Garnier Marketing Strategy 2u4v

Marketing Strategy Garnier 1. Introduction : Value proposition and experience marketing in Indonesia Value proposition of Garnier is take care our consumers cosmetic products from the natural material and responsible with environment. Garnier brings beauty to vast numbers of consumers while also reducing our ecological impact.The brand is committed to sustainable sourcing, to constantly reducing the environmental impact of our packaging and continuously seeking to improve the ecological profile and biodegradability indices of our formulas. Founded in in 1904 by Alfred Amour Garnier, the brand was born with the launch of the first patented plant-based hair lotion, La Lotion Garnier. Over the decades Garnier expanded into skincare and cemented its reputation as the healthy beauty expert, by providing nature-based solutions to combat pollution, acne, UV and fatigue. Garnier is renowned for its know-how in harnessing the bounty of nature– fruits, seeds, buds and flowers with highly beneficial skincare and haircare properties. Their active ingredients are extracted using the brand’s cutting-edge expertise and techniques to take full advantage of nature’s energy, effectiveness and generosity.

Garnier is one of the mass Products which fabricated by PT Yasulor Indonesia, Cikarang, Jawa Barat. The type of Products is : Garnier Pure Active (Oil Clear) -

Oil Clear Foam Oil Clear Astringent Oil Clear Scrub

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Garnier light Complete Light Gentle Clarifyng Foam Light Milky Lightening Dew Light Whiten and Protect Moisturizer Cream SPF 15

With the tagline : sayangi dirimu, due to the Products for mass Market, the vision of the garnier is commitment to create cosmetic coming from natural ingredient and responsbile with environment. 2. Segmenting the market, choosing target market and positioning GARNIER The consuming class—55 million urban and 15 million rural Indonesians—are the most commercially attractive segmen. Indonesia’s population is young, growing and rapidly urbanizing, making it one of the fastest-growing consumer markets in the world. Our research of urban and rural populations found groups of consumers, totaling about 70 million, who are optimistic about their future and becoming increasingly sophisticated in their spending habits and product choices. a. Segmented market -

Demography : Age : 15 – 30 years old (Median 28 age) Gender :Women and Men

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Psychographic : Life style : Urban life style concern about beauty to increase personal branding Sosial Class : beauty it’s high priority for the Y generation , youth people. Need : to clean, smooth and enlighten face Benefit: Eliminate dark sport, oil, dust, and minimize pore

b. Targetting Market -

Men and Women Both

At first, taking care of the face is regarded as a habit that is only done by the women. The men who are too maintain the cleanliness of the face is not considered as macho, masculine, and not less manly. But, nowadays, not only women who are concerned about the face healthiness, but also men began to realize the importance of maintaining it. Looking to the fact, based on the research by Maxus 3D Data on 2011, “41% of men Indonesia was still using ‘face wash for women’ products” -

Modern and Fancy People

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Upper middle class

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Teenage Girls and young women and men

c. Positioning Garnier is positioned as nature based (Green). Innovative personal care brand which take cares of your skin, the brand has a very catchy tagline “ Sayangi dirimu”

3. Characteristic of Garnier customer which consist of their Activities, Interest and Opinion Activities interests and opinions is one of the methods to carry out psychographic segmentation. AIO is mainly used to define an individuals psychographic profile. It tells a marketer of what a consumer likes, what are his interests and how does his thought process work.

Activities :

The way a person carries out his work or the type of

hobbies he has tells a lot about a person. If he has a tough work and at the same time he is also involved in numerous sports then we have a highly active person in hand. The consumers of

garnier can be identified with working habit in urban area. As a result, easier get radiance, dust, and make the skin face will be harmful Interest : coming from the target market, the consumer interested in tecnology (savvy digital) , like posting photo, info in sosial media (FB, Twitter, Path and Istagram) and travelling activity to make her/his personal branding in social media. Opinion : specially in the age of internet, opinions spread fast. Nowadays there are agencies taking care of a brand online such that they can immediately give a of what the public opinion about a brand / product is. The management can accordingly

make

the

changes.

so

the

Garnier

focus

in

communication channel by online ( Digital Marketing). 4. Base on my analysis, predict the buyer behaviour of your target market. Buyer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of , payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. “Consumer behavior as those activities directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these action.” As a form of its commitment to make Indonesian women /men confident through their beauty, Garnier conducts continuous consumer behavior study. This study tries to understand the problems and aspiration of Indonesian women/men, so that they can look the way they want to look, and so that they can be confident.

Garnier products create “ Green “ Brand.

Base on our target

Market from the young people (Y Generation, Upper middle class and modern and fancy people, the consumer easier to try the other products if not proper with Garnier Products. This people savvy digital means a lot of information from web, sosial media , group will be affecting decision to buy the

products. This

consumer is not loyal and educated. So make the tight competition with others competitor,

My analysis is to win the

competition the good quality is not enough but also must be concern related the price and service , given add value , enhance promoting offline and online and communications products to get Market share, mind share and commitment share from the target market.

5. Explain why your target market would choose your product (s) among others. Because the Garnier Products create the Green cosmetic to ensure the consumers wil be loyal with this Products, the strategy og Garnier is a. Innovation Invest a lot in RnD of products and research studi with behaviour consumers what she/he need about cosmetic Products to ensure the Products can be accepted by target Market. In Garnier, we do not only listen to our consumers, but we also study and observe the situation and condition in Indonesia. Most of the problems felt by Indonesian women in this study is caused by the tropical climate in Indonesia, air pollution in the urban area, and sun exposure when they are outdoor. Motivated by the desire to always provide the best in the beauty industry, b. Implement packaging in all size and a lot variance product

Garnier can providing the Products that different packaging from the big one (Jar and tube) until the small one (sachet). Totally interest with beginner to try the new product and lower price. With this strategy Garnier can be reach the consuming class in Indonesia with all level and all channel distibution ( warung, pasar traditional, dept store and salon).

c. Communications by digital (Online) as digital marketing To enhance the consumers want to buy the product, garnier focus in digital marketing. Create Web, Twitter, FB Ads, Youtube Garnier and Social media. Using the ambasador to make the people interest with this product. Garnier working together with blogger and community online to displayed the product and give review from his/her blog. To continuously uphold the ion of Garnier in beautifying Indonesian women through their skincare, as well as to communicate Garnier’s values, today Garnier appoints its new Brand Ambassador, Chelsea Islan, and for men Joe Taslim.

d. The Green Cosmetic Because the value proposition of garnier is take care to consumer. The product of garnier manufactured by high Technology and

ensure the

natural material safe by skin consumers. This concept can increase brand product as green mindset make the competitive product.