garnier- a consumer perspective
TRANSCRIPT
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
xxxxxxxxxxxxxxxxxxxx
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
Thank YouThank You