Post on 21-May-2015
description
BRAND DOSSIER OF “GARNIER FRUCTIS”
MARKETING MANAGEMENT 1 PRESENTATION
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.
L’Oreal entered in India in 1992 with its Garnier Ultra Doux range of
shampoos.
Garnier accounts for almost 90%of the company’s 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
ingredients
Competitive pricing devoid of
any differentiation
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.
STRATEGY ADOPTED
Advertisement
Sales Promotion
Segmentation
Distribution
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 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 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
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.
Segmentation Strategy
STRATEGY ADOPTED
Demographic Segmentation
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
Segmentation Strategy
STRATEGY ADOPTED
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.
Segmentation Strategy
STRATEGY ADOPTED
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.
Segmentation Strategy
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
SWOT SWOT
Presence in Emerging Markets.
Strong R&D Capability.
Variants available.
High Price
Limited Differentiation
Late Entry into Asian markets.
Unable to gain much of market
share.
Demand for Natural Cosmetics.
Changing Consumer Lifestyles.
Beauty products market
growing with a significant rate.
Existing competition
Price Competition among
Branded Manufacturers
Strengths Weaknesses
Opportunities Threats
MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
Analysis Inferences
RESEARCH INSTRUMENT Sample Size and Data
Analysis tools Questionnaire design
HYPOTHESES DESIGN
List of Hypotheses
MARKET RESEARCH ANALYSIS
List of Hypotheses
Garnier Fructis provides substitute for natural
ingredients used for hair nourishment
Garnier Fructis makes the hair long and Strong and
Shines with all its strength
HYPOTHESES DESIGN
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 PRIMARY RESEARCH
97%
3% Shampoo User
Non Shampoo User
Q 1. What do you use to clean your hair?
10% 16%
22% 14%
17%
9% 6% 6%
Pantene Dove Head and Shoulders Garnier Others Loreal Sunsilk Clinic Plus
Q 2. Kindly specify the brand of hair care that you currently use
MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
79%
16%
5%
Q6 : If you are asked to change your shampoo will you go for it?
May be. If I will get better product, I may be willing to change.
No never
yes
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
3
27
53
13
8
0
10
20
30
40
50
60
Strongly Agree Agree Neither Agree nor disagree
Disagree Strongly disagree
Strongly Agree
Agree
Neither Agree nor disagree
Disagree
Strongly disagree
Q 7. Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair
Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair.
HYPOTHESES I
MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4
28%
21% 20%
31%
15% 18%
42%
24%
39%
20% 22%
18% 17%
40%
15%
27%
Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis
ADEVERTISEMENTS
PACKAGING
NATURAL INGREDIENTS
FRAGRANCE
Natural ingredients influence most the purchase of Garnier Fructis.
HYPOTHESES I
MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
56%
10%
12%
7%
4% 3%
8% Garnier Fructis
Head & shoulders
Pantene
Sunsilk
L'oreal
Clinic Plus
Others
Q 4. What brand comes to your mind when you think of "Long and Strong Hair"?
56% respondent relates Garnier Fructis with “Long and Strong Hair”
HYPOTHESES II
MARKET RESEARCH ANALYSIS
68%
3%
11%
12% 6% Garnier Fructis
Clinic All Clear
Head & Shoulders
Pantene
Others
Q 05. Which brand from the given list do you associate the line “Long and Strong Hair” with?
SURVEY FINDINGS
68% respondents thinks Garnier Fructis provides Long and Strong hair
HYPOTHESES II
MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
0 0.5
1 1.5
2 2.5
3 3.5
4 4.5
INGREDIENTS IN THE
SHAMPOO
ABILITY TO MAKE THE HAIR SHINY
ABILITY OF THE SHAMPOO TO
REMOVE DANDRUFF
ABILITY OF THE SHAMPOO TO
MAKE THE HAIR
STRONGER
ABILITY OF THE SHAMPOO TO
MAKE HAIR LONGER
3.47 3.78
4.15 4.21
3.36
Q 3. Rate the attributes in the order of importance.
HYPOTHESES I & HYPOTHESES II
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