Professional Documents
Culture Documents
Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap
on their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make
a permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using
natural ingredients.
Garnier offers a vast range of hair colour, hair care and skincare that bring people natural
beauty.
Garnier gives guarantee and complete satisfaction, Garnier seeks to continually
improve product performance by addressing the people specific needs using expertise in hair
care, hair colour and skin care. Today most of the people prefer to use natural cosmetic
products and it is important to choose the correct products.
OBJECTIVIES OF STUDY:
To identify the factors that influences the choice of garnier products.
To know the level of customers satisfaction in respective garnier products
The objective of our project is to comprehensively research on one of the most successful
sub-brands of Garnier- 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.
We have researched on the brand perception of the product by the customers and customer
loyalty towards the product.
The stress however has been on the PRODUCT out of all the four Ps and on the consumer
behavior and their perception towards the brand.
We have also focused on the current leading competitors of Garnier-Garnier and conducted a
brief study on their marketing strategies.
Inadequate knowledge or ignorance of the beauty products its use, choice of the products.
The scope of the study is to identify how a garnier products attracts the consumers in
their buying behavior is analyzed in various criteria in the questionnaire.
RESEARCH METHODOLOGY:-
Primary Data
Primary data is the first hand data, which are selected a fresh and thus happen to be
original in character. Primary Data was crucial to know various customers and past consumer
views. The research is descriptive type of research survey includes research instrument like
questionnaire which can be structured and unstructured.
Secondary Data
Secondary data are those which has been collected by some one else and which
already have been passed through statistical process. Secondary data has been taken from
internet, newspaper, magazines and companies websites.
Chickmagalur
SAMPLE SIZE
SAMPLE UNIT
STATISTICAL TOOLS
SAMPLE:
While deciding about the sample of research, it is required from there searchers point to
pay attention to these under mentioned points:
a. Sample Units:
A decision has to be taken concerning a sampling unit before selecting a sample,
sampling unit may be age of graphical one such as state, district, village Etc. so in this research
sampling unit its individual consumer.
b) Source list:
It is also called sampling frame from which sample is to be drawn, it caters name of all the
items of a universe (incase offinite universe only).Researcher has to prepare it .
c) Sampling size:
This refers to the no. of items to be selected from the universe to constitute a
sample. This is a major problem before the researcher. The size of sample should
neither excessively large not too small, it should be optimum. This size of population
must be kept in view for this also limits the sample size. Sample size in this research is
25 customers.
d) Sampling procedure:
Finally the researcher must decide the type of sample he must be. That is he must
decide about the technique to be used in selecting items for the sample. In fact this technique or
procedure stands for the sample design itself. In this we used the random sampling on the basis
of first survey results, which is from 150 respondents.
INSTRUMENTS USED:
I collected from primary data through sample survey or census surveys from the selected
elements in malls and supermarkets . So for this purpose we have used the most popular tool of
primary data collection through direct communication with respondents. The tools we used are
questionnaires.
QUESTIONNAIRE:
This method is more popular. The questionnaire is sent to the person concerned to
answer the questions formatted and return the same soon. A Questionnaire consists of a
number of questions printed or typed in definite order on a form or set of forms. The
Questionnaire is sent to the respondents. In order to achieve there search objective it is
necessary to collect accurate and relevant data, secondary data are already published data
collected for purpose do the than the specific research needs a than Primary data that are
collected specifically for the research situation at hand, were collected by surveys, using
respondents surveys is one of the ways of collecting primary data namely observations,
experiments and surves.
1. Some of the respondents were unable to respond questionnaire due to their busy schedule.
2. This study is restricted to selected areas of Chikmagalur.
3. Research was unable to collect complete secondary data from the department.
4. Because of time constraint the study was limited to only 25 respondents.
5. In spite of above mentioned limitations every efforts has been made to counter them
effectively and present in the at most accurate from so as to make the study look complete
and useful.
Garnier is a mass market cosmetics brand of Garnier that produces hair care and skin
care products. The company started as Laboratoires Garnier in 1904, Current product lines
include Fructis shampoos and conditioners, and Nutrisse hair color. Garnier is sold in numerous
countries wordwide, with specific product lines targeted for different skin types and cultures. In
2011, Garnier partnered with TerraCycle to promote upcycling of product containers and the
introduction of biodegradable products.
The first Garnier product was made by Alfred Garnier in 1904, a hair tonic. The
full company name, Laboratories Garnier, originated in the 1920s as a producer of
haircare products made with organic ingredients. Garnier continues that mission today,
as all of its products are made with natural ingredients. The Garnier Group has owned
Garnier since 1965.
Garnier Fructis Marketing Communication Strategy Introduced in 2003, Garnier Fructis
was Garniers answer to major competitors such as Unilever and P&Gs mass-market products.
Garnier Fructis entered the hair care market with its sleek and bright green bottles of extra
creamy shampoo that smelled like fruits and was infused with natural ingredients. With its saloninspired line of shampoos that ranged from dandruff control to color protection, Garnier Fructis
objective was to capture market share in a wide range of benefit-oriented segments of the hair
care market.
Garnier Fructis offered consumers affordable but sophisticated hair care products that
promised to deliver on a range of needs. Garnier Fructis promoted its hair care products as
natural and high technology that offered everyday hair care needs for moisture, curls, dandruff
control, color protection, and nutrition. With such a wide range of products, Garnier Fructis
offered a one-stop shop for all hair care product consumers; a strategy followed by almost all
major hair care product manufacturers.
However, it was Garniers smart marketing communications strategy that enabled
Garnier Fructis to become a leading name in the consumer hair care market. With the support of
Garnier, its parent company, Garnier Fructis began its operations on a sound financial
foundation. In 2004, Maybelline New York, another subsidiary of Garnier, announced a $180
million marketing campaign in order to move Garnier Fructis from a niche brand to a national
brand.1 Garnier Fructis was introduced in the U.S. as a mass-market consumer hair care
product. Its successful debut overseas as a niche product served as a launching pad for its
introduction in the U.S. as a mass-market product. In order to create a successful national
brand, the brand message needed to be communicated effectively and efficiently. Garnier
Fructis marketing communications focused heavily on advertising, sales promotion, and public
relations.
We, Garnier Seatings, Bengaluru, are one of the renowned manufacturers and suppliers
of a wide assortment of Office Furniture, Banquet & Canteen Furniture. Our range is highly
appreciated by our clients due to its inherent features including elegant design, smooth finish,
seamless edge, durability, easy maintenance and the ability to withstand all climatic conditions.
Further, the range is extensively used in various application areas like schools, offices, hotels,
hospitals and banks.
Our state-of-the-art infrastructure is the perfect one that enables us to come up with a world
class range of products. It is installed with all the latest machinery and tools which help us in
carrying out our production process is smooth hassle free manner. The advanced machinery
coupled with diligent team that we possess is making wonders in our domain expertise.
Garnier Vision
Beauty is within us all. Every one possess its own natural beauty and every one has
the power to make that beauty shine through.
Garnier appeals to the type of women who is self confident, yet seeks to improve her
appearance
By taking care of herself she reveals her inner beauty and other people are drawn to
her. For garnier the aim of beauty is happiness and feeling at ease with others.
The Garnier Pure Active Multi-Action Scrub has two powerful actives formula:
STAGE I: Garnier products benefits from scientific and customer research gathered from
several research centers and evaluation centers around the world.
STAGE II: Independent clinical studies to assess the effectiveness and safety of our
products. They can be done under dermatological or Ophtalmological control.
STAGE III: Consumer studies verify product effectiveness and consumer satisfaction
rates before the product is launched.
STAGE IV: Once products are launched; customer satisfaction surveys are also carried
out. These involve interviewing a statistically significant number of people who have
bought and used the products for several weeks. This information helps us to monitor
levels of satisfaction and we use this type of customer feedback to evaluate and improve
our products on an ongoing basis.
History
The story began when Alfred Armour Garnier, a young French chemist, created in
1904 the first branded product, a hair tonic that used natural ingredients (plant extracts),
launched at a time when people used soap to wash hair. GARNIER then launched shampoos
and conditioners, which were advertised in women's magazines and soon became popular. The
brand began to expand its product line in 1936 when it was the first to produce a line of
sunscreen products for skin. This allowed to expand the line of skin care with the launch of
products made with natural ingredients and fruit extracts.
Innovation
Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap on
their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make a
permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using
natural ingredients.
Logo
GARNIER recently changed its branding with the launch of a new logo, a concept that is
more aligned with the roots of the brand: nature coupled with technology.
BOARD OF DIRECTORS
Jean-Pierre Garnier
John J. Greisch
Juhani Anttila
Peter Gruss
Robert J. Bertolini
Werner Henrich
Jean-Paul Clozel
Michael Jacobi
Carl Feldbaum
Armin Kessler
Garnier Seeds (India) Private Limited, was established in 1997 with it's first R&D
division and enter into commercial marketing in the year 2000. Although young in the corporate
history we have attained a rapid growth and by now established ourselves among top seed
companies in India. Garnier Seeds specializes in research, production, market development and
distribution of seeds. We are dedicated to the breeding of vegetable and fodder seeds in order
to increase farmer productivity. We also do farmer awareness programs open field day to
enhance well being of the farming community.
We take great pleasure in presenting you our latest edition of vegetable seeds
catalogue to familiarize to our existing and new up-coming products. Most of our open-pollinated
seeds and F1 hybrids are described in this catalogue. We invite readers to contact us for any
further information and shall be only happy to respond to such inquiry. Garnier Seeds family
pledge further to continue our improvement in all our division and wishes our customers a
profitable growing season with our new varieties.
Hair colour
Shampoos and
conditioner
Hair Care
Beauty Products
Hair colour
Garnier sells an array of products ranging from styling products to shampoos and conditioners.
Surf Hair
Fortifying deep conditioner
Fortifying deep lotion conditioner
Body and Volume shampoo and cream conditioner
Sleek and Shine leave-in conditioning cream
Color treated shampoo and cream conditioner
Length and Strength shampoo and cream conditioner
Curl and Shine shampoo and cream conditioner.
Curl and Shine leave-in conditioner.
Garnier also produces beauty products. The beauty products are branded under
the name Garnier Skin Naturals due to their natural components. These include:
Garnier Pure Range (For Oily/Blemished Skin)
Garnier Lift Range (Firming & Anti-wrinkle)
Garnier Light Range (Whitening/Brightening)
Garnier Fresh Range (For Normal/Combination Skin)
Garnier Soft Range (For Dry/Sensitive Skin)
Garnier Nutritionist Range (New) (For smoothening fine lines & boosting skin
radiance)
Body (gradual tan)
Body Tonic (firming lotion)
Body Cocoon (body moisturiser)
Foot Cocoon (foot moisturiser)
Hand Cocoon (hand moisturiser)
Body Repair (intensive body moisturiser)
Garnier Skin Naturals summerface 12hour Moisturising Cream Sun Kissed Look
Garnier MEN - Power Light 'India will pioneer the launch of this new brand
worldwide '
To guarantee consumers complete satisfaction, Garnier seeks to continually improve
product performance by addressing your specific needs using Garnier long expertise in hair
care, hair colour and skin care. Garnier products guarantee maximum effectiveness in total
harmony with your body, it rigorously do lab-test all Garnier new product propositions. Evaluated
by experts and consumers before being put on the market, garnier products give you immediate
and visible results.
Garnier Fructis products have fortifying shampoos and conditioners, which add strength
and vitality to any head of hair, as they contain something called a reinforced active fruit
concentrate. This unique ingredient evidently works within and on the surface of each strand of
hair to make stronger and fuller, allowing it to flow and shine as it naturally should. However,
different degrees of this Fructis shampoo and conditioner work on different types of hair.
There are Fructis shampoos and conditioners for everyday healthy hair, as well as
Fructis products for dry or damaged hair, offering them nutrition so that they can come back as
full as they once were. Other products yield smooth and frizz free hair for people whose hair
tends to dry out on a regular basis, while others will add waves and curls to those longer locks
of hair. You should buy a few of these products and see how they work specifically on your hair,
using them every other day or so. People have different amounts of natural oil on their hair,
which can yield a number of different looks when these products are used, some of which you
may not be happy with. So don't be afraid to do a little experimenting with the Garnier Fructis
shampoos and conditioners in order to find the ones that are right for you.
Anti-Dandruff Shampoo
Garnier also has an anti-dandruff shampoo that quickly repairs a dry scalp by adding
natural moisture back into the hair and onto the head. It has a double acting formula which
combines all the natural goodness the Garnier line is known for yet also adds Pyrithione Zync,
repairing the scalp, relieving itching and keeping flakes from returning, for at least the time
being. The Vitamin B3 also strengthens the hair at the same time, so that chronically dandruffy
hair will be able to recover more easily.
There are a number of different types of anti-dandruff shampoo in the Garnier line, which
deal with different degrees of dandruff, so determining the extent of your dry scalp will be an
important first step before buying the right hair product.
Volumizing Gel
Garnier's volumizing gel is also known to be one of the better styling gels out there, as it
not only effectively holds your hair in place but does so with the natural ingredients they put into
all of their products. This way your hair isn't caked and damaged by being smeared in chemicals
that are used to make many gels but rather vitamins and minerals that naturally absorb into the
hair over the course of the day, keeping the hair fortified and healthy by the time you need to
reapply the product. Different gels work for different types of hair, ranging from straight to curly
hair and some with more hold then others. For many people, a small couple of drops into the
palm of their hand are all they need to get the desired effect of natural hold to their hair.
Hair Coloring
Garnier has also made waves in the hair coloring market, by releasing a wide variety of
products to properly color people's hair. These products range from grey coverage to long
lasting color with the Nutrisse Cream, Belle Color and Herbashine product lines, which will
change or restore your old hair color for a good amount of time. Nutrisse Cream and Belle Color
have other benefits by giving hair a natural looking color, while Nutrisse Radiant Blondes hair
coloring offers both long-lasting color and is made ammonia free. There are even special effects
hair coloring products which are popular in the Garnier line, allowing you to frost & care for your
hair as well as use a multi-lights kit, adding all types of different highlights. If you are skilled with
these products, it could save you an incredibly expensive trip to the salon.
with each and every product. The corporation believes that you will find yourself happier and
more at ease with others when you have also cared for yourself.
Garnier Fructis Daily Care is fortified with Reinforced Active Fruit Concentrate - an
innovative combination of vitamins B3 and B6, fructose and glucose. Gentle enough for
everyday use, it nourishes, strengthens and smoothes each hair strand, keeping it balanced
and healthy-looking. Hair is up to 5x stronger, up to 5x smoother and so much shiner. The
result: Great-looking hair that is anything but ordinary.
Garnier Fructis Color Shield is fortified with UV protectant and Reinforced Active Fruit
Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially
created to care for color-treated or highlighted hair, it penetrates inside the hair to moisturize
and strengthen it. With UV protectant, the formula helps keep your color-treated hair brilliant and
shiny on the outside. Hair is up to 5x stronger, up to 5x smoother and so much shinier, so color
looks brilliant longer.
Drench your hair with moisture! Fortified with Reinforced Active Fruit Concentrate - an
innovative combination of vitamins B3 and B6, fructose and glucose - this creamy system helps
restore moisture in dull, brittle or dry hair. Moisture is replenished and brilliant shine returns. Hair
is up to 5 times stronger, up to 5 times smoother and so much shiny
Can your frizzy, coarse, rebellious hair withstand even the most humid weather? Get the
strength to fight frizz with Garnier Fructis Sleek & Shine. It's specially created to smooth dry,
unmanageable hair and contains Nutritive Fruit Micro-Oils - an innovative combination of apricot
and avocado oils, and vitamins B3 and B6. Hair is 5x stronger, 5x smoother and so much
shinier. The result: Long-lasting frizz control for hair that's incredibly sleek, even with moisture in
the air.
Impossibly long locks aren't impossible with Garnier Fructis Length & Strength!
Stronger hair grows even longer. It's the first anti-breakage system with Reinforced Active
Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose.
Specially created for hard-to-grow-long hair, this system reinforces hair, protecting it from
breakage and split ends.
Soothe your scalp! Created with Pyrithione Zinc and Active Fruit Concentrate - an
innovative combination of vitamins B3 and B6, fructose and glucose - this double-action formula
is gentle on your scalp, but ruthless on dandruff. It's a powerful force for healthy-looking hair and
the confidence that comes with it. It helps eliminate the symptoms of dandruff, effective with the
first wash, and makes your hair up to 3 times stronger! The result: No flakes guaranteed.
Garnier Fructis introduces the Strength & Repair System to help reverse the signs of
damage in one week, leaving hair intensely nourished, repaired from the inside out and more
resistant to breakage. The formulas with Nutritive Fruit Micro-Oils - a combination of apricot and
avocado oils - nourish hair, and Ceramide Reconstructor to help repair and fortify hair.
Garnier Sun Control - Garnier Daily Moisturizer, Daily moisturizer SPF 15 / UVA +, Daily
moisturizer SPF 20 / UVA.
Garnier Wrinkle Lift Anti-ageing- Garnier Anti ageing Cream. Garnier Bodycocoon Body
Moisturisers - Intense Moisture Lotion.
PROMOTION
Garnier has been very active and upfront in adopting new promotional techniques to
market its products. The company follows a very popular technique to advertise and market its
products that is the Viral Marketing policy. Viral marketing is a term coined to define the
productive ways a marketing message is made available. And corporate are using the medium
to circulate brands and brand messages. The idea has caught on like a virus, as efficiently as
Information Technology has entered households and businesses.
Firms are now structuring their businesses in a way that allows them to grow like a virus
and lock out the existing brick and mortar competitors through innovative pricing and
exploitation of competitors' distribution channels. The beauty of this marketing technique is that
none of it requires any marketing. Customers, who have caught the virus, do the selling. 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.
Like viruses, such strategies take advantage of rapid multiplication to explode the message to
thousands, to millions.
Off the Internet, viral marketing has been referred to as "word-of-mouth'', "creating a
buzz'', "leveraging the media'' and even "network marketing.'' It's a deceptively simple concept:
Create a message, send it via e-mail, and make it so compelling that recipients want to pass it
on to everyone in their address book. Advertisers are hot on the tactic, and the idea of putting
consumers to work spreading the word about a brand or service seems sound.
Relying on international ad campaigns:
Increasing its ad spend for the launch of its new products, Garnier has been relying
more on its international campaigns to make an impact in the Indian market. McCann Erickson
in Mumbai handles the Garnier and Maybelline account while Publicis India is in charge of
Garnier. "The ad accounts have been aligned according to our international affiliations with
these agencies and we try to have a mix of both the Indian and international ads," says Mr.
Rajgopal.
Garnier India currently has three brands in its consumer products portfolio and there are
product overlaps between its hair care, skin care and color cosmetics brands. Garnier, Garnier
and Maybelline have been defined by their price segments and positioning.
Promotional Strategy
The cosmetics giant is using hairdressing schools to stimulate demand for
products many Indians saw as an alien extravagance.
Above a bank in north Bombay, Indias future hairdressers are sculpting the tresses of
volunteer models more willing to let trainees loose on their hair than a seasoned local stylist
wielding a bottle of dye. Everyone is very particular about their hair these days, said Ruchi
Khater, from beneath a stack of silver foil at Garnier hairdressing academy.
For a customer who needs more than a trim, a visit to a hairdresser in India has
traditionally been something of a hair-raising experience. This was particularly true for fairhaired Western women with layered styles and blonde highlights. They learnt the hard way that
Indian hairdressers know little of color beyond a jet-black rinse or a streak of henna.
That is not surprising as 85 per cent of Indian women have long, straight hair. Their
natural tone is dark and they prefer home remedies recommended by their mothers. Most still
use hair oil - vegetable oil, no less rather than fancy conditioners.
It is a challenging environment for any company trying to sell packaged beauty products
to the majority of Indias 1.1 billion people they are not only alien but also an extravagance.
PRICE
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 products sale to the company. No surprise then that major
marketing efforts of companies attempt to attract the most potential group. In the present stage
of immense competition, companies are required to effectively plan their pricing strategies to not
only retain current customers but to also expand the customer base by targeting new segments
with an aim to convert them into loyal customers.
Trying to strike a balance in its pricing strategy for the Indian market, Garnier India
Private Ltd believes that by introducing more stock keeping units (SKU's) it will be able to tide
over the steep pricing of its products.
Marketing Manager, Garnier Consumer Products, told Business Line that, "We are
looking at pricing in the Indian context and there is a kind of balance we have struck.
Considering the large number of SKU's that we already have worldwide, it is possible to market
the products at an almost comparable pricing."
Considering the company has set up its manufacturing facilities in Pune and has also
been sub-contracting its products, it has been easier for it to control its prices in the Indian
market.
For aspirational products Garnier has adopted an international pricing strategy, which
may not be the case for the rest of the products. However there is no hard and fast rule
Besides, the company has also been customizing its products for the Indian market and
there is expected to be a blend of both international as well as Indian formulations for its
products. For instance its Garnier brand of Color Naturals is an `Indianised' product.
Garniers innovations always start from its luxury brands then penetrate to the brands in
different price level and different markets eventually implemented in its consumer brands.
The innovations based on the same technology platform will reduce the cost. The knack
for Garnier to create the advantages is to spread around strategic investment by sharing the
production of innovation between different product divisions. Garnier not only focuses on the
single brand but also pays attention to the technology relevancy in the series of brands. For
example, Garnier first introduced a break through anti-aging composite by using Lancme
brand. Subsequently, it was implemented in Vichy brand and brought into the consumer product
division eventually.
The broad distribution channel of consumer products was used to promote this
technology at last. In term of same products in the different market, Garnier also exerts the
technology platform to meet the specific needs of consumers. From Garniers experiences, the
core technology platform is a key component to the success of an international company with
complicated brand house. Without leveraging the resources between brands, it will cause
increase of operational cost and waste of resources and will be very hard to manage the
Garniers sophisticated brand architecture. Other than building the brand structure according to
the product identity, Garnier relied on distribution channel to carry out its strategy of brand
structure. There are four product departments in Garniers structure.
Every department has several brands and each brand has many names. They are
conspicuously different in packages and with distinct image and advertising. The different
brands share the resources of distribution channel and have high integration effect on
management. The luxury brands of Garnier are sold in strictly selected distribution channel like
department store, perfumeries and tax free shop. Professional products are provided to the
hairdressers. Active cosmetic products are sold in pharmacists. The most important sector
consumer products are distributed through mass consumption channel like department store
and supermarket.
Garnier has formed a brand matrix with great power of integration. Any new brand
merged into the relevant channel will fully utilize the resources in existing channel as well as
expand Garniers whole distribution channel by integrating its original channel. The
dissemination of brand will improve companys overall influential power.
Garnier recognized the leverage effect of it brand and focus its propagandas on brand rather
than propagandas on particular product. It is dedicated in building the relationship between its
brand and the market. It aims to enhance brand power by maintaining the good image in
publicities. Garniers efforts were also embodied on its marketing strategy. It always
concentrates on supporting those brands which can mostly represent its advantages and
leverage resources to those premium products.
Firms that aim to expand internationally or strengthen market position tend to acquire
new brand into the brand architecture. Acquiring influential and well positioned brand is an
important strategy of Garnier in developing its brand architecture. It achieves rapid growth by
acquiring brand in same or related business and is continually seeking these opportunities in the
worldwide scope. Garnier expanded its brand architecture by acquiring Maybelline brand in
1996, which was a very successful transaction. The Maybellines image was enhanced by
branded Garnier while Garnier got complementary in its brand architecture. Recent years in
Asia, it acquired the third skincare brand Mininurse in China and Japanese top luxury brand Shu
Uemura. These acquisitions represent Garniers ambition to Asian market.
They have the same product business with Garnier. In China the acquisition will enhance
Garniers market position in skincare and acquire distribution channels Mininurse had. It is also
a preparation for the future expansion in the most fast-growing market China. By acquiring Shu
Uemura, Garnier want to use this Japanese brand to compete with SK-which was a
competitor in the same level, in order to meet the trend of prevalence of Japanese cosmetic
brand in Asia. This is considered to be an effective and cost-efficient strategy which is consistent
with Garniers overall brand architecture.
PLACE
To run a company in profit the place factor out of the 4ps of marketing mix plays a very
crucial role. This includes decisions about where to sell the product or concerns about where
the customers are, and how to get to them. It also includes the "channel of distribution" meaning, all the different middlemen a company use to get the product out to the customer.
Garnier runs a massive worldwide operation employing nearly 62,000 men and women of
various races, backgrounds and religions across nearly 60 countries. Part of the reason for the
corporations success has been its sensitivity not only to its consumers but also to each and
every one of its employees.
The corporation has made sure that all their employees have opportunities to develop
themselves both personally and professionally.
This commitment by the corporation to take care of their own employees has resulted in
Garnier being rated by the European business school students as The Employer of Choice for
the year 2006. With over a century of experience in the cosmetics industry, Garnier has
established 19 global brands and produces them in 40 factories across the world. These
factories are all state of the art and ISO 140001 certified and all of their industrial sites are
audited with the standard SA 8000 (Garnier Corporation).
The corporation makes sure that every product that rolls out from their factories
complies with their own high standards and meets or exceeds quality and safety standards set
by local governmental agencies such as the Food & Drug Administration of the United States of
America. Garniers success in the cosmetic industry is due not only to their high quality, but also
to the corporations marketing efforts to make sure their various brands have a strong market
presence. In past 100 years that it has expanded, it has supplied to 130 countries with offices in
58 different countries. To make its presence feel in different parts of the world Garnier has
acquired many different companies like The Body Shop International plc, known as The Body
Shop, which has over 2,000 stores in more than 50 countries.
ANALYSIS OF INDIAN MARKET
Garnier being an important brand of Garnier in both hair care and skin care is available
all round the globe easily. In Indian market the hair care products of garnier like garnier fructis,
ultra doux etc is available in both organised and unorganized retail shops in India. The high
end skin care products like Nutritionsite are available only in selected retail outlets in country.
In India Garnier manufactures its products in Pune whereas its registered office is in Mumbai.
To popularize its product line Garnier has occupied brand corners in many big malls and
retail outlets in which garnier products get a major chunk. Garnier has tie ups with many big
beauty salons and parlors who can promote and sell its products. Over the past decade the
company has trained more than 30,000 hairdressers in India in the use of its products. And it
has helped to establish about 300 salons in the past five years.
The theory is simple: If there is no natural demand for your goods, stimulate it. We have
created a profession and a market, Didier Villanueva, Garnier Indias country manager, said. If
you train people they will use your products. Its sales in India, where it is No 2 behind Unilever,
are growing at 35 per cent a year.
This year, they are about 100 million (71 million). Although Garnier professional
products division represents only 17 per cent of total revenues, hair color was the Paris-based
groups genesis and remains the creative heart of the business. Money-spinning mass-market
brands such as Garnier are being pushed hard in India, where the company estimates there is a
market of 50 million. Garnier products are easily available for sale on many websites in India.
Threats
Competition from Private Labels.
Price Competition among Branded Manufacturers.
Garnier is a worldwide company affiliated with 29 other brands owned by Garnier. As of
2009, Garnier has three product lines concentrating on helping consumers with personal
appearance. Garnier offers skincare, hair care, hair color and styling products, which are
distributed in 16 countries. The first Garnier product was made by Alfred Garnier in 1904, a hair
tonic. The full company name, Laboratories Garnier, originated in the 1920s as a producer of
haircare products made with organic ingredients. Garnier continues that mission today, as all of
its products are made with natural ingredients. The Garnier Group has owned Garnier since
1965. Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap on
their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make a
permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using
natural ingredients.
So Garnier is a mass market brand of Garnier that produces hair care products,
including the Fructis line, as well as skin care products, notably the newer Nutritionist line. One
of their key proprietary ingredients is a fruit concentrate used in all their products. It is a
combination of fruit acids, vitamin B3 and B6, fructose and glucose.Garnier offers a vast range
of hair color, hair care and skin care that bring you natural beauty. For the natural beauty of your
hair and skin, we offer you more than simple products, providing advice and routines adapted to
your personal needs.
BUISNESS MISSION
Garnier want to make each and every product which makes people to take care of theirselves,
feel confident. Companys goal is to make each and every product which strengthen the beauty
of person and make them careful about them. That is why it has entered in many product lines
whether it is garnier shampoo, garnier beauty cream, curl gel, body cocoon etc.
To meet its mission, company has launched 29 different products and now it starts with
the promotion of its new product that is garnier anticeptic cream.
Marketing objective
As the winter season has started so main objective to market anticeptic cream of garnier
is to aware people about the their skin problem that occur in winters like dry perched skin of
body mainly face hands and even on cracks in feet then garnier is helpful also. These problems
have very high rate in winters than any other fairness cream because in winters, peoples main
interest is to maintain their skin soft rather then move more about fairness.
Industry analysis:
Anticeptic industry mainly grows with the launch of boroline in 1922 when the British
were ruling on us. From that time it was a very popular cream than now. Then boroplus cream
launched but due to its sticky nature after that borosoft launched in 1996.it is a very popular
cream due to its non stick characterstics.when we consider about anticeptic creams then only
boro creams comes in our mind which are fully functional with low cosmetic and asprational
appeal amongst the users. North and east India were major primary markets for antiseptic
creams at least 75% sales come out from them.anticeptics were charged low and middle sized
and lower class people are its major buyers.
Marketing strategy
Good marketer wants insight to help them interpret past performance as well as plan
future activities. They need timely, accurate and actionable information about consumers
competition and their brands .they also need to make the best possible tactical decisions in the
long run. Discovering a consumer insight and understanding its marketing implication can often
lead to a successful product launch or spur the growth of the brand. Garnier is doing extensive
marketing research to understand consumers preferences and also the competitors strategies.
It has a separate R&D department which conducts online as well as offline surveys to
know what consumers think about its offerings and what their feedbacks are. It also hires outer
research agencies to know the reaction of people outside and also collect information from
retailer about the product.
within the first two years of operation. The various expenditure on various operational activities
are as followVarious expenses
Online advertising
1,000,00,000
Direct
Mail news
Letter
500, 000, 00
TV short
3, 000,000,00
3, 000,000,00
Outdoor
1,000,000,00
2,000,000,00
Other(Promotions
Sales Promotion
Personal
Dealer activity absorbed in
Overheads
Testing end of campaign
Evaluation)
4,000,000,00
Sales objective
Sales of Rs 7billion by the end of 2010, sales of 15 Rs million by the year 2011. Its other
objective is to make stronger image in the minds of customer about garnier product in antiseptic
sector.
SOCIAL RESPONSIBILITY
As pioneers and visionaries in the field, Garnier has had a Family Code of Conduct since
the 70's, which incorporates the highest values of the founders towards the organization.At
Garnier all business decisions are based upon the principles of respect and integrity.
Compliance with these principles is provided by a formally defined Ethics Code, which governs
all actions to safeguard responsible conduct and a work environment that protects the values
and rights of all associates. This Code also provides the procedures for receiving questions and
complaints.
Garnier seeks to attract talent through a professional and transparent selection process;
100% of all associates are selected and hired based on technical criteria. Every year the
company's organizational climate is assessed, and participative action plans are in place to
improve job satisfaction. Training programs for professional development are also provided.
ENVIRONMENT
Costa Rica boasts unique natural wealth, and worldwide renown and projection. Garnier
& Garnier develops innovative real estate solutions that strive to improve not only the quality of
life of its clients but also sustainability and protection of their surrounding environment.
Higher profitability with environmental efficiency is sought with the following actions:
LEED Certification for constructions (St Jude Medical Coyol Free Zone)
COMMUNITY
Garnier is an active member of the communities where it operates, which allows the
company to learn about the main problems and challenges they face. We work together with
municipalities, community associations and various government entities. The Group's focus is
aimed at strengthening community capabilities to manage its resources. Social investment goes
beyond philanthropic programs.
Donation of the Melba Pinto computer lab to the Lagos del Coyol school Alajuela
Remodeling the Enrique Pinto school for the creation of the "New Information
Technology Center" San Rafael de Alajuela
"Leaders of Cabo Velas Alliance Las Colinas" An alliance created in 2010 together
with the presidents of community associations, presidents of local water boards,
municipality board members and community representatives, without political or profit
orientation, in order to look for joint solutions to community problems.
Expenditure
No. of Consumer
Percentage
0-500
40
27
500-1500
20
13
1500-2500
30
20
Above 2500
10
INTERPRETATION
The above data shows the expense percentage of consumers on personal care
products. According to this table 20% of consumer below 500 Rs. On personal care items,
33% peoples spend Rs. 500 1500 on cosmetics 40% consumers spend Rs. 1500 2500 on
personal care. At last sum 7% consumers spend more than Rs. 2500 on cosmetics.
Sources
No. of Consumers
Internet
20
13
Seminar
10
Newspaper
60
40
Samples
25
17
Leaflets
10
Words of mouth
25
17
INTERPRETATION
The above table shows the different sources from where consumers are able to know
about cosmetic products. 50% of the consumers are getting aware with the products. 50% of
the consumers are getting aware with the products from advertising in T.V or some other
medium. 28% of the consumers are get aware about the product by their friends. 23% of
consumers are able to know about the products through some other sources like free sampling,
mass media, brand promotion etc.
60
50
40
30
20
No. of
Consumers
10
No. of Consumers
Discount
60
40
Latest product
50
33
Product serious
10
Beauty
30
20
CHART 4.3
60
50
40
30
20
10
0
No. of
Consumers
%
INTERPRETATION
The above data shows the customer interest. 40% of customer look for discount and
33% of consumer take interest towards the availability of latest product in the market and 20%
are beauty conscious
No. of Consumers
Yes
110
73
No
15
10
25
17
120
100
80
No. of
Consumers
60
40
20
0
Yes
No
INTERPRETATION
The above table shows the brand consciousness of the common consumers. On the
basis of above table, at the present time there are 79% people of India are brand conscious
13% consumers are brand conscious for only few brands and remaining 8% people who
belongs to backward areas are not brand conscious.
Preference of Different Brands (country wise)
TABLE NO. 5
Brands
No. of Consumers
National
82
55
International
51
34
Local
17
11
90
80
70
60
No. of
Consumers
50
40
30
20
10
0
National
International
Local
INTERPRETATION
The above data table shows the preference of consumers towards different brands of
Personal care products on the basis of country. 55% of consumers prefer the brands of
different national companies. The main reason is less price and relatively good quality. 34%
consumers prefer the brands international companies or imported products. These consumers
contains models, relatively rich people, professionals etc. last 11% consumers prefers local
goods.
TABLE NO. 6
Places
No. of Consumers
Malls
32
21
Supermarkets
72
48
Traditional shops
37
25
e-shopping
80
70
60
50
Places
40
No. of
Consumers
30
20
10
0
1
INTERPRETATION
The above data shows the different habits of consumers during they are on a way to
purchase the products. There was a time when consumers gone to only one or two stores
available in an are. They purchase only these things which the retailers give them. At the time,
the consumers have very limited choice due to unavailability of more retail stores in an are. But
now a day there is a bunch of availability of super markets, malls, and different ways to
shopping. At the present time, 48% of people goes to a super market, 25% goes to same old
traditional stores, these persons are either from backward area or some Semi Urban areas.
21% peoples goes to malls for shopping, these are the people of Metro cities or good developed
City like Chennai, Bangalore etc., Remaining 6% people deals with e-shopping.
No. of Consumers
Company
17
11
Packaging
28
19
Brand name
57
38
Price
48
32
CHART NO .7
No. of Consumers
Company
17
48
28
57
Packaging
Brand name
Price
INTERPREATION
The above table shows the different factors which effects the buying decision of the
consumers. At the present time more than 35% (38%) of consumers prefers the brand name
before purchasing of a personal care product. 32% of consumers prefers price as a important
factor in the purchasing of a personal care product. 19% preference goes to the packaging and
remaining 11% preference goes to reputation of companies.
TOTAL NUMBER
RESPONDENTS
OF
WORKING
AND
NON
WORKING
NOT WORKING
WORKNG
The above pie diagram indicates that out of the total 100 respondents
surveyed, 43% are working and the remaining 57% are not working and are
mostly students.
DONT USE
USE
USE; 36; 84%
DONT USE
skin care; 1; 4%
hair care; 4; 17%
skin care
hair care
both; 18; 78%
both
Out of the 43 people who are working, about 29 of them use Garnier
products and out of these 29 people, only 4% of the respondents use only
skin care products and 18% of them use only hair care products while a
major chunk of 78% of the respondents use both skin care and hair care
products of Garnier.
This indicates that the customers are regular and loyal users of almost all
the product lines of Garnier.
skin
hair
hair; 9; 25%
both
products, 28% of them use Garnier skin care products and 47% of them
use both hair care and skin care products of Garnier. This again indicates
that majority of people like both the segments of Garnier but unlike the
working consumers the non working consumers prefer Garnier skin care
products over its hair care products.
PRODUCTS USAGE
Figure 16
Body Lotion
Body Lotion; 28
MoisturiserMoisturiser; 14
Body Lotion; 49
Moisturiser; 63
Anti WrinkleAnti
Cream
Wrinkle Cream; 2
Fairness Cream; 54
Non-User
User
Anti-AgeingAnti-Ageing
Cream
Cream; 3
Hair Color
Hair Color; 20
Facewash
Anti-Ageing Cream; 74
Hair Color; 57
Facewash; 39
Facewash; 38
Out of the 100 people surveyed, 77 answered that they use Garnier products. The chart above
depicts the usage of different products by these 77 people. Shampoo & conditioner is used by
57 people, Facewash by 39 people, Acne Removal Cream by 8 people, Hair Color by 20
people, Anti-Ageing Cream by 3 people, Fairness Cream by 23 people, Anti Wrinkle Cream by 2
people, Dark Circle Removal Cream by 4 people, Moisturiser by 14 people and Body Lotion by
28 people. This data suggests that Shampoos & Conditioner are the most popular of Garnier
products.
AWARENESS
Awareness
TV; 74
Awareness
Newspaper/Magazines;W
21
ord of Mouth; 20
Internet; 7
Out of the 100 people surveyed, 77 answered that they use Garnier products. We gathered
information through our survey that how a respondent came to know about Garnier products. 74
respondents answered that they came to know about Garnier products through television, 21 by
newspaper and magazines, 20 by word of mouth and 7 through internet. This data suggests that
TV is the most popular source of information and awareness regarding Garnier products.
AWARENESS
It shows that 45%of respondents told that Personal care expenditure on 1500
2500
The study reveals that 50% of respondents priority of ingredients and function.
Majority (25%) of respondents said that award received and laboratory reports.
Majority (40%) of respondents said that aware from Newspaper.
It shows that 45% of respondents told that discount based.
Most (73%)of respondents get the brand consciousness
It is observed that 55% of respondents told that preference to the national
company products.
It shows that 50% of respondents told the shopping place is super market.
It shows that 38% of respondents told the brand name influencing the buying
decision.
Almost 64% people are happy with their current brand and do not want to switch to
Garnier products thus it needs to make the customers aware of the products.
Garnier need to adopt different promotional mediums like internet, magazines, product
binding schemes and even surrogative marketing.
Introduce herbal product lines as the customer is getting more inclined towards herbal
products.
As boys are also becoming looks conscious so the male beauty segment can be one
area of focus.
Customer like best quality product on any price, so company should add latest
Technology to their product.
After sales services is the area where Indian and International Company can
Highly satisfy the existing customer, because they can make more customer
Through their word of mouth. So Indian and International company should
Provide latest and reliable service to their customers.
Customers behavior always looks for some extra benefit with purchasing.
They demand for affordable price for product and gifts with purchasing.
International Company should make strategy to cater every income group
Customers in city. Upper income group are affordable to purchase but lower
Income group is not. So International company should make policies to send
Their product and every home.
The Garnier company should give more emphasis on advertising to create
Market awareness and to make a brand image in the mind so investors.
Companies should do more publicity through road shows, news paper and
Advertisement. As this will create awareness about the fund and schemes
That are at present managed by the international company.
They should keep a close eye on competitor strategy.
Suggestions
Conclusion
As the research has shown the comparison between customer consumer behavior
regarding Indian and International product in recent time. Since the consumer consumer
behavior is the important factor to forecast the sales of any product in a particular area. So
company should keep close eye on the market situation. yet, customer we reprice sensitive, but
the changing market trend and customer view and preference shown that customer are now
quality sensitive. They want quality product, goods, services, easy availability of product and
better performance by the product. These days no of customer buying from malls has been
increased. Also the frequency to visit the malls has been increased substantially. People are
more brands conscious and they are satisfied with the range of products available there. We
can conclude from our study that still more inclinationis towards indigenous product the
preference ratio of indigenous to imported products is 7:3 This is because of the relatively
higher price of imported product.
BIBILIOGRAPHY
Books :
Website :
www.wikipedia.com
www.fmcgmarketers.blogspot.com
www.google.com
www.azzmba.com
QUESTIONNAIRE
1. Name
2. Gender
3. Age
Below 18
18 - 22
23 27
28 32
above 32
4. Educational Level
Primary
Secondary
Graduate
Post graduate
5. Monthly income
<10,000
10001-20000
20001 30000
30001 40,000
>40000
6. On average how much do you spend on personal care product each month?
0-500
500 1000
1000-1500
1500-2500
Above 2500
(please indicate the importance of the following criteria in choosing your personal care products
1-most important 5-least important)
1. Price
2. packaging
9. Ingredients
10. Location in Retail Stores
11. Promoters service
12. How do you determine the trust worthiness of the personal care brand you are using ?
Product origin
Award received
Laboratory recommendation
Editorial recommendation
Sample
Newspaper
leaflets
Seminars
Words of mouth
14. Which area interest you the most?
Discount
Latest Product
Product reviews
Beauty
15.Are you satisfied with the variety of brand availability in the market?
Yes
No
International brand
Traditional shop
e shopping
Spokesperson
Function
Leaflets
19. What kind of promotion would you attract you to buy skin care products the most?
Newspapers
Seminars
Promoters Persuasion