GARNIERPresented By:-Yash deep SrivastavaMNNIT Allahabad

Outline

1.Introduction 2.4 Ps3.Product innovation4.Segmentation5.Targeting6.Positioning7.Opinion leaders 8.References

Born in 1904 in France 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.

INTRODUCTION

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 premium personal care brands like

Maybelline, Ralph Lauren., Diesel ,Vichy etc.

Contd….

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.

During all this period Garnier signature was only the logo

Product Innovation

1980

GARNIER LAUNCH WITH AMBRE SOLAIRE AND CRISTAL COLOR

1981/82 1984

ULTRA SUAVE LAUNCH STILL A REFERENCE FOR PORTUGUESE

FAMILIESSTARTING BUILDING

HAIR EXPERTISE

1987

STARTING STYLING FRANCHISE

WITH GRAFIC

TARGETING YOUNG PEOPLE

GETTING STRONGER UMBRELLA

BRAND

Signature + Logo until 2001 :

1992/93

SPREADING EXPERTISE TO FACE CARE

SYNERGIE LAUNCHFRANCHISE UMBRELLA FOR ALL

GARNIER FACE CARE SKU’S

Synergie Lumi-Vitaminas

Synergie C

Synergie Pure

1998

FRUCTIS LAUNCH MAKES GARNIER

GROWTH 53%

NATEA LAUNCH (now NUTRISSE)

LONG LASTING COLORATION BY YOUR OWN AT HOME

1999

Product Innovation contd....

2002

BODY TONIC AND BODY COCOON LAUNCHSTART BUILDING

EXPERTISE IN BODYCARE

2006 2007

LAUNCH OF RENO FRUCTISWITH NEW CLAIM

“ALTA TECNOLOGIA NATURAL”

RATIONAL DISTANT CLAIM PRODUCT FOCUSED

NEW STRATEGY LAUNCH BASED IN CLOSE TO CONSUMER

SPOKESPERSON ENDORSEMENT. HUGE SUCCESS AND CONQUER OF

#1 MARKET SHARE

NEW EMOTIONAL CLAIM

CONNECTING TO CONSUMER AND BUILDING PROXIMITY NEW ERA

Logo 2002 /2004:

Product Innovation contd....

2009

LAUNCH ORQUID VITALTHE TOP EXPERTISE OF GARNIER

IN ANTI AGING SEGMENT

CONTINUING STRATEGY OF CONNECTING WITH CONSUMER

AND USING REAL PEOPLE AS BRAND SPOKESPERSON

ONE STEP FURTHER IN PROXIMITY WITH NEW

COMMUNICATION

ULTRA LIFT Wrinkle Reader

2011

THE FUTURE….

BEING AT PEOPLE’S HEART

CONTINUING OFFERING NATURAL BEAUTY BASED ON THE BRAND FOUNDATIONS:

INNOVATION NATURALITY AFFORDABILITY PROXIMITY

USP: “EVERYDAY GARNIER OFFERS YOU A GREEN PERFORMANCE TO MAXIMIZE YOUR BEAUTY”

Product Innovation contd....

4 Ps

1. Product

2. Price

3. Place

4. Promotion

Product

Product

Fairness cream Body care

Face wash, scrub Wrinkle lift

DeodorantStyling glueConditioner

Hair colour

Garnier men

Eye roll

Price

Price of its products is quite reasonable &

affordable by Upper Middle Class of Indian

Society.

Place

• Follows a channel of distribution

Factory outlet Wholesaler

Distributor

Retailer

End Consumer

•Vast network in India

•Available all over the world

•TV/radio/Print

•Internet

•Business and sales force promotion

•With the theme “Apna khayal Rakhna”

•Word of mouth- Satisfied consumer

Promotion

Market analysis

Cosmetics &Toiletries Rs.3000 Cr

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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

NationalKarishma KapoorJohn AbrahmSimon Singh

RegionalSatisfied users

Viral marketing

Garnier faces competition from various competitors-1.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)

Competitor analysis

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.

Primary Characteristics

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.

User 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

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