BRAND DOSSIER OF GARNIER

FRUCTIS

INTRODUCTION TO GARNIER
Garnier is a division of L'Oreal that produces hair
care products, including the Fructis line, and skin care
products under the name, Nutritioniste, that are sold
around the world.
LOreal entered in India in 1992 with its Garnier Ultra
Doux range of shampoos.
Garnier accounts for almost 90%of the companys
turnover in India.
Having entered the country in 1992, the company
revolutionised its tactics by rolling out Garnier Colour

BRAND POSITIONING AND

REPOSITIONING

INITIAL POSITIONING
Garnier

Ultra

Doux

Shampoo - Ayurveda and

natural ingredients
Competitive
devoid

of

differentiation

REPOSITIONING
Ultra doux to Garnier
Fructis
Garnier

pricing
any

Synergie

to

Garnier Skin naturals

The prices were set at a
slight premium over mass
brands
Garnier Fructis Shampoo

STRATEGY ADOPTED
Advertisement

STRATEGY ADOPTED
ADVERTISEMENT
STRATEGY
TV Commercials
Radio Promotions
News Papers
Magazines
Internet

STRATEGY ADOPTED
ADVERTISEMENT
STRATEGY
Endorsement By Bollywood Stars
Company

has

internationally

chosen

famous

prominent

Bollywood

face

and

Kareena

Kapoor to give hair care tips to the customers.

Kareena Kapoor has been chosen for Garnier
endorsement because of her popularity and her
confidence and to make it more reachable to the
youths of India.

STRATEGY ADOPTED
SALES PROMOTION
Viral Marketing Policy
Contest

STRATEGY ADOPTED
Segmentation
Strategy
Demographic Segmentation
Gender
Age Group
Income

STRATEGY ADOPTED
Psychographic Segmentation
Garnier Fructis Anti Dandruff, the dandruff

control segment includes people from all age

groups with the exception of children.
Garnier Fructis Color shield, the color
protection segment is mainly comprised of
young people, teens, and a high volume of
the adult population.

STRATEGY ADOPTED
Behavioral Segmentation
Garnier Fructis Daily Care is completely satisfying
needs and wants simply because it provides a terrific
hair care and a sense of uniqueness.
Garnier Fructis focuses on four identified segments:
Dandruff

control,

color

protection,

moisture

and

nutrition, and yet another with control of frizz, waves

and curls.

STRATEGY ADOPTED
DISTRIBUTION
STRATEGY

TACKLING COMPETITION
Innovated new products at regular
intervals.
Launched shampoo + oil 2 in 1 shampoo
especially for

Indian

market
Used blend of foreign and Indian models for
marketing strategy
Exclusive partnership with Teracycle Inc.

SWOT ANALYSIS
Strengths

Weaknesses

Presence in Emerging

High Price

Markets.

Limited Differentiation

Strong R&D Capability.

Late Entry into Asian

Variants available.

markets.
Unable to gain much of
market

Threats

share.

Opportunitie
s
Demand
for Natural

Existing competition

Cosmetics.

Price Competition among

Changing Consumer

Branded Manufacturers

Lifestyles.
Beauty products market
growing with a significant

MARKET RESEARCH ANALYSIS

PRIMARY
RESEARCH
Q 1. What do you use to clean your
hair?

3%

97%

Q 2. Kindly specify the brand of hair care that you

currently use

Shampoo User

Pantene Dove Head and Shoulders Garnier

Non Shampoo
User

Others

Loreal Sunsilk

9%

6% 6% 10%

Clinic Plus

16%

17%
14%

22%

MARKET RESEARCH ANALYSIS

HYPOTHESES I &
HYPOTHESES II
Q 3. Rate the attributes in the order of importance.
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

3.47

3.78

4.15

4.21

3.36

The ability of the shampoo to make the hair stronger is the most
highly rated attribute.

MARKET RESEARCH ANALYSIS

HYPOTHES
ES II
Q 4. What brand comes to your mind when you think of "Long and Strong Hair"?

3%
4%
7%
13%

11%

8%
56%

Garnier Fructis
Head & shoulders
Pantene
Sunsilk
L'oreal
Clinic Plus
Others

56% respondent relates Garnier Fructis with Long

and Strong Hair

MARKET RESEARCH ANALYSIS

HYPOTHES
ES II
Q 05. Which brand from the given list do you associate the line
Long and Strong Hair with?

12%

Garnier Fructis

6%

Clinic All Clear

Head & Shoulders

11%
3%

68%

Pantene
Others

8% respondents thinks Garnier Fructis provides Long and Strong hair

MARKET RESEARCH ANALYSIS

Q6 : If you are asked to change your shampoo will you go for it?

May be. If I will get better

product, I may be willing to
change.

5%
16%

No never
79%

yes

This graph shows 79% Of respondents are not

Brand loyal and Garnier Fructis can gain those
consumers by strengthening its marketing and
distribution strategy

MARKET RESEARCH ANALYSIS

HYPOTHE
SES I
Q 7. Garnier Fructis contains natural ingredients which can replace
traditional way of cleaning hair
60
53
50
40
30

27

20
13
8

10
3
0

rnier Fructis contains natural ingredients which can replace

aditional way of cleaning hair.

MARKET RESEARCH ANALYSIS

HYPOTHE
SES I
Q 8. Ranking of Factors Influencing Purchase of Garnier Fructis
45%

40%

39%

42%

40%
35%
30%

31%
28%

27%

25%
20%

15%

17%

21% 20%
18%

20%

22%

24%

ADEVERTISEMENTS
PACKAGING
NATURAL INGREDIENTS

18%

FRAGRANCE

15%

15%
10%
5%
0%

Natural ingredients influence most the purchase of Garnier Fructis.

MARKET RESEARCH ANALYSIS

NET TAKE AWAY
97% of sample size are shampoo
users.
14% of sample size uses Garnier
Fructis.
Most of the respondents agree that
Garnier
Fructis contains natural ingredients.
62% of the sample size believes