Brand Extension – GARNIER for Men Submitted by : Harsh Kedia

PGP30021Section A

Supervising Faculty : Prof. Sameer Mathur

Marketing Professor (IIM Lucknow)

GARNIER – A Brand Overview•Mass Cosmetics Brand of L’oreal

• Ranked 83rd among India’s most trusted Brands

•Ranked 2nd in India in Market share in Skin Care Segment

•Ranked 13th in India in Market share in Beauty and Personal Care Segment

• Entered India in 1992 with Its Ultra Doux Range of Shampoos

• Target Market : Demographic Segmentation : Consumers between age 15-40 years in the Middle Income segment (Family Income : Rs. 3 Lac – 10 Lacs PA) Higher segments of SEC B and Entry Levels of SEC A

• Core Value : Beauty through Nature

•Brand Positioning : Made for young style and health conscious consumers seeking personal care through natural products

GARNIER for MenBrand Launched in 2009

Competes in the Men’s Grooming Category

Associated celebrities : John Abraham

4P’s – PRODUCT + PRICE

Key Features

•Immediate Deep Cleansing •Micro-polishing Beads - Removes Dead Cells •Visibly Brightens Skin •Intensive Dead Cell Removal

Sizes 20g, 50g , 100g

PRICE 100g = Rs. 150/-

Key Features

•control oil, dry pimples•uproots blackheads•tighten pores•reduces redness•ligtens marks

Sizes 50g, 100g

PRICE 100g = Rs. 170/-

Key Features

•Dual Texture Face Wash•Enriched with Salicylic acid + VitC •Cleanses skin deeply•Skin looks more even

Sizes 50g, 100g

PRICE 100g = Rs. 185/-

Manufacturer – Contract Manufacturing Retailer

4P’s - PLACEDistribution Channel

PROMOTIONS

Promotional Events Banner Ads Store Displays

Target Market Target Market

Demographic : Young male in the Middle Income category (Income category : >3 Lacs PA)

Behavorial : Respond positively to natural products that help take care of their health and skin

Psychographic : Have an active and healthy lifestyle Have a need to look good throughout the day Believe in using natural products

CompetitionCompetition

Categorization : Beauty and Personal Care (Category) -> Men’s Grooming (Sub-Category) -> Men’s Skin Care (Product Type)

Frames of Reference Given that skin care can be performed by all products

offering similar product types, competes with all Skin Care Brands

For the product type (Men’s skin care) competes with brands under the product type Market Players and Brands : Emami (Fair and Handsome),

Biersdorf (Nivea for Men), Colgate- Palmolive (Palmolive for Men), HUL (Fair & Lovely Menz Active, Ponds Men)

POP’s and POD’sCtrl+Click on pics to view video

POP’s and POD’sCompare : Emami Fair and Handsome vs

Garnier for MenPOP’s :

Promotes Fairness Quick Acting

POD’s

Fair and Handsome Garnier for Men

Anyone can become Handsome Enhance your natural Beauty

Makes you attractive Takes care

For the aspiring individual For the Active Individual

Made by use of technology Has natural ingredients

Brand Positioning Core Value: “Fuel your skin with Natural

Energy” Positioning : “A skin care brand made for the

active young male who is conscious about his skin, wants to look good, and believes in using natural ingredients”

Market Statistics - Category : Men’s Grooming

Market Size : INR 46700 Million (2013 Figure)Growth : 21% CAGR

- Sub Category : Men’s skin Care • Market Size : INR 4250 Million (2013 Figures)• Growth : 37% CAGR

Market Share Brand Market Share of 0.9% in Men’s Grooming

Category Market Share grew from 0.8% in 2010 to 0.9% in

2013 Source : Euromonitor

Market Statistics

47%

10%

10%

9%

23%

Men's Skin Care

Fair and Handsome Garnier for men Nivea for men Clear Others

Source : Euromonitor

Thank You!