these companies target the rural and the low income groups.
Hence their prices are relatively lower as compared to Garnier. These are those companies’ policies and Garnier cannot do much about it. Garnier just claims to offer high quality. 5. Selecting a Pricing Method: Garnier adopts the Perceived value Pricing Method wherein the product is based on customer’s perceived value. Perceived value is made up of several elements such as the buyer’s image of the product performance, the channel deliverables, the warranty, quality, customer support, and softer attributes such as the supplier’s reputation, trust worthiness and esteem.
Companies must deliver the value promised, and the customer must perceive this value. Garnier is a wel established brand in India as well as the world. It has always been associated with high quality. Hence Garnier can afford to go for this method. Customers always perceive Garnier’s products with high value. Hence they would be ready to pay more. 6. Selecting the Final Price: The pricing method adopted by Garnier narrowed the range from which the company selected the final price of the product.
Garnier also took into account other factors like company pricing policy (premium range), other marketing activities, gain and risk sharing pricing. Finally Garnier decided on the following price for its product. Channel Strategy Garnier are found in all distribution channels, from hair salons and perfumeries to hyper – and supermarkets, health/beauty outlets, pharmacies and direct mail. Garnier has developed massive sampling and street smart initiatives involving direct contact with customers in all countries. Garnier has a website GarnierBeautyBar. om which is presented like a real house where you can visit each room and/or personally experiment with one of the Garnier sub-brands. The branded house has constructed a virtual house in which all the brands in the family in the brands in the family are brought together with a view to offering an intense produce experience. Garnier’s (male and female) customers enter via the Garnier Hall from where they can go to the Beauty Lounge, Style Room, Tonic Area or Game Zone and try out their futurelooks, carry out personalized diagnostic tests or simply experiment and develop their customer loyalty.
Garnier has many self service or specialist stores and it adapts its policies according to the decision making process of the consumers or the distribution channels. Customer Management Strategy: Garnier has worked profusely for the formulation of an effective customer management strategy. The important aspects of customer management are: 1. Customer Expectations: Garnier promise high quality to its customers. So Garnier Men Power Light range is also a high quality product which would deliver maximum benefits to its users. II. Service Quality Management:
Garnier India have a strong distribution channel and a large sales force which works to make Garnier products a memorable experience for the consumer. Body Shop acquired by L’Oreal helps the customers in choosing the right product for their skin. This would ensure satisfactory service quality management. GARNIER ANTICEPTIC CREAM: PRODUCT: Garnier is an antiseptic cream made up of whose main pod is its ingredients. We need to use such ingredients which have not any harmful effect at all. So we are using glycerin, neem, banana, aloe Vera and some other natural ingredients.
Glycerin: As all are making skins softer. Glycerin is always known for making skin soft Aloe Vera:is considered as a heeling element thetwo are main ingredients of our product, one thingalso to be noticed that we will use less no. of chemicals as possible. PRICE: Price of garnier is reasonable according to needs and buying capacity of target market we also price it according to competitors’ pricing strategy. We will charge little more price than competitors as according to our brand image. As price of 20gm pack of boro soft is Rs. 7. so will charge our price according to it.
We are proving our product in three packs. 1. 20 gm pack of Rs. 10. 2. 50 gm pack of Rs. 30 3. 100gm pack of Rs 70. PLACE: Garnier’s headquarter is situated in Paris as it is a multinational company . However home office location has little to do with the actual distribution of garnier antiseptic. Garnier will use following distribution channel. •0 level distribution channel: in this there are manufacturer and consumer. •1 level distribution channel: in this there are manufacturer, retailer and consumer. •2 level distribution channel: in this there are manufacturer, wholesaler, retailer, and consumer.
Our product is available at every retail shop, malls and in every cosmetic shop. It is also available online on our website www. garnier. com,u can also buy it from there. Company is also providing query center where customer can share their problems with our specialist and they will tell them the benefits of product and handle their queries about their skin problem it another benefit which no any competitor is providing. Promotion As the image of our :product is branded so place where we are launching our product is metro cities which are Delhi and Mumbai.
As we are making its image as superior than competitors and having little bit more price than competitors. So we will first launch it on place where people can afford it easily and have trust on brand more and the loyal customers of brand are more. We know that in metro cities ladies use branded product more and garnier product are considered as branded one, and loyal customers of garnier are more in metro cities than in any other area. This is beneficial for us to launch it in metro cities first and then on all India level.
We also use direct marketing concept because our product is new and there are more range of internet users and other main reason is that more no. of people have shortage of time and they want everything in less time so we are using the concept of direct marketing where people can directly buy our product online without any middle man. GARNIER FRUCTIS STRATEGY ADOPTED SALES PROMOTION Viral Marketing: PolicyViral marketing describes any strategy that encourages individuals to passon a marketing message to others, creating the potential for exponentialgrowth in the message’s exposure and influence.
Contest: Introduced the aspect of five time’s stronger hair and the firm had a braidcompetition whereby consumers could register on a site and create a knoton the Fructis braid, as part of their entry into the contest. ADVERTISEMENT STRATEGY Endorsement By Bollywood Stars? Company has chosen a prominent and internationally famousBollywood face Kareena Kapoor to give hair care tips to thecustomers.? Kareena Kapoor has been chosen for Garnier endorsementbecause of her popularity and her confidence and to make itmore reachable to the youths of India. Segmentation Strategy
Demographic Segmentation ? Gender Men- Garnier MEN conditioners, along with the shampoo, face wash, moisturizer and oil control + moisturizer. Women- Garnier Women Garnier Hair Shampoo & Conditioner-Fructis Shampoo, Fructis Anti Dandruff Shampoo, Fructis Conditioners as well as other skin care products. ?Age Group :Teenagers – Garnier Fructis Kids hair Sporty Strawberry Shampoo. Garnier targeted the segment between age group say (5- 14). ? Income Garnier’s main target categories are high income group and middle income group Psychographic Segmentation Garnier Fructis Anti Dandruff, the dandruff control segment includes people from all age groups with the exception of children. ? Garnier Fructis Color shield, the color protection segment is mainly comprised of young people, teens, and a high volume of the adult population. Behavioral Segmentation ? Garnier Fructis Daily Care is completely satisfying needs andwants simply because it provides a terrific hair care and a sense ofuniqueness. ?Garnier Fructis focuses on four identified segments: Dandruffcontrol, color protection, moisture and nutrition, and yet anotherwith control of frizz, waves and curls.