Garnier- A Consumer Perspective 50m

GARNIER Presented By:Yash deep Srivastava MNNIT Allahabad

Outline 1.Introduction 2.4 Ps 3.Product innovation 4.Segmentation 5.Targeting 6.Positioning 7.Opinion leaders 8.References

INTRODUCTION 

Born in 1904 in by the hand of a young chemist

Alfred Garnier who decided to create a hair tonic, based on plants and natural ingredients. Garnier 

came to India in 1991.

Garnier is a sub-brand of Global Fashion major L’oreal

which has its presence across countries like USA, Singapore, Italy, Australia, Canada, India and many others.

Contd….

Garnier

came to India with its Ultra Duox range of

shampoos.

The brand is a mass market brand from L'Oreal which has a range of global personal care brands like Maybelline, Ralph Lauren., Diesel ,Vichy etc.

Segmentation Demographic Age Gender Income

Targeting Men & Women both Modern & Fancy people Upper middle class  Teenage girls & young women

Positioning Garnier is positioned as a nature- based ( green) innovative personal care brand which takes care of your skin. The brand has a very catchy tagline " Take Care ". Garnier's positioning strategy is more product based.

Product Innovation 1980

1981/82

1984

1987

During all this period Garnier signature was only the logo

GARNIER LAUNCH WITH AMBRE SOLAIRE AND CRISTAL COLOR STARTING BUILDING HAIR EXPERTISE

ULTRA SUAVE LAUNCH STILL A REFERENCE FOR PORTUGUESE FAMILIES

STARTING STYLING FRANCHISE WITH GRAFIC

TARGETING YOUNG PEOPLE GETTING STRONGER UMBRELLA BRAND

Product Innovation contd.... 1992/93 Signature + Logo until 2001 : SPREADING EXPERTISE TO FACE CARE SYNERGIE LAUNCH FRANCHISE UMBRELLA FOR ALL GARNIER FACE CARE SKU’S

Synergie Lumi-Vitaminas

Synergie C

Synergie Pure

1998

FRUCTIS LAUNCH MAKES GARNIER GROWTH 53%

1999

NATEA LAUNCH (now NUTRISSE) LONG LASTING COLORATION BY YOUR OWN AT HOME

Product Innovation contd.... 2002

2006

2007

Logo 2002 /2004:

BODY TONIC AND BODY COCOON LAUNCH START BUILDING EXPERTISE IN BODYCARE

NEW STRATEGY LAUNCH BASED IN LAUNCH OF RENO FRUCTIS WITH NEW CLAIM “ALTA TECNOLOGIA NATURAL” RATIONAL DISTANT CLAIM PRODUCT FOCUSED

CLOSE TO CONSUMER SPOKESPERSON ENDORSEMENT. HUGE SUCCESS AND CONQUER OF #1 MARKET SHARE NEW EMOTIONAL CLAIM CONNECTING TO CONSUMER AND BUILDING PROXIMITY NEW ERA

Product Innovation contd.... 2009

2011

USP: “EVERYDAY GARNIER OFFERS YOU A GREEN PERFORMANCE TO MAXIMIZE YOUR BEAUTY” LAUNCH ORQUID VITAL THE TOP EXPERTISE OF GARNIER IN ANTI AGING SEGMENT CONTINUING STRATEGY OF

CONNECTING WITH CONSUMER AND USING REAL PEOPLE AS BRAND SPOKESPERSON

THE FUTURE…. ONE STEP FURTHER IN PROXIMITY WITH NEW COMMUNICATION

ULTRA LIFT Wrinkle Reader

BEING AT PEOPLE’S

HEART

CONTINUING OFFERING NATURAL BEAUTY BASED ON THE BRAND FOUNDATIONS:  INNOVATION  NATURALITY  AFFORDABILITY  PROXIMITY

4 Ps 1. Product 2. Price 3. Place 4. Promotion

Product

Product

Face wash, scrub

Fairness cream

Wrinkle lift

Body care

Garnier men Eye roll

Styling glue

Conditioner

Hair colour

Deodorant

Price Price of its products is quite reasonable & affordable by Upper Middle Class of Indian Society.

Place •Vast network in India •Available all over the world • Follows a channel of distribution Factory outlet Wholesaler Distributor Retailer End Consumer

Promotion •TV/radio/Print •Internet •Business and sales force promotion •With the theme “Apna khayal Rakhna” •Word of mouth- Satisfied consumer

Market analysis

xxxxxxx xxx

Cosmetics & Toiletries Rs.3000 Cr

Contribution in India

Public Relations Garnier and The Times of India launch 'Take Care Take Charge' initiative to award green ideas. Launch of Garnier Men in an Event.

Opinion Leaders & word of mouth National Karishma Kapoor John Abrahm Simon Singh Regional Satisfied s Viral marketing

Competitor analysis Garnier faces competition from various competitors1.Other fairness cream companies •Fair and Handsome • Emami •Nivea •Fair One - Shahnaaz Hussain •Fair and Lovely •Himalaya Ayurvedic Fairness Cream 2.Ayurvedic Products 3.Homemade solutions (face packs)

Primary Characteristics Key primary ingredient is fruit concentrate used in all of their products. It is a very pure & natural product as it is a combination of fruit acids,vitamin B3 & B6, fructose & glucose. The name Garnier Skin Naturals is given because they use only Natural Components to make their items.

Changing Style & Design Constant launch of new range of products as per changing needs of its Buyers & Brand’s loyal customers Garnier Fructis Shampoo comes in a very attractive Green Colored bottle which signifies that it’s a very pure & natural brand

The Packaging of hair color that comes in various shades have become a fad among young & modern women. Its Brand ambassadors such as Simone Singh also clearly states in its TV commercial that it’s a product which is very much safe to use.

Profiles Garnier mixes well with new age modern women. It is very much popular with young women who would want to nourish their Skin with essential natural fruit ingredients.

Purchase & Usage Situations Garnier is such an easily available Brand in the Market that anybody could see it in big retail Stores in India. This depicts the Brand’s strong Distribution Channel & thus, justifies for its availability all across the nation. The Brand is such an essential Skin & Hair Care Product that it can be used daily or in every 2-3 days in a week.

Brand Personality  Soft & Caring  Stylish  Upbeat & very Urban  Smart & Trendy  Pure & Natural  Attractive

References 1. http://www.afaqs.com/news/story.html?sid=239 2. www.garnier.in/ 3. www.wikipedia.org/wiki/Garnier 4. www.loreal.co.in/ 5. www.violetbag.com/Garnier_Cosmetics

Thank You