GARNIER

FRUCTIS
MEDIA PLAN
INDEX
Executive Summary media objectives, strategies, & tactics
Situation Analysis Media Objectives
Seasonality
Brand History Regionality
Overall Media Budget
Past Advertising
Marketing Share Media Selection
Ad Expenditure Quintile Analysis
Total Spending Vehicles
Share of Voice Budget Constraints and Scheduling
Media Mix Advertising Flowchart
Marketing Problem/PLC
Creative Strategy
Marketing Strategy Promotion Strategy & IMC Efforts
Garnier SWOT
Competitors’ SWOT IMC Examples
Marketing/Advertising Objectives

Test plan & Evaluation

Target Selection

References
 EXECUTIVE SUMMARY
Situation Analysis
Garnier has the second highest market share among the Top
Hair Care Brands in the United States. Its advertising has cre-
ated 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 hair conditioner has a high CDI.
This means that there is room for growth. Therefore, the cam-
paign will focus the majority of its effort in this region.
Marketing Strategy
Suave Naturals holds the leading marketing share for hair
conditioner in the United States. By increasing its reach, Gar-
nier will begin to close the gap between its market share and
Suave. Garnier will gain more of the market share by showing
advertisement on TV and in magazines, which will spur brand
and consumer interaction. The target audience, females ages
18 to 34, will experience an increaesd brand awareness.
MEDIA OBJECTIVES, STRATEGIES & TACTICS
The media objective is to increase reach by effectively using
magazines, network TV and social media. Garnier will in-
crease its presence in the months of January, April, July and
October. These months are at the height of its pulsing sched-
ule. Garnier will take advantage of network TV’s low CPM.
Magazines will also direct the brand to a more specific audi-
ence, even though the medium carries a high CPM.
CREATIVE STRATEGY
Garnier’s print and TV ads will evoke a more exaggerated im-
age than previously shown. The amplified campaign will cap-
ture the attention of current and potential consumers, while still
maintaining the integrity of the product.
PROMOTION STRATEGY & IMC EFFORTS
Garnier will increase interactivity with the hashtag #SleekHair-
DontCare. This hashtag will carry over in the brand’s TV and
magazine advertisements. Garnier will also encourage con-
sumers to use this hashtag on Instagram, Twitter and Facebook
to share their adventurous stories. This will increase reach, es-
pecially considering that Garnier has an underutilized social
media presence.
COPY TEST / EVALUATION
Garnier will examine social media conversations and sales
before the new campaign and throughout the year, increas-
ing its evaluation during the campaign’s peak months. The
brand will modify certain aspects to match audience senti-
ment throughout the campaign.
 SITUATION
ANALYSIS
BRAND HISTORY
Alfred
Fructis
Garnier Announced
haircare and
began market- partnership with
styling products
ing his first TerraCycle, Inc.
line started
hair tonic

1965 2003

1904 1996 Garnier Fructis

2011
L’Oreal
purchased Marketing
Laboratoires Communication
Garnier Strategy
introduced
GARNIER PAST ADVERTISEMENTS
Garnier has utilized bright colors, funny
copy and interesting situations in past
ads to appeal to its younger target audi-
ence. It differs from many of its compet-
itors in that it does not use muted colors
to communicate sophistication; its style
is lively, playful and entertaining.
 PANTENE
Pantene is the only competitor
that comes close to Garnier in
terms of playfulness and origi-
nality in its ads. Its ads are not
particularly ground breaking,
but use celebrities in addition
to everyday models to attract
a younger audience.
SUAVE
Suave, the leader in market
share for conditioners sold in
mass retailers, uses its ads to
appeal to the everyday wom-
an. Its visuals are neither edgy
nor intriguing, and the copy
could be for any other hair
conditioner brand.
NEXXUS
Nexxus is perceived as a more
high-end brand. Its ads use
gray tones to emphasize the
models and their super-shiny
hair. Nexxus ads almost al-
ways include extra copy about
the product and usually only
include headshots.
MARKETING Suave
Garnier
2.45%
2.05%

SHARE Pantene 1.88%

Nexxus 1.81%
Alberto 1.70%
Matrix 1.68%
 AD EXPENDITURE
total Garnier Fructis’s total budget will be $84,670,800, with $25,049,900 al-
lotted to magazines and $32,862,700 allotted to network TV. Its leading

spending
competitor, Suave Naturals, has a total budget of $41,722,200. Pantene,
which has the third highest market share behind Garnier Fructis, has a total
budget of $146,690,800.
50000  

45000  

40000  

35000  

30000  
Garnier
Dollars  (000)  

Suave
25000  
Nexxus
20000   Pantene
15000   Alberto VO5

10000   Matrix Biolage

5000  

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 Garnier Fructis has the second highest share of voice, both overall (25.1%)
and individually in the magazine (22%) and network TV (32.3%) mediums.

SOV
Although Suave has the leading market share, it has the fourth highest over-
all share of voice with 13%. Pantene, which holds the third highest market
share, has by far the highest share of voice with 45.7%.

SyndicaBon  

Radio  Net  

Cable  TV  
Matrix  Biolage  
Spot  TV   Alberto  VO5  
Pantene  
Net  TV  
Nexxus  

Outdoor   Suave  
Garnier  
Natl  Nwsp  

Magazine  

0   20   40   60   80   100   120  
Percentage  
 Media Mix
Garnier Fructis spends the
majority of its budget on
network TV advertising with
39%. The brand allocates
30% of its budget to adver-
tising in magazines.
Syndication
19% Magazine
30%

Cable TV
12%

Net TV
39%
MARKETING
PROBLEM
Garnier Fructis Sleek and Shine
holds the second highest market
share, which is 2.05% ($18.9 mil-
lion), in the Top Hair Conditioner
Brands category. Garnier Fructis is
second to Suave Naturals, which
carries 2.45% of the market share
($22.6 million). This is due to the fact
that Suave Naturals has a larger po-
tential target audience because both
men and children use Suave Natu-
rals, in addition to women.
PRODUCT LIFE
CYCLE
As a whole, Garnier Fructis Sleek
and Shine is in the maturity stage of
its PLC. The brand is well known and
has distinct branding. As the brand’s
high BDI numbers indicate, this stage
is especially apparent in the north-
eastern and midwestern regions of
the United States. That being said,
there is still room for growth in the
West. Garnier Fructis has a low BDI
in this region, but hair conditioner
has a high CDI. Therefore, Garnier
Fructis is targeting this area of the
country (because there is still room
for growth).
 MARKETING
STRATEGY
GARNIER SWOT
strengths
• 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
• Uses Fortified Fruit Science to make products
• 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 West
Weaknesses
• Products are more expensive than Suave Naturals, the leading competitor
• Outdated version of website still exists
• New website lags and is moderately difficult to browse
• Twitter and Instagram accounts are boring and uninteractive
• Numerous Amazon reviews say product bottle cap breaks easily

Threats
• Suave Naturals: holds the highest market share, has cheaper products and is
available in several different scents
• Third and fourth highest market share holders, Pantene Pro-V Always Smooth
and Nexxus Humectress, follow close behind Garnier Fructis Sleek and Shine
Competitors' SWOT
suave PANTENE NEXXUS
strengths
• Relatively inexpensive
• Easily accessible • Highest share of voice • High volume of sales due to
• Larger potential market (wom- • High brand awareness because effective ingredients
en, men and children) of celebrity endorsements • Perceived as high/salon quality
• Leading market share

weaknesses
• Not considered as high-end
• Product is more expensive when • Hefty price tag for a product
• Hard to tailor advertisements
compared to many other brands sold by mass retailers
for a large target market

opportunities
• Large potential market can
increase growth
• Could develop higher-end
product to reach more people
• Because it has the largest share • Because brand awareness is
of voice, Pantene has the oppor- high at mass retailers, if Nexxus
tunity to easily increase its reach lowered prices it could increase
and market share sales tremendously

• Easy to get lost in the mix of so

threats
many hair care products
• Must continue to set themselves
apart with a low price and
diverse product range
• Other brands have less expen- • Other brands are increasingly
sive products that are equal in developing salon-quality products
quality for their lines at lower prices
MARKETING & ADVERTISING
OBJECTIVES
MARKETING OBJECTIVE
The campaign’s marketing objec-
tive is to decrease the market share
gap between Garnier and Suave.
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 mar-
ket share of Suave.
ADVERTISING OBJECTIVE
Garnier will increase brand aware-
ness 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 CDI: 105 CDI: 100
CDI: 94
BDI: *110
BDI: *100 BDI: *168
Garnier’s target audience is wom-
en ages 18 to 34. This age group CDI: 99
has the highest index for hair condi-
tioner usage, with women ages 25
BDI: *56
to 34 being the top users.

140
The West Coast is a good market for
120 an offensive ad strategy because it
has a high CDI and a low BDI. T h e
100
northeast and Midwest regions call
80 for a defensive strategy because
60
they have high BDIs and low CDIs.
The market must be monitored to
40
see whether brand sales decline or
20 category sales further decline.
0
18-24 25-34 35-54 55+
MEDIA OBJECTIVES
STRATEGIES
& TACTICS
MEDIA SEASONALITY
OBJECTIVES
Garnier will allot a larger portion of its
budget to advertising during the following
months:

Frequency
By increasing print ads and using more strategic
TV spot placement, Garnier will increase its fre-
quency 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.
January - The ads will be geared toward
consumers who have dry hair during winter
April - The ads will showcase trial-sized bot-
tles for travel situations
July - The ads will target students leaving
for college in the fall
October - The ads will focus on consumers’
concerns about their appearances for holi-
day gatherings

reach
Reach is most important because Garnier needs
to increase the number of people buying Sleek
and Shine. Garnier will increase coverage of 18
to 24 year old females, its primary target mar-
ket, to 80%. Garnier will increase coverage of
its secondary target market, 25 to 34 year old
females, to 75%.
REGIONALITY OVERALL MEDIA
It is most advantageous for Garnier to
allocate a higher amount its budget
to advertising in the West. By concen-
BUDGET
Garnier’s overall media budget is
trating a large portion of the budget
$84,670,800, which is a 5% increase
(40%) in this region, both frequency
from its original budget. Garnier will
and reach will be increased.
concentrate the additional 5% in the
West, where the CDI is high, and the
BDI is low. The additional spending
will increase brand awareness and
lead to more sales.
MEDIA SELECTION Because Garnier is focused on brand awareness,

QUINTILE ANALYSIS
the brand will advertise during the prime time TV
day part. Research shows that Garnier’s target
audience is exposed to prime time TV 29% less
than the average person. However, Garnier will
Garnier will continue to allocate none of its
continue to advertise due to the wide audience
budget to newspaper, radio and outdoor ad-
that can be reached from 7 p.m. to 10 p.m. CT.
vertisements because females ages 18 to 34
do not use or are not exposed to any of those
Garnier’s target audience frequently reads maga-
mediums. Garnier will not advertise during
zines. Cosmopolitan (index of 169) and InTouch
the early and late fringe television day parts
(index of 124) have high indexes for Garnier us-
for this same reason. Instead of using Internet
ers. Garnier Fructis will maintain its advertising
advertisements, Garnier will improve its so-
budget for these two magazines.
cial media accounts, increasing interactions.
No portion of the advertising budget is need-
Us Weekly (index of 161) and Glamour (index of
ed for improving social media accounts.
155) have high indexes for the target audience but
low indexes for Garnier users. To increase Gar-
nier’s brand awareness and market share among
the Top Hair Conditioner brands, the brand will
increase its advertising budget for these two mag-
azines therefore increasing its reach.
Vehicles
TV
Garnier has the second high-
est share of voice for network
TV and will maintain its bud-
get. The brand will advertise
on network TV channels that
appeal to the target audience
during the prime time day part
to take advantage of its low
CPM.
MAGAZINE
Garnier will maintain its ad-
vertising in Cosmopolitan and
InTouch. Garnier will increase
its magazine budget to allow
more ads in Glamour and Us
Weekly, which are similar to
the aforementioned maga-
zines, so that the brand can
further expand its reach. Mag-
azines allow Garnier to adver-
tise directly to its primary and
secondary target audiences
and are worth the high CPM.
Internet
Because Garnier’s target audi-
ence members are dedicated
social media users, Garnier
will improve and increase its
social media presence, which
will expand the brand’s reach
in a cost efficient, or zero cost,
way. Specifically, Garnier will
interact with current and poten-
tial consumers on Instagram,
Twitter, Pinterest and Face-
book.
budget constraints &
Scheduling
BUDGET CONSTRAINTS
Network TV time is expensive to purchase,
but it is very cost efficient due to its low
CPM. Magazines are expensive to pur-
chase and are not necessarily cost efficient
due to their high CPM. However, advertis-
ing in magazines is necessary for Garnier
selectively seek out its target audience.

scheduling
Garnier 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.
Advertising Flow chart

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
TV
Reach 80% 75% 75% 80% 75% 75% 80% 75% 75% 80% 75% 75%
Frequency 6 4 4 6 4 4 6 4 4 6 4 4
GRP 480 300 300 480 300 300 480 300 300 480 300 300 4,320

Cost 4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 32,862,700

MAGAZINE
Reach 80% 75% 75% 80% 75% 75% 80% 75% 75% 80% 75% 75%

Frequency 6 4 4 6 4 4 6 4 4 6 4 4

GRP 480 300 300 480 480 300 300 480 300 300 480 300 4,320

Cost 3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 25,049,900

SOCIAL MEDIA
Reach 80% 75% 75% 80% 75% 75% 80% 75% 75% 80% 75% 75%
Frequency 6 4 4 6 4 4 6 4 4 6 4 4

GRP 480 300 300 480 300 300 480 300 300 480 300 300 4,320

Cost 0 0 0 0 0 0 0 0 0 0 0 0 0

Total GRPs 1,440 900 900 1,440 900 900 1,440 900 900 1,440 900 900 12,960

Total Cost 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 57,912,600
CREATIVE STRATEGY
Garnier appeals to young women with its vibrant pack-
aging and playful TV spots. Garnier will continue to por-
tray 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 wom-
en in larger-than-life situations while they still maintain
sleek and shiny hair. TV spots are essential to demostrate
A young woman bungee jumping over a
these engaging scenarios.
famous landmark (in the West)

A young woman in a circus ring with

A group of women swimming with sea creatures wild animals
PROMOTION STRATEGY &
IMC EFFORTS
For Garnier to achieve its marking objective, it will expand its target audience by taking its current hap-
py, crazy brand image to the next level. The TV advertisements will portray more of a short story to the
brand’s audience and will feature models in more ridiculous situations. The point is to not only catch the
attention of new consumers but also to inspire them to live life to the fullest.

Garnier will ditch its current slogan, “Take Care”, and will replace it with the phrase “Tame your hair,
not your life”. This message will be continued with Garnier’s increased and fully improved social media
presence by creating conversations with current and potential consumers. Garnier will ask users to Insta-
gram with the hashtag #SleekHairDontCare and share stories of their adventures. This hashtag will also
be included in TV and print advertisements, and the conversation will continue on Twitter and Facebook.

Each peak of Garnier’s pulsing schedule is a period of time when adventure is most likely to be pursued.
After the campaign is aired and seen in magazines, it will come naturally to users to share their stories
during these periods of time. This widespread interaction between Garnier and consumers will increase
reach, especially considering how weak the brand’s social media presence currently is.
 This ad will run in January when cold
weather brings split ends.

This ad will run in April before consumers

This ad will run in October, the beginning
take their vacations.
of holiday season.
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 in the West. If the target audience is responsive, Garnier will use its
feedback to improve the campaign for the entire country and this region.

Garnier will examine social media conversations before the start of the new campaign and through-
out the year, with an increased amount of focus during the peak months of its campaign. Garnier
will read what people say about the brand online and analyze the extent to which they participate
with the campaign (#SleekHairDontCare).

Garnier’s brand awareness will continue to increase as the brand modifies aspects of the cam-
paign to match audience sentiment. To determine that the campaign has met the marketing goal of
increasing the market share, the brand will compare Garnier Sleek and Shine’s sales before and
after the campaign runs.
REFERENCES
• Market Share Reporter [serial] {HF5415.2. M3558*2011 Vol1 & Vol2}
• Simmons OneView
• SimplyMap
• http://www.garnierusa.com
• http://www.bloom.com/garnier?___store=default
• http://bizdom.blogspot.com/2010/07/brand-profile-garnier.html
• http://www.scribd.com/doc/61246965/Brand-Dossier-of-Garnier-Fructis
Jacqueline Elliott
Paige Fenerty
Anna Kalmbach
Corinne Richter
Lily Winnett