Garnier FructisTake Care

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INDEX Introduction to Garnier 4 PS Brand Positioning and Repositioning Strategies Adopted

advertisement Segmentation

Tackling Competition SWOT Analysis Competitors

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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, Nutritionist, 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.

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GARNIER FRUCTICS

Parent Company

Loreal

Category Personal Care brands – Hair Care

Sector FMCG

USP Shampoo + oil eliminates need of two separate hair care routine

Product strategy

New product in current market

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4 Ps

Product

Price

Place

Promotion

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PRODUCT

SKIN HAIR BATH AND BODY

FACE WASH SHAMPOO BODY

LOTION

MOISTURIZER HAIR COLOR

DEODRANT

SCRUB CONDITIONER

EYES ANTI-HAIR FALL

CLEANSER ANTI-DANDRUFF

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PRODUCT

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PRICE

Garnier’s main target categories are high income

group and middle income group

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Place

Vast network across India

Available all over India

Follows a channel of distribution

Manufacturer

Wholesaler

Retailer

Consumer

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PROMOTION

TV Commercials

Radio Promotions

News Papers

Magazines

Internet

With the theme “APNA KHAYAL RAKHNA”

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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

Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair-care routines.

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STRATEGY ADOPTED

Endorsement By Bollywood Stars 

ADVERTISEMENT STRATEGIES

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STRATEGY ADOPTED

Demographic SegmentationGender

Men- Garnier MENconditioners, along with the shampoo, face wash, moisturizer and oil control + moisturizer. Women- Garnier WomenGarnier Hair Shampoo & Conditioner-Fructis Shampoo,  Fructis Anti Dandruff Shampoo, Fructis Conditioners as well as other skin care products

 

Segmentation Strategy

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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.

Segmentation Strategy

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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.

Segmentation Strategy

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TACKLING COMPETITON

Innovated new products at regular intervals.Launched shampoo + oil 2 in 1 shampoo especially

for Indian marketUsed blend of foreign and Indian models for

marketing strategy

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SWOT

Presence in Emerging Markets. Strong R&D Capability. Highly popular brand due to advertising and marketing.Excellent distribution network

High PriceLimited Differentiation Late Entry into Asian markets.

Demand for Natural Cosmetics. Changing Consumer Lifestyles.Beauty products market growing with a significant rate

Existing competitionPrice Competition among Branded Manufacturers

Strengths Weaknesses

Opportunities

Threats

SWOT ANALYSIS

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COMPETITORS

Head and shoulder Sunsilk Pantene

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