Garnier fructis

BRAND DOSSIER OF “GARNIER FRUCTIS”

MARKETING MANAGEMENT 1 PRESENTATION

AGENDAIntroduction to Garnier

Brand Positioning and Repositioning

Strategies Adopted

Advertising

Sales Promotion

Segmentation

Distribution Strategy

Tackling Competition

SWOT Analysis

Market Research Analysis

Net Take Away

Recommendation

INTRODUCTION TO GARNIER

Garnier is a division of L'Oreal that produces hair care products,

including the Fructis line, and skin care products under the name,

Nutritioniste, that are sold around the world.

L’Oreal entered in India in 1992 with its Garnier Ultra Doux range of

shampoos.

Garnier accounts for almost 90%of the company’s turnover in India.

Having entered the country in 1992, the company revolutionised its

tactics by rolling out Garnier Colour Naturals, a low-cost hair dye

developed specifically for the Asian nation.

BRAND POSITIONING AND REPOSITIONING

INITIAL POSITIONING

Garnier Ultra Doux Shampoo -

Ayurveda and natural

ingredients

Competitive pricing devoid of

any differentiation

REPOSITIONING

Ultra doux to Garnier Fructis

Garnier Synergie to Garnier

Skin naturals

The prices were set at a slight

premium over mass brands

Garnier Fructis Shampoo + Oil

which eliminated the need of

two separate hair-care routines.

STRATEGY ADOPTED

Advertisement

Sales Promotion

Segmentation

Distribution

STRATEGY ADOPTED

ADVERTISEMENT STRATEGY

TV Commercials

Radio Promotions

News Papers

Magazines

Internet

STRATEGY ADOPTED

SALES PROMOTION

Viral Marketing Policy

Viral marketing describes any strategy that encourages individuals to pass

on a marketing message to others, creating the potential for exponential

growth in the message’s exposure and influence.

Contest

Introduced the aspect of five time’s stronger hair and the firm had a braid

competition whereby consumers could register on a site and create a knot

on the Fructis braid, as part of their entry into the contest.

STRATEGY ADOPTED

ADVERTISEMENT STRATEGY

Endorsement By Bollywood Stars

Company has chosen a prominent and internationally famous

Bollywood face Kareena Kapoor to give hair care tips to the

customers.

Kareena Kapoor has been chosen for Garnier endorsement

because of her popularity and her confidence and to make it

more reachable to the youths of India.

STRATEGY ADOPTED

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.

Segmentation Strategy

STRATEGY ADOPTED

Demographic SegmentationAge 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


STRATEGY ADOPTED

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.


STRATEGY ADOPTED

Behavioral Segmentation

Garnier Fructis Daily Care is completely satisfying needs and

wants simply because it provides a terrific hair care and a sense of

uniqueness.

Garnier Fructis focuses on four identified segments: Dandruff

control, color protection, moisture and nutrition, and yet another

with control of frizz, waves and curls.


STRATEGY ADOPTED

DISTRIBUTION STRATEGY

Manufacturer

Wholesaler

Retailer

Consumer

TACKLING COMPETITION

Innovated new products at regular intervals.

Launched shampoo + oil 2 in 1 shampoo especially for

Indian market

Used blend of foreign and Indian models for

marketing strategy

Exclusive partnership with Teracycle Inc.

SWOT ANALYSIS

SWOT

Presence in Emerging Markets.

Strong R&D Capability.

Variants available.

High Price

Limited Differentiation

Late Entry into Asian markets.

Unable to gain much of market

share.

Demand for Natural Cosmetics.

Changing Consumer Lifestyles.

Beauty products market

growing with a significant rate.

Existing competition

Price Competition among

Branded Manufacturers

Strengths Weaknesses

Opportunities Threats

MARKET RESEARCH ANALYSIS


List of HypothesesGarnier Fructis provides

substitute for natural ingredients used for hair

nourishment

Garnier Fructis makes the hair long and Strong and Shines

with all its strength

HYPOTHESES DESIGN


RESEARCH INSTRUMENTS

Sample Size : 104 respondents Data Analysis Tools :

Pie Chart Histogram Likert Scale Rank Correlation

Questionnaire : A set of eight questions designed to analyze our hypothesis.


SURVEY FINDINGS

PRIMARY RESEARCH

97%

3%Shampoo User

Non Shampoo User

Q 1. What do you use to clean your hair?

10%16%

22%14%

17%

9% 6% 6%

Pantene Dove Head and Shoulders Garnier Others

Loreal Sunsilk Clinic Plus

Q 2. Kindly specify the brand of hair care that you currently use


SURVEY FINDINGS

79%

16%

5%

Q6 : If you are asked to change your shampoo will you go for it?

May be. If I will get better product, I may be willing to change.

No never

yes

This graph shows 79% Of respondents are not Brand loyal and Garnier Fructis can gain those consumers by strengthening its marketing and distribution strategy


SURVEY FINDINGS

Strongly Agree Agree Neither Agree nor disagree

Disagree Strongly disagree

0

10

20

30

40

50

60

3

27

53

138

Series1

Q 7. Garnier Fructis contains natural ingredients which can replace tradi-tional way of cleaning hair

Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair.

HYPOTHESES I


SURVEY FINDINGS

1 2 3 40%

5%

10%

15%

20%

25%

30%

35%

40%

45%

28%

21% 20%

31%

15%18%

42%

24%

39%

20%22%

18%17%

40%

15%

27%

Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis

ADEVERTISEMENTSPACKAGINGNATURAL INGREDIENTSFRAGRANCE

Natural ingredients influence most the purchase of Garnier Fructis.

HYPOTHESES I


SURVEY FINDINGS

56%

11%

13%

7%4% 3% 8% Garnier Fructis

Head & shouldersPanteneSunsilkL'orealClinic PlusOthers

Q 4. What brand comes to your mind when you think of "Long and Strong Hair"?

56% respondent relates Garnier Fructis with “Long and Strong Hair”

HYPOTHESES II


68%

3%

11%

12% 6%Garnier FructisClinic All ClearHead & ShouldersPanteneOthers

Q 05. Which brand from the given list do you associate the line “Long and Strong Hair” with?

SURVEY FINDINGS

68% respondents thinks Garnier Fructis provides Long and Strong hair

HYPOTHESES II


SURVEY FINDINGS

INGREDIENTS IN THE SHAMPOO

ABILITY TO MAKE THE HAIR

SHINY

ABILITY OF THE SHAMPOO TO

REMOVE DANDRUFF


MAKE THE HAIR STRONGER


MAKE HAIR LONGER

00.5

11.5

22.5

33.5

44.5

3.473.78

4.15 4.21

3.36

Q 3. Rate the attributes in the order of importance.

HYPOTHESES I & HYPOTHESES II

The ability of the shampoo to make the hair stronger is the most highly rated attribute.


NET TAKE AWAY

97% of sample size are shampoo users.

14% of sample size uses Garnier Fructis.

Most of the respondents agree that Garnier Fructis contains natural ingredients.

62% of the sample size believes that Garnier Fructis provides long and strong hair.

Presented By -Debasish Devkumar PadhyNamit SachdevaSumit KhandelwalSumedha Dutta

Garnier fructis

Business

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