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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.
REPOSITIONING Ultra doux to Garnier Fructis Garnier Synergie to Garnier Skin naturals The prices were set at a slight
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
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
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
STRATEGY ADOPTED
DISTRIBUTION STRATEGY
Manufacturer
Wholesaler
Retailer
Consumer
TACKLING COMPETITION
Innovated new products at regular intervals.
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
Existing competition
RESEARCH INSTRUMENT
Sample Size and Data Analysis tools
Questionnaire design
List of Hypotheses
Garnier Fructis makes the hair long and Strong and Shines with all its strength
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%
6% 6% 10%
16% 22%
97%
17% 14%
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
60
Strongly Agree
40 30 27
Agree
20
13 10 3 0 Strongly Agree Agree Neither Agree nor disagree Disagree Strongly disagree
Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair.
40%
42%
PACKAGING
NATURAL INGREDIENTS FRAGRANCE
Garnier Fructis Head & shoulders Pantene Sunsilk L'oreal Clinic Plus Others
56% respondent relates Garnier Fructis with Long and Strong Hair
Garnier Fructis Clinic All Clear Head & Shoulders Pantene Others
68% respondents thinks Garnier Fructis provides Long and Strong hair
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.
Presented By Debasish Devkumar Padhy Namit Sachdeva Sumit Khandelwal Sumedha Dutta