Garnier fructis
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Garnier Fructis is a hair care brand owned by L'Oreal. It was initially positioned in India using natural ingredients at competitive prices. However, Garnier repositioned the brand by launching new product lines like Fructis with ingredients to make hair stronger and shinier. Key strategies adopted included advertising, sales promotions targeting demographics, and expanding distribution. Market research found consumers are influenced by natural ingredients and may switch brands. In summary, Garnier successfully repositioned Fructis through new products and marketing to become a leader in the hair care segment in India.
Garnier fructis
- 1. MARKETING MANAGEMENT 1 PRESENTATION BRAND DOSSIER OF “GARNIER FRUCTIS”
- 2. 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
- 3. 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.
- 4. BRAND POSITIONING AND REPOSITIONING INITIAL POSITIONING REPOSITIONING Garnier Ultra Doux Shampoo Ultra doux to Garnier Fructis - Ayurveda and natural Garnier Synergie to Garnier ingredients Skin naturals Competitive pricing devoid of The prices were set at a slight any differentiation premium over mass brands Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair-care routines.
- 5. STRATEGY ADOPTED Distribution Segmentation Sales Promotion Advertisement
- 6. STRATEGY ADOPTED ADVERTISEMENT STRATEGY TV Commercials Radio Promotions News Papers Magazines Internet
- 7. 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.
- 8. 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.
- 9. STRATEGY ADOPTED Segmentation Strategy 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.
- 10. STRATEGY ADOPTED Segmentation Strategy 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
- 11. STRATEGY ADOPTED Segmentation Strategy 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.
- 12. STRATEGY ADOPTED Segmentation Strategy 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.
- 13. STRATEGY ADOPTED DISTRIBUTION STRATEGY Manufacturer Wholesaler Retailer Consumer
- 14. 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.
- 15. SWOT ANALYSIS Strengths Weaknesses Presence in Emerging Markets. High Price Strong R&D Capability. Limited Differentiation Variants available. Late Entry into Asian markets. Unable to gain much of market share. SWOT Threats Opportunities Demand for Natural Cosmetics. Existing competition Changing Consumer Lifestyles. Price Competition among Beauty products market Branded Manufacturers growing with a significant rate.
- 16. MARKET RESEARCH ANALYSIS HYPOTHESES DESIGN List of Hypotheses RESEARCH INSTRUMENT Sample Size and Data Questionnaire design Analysis tools SURVEY FINDINGS Analysis Inferences
- 17. MARKET RESEARCH ANALYSIS HYPOTHESES DESIGN Garnier Fructis provides substitute for natural ingredients used for hair nourishment List of Hypotheses Garnier Fructis makes the hair long and Strong and Shines with all its strength
- 18. 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.
- 19. MARKET RESEARCH ANALYSIS SURVEY FINDINGS PRIMARY RESEARCH Q 1. What do you use to clean your Q 2. Kindly specify the brand of hair care that you hair? currently use 3% Shampoo User Pantene Dove Head and Shoulders Garnier Non Shampoo Others Loreal User Sunsilk Clinic Plus 6% 6% 10% 9% 16% 97% 17% 22% 14%
- 20. MARKET RESEARCH ANALYSIS SURVEY FINDINGS Q6 : If you are asked to change your shampoo will you go for it? 5% May be. If I will get better 16% product, I may be willing to change. No never yes 79% This graph shows 79% Of respondents are not Brand loyal and Garnier Fructis can gain those consumers by strengthening its marketing and distribution strategy
- 21. MARKET RESEARCH ANALYSIS SURVEY FINDINGS HYPOTHESES I Q 7. Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair 60 53 50 Strongly Agree 40 Agree 30 27 Neither Agree nor disagree Disagree 20 13 Strongly disagree 10 8 3 0 Strongly Agree Agree Neither Agree Disagree Strongly nor disagree disagree Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair.
- 22. MARKET RESEARCH ANALYSIS SURVEY FINDINGS HYPOTHESES I Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis 45% 42% 39% 40% 40% 35% 31% 28% 27% 30% 24% ADEVERTISEMENTS 25% 21% 20% 22% 20% 18% 18% PACKAGING 20% 17% 15% 15% NATURAL INGREDIENTS 15% FRAGRANCE 10% 5% 0% 1 2 3 4 Natural ingredients influence most the purchase of Garnier Fructis.
- 23. MARKET RESEARCH ANALYSIS SURVEY FINDINGS HYPOTHESES II Q 4. What brand comes to your mind when you think of "Long and Strong Hair"? 3% Garnier Fructis 4% 8% Head & shoulders 7% Pantene 12% 56% Sunsilk L'oreal 10% Clinic Plus Others 56% respondent relates Garnier Fructis with “Long and Strong Hair”
- 24. MARKET RESEARCH ANALYSIS SURVEY FINDINGS HYPOTHESES II Q 05. Which brand from the given list do you associate the line “Long and Strong Hair” with? 6% 12% Garnier Fructis Clinic All Clear 11% Head & Shoulders 3% Pantene 68% Others 68% respondents thinks Garnier Fructis provides Long and Strong hair
- 25. MARKET RESEARCH ANALYSIS SURVEY FINDINGS HYPOTHESES I & HYPOTHESES II Q 3. Rate the attributes in the order of importance. 4.15 4.21 4.5 3.78 3.47 3.36 4 3.5 3 2.5 2 1.5 1 0.5 0 INGREDIENTS ABILITY TO ABILITY OF THE ABILITY OF THE ABILITY OF THE IN THE MAKE THE SHAMPOO TO SHAMPOO TO SHAMPOO TO SHAMPOO HAIR SHINY REMOVE MAKE THE MAKE HAIR DANDRUFF HAIR LONGER STRONGER The ability of the shampoo to make the hair stronger is the most highly rated attribute.
- 26. 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.
- 27. Presented By - Debasish Devkumar Padhy Namit Sachdeva Sumit Khandelwal Sumedha Dutta