Garnier Shampoo Project

GARNIER SHAMPOO PROJECT OBJECTIVE: The objective of our project is to comprehensively research on one of the most successful sub-brands of L’Oreal- GARNIER. * Within Garnier, we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. We have essentially focused on shampoos and conditioners. * We have researched on the brand perception of the product by the customers and customer loyalty towards the product. * The stress however has been on the PRODUCT out of all the four P’s and on the consumer behavior and their perception towards the brand.

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We have also focused on the current leading competitors of Garnier-Garnier and conducted a brief study on their marketing strategies. * Within Garnier, we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. We have essentially focused on shampoos and conditioners. * Our research has been aimed at understanding the market share of Garnier within the L’Oreal brand and among other brands.

Also we have captured the market capabilities of Garnier hair care shampoos and conditioners. We have researched on the brand perception of the product by the customers and customer loyalty towards the product. * We have also stressed on the four P’s of marketing in relation to this product and the marketing strategies that have been adopted by L’Oreal, essentially Garnier from time to time. * The stress however has been on the PRODUCT out of all the four P’s and on the consumer behaviour and their perception towards the brand. * We have also focused on the current leading competitors of L’Oreal-Garnier and conducted a brief study on their marketing strategies. INTRODUCTION Brand : Garnier

Company : Loreal India Agency : Lowe Lintas Brand Analysis Count : 437 Garnier is a brand that epitomizes smart marketing practice. This is a brand that came to India in 1991 and crafted a special place for itself in the Indian market. This is one global brand which has understood the dynamics of Indian market. Garnier came to India with its Ultra Duox range of shampoos. The brand is a mass market brand from Loreal which has a range of global premium personal care brands like Maybelline, Ralph Lauren. , Diesel ,Vichy etc. Loreal started its operations as a joint venture with MJ Group .

Later in 1994, the company started its own operations. All through these years, Garnier had a very consistent marketing approach. What I liked about this brand was the kind of investment that it had put in for marketing activities. Of course all these happened because it had the support of its parent company. Garnier can be considered as a masstige brand. Although positioned as a premium offering, the brand was wise enough to price it reasonable. Currently Garnier is targeting the middle and upper socio-economic class. Globally Loreal is a company that is famous for its product innovation.

Garnier too has built its brand by launching new products on a regular basis. A strategy based on product innovation works best for a brand like Garnier. When the consumer sees regular new product flow from the brand, it creates a sense of excitement within the consumer which will prompt her to stick to this brand. Garnier was the first brand to introduce a cream based hair coloring solution. Garnier is now present in a diverse range of personal care product categories. It is present in the hair-care and skin-care segments. The brand have two sub-brands : Garnier Fructis and Garnier Ultra Doux.

Fructis is an interesting sub-brand which has clicked in the Indian market because of its positioning as a fruit based product. Consumers readily embraced this variant because it made sense to depend on a natural shampoo rather than chemical based one. 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 in the sense that it has tried to emphasis individual product properties rather than a common brand image.

Most of its commercials are emphasizing on product strengths and innovation. The brand is an example of the success of rational product based advertising success. The brand is also sending a message that Indian consumers are also influenced by rational messages and product innovations rather than mindless emotional blah-blahs. Another interesting marketing strategy adopted by Garnier is its advertising execution. True to its global parentage, Garnier was careful in its advertising theme. It uses a blend of foreign and Indian models and themes for its campaign.

Garnier ads can be termed as localized international advertising which has a global touch but does not appear alien to Indian realities. The brand uses a careful blend of celebrities and models in their campaigns without relying much on their individual persona. Their products are always the stars in their campaigns. Recently Garnier launched another new innovative product in the Indian market – Garnier Shampoo + Oil 2 in 1 shampoo. This is something that Indian consumer has never seen before. And a product which Indian consumer find little difficult to believe.

Shampoo and oil are something that is not supposed to work together. In fact shampoo is used against oil. ndian consumers are habituated to using oil regularly and time usually works against using them both. And since these two products are supposed to work against each other and time factor prevents them from using both, Garnier has thought of a plan to integrate north-pole and south-pole together. Garnier Oil + Shampoo is a blend of 3 oils and shampoo. According to press release, the oil will work within to strengthen the hair and shampoo will clean the hair.

This shampoo variant contains three oils – Olive, Avocado and Shea oil. Recently, one of my earlier students talked to me about this brand launch. She and her group had suggest such a product combination during a project presentation to me as a part of the marketing course three years back. I remember taking the group to a series of tough questioning (in other words -blasting) about the acceptance of such a product in the Indian market. She was delighted that such an idea being implemented in the real marketing world. My primary doubt is whether the brand be able to convince the customer that shampoo and oil can go together?

Here the brand is trying to redefine a negative relationship between two attributes and trying to convince the customers that there is a scope for these two working together positively. According to Prof Kevin lane Keller, this strategy is difficult but once established, it can be a powerful differentiator. What the brand has to do is to develop a credible story that consumers can agree (source: Strategic Brand Management by Keller) Whether these innovations fail or succeed, Garnier gains much equity through these steady stream of product launches.

The premium positioning, smart pricing, heavy investment in brand promotion, innovative products and strong distribution reach has enabled this brand to create a special place in the Indian personal care industry. Slogans Adopted by Company Slogan is a very important element for a brand because it makes it that much easier to increase consumers retention rate and desire. It is a advertising statement that describes what your brand is all about. Some slogans have an attitude like Nike’s “Just do it” or a statement of what they are trying to accomplish like Nokia’s “connecting people”.

There’s a lot of confusing slogans out there so being concise and precise is crucial for an effective slogan for branding. Slogans must be concise in order to be effective. Slogan taking up a whole sentence to convey your brand is less effective than a slogan with just 3 words. The less words, the easier it is for the consumer to remember your slogan. Remember that the human memory is limited so you must do your best to convey your message as short as possible for optimal recall rate (less equals more in this situation). Slogans must be precise as well in order to be effective.

Those few words used in your slogan must convey exactly what you are trying to achieve. Slogans that leave the consumers guessing or confused will give them a much harder time understanding your brand and you do not want that to happen. The slogan must be precise and concise in order for consumers to understand what your brand is all about. It can be very hard to make a good slogan because most companies keep making new ones to improve it. The slogan accompanied by a logo makes an effective advertising unit of its own. This is part of the marketing business strategies of success.

Fructis is an interesting sub-brand which has clicked in the Indian market because of its positioning as a fruit based product. Consumers readily embraced this variant because it made sense to depend on a natural shampoo rather than chemical based one. Garnier is positioned as a nature- based (green) innovative personal care brand, which takes care of your skin. “Apna Khayaal Rakhna” Meaning of the slogan : English: The brand has a very catchy tagline “Take Care”; “For hair that shines with all its strength” (Fructis); “Great skin from the inside out” (skincare) Garnier Shampoo Review:-

Ritu – I have been garnier fructis shampoos for ages except childhood (this is the phase in everyone’s life when you are indifferent about stuffs mom pour on you… Right? From last 5 years I have been suffering from acute hair fall. I saw the commercial of Parachute hair fall therapy oil for hair fall and bought it. I did help me out in hair fall and my locks were on the scalp only instead of comb. But later for some or other reason (I don’t remember the reason) I left using it. Hair fall again started. That’s the consequence of using these kinds of products. Whenever you stop using these, the problems resumes again.

One day mom bought these fall fight shampoos (before that I was using its long and strong) as there was a scheme going on that time, that at the price of one shampoo, you are getting two of them (that’s why the price is quoted 000 here. as it is the second bottle). My mom is also using this and she is also happy with its result Supriya – i am so glad you found your hg shampoo.. and this shampoo does sound like a miracle worker.. btw i am true believer in buying cheap shampoos and investing only in good hair masques for occasional pampering.. i buy cheap conditioners.. and the one i love right now is VO5 deep elixir. tw since i always oil my hair before washing , i wanted to know is this shampoo good at removing oil Rupam – hi supriya even i oil my hair before doing shampoo and this shampoo really removes the oil from the scalp and the hair.. I have used Himalaya shampoos and they were not able to remove the oil at all as they didn’t have any cleansing agent in it and hence they were very mild. MARKET RESEARCH ANALYSIS The Garnier Fructis fortifying cream shampoo colour last is one of a large assortment of shampoos on the market. In the midst of such a large range of competitors, Garnier has taken steps to make their product stand out.

The product is distinctively designed with a dark red bottle, combined with a dark green cap and label. The opening cap is small and rounded and differs to the usual large opening cap of most shampoos. The general theme amongst shampoos is very bright bold colours so this products darker colours does differentiate the product. Consumers purchasing this product need cleaner hair and a product that will prolong their highlights or completely dyed hair. The product labelling reassures the consumer that the product will meet this need by describing the features of the product.

The labelling describes how the product has a double action: nourishes + resists colour fading (Product label), thereby seeking to profess that they are meeting the needs of the buyer. So people in the target market of having coloured hair will be attracted to this product because of these attributes. The main consumers who buy this product are women and casual surveillance of shoppers in the health products section of the supermarket showed that a large degree of women will take two to three minutes to select a shampoo. Where this product is not available, the most probable outcome would be that consumers would select a substitute product.

This is because therea€™s many available alternative shampoos on the market and they all generally do the same job and profess the same sort of benefits. The Garnier shampoo range is quite diverse with shampoos specifically for normal, dry hair, dry damaged and stressed out hair, wavy hair and of course colour last. The first four shampoo hair types though come in a green bottle, with the colour last being the only one in a red bottle. STRATEGY ADOPTED * Distribution Segmentation :- * TV Commercials * Radio * Promotions * News Papers * Magazines * Internet * SALES PROMOTION :- Viral Marketing Policy – Viral marketing describes any strategy that encourages individuals to passion a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. * Contest – Introduced the aspect of five time’s stronger hair and the firm had a braid competition whereby consumers could register on a site and create a knoton the Fructis braid, as part of their entry into the contest. * Advertisement :- 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. * 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. * Age Group Teenagers – Garnier Fructis Kids hair Sporty Strawberry Shampoo. Garnier targeted the segment between age group say (5- 14). Income Garnier’s main target categories are high income group and middle income group * 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. * 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. * DISTRIBUTION STRATEGY :- Survey of different Shampoo Brands, according to Canstar Blue survey Brand| Overall satisfaction*| Value for money| Effectiveness| Consistency| Fragrance| | Dove| | | | | | Garnier| | | | | | head ; shoulders| | | | | | Herbal Essences| | | | | | L’Oreal| | | | | | Natures Organics| | | | | | Palmolive| | | | | | Pantene| | | | | | Schwarzkopf| | | | | | Sunsilk| | | | | | TRESemme| | | | | |

Hair care products with tags boasting a higher price are not the only path to camera-ready hair, with nearly half of the respondents to our recent survey saying they get the same results from supermarket shampoo brands as from salon brands. They’re not looking online for a better deal either – only eight percent had turned to the internet to buy shampoo and other basic personal care items for a cheaper price. Only five percent of customers said they had spent more than $400 on a trip to the hairdresser, with just four percent spending $200 a month on hair care in general.

We also saw brand loyalty from 43% of respondents whom had been purchasing the same shampoo brand for more than three years. Men were especially likely to stick to one product, with 50% (versus 38% of women) committed to a single brand. On the hunt for a great shampoo? Our survey respondents have helped us narrow down the best of the bunch. We found that L’Oreal customers were most satisfied with their shampoo brand overall, earning the cosmetics brand our most satisfied customers award for 2012. Also rated were Natures Organics, Pantene, Sunsilk, Schwarzkopf, TRESemme, Herbal Essences, Garnier, Palmolive, head & shoulders and Dove.

SWOT ANALYSIS * Strengths :- * Presence in Emerging Markets * Strong R & D Capability. * Variants available * Strong and Focused Brand Portfolio. * Geographical Coverage. * Weaknesses :- * High Price * Dependence on Western European Markets * Limited Differentiation * Late Entry into Asian markets. * Unable to gain much of market share. * Opportunities :- * Demand for Natural Cosmetics. * Changing Consumer Lifestyles. * M&A Opportunities. * Growth in Adjacent Categories. * Growth of Direct Sales Channels * Rural market growth. * Beauty products market growing with a significant rate. Threats :- * Existing competition * Competition from Private Labels. * Price Competition among Branded Manufacturers MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market.

In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation. segmentation Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that difference between buyers within each segment is as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix.

The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in this segment. Through segmentation, the marketer can look at the differences among the customer groups and decide on appropriate strategies/offers for each group.

This is precisely why some marketing gurus/experts have described segmentation as a strategy of dividing the markets for conquering them. MARKETING STRATEGY AND MARKET SEGMENTATION Garnier’s positioning strategy is more products based in the sense that it has tried to emphasis individual product properties rather than a common brand image. Most of its commercials are emphasizing on product strengths and innovation. The brand is an example of the success of rational product based advertising success. The brand is also sending a message that Indian consumers are also influenced by rational messages.

Another interesting marketing strategy adopted by Garnier is its advertising execution. True to its global parentage, Garnier was careful in its advertising theme. It uses a blend of foreign and Indian models and themes for its campaign. Garnier ads can be termed as localized international advertising, which has a global touch but does not appear alien to Indian realities. The brand uses a careful blend of celebrities and models in their campaigns without relying much on their individual persona. Their products are always the stars in their campaigns.

Whether these innovations fail or succeed, Garnier gains much equity through this steady stream of product launches. The premium positioning, smart pricing, heavy investment in brand promotion, innovative products and strong distribution reach has enabled this brand to create a special place in the Indian personal care industry. Recently Garnier created new segment by launching Shampoo for Kids. Shampoo market is demographically divided into two segments: * Baby Shampoo: For Infants aged 1 -5 years.

Dominated by J;J * Shampoos for 18 above: This is the category where most of the shampoo brands are competing like Head and Shoulders, Sunsilk. So there is Gap in the market for age group say (5-14) Garnier Targeted this segment which either uses baby shampoos or shampoos for 18 and above. It has also positioned itself as a “no tears no tangle just strength shampoo”, which again communicates that shampooing is fun to do with no crying and tears. Communication directly targets the kids through adverts in various cartoon channels. In coming days we could see more companies entering this segment if segment seems profitable.

Well this crops another question. Is there an opportunity to launch similar product for middle aged and older people (35-55) and clearly segmenting the market under Baby shampoo, Kids, Youths and Older generation. Texture The first thing that I noticed about Garnier Fructis Anti-Dandruff Intense Cleanse shampoo is that it had a somewhat grainy texture, which reminded me a lot of a facial scrub. I thought that perhaps the “grains” were designed to remove dry skin and hoped that this product would work better than other over-the-counter anti-dandruff shampoos.

When I lathered and massaged the product into my scalp as directed, I found that I liked the texture. I tend to stay away from products which are very lathery, as they seem to worsen my psoriasis. Garnier Fructis Anti-Dandruff shampoo has a smooth, creamy texture rather than a lathery texture like Head ‘N Shoulders. Business Strategy Execution If you look at a typical organization, every company has a strategy. On the back end, you have the results you generate. But in most companies, there’s an “execution gap” between strategy and results, which is where real work gets done and where value gets created for a business.

Success Factors helps you close the execution gap in two ways:  Business Strategy Execution We help you break down your strategy into department, team and individual goals and give you tools to monitor progress against them in real-time so you can proactively guide business results. People Performance We help you make sure you have the right people in the right jobs and that every person on your team is performing to their full potential. Do these things help your business run better and help you make more money? Our customers on average found that they were almost 3% more productive as a result of implementing Success Factors.

Why? They were better able to communicate strategy and changes in strategy, they spent more time on strategic priorities, and got more projects completed. Conclusion:- Overall, Garnier Fructis Anti-Dandruff shampoo is a good option for anyone who is looking for a drugstore solution for a mild case of flakes. The product works effectively to get rid of dandruff and has a nice, light scent – but it does leave the scalp feeling a little bit tingly after washing. While I would not recommend it for severe cases of dandruff, Garnier Fructis Anti-Dandruff shampoo works much more effectively than Head ‘N Shoulders.