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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

ingredients Competitive pricing devoid of

any differentiation

premium over mass brands


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

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.

Existing competition

Changing Consumer Lifestyles.


Beauty products market growing with a significant rate.

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 27

Agree

Neither Agree nor disagree


Disagree Strongly disagree
8

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.

MARKET RESEARCH ANALYSIS


SURVEY FINDINGS
HYPOTHESES I Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 1 2 3 4 15% 17% 28% 21% 20% 18% 20% 22% 15% 24% 18% 31% 27% ADEVERTISEMENTS 39%

40%

42%

PACKAGING
NATURAL INGREDIENTS FRAGRANCE

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% 3% 68% 6%

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