Professional Documents
Culture Documents
Garnier Project
Garnier Project
Management
Preface
……………………..
CERTIFICATE
DECLARATION
CONTENTS
EXECUTIVE SUMMARY
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.
COMPANY PROFILE
Garnier offers a vast range of hair color, hair care and skin care that bring
you natural beauty.
To guarantee complete satisfaction to its customers, Garnier seeks to
continually improve product performance by addressing their customer’s
specific needs using the company’s long expertise in hair care, hair color and
skin care.
To be sure Garnier products guarantee maximum effectiveness in total
harmony with the customer’s body, the company rigorously lab-tests all its
new product propositions. Evaluated by experts and consumers before being
put on the market, Garnier products give immediate and visible results. For
the natural beauty of hair and skin, the company offers to its customers,
more than simple products, providing advice and routines adapted to their
personal needs.
GARNIER TESTING POLICIES:
All products are the result of rigorous research and development and benefit
from the expertise of our multi-disciplinary scientists & research staff. Their
discoveries are frequently published in leading scientific journals and have
resulted in several patents.
Products
Garnier currently has three product lines: Fructis,
Nutrisse and Nutritionist. Fructis, started in 1996, is
the Garner line of haircare and styling products.
Nutrisse, Garnier's hair color line released in 2002,
was originally called Natea when it debuted in 1998.
Natea wasn't as successful in the United States as in
Europe, hence the name change. Garnier started
selling Nutritionist, its skincare product line, in 2005.
This is a catlog which I made for someone's
summer project (in 2009).
Innovation
Besides introducing Alfred Garnier's hair tonic in
1904, when people still used soap on their hair,
Garnier has been the first to produce sun-care items
(in 1936) and the first to make a permanent home hair
color (in 1960). Today Garnier is the number-one
brand in Europe using natural ingredients.
Logo
GARNIER recently changed its branding with the
launch of a new logo, a concept that is more aligned
with the roots of the brand: nature coupled with
technology.
products
Description
Garnier Face Wash is the ideal choice for a face
cleanser that not only removes all the impurities from
your face but also nourishes it and keeps it soft and
supple. This face wash has a natural moisturizing agent
to counteract the drying effect of water. It is a gentle
cleansing agent that complements your skin’s natural
balance. It is available in four variants:
Can your frizzy, coarse, rebellious hair withstand even the most humid
weather? Get the strength to fight frizz with Garnier Fructis Sleek & Shine.
It's specially created to smooth dry, unmanageable hair and contains
Nutritive Fruit Micro-Oils - an innovative combination of apricot and
avocado oils, and vitamins B3 and B6. Hair is 5x stronger, 5x smoother and
so much shinier. The result: Long-lasting frizz control for hair that's
incredibly sleek, even with moisture in the air.
Impossibly long locks aren't impossible with Garnier Fructis Length &
Strength! Stronger hair grows even longer. It's the first anti-breakage system
with Reinforced Active Fruit Concentrate - an innovative combination of
vitamins B3 and B6, fructose and glucose. Specially created for hard-to-
grow-long hair, this system reinforces hair, protecting it from breakage and
split ends.
Soothe your scalp! Created with Pyrithione Zinc and Active Fruit
Concentrate - an innovative combination of vitamins B3 and B6, fructose
and glucose - this double-action formula is gentle on your scalp, but ruthless
on dandruff. It's a powerful force for healthy-looking hair and the confidence
that comes with it. It helps eliminate the symptoms of dandruff, effective
with the first wash, and makes your hair up to 3 times stronger! The result:
No flakes guaranteed.
Garnier Fructis introduces the Strength & Repair System to help reverse the
signs of damage in one week, leaving hair intensely nourished, repaired from
the inside out and more resistant to breakage. The formulas with Nutritive
Fruit Micro-Oils - a combination of apricot and avocado oils - nourish hair,
and Ceramide Reconstructor to help repair and fortify hair.
Firms are now structuring their businesses in a way that allows them to grow
like a virus and lock out the existing brick and mortar competitors through
innovative pricing and exploitation of competitors' distribution channels.
The beauty of this marketing technique is that none of it requires any
marketing. Customers, who have caught the virus, do the selling. 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. Like viruses, such strategies take
advantage of rapid multiplication to explode the message to thousands, to
millions.
Increasing its ad spend for the launch of its new products, L'Oreal has been
relying more on its international campaigns to make an impact in the Indian
market. McCann Erickson in Mumbai handles the L'Oreal and Maybelline
account while Publicis India is in charge of Garnier. "The ad accounts have
been aligned according to our international affiliations with these agencies
and we try to have a mix of both the Indian and international ads," says Mr.
Rajgopal.
L'Oreal India currently has three brands in its consumer products portfolio
and there are product overlaps between its hair care, skin care and color
cosmetics brands. Garnier, L'Oreal and Maybelline have been defined by
their price segments and positioning.
Promotional Strategy
The cosmetics giant is using hairdressing schools to stimulate demand
for products many Indians saw as an alien extravagance.
Above a bank in north Bombay, India’s future hairdressers are sculpting the
tresses of volunteer models more willing to let trainees loose on their hair
than a seasoned local stylist wielding a bottle of dye. “Everyone is very
particular about their hair these days,” said Ruchi Khater, from beneath a
stack of silver foil at L’Oréal’s hairdressing academy.
For a customer who needs more than a trim, a visit to a hairdresser in India
has traditionally been something of a hair-raising experience. This was
particularly true for fair-haired Western women with layered styles and
blonde highlights. They learnt the hard way that Indian hairdressers know
little of color beyond a jet-black rinse or a streak of henna.
The solution for L’Oréal, the world’s largest beauty and cosmetics group,
was to create a market from scratch.
L’Oréal’s distribution network also plays a vital role. Over the past decade
the company has trained more than 30,000 hairdressers in India in the
use of its products.
And it has helped to establish about 300 salons in the past five years. The
theory is simple: If there is no natural demand for your goods, stimulate it.
“We have created a profession and a market,” Didier Villanueva, L’Oréal
India’s country manager, said. “If you train people they will use your
products.”
The students, who pay 200,000 rupees (£2,440) each, are green to say the
least. “Most who come do not know how to hold scissors or use a blow
dryer,” Caroline Lannuzel, academy director, said.
Emerging markets such as India are driving the growth of the cosmetics
industry. L’Oréal, which uses Aishwarya Rai, the Bollywood star and former
Miss World, as one of its international faces, estimates there are 70 million
potential consumers being created every year.
Its rivals agree. Franck Provost, the beauty salon group, also has a
hairdressing academy in Bombay and Toni & Guy opened a salon this year.
Two thirds of the population is under 35: youth will drive growth. In the
L’Oréal academy, it has at least two new potential customers.
L’Oréal hopes that very soon it will be because they think they’re worth it.
In India, advertisements for L'Oréal-branded products and the company's
Garnier line generally feature a pale model and focus on the ingredients in
the product, using take-action language like "YES to fairer and younger
looking skin" or "Against inside cell damages."
PRICE
The target segment for any product is that homogeneous group of people
which is purported to be the most potential customer for the product. The
market follows the Pareto Principle, which says that 80 per cent of the sales
come from 20 per cent of the people. Thus, for any product, one of the major
tasks of marketers is to identify the group of 20 per cent that gives 80 per
cent revenue of that product’s sale to the company. No surprise then that
major marketing efforts of companies attempt to attract the most potential
group. In the present stage of immense competition, companies are required
to effectively plan their pricing strategies to not only retain current
customers but to also expand the customer base by targeting new segments
with an aim to convert them into loyal customers.
Trying to strike a balance in its pricing strategy for the Indian market,
`L'Oreal India Private Ltd believes that by introducing more stock
keeping units (SKU's) it will be able to tide over the steep pricing of its
products.
Besides, the company has also been customizing its products for the
Indian market and there is expected to be a blend of both international
as well as Indian formulations for its products. For instance its Garnier
brand of Color Naturals is an `Indianised' product.
L'Oreal has formed a brand matrix with great power of integration. Any new
brand merged into the relevant channel will fully utilize the resources in
existing channel as well as expand L'Oreal’s whole distribution channel by
integrating its original channel. The dissemination of brand will improve
company’s overall influential power.
L'Oreal recognized the leverage effect of it brand and focus its propagandas
on brand rather than propagandas on particular product. It is dedicated in
building the relationship between its brand and the market. It aims to
enhance brand power by maintaining the good image in publicities.
L'Oreal’s efforts were also embodied on its marketing strategy. It always
concentrates on supporting those brands which can mostly represent its
advantages and leverage resources to those premium products.
To run a company in profit the place factor out of the 4p’s of marketing mix
plays a very crucial role. This includes decisions about where to sell the
product or concerns about where the customers are, and how to get to them.
It also includes the "channel of distribution" - meaning, all the different
middlemen a company use to get the product out to the customer. Garnier
runs a massive worldwide operation employing nearly 62,000 men and
women of various races, backgrounds and religions across nearly 60
countries. Part of the reason for the corporation’s success has been its
sensitivity not only to its consumers but also to each and every one of its
employees. The corporation has made sure that all their employees have
opportunities to develop themselves both personally and professionally. This
commitment by the corporation to take care of their own employees has
resulted in Garnier being rated by the European business school students as
The Employer of Choice for the year 2006. With over a century of
experience in the cosmetics industry, Garnier has established 19 global
brands and produces them in 40 factories across the world. These factories
are all state of the art and ISO 140001 certified and all of their industrial
sites are audited with the standard SA 8000 (Garnier Corporation). The
corporation makes sure that every product that rolls out from their factories
complies with their own high standards and meets or exceeds quality and
safety standards set by local governmental agencies such as the Food &
Drug Administration of the United States of America. Garnier’s success in
the cosmetic industry is due not only to their high quality, but also to the
corporation’s marketing efforts to make sure their various brands have a
strong market presence. In past 100 years that it has expanded, it has
supplied to 130 countries with offices in 58 different countries. To make its
presence feel in different parts of the world Garnier has acquired many
different companies like “The Body Shop International plc”, known as The
Body Shop, which has over 2,000 stores in more than 50 countries.
Garnier being an important brand of Garnier in both hair care and skin care
is available all round the globe easily. In Indian market the hair care
products of garnier like “garnier fructis”, “ultra doux” etc is available in both
organised and unorganized retail shops in India. The high end skin care
products like “Nutritionsite” are available only in selected retail outlets in
country. In India Garnier manufactures its products in Pune whereas it’s
registered office is in Mumbai. To popularize its product line Garnier has
occupied brand corners in many big malls and retail outlets in which garnier
products get a major chunk. Garnier has tie ups with many big beauty salons
and parlors who can promote and sell its products. Over the past decade the
company has trained more than 30,000 hairdressers in India in the use of its
products. And it has helped to establish about 300 salons in the past five
years. The theory is simple: If there is no natural demand for your goods,
stimulate it. “We have created a profession and a market,” Didier Villanueva,
L’Oréal India’s country manager, said. “If you train people they will use
your products.” Its sales in India, where it is No 2 behind Unilever, are
growing at 35 per cent a year. This year, they are about €100 million (£71
million). Although L’Oréal’s professional products division represents only
17 per cent of total revenues, hair color was the Paris-based group’s genesis
and remains the creative heart of the business. Money-spinning mass-market
brands such as Garnier are being pushed hard in India, where the company
estimates there is a market of 50 million. Garnier products are easily
available for sale on many websites in India.
Strengths
Strong and Focused Brand Portfolio.
Presence in Emerging Markets.
Strong R&D Capability.
Variants available.
Geographical Coverage.
Weaknesses
Opportunities
M&A Opportunities.
Growth in Adjacent Categories.
Demand for Natural Cosmetics.
Growth of Direct Sales Channels
Changing Consumer Lifestyles.
Rural market growth.
Beauty products market growing with a significant rate.
Threats
Figure 5
The above pie diagram indicates that out of the total 100 respondents
surveyed, 43% are working and the remaining 57% are not working and are
mostly students.
GARNIER USAGE AMONG WORKING RESPONDENTS
Figure 6
Out of the total 43 working respondents surveyed, only 30% of them don’t
use any of the Garnier products, the remaining 70% of the working
respondents use Garnier products. This indicates that the brand is popular
amongst the working people. The respondents so surveyed were well aware
about the brand and were also aware about almost all the product lines being
offered by Garnier, be it in skin care or hair care. This result indicates that
Garnier has a well defined target market catering mainly to upper middle
class consumers which is mainly why the working respondents are frequent
users of different products of Garnier.
Figure 7
Figure 8
Out of the 43 people who are working, about 29 of them use Garnier
products and out of these 29 people, only 4% of the respondents use only
skin care products and 18% of them use only hair care products while a
major chunk of 78% of the respondents use both skin care and hair care
products of Garnier.
This indicates that the customers are regular and loyal users of almost all the
product lines of Garnier.
PRODUCTS USAGE
Figure 16
Out of the 100 people surveyed, 77 answered that they use Garnier products.
The chart above depicts the usage of different products by these 77 people.
Shampoo & conditioner is used by 57 people, Facewash by 39 people, Acne
Removal Cream by 8 people, Hair Color by 20 people, Anti-Ageing Cream
by 3 people, Fairness Cream by 23 people, Anti Wrinkle Cream by 2 people,
Dark Circle Removal Cream by 4 people, Moisturiser by 14 people and
Body Lotion by 28 people. This data suggests that Shampoos & Conditioner
are the most popular of Garnier products.
AWARENESS
Figure 17
Out of the 100 people surveyed, 77 answered that they use Garnier products.
We gathered information through our survey that how a respondent came to
know about Garnier products. 74 respondents answered that they came to
know about Garnier products through television, 21 by newspaper and
magazines, 20 by word of mouth and 7 through internet. This data suggests
that TV is the most popular source of information and awareness regarding
Garnier products.
AWARENESS
Conclusion
Almost 64% people are happy with their current brand and do not
want to switch to Garnier products thus it needs to make the
customers aware of the products.
1. www.garnier.com
2. www.equitymasters.com
3. www.managementparadise.com
4. www.hindubusinessline.com
5. www.Garnier.com
6. www.scribd.com
7. www.google.com
QUESTIONNAIRE
Dear Respondent,
This is a survey regarding the product analysis of Garnier by Garnier, so
kindly furnish the correct information. The information given will only be
utilized for the research purpose only and not any other purpose.
RESPONDENT PROFILE
Area of Residence:
Age :
Thanking you