Makhanlal Chaturvedi National University

of
Journalism and Communication

Assignment of media plan of Garnier in indian

market

Submitted To:- Mr. Abhishek kaushal sir Submitted By:- Pooja Agnihotri

Department of advertising MA-APR (4th Semester)

and public relations
Department of
advertising
Sub- Media Planning and public relations
 Situational analysis
Brand introduction

Garnier is a brand that epitomizes smart marketing practice. It has the second-highest market
share among the top hair care brands in the United States. Its advertising has created a brand
image that is easily recognized. Garnier has a high BDI in the northeast and midwest regions.
The brand has a low BDI in the West, but the hair conditioner has a high CDI. This means that
there is room for growth. Therefore, the campaign will focus the majority of its effort in this
region.

In such a way, by means of the brand Garnier Fructis attempts to create customer self image. As
a result, the formation of a positive brand image contributes to the formation of positive
customer self image that is a substantial psychological stimulus for customers to prefer products
of Garnier Fructis.

SWOT Analysis –
Strength – • Parent brand, L’Oreal, established more than 100 years ago
• Garnier Fructis Sleek and Shine holds second highest market share
• Recognizable commercials: bright, comical and lively
• Inexpensive but high quality, so it appeals to a broad range of incomes
• Eco-friendly image: partners with TerraCycle and EarthShare
• Available nationwide

Opportunities :- • Utilize flirty, young image

• Improve use of social media (Instagram, Twitter and Facebook)
• Expand upon preexisting outlandish advertising
• Untapped market in the rural areas.

Weakness :-
• Products are more expensive than other competitors.

• Outdated version of website still exists, new website lags and is moderately difficult to
browse
• Always in the advertisement of the product urban women were there so it cannot reach to
rural area because of the lack of communication strategy.

 Threat :- Third and fourth highest market share holders, Pantene Pro-V Always Smooth
and Nexxus Humectress, follow close behind Garnier Fructis Sleek and Shine

 Customers are extremely wary of the chemical components of their shampoos and skin
care range. Many are now going to natural remedies and prefer ayurvedic or organic
products for hair and skin problems.

Competitors :- The competitors have taken advantage of mobile marketing to directly reach
young consumers and break through print, broadcast and banner clutter before their competitors.
Other brands are increasingly developing salon-quality products for their lines at lower prices.

Market Research
 A combination of moisturizer and smoothness so as to satisfy the particular need which
was earlier not met.

 Focused on women who were not professionally model they were expressing beauty by
their own way.

 Based on attitude of women regard to personal beauty specially hair care.

 Emotional connection between customers and its product with environment friendly.

Marketing and advertising objectives

MARKETING OBJECTIVE

The campaign’s marketing objective is to decrease the market share gap between Garnier and
other leading competitors like Pantene etc. If the campaign does not achieve this goal, then
Garnier’s market share will either remain the same or decrease as other brands improve their
advertising. Garnier’s eventual goal following is to surpass the market share of competitors.

ADVERTISING OBJECTIVE
Garnier will increase brand awareness by advertising on network TV during the prime time day
part and in magazines that appeal to the target audience. Garnier will also advertise on the
Internet because it is cost efficient. Advertising in these media will increase the brand’s reach.

Target Selection
Garnier’s target audience is men and women ages 18 to 34. This age group has the highest index
for hair conditioner usage, with women ages 25 to 34 being the top users. We choose this group
because this age group is very sensitive regarding their hairs.

Segmentation :- Demographic segmentation

  Gender- Both male and female.

 Income- high and middle group

Psychographic segmentation- It is completely satisfying needs and wants simply because

it provides a terrific hair care and a sense of uniqueness. It is mainly comprised of young
people, teens and a high volume of adult population.

Media objectives :- The media objective is to increase reach by effectively using

magazines, network TV and social media. Garnier will increase its presence in the months of
January, April, July and October. These months are at the height of its pulsing schedule.Garnier
will take advantage of network TV’s low CPM ( COST PER MILE). Magazines will also direct
the brand to a more specific audience, even though the medium carries a high CPM.
Frequency
By increasing print ads and using more strategic TV spot placement, Garnier will increase its
frequency to six exposures per person during peaks in the ad schedule and to four exposures
during non-peak times. By increasing awareness, Gar- nier will increase its audience and, in turn,
sales.

Reach
Reach is most important because Garnier needs to increase the number of people buying its
product. Garnier will increase coverage of 18 to 24 year old females, its primary target market, to
80% by tv commercials and social media.

SEASONALITY
It will pursue a pulsing advertising schedule. The largest influxes should be every three months,
in January, April, July and October. The brand will stay fresh in the consumer’s mind, and every
season the consumer will have a renewed interest with- out feeling bombarded by
advertisements.

Media selection :- Print media (newspaper and magazines)

Electronic media (tv)
Online media

Media vehicle :- newspaper ( times of india, Hindustan, dainik bhaskar, dainik jagran)
Magazine – femina, vogue India, women’s era
Television- star plus, zee tv and other national soap operas channel
Online media- facebook, instagram, you tube, blogs, email marketing
Garnier will allocate less budget compare to others to newspaper and outdoor advertisements
because females ages 18 to 34 do not use or are not exposed many to any of those mediums.
Major focus is on online media because it is used by every age group so easy to grab attention
of more users. Research shows that Garnier’s target audience is exposed to prime time TV 29%
less than the average person. However, Garnier will continue to advertise due to the wide
audience that can be reached from 7 p.m. to 10 p.m. most of the budget will be allotted to
social media because it has interactive nature. Major traffic is driven by YouTube (50%)
Facebook (48.57%) and rest others. These are the most effective platform where you can
increase your reach and frequency as well.

BUDGET-
5 Crore
Online – 45%

Electronic- 30%

Print- 25%

CREATIVE STRATEGY :-

Garnier appeals to young women with its vibrant packaging and playful TV spots. Garnier will
continue to portray this image with print advertisements, social media campaigns and TV spot
ads. The brand will catch the eyes of new consumers by taking amplifying its current personality.
The advertisements will feature young women in larger-than-life situations while they still
maintain sleek and shiny hair. TV spots are essential to demonstrate these engazing scenario.

TEST PLAN & EVALUATION

Garnier will test its media plan to confirm that its campaign has increased reach, brand
awareness and market share. Before Garnier launches the campaign nationwide, the brand’s
focus will first be placed in a college town. If the target audience is responsive, Garnier will use
its feedback to improve the campaign for the entire country and this region.