Project Report

Submitted To: Dr. Kartik Dave

Submitted By: Pradeep Sharma (951)

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Acknowledgement

An Old Chinese proverb says: When eating your bamboo sprouts, remember the men who planted them. Now that my sprouts are ready to eat, it is time for me to express my deepest gratitude to all those who have made this possible. We wish to express our sincere gratitude to Dr. Kartik Dave who guided us and helped us from time to time to successfully conduct this research. We think her direction was the best thing that could happen to us and our project. We would also like to thank BIMTECH for letting us use the computer resources and library. We hope you enjoy reading the report as much as we enjoyed making it.

TABLE OF CONTENTS
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1. Project Objective …………………………………………………………. 2. L’Oreal Introduction ………………………………………………………

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3. Introduction to Garnier …………………………………………….……... 9 3.1 Company Review 10 4. Hair care market analysis………………………………………………..... 11 4.1 Evaluation of shampoo in India 4.2 Current scenario of shampoo market 12 14

5. Skin care industry in India………………………………………………... 16 6. Study of 4P’S of Garnier………………………………………………..... 6.1 Hair care products 6.2 Skin care products 6.3 Natural ingredients of Garnier 7. Promotion ….……………………………………………………………... 7.1 Relying on International Campaigning 7.2 Promotion Strategy 18 18 22 24 26 28 32

8. Price ………………………………………………………………………. 35 9. Place ……………………………………………………………………..... 38 10. Analysis of Indian market ………………………………………….......... 39 11. SWOT Analysis ………………………………………………………….. 40 12. Data Analysis …………………………………………………………. 13. Conclusion …………………………………………………………….. 14. Recommendation ……………………………………………………… 41-54 55 56

15. Questionnaire------------------------------------------------------------------------ 57-59 16. Reference ……………………………………………………………… 60

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L'Oréal's strategy is to evolve Garnier into a master brand. 4 . "Fructis shampoo and conditioner is core. The target segment for any product is that homogeneous group of people which is purported to be the most potential customer for the product. body wash and facial care. Place.Executive Summary The application of the four Ps (Product. Price. for any product. Greater Noida and Noida. This project is an extensive study of the 4Ps analysis of the Garnier products. This French brand came to India in 1991 with its Ultra Doux range of Shampoo through its Agent Laboratories Garnier. In 2000 L’Oreal launched its range of cosmetics in to Indian market. its growth trends. similar to Unilever with Dove. L'Oreal is one of the most successful International premium brands in India. This case study also helps in getting an overview of the Indian skin care and hair care market scenario. After having done this study we were able to identify the pricing strategies followed by L’Oreal in terms of their product along with their promotional strategy in the NCR region. Thus. stretching across categories that over the next few years would include soap. Promotion. Product and Promotion aspect of the Garnier products in the region of study i. future prospects and opportunities available. The market follows the Pareto Principle. This detailed study helped us in understanding the Price. No surprise then that major marketing efforts of companies attempt to attract the most potential group. In 1994 Laboratories Garnier became the 100% subsidiary of L'Oréal. which says that 80 per cent of the sales come from 20 per cent of the people. and Place) of marketing revolves mainly around the customers in the target segment. In this market the Color Cosmetic segment is around Rs 250 crore while the Skin care segment is estimated to be around Rs 400 crore. The Indian Cosmetic and skin care market is estimated to be around $300 Million. and they are introducing styling aids as part of a mega brand strategy. one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that product’s sale to the company.e.

Also we have captured the market capabilities of Garnier hair care shampoos and conditioners. 5 . • • The stress however has been on the PRODUCT out of all the four P’s and on the consumer behavior and their perception towards the brand. we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. essentially Garnier from time to time. We have essentially focused on shampoos and conditioners. 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.PROJECT OBJECTIVE: • • The objective of our project is to comprehensively research on one of the most successful sub-brands of L’Oreal. We have also focused on the current leading competitors of L’Oreal-Garnier and conducted a brief study on their marketing strategies. • Our research has been aimed at understanding the market share of Garnier within the L’Oreal brand and among other brands.GARNIER. • • We have researched on the brand perception of the product by the customers and customer loyalty towards the product. Within Garnier.

the L’Oreal Group is the world's largest cosmetics and beauty company and is headquartered in the Paris suburb of Clichy. Today. L’Oreal India and has four divisions — consumer products. France. The operations in India are conducted through a judicial mix of global and local methods of advertising to appeal to the Indian consumers. the 6 .L’OREAL – INTRODUCTION L’Oreal was founded in the year 1909 by Eugene Schueller. L’Oreal started its operations in India thirteen years ago. It has recently been replaced by "Because you're worth it". The Indian subsidiary headed by Chief Operating Officer Dinesh Dayal. L’Oreal India has recently setup its own manufacturing plant in Pune. Its closest global competitor in the premium make-up segment is Revlon. shampoo range Garnier. It got its start from the hair color business but soon it developed activities in the field of cosmetics. is one of the key officials responsible for the formation and operations of L'Oreal India. It operates in India through its wholly owned subsidiary. L'Oreal is active in the dermatological and pharmaceutical fields. Its portfolio of brands includes the cosmetics range of L'Oreal Paris and Maybelline NY. sun protection. perfumes and hair care. make up. professional products. active cosmetics and luxury products. In India. The beauty and the wellness sector in India are on a boom. The share of the Indian market to L'Oreal's turnover of 15. concentrating on skin care. but is growing. It imports most of its products from its facilities abroad and manufactures the rest in Pune.8 billion is small. The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in terms of sales . and the Swiss food company Nestlé each control over a quarter of the shares and voting rights.Garnier. but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. luxury products such as Lancóme and active cosmetics such as Vichy. India’s contribution to the growth of the global cosmetics market is about 60 percent. L’Oreal famous advertising slogan is "Because I’m worth it". L'Oreal is a listed company. a French chemist who developed an innovative hair color formula. It is also the top nanotechnology patent-holder in the United States. who has been with the company for 20 years.

L’Oreal has thus identified India as one of its top five growing businesses globally. product evaluation and claim substantiation are recognized by the international scientific community.000-crore Indian herbal and ayurvedic cosmetics industry. L'Oréal's research facilities in France. The company’s growth in India can be attributed to its innovation of new products. The group is taking the acquisition route to enter this niche sector. L’Oreal’s methodologies for evaluating the safety and efficacy of ingredients and finished products. but offers a true value for money. After identifying its targets. Their discoveries are published in leading scientific journals.000 scientists and research staff.L’Oreal advertising account is handled by Mccann Erickson. L’Oreal India is in advanced talks with Biotique and VLCC to acquire herbal/ayurvedic cosmetics brands. and Japan bring together more than 3. L’Oreal India has discovered over the years. 7 . L’Oréal’s innovations are patented. the behavior of the Indian consumers and has realized that the Indian consumer is not as price conscious as is portrayed. The brand is more expensive than the average FMCG. supply chain management. systems and structure. creating some 586 patents in 2004 alone. L’Oreal is planning to foray into the Rs 1. Being the world’s second largest cosmetics major. the USA.

L’Oreal products are the result of the following research. 4. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks to assess their level of satisfaction and to help us to continually improve L’Oreal products. development and evaluation process: 1. The sample size of these cosmetic-clinical studies is in line with the industry’s standards. L’Oréal products are validated by independent cosmetic-clinical studies under dermatological control to assess their efficacy and safety. 2. 13 evaluation centers and through collaborations with leading independent research institutes around the world. customer satisfaction surveys are carried out after the products are launched. 3. In addition. Moreover. L’Oréal conducts consumer studies to assess the products’ efficacy and satisfaction rate before they are launched. The benefits offered by our products are supported by the scientific and customer evidence gathered at 13 research centers. 8 . These tests are conducted by independent research companies and performed on a statistically significant number of women and men.

in 9 . including the Fructis line. Garnier believes in beauty through nature. its products help look healthy and feel good every day. L'Oreal and Maybelline. Nutritioniste.Garnier. It is a combination of fruit acids. Its skin care brand of Garnier has been extended to a shampoo and hair conditioner under the Fructis brand. vitamin B3. In 2000 L’Oreal launched its range of cosmetics in to Indian market. In the hair color segment. the L'Orealowned brand that shook up the US hair care market with the introduction of Fructis in 2003. The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in terms of sales — Garnier.GARNIER. B6. Garnier operates in the mid-price and luxury segment. active cosmetics and luxury products.AN EXTENSIVE RESEARCH ON A L’OREAL SUB-BRAND L’Oreal operates in India through four main divisions: consumer products. The brand positioned as a Unisex brand mainly used its international campaigns in India to appeal to the Indian consumer. Garnier concentrated on the Natural Hair care market with the main USP of strong hair. Garnier mainly produces hair care products. Garnier. Scientifically developed and enriched with selected natural ingredients. The company has been steadily increasing its product portfolio in the Indian market especially in the hair care segment. that are sold around the world. While L'Oréal was focusing on hair color market in the initial stages of its launch. professional products. now has plans to bring over its skin care collection too. skin care products under the name. Garnier attributes its performance to being the first player in India to introduce a cream-based hair color below the price of Rs 100 (2002) and the first home-highlighting kit (2005). fructose and glucose. This has enabled it to garner a 20 per cent share in a market dominated by local hair colorants and dyes. Maybelline was in the premium color cosmetic segment while Garnier in the "naturals" segment. the three brands of L’Oreal have been defined by their price segments and positioning. and most recently. One of their key ingredients is a fruit concentrate used in all their products.

It has penetrated firmly in the Indian market both in skin care as well as hair care products covering a wide range from shampoos. 10 . Its hair coloring portfolio has also been given a boost and the company has decided roped in Kareena Kapoor as its new brand ambassador for its hair color brand of Garnier Nutrisse.spite of the presence of Garnier's Ultra Doux shampoo and hair conditioner. hair care and skin care that bring you natural beauty. anti-acne ointments. hair mousse. serums. For the natural beauty of hair and skin. Garnier has very effectively designed its promotional strategies by adapting to the changing customer demand. To guarantee complete satisfaction to its customers. Evaluated by experts and consumers before being put on the market. Garnier seeks to continually improve product performance by addressing their customer’s specific needs using the company’s long expertise in hair care. providing advice and routines adapted to their personal needs. hair color and skin care. The accessibility factor of Garnier products has been taken care of by the company by ensuring easy availability of its products in almost all confectionery item stores to malls and kiosks. more than simple products. The brand positioned as a Unisex brand mainly used its international campaigns in India to appeal to the Indian consumer. the company offers to its customers. COMPANY REVIEWGarnier offers a vast range of hair color. To be sure Garnier products guarantee maximum effectiveness in total harmony with the customer’s body. Garnier products give immediate and visible results. to gels. Garnier has been able to establish itself firmly in the Indian market and has clearly defined its target market which is the middle class and the upper middle class segment. conditioners. anti-wrinkle creams etc. Garnier concentrated on the Natural Hair care market with the main USP of strong hair. the company rigorously lab-tests all its new product propositions.

it’s largely due to demand. hair conditioners in India still face a difficult market due to long established habit of using hair oil and ayurvedic treatments. For instance when hair colors first came to India. as they are cheaper for consumers and lack the chemicals of conditioners. Hair colorants indicate strong growth trends with a year over year growth of 8 per cent. shampoos. hair colorants. hair colorants & conditioners. launch new products and target different geographic segments and age-groups. they have become the way of life. However.8% over the previous year. The hair care market can be segmented into hair oils. Today. it has become a fashion statement. But with the increasing number of youth in the country. especially with the young and trendy. it was largely to cover grey hair. According to A C Nielsen (the world's leading marketing information company). if there are more brands in the Indian market. Gone are the days when hair conditioners and hair colorants were used occasionally to look beautiful.MARKET ANALYSIS The hair care market in India is valued at $200 million. more than a decade ago.HAIR CARE INDUSTRY IN INDIA. Today. feminine hygiene. and baby care have accelerated growth in personal care market. It has registered a growth of 3. Hair colorants are substitutes for hair dye to counter graying hair. Figure 1 11 . That’s why all the players have plans to modify existing products. and hair gels.

low penetration levels. with the world’s largest selling brand . HLL was the first company to target the rural market with shampoos. • P & G enters India in Nov 1995. an anti-dandruff shampoo in 1987. In 1964. EVOLUTION OF SHAMPOOS IN INDIA • • • • • • • • • HLL has been an undisputed leader in this market from early 90’s from where the concept of shampoos got consideration.Shampoo + Conditioner with Sachet packs. Sunsilk re-positioned and re-launched in 1994 (Nutracare) . Hair oiling is a major niche in the hair care segment. Marico. a huge untapped market. The major players in hair shampoo category are HLL. Sunsilk re-launched in 1987 . yellow for normal hair.Pantene 12 . The market penetration of hair gels/creams is very low. green for oily hair and black for long hair. P&G later launched Clinic Active in 1991 focusing more on the health platform by introducing pro Vitamin B in its shampoos. Hair gels/creams are mainly used for hair grooming by men and is used as a fashion accessory. and Lakme. it was launched on a beauty platform with a new variant in its packaging. This stage marked the entry of competition in India due to certain factors such as the burgeoning middle class. In 1971. The penetration level of hair oil is around 87%. Unlike market abroad. Sunsilk was launched on a general or a normal shampoo platform. India has a large quantity of consumers whose hair care expenditure also includes hair oils. and is limited to a small section of the urban market. P&G launched for the first time. L'Oreal. Around 50% of the population uses hair oil every day. HLL goes rural with Sachet shampoo concept. This time.The major players in hair colorants category are Godrej. 6 billions. Hair gel market segment is at a primary stage and not many local brands are available in India. The growth rate of hair oils in rural India is faster than the growth rate in urban India. Clinic Plus was launched on a different platform as a health shampoo for family usage. rising awareness of the youth. and Dabur India. Garnier.Pink for dry hair. The hair oil market is valued at Rs.

Clinic Plus and Clinic All Clear put together have a market share of about 70 % While toilet soaps have reached saturation. to 506 per thousand households in 2008-09. Clinic. In 1998. Sunsilk was re-launched with Fruitamins. Shampoo penetration is expected to grow from 314 thousand households in 1998-99.• • Colgate Palmolive launched Optima also in Nov 1995 ( breakthrough in Keratin treatment ) Nirma launched Nirma Shampoo which went into rough weather because it also had a detergent and soap with the same name. Sunsilk. There were 2 variants regular and menthol • • • • • • • • Sachet sale became 40 % of all shampoo consumption in the country. In South India. The brand name also had low price connotations. the AD segment accounted for a 20 % share P & G launched its internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine (ZPT) . per capita consumption of Shampoo increased Of the Rs. Organics and Lux and their various brand extensions dominate the shampoo market. 350 Cr. • • • In mid 1997. CURRENT SCENARIO OF SHAMPOO MARKET 13 . the company re-launched Clinic and Sunsilk brands. According to NCAER.a unique anti-microbial agent. there is immense potential for penetration of shampoos into Indian households. Today HLL has a 63 % market share in the shampoo market. Shampoo market.

There are broadly three basic segments in the shampoo market in India. teenagers and now the upper class rural consumers. These are: • • • Cosmetics Anti-Dandruff Herbal The top three brands in the Normal shampoo range are Clinic Plus. Dabur Vatika and Nyle. The premium products in the shampoo market include Shehnaz Hussain. Sunsilk and Chik while in Herbal shampoo range. It is restricted to the super premium segment or those who are very involved with their hair care.Shampoos are a significant segment of the hair care industry and they mainly cater to the middle class. the shampoo market has a large untapped market as it is still considered as a premium cosmetic product by a huge part of the Indian population. 14 . our research shows the following facts: • The frequency of shampoo usage is very low. On the basis of the research conducted by us. The anti-dandruff shampoos include Clinic All Clear. In many cases. Most consumers use shampoo only once or twice in a week. Some consumers use natural conditioning agents such as henna. the upper middle class. This can be justified from the current market scenario of shampoo market which states that the current per capita consumption of shampoos by Indian consumers is just 13 ml which is very less as compared to its other Asian counterparts where t is about 160 ml in Indonesia and about 330 ml in Thailand. these products are used on special occasions such as weddings. parties etc. • • • Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. Further. The penetration of shampoo market in India is just about 15% out of which the penetration in the urban market is 40% and in the rural market. L’Oreal and Revlon Flex as the ruling brands in the market. Use of conditioners is not common. Head and Shoulders and Dabur Vatika as the best performing brands. it is 10%. the top three brands are Ayush.

local brands such as Ayur have strong equities and these products being low priced dilute sachet’s USP of low price.• • • About 50% of consumers use ordinary toilet soaps to wash their hair. particularly in fragrance. Brand loyalties in shampoo are not very strong. • • • • • • • An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair Most consumers do not use shampoo daily. Regular users would need smaller quantity of shampoo per bath. Major expectations from the product are improvement in texture and manageability. especially online marketing. this particular market segment is also improving at a fast pace. giving softness and bounce to hair. curing and avoiding damage to the hair. Southern market is predominantly a sachet market. shampoo bottles are more popular in the Northern markets. 15 . About 50 % of the shampoo bottles are sold in the Northern region alone. Consumers frequently look for a change. About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair. accounting for 70 % of sachet volumes. There are certain brands that are actively increasing their presence in the market by marketing their shampoos through different channels. It is due to this reason hat Ad campaigns are on a rise as there is a lot of competition in this area and there are low penetration levels with a large untapped market. In the North. The main challenge therefore in front of marketers is to increase the product awareness in the Indian market and also focusing on targeting the rural market which is majorly unaware about the product. • • Consumers attribute lathering to the act of cleaning. With changing times. In Contrast. Hair tends to collect more dust due to dusty environment and oiling habits.

facial creams. within a period of five-six years. and influence of satellite television. advancement in medical technology. growth is expected to be around 25% over the next five years. 16 . Out of these. The facial skin care market is booming. etc. anti-wrinkle creams. increase in awareness.MARKET ANALYSIS The skin care market is valued at $180 million in India. greater product choice and availability. The penetration level for both the urban and rural market is low. Since the penetration level is still relatively low. facial creams. etc. moisturizers. Ponds) with a market share of 53%. fairness creams. in an effort to remove the pimples and the acne.SKIN CARE INDUSTRY IN INDIA. day and night creams. astringents. fairness creams. However. Lakme. Products are competing with one another to take shelf space in the retail stores. The skin care market is at a primary stage in India. fight stress and worry lines. Like western countries. more people are taking interest in personal grooming. sunscreens. increase in disposable incomes.4 %. dark circle removing creams. Many people still prefer to use homemade and traditional products to cure the skin problems. creams and potions are applied in India also. moisturizers. Facial skin care products have become an essential part of the beauty market. Some of the major players in this segment are Hindustan Lever (Fair & Lovely. The other players that have a presence in the market are Emami (Gold Turmeric and Naturally Fair). the Indian Skin care solutions business is growing very fast. the use of skin care products has increased significantly in India. With changing life styles. The skin care market can be segregated into toners. cleansers. are the most popular products and account for approximately 60% of the skin care segment. Revlon (Fair & Glow). and to remain young. followed by CavinKare. With safe and effective procedures.Fairever with a market share of over12 % and Godrej-Fair Glow with a market share of 3. day and night creams.

They can be done under dermatological or Ophtalmological control.GARNIER TESTING POLICIES: All products are the result of rigorous research and development and benefit from the expertise of our multi-disciplinary scientists & research staff. STAGE III: Consumer studies verify product effectiveness and consumer satisfaction rates before the product is launched. Stages of research. • • • STAGE II: Independent clinical studies to assess the effectiveness and safety of our products. Their discoveries are frequently published in leading scientific journals and have resulted in several patents. STUDY OF 4 P’S OF GARNIER 17 . 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. STAGE IV: Once products are launched. development and evaluation at Garnier: • STAGE I: Garnier products benefits from scientific and customer research gathered from several research centers and evaluation centers around the world. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks. customer satisfaction surveys are also carried out. Garnier uses methodologies recognized by the international scientific community as part of its products' development process which assess their safety and effectiveness.

Hair is up to 5x stronger. Gentle enough for everyday use. The result: Great-looking hair that is anything but ordinary. up to 5x smoother and so much shiner. strengthens and smoothes each hair strand. fructose and glucose. it nourishes.HAIR CARE PRODUCTS • Garnier Fructis Daily Care Garnier Fructis Daily Care is fortified with Reinforced Active Fruit Concentrate an innovative combination of vitamins B3 and B6. keeping it balanced and healthy-looking. • Garnier Fructis Color Shield 18 .

up to 5x smoother and so much shinier.an innovative combination of vitamins B3 and B6.this creamy system helps restore moisture in dull. fructose and glucose . Moisture is replenished and brilliant shine returns. brittle or dry hair. it penetrates inside the hair to moisturize and strengthen it. fructose and glucose.an innovative combination of vitamins B3 and B6. Hair is up to 5x stronger. Specially created to care for color-treated or highlighted hair. up to 5 times smoother and so much shiny • Garnier Fructis Sleek & Shine 19 .Garnier Fructis Color Shield is fortified with UV protectant and Reinforced Active Fruit Concentrate . With UV protectant. • Garnier Fructis Moisture Works Drench your hair with moisture! Fortified with Reinforced Active Fruit Concentrate . so color looks brilliant longer. Hair is up to 5 times stronger. the formula helps keep your colortreated hair brilliant and shiny on the outside.

even with moisture in the air. protecting it from breakage and split ends. fructose and glucose.Can your frizzy.an innovative combination of vitamins B3 and B6. and vitamins B3 and B6. coarse. 5x smoother and so much shinier. rebellious hair withstand even the most humid weather? Get the strength to fight frizz with Garnier Fructis Sleek & Shine. The result: Long-lasting frizz control for hair that's incredibly sleek. It's the first anti-breakage system with Reinforced Active Fruit Concentrate . • Garnier Fructis Length & Strength Impossibly long locks aren't impossible with Garnier Fructis Length & Strength! Stronger hair grows even longer. Specially created for hard-to-grow-long hair. unmanageable hair and contains Nutritive Fruit Micro-Oils . Hair is 5x stronger.an innovative combination of apricot and avocado oils. this system reinforces hair. It's specially created to smooth dry. • Garnier Fructis Anti-Dandruff 20 .

It's a powerful force for healthylooking hair and the confidence that comes with it. and Ceramide Reconstructor to help repair and fortify hair. leaving hair intensely nourished. It helps eliminate the symptoms of dandruff.this double-action formula is gentle on your scalp. and makes your hair up to 3 times stronger! The result: No flakes guaranteed. SKIN CARE PRODUCTS 21 .Soothe your scalp! Created with Pyrithione Zinc and Active Fruit Concentrate . repaired from the inside out and more resistant to breakage.a combination of apricot and avocado oils . effective with the first wash. but ruthless on dandruff. • Garnier Fructis Strength & Repair Garnier Fructis introduces the Strength & Repair System to help reverse the signs of damage in one week.nourish hair. The formulas with Nutritive Fruit Micro-Oils . fructose and glucose .an innovative combination of vitamins B3 and B6.

Garnier Pure Anti-blemish Products Garnier Pure Anti-blemish - Garnier Pore purifying Astringent, Garnier Pure Pimple Control Pen, Garnier Pure Exfoliating Face Wash, Garnier Pure Deep Clean Gel Face Wash, Garnier Pure Daily Treatment Cream.

Garnier Light Fairness Anti-Marks Products Garnier Light Fairness Anti-Marks Products - Garnier Fairness Face Wash, Garnier Fairness Wipe-off Lotion, Dark Spots Prevention moisturizer, Garnier Anti-marks & Fairness concentrate, Garnier Total Comfort Nourishing + Anti-tightening cold cream, Garnier Light Matte Mattifying Fairness Cream, Garnier Light Under Eye Dark Circle Lightening Cream.

Garnier Essential Cleansers Products Garnier Essential Cleansers - Garnier Gentle Face Wash, Garnier Gentle Cleansing Milk, Fresh Clean feel Face Wash.

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Garnier Essential Care Products Garnier Essential Care - Garnier Daily Moisturizing Lotion, Garnier Daily Moisturizing Cream, Garnier Replenishing Night Cream, Garnier Eye Contour Gel.

Garnier Sun Control Products Garnier Sun Control - Garnier Daily Moisturizer, Daily moisturizer SPF 15 / UVA +, Daily moisturizer SPF 20 / UVA.

Garnier Wrinkle Lift Anti-ageing Products

Garnier Body cocoon Body Moisturizers

Garnier Wrinkle Lift Anti-ageing- Garnier Anti Garnier Bodycocoon Body Moisturisers - Intense ageing Cream. Moisture Lotion.

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NATURAL INGREDIENTS OF GARNIER:

FRUCTOSE AND GLUCOSE:
Fructose is also known as fruit sugar because it is abundantly found in fruits. It is generally associated with Glucose. They are a part of the class of Carbohydrates, which represent an important source of energy for all living organisms. The role of Fructose and Glucose in nourishing hair was demonstrated by in vitro culture of hair follicles. Fructose and Glucose are fuel for hair.

FRUIT AHA’s:
Alpha Hydroxy Acids are a specific and original chemical family that is found in numerous fruits: malic acid in apples, citrus acid in citrus fruits, and tartaric acid in grapes. Of these, citric acid is the most nourishing for the hair; it penetrates deep into the hair to improve the mechanical resistance of hair structure.

GREEN TEA EXTRACT:
It is obtained from young dry leaves which have been macarated and percolated in cold extraction process in order to reserve the plant’s active components. Green tea contains Caffeine, which has stimulating properties and is considered a medical plant.

CAFFEINE:
The stimulating properties of caffeine help to break down fat. It is also known for its beneficial effect on micro-circulation and for its decongesting properties.

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pears. bananas. blackcurrants. grapes. lemons. GRAPE SEED OIL: Fragrant fruit oil concentrate that starts nourishing while one colors his/her hair. almond and apricot to help replenish lipids that the skin is lacking. VITAMINS B3 AND B6: These vitamins are organic compounds which are vital for cellular life: they actively participate in metabolic reactions. apricots. Vitamin B6 can be found in various fruits including avocado. pineapple and peaches. FRUIT OILS: Garnier has selected a unique combination of fruit oils from olives. grape seeds.ANTI STORAGE GINGKO: Gingko slows down storage of fats and is renowned for it filtering properties. Vitamin B3 can also be found in fruit. avocado. 25 . figs.

On web sites and in chat rooms. In most cases. The idea has caught on like a virus. as efficiently as Information Technology has entered households and businesses. not advertising-led. do the selling. 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. The beauty of this marketing technique is that none of it requires any marketing. and the idea of putting consumers to work spreading the word about a brand or service seems sound. they are idea-led. to millions. Off the Internet. Like Hotmail. "creating a buzz''. viral marketing has been referred to as "word-of-mouth''. 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. By simply sending an e-mail. "leveraging the media'' and even "network marketing. There are some high-profile viral success stories. send it via e-mail. who have caught the virus. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others.'' It's a deceptively simple concept: Create a message. The 1999-hit film 'The Blair Witch Project' also benefited from a similar contagion. creating the potential for exponential growth in the message's exposure and influence. Like viruses.PROMOTION Garnier has been very active and upfront in adopting new promotional techniques to market its products. the consumers were bitten. the film's promoters hinted that the fictional tale was really a documentary and let the bug run wild. And corporate are using the medium to circulate brands and brand messages. Advertisers are hot on the tactic. and make it so compelling that recipients want to pass it on to everyone in their address book. Customers. such strategies take advantage of rapid multiplication to explode the message to thousands. 26 . way back in 1996. What is unique about the concept is that where brands or brand ideas are exchanged within communities. consumers hawked the service because every message contained a Hotmail ad that helped it grow to 12 million accounts in its first year.

consumers were expected to invite their friends to visit the braid and add to their score. or tomorrow. The firm had to introduce the aspect of five times stronger hair and the firm had a braid competition whereby consumers could register on a site and create a knot on the Fructis braid. provided they are successful in convincing the customers of the second-rung segment.000 consumers created their own knot on the braid and forwarded the link to more than 82. as part of their entry into the contest. They may not profit today. The idea is to give away valuable products or services to attract attention. a daughter advises her mother to try the product and thus makes an attempt to promote product among middleaged women. Hence. Since 'Free' happens to be the most powerful word in a marketer's vocabulary. a survey report indicated.000 of their friends. Garnier has positioned itself as a lifestyle product mainly targeting teenagers and young girls.When Garnier launched its Fructis shampoo. they latched on to the idea. 27 . most viral marketing programmes have attached themselves to it. And. they know they will profit soon and for the rest of their lives. The knot creation was actually created (visually presented on the site) and as a next step. This is very evident from Garnier ads be it for Garnier fructis shampoos or for hair color. someone else's resources are depleted rather than our own. Companies need to be very strategic in presenting the product and its features to attract another segment. expanding the base of the target segment gives a whole new market to marketers. more importantly. In a recent advertisement of Garnier hair color. A record 76. Viral marketers practice delayed gratification. but if they can generate a groundswell of interest from something free.

" says Mr. McCann Erickson in Mumbai handles the L'Oreal and Maybelline account while Publicis India is in charge of Garnier. L'Oreal has been relying more on its international campaigns to make an impact in the Indian market. L'Oreal and Maybelline have been defined by their price segments and positioning. companies should adopt line extensions by bringing suitable changes in the products. It may be damaging. Rajgopal. urban Indian women. including name-brand clothes. In case of any signals of lowering demand with the existing target group. L'Oreal India currently has three brands in its consumer products portfolio and there are product overlaps between its hair care. 28 . companies need to be sensitive about the impact of targeting other segments on the existing target segment. skin care and color cosmetics brands. cosmetics and new cars. especially. Garnier. a premier brand is targeted at the aspiring middle-class also. Advertising and marketing specialists are aiming at young. if in a process of expanding its customer base. Relying on international ad campaigns: Increasing its ad spend for the launch of its new products. "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. who are earning their own money and are potential customers for a host of products.At the same time.

The below graph suggests that like Shampoos. Hair Dyes do not show any seasonality in terms of advertising peaks.L’Oreal Group and Godrej Consumer Products dominate Spends on Hair Dyes in Television Advertising Last time. we had seen that Shampoos was not a very seasonal category in terms of advertising on TV. Let's check out the trends for another similar category from the Personal Care Sector-Hair Dyes. Figure 2 29 .

Figure 3 Moving on to the Top Brands in this category-it's once again flooded by L'Oreal Group & 30 .5% and 3.Let's look at the top players in the Hair Dyes category. L’Oreal Group and Godrej Consumer Products Ltd are the two big giants in this category. Their share of expenditures on this category on Television are close to each other with L’Oreal getting the top slot with nearly 38% share of the advertising pie whereas Godrej Consumer Products gets 33% share of advertising. At the 3rd place we have Hygienic Research (although the margin between the 2nd and 3rd position is large) with nearly 18% share of advertising followed by Henna Export Corporation and Cavin Care Ltd with 5.8% shares of advertising respectively.

Garnier Color Naturals (L’Oreal) is in the top position whereas its other product . 7th & 9th position respectively.Nutrisse Hair Color Mask and L’Oreal Excellence Cream are at the 4th and 5th position.Godrej Consumer Products. we have Godrej Powder (Godrej Consumer Products) whereas its other products Godrej Color Soft. Black Rose Kali Mahendi at 8th while Indica Hair Dye gains the 10th position. Super Vasmol 33 (Hygienic Research) is at the 2nd position. Figure 4 Promotional Strategy 31 . At the 3rd position. Godrej Kesh Kala Tel and Godrej Herbal Hair Dye are at 6th.

000 hairdressers in India in the use of its products. It is a challenging environment for any company trying to sell packaged beauty products – to the majority of India’s 1. straight hair.” said Ruchi Khater. For a customer who needs more than a trim. 32 . “Everyone is very particular about their hair these days. Above a bank in north Bombay. 73 hairdressers have graduated. was to create a market from scratch. This was particularly true for fair-haired Western women with layered styles and blonde highlights. The six-month course turns out professionals capable of working as a junior in one of the select but growing number of international-standard salons in India’s big cities. no less – rather than fancy conditioners.The cosmetics giant is using hairdressing schools to stimulate demand for products many Indians saw as an alien extravagance. They learnt the hard way that Indian hairdressers know little of color beyond a jet-black rinse or a streak of henna. Most still use hair oil .vegetable oil. India’s 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. Since it opened its first academy in Bombay in 2006. Their natural tone is dark and they prefer home remedies recommended by their mothers. Over the past decade the company has trained more than 30. a visit to a hairdresser in India has traditionally been something of a hair-raising experience. from beneath a stack of silver foil at L’Oréal’s hairdressing academy. The solution for L’Oréal. That is not surprising as 85 per cent of Indian women have long. L’Oréal’s distribution network also plays a vital role. the world’s largest beauty and cosmetics group.1 billion people they are not only alien but also an extravagance.

who pay 200. Sohini Rohra. 24. “People did not know what a bad haircut was. Unprecedented economic growth in India. “We have created a profession and a market. This year. “If you train people they will use your products. which is forecast by McKinsey to become the world’s fifth-biggest consuming nation by 2025. urban consumers are very demanding and image is everything. L’Oréal.000 rupees (£2. My mother’s generation did not have a clue because there was no exposure to these things. are green to say the least. said.And it has helped to establish about 300 salons in the past five years. 33 . has created a raft of opportunities for international lifestyle brands. which uses Aishwarya Rai. to chop his long locks made front-page news. estimates there are 70 million potential consumers being created every year. where it is No 2 behind Unilever. as one of its international faces. In a media-driven culture obsessed with Bollywood. academy director. and follow the changing fashions of their favourite celebrities. they are about €100 million (£71 million). the Bollywood star and former Miss World.” The students. Its sales in India. the recent decision by Mahendra Singh Dhoni. are growing at 35 per cent a year. got in. the 26-year-old captain of the one-day cricket team and the face of Brylcreem in India.” she said. Emerging markets such as India are driving the growth of the cosmetics industry. The theory is simple: If there is no natural demand for your goods. L’Oréal India’s country manager. “Most who come do not know how to hold scissors or use a blow dryer. Much like Britain’s tabloid fascination with David Beckham’s changing hairstyles. a former model.” Caroline Lannuzel.440) each. stimulate it. said.” Didier Villanueva. which launched an Indian edition in September. They read glossy magazines such as Vogue. Competition is strong with more than 50 applications for 15 places.

the beauty salon group. Franck Provost. where the company estimates there is a market of 50 million people. In India. In the L’Oréal academy. advertisements for L'Oréal-branded products and the company's Garnier line generally feature a pale model and focus on the ingredients in the product. also has a hairdressing academy in Bombay and Toni & Guy opened a salon this year. using takeaction language like "YES to fairer and younger looking skin" or "Against inside cell damages. hair color was the Paris-based group’s genesis and remains the creative heart of the business. Two thirds of the population is under 35: youth will drive growth." 34 .Although L’Oréal’s professional products division represents only 17 per cent of total revenues. it has at least two new potential customers. Its rivals agree. L’Oréal hopes that very soon it will be because they think they’re worth it. Money-spinning mass-market brands such as Garnier are being pushed hard in India.

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. For aspirational products Garnier has adopted an international pricing strategy. "We are looking at pricing in the Indian context and there is a kind of balance we have struck. Marketing Manager. 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. In the present stage of immense competition. Mr. which says that 80 per cent of the sales come from 20 per cent of the people. it has been easier for it to control its prices in the Indian market. L'Oreal Consumer Products. one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that product’s sale to the company." Considering the company has set up its manufacturing facilities in Pune and has also been sub-contracting its products. Ashwin Rajgopal. No surprise then that major marketing efforts of companies attempt to attract the most potential group. it is possible to market the products at an almost comparable pricing. told Business Line that. 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 35 . Considering the large number of SKU's that we already have worldwide. The market follows the Pareto Principle. for any product. Trying to strike a balance in its pricing strategy for the Indian market. However there is no hard and fast rule Besides. which may not be the case for the rest of the products. Thus. `L'Oreal 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.

For example. The broad distribution channel of consumer products was used to promote this technology at last. L'Oreal first introduced a break through anti-aging composite by using Lancôme brand.formulations for its products. L'Oreal’s 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. Other than building the brand structure according to the product identity. The innovations based on the same technology platform will reduce the cost. L'Oreal relied on distribution channel to carry out its strategy of brand structure. Subsequently. The different brands share the resources of distribution channel and have high integration effect on management. the core technology platform is a key component to the success of an international company with complicated brand house. it was implemented in Vichy brand and brought into the consumer product division eventually. From L'Oreal’s experiences. Active cosmetic products are sold in pharmacists. The most important sector consumer products are distributed through mass consumption channel like department store and supermarket. Every department has several brands and each brand has many names. For instance its Garnier brand of Color Naturals is an `Indianised' product. In term of same products in the different market. They are conspicuously different in packages and with distinct image and advertising. Without leveraging the resources between brands. L'Oreal not only focuses on the single brand but also pays attention to the technology relevancy in the series of brands. Professional products are provided to the hairdressers. There are four product departments in L'Oreal’s structure. perfumeries and tax free shop. L'Oreal also exerts the technology platform to meet the specific needs of consumers. The knack for L'Oreal to create the advantages is to spread around strategic investment by sharing the production of innovation between different product divisions. L'Oreal has formed a brand matrix with great power of integration. The luxury brands of L’Oreal are sold in strictly selected distribution channel like department store. Any new brand merged into the relevant channel will fully utilize the resources in existing channel as well 36 . it will cause increase of operational cost and waste of resources and will be very hard to manage the L'Oreal’s sophisticated brand architecture.

Recent years in Asia. L'Oreal want to use this Japanese brand to compete with SK-…¡which was a competitor in the same level. These acquisitions represent L'Oreal’s ambition to Asian market. The Maybelline’s image was enhanced by branded L'Oreal while L'Oreal got complementary in its brand architecture. in order to meet the trend of prevalence of Japanese cosmetic brand in Asia. L'Oreal’s efforts were also embodied on its marketing strategy. They have the same product business with L'Oreal. It achieves rapid growth by acquiring brand in same or related business and is continually seeking these opportunities in the worldwide scope. It is dedicated in building the relationship between its brand and the market. L'Oreal expanded its brand architecture by acquiring Maybelline brand in 1996. It is also a preparation for the future expansion in the most fast-growing market China. Acquiring influential and well positioned brand is an important strategy of L'Oreal in developing its brand architecture.as expand L'Oreal’s whole distribution channel by integrating its original channel. which was a very successful transaction. By acquiring Shu Uemura. It always concentrates on supporting those brands which can mostly represent its advantages and leverage resources to those premium products. This is considered to be an effective and cost-efficient strategy which is consistent with L'Oreal’s overall brand architecture 37 . it acquired the third skincare brand Mininurse in China and Japanese top luxury brand Shu Uemura. It aims to enhance brand power by maintaining the good image in publicities. The dissemination of brand will improve company’s overall influential power. L'Oreal recognized the leverage effect of it brand and focus its propagandas on brand rather than propagandas on particular product. In China the acquisition will enhance L'OrealÂ’s market position in skincare and acquire distribution channels Mininurse had. Firms that aim to expand internationally or strengthen market position tend to acquire new brand into the brand architecture.

L’Oreal runs a massive worldwide operation employing nearly 62. This includes decisions about where to sell the product or concerns about where the customers are.000 men and women of various races. backgrounds and religions across nearly 60 countries.meaning. L’Oreal has established 19 global brands and produces them in 40 factories across the world. Part of the reason for the corporation’s success has been its sensitivity not only to its consumers but also to each and every one of its employees. This commitment by the corporation to take care of their own employees has resulted in L’Oreal being rated by the European business school students as The Employer of Choice for the year 2006. all the different middlemen a company use to get the product out to the customer. 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 (L’Oreal Corporation). The corporation has made sure that all their employees have opportunities to develop themselves both personally and professionally. L’Oreal’s success in the cosmetic industry is due not only to their high quality. known as The Body Shop. In past 100 years that it has expanded. and how to get to them. With over a century of experience in the cosmetics industry. it has supplied to 130 countries with offices in 58 different countries. but also to the corporation’s marketing efforts to make sure their various brands have a strong market presence. To make its presence feel in different parts of the world L’Oreal has acquired many different companies like “The Body Shop International plc”.000 stores in more than 50 countries.PLACE To run a company in profit the place factor out of the 4p’s of marketing mix plays a very crucial role. 38 . It also includes the "channel of distribution" . which has over 2. 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.

“We have created a profession and a market. “ultra doux” etc is available in both organised and unorganized retail shops in India. In India Garnier manufactures its products in Pune whereas it’s registered office is in Mumbai.ANALYSIS OF INDIAN MARKET Garnier being an important brand of L’Oreal in both hair care and skin care is available all round the globe easily. “If you train people they will use your products. stimulate it. where it is No 2 behind Unilever. where the company estimates there is a market of 50 million.” Its sales in India. This year. The theory is simple: If there is no natural demand for your goods. The high end skin care products like “Nutritionsite” are available only in selected retail outlets in country. L’Oreal has tie ups with many big beauty salons and parlors who can promote and sell its products. SWOT ANALYSIS OF GARNIER PRODUCTS 39 . are growing at 35 per cent a year. And it has helped to establish about 300 salons in the past five years. Although L’Oréal’s professional products division represents only 17 per cent of total revenues. Over the past decade the company has trained more than 30. Garnier products are easily available for sale on many websites in India.000 hairdressers in India in the use of its products. In Indian market the hair care products of garnier like “garnier fructis”. Money-spinning mass-market brands such as Garnier are being pushed hard in India. L’Oréal India’s country manager. said. they are about €100 million (£71 million). To popularize its product line L’Oreal has occupied brand corners in many big malls and retail outlets in which garnier products get a major chunk.” Didier Villanueva. hair color was the Paris-based group’s genesis and remains the creative heart of the business.

Growth in Adjacent Categories. Growth of Direct Sales Channels Changing Consumer Lifestyles. Threats  Competition from Private Labels. Variants available.Strengths      Strong and Focused Brand Portfolio.  Price Competition among Branded Manufacturers. Opportunities        M&A Opportunities. Beauty products market growing with a significant rate. 40 .  Unable to gain much of market share. Demand for Natural Cosmetics. Geographical Coverage. Rural market growth. Presence in Emerging Markets. Weaknesses  Dependence on Western European Markets  Late Entry into Asian markets. Strong R&D Capability.

41 .DATA ANALYSIS TOTAL NUMBER OF WORKING AND NON WORKNG RESPONDENTS Figure 5 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.

The respondents so surveyed were well aware about the brand and were also aware about almost all the product lines being offered by Garnier. 42 . This indicates that the brand is popular amongst the working people. This result indicates that Garnier has a well defined target market catering mainly to upper middle class consumers which is mainly why the working respondents are frequent users of different products of Garnier.GARNIER USAGE AMONG WORKING RESPONDENTS Figure 6 Out of the total 43 working respondents surveyed. only 30% of them don’t use any of the Garnier products. the remaining 70% of the working respondents use Garnier products. be it in skin care or hair care.

about 84% of the respondents use Garnier products which means about 47 out of 57 people use Garnier products and 16% of the respondents don’t use any of the Garnier products. The inference that can be drawn from the above two pie charts is that irrespective of whether the consumers are working or are students. This again indicates that the brand is popular among even the non working respondents who are majorly students in our survey. the brand has a good popularity.GARNIER USAGE AMONG NON WORKING RESPONDENTS Figure 7 Out of the 57 non working respondents surveyed. This means that the brand has successfully caters to the needs of the youth as well as people falling in the age bracket of 35 to 55. 43 .

about 29 of them use Garnier products and out of these 29 people. This indicates that the customers are regular and loyal users of almost all the product lines of Garnier.PREFERENCE FOR SKIN CARE OR HAIR CARE AMONG WORKING RESPONDENTS Figure 8 Out of the 43 people who are working. 44 . 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 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. 25% use only Garnier hair care products.PREFERENCE OF SKIN CARE OR HAIR CARE PRODUCTS AMONG NON WORKING RESPONDENTS Figure 9 Out of the 57 non working respondents. 45 . about 36 of them use Garnier products. 28% of them use Garnier skin care products and 47% of them use both hair care and skin care products of Garnier. Out of these 36 respondents.

9% of the respondents purchase Garnier products fortnightly. This indicates that a 46 . 69% of the respondents purchase the products on a monthly basis and 22% of them purchase the products once in three months.USAGE FREQUENCY AMONG WORKING RESPONDENTS Figure 10 Out of the 29 people using Garnier products.

Figure 11 47 . This also indicates that there is easy availability of Garnier products at almost all retail outlets. 33% of them purchase the products once in three months and a majority of 58% of the customers purchase the products on a monthly basis. This indicates that the buying pattern of customers is more or less the same irrespective of their occupation. only 3% purchase the products fortnightly.majority of respondents are frequent users of Garnier products. The result of this data is very much similar to that of the working respondents. about 6% purchase the products weekly. USAGE FREQUENCY AMONG NON WORKING RESPONDENTS Out of the 36 respondents who use Garner products.

AVAILABILITY OF GARNIER PRODUCTS Figure 12 48 .

Hence there is not much easy accessibility to Garnier products in general be it skin care or hair care. 16 respondents feel that the products are readily available at all stores.The above data gives a combined interpretation for both working and non working respondents that out of 29 working respondents. 10 feel that Garner products are easily available at every store while 19 feel that they are available only at selective stores and out of 36 non working respondents. The combined interpretation of this result indicates that the distribution network of Garnier is not very strong which leads to the unavailability of Garnier products quite often. 19 feel that the products are available only at selective stores and only 1 respondent felt that the products are not easily available at all. PRICE OF GARNIER PRODUCTS 49 .

Figure 13 The graph states that out of 29 working respondents. 20 feel that Garnier products are slightly overpriced while 15 feel that the products are perfectly priced. This is because Garnier caters mainly to the middle class and the upper middle class consumers with a prime aim of providing good quality products to its loyal customers. A combined interpretation of this can be that about 50% of both working respondents as well as students feel that the prices of all the Garnier products are slightly overpriced. This means that Garnier does not have a prime aim to offer the products at reasonable or affordable prices for all segments of consumers. In case of the 36 non working respondents. SATISFACTON LEVEL 50 . 15 feel that Garnier products are slightly overpriced and about 14 feel that the products are perfectly priced while none of the working respondents feel that the products are highly overpriced.

2 respondents found the products highly satisfactory and a majority of 33 people found them satisfactory.Figure 14 Out of the 29 working people surveyed. The common interpretation out of this result can be that a majority of customers find Garnier products satisfactory which leaves some scope for improvement in the quality of products being offered by Garnier so that it can attract more customers thereby expanding the existing customer base. about 5 found garnier products highly satisfactory and a majority of 24 found the products satisfactory while none of the working respondents found them below satisfaction levels. While out of the 36 no working respondents surveyed. 51 . Only 1 person out of the non working respondents found the products below satisfaction levels.

Out of these 77 people only 2 answered that they use the product for medical purpose. It is very clear from this data that people prefer Garnier products for cosmetic use only. Therefore those people who use Garnier products. while a majority of 75 people answered that they use the products for cosmetic purpose. 52 .USAGE PURPOSE Figure 15 Out of the 100 people surveyed. 77 people use Garnier products. 97% use them for cosmetic purpose. while a very small percentage of 3% use it for medical purpose.

53 . Hair Color by 20 people. 77 answered that they use Garnier products. Anti Wrinkle Cream by 2 people. Moisturiser by 14 people and Body Lotion by 28 people. Fairness Cream by 23 people. This data suggests that Shampoos & Conditioner are the most popular of Garnier products. Dark Circle Removal Cream by 4 people. Acne Removal Cream by 8 people. Facewash by 39 people. Anti-Ageing Cream by 3 people.PRODUCTS USAGE Figure 16 Out of the 100 people surveyed. The chart above depicts the usage of different products by these 77 people. Shampoo & conditioner is used by 57 people.

77 answered that they use Garnier products. This data suggests that TV is the most popular source of information and awareness regarding Garnier products. 54 . 20 by word of mouth and 7 through internet. We gathered information through our survey that how a respondent came to know about Garnier products.AWARENESS Figure 17 Out of the 100 people surveyed. 21 by newspaper and magazines. 74 respondents answered that they came to know about Garnier products through television.

14 people (64%) are happy with their current brand and have not tried Garnier yet. Thus if Garnier needs to make the customers use their products for once and be able to stand on their expectations.Reasons for Not Using Garnier Products Figure 17 Out of the 22 respondents who do not use the Garnier products. the other 3 people (14%) finds the price of the garnier products as the main reason for not using it. rest 4 people (18%) do not find Garnier products effective. 55 .

18% find Garnier products ineffective and 14% people find the price of the products a major concern.  In non working respondents 47% uses both skin and hair care products by Garnier. 56 .  Shampoos & Conditioner are the most popular Garnier products. the investigation perspectives have been thrown. Following are the few key findings of the study:  70% of the total working respondents use Garnier products. Further the study helped in identifying the reasons which stops the customers to buy Garnier Products over other products and to understand customer Brand knowledge with regard to Garnier. putting aside the motives outside India.Conclusion The present study comes to the floor with the revelations having exciting and full of curiosity determinants in relation to the specified objectives to understand and analyze the 4P aspects of marketing for Garnier. conditioning the specified motives of Indian people.  Among the non users of the Garnier products 64% are happy with their current brand. 25% only hair care and 28% skin care products. whereas 18% uses only hair care products by Garnier and 4% only skin care products.  TV is the most popular source of information and awareness regarding Garnier products. in the context of Indian customers (where interviewed customers are from Noida and Greater Noida). As the study has been conducted.  Only 40% of the users said that garnier products are available at every store.  84% of the total non working respondents use Garnier product. The research conducted was also helpful in identifying the frequency of purchase and usage of the Garnier products.  78% of the working respondents users use both hair and skin care products.  82% of the Garnier users are satisfied with the products.

product binding schemes and even surrogative marketing. magazines. Improve upon online sales service in tier 1 and tier 2 cities taking the time constraint of the customers in the picture. Introducing a low price product line for the rural market. Make the consumers aware of all the products other than its flagship products like shampoo.Recommendations • It needs to improve the availability network of the product so as to reach a large customer base because 60% of the respondents feel that it is available at selective stores only. As boys are also becoming looks conscious so the male beauty segment can be one area of focus. conditioner. Garnier need to adopt different promotional mediums like internet. 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. and face wash etc. Introduce herbal product lines as the customer is getting more inclined towards herbal products. hair color. It is still considered as a product for youth so it needs to target the people in the age group of 35 and above. • • • • • • • • 57 .

You use : a) Hair Care Products b) Skin Care Products c) Both ____ ____ ____ If your choose option (b) or option (a) then you are also required to fill question number 10. If Yes. Regularly_____ Rarely _____ If “No” go to question number 10. This is a survey regarding the product analysis of Garnier by L’Oreal.QUESTIONNAIRE Dear Respondent. You buy Garnier products: • • • Weekly Fortnightly Monthly 58 . 3.B or 10. You use Garnier products. so kindly furnish the correct information. RESPONDENT PROFILE Area of Residence: Age Gender : : Male____ Female____ c) 25000-50000 d) Above 50000 Your monthly household income: a) Below 10000 b) 10000-25000 1.C respectively. The information given will only be utilized for the research purpose only and not any other purpose. Sometimes____ Never ____ 2.

• Once in 3 months 4. Not available in your area. What product(s) of Garnier you purchase? • • • • • • • • • • • • • • Shampoos & Conditioners Face wash Acne Removal Ointments Serum Gel Mousse Hair Colors Anti ageing Cream Fairness Cream Anti Wrinkle Cream Moisturizer Body Lotion Anti Dark Circle Cream Any Other___________________ 5. Selective stores. 59 . The variant of Garnier that you use is available at: • • • Every store.

Your purpose for purchasing Garnier products is for: • • • Cosmetics Use ____ Medical Use ____ Both ____ 60 . The price you pay for the Garnier products is: • • • • Highly overpriced Slightly overpriced Perfectly priced Under priced 7. How do you find Garnier products? • • • Highly satisfactory Satisfactory Not satisfactory.6. 9. How did you get to know about Garnier products? • • • • • TV Newspaper/Magazines Word of Mouth Internet Any Other___________ 8.

B Alternate brand you prefer for hair care.10. 10. a) Panteen b) Sunsilk c) Fiama Di Wills d) Head &Shoulders e) Dove f) Clinic All Clear g) Others (Please specify) __________ 10.A You do not use Garnier because of: a) Price b) Effectiveness d) Availability reason__________ c) Happy with current brand f) Any other e) Unaware of the product 10. If No. a) Ponds b) Lakme c) Nivea e) Himalaya f) Fair&Lovely g) Ayur d) Dove h) Others ___________ 61 .C Alternate brand you prefer for skin care.

managementparadise.hindubusinessline.com 7.com 2.google. www.com 3. www.com 6. www.garnier.com 62 .com 5.L’Oreal. www. www.equitymasters.com 4. www.References 1.scribd. www.

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