Central Trade Bench Activation Potential

Indian Behaviour Idea engagement marking Calendar Tie-ups

Problems on which our solutions are based. Other Problems/Habits Normal Observations
We had done an extensive telephonic interview with a focus group of 100 people from different geographies, age group and ethnicities. And the insights from same are mentioned below.
How people buy across different trade channels?
60% respondents view the instructions 75% respondents are not sure of 90% respondents are unaware if the
part of their products for price, difference between dry and wet waste products they use have recyclable General Trade Twice a month
ingredients and steps of usage. and where to dispose it. packaging or not due to lack of clear
demarcation. Goes to regular
Product Already Decided
82% respondents do not segregate the retail Store
waste at their home, leading to mixing of
wet and dry waste.
Buys the product and Might change decision
90% respondents are willing to shift to a 75% respondents either do not know the leaves. But remembers based on retailer’s
brand which has its ingredients sourced right way to dispose off plastic or they do retailer’s suggestion suggestion
from natural sources. not have the facility at their place.
Modern Trade Once a month
Effectiveness of the brand over-rides the People with access to recycling machine
aspect of sustainability for 70% said that the machine is next to the Has a choice in Mind but
dustbin, so there is no difference. There Goes to regular
respondents. Super Market
still compares products
is no incentive and most of times, the from nearby shelves
93% respondents have recently machine is closed.
cultivated the habit of using a cloth bag
Buys the product. May
instead of plastic bag. Packaging attracts them.
make impulse purchase
at the counter or from Tries new product with
70% respondents only remember the smaller packs.
nearby rack
Mumbai beach cleaning activity as a But still 71% of them sometime forget to
initiative towards environment. That is carry their cloth bags, as it is Only 10% people are actually advocates
due to a lot of celebrity inclusion and inconvenient to carry an empty bag to a of their environment conscious habits. E-Trade 5-times a month
constant social media posts and store and it hasn’t been a part of their They do not ask others around them to
engagement. routine. follow it. Searches online based on
Already knows
need or directly visits the
what to buy
site used previously

Awareness Interest Desire Action

A Look into the future Instagram Marketing Garnier Sustainables Green card Gets same the Gets suggestion. Sees it by
Color code on bottles Influencer Endorsement Green Kit Hamper Vending Machine product can’t compare properly
delivered again. (except reviews).
Online comparison on website Regional content Part of Green Tribe Garnier Leaflet
 Indian Bench Activation Potential
Behaviour Central Idea Trade engagement marking Calendar Tie-ups

0-6 Months Throughout the period 12-18 Months Bolded Text – Explanation to be given in further boxes

Product Innovation under

Recycling Vending Machine
Bottle and Plastic recycling Vending
machines to be installed at various spots by
Garnier with its branding.
Green Card
A concept being introduced to offer a token
of appreciation to people contributing to
the vending machine.
GT and MT Involvement
Retailers from General Trade and Cashier
at checkout counter of Modern Trade
channel can be used to their best capacity.
Garnier Sustainables (GS)
Website, selling sustainable items made
from recycled plastic, hosted by Garnier
along with its partners/tie-up companies.
GS
Products by Garnier: Reusable straws, Cups,
Bottles, Cloth Bags, etc.

To be installed at a distance of 2-3 km in city
(Hotspots) and 8-10 km in outskirts.
Starting from Urban areas & then moving to
semi-urban & rural areas in later phase of
the campaign.
The machine will have 3 slots – Plastic bottle
Disposal, Other plastic waste disposal &
Card scanning slot.
As people will deposit their waste here,
they can scan their Green card to avail the
Points & use it to buy from Garnier
Sustainables website.
Can be used to create a community or
merge this with Green Tribe.
Can be bought from any mode of trade –
General, Modern or E-Trade.
Store and redeem points earned from
Recycling plastic waste or Buying Garnier
products.
All the new Garnier products, will have a
scratch card, which will have points from
10-100.
People can avail these points by buying the
product and then scanning the QR code
behind the scratching area.
They can be asked to Introduce, Educate
and Sell our green card to their customers
at a cost of Rs.20.
They will be given 30% commission on each
card sold.
With every purchase of above Rs. 350, they
will provide the customers with our Green
Leaflets too.
Due to inconvenience of carrying an empty
cloth bag, we will introduce foldable cloth
One can use their green card ID, Create an bag that can fitted in a small cover, which
account & Buy items like reusable straws, can be used as a keychain from Garnier.
cloth bags, home décor, etc.
The site will have products by Garnier as
well as its partners.
Products by our partners
Special Garnier Green Kits can be bought
Home Décor Items, Stationary and
with every 5000x points. These kits will be a
Accessories, Light Fixtures, Décor Pieces.
combination of New Garnier products in
Plant pots, Apparel, And many more…
small packs & products from sustainable
segment.

Garnier Leaflet Color Code for waste disposal

The Leaflet will be biodegradable as each These Leaflets (1 per order) will be sent out
Garnier Leaflet will have through E-trade channel with every To be done during the 2 The same will latter be
leaflet will contain a seed. So people can Garnier products will have a small
information about our motive purchase by a customer over the amount of biggest upcoming sales – followed by each possible
plant the leaflet and even throwing it won’t mark at the back of its each pack
and activities done by Garnier Rs. 500. This can be done across all sites and Great Indian Festival, Big brand leading to better
affect the environment. There will be with colour of the dustbin in which
towards a healthier planet. later the distribution can be confined to Billion Days. clarity between wet and dry
different leaflets for various plants. is should be disposed off.
cosmetic products only. waste and its segregation.
 Indian Central Trade Bench Activation
Behaviour Idea engagement
Potential Tie-ups
marking Calendar

Activation Potential Tie-ups

Calendar
0-6 Months 6-12 Months 12-18 Months A Writeup for trends Marketing Mantra

Vending Machines,
See your future, Green Help Garnier KEEP
Campaign Card, Leaflet, Garnier New Introductions, Green Kit, Beyond the walls of Bins, life is
Colour Coding
Sustainables defined. YOUR SKIN AND EARTH
I think of Green when I'm in an HEALTHY
Earth state of mind. And many more.
Product Placement (OTT), Single use plastic for years can
Green Card Benefits, No
BTS Shots, Usability, User Reviews, Results of
Content use of Virgin Plastic, be traced #Trashtags
“Did you Know posts” Initiatives, Future expansion
Plantations Disposing your waste shouldn’t
announcements KPIs
be a matter of haste
Steer clear with Garnier coz #HealthySkinHealthierPlanet
IG, FB- Reels, AdSense, Tie-Ups of that is true #IAmAnAGrader
Newspaper, Magazines,
Platforms Offline Retail, Communal
IG Reels, YouTube
Collaborated Brands, Offline To give you a clue – Tins go in #NotAVirgin • Number of Likes and • No. of green
Gatherings, College Fests Presence the blue
#TheGoodSus reshares cards sold
Since you are so keen – Veg
Skins go in the green
#GoodThingsGoGreen • Site Traffic • Garnier Page
Premium/Macro
Local Vendors,
Influencers, Youtubers What you do now is what you'll #UseYourWaste • Organic Search reach and visits
Tie Ups
Influencers, Students and
Egs. @mostlysane
Production Houses, Real-Time see #GreenKitGang • Plastic Waste • Remixes on reels
Activists, Tech and users, Loreal Officials, Don't let things Be coz there's #GreenTribe
Sustainability pages
@filtercopy collection • Sign-ups
@nutshellindia no Planet B #GarnierGardener
• Customer Acquisition • Press mentions
Cost
“A Look into the Future” – AR Screen used as mirror Website for comparison
Offline Online
Screens will be set up in public places which will look like a mirror, but they will be using AR Particulars 0-6 6-12 12-18
technology.
Product As online comparison of FMCG Vending Machine (Rs. 36 mn Upon Upon
As people will pass by it, they will be able to see everything as it is except the point that products is not possible, there 2,25,000/machine) success success
their surroundings will be changed to consequences “How the world will look in 2025”. Frizzy Silky will be segment on our Garnier
Guerilla marketing (Rs. 1.2 mn 1.8 mn -
Hair Hair Sustainable site to compare
The main motive here is to educate people with possible in person experience, with how Utility 10000/screen)
Garnier products with its
the world will look in 2025 if we keep on polluting our planet in various ways. competitors based on various Influencers 2.5 mn 3.5 mn 1 mn
5 2
Sustainability parameters.
Green cards (Rs.4/card) 4 mn 5 mn 7 mn
5 3 Will help Garnier to benchmark
User Rating against the competition as well Leaflet (Rs.1.5/leaflet) 0.6 mn 0.8 mn 1 mn
as help users to make informed
250 300 choice.
Price Keychain bags (Rs.5/bag) 2.5 mn 3.2 mn 3.8 mn

Instagram 1 mn 2.5 mn 1.5 mn

Availability