Prepared By:
Mehul Rasadiya
K.K.Parekh Institute Of Management
Brand positioning of Garneir
Creating the Brand Position
Defined
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The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Positioning
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Brand Positioning
• Customer wants and needs
• Company capabilities
• Competitive actions
Quality
Price
Brand A
BC
DE
F
G
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Value Proposition
What the brand is
What the brand
could be
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Value Proposition Examples
Company (Product) Target Customers Key Benefit Price
Premium Value Proposition
Perdue (chicken)
Quality-conscious consumers Tenderness 10% More tender golden chicken
at a moderate price
Volvo (station wagons)
Safety-conscious upscale families
Durability and safety 20%
The safest, most durable wagon in which your family can ride.
Domino’s (pizza)
Convenience-minded pizza lovers
Delivery speed and good quality
15%A good hot pizza, delivered promptly to your door, at a moderate price.
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Brand Positioning
Frame of Reference
Points of parity / difference
Brand mantra
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Brand Mantras
Nike – “authentic athletic performance”
Disney – “fun family entertainment”
Brand Mantra Criteria:• Communicate• Simplify• Inspire
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Establishing Brand Positioning
Internally
Points of difference
Communicate Category Membership• Category Benefits• Compare to exemplars• Product descriptor
Points of parity
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Emotional Branding
Emotional
Rational
Lovemarks• Mystery• Sensuality• Intimacy
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Emotional Branding
Share of Market
Share of Mind
Share of Heart
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Emotional Branding
Market Share Mind Share Heart Share
2011 2012 2013 2011 2012 2013 2011 2012 2013
Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 30%
Competitor B 30 34 37 30 31 35 44 47 53
Competitor C 20 19 19 10 11 11 11 11 8
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Alternative Positioning Approaches
Brand Narratives / Storytelling
Brand Journalism
Cultural Branding
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Small Business Positioning• Creative, low-cost research• Focus on fewer, stronger brands• Integrated brand elements• Create buzz• Build a brand community• Secondary associations
Creativity
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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
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