Garnier Market Research

Topics: Marketing, Brand, Procter & Gamble Pages: 9 (2669 words) Published: October 16, 2012
Market Analysis of L’Oreal Product – GARNIeR Hair Care

Table of Contents:
1. Project Objectives
2. Product Description
3. Hair care market analysis
3.1 Evaluation of shampoos in India
3.2 Current scenario of shampoo market
4. Study of 4P’S of Garnier Hair Care Products
4.1 Product
4.2 Price
4.3 Place
4.4 Promotion
5. SWOT Analysis
6. Conclusion
7. Recommendations

Project Objectives
The Objectives of the Project Report are:
*To comprehensively research on one of the most successful sub-brands of L’Oreal - GARNIER. *Within Garnier, we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. We have essentially focused on shampoos and conditioners. *Our research has been aimed at understanding the market share of Garnier within the L’Oreal brand and among other brands. Also we have captured the market capabilities of Garnier hair care shampoos and conditioners. *We have researched on the brand perception of the product by the customers and customer loyalty towards the product. *We have also stressed on the four P’s of marketing in relation to this product and the marketing strategies that have been adopted by L’Oreal, essentially Garnier from time to time. *The stress however has been on the PRODUCT out of all the four P’s and on the consumer behaviour and their perception towards the brand. *We have also focused on the current leading competitors of L’Oreal-Garnier and conducted a brief study on their marketing strategies.

Product Description

Garnier is a brand that epitomizes smart marketing practice. This is a brand that came to India in 1991 and crafted a special place for itself in the Indian market. This is one global brand which has understood the dynamics of Indian market.

Garnier came to India with its Ultra Doux range of shampoos. The brand is a mass market brand from L’Oreal which has a range of global premium personal care brands like Maybelline, Ralph Lauren, Diesel, Vichy etc. L’Oreal started its operations as a joint venture with MJ Group. Later in 1994, the company started its own operations. All through these years, Garnier had a very consistent marketing approach. What we liked about this brand was the kind of investment that it had put in for marketing activities. Of course all these happened because it had the support of its parent company. Garnier can be considered as a mass brand. Although positioned as a premium offering, the brand was wise enough to price it reasonable. Currently Garnier is targeting the middle and upper socio-economic class. Globally L’Oreal is a company that is famous for its product innovation. Garnier too has built its brand by launching new products on a regular basis. A strategy based on product innovation works best for a brand like Garnier. When the consumer sees regular new product flow from the brand, it creates a sense of excitement with in the consumer which will prompt her to stick to this brand. Garnier was the first brand to introduce a cream based hair colouring solution. Garnier is now present in a diverse range of personal care product categories. It is present in the hair-care and skin-care segments The brand has two sub-brands: Garnier Fructis and Garnier Ultra Doux. Fructis is an interesting sub-brand which has clicked in the Indian market because of its positioning as a fruit based product. Consumers readily embraced this variant because it made sense to depend on a natural shampoo rather than chemical based one.

Garnier is positioned as a nature- based (green) innovative personal care brand which takes care of your skin. The brand has a very catchy tagline "Take Care". Garnier's positioning strategy is more product based in the sense that it has tried to emphasis individual product properties rather than a common brand image. Most of its commercials are emphasizing on product strengths and innovation. The brand is an example of the success of rational...
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