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

Within Garnier. 5 . we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. Also we have captured the market capabilities of Garnier hair care shampoos and conditioners. We have also focused on the current leading competitors of L’Oreal-Garnier and conducted a brief study on their marketing strategies. We have essentially focused on shampoos and conditioners.GARNIER.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 stressed on the four P’s of marketing in relation to this product and the marketing strategies that have been adopted by L’Oreal. • • We have researched on the brand perception of the product by the customers and customer loyalty towards the product. • Our research has been aimed at understanding the market share of Garnier within the L’Oreal brand and among other brands. • • 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. essentially Garnier from time to time.

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

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

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

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

10 . the company offers to its customers. anti-acne ointments.spite of the presence of Garnier's Ultra Doux shampoo and hair conditioner. To guarantee complete satisfaction to its customers. Evaluated by experts and consumers before being put on the market. hair care and skin care that bring you natural beauty. to gels. 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. hair color and skin care. Garnier has very effectively designed its promotional strategies by adapting to the changing customer demand. It has penetrated firmly in the Indian market both in skin care as well as hair care products covering a wide range from shampoos. For the natural beauty of hair and skin. The brand positioned as a Unisex brand mainly used its international campaigns in India to appeal to the Indian consumer. providing advice and routines adapted to their personal needs. Garnier products give immediate and visible results. Garnier concentrated on the Natural Hair care market with the main USP of strong hair. more than simple products. serums. hair mousse. To be sure Garnier products guarantee maximum effectiveness in total harmony with the customer’s body. Garnier seeks to continually improve product performance by addressing their customer’s specific needs using the company’s long expertise in hair care. the company rigorously lab-tests all its new product propositions. conditioners. COMPANY REVIEWGarnier offers a vast range of hair color. 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. 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. anti-wrinkle creams etc.

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

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

Today HLL has a 63 % market share in the shampoo market. the company re-launched Clinic and Sunsilk brands. 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) . Clinic Plus and Clinic All Clear put together have a market share of about 70 % While toilet soaps have reached saturation. Clinic. In 1998.• • 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. Shampoo market. Sunsilk was re-launched with Fruitamins. there is immense potential for penetration of shampoos into Indian households. There were 2 variants regular and menthol • • • • • • • • Sachet sale became 40 % of all shampoo consumption in the country. 350 Cr.a unique anti-microbial agent. Shampoo penetration is expected to grow from 314 thousand households in 1998-99. According to NCAER. In South India. Organics and Lux and their various brand extensions dominate the shampoo market. CURRENT SCENARIO OF SHAMPOO MARKET 13 . • • • In mid 1997. The brand name also had low price connotations. per capita consumption of Shampoo increased Of the Rs. to 506 per thousand households in 2008-09.

Head and Shoulders and Dabur Vatika as the best performing brands. Most consumers use shampoo only once or twice in a week. the upper middle class. 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. it is 10%. The premium products in the shampoo market include Shehnaz Hussain. our research shows the following facts: • The frequency of shampoo usage is very low. Further. Sunsilk and Chik while in Herbal shampoo range. Use of conditioners is not common. parties etc. The anti-dandruff shampoos include Clinic All Clear.Shampoos are a significant segment of the hair care industry and they mainly cater to the middle class. There are broadly three basic segments in the shampoo market in India. • • • Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. In many cases. It is restricted to the super premium segment or those who are very involved with their hair care. These are: • • • Cosmetics Anti-Dandruff Herbal The top three brands in the Normal shampoo range are Clinic Plus. On the basis of the research conducted by us. 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. 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. teenagers and now the upper class rural consumers. 14 . the top three brands are Ayush. these products are used on special occasions such as weddings. Dabur Vatika and Nyle. L’Oreal and Revlon Flex as the ruling brands in the market. Some consumers use natural conditioning agents such as henna.

this particular market segment is also improving at a fast pace. • • • • • • • 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. With changing times. Brand loyalties in shampoo are not very strong. 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. giving softness and bounce to hair. In Contrast. Southern market is predominantly a sachet market. Hair tends to collect more dust due to dusty environment and oiling habits. About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair. Consumers frequently look for a change. 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. • • Consumers attribute lathering to the act of cleaning. 15 . especially online marketing. Major expectations from the product are improvement in texture and manageability. 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. shampoo bottles are more popular in the Northern markets. particularly in fragrance. In the North. curing and avoiding damage to the hair. About 50 % of the shampoo bottles are sold in the Northern region alone.• • • About 50% of consumers use ordinary toilet soaps to wash their hair. local brands such as Ayur have strong equities and these products being low priced dilute sachet’s USP of low price.

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

customer satisfaction surveys are also carried out. Stages of research. Garnier uses methodologies recognized by the international scientific community as part of its products' development process which assess their safety and effectiveness. 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. • • • STAGE II: Independent clinical studies to assess the effectiveness and safety of our products.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. STUDY OF 4 P’S OF GARNIER 17 . 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. 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. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks. STAGE IV: Once products are launched. Their discoveries are frequently published in leading scientific journals and have resulted in several patents.

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. Gentle enough for everyday use. up to 5x smoother and so much shiner. it nourishes. The result: Great-looking hair that is anything but ordinary. • Garnier Fructis Color Shield 18 . strengthens and smoothes each hair strand. keeping it balanced and healthy-looking. fructose and glucose. Hair is up to 5x stronger.

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

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

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

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

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

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

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

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

L’Oreal Group and Godrej Consumer Products Ltd are the two big giants in this category. 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 5.5% and 3. 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.Let's look at the top players in the Hair Dyes category. Figure 3 Moving on to the Top Brands in this category-it's once again flooded by L'Oreal Group & 30 .8% shares of advertising respectively.

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

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

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

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

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

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

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

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. 38 . In past 100 years that it has expanded. L’Oreal’s success in the cosmetic industry is due not only to their high quality. 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. all the different middlemen a company use to get the product out to the customer. This includes decisions about where to sell the product or concerns about where the customers are. The corporation has made sure that all their employees have opportunities to develop themselves both personally and professionally.000 stores in more than 50 countries. backgrounds and religions across nearly 60 countries.meaning. To make its presence feel in different parts of the world L’Oreal has acquired many different companies like “The Body Shop International plc”. L’Oreal runs a massive worldwide operation employing nearly 62.PLACE To run a company in profit the place factor out of the 4p’s of marketing mix plays a very crucial role. 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. 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). and how to get to them. 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. With over a century of experience in the cosmetics industry. It also includes the "channel of distribution" .000 men and women of various races. L’Oreal has established 19 global brands and produces them in 40 factories across the world. which has over 2. known as The Body Shop.

Although L’Oréal’s professional products division represents only 17 per cent of total revenues. 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. L’Oréal India’s country manager. SWOT ANALYSIS OF GARNIER PRODUCTS 39 . 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. where it is No 2 behind Unilever. “ultra doux” etc is available in both organised and unorganized retail shops in India. stimulate it. 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. “We have created a profession and a market. hair color was the Paris-based group’s genesis and remains the creative heart of the business. “If you train people they will use your products. Over the past decade the company has trained more than 30. Garnier products are easily available for sale on many websites in India.” Its sales in India. they are about €100 million (£71 million). 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. And it has helped to establish about 300 salons in the past five years.” Didier Villanueva.000 hairdressers in India in the use of its products. said. This year. are growing at 35 per cent a year. The theory is simple: If there is no natural demand for your goods. In Indian market the hair care products of garnier like “garnier fructis”.

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

43% are working and the remaining 57% are not working and are mostly students. 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.

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. only 30% of them don’t use any of the Garnier products. This indicates that the brand is popular amongst the working people. be it in skin care or hair care. the remaining 70% of the working respondents use Garnier products. 42 .GARNIER USAGE AMONG WORKING RESPONDENTS Figure 6 Out of the total 43 working respondents surveyed. The respondents so surveyed were well aware about the brand and were also aware about almost all the product lines being offered by Garnier.

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. 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. 43 . the brand has a good popularity. This again indicates that the brand is popular among even the non working respondents who are majorly students in our survey.GARNIER USAGE AMONG NON WORKING RESPONDENTS Figure 7 Out of the 57 non working respondents surveyed. The inference that can be drawn from the above two pie charts is that irrespective of whether the consumers are working or are students.

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. 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. 44 .PREFERENCE FOR SKIN CARE OR HAIR CARE AMONG WORKING RESPONDENTS Figure 8 Out of the 43 people who are working.

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. 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.PREFERENCE OF SKIN CARE OR HAIR CARE PRODUCTS AMONG NON WORKING RESPONDENTS Figure 9 Out of the 57 non working respondents. 25% use only Garnier hair care products. 45 . Out of these 36 respondents.

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

majority of respondents are frequent users of Garnier products. about 6% purchase the products weekly. This indicates that the buying pattern of customers is more or less the same irrespective of their occupation. Figure 11 47 . USAGE FREQUENCY AMONG NON WORKING RESPONDENTS Out of the 36 respondents who use Garner products. 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. The result of this data is very much similar to that of the working respondents. only 3% purchase the products fortnightly.

AVAILABILITY OF GARNIER PRODUCTS Figure 12 48 .

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. 16 respondents feel that the products are readily available at all stores. PRICE OF GARNIER PRODUCTS 49 . Hence there is not much easy accessibility to Garnier products in general be it skin care or hair care. 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.

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. 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.Figure 13 The graph states that out of 29 working respondents. SATISFACTON LEVEL 50 . 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. In case of the 36 non working respondents. This means that Garnier does not have a prime aim to offer the products at reasonable or affordable prices for all segments of consumers. 20 feel that Garnier products are slightly overpriced while 15 feel that the products are perfectly priced.

51 . While out of the 36 no working respondents 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. 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. 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. Only 1 person out of the non working respondents found the products below satisfaction levels.

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

Hair Color by 20 people. Acne Removal Cream by 8 people. 77 answered that they use Garnier products.PRODUCTS USAGE Figure 16 Out of the 100 people surveyed. Fairness Cream by 23 people. Anti-Ageing Cream by 3 people. Facewash by 39 people. The chart above depicts the usage of different products by these 77 people. 53 . Anti Wrinkle Cream by 2 people. Shampoo & conditioner is used by 57 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.

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

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

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. the investigation perspectives have been thrown.  84% of the total non working respondents use Garnier product. Following are the few key findings of the study:  70% of the total working respondents use Garnier products. 25% only hair care and 28% skin care products. 18% find Garnier products ineffective and 14% people find the price of the products a major concern.  Shampoos & Conditioner are the most popular Garnier products. As the study has been conducted.  82% of the Garnier users are satisfied with the products.  In non working respondents 47% uses both skin and hair care products by Garnier.  Among the non users of the Garnier products 64% are happy with their current brand. 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. The research conducted was also helpful in identifying the frequency of purchase and usage of the Garnier products. 56 .  Only 40% of the users said that garnier products are available at every store. putting aside the motives outside India.  TV is the most popular source of information and awareness regarding Garnier products. whereas 18% uses only hair care products by Garnier and 4% only skin care products. conditioning the specified motives of Indian people. in the context of Indian customers (where interviewed customers are from Noida and Greater Noida).  78% of the working respondents users use both hair and skin care products.

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. Introduce herbal product lines as the customer is getting more inclined towards herbal products. product binding schemes and even surrogative marketing. As boys are also becoming looks conscious so the male beauty segment can be one area of focus. conditioner. It is still considered as a product for youth so it needs to target the people in the age group of 35 and above. 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. • • • • • • • • 57 . Garnier need to adopt different promotional mediums like internet. magazines. and face wash etc. Improve upon online sales service in tier 1 and tier 2 cities taking the time constraint of the customers in the picture.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. hair color.

so kindly furnish the correct information. This is a survey regarding the product analysis of Garnier by L’Oreal.QUESTIONNAIRE Dear Respondent. 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.B or 10. You buy Garnier products: • • • Weekly Fortnightly Monthly 58 . Regularly_____ Rarely _____ If “No” go to question number 10. Sometimes____ Never ____ 2. 3. If Yes. The information given will only be utilized for the research purpose only and not any other purpose. You use Garnier products.C respectively. 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.

Not available in your area. Selective stores. 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. The variant of Garnier that you use is available at: • • • Every store.• Once in 3 months 4. 59 .

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

10.B Alternate brand you prefer for hair care.C Alternate brand you prefer for skin care. a) Ponds b) Lakme c) Nivea e) Himalaya f) Fair&Lovely g) Ayur d) Dove h) Others ___________ 61 . If No. 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. 10.

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

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