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Outline 1.Introduction 2.4 Ps 3.Product innovation 4.Segmentation 5.Targeting 6.Positioning 7.Opinion leaders 8.References
INTRODUCTION
Alfred Garnier who decided to create a hair tonic, based on plants and natural ingredients.
Garnier
which has its presence across countries like USA, Singapore, Italy, Australia, Canada, India and many others.
Contd.
Garnier
shampoos.
Targeting
Men & Women both Modern & Fancy people Upper middle class Teenage girls & young women
Positioning
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.
Product Innovation
1980 1981/82 1984 1987
During all this period Garnier signature was only the logo
ULTRA SUAVE LAUNCH STILL A REFERENCE FOR PORTUGUESE FAMILIES
GARNIER LAUNCH WITH AMBRE SOLAIRE AND CRISTAL COLOR STARTING BUILDING HAIR EXPERTISE
1998
1999
NATEA LAUNCH (now NUTRISSE) LONG LASTING COLORATION BY YOUR OWN AT HOME
Synergie Lumi-Vitaminas
Synergie C
Synergie Pure
BODY TONIC AND BODY COCOON LAUNCH START BUILDING EXPERTISE IN BODYCARE
USP: EVERYDAY GARNIER OFFERS YOU A GREEN PERFORMANCE TO MAXIMIZE YOUR BEAUTY
LAUNCH ORQUID VITAL THE TOP EXPERTISE OF GARNIER IN ANTI AGING SEGMENT CONTINUING STRATEGY OF
THE FUTURE.
ONE STEP FURTHER IN PROXIMITY WITH NEW COMMUNICATION
BEING AT PEOPLES
HEART
CONTINUING OFFERING NATURAL BEAUTY BASED ON THE BRAND FOUNDATIONS: INNOVATION NATURALITY AFFORDABILITY PROXIMITY
4 Ps
1. Product 2. Price 3. Place 4. Promotion
Product
Product
Wrinkle lift
Fairness cream
Body care
Styling glue
Conditioner
Deodorant
Price
Price of its products is quite reasonable & affordable by Upper Middle Class of Indian Society.
Place
Vast network in India Available all over the world Follows a channel of distribution
Factory outlet Wholesaler Distributor Retailer End Consumer
Promotion
TV/radio/Print Internet Business and sales force promotion With the theme Apna khayal Rakhna Word of mouth- Satisfied consumer
Market analysis
xxxxxxx xxx
Contribution in India
Public Relations
Garnier and The Times of India launch 'Take Care Take Charge' initiative to award green ideas. Launch of Garnier Men in an Event.
Competitor analysis
Garnier faces competition from various competitors1.Other fairness cream companies Fair and Handsome Emami Nivea Fair One - Shahnaaz Hussain Fair and Lovely Himalaya Ayurvedic Fairness Cream 2.Ayurvedic Products 3.Homemade solutions (face packs)
Primary Characteristics
Key primary ingredient is fruit concentrate used in all of their products. It is a very pure & natural product as it is a combination of fruit acids,vitamin B3 & B6, fructose & glucose. The name Garnier Skin Naturals is given because they use only Natural Components to make their items.
The Packaging of hair color that comes in various shades have become a fad among young & modern women. Its Brand ambassadors such as Simone Singh also clearly states in its TV commercial that its a product which is very much safe to use.
User Profiles
Garnier mixes well with new age modern women. It is very much popular with young women who would want to nourish their Skin with essential natural fruit ingredients.
Brand Personality Soft & Caring Stylish Upbeat & very Urban Smart & Trendy Pure & Natural Attractive
References
1. http://www.afaqs.com/news/story.html?sid=239 2. www.garnier.in/ 3. www.wikipedia.org/wiki/Garnier 4. www.loreal.co.in/ 5. www.violetbag.com/Garnier_Cosmetics
Thank You