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Garnier Men: Powerlite Range

Garnier Men: Powerlite Range

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Published by marshalsonavane
This is a marketing plan for Garnier Men: Powerlite Range
This is a marketing plan for Garnier Men: Powerlite Range

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Published by: marshalsonavane on Oct 28, 2009
Copyright:Attribution Non-commercial

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12/20/2012

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2009
shri [Type the company name]
BM-B, Group-6: Aalok Sanghvi (B09062) |Abhishek Dassani (B09063) | Divya Agrawal(B09078) | Marshal Sonavane (B09089) |Megha Bhatia (B09090)XLRI, Jamshedpur
 8/21/2009 
GARNIER MEN: POWERLIGHT RANGE
 
 
Table of Contents
Executive Summary
.........................................................................................................................1
Introduction
.....................................................................................................................................2
 
Market Analysis .............................................................................................................................2Objectives........................................................................................................................................4
Corporate Objectives .......................................................................................................................4Divisional Objectives
 
......................................................................................................................4Marketing Objectives .......................................................................................................................4
SWOT analysis ...............................................................................................................................7Competitor analysis .......................................................................................................................8
Emami ..............................................................................................................................................8
HUL’s Fair and Lovely
-Menz active ...............................................................................................9
 Category Factors-
Porter’s f 
ive forces
........................................................................................11
 Marketing Mix .............................................................................................................................12Marketing Research.....................................................................................................................13Strategies .......................................................................................................................................15
Strategy - Product ..........................................................................................................................15Strategy
 – 
Marketing Programmes ...............................................................................................17
References .........................................................................................................................................Exhibits
.............................................................................................................................................
 
EXECUTIVE SUMMARY
Garnier plans to foray into the men cosmetic segment as if has huge untapped potential. The
Launch of the “Garnier Men” range is a measure in this direction with the first product line as
Garnier PowerLight. Garnier PowerLight aims at ta
rgeting the “fairness cream for men” segment
by launching three products. India has been chosen at the launching ground for the productwhich shall later be expanded into the other countries. Thus a large onus for the success of theGarnier Men range falls on the performance and acceptance of the product in India.The company has clearly defined objectives which it intends to meet. It aims at establishing astrong foothold in the fairness- for- men market while being on a constant lookout for the newuntapped markets.
It wants to intensify company’s effort to develop products that women and
men need and want for skincare. And also, the company aims at producing drive for increasedmargin through better products and necessary awareness.The reason for our choosing this project lies in the fact that Garnier PowerLight, being in thenascent stage, offers a wide scope for analysis and strategy formulation. The success of thisproduct will rely heavily on the socio-cultural norms and the consumer behavior for the kind of the product. So, while analyzing the existing market and existing environmental factors, theproject work aims at addressing these two core issues. We have also tried to look in depth of these factors by conducting two surveys. This has helped us formulate effective strategies for theproduct.

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