Garnier
Garnier
Garnier
by Loreal Group which is the worlds largest beauty and cosmetics company Main 3 brands are Maybelline, Loreal Paris and Garnier Started operations from scratch in India Garnier was chosen as the flagship brand for India in 1991 Started with Ultra Doux range of shampoos
This research included a thorough study of the history, background, marketing strategies and competitive strengths
The prime concern was to check awareness of Garnier Hair colour amongst consumers and its usage The data was mainly collected by means of a questionnaire prepared and direct feedback from retailers Other sources were internet, magazines, marketing blogs and surveys
India
is a Rs. 1214 crore hair colour market Leading players: 1) Godrej Hair dye: 33% 2) Loreal and Garnier: 60% 3) Others: 7% One of the fastest growing segments in 1998 onwards
Garnier
Color Naturals is the biggest brand in the company Contributes to over 25% of the companys turnover First brand to introduce a cream based hair colouring solution It contains natural ingredients like olive oil that makes hair smooth and soft
Segmentation:
Changing lifestyle has triggered the growth in this segment seeking its niche in teenagers and middle age Target Market: Middle and upper socioeconomic class with medium to high disposable income Positioning: Positioned as nature based, innovative personal care brand with a catchy tagline `Take Care
1) PRODUCT: Permanent colour cream enriched with Olive oil, that nourishes the hair as it colours. It uses natural ingredients like rose oil, magnesium, eucalyptus and acacia extracts and vitamins B3 and B6. Available in 5 shades in India,- black, natural brown, dark brown, burgundy, light brown. 2) PRICE: Mid segment; priced between Rs. 120 to Rs.140 depending from state to state.
3) PLACE: Available in all states and cities, in supermarkets, local retailers, parlours, medical stores, saloons, etc
4) PROMOTION: Used by urban modern middle class women Endorsed bymodels like Karisma kapoor, Kareena Kapoor, Simone Singh and Penelope Cruz and Sarah Jessica Parker at the international level The print ads are found in leading daily newspapers and magazines like femina, cosmopolitan, womans era, etc
Strengths: Established Global brand name Aggressive Marketing strategies First to introduce cream based hair Colour Offering high quality at low prices
Weaknesses: Not available in smaller packages Low penetration in rural areas Over usage tends to damage hair
Opportunities: Increase in disposable income of middle class Hair colouring is in fashion these days Major promotion which creates awareness
Threats: Tough competition from herbal products and hair dyes Inhibitions of Indian consumers Other international brands Societal groups can create trouble since environment is damaged majorly
Bargaining Power of Buyers Herbal products High-Quality Many players in the market
Haircolor Users
Yes
No 40 % 60 %
Age Group
9% 14 %
20-30
30-40
64 %
13 %
Above 40
No Ye s
35%
36%
46%
65%
7%
11%
Substitute Products
Henna/Mehndi
62% 35%
9% 17%
15%
Awareness Medium
2% 21% 66% 2%
9%
Television
Newspapers Magazines Radio
They
should add more herbal content to the product They should penetrate in rural areas to increase their customer base. They should make it available in small packages. Should advertise more about the safety and usage of the product