Garnier Full Case

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Project Report
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Acknowledgement

An Old Chinese proverb says:
When eating your bamboo sprouts, remember the men who planted them.

Now that my sprouts are ready to eat, it is time for me to express my deepest gratitude to all those who have made this possible. We wish to express our sincere gratitude to …………..who guided us and helped us from time to time to successfully conduct this research. We think her direction was the best thing that could happen to us and our project. We hope you enjoy reading the report as much as we enjoyed making it.

TABLE OF CONTENTS

1. Project Objective …………………………………………………………. 5

2. L’Oreal Introduction ……………………………………………………… 6

3. Introduction to Garnier …………………………………………….……... 9 3.1 Company Review 10

4. Hair care market analysis………………………………………………..... 11

4.1 Evaluation of shampoo in India 12 4.2 Current scenario of shampoo market 14

5. Skin care industry in India………………………………………………... 16

6. Study of 4P’S of Garnier………………………………………………..... 18 6.1 Hair care products 18 6.2 Skin care products 22 3. Natural ingredients of Garnier 24

7. Promotion ….……………………………………………………………... 26 7.1 Relying on International Campaigning 28 2. Promotion Strategy 32

8. Price ………………………………………………………………………. 35

9. Place ……………………………………………………………………..... 38

10. Analysis of Indian market ………………………………………….......... 39

11. SWOT Analysis ………………………………………………………….. 40

12. Data Analysis …………………………………………………………. 41-54

13. Conclusion …………………………………………………………….. 55

14. Recommendation ……………………………………………………… 56

15. Questionnaire------------------------------------------------------------------------ 57-59

16. Reference ……………………………………………………………… 60

Executive Summary

The application of the four Ps (Product, Price, Promotion, and Place) of marketing revolves mainly around the customers in the target segment. 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.

This project is an extensive study of the 4Ps analysis of the Garnier products. This detailed study helped us in understanding the Price, Place, Product and Promotion aspect of the Garnier products in the region of study i.e. Greater Noida and Noida. After having done this study we were able to identify the pricing strategies followed by L’Oreal in terms of their product along with their promotional strategy in the NCR region. This case study also helps in getting an overview of the Indian skin care and hair care market scenario, its growth trends, future prospects and opportunities available.

L'Oreal is one of the most successful International premium brands in India. This French brand came to India in 1991 with its Ultra Doux range of Shampoo through its Agent Laboratories Garnier. In 1994 Laboratories Garnier became the...
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