GARNIERFRUCTIS

MEDIA PLAN

INDEXExecutive SummarySituation Analysis Brand History Past Advertising Marketing Share Ad Expenditure Total Spending Share of Voice Media Mix Marketing Problem/PLC

Marketing Strategy Garnier SWOT Competitors’ SWOT Marketing/Advertising Objectives Target Selection

media objectives, strategies, & tactics Media Objectives Seasonality Regionality Overall Media Budget Media Selection Quintile Analysis Vehicles Budget Constraints and Scheduling Advertising Flowchart

Creative StrategyPromotion Strategy & IMC Efforts IMC Examples

Test plan & EvaluationReferences

Situation AnalysisGarnier has the second highest market share among the Top Hair Care Brands in the United States. Its advertising has cre-ated a brand image that is easily recognized. Garnier has a high BDI in the northeast and midwest regions. The brand has a low BDI in the West, but hair conditioner has a high CDI. This means that there is room for growth. Therefore, the cam-paign will focus the majority of its effort in this region.

EXECUTIVE SUMMARY

Marketing Strategy Suave Naturals holds the leading marketing share for hair conditioner in the United States. By increasing its reach, Gar-nier will begin to close the gap between its market share and Suave. Garnier will gain more of the market share by showing advertisement on TV and in magazines, which will spur brand and consumer interaction. The target audience, females ages 18 to 34, will experience an increaesd brand awareness.

MEDIA OBJECTIVES, STRATEGIES & TACTICSThe media objective is to increase reach by effectively using magazines, network TV and social media. Garnier will in-crease its presence in the months of January, April, July and October. These months are at the height of its pulsing sched-ule. Garnier will take advantage of network TV’s low CPM. Magazines will also direct the brand to a more specific audi-ence, even though the medium carries a high CPM.

CREATIVE STRATEGYGarnier’s print and TV ads will evoke a more exaggerated im-age than previously shown. The amplified campaign will cap-ture the attention of current and potential consumers, while still maintaining the integrity of the product.

PROMOTION STRATEGY & IMC EFFORTSGarnier will increase interactivity with the hashtag #SleekHair-DontCare. This hashtag will carry over in the brand’s TV and magazine advertisements. Garnier will also encourage con-sumers to use this hashtag on Instagram, Twitter and Facebook to share their adventurous stories. This will increase reach, es-pecially considering that Garnier has an underutilized social media presence.

COPY TEST / EVALUATIONGarnier will examine social media conversations and sales before the new campaign and throughout the year, increas-ing its evaluation during the campaign’s peak months. The brand will modify certain aspects to match audience senti-ment throughout the campaign.

SITUATIONANALYSIS

1904

Alfred Garnier

began market-ing his first hair tonic

1965

L’Oreal purchased

Laboratoires Garnier

1996

Fructis haircare and

styling products line started

2003

Garnier Fructis Marketing

Communication Strategy

introduced

2011

Announced partnership with TerraCycle, Inc.

BRAND HISTORY

Garnier has utilized bright colors, funny copy and interesting situations in past ads to appeal to its younger target audi-ence. It differs from many of its compet-itors in that it does not use muted colors to communicate sophistication; its style is lively, playful and entertaining.

PAST ADVERTISEMENTSGARNIER

PANTENEPantene is the only competitor that comes close to Garnier in terms of playfulness and origi-nality in its ads. Its ads are not particularly ground breaking, but use celebrities in addition to everyday models to attract a younger audience.

SUAVESuave, the leader in market share for conditioners sold in mass retailers, uses its ads to appeal to the everyday wom-an. Its visuals are neither edgy nor intriguing, and the copy could be for any other hair conditioner brand.

NEXXUSNexxus is perceived as a more high-end brand. Its ads use gray tones to emphasize the models and their super-shiny hair. Nexxus ads almost al-ways include extra copy about the product and usually only include headshots.

MARKETING SHARE

Suave

Garnier

Pantene

Nexxus

Alberto

Matrix

2.45%

2.05%

1.88%

1.81%

1.70%

1.68%

AD EXPENDITUREtotal

0  

5000  

10000  

15000  

20000  

25000  

30000  

35000  

40000  

45000  

50000  

Magazine  

Natl  N

wsp  

Outdoor  

Net  TV  

Spot  TV  

Cable  TV  

Radio  Net  

SyndicaBon  

Dollars  (0

00)   Garnier

Suave

Nexxus

Pantene

Alberto VO5

Matrix Biolage

Garnier Fructis’s total budget will be $84,670,800, with $25,049,900 al-lotted to magazines and $32,862,700 allotted to network TV. Its leading competitor, Suave Naturals, has a total budget of $41,722,200. Pantene, which has the third highest market share behind Garnier Fructis, has a total budget of $146,690,800. spending

0   20   40   60   80   100   120  

Magazine  

Natl  Nwsp  

Outdoor  

Net  TV  

Spot  TV  

Cable  TV  

Radio  Net  

SyndicaBon  

Percentage  

Matrix  Biolage  

Alberto  VO5  

Pantene  

Nexxus  

Suave  

Garnier  

Garnier Fructis has the second highest share of voice, both overall (25.1%) and individually in the magazine (22%) and network TV (32.3%) mediums. Although Suave has the leading market share, it has the fourth highest over-all share of voice with 13%. Pantene, which holds the third highest market share, has by far the highest share of voice with 45.7%.SOV

Magazine 30%

Net TV 39%

Cable TV 12%

Syndication 19%

Media MixGarnier Fructis spends the majority of its budget on network TV advertising with 39%. The brand allocates 30% of its budget to adver-

tising in magazines.

PRODUCT LIFE CYCLEAs a whole, Garnier Fructis Sleek and Shine is in the maturity stage of its PLC. The brand is well known and has distinct branding. As the brand’s high BDI numbers indicate, this stage is especially apparent in the north-eastern and midwestern regions of the United States. That being said, there is still room for growth in the West. Garnier Fructis has a low BDI in this region, but hair conditioner has a high CDI. Therefore, Garnier Fructis is targeting this area of the country (because there is still room for growth).

MARKETING PROBLEMGarnier Fructis Sleek and Shine holds the second highest market share, which is 2.05% ($18.9 mil-lion), in the Top Hair Conditioner Brands category. Garnier Fructis is second to Suave Naturals, which carries 2.45% of the market share ($22.6 million). This is due to the fact that Suave Naturals has a larger po-tential target audience because both men and children use Suave Natu-rals, in addition to women.

MARKETINGSTRATEGY

GARNIER SWOTstrengths• Parent brand, L’Oreal, established more than 100 years ago• Garnier Fructis Sleek and Shine holds second highest market share• Recognizable commercials: bright, comical and lively• Inexpensive but high quality, so it appeals to a broad range of incomes• Eco-friendly image: partners with TerraCycle and EarthShare• Uses Fortified Fruit Science to make products• Available nationwide

Opportunities• Utilize flirty, young image• Improve use of social media (Instagram, Twitter and Facebook)• Expand upon preexisting outlandish advertising• Untapped market in the West

Weaknesses• Products are more expensive than Suave Naturals, the leading competitor• Outdated version of website still exists• New website lags and is moderately difficult to browse• Twitter and Instagram accounts are boring and uninteractive• Numerous Amazon reviews say product bottle cap breaks easily

Threats• Suave Naturals: holds the highest market share, has cheaper products and is

available in several different scents• Third and fourth highest market share holders, Pantene Pro-V Always Smooth

and Nexxus Humectress, follow close behind Garnier Fructis Sleek and Shine

Competitors' SWOT

suave PANTENE NEXXUSstrengths

threats

opportunities

weaknesses

• Highest share of voice• High brand awareness because

of celebrity endorsements

• Product is more expensive when compared to many other brands

• Other brands have less expen-sive products that are equal in quality

• Relatively inexpensive• Easily accessible• Larger potential market (wom-

en, men and children)• Leading market share

• Not considered as high-end• Hard to tailor advertisements

for a large target market

• Large potential market can increase growth

• Could develop higher-end product to reach more people

• Easy to get lost in the mix of so many hair care products

• Must continue to set themselves apart with a low price and diverse product range

• High volume of sales due to effective ingredients

• Perceived as high/salon quality

• Hefty price tag for a product sold by mass retailers

• Because brand awareness is high at mass retailers, if Nexxus lowered prices it could increase sales tremendously

• Other brands are increasingly developing salon-quality products for their lines at lower prices

• Because it has the largest share of voice, Pantene has the oppor-tunity to easily increase its reach and market share

MARKETING & ADVERTISING OBJECTIVES

ADVERTISING OBJECTIVEGarnier will increase brand aware-ness by advertising on network TV during the prime time day part and in magazines that appeal to the target audience. Garnier will also advertise on the Internet because it is cost efficient. Advertising in these media will increase the brand’s reach.

MARKETING OBJECTIVEThe campaign’s marketing objec-tive is to decrease the market share gap between Garnier and Suave. If the campaign does not achieve this goal, then Garnier’s market share will either remain the same or decrease as other brands improve their advertising. Garnier’s eventual goal following is to surpass the mar-ket share of Suave.

CDI: 105BDI: *100

CDI: 100BDI: *168

CDI: 99BDI: *56

CDI: 94BDI: *110

The West Coast is a good market for an offensive ad strategy because it has a high CDI and a low BDI. The northeast and Midwest regions call for a defensive strategy because they have high BDIs and low CDIs. The market must be monitored to see whether brand sales decline or category sales further decline.

TARGETSELECTION

Garnier’s target audience is wom-en ages 18 to 34. This age group has the highest index for hair condi-tioner usage, with women ages 25 to 34 being the top users.

0

20

40

60

80

100

120

140

18-24 25-34 35-54 55+

MEDIA OBJECTIVESSTRATEGIES& TACTICS

MEDIA OBJECTIVES

By increasing print ads and using more strategic TV spot placement, Garnier will increase its fre-quency to six exposures per person during peaks in the ad schedule and to four exposures during non-peak times. By increasing awareness, Gar-nier will increase its audience and, in turn, sales.

Frequency

reachReach is most important because Garnier needs to increase the number of people buying Sleek and Shine. Garnier will increase coverage of 18 to 24 year old females, its primary target mar-ket, to 80%. Garnier will increase coverage of its secondary target market, 25 to 34 year old females, to 75%.

SEASONALITYGarnier will allot a larger portion of its budget to advertising during the following months:January - The ads will be geared toward consumers who have dry hair during winterApril - The ads will showcase trial-sized bot-tles for travel situationsJuly - The ads will target students leaving for college in the fallOctober - The ads will focus on consumers’ concerns about their appearances for holi-day gatherings

REGIONALITYIt is most advantageous for Garnier to allocate a higher amount its budget to advertising in the West. By concen-trating a large portion of the budget (40%) in this region, both frequency and reach will be increased.

OVERALL MEDIA BUDGETGarnier’s overall media budget is $84,670,800, which is a 5% increase from its original budget. Garnier will concentrate the additional 5% in the West, where the CDI is high, and the BDI is low. The additional spending will increase brand awareness and lead to more sales.

QUINTILE ANALYSISMEDIA SELECTION

Garnier will continue to allocate none of its budget to newspaper, radio and outdoor ad-vertisements because females ages 18 to 34 do not use or are not exposed to any of those mediums. Garnier will not advertise during the early and late fringe television day parts for this same reason. Instead of using Internet advertisements, Garnier will improve its so-cial media accounts, increasing interactions. No portion of the advertising budget is need-ed for improving social media accounts.

Because Garnier is focused on brand awareness, the brand will advertise during the prime time TV day part. Research shows that Garnier’s target audience is exposed to prime time TV 29% less than the average person. However, Garnier will continue to advertise due to the wide audience that can be reached from 7 p.m. to 10 p.m. CT.

Garnier’s target audience frequently reads maga-zines. Cosmopolitan (index of 169) and InTouch (index of 124) have high indexes for Garnier us-ers. Garnier Fructis will maintain its advertising budget for these two magazines.

Us Weekly (index of 161) and Glamour (index of 155) have high indexes for the target audience but low indexes for Garnier users. To increase Gar-nier’s brand awareness and market share among the Top Hair Conditioner brands, the brand will increase its advertising budget for these two mag-azines therefore increasing its reach.

TV

Vehicles

MAGAZINE InternetGarnier has the second high-est share of voice for network TV and will maintain its bud-get. The brand will advertise on network TV channels that appeal to the target audience during the prime time day part to take advantage of its low CPM.

Garnier will maintain its ad-vertising in Cosmopolitan and InTouch. Garnier will increase its magazine budget to allow more ads in Glamour and Us Weekly, which are similar to the aforementioned maga-zines, so that the brand can further expand its reach. Mag-azines allow Garnier to adver-tise directly to its primary and secondary target audiences and are worth the high CPM.

Because Garnier’s target audi-ence members are dedicated social media users, Garnier will improve and increase its social media presence, which will expand the brand’s reach in a cost efficient, or zero cost, way. Specifically, Garnier will interact with current and poten-tial consumers on Instagram, Twitter, Pinterest and Face-book.

BUDGET CONSTRAINTSNetwork TV time is expensive to purchase, but it is very cost efficient due to its low CPM. Magazines are expensive to pur-chase and are not necessarily cost efficient due to their high CPM. However, advertis-ing in magazines is necessary for Garnier selectively seek out its target audience.

budget constraints & Scheduling

Garnier will pursue a pulsing advertising schedule. The largest influxes should be every three months, in January, April, July and October. The brand will stay fresh in the consumer’s mind, and every season the consumer will have a renewed interest with-out feeling bombarded by advertisements.

scheduling

Advertising Flow chart

TV

SOCIAL MEDIA

MAGAZINE

JAN JULJUNMAYAPRMARFEB SEPAUG OCT NOV DEC

Reach Frequency GRPCost

Total Cost

Reach Frequency GRPCost

Reach Frequency GRPCost

80%

6

480

4,929,405

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

480

75%

4

300

80%

6

300

75%

4

480

75%

4

300

80%

6

300

75%

4

480

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

80%

6

480

75%

4

300

75%

4

300

Total

4,320

25,049,900

4,320

4,320

57,912,600

12,9601,440 900 900 1,440 900 900 1,440 900 900 1,440 900 900

8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630

4,929,405 4,929,405 4,929,4051,643,135 1,643,135 1,643,135 1,643,135 1,643,135 1,643,135 1,643,135 1,643,135

3,757,485 3,757,485 3,757,485 3,757,4851,252,495 1,252,495 1,252,495 1,252,495 1,252,495 1,252,495 1,252,495 1,252,495

0 0000 0 0 0 0 0 0 0 0

32,862,700

Total GRPs

CREATIVE STRATEGYGarnier appeals to young women with its vibrant pack-aging and playful TV spots. Garnier will continue to por-tray this image with print advertisements, social media campaigns and TV spot ads. The brand will catch the eyes of new consumers by taking amplifying its current personality. The advertisements will feature young wom-en in larger-than-life situations while they still maintain sleek and shiny hair. TV spots are essential to demostrate these engaging scenarios.

A young woman in a circus ring with wild animals

A young woman bungee jumping over a famous landmark (in the West)

A group of women swimming with sea creatures

For Garnier to achieve its marking objective, it will expand its target audience by taking its current hap-py, crazy brand image to the next level. The TV advertisements will portray more of a short story to the brand’s audience and will feature models in more ridiculous situations. The point is to not only catch the attention of new consumers but also to inspire them to live life to the fullest.

Garnier will ditch its current slogan, “Take Care”, and will replace it with the phrase “Tame your hair, not your life”. This message will be continued with Garnier’s increased and fully improved social media presence by creating conversations with current and potential consumers. Garnier will ask users to Insta-gram with the hashtag #SleekHairDontCare and share stories of their adventures. This hashtag will also be included in TV and print advertisements, and the conversation will continue on Twitter and Facebook.

Each peak of Garnier’s pulsing schedule is a period of time when adventure is most likely to be pursued. After the campaign is aired and seen in magazines, it will come naturally to users to share their stories during these periods of time. This widespread interaction between Garnier and consumers will increase reach, especially considering how weak the brand’s social media presence currently is.

PROMOTION STRATEGY & IMC EFFORTS

This ad will run in April before consumers take their vacations.

This ad will run in January when cold weather brings split ends.

This ad will run in October, the beginning of holiday season.

TEST PLAN & EVALUATIONGarnier will test its media plan to confirm that its campaign has increased reach, brand awareness and market share. Before Garnier launches the campaign nationwide, the brand’s focus will first be placed in a college town in the West. If the target audience is responsive, Garnier will use its feedback to improve the campaign for the entire country and this region.

Garnier will examine social media conversations before the start of the new campaign and through-out the year, with an increased amount of focus during the peak months of its campaign. Garnier will read what people say about the brand online and analyze the extent to which they participate with the campaign (#SleekHairDontCare).

Garnier’s brand awareness will continue to increase as the brand modifies aspects of the cam-paign to match audience sentiment. To determine that the campaign has met the marketing goal of increasing the market share, the brand will compare Garnier Sleek and Shine’s sales before and after the campaign runs.

REFERENCES• Market Share Reporter [serial] {HF5415.2. M3558*2011 Vol1 & Vol2}• Simmons OneView• SimplyMap• http://www.garnierusa.com• http://www.bloom.com/garnier?___store=default • http://bizdom.blogspot.com/2010/07/brand-profile-garnier.html• http://www.scribd.com/doc/61246965/Brand-Dossier-of-Garnier-Fructis

Jacqueline ElliottPaige Fenerty

Anna Kalmbach

Lily WinnettCorinne Richter