MARKETING MANAGEMENT 1 PRESENTATION

BRAND DOSSIER OF GARNIER FRUCTIS

AGENDA
Introduction 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. LOreal entered in India in 1992 with its Garnier Ultra Doux range of
shampoos. Garnier accounts for almost 90%of the companys 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

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.

ingredients
Competitive pricing devoid of any differentiation

STRATEGY ADOPTED

Distribution
Segmentation Sales Promotion

Advertisement

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 messages exposure and influence.

Contest
Introduced the aspect of five times 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
Segmentation Strategy
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.

STRATEGY ADOPTED
Segmentation Strategy Demographic Segmentation
Age Group Teenagers - Garnier Fructis Kids hair Sporty Strawberry Shampoo. Garnier targeted the segment between age group say (5- 14).
Income

Garniers main target categories are high income group and middle income group

STRATEGY ADOPTED
Segmentation Strategy
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
Segmentation Strategy
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
Strengths Presence in Emerging Markets.
Strong R&D Capability. Variants available.

Weaknesses High Price

Limited Differentiation Late Entry into Asian markets. Unable to gain much of market

Opportunities

SWOT

share. Threats

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

Existing competition Price Competition among Branded Manufacturers

MARKET RESEARCH ANALYSIS

HYPOTHESES DESIGN List of Hypotheses RESEARCH INSTRUMENT
Sample Size and Data Analysis tools
Questionnaire design

SURVEY FINDINGS Analysis Inferences

MARKET RESEARCH ANALYSIS HYPOTHESES DESIGN

Garnier Fructis provides substitute for natural ingredients used for hair nourishment

List of Hypotheses
Garnier Fructis makes the hair long and Strong and Shines with all its strength

MARKET RESEARCH ANALYSIS 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.

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS
PRIMARY RESEARCH
Q 1. What do you use to clean your hair?
3% Shampoo User Non Shampoo User

Q 2. Kindly specify the brand of hair care that you currently use
Pantene Head and Shoulders Others Sunsilk
9%

Dove Garnier Loreal Clinic Plus

6% 6% 10%

16% 22%

97%

17% 14%

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS
Q6 : If you are asked to change your shampoo will you go for it?
5% 16%

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

No never

yes 79%

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

MARKET RESEARCH ANALYSIS SURVEY FINDINGS

HYPOTHESES I
Q 7. Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair
53 50

60

Strongly Agree
40 30 20 27

Agree
Neither Agree nor disagree

Disagree
13 10
3 8

Strongly disagree

0 Strongly Agree Agree Neither Agree nor disagree Disagree Strongly disagree

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

MARKET RESEARCH ANALYSIS SURVEY FINDINGS

HYPOTHESES I

Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis

45% 40% 39% 40% 42%

35%
30% 25% 28% 21% 20% 18% 20% 22%

31% 27%

24%
18%

ADEVERTISEMENTS PACKAGING NATURAL INGREDIENTS FRAGRANCE

20%
15% 10% 5% 0%

15%

17%

15%

Natural ingredients influence most the purchase of Garnier Fructis.

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS
HYPOTHESES II
Q 4. What brand comes to your mind when you think of "Long and Strong Hair"?
4% 7%
12% 10% 56% 3%

8%

Garnier Fructis
Head & shoulders

Pantene
Sunsilk L'oreal

Clinic Plus
Others

56% respondent relates Garnier Fructis with Long and Strong Hair

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS
HYPOTHESES II
Q 05. Which brand from the given list do you associate the line Long and Strong Hair with?
12% 11% 6%

3% 68%

Garnier Fructis Clinic All Clear Head & Shoulders Pantene Others

68% respondents thinks Garnier Fructis provides Long and Strong hair

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS
HYPOTHESES I & HYPOTHESES II
Q 3. Rate the attributes in the order of importance.
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 3.47 3.78 4.15 4.21

3.36

INGREDIENTS IN THE SHAMPOO

ABILITY TO MAKE THE HAIR SHINY

ABILITY OF THE ABILITY OF THE ABILITY OF THE SHAMPOO TO SHAMPOO TO SHAMPOO TO REMOVE MAKE THE MAKE HAIR DANDRUFF HAIR LONGER STRONGER

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

MARKET RESEARCH ANALYSIS 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 Padhy Namit Sachdeva Sumit Khandelwal Sumedha Dutta