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Submitted to Mr. Girish Taneja
submitted by Manjit Paul Reg.no:10902965 Roll. no.: a23
Hair color Hair color
Garnier Pure Garnier sells an array of products ranging from styling products to Shampoos Garnier sells an array of products ranging from styling Hair care products to shampoos and conditioners. The Garnier Pure products currently
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conditioners. The INCLUDEPICTURE "http://en.wikipedia.org/skins-1.5/com Garnier sells an products currently array of and Shine Sleek products INCLUDEPICTURE "http://upload.wikimedia.org/wikipedia/commons/thumb/0/05/Garnier_Pure.jp sold by Garnier are: Garnier Pure ranging from styling shampoo and cream products to conditioner INCLUDEPICTURE "http://en.wikipedia.org/skins-1.5/common/images/magnify-clip.png" \* MER Sleek and Shine Garnier sells an shampoos and shampoo and cream array of products conditioners. The Body and Volume conditioner Garnier Pure ranging from styling products currently shampoo and cream products to sold by Garnier are: conditioner Garnier Body and Volume sells an array shampoos and shampoo and of products ranging cream conditioners. The Sleek and shampoo Normal Shine conditioner from styling products products currently shampoo and cream and conditioner to shampoos and Garnier is a worldwide company affiliated with 29 Normal and sold by Garnier are: conditioner 2-1 Normal shampoo otherconditioners. The brands owned by L'Oreal. As of 2009, Garnier shampoo/conditione products and conditioner and currently Sleek and Shineon helping r and Volume Body has sold by product 2-1 Normal three Garnier are: lines concentrating shampoo and cream shampoo and cream shampoo/conditione consumers with personal appearance. Garnier offers Damaged conditioner conditioner Dry or Sleek and Shine r shampoo and cream skincare, haircream hair color and styling products, shampoo and care, Body and Volume Normal shampoo conditioner conditioner which are distributed in 16 countries. The first and conditioner and Dry or Damaged shampoo and cream shampoo and cream conditioner Garnier product was made by Alfred Garnier in 2-1 Normal Shine 1904, Sleek and conditioner Body and Volume shampoo/conditione anti-frizz serum shampoo and cream a hair tonic. The full company name, Laboratories Normal shampoo r conditioner Sleek and Shine originated in the 1920s as a producer of Garnier, and conditioner and Sleek and Shine anti-frizz serum 2-1 Normal ingredients. or conditioner Dry Damaged deep haircare products made with organic Normal shampoo and shampoo/conditione shampoo and cream conditioner and 2-1 Garnier Sleek and Shine continues that mission today, as all of its r conditioner Anti-Dandruff Normal deep products are made with natural ingredients. The conditioner shampoo and 2-1 shampoo/conditioner Dry or Damaged Sleek and Shine Anti-Dandruff L'Oreal Anti-Dandruff Group has owned Garnier since 1965. anti-frizz serum shampoo and cream shampoo and shampoo and Dry or Damaged 2-1 Besides introducing Alfred Garnier's hair tonic in conditioner conditioner shampoo and cream Anti-Dandruff 1904, when people still used soap on their hair,Sleek and Shine shampoo and conditioner Sleek and Shine deep conditionerand Fine shampoo Garnier has been the first toanti-frizz serumsun-care itemsconditioner produce conditioner cream Sleek and Shine anti(in 1936) and the first to make a permanent home Anti-Dandruff frizz Fine shampoo and serum Sleek and Shine shampoo and 2-1 Hard Curl Gel hair color cream conditioner (in 1960). Today Garnier is the numberdeep conditioner Anti-Dandruff Sleek and Shine deep one brand in Europe using natural ingredients. shampoo and Soft Curl cream conditioner Hard Curl Gel Anti-Dandruff conditioner shampoo and 2-1 Length So Garnier is a mass market brand of L’Oreal that and Strength Anti-Dandruff Soft Curl cream Anti-Dandruff Fine shampoo and anti-split ends shampoo and care products, including the Fructis produces hair2-1 shampoo and cream conditioner treatment Anti-Dandruff Length and Strength conditioner line, as well as skin care products, notably the newer shampoo and anti-split ends Body and Volume conditioner Nutritionist line. One of theirFine shampoo and key proprietary Hard Curl Gel treatment root lifting treatment ingredients is andfruit concentrateconditioner all theirspray cream a cream used in Soft Curl Fine Body and Volume shampoo products.conditioner combination of fruit acids, vitamin cream root lifting treatment It is a Hard Curl Gel LengthHair Strength Surf and B3 and B6, fructose and glucose.Garnier offersanti-split ends a spray Hard Curl Gel vast range of hair color, hairSoft Curl and skin caretreatment deep care cream that Fortifying Surf Hair bringSoft Curl cream you natural beauty. For theand Strength beautyconditioner natural of Length Body and Volume Fortifying deep your hair and skin, we offer you more than simplelifting treatment anti-split ends root Fortifyingg deep conditioner Length and Strength treatment spray conditioner lotion anti-split ends treatment Fortifyingg deep Body and Volume Surf Hair Volume Body and lotion conditioner root lifting treatment shampoo and cream Body and Volume spray Fortifying deep conditioner root Body and Volumelifting treatment
Surf Hair Surf Hair Fortifying deep conditioner Fortifyingg deep lotion conditioner and routines
Sleek and Shine Fortifying deep leave-in conditioner conditioning cream
Sleek and Shine Fortifyingg deep leave-in lotion conditioner conditioning cream
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(Whitening/Brighten Garnier Pure Range Garnier Lift Range Garnier Fresh Range Garnier Lift Range ing) (For Oily/Blemished (Firming & Anti(For (Firming & AntiSkin) wrinkle) Normal/Combinatio Garnier Freshwrinkle) Range n Skin) (For Garnier Lift Range Garnier Light Range Garnier Normal/Combinatio Light Range (Firming & Anti(Whitening/Brighten Garnier Soft Range (Whitening/Brighteni n Skin) • Soft Curl cream wrinkle) ing) Dry/Sensitive (For ng) • Length and Strength anti-split ends treatment Skin) Garnier Soft Range Garnier Light Range Garnier Fresh Range • Body and Volume root lifting treatment spray Garnier (For Dry/Sensitive Fresh Range (Whitening/Brighten (For Garnier Nutritionist (For Skin) • Surf Hair ing) Normal/Combinatio Range (New) (For Normal/Combination n smoothening fine Skin) • Fortifying deep conditioner Skin) Garnier Nutritionist Garnier Fresh Range lines & boosting • Fortifying deep lotion conditioner Range (New) (For (For Garnier Soft Range skin radiance) smoothening Garnier Soft Range fine • Body and Volume shampoo and cream Normal/Combinatio (For Dry/Sensitive (For lines & boosting Dry/Sensitive n Skin) Skin) (gradual tan) Body conditioner Skin) skin radiance) • Sleek and Shine leave-in conditioning cream Garnier Soft Range Garnier Nutritionist BodyTonic (firming Garnier Body (gradual tan) Nutritionist (For Dry/Sensitive Range • Color treated shampoo and cream conditioner (New) (For lotion) Range (New) (For Skin) smoothening fine smoothening fine • Length and Strength shampoo and cream BodyTonic (firming lines & boosting BodyCocoon (body lines & boosting lotion) conditionerskin Garnier Nutritionist skin radiance) moisturiser) radiance) Range (New) (For conditioner. • Curl BodyCocoon (body and Shine shampoo and cream smoothening fine Body (gradual (foot FootCocoon tan) Body and tan) moisturiser) Curl (gradualShine leave-in lines & boosting . • conditioner moisturiser) skin radiance) BodyTonic (firming BodyTonic (firming FootCocoon (foot lotion) HandCocoon (hand Garnier also produces beauty products. The beauty moisturiser) lotion) Body (gradual tan) products are branded under the name Garniermoisturiser)(body Skin BodyCocoon BodyCocoon (body HandCocoon (hand BodyTonic (firming Naturals due to their natural components. These moisturiser) BodyRepair moisturiser) moisturiser) lotion) (intensive body include: FootCocoon (foot moisturiser) BodyRepair FootCocoon (foot BodyCocoon (body moisturiser) moisturiser) (intensive body • Garnier Pure Range (For Oily/Blemished Skin) moisturiser) Garnier Skin moisturiser) HandCocoon (hand • Garnier Lift Range (Firming & Anti-wrinkle) Naturals HandCocoon (hand FootCocoon (foot moisturiser) 12hour summerface • Garnier Garnier Skin moisturiser) Light Range (Whitening/Brightening) moisturiser) Moisturising Cream Naturals • Garnier Fresh Range (For Normal/Combination BodyRepair Look Sun Kissed BodyRepair summerface 12hour HandCocoon (hand (intensive body (intensive MoisturisingSkin) body Cream moisturiser) moisturiser) moisturiser) Soft Range (For Dry/Sensitive Skin)Garnier MEN Sun Kissed Look • Garnier Power Light 'India BodyRepair Garnier Skin the will pioneer • Garnier Nutritionist Range (New) (For Garnier MENGarnier Skin Naturals (intensive body Naturals of this new launch summerface 12hour Power Lightsmoothening fine lines & boosting skin radiance) 12hour 'India moisturiser) summerface brand worldwide ' Moisturising Cream will pioneer Body (gradual tan) • the Moisturising Cream launch of thisSun Kissed Look new Garnier Skin Sun Kissed Look er • Body Tonic (firming lotion) brand worldwide ' Naturals Garnier MEN • Body Cocoon (body moisturiser) summerface 12hour Garnier MEN Power Light 'India er Moisturising Power Light 'India • Foot Cocoon (foot moisturiser) Cream will pioneer the Sun Kissed Look will pioneer the launch Cocoon (hand moisturiser) • Handof this new launch of this new brand worldwide ' Garnier MEN brand worldwide ' Power Light 'India er will pioneer the er launch of this new brand worldwide '
Body Repair (intensive body moisturiser) Garnier Skin Naturals summer face 12hour Moisturizing Cream Sun Kissed Look Garnier MEN - Power Light 'India will pioneer the launch of this new brand worldwide '
To guarantee you complete satisfaction, Garnier seeks to continually improve product performance by addressing your specific needs using our long expertise in hair care, hair color and skin care. Garnier products guarantee maximum effectiveness in total harmony with your body, it rigorously do labtest all our new product propositions. Evaluated by experts and consumers before being put on the market, garnier products give you immediate and visible results.
want to make each and every product which makes people to take care of their selves, feel confident.” Company’s goal is to make each and every product which strengthen the beauty of person and make them careful about them. That is why it has entered in many product lines whether it is garnier shampoo, garnier beauty cream, curl gel, body cocoon etc. To meet its mission, company has launched 29 different products and now it starts with the
promotion of its new product that is “garnier antiseptic cream”.
As the winter season has started so main objective to market antiseptic cream of garnier is to aware people about the their skin problem that occur in winters like dry perched skin of body mainly face hands and even on cracks in feet then garnier is helpful also. These problems have very high rate in winters than any other fairness cream because in winters, people’s main interest is to maintain their skin soft rather then move more about fairness.
Industry analysis: Antiseptic industry mainly grows with the launch of boroline in 1922 when the British were ruling on us. From that time it was a very popular cream than now. Then boroplus cream launched but due to its sticky nature after that borosoft launched in 1996.it is a very popular cream due to its non stick characterstics.when we consider about antiseptic creams then only boro creams comes in our mind which are fully functional –with low cosmetic and asprational appeal amongst the users. North and east India were major primary markets for antiseptic creams at least 75% sales come out from them.anticeptics were charged low and middle sized and lower class people are its major buyers.
Major competitors of it are boro soft, ponds nonsticky cold cream. • Boro soft boro soft has made a remarkable success from 1996 when it was launch till now. Today it is the 3rd largest brand in category of antiseptic creams with a market share of 19%and it is enjoying 93% band awareness. Its premium imagery has made it possible to extend into equity into other skin care products like borosoft dry skin soap and borosoft thick lotion for dry skin. Age group: 18-35 Market segment: lower class, middle class and upper middle class. • Ponds Pond's moisturizer Cream was invented in the United States as a medicine by scientist Theron T. Pond in 1846. Mr. Pond extracted a healing tea from witch hazel, with which he discovered he could heal small cuts and other ailments. Soon after, the product would be known as Pond's Extract. Pond's Company was merged in 1955 with chesebrough.Manufacturing Company, which had a good percentage of brands in the facial care field in 1987, the Chesebrough Manufacturing Company by most known as "Chesebrough-Ponds", was acquired
by Anglo-Dutch company Unilever, giving "Pond's Creams" a more international reach. Actually Ponds was a moisturizer but funny fact about it is that people considered it as antiseptic cream in winter season. So considering it as cold cream which indirectly satisfy most of needs that today’s consumer satisfy from other antiseptic creams like boro soft charmis etc. as ponds is cold cream so it transfers dry skin to soft one that people are demanding from antiseptic cream. Age group: ladies above 20 years. Target segment: upper middle class and higher class people. Customer profile Our customers are mainly people between the teenage and to matured persons i.e. between 1545.but hilarious facts about it is this if you said that your cream is antiseptic then it will be mostly used by every age group. SWOT analysis Swot analysis describes strength, weakness, opportunities and threats garnier antiseptic cream which are as follow: Strengths
1. Garnier is already successful in its other skin care prodects.there are higher chances of its success. 2. Reliable and extremely knowledgeable scientist in making of antiseptic cream. 3. Reliable product and product support. Weakness 1. Launching antiseptic cream with point of difference of aloe Vera and some other natural ingredients only is very risky. So there is need for the addition of some other competitive advantage. Opportunities 1. As winters are coming so this is a good tim to launch such a product. 2. Excellent product for adding in the product line of existing skin care products. Threats 1. we are targeting upper middle class and upper class people, but there also positioning ponds is strong from many years that its is very risky and even borosoft whether it is made for lower class and upper class people but still it used by all segments due to brand loyalty maintained by company.
2. Great threats of loss also as winters are entered already, so we have very less time to work on this project and make it successful.
Target market strategy As we discussed already that there are mainly two threats. • First is existing many other companies’ small and big selling antiseptic creams. • the second threat is that winters are already enter and we have less time, so we need to create brand awareness and loyalty towards our product that it will be available at every outlet. So we segment our product according to following attributes as follows:
Age: 15-45 Family size: from every family size. Gender: female Income: upper middle class (Rs 120,000-160,000 p.a)
and high (above Rs. 160,000 p.a.). Occupation: self employed (professional, clerical/salesperson, supervisory levels, officers/junior executives, middle/senior executives).
Education: graduate/postgraduate (general/professional) Psychographic
Lifestyle: culture oriented and outdoor oriented Personality: ambitious Within the demographic profile
three main mindsets of probable buyers could be identified. Early Adopters - those who are interested in the new kind of product as this product is made up of only natural ingredients, so people who have craze for such kind of products will be attracted to our product more than any other. Beauty conscious- Those who are recognizing the impact of chemicals and would like to replace it with natural products will like to buy our product. Behavioral Occasions: regular Benefits: quality and reasonable price Usage rate: heavy Attitude towards product: enthusiastic Targeting We are mainly targeting metro cities which are delhi and Mumbai and the people from upper class and upper middle class which are ambitious.
An antiseptic cream which makes your skin glowing in winters, it is helpful for applying on cuts, wound, perched area of skin. It is made up of natural ingredients, less use of chemicals as compare to others. This is our main competitive advantage as well as POD.
Objectives are important to clarify and set an objective set of targets that ought to be achieved by the planned actions. Objectives exist on three levels; • Corporate, • marketing and • Communication. Corporate objective can be summarized as shareholder wealth maximization and is ultimately achieved through higher profits and increased sales. Marketing objectives are the successful introduction of a Marketing communication activities are a vital part in achieving the above two and have to be Coordinated with all other company activities (production, sales, purchasing). - Strengthening the relationship with the garnier brand. - adding more products to its cosmetic product line - To diversify its business. - The target market should be reached as fully as possible - Customer and Consumers have to be made aware of a new product and its brand name. creative Strategy Garnier is offering antiseptic cream which no any other competitors are offering. Our product is made up of natural ingredients with negligible use of chemicals. Communications Mix
There are various communication methods. but here two important factors have to be considered when selecting the communication for the garnier antiseptic which are as • The type of product (high involvement) and • its stage in the product life cycle (introduction). These two factors influence the consumer/customer buying behavior and therefore the mix has to be adjusted to fit these conditions. Public relations Public relations can be defined as “The development and maintenance of good relationships with different public groups”. Public relations are useful because they enjoy a high credibility at a low cost, but the exact message cannot be controlled. This communication form will be of major importance for the garneir antiseptic campaign as many buyers draw their information from the media. As we are using media such as tv channels newspapers and magazines so we need to show our good impact on reporters or generalist. so here public relation department’s involvement should be high.
Garnier is an antiseptic cream made up of whose main pod is its ingredients. We need to use such ingredients
which have not any harmful effect at all. So we are using glycerin, neem, banana, aloe Vera and some other natural ingredients.
Glycerin: As all are making skins softer. Glycerin is always known for making skin soft Aloe Vera: is considered as a heeling element the two are main ingredients of our product, one thing also to be noticed that we will use less no. of chemicals as possible. Banana: makes skin glowing By using this product you will always have soft and glowing skin in winters. Price
Price of garnier is reasonable according to needs and buying capacity of target market we also price it according to competitors’ pricing strategy. We will charge little more price than competitors as according to our brand image. As price of 20gm pack of borosoft is Rs.7. so will charge our price according to it. We are proving our product in three packs. 1. 20 gm pack of Rs.10. 2. 50 gm pack of Rs. 30 3. 100gm pack of Rs 70.
Garnier’s headquarter is situated in Paris as it is a multinational company .However home office location has little to do with the actual distribution of garnier antiseptic. Garnier will use following distribution channel. • 0 level distribution channel: in this there are manufacturer and consumer. • 1 level distribution channel: in this there are manufacturer, retailer and consumer. • 2 level distribution channel: in this there are manufacturer, wholesaler, retailer, and consumer.
Our product is available at every retail shop, malls and in every cosmetic shop. It is also available online on our website www.garnier.com ,u can also buy it from there. Company is also providing query center where customer can share their problems with our specialist and they will tell them the benefits of product and handle their queries about their skin problem it another benefit which no any competitor is providing.
As the image of our product is branded so place where we are launching our product is metro cities which are Delhi and Mumbai. As we are making its image as superior than competitors and having little bit more price than competitors. So we will first launch it on place where people can afford it easily and have trust on brand more and the loyal customers of brand are more. We know that in metro cities ladies use branded product more and garnier products are considered as branded one, and loyal customers of garnier are more in metro cities than in any other area. This is beneficial for us to launch it in metro cities first and then on all India level. We also use direct marketing concept because our product is new and there are more range of internet users and other main reason is that more no. of people have shortage of time and they want everything in less time so we are using the concept of direct marketing where people can directly buy our product online without any middle man. Advertising it is a paid form of non-personal mass communication from an identified sponsor, should be the major communication mix ingredient for this campaign. Advertising is controllable, but expensive esp. TV. Advertising can be used to increase awareness, create interest and inform about garnier
antiseptic cream. Customers or consumer are reached by placing adverts in their target media. It needs lot of advertisements should be aired on tv channels mainly ‘saas bahu’ soaps because our target segment watch that kind of shows a lot. It should be advertised in magazines related to women and newspapers a lot. This requires a huge investment of money. We need to focus more on our natural ingredients that are our competitive advantage as well as point of difference. So we are advertising it on star plus, zee TV and colors channel. We will advertise it more and place it in stories through famina, meri saheli magazine. Celebrity endorsements: as women are more influenced by celebrities mainly heroine they want to imitate them. So keeping this point in mind we are hiring amrita rao to aware people about our cream.
Implementation and control
Good marketer wants insight to help them interpret past performance as well as plan future activities. They need timely, accurate and actionable information about consumer’s competition and their brands .they also need to make the best possible tactical decisions in the long run. Discovering a consumer insight and understanding its marketing implication can often lead to a successful product launch or spur the growth of the brand. Garnier is doing extensive marketing research to understand consumer’s preferences and also the competitor’s strategies. It has a separate R&D department which conducts online as well as offline surveys to know what consumers think about its offerings and what their feedbacks are.
It also hires outer research agencies to know the reaction of people outside and also collect information from retailer about the product.
ORGANIZATIONAL STRUCTURE AND PLAN As well established company garnier currently has many members on its staffs. As this section matures into a stable and profitable organization the need for employees will grow. The first foreseeable employee need is in the area of sales. The plan is to hire salespersons in early 2010 to continue consulting and doing meeting with them on a regular basis, while at the same time ensuring a steady supply of for continued development efforts. To obtain the financial flexibility needed to manage its cash flow successfully the company has made contractors a significant component of its workforce. It is also trying to Make its distribution structure stronger and try to make good relation with its marketing department, senior management and other departments according to internal marketing concept of holistic marketing. FINANCIAL PROJECTION Company is in very good position now as in 2005, the
company’s revenues increased by nearly 6.5% to US $18.1 billion, reflecting like-for-like growth of 4.8%. Total assets of the company have increased from US$11.9 billion in 2000 to US$25.4 billion in 2004. Revenues are expected to increase to US$18.7 billion by 2006 and to US$22.4 billion by 2009. So company can use its profit efficiently in building new product which is in introduction stage and it can use its money efficiently by good management so the financial objective is to
be financially solvent within the first two years of operation. The various expenditure on various operational activities are as follow-
Various expenses Online advertising Direct Mail news Letter TV short Print Outdoor celebrity Endorsement Sales Promotion Other(Promotions Sales Promotion Personal Dealer activity absorbed in Overheads Testing end of campaign Evaluation)
Cost (in Rs.) 1, 000, 00,000 500, 000, 00
3, 000,000,00 3, 000, 000, 00 1, 000,000,00 2, 000,000,00 4, 000,000,00
First year total: Rs 6, 000, 000, 00, Second year total: Rs 3, 000, 000, 00. Total: 9 billion. However I would recommend reallocating the budget. That way the launch period communications can be intensified. As in two years we will se the growth of product that whether it will grow in future or we need to stop its production and selling.
Sales of Rs 7billion by the end of 2010, sales of 15 Rs million by the year 2011. Its other objective is to make
stronger image in the minds of customer about garnier product in antiseptic sector.
The recommended marketing and communications strategy that makes use of advertising, PR, new media and direct mail. Direct marketing will be provided by the existing network of local dealers. Advertising will use TV, Print and outdoor media to initiate purchases. The Internet will play an important role for both advertising and direct mail, using a modern medium to underline the advanced character of antiseptic cream. However that this plan so far is only a model/ plan, and not definitive, it can and is likely to change esp. if pre or post-testing give negative results. Before realizing the proposed action a long planning period with frequent meetings of all parties is necessary to ensure the integrity and unanimous messages of the campaign.
Bibliography & References
http://en.wikipedia.org/wiki/Garnier http://www.ehow.com/about_5130307_garnier. htm Financial Times 2008 – 2009. Various issues. http://www.thehindubusinessline.com/iw /2005/03/06/stories/2005030600320900. htm Marketing management: Philip kotler
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