Prepared By:

Mehul Rasadiya

K.K.Parekh Institute Of Management

Brand positioning of Garneir

Creating the Brand Position

Defined

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The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Positioning

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Brand Positioning

• Customer wants and needs

• Company capabilities

• Competitive actions

Quality

Price

Brand A

BC

DE

F

G

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Value Proposition

What the brand is

What the brand

could be

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Value Proposition Examples

Company (Product) Target Customers Key Benefit Price

Premium Value Proposition

Perdue (chicken)

Quality-conscious consumers Tenderness 10% More tender golden chicken

at a moderate price

Volvo (station wagons)

Safety-conscious upscale families

Durability and safety 20%

The safest, most durable wagon in which your family can ride.

Domino’s (pizza)

Convenience-minded pizza lovers

Delivery speed and good quality

15%A good hot pizza, delivered promptly to your door, at a moderate price.

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Brand Positioning

Frame of Reference

Points of parity / difference

Brand mantra

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Brand Mantras

Nike – “authentic athletic performance”

Disney – “fun family entertainment”

Brand Mantra Criteria:• Communicate• Simplify• Inspire

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Establishing Brand Positioning

Internally

Points of difference

Communicate Category Membership• Category Benefits• Compare to exemplars• Product descriptor

Points of parity

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Emotional Branding

Emotional

Rational

Lovemarks• Mystery• Sensuality• Intimacy

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Emotional Branding

Share of Market

Share of Mind

Share of Heart

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Emotional Branding

Market Share Mind Share Heart Share

2011 2012 2013 2011 2012 2013 2011 2012 2013

Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30%

Competitor B 30 34 37 30 31 35 44 47 53

Competitor C 20 19 19 10 11 11 11 11 8

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Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding

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Small Business Positioning• Creative, low-cost research• Focus on fewer, stronger brands• Integrated brand elements• Create buzz• Build a brand community• Secondary associations

Creativity

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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, 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

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