Garnier Mineral vis-à-vis other

deodorants

By:
Bighnesh Mohanty
Kartik Gangwani
Niraj Kumar Mishra
Raj Dhoreliya
Sakshi Swaroop
 About L’Oréal India
• L’Oréal India Private Limited is a wholly owned subsidiary of L’Oréal S.A. Headquartered in Paris, L’ORÉAL is
the global leader in cosmetics with 5 key expertise in hair care, hair color, skin care, make-up and fragrances.
L’Oréal’s leadership is achieved through cutting-edge technology with a portfolio of well-known brands that
answer all beauty needs and are distributed in all channels.

• Each brand benefits from considerable investments in research made by the L'Oréal Group. The Group's
research efforts, unique in the beauty industry, permit each brand to benefit from formulas specifically
adapted to the needs of men and women worldwide, within each market or distribution circuit that is
present.

• L'Oréal India has over 600 employees and has a strong track record with consistent double digit sales growth
yearly.

• In India, L’Oréal operates through four divisions:

- Consumer Products Division

- Professional Products Division
- Active Cosmetics Division
- Luxury Products Division
 Consumers Product Division
• The French brand, L'Oréal, one of the
world's top beauty care brands,
offers men and women on every
continent beauty and personal care
products that incorporate the latest
scientific advances. Visionary
formulas, upscale presentation and
products that are a pleasure to use:
L'Oréal provides affordable luxury for
people who demand excellence. The
brands in consumers product division
are:
o L'Oréal Paris
o Garnier
o Maybeline
 Garnier
• Garnier is one of the
companies in Consumer
Product Division:
• It has product ranges in the
following:
 Skincare
 Bodycare
 Haircare
 Deodorant
 Styling
 Haircolor
 Garnier Deodorant
• GARNIER MEN
DEODORANT is enriched
with powerful Perlite,
an ultra-absorbent
mineral that naturally
and continuously
absorbs perspiration. It
is available in 2 variants:
 Ultimate Protection
 Intense Cooling
 MARKETING OBJECTIVE
• To check perception, preference and
consumption pattern and factors affecting
purchase of Garnier Men’s deo with respect to
competitors.
 Research Objective
• To study the consumption pattern and purchase
pattern of consumers in men deodorant segment.
• To identify the parameters that play an
important role in a consumer’s choice of mens
deodorant.
• To check awareness of distinguishing features
of garnier men’s deodorant .
• To check which features motivate a consumer
to buy Garnier Mens deodorant.
 Key Information Areas
• Brand Awareness
• Consumption Preferences
• Brand Loyalty
• Product Knowledge
• Pattern of Usage
• Factors Affecting Purchase Decision
Qualitative Variable
• Fragrance
• Effectiveness
• Value for money
• Long lasting effect
• People influencing buying
behavior
• Brand loyalty
Quantitative variable
• Price
• Frequency of usage
• Product Range
• Price
• Volume
• Frequency of purchase
 Methodology
• To achieve our objective we have used 80 no.
of samples.
• Sample we have chosen is the representative
of the population.
• The age group was chosen based on the idea
that it represented a varied , dynamic and
informed set of individuals.
 Instrument of Data Collection
• A focus group discussion was conducted to
gauge what people think and feel about our
marketing objective.
• Structured Questionnaire prepared with
respect to our objective.
• Data collection through online surveys.
 Focus Group Discussion
• Topics to be discussed
– Deodorant usage and purchase pattern
– Important attributes considered when choosing a
deodorant
– Brand Recall
 Focus Group Discussion
• Focus group Discussion conducted to gain
insight in the given topic
• Participants- Students in the age of 21
years to 26 years from XIMB
 Focus Group Discussion
Topic FGD
FGD MBA Students, Male,21-26 years of age
Constitution
General Energetic, enthusiastic, forth coming, easy going and fun loving. Casually
comments dressed, confident and self assured. pleasant company and good camaraderie

Introduction ‘I am a student at XIMB and love working out in my spare time”

and daily “Besides classes, assignments, quizzes and presentations, I never get tired of
routine reading and keeping myself up to date with the current affair”
“I am a game freak. I love playing counter strike and enjoy having a good
challenge with my block mates”
 Focus Group Discussion
Question Responses
How important is a Usage of deodorant is very important, albeit for different reasons such
deodrant in your lifestyle? as not having time to take a bath, attracting girls, etc.

How many times do you use The average answer of the group was 2-3 times a day.
deodorant in a day?

After how much time do Again the answer of the group centered around an average value of
you buy a new can of around 1 month.
deodorant?
 Focus Group Discussion
Question Responses
Factors considered important in Price, Fragrance and effectiveness
a deodorant

Would you try an unbranded Group was equally divided on the issue, citing various reasons from
cheap deodorant? presence of unsafe chemicals, to untrustworthiness for not trying out
unbranded deodorants

Do other people influence your Only a few people mentioned either their friends, family or girlfriend as
purchase decision? influencing their purchasing decision, while majority preferred to make
their own choice.
 Focus Group Discussion
Topic Responses
Do advertisement influence Only a few people stated that they were influenced by advertisements and
your deodorant preferences? use of brand ambassadors and some not being sure.

A point of view of one of the participant was that these advertisements

hardly convey anything about the actual effectiveness of the product, and
it would be foolishness on the buyers part to be influenced by such faff.

Which brand comes first to A wide range of response was received, with only Axe being mentioned
your mind when you think of twice, and Garnier not even getting a single mention.
mens deodorant?
Univariate Analysis
 Age Distribution

18-22 23-27 27-31

31-

45% of the respondents belonged to age group 18-22 years

 Frequency Of Usage

Once in a day
Twice in a day
Thrice a day
More than three times in a
day
I don't use it daily
I don't use deodorant

25% of the respondents used deo daily once

 Distribution of Occasion of Usage

During Summers

Special occasions like

Parties/Festivals

School/College/Office
Time

Need to use it daily for

almost everytime

Majority of respondents used it on Daily Basis

 Frequency Of Purchase

Once a week
Once in a fortnight
Once in a month
Once in Two Months
Between 2 months and an
year

50% of the people bought it once a month

 Yes No

63% of people said that they don’t go out for an

exclusive purchase of Deodorant
80%

70%

60%

50%

40%

30%

20%

10%

0%
s l t n i o k i ke t ak ies nim
i da h o Ax
e en nue ette pice ley boy Bru a b e t
d nt M ve i ll S rd lay m ee N t W Za rch e
A Ci er A G l d Y a P Lo R Se A D
rni rk O
Ga Pa
Bivariate Analysis
 5

4.5

3.5

3
Number of times used per
2.5 day
Number of times purchased
2 per month

1.5

0.5

0
less than 21 21-25 25-30 Greater
than 30
 Factor Analysis

• Extraction method: Principal Component

analysis
• Rotation Technique: Varimax Method
• Eigen Cutoff value: 0.55
 Discounts and special offers

Appeal as in Advertisement/brand Ambassador

Packaging

Long Lasting Effect

Product Range

Volume of the bottle

Anti-Prespirant

Value for money

Fragrance
 Rotated Component Matrix*
 
Component
 
1 2 3 4
Fragrance .888 -.009 .271 -.170
Value for money .232 -.150 .722 -.122

Anti-Prespirant .595 .117 -.099 .544

Volume of the bottle -.107 -.011 .053 .894

Product Range .265 .697 -.380 .066

Long Lasting Effect .863 -.200 -.176 .007

Packaging -.092 .852 .018 -.097

Appeal as in Advertisement/brand -.303 .720 .257 .169

Ambassador

Discounts and special offers -.193 .166 .785 .157

 Factor - 1 Factor - 2
PRODUCT FEATURES APPEARANCE
Fragrance(0.888) Product Range(0.697)
Long Lasting effect(0.863) Packaging(0.852)
Anti-Perspirant(0.595) Advertisement(0.720)

Factor - 3 Factor - 4
COST QUANTITY
Value For Money (0.722)
Discount/Offers(0.785) Volume(0.894)
 Jaccard Analysis - Outline
• Reason: To analyze the four brands which cover
maximum market share.
• Intra-Brand Analysis: to find out the core attributes
preferred by customers when buying a deodorant.
• Extrapolate results to find what are the features
which must be present in Garnier Men to satisfy
customer.
Brands Compared
 Inter Brand Findings
Attribute Jaccard Score
Fragrance 0.470149254
Value for money 0.376923077
Anti-Prespirant 0.327868852
Volume of the bottle 0.357142857
Product Range 0.504672897
Long Lasting Effect 0.605263158
Packaging 0.405660377
Appeal as in Advertisement/brand Ambassador 0.366666667
Discounts and special offers 0.315789474
 Analysis
Primary Drivers identified
• Fragrance
• Product Range
• Long lasting effect
 SWOT Analysis
Objective: Facilitate Jaccard analysis and identify the core strength and weakness of the
four brands.

GARNIER
ATTRIBUTES AXE MEN BRUT PARK AVENUE
Fragrance 0.00 0.02 0.06 0.00
Value for Money 0.08 -0.01 0.01 0.03
Anti Prespirant -0.15 0.14 -0.02 0.00
Volume of Bottle -0.10 -0.03 0.11 -0.02
Product Range 0.15 -0.08 -0.04 -0.02
Long Lasting Effect -0.05 0.07 -0.02 0.05
Packaging 0.08 -0.08 0.01 0.00
Appeal as in Advertisement/ Brand Ambassador 0.03 0.04 -0.04 -0.02
Discounts and Special Offers -0.03 -0.08 -0.04 -0.02

Strength: More than 0.05 (included)

Weakness: Less than -0.05 (included)
 Analysis of Garnier Men
• Anti Perspirant • Discount and
special offers
• Long lasting effect • Packaging
• Product range

Strength Weakness

Threat Opportunity

• Value for money • Fragrance

• Volume of bottle • Appeal as in
advertisement/
Brand
ambassador
 Suggestions to Garnier
• The product range is very limited (only 2 variants), hence it is necessary
to include new fragrances in the deodorant range.
• People also think that Garnier doesn’t give discounts and offers in
deodorants, hence some offers and discounts if provided during the
phase of market penetration can be really very useful.
• People don’t differentiate Garnier in terms of packaging and
appearance, hence if it can work on it so that people are able to
recognize this brand from shelf, it can boost sales.
• On the other side people recognize USP of Garnier deodorant to be its
strength which is a very positive thing.
• Price is a major connect in deodorant market, so if Garnier sets a price
which can be somewhat at par with competitors and sell its strengths
then it can boost sales.
Any Questions