Garnier Project 4h449

Department of Business Management Preface The Project work is field which uses tools and techniques to transfer subjectivity in the environment into objectives, also the findings of the research, when applied show results, which can be measured and evaluated so there is this is what makes it a dynamic activity. This survey is an analytical study of a different facts of the product. The focus is given on the Brand profile. This project entitled …………..of “GARNEAR FACEWASH”, is for the partial fulfillment of B.B.A.(Hons) Degree. The idea behind this project is to give practical knowledge and to make them to face real life situation. The project survey is commonly used for the collection from the respondents through questionnaire. In this method statistical techniques have been used systematically. This project survey is not only with my own efforts but also that of others.

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ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude to

Prof. Y.S. Thakur Head of the

Department of Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar for suggesting me this problem and for giving an insight in delaing with the subject .I am highly obliged to ………………, Miss Shakuntala Yadav, Dr. Shree Bhagwat, Miss Pragya Bhargava,, Miss Devagya Shrivastava, Mrs. Jyoti Pandey, Mr. Ankur Randheliya Mr. Girbal singh Lodhi, and All Faculty member, for guiding me in various aspects of this project like conducting field work and deg questionnaire and suggesting me the Project Work and helping me in finalising the Report. I express my gratitude to all the customers who very kindly discussed various aspects of this study and provided useful suggestions for discussing various problems. Lastly, I Must express my gratitude to all the elders of the family and citizen of the city who blessed me in course of

discussion. I also extend my sincere thanks to my family and my friends for their encouragement and .

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Faculty of Management Studies Dr. Hari Singh Gour Vishwvidhyalaya, Sagar

CERTIFICATE

This to certify that MISS NAMRATA DEEWAN Student of B.B.A. (Hons) 16th Batch, Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.) Has diligently worked on the Project Report of the Company Profile of “GARNIER”. He has done this Work under My Guidance and Supervision. This project work is original and not submitted

earlier for the award of any degree or associate ship of any other University. During this study he made meticulous efforts for its completion. I wish him all the best in this sincere endeavors for a bright and successful future.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the

Examiner

Department

DECLARATION I hereby declare that the project work entitled “Company Profile of GARNIER” submitted to the Faculty of Management Studies Dr. Hari Singh Gour Vishwavidyalaya, Sagar (M.P.), is a record of an original work done by me under the guidance of MISS MAYURI JAIN Lecturer & Faculty Member at the Faculty of Management Studies Dr. Hari Singh

Gour Vishwavidyalaya, Sagar (M.P.). I also ensure that this work done by me is purely original and is my own creativity.

Date : Place :

CONTENTS S.No. TITLE (A) Preface (B) Acknowledgement (C) Declaration of the Candidate (D) Certificate CHAPTER – 1 INTRODUCTION Objective • Introduction • History •

Page No.

Mission and values of the company • Overview of the company • Major Achievement of the company • Competitive Environment Before the Company • Products of GARNIER • CHAPTER – 2 RESEARCH METHODOLOGY • Importance of the Study • Scope • Data Collection Methods CHATPER –3 COMPANY PROFILE •

Boards of Director Executive Team • Acquisition (t Venture) • Research & Development • Human Recourse Development CHAPTER – 4 DATA ANALYSIS AND INTERPETATION • Graphical Presentation CHAPTER – 5 CONCLUSION • Swot Analysis of GARNIER • Summary (Conclusion) • Findings ( Specific merits of GARNIER) • Limitation • Suggestion Graphical Presentation • Reference o Bibliography o Questionnaire •

EXECUTIVE SUMMARY

The application of the four Ps (Product, Price, Promotion, and Place) of marketing revolves mainly around the customers in the target segment. The target segment for any product is that homogeneous group of people which is purported to be the most potential customer for the product. The market follows the Pareto Principle, which says that 80 per cent of the sales come from 20 per cent of the people. Thus, for any product, one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that product’s sale to the company. No surprise then that major marketing efforts of companies attempt to attract the most potential group. This project is an extensive study of the 4Ps analysis of the Garnier products. This detailed study helped us in understanding the Price, Place, Product and Promotion aspect of the Garnier products in the region of study i.e. Greater Noida and Noida. After having done this study we were able to identify the pricing strategies followed by Garnier in of their product along with their promotional strategy in the NCR region. This case study also helps in getting an overview of the Indian skin care and hair care market scenario, its growth trends, future prospects and opportunities available. L'Oreal is one of the most successful International brands in India. This French brand came to India in 1991 with its Ultra Doux range of Shampoo through its Agent Laboratories Garnier. In 1994 Laboratories Garnier became the 100% subsidiary of L'Oréal. In 2000 Garnier launched its range of cosmetics in to Indian market. The Indian Cosmetic and skin care market is estimated to be around $300 Million. In this market the Color Cosmetic segment is around Rs 250 crore while the Skin care segment is estimated to be around Rs 400 crore. L'Oréal's strategy is to evolve Garnier into a master brand, stretching across categories that over the next few years would include soap, body wash and facial care, similar to Unilever with Dove. "Fructis shampoo and conditioner is core, and they are introducing styling aids as part of a mega brand strategy.

PROJECT OBJECTIVE: • The objective of our project is to comprehensively research on one of the most successful sub-brands of Garnier- GARNIER. • Within Garnier, we have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. We have essentially focused on shampoos and conditioners. • We have researched on the brand perception of the product by the customers and customer loyalty towards the product. • The stress however has been on the PRODUCT out of all the four P’s and on the consumer behavior and their perception towards the brand. • We have also focused on the current leading competitors of GarnierGarnier and conducted a brief study on their marketing strategies.

INTRODUCTION Garnier was founded in the year 1909 by Eugene Schueller, a French chemist who developed an innovative hair color formula. Today, the Garnier Group is the world's largest cosmetics and beauty company and is headquartered in the Paris suburb of Clichy, . It got its start from the hair color business but soon it developed activities in the field of cosmetics, concentrating on skin care, sun protection, make up, perfumes and hair care. L'Oreal is active in the dermatological and pharmaceutical fields. It is also the top nanotechnology patent-holder in the United States. L'Oreal is a listed company, but the founder's daughter Liliane Bettencourt who is one of the richest people in the world, and the Swiss food company Nestlé each control over a quarter of the shares and voting rights. Garnier famous advertising slogan is "Because I’m worth it". It has recently been replaced by "Because you're worth it". Its portfolio of brands includes the cosmetics range of L'Oreal Paris and Maybelline NY, shampoo range Garnier, luxury products such as Lancóme and active cosmetics such as

Vichy. Its closest global competitor in the make-up segment is Revlon. India’s contribution to the growth of the global cosmetics market is about 60 percent. The beauty and the wellness sector in India are on a boom. Garnier started its operations in India thirteen years ago. The share of the Indian market to L'Oreal's turnover of 15.8 billion is small, but is growing. It operates in India through its wholly owned subsidiary, Garnier India and has four divisions — consumer products, professional products, active cosmetics and luxury products. The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in of sales - Garnier.

COMPANY PROFILE Garnier offers a vast range of hair color, hair care and skin care that bring you

natural

beauty.

To guarantee complete satisfaction to its customers, Garnier seeks to continually improve product performance by addressing their customer’s specific needs using the company’s long expertise in hair care, hair color and

skin

care.

To be sure Garnier products guarantee maximum effectiveness in total harmony with the customer’s body, the company rigorously lab-tests all its

new product propositions. Evaluated by experts and consumers before being put on the market, Garnier products give immediate and visible results. For the natural beauty of hair and skin, the company offers to its customers, more than simple products, providing advice and routines adapted to their personal needs.

GARNIER TESTING POLICIES: All products are the result of rigorous research and development and benefit from the expertise of our multi-disciplinary scientists & research staff. Their discoveries are frequently published in leading scientific journals and have resulted in several patents. Garnier uses methodologies recognized by the international scientific community as part of its products' development process which assess their safety and effectiveness.

Stages of research, development and evaluation at Garnier: •

STAGE I: Garnier products benefits from scientific and customer research gathered from several research centers and evaluation centers around the world.

•

STAGE II: Independent clinical studies to assess the effectiveness and safety of our products. They can be done under dermatological or Ophtalmological control.

•

STAGE III: Consumer studies product effectiveness and consumer satisfaction rates before the product is launched.

•

STAGE IV: Once products are launched; customer satisfaction surveys are also carried out. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks. This information helps us to monitor levels of satisfaction and we use this type of customer to evaluate and improve our products on an ongoing basis.

History The story began when Alfred Armour Garnier, a young French chemist, created in 1904 the first

branded product, a hair tonic that used natural ingredients (plant extracts), launched at a time when people used soap to wash hair. GARNIER then launched shampoos and conditioners, which were d in women's magazines and soon became popular. The brand began to expand its product line in 1936 when it was the first to produce a line of sunscreen products for skin. This allowed to expand the line of skin care with the launch of products made with natural ingredients and fruit extracts.

In the 60s, the GARNIER was the first manufacturer to market a complete line of hair dyes for home use. The success of this product, especially in Europe and the United States, drew the attention of the French company L'Oréal, which bought the lab in 1965. Until then, GARNIER had a line of products targeted hair care and skin care. Products Garnier currently has three product lines: Fructis, Nutrisse and Nutritionist. Fructis, started in 1996, is

the Garner line of haircare and styling products. Nutrisse, Garnier's hair color line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn't as successful in the United States as in Europe, hence the name change. Garnier started selling Nutritionist, its skincare product line, in 2005.

This is a catlog which I made for someone's summer project (in 2009). Innovation Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap on their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make a permanent home hair color (in 1960). Today Garnier is the numberone brand in Europe using natural ingredients. Logo GARNIER recently changed its branding with the

launch of a new logo, a concept that is more aligned with the roots of the brand: nature coupled with technology.

products Description Garnier Face Wash is the ideal choice for a face cleanser that not only removes all the impurities from your face but also nourishes it and keeps it soft and supple. This face wash has a natural moisturizing agent to counteract the drying effect of water. It is a gentle cleansing agent that complements your skin’s natural balance. It is available in four variants: Garnier Light Fairness Face Wash: an effective daily face wash that helps you recover clear, radiant, even complexion. Garnier Pure Exfoliating Face Wash: for combination to oily skin, this cleanser helps to remove excess oil and imperfections, preventing them from re-appearing. Garnier Gentle Soothing Face Wash: a gentle yet effective daily face wash that suits all skin types. Garnier Fresh Deep Clean Face Wash: ideal for combination to normal skin, it helps to cleanse your skin gently yet deeply, giving a sensationally fresh feeling.

HAIR CARE PRODUCTS

• Garnier Fructis Daily Care

Garnier Fructis Daily Care is fortified with Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Gentle enough for everyday use, it nourishes,

strengthens and smoothes each hair strand, keeping it balanced and healthy-looking. Hair is up to 5x stronger, up to 5x smoother and so much shiner. The result: Great-looking hair that is anything but ordinary.

• Garnier Fructis Color Shield

Garnier Fructis Color Shield is fortified with UV protectant and Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially created to care for color-treated or highlighted hair, it penetrates inside the hair to moisturize and strengthen it. With UV protectant, the formula helps keep your colortreated hair brilliant and shiny on the outside. Hair is up to 5x stronger, up to 5x smoother and so much shinier, so color looks brilliant longer.

• Garnier Fructis Moisture Works

Drench your hair with moisture! Fortified with Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose - this creamy system helps restore moisture in dull, brittle or dry hair. Moisture is replenished and brilliant shine returns. Hair is up to 5 times stronger, up to 5 times smoother and so much shiny

• Garnier Fructis Sleek & Shine

Can your frizzy, coarse, rebellious hair withstand even the most humid weather? Get the strength to fight frizz with Garnier Fructis Sleek & Shine. It's specially created to smooth dry, unmanageable hair and contains Nutritive Fruit Micro-Oils - an innovative combination of apricot and avocado oils, and vitamins B3 and B6. Hair is 5x stronger, 5x smoother

and so much shinier. The result: Long-lasting frizz control for hair that's incredibly sleek, even with moisture in the air.

• Garnier Fructis Length & Strength

Impossibly long locks aren't impossible with Garnier Fructis Length & Strength! Stronger hair grows even longer. It's the first anti-breakage system with Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially created for hard-to-grow-long hair, this system reinforces hair, protecting it from breakage and split ends.

• Garnier Fructis Anti-Dandruff

Soothe your scalp! Created with Pyrithione Zinc and Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose - this double-action formula is gentle on your scalp, but ruthless on dandruff. It's a powerful force for healthy-looking hair and the confidence that comes with it. It helps eliminate the symptoms of dandruff, effective with the first wash, and makes your hair up to 3 times stronger! The result: No flakes guaranteed.

• Garnier Fructis Strength & Repair

Garnier Fructis introduces the Strength & Repair System to help reverse the signs of damage in one week, leaving hair intensely nourished, repaired from the inside out and more resistant to breakage. The formulas with Nutritive Fruit Micro-Oils - a combination of apricot and avocado oils nourish hair, and Ceramide Reconstructor to help repair and fortify hair.

SKIN CARE PRODUCTS Garnier Pure Anti-blemish Products Garnier Pure Anti-blemish - Garnier Pore purifying Astringent, Garnier Pure Pimple Control Pen, Garnier Pure Exfoliating Face Wash, Garnier Pure Deep Clean Gel Face Wash, Garnier Pure Daily Treatment Cream.

Garnier Light Fairness Anti-Marks Products Garnier Light Fairness Anti-Marks Products - Garnier Fairness Face Wash, Garnier Fairness Wipe-off Lotion, Dark Spots Prevention moisturizer, Garnier Anti-marks & Fairness concentrate, Garnier Total Comfort Nourishing + Anti-tightening cold cream, Garnier Light Matte Mattifying Fairness Cream, Garnier Light Under Eye Dark Circle Lightening Cream.

Garnier Essential Cleansers Products Garnier Essential Cleansers - Garnier Gentle Face Wash, Garnier Gentle Cleansing Milk, Fresh Clean feel Face Wash.

Garnier Essential Care Products Garnier Essential Care - Garnier Daily Moisturizing Lotion, Garnier Daily Moisturizing Cream, Garnier Replenishing Night Cream, Garnier Eye Contour Gel.

Garnier Sun Control Products Garnier Sun Control - Garnier Daily Moisturizer, Daily moisturizer SPF 15 / UVA +, Daily moisturizer SPF 20 / UVA.

Garnier Wrinkle Lift Anti-ageing

Garnier Body cocoon Body Moisturizers

Products

Garnier Wrinkle Lift Anti-ageing- Garnier

Garnier Bodycocoon Body Moisturisers -

Anti ageing Cream.

Intense Moisture Lotion.

COMPETITORS The company is creating a new in the market place and therefore faces competition from a variety of companies. There are currently lots of head to head competitors. The exiting competition can make more consumers focused. Before launching and new product good knowledge about its competitors are very crucial. Because it very necessary to know about competitors all the things like product quality, price , packaging, brand image of that product, marketing strategy that competitors are using. A new product success is depending upon all the thing about competitors mentioned top is play the very important role to success new product. The competitors of Lux face wash is given below:-

1. Himalaya face wash

2. Ayur Face wash

3. Dove Face wash

4. Lakme Face wash

PROMOTION Garnier has been very active and upfront in adopting new promotional techniques to market its products. The company follows a very popular technique to and market its products that is the Viral Marketing policy. Viral marketing is a term coined to define the productive ways a marketing message is made available. And corporate are using the medium to circulate brands and brand messages. The idea has caught on like a virus, as efficiently as Information Technology has entered households and businesses. Firms are now structuring their businesses in a way that allows them to grow like a virus and lock out the existing brick and mortar competitors through innovative pricing and exploitation of competitors' distribution channels. The beauty of this marketing technique is that none of it requires any marketing. Customers, who have caught the virus, do the selling. Viral marketing describes any strategy that encourages individuals to on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth'', "creating a buzz'', "leveraging the media'' and even "network marketing.'' It's a deceptively simple concept: Create a message, send it via e-mail, and make it so compelling that recipients want to it on to everyone in their address book. rs are hot on the tactic, and the idea of putting

consumers to work spreading the word about a brand or service seems sound.

Relying on international ad campaigns: Increasing its ad spend for the launch of its new products, L'Oreal has been relying more on its international campaigns to make an impact in the Indian market. McCann Erickson in Mumbai handles the L'Oreal and Maybelline while Publicis India is in charge of Garnier. "The ad s have been aligned according to our international affiliations with these agencies and we try to have a mix of both the Indian and international ads," says Mr. Rajgopal. L'Oreal India currently has three brands in its consumer products portfolio and there are product overlaps between its hair care, skin care and color cosmetics brands. Garnier, L'Oreal and Maybelline have been defined by their price segments and positioning.

Promotional Strategy

The cosmetics giant is using hairdressing schools to stimulate demand for products many Indians saw as an alien extravagance. Above a bank in north Bombay, India’s future hairdressers are sculpting the tresses of volunteer models more willing to let trainees loose on their hair than a seasoned local stylist wielding a bottle of dye. “Everyone is very particular about their hair these days,” said Ruchi Khater, from beneath a stack of silver foil at L’Oréal’s hairdressing academy. For a customer who needs more than a trim, a visit to a hairdresser in India has traditionally been something of a hair-raising experience. This was particularly true for fair-haired Western women with layered styles and blonde highlights. They learnt the hard way that Indian hairdressers know little of color beyond a jet-black rinse or a streak of henna. That is not surprising as 85 per cent of Indian women have long, straight hair. Their natural tone is dark and they prefer home remedies recommended by their mothers. Most still use hair oil vegetable oil, no less – rather than fancy conditioners. It is a challenging environment for any company trying to sell packaged beauty products – to the majority of India’s 1.1 billion people they are not only alien but also an extravagance. The solution for L’Oréal, the world’s largest beauty and cosmetics group, was to create a market from scratch. Since it opened its first academy in Bombay in 2006, 73 hairdressers have graduated. The six-month course turns out professionals capable of

working as a junior in one of the select but growing number of international-standard salons in India’s big cities. L’Oréal’s distribution network also plays a vital role. Over the past decade the company has trained more than 30,000 hairdressers in India in the use of its products. And it has helped to establish about 300 salons in the past five years. The theory is simple: If there is no natural demand for your goods, stimulate it. “We have created a profession and a market,” Didier Villanueva, L’Oréal India’s country manager, said. “If you train people they will use your products.” The students, who pay 200,000 rupees (£2,440) each, are green to say the least. “Most who come do not know how to hold scissors or use a blow dryer,” Caroline Lannuzel, academy director, said. Competition is strong with more than 50 applications for 15 places. Sohini Rohra, 24, a former model, got in. “People did not know what a bad haircut was. My mother’s generation did not have a clue because there was no exposure to these things,” she said. In a media-driven culture obsessed with Bollywood, urban consumers are very demanding and image is everything. They read glossy magazines such as Vogue, which launched an Indian edition in September, and follow the changing fashions of their favourite celebrities.

Much like Britain’s tabloid fascination with David Beckham’s changing hairstyles, the recent decision by Mahendra Singh Dhoni, the 26-year-old captain of the one-day cricket team and the face of Brylcreem in India, to chop his long locks made front-page news. Unprecedented economic growth in India, which is forecast by McKinsey to become the world’s fifth-biggest consuming nation by 2025, has created a raft of opportunities for international lifestyle brands. Emerging markets such as India are driving the growth of the cosmetics industry. L’Oréal, which uses Aishwarya Rai, the Bollywood star and former Miss World, as one of its international faces, estimates there are 70 million potential consumers being created every year. Its sales in India, where it is No 2 behind Unilever, are growing at 35 per cent a year. This year, they are about €100 million (£71 million). Although L’Oréal’s professional products division represents only 17 per cent of total revenues, hair color was the Paris-based group’s genesis and remains the creative heart of the business. Moneyspinning mass-market brands such as Garnier are being pushed hard in India, where the company estimates there is a market of 50 million people. Its rivals agree. Franck Provost, the beauty salon group, also has a hairdressing academy in Bombay and Toni & Guy opened a salon this year.

Two thirds of the population is under 35: youth will drive growth. In the L’Oréal academy, it has at least two new potential customers. L’Oréal hopes that very soon it will be because they think they’re worth it. In India, ments for L'Oréal-branded products and the company's Garnier line generally feature a pale model and focus on the ingredients in the product, using take-action language like "YES to fairer and younger looking skin" or "Against inside cell damages."

PRICE The target segment for any product is that homogeneous group of people which is purported to be the most potential customer for the product. The market follows the Pareto Principle, which says that 80 per cent of the sales come from 20 per cent of the people. Thus, for any product, one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that product’s sale to the company. No surprise then that major marketing efforts of companies attempt to attract the most potential group. In the present stage of immense competition, companies are required to effectively plan their pricing strategies to not only retain current customers but to also expand the customer base by targeting new segments with an aim to convert them into loyal customers. Trying to strike a balance in its pricing strategy for the Indian market, `L'Oreal India Private Ltd believes that by introducing more stock keeping units (SKU's) it will be able to tide over the steep pricing of its products. Mr. Ashwin Rajgopal, Marketing Manager, L'Oreal Consumer Products, told Business Line that, "We are looking at pricing in the Indian context and there is a kind of balance we have struck. Considering the large number of SKU's that we already have worldwide, it is possible to market the products at an almost comparable pricing."

Considering the company has set up its manufacturing facilities in Pune and has also been sub-contracting its products, it has been easier for it to control its prices in the Indian market. For aspirational products Garnier has adopted an international pricing strategy, which may not be the case for the rest of the products. However there is no hard and fast rule Besides, the company has also been customizing its products for the Indian market and there is expected to be a blend of both international as well as Indian formulations for its products. For instance its Garnier brand of Color Naturals is an `Indianised' product. L'Oreal’s innovations always start from its luxury brands then penetrate to the brands in different price level and different markets eventually implemented in its consumer brands. The innovations based on the same technology platform will reduce the cost. The knack for L'Oreal to create the advantages is to spread around strategic investment by sharing the production of innovation between different product divisions. L'Oreal not only focuses on the single brand but also pays attention to the technology relevancy in the series of brands. For example, L'Oreal first introduced a break through anti-aging composite by using Lancôme brand. Subsequently, it was implemented in Vichy brand and brought into the consumer product division eventually. The broad distribution channel of consumer products was used to promote this technology at last. In term of same products in the different market, L'Oreal also exerts the technology platform to meet the specific needs of consumers. From L'Oreal’s

experiences, the core technology platform is a key component to the success of an international company with complicated brand house. Without leveraging the resources between brands, it will cause increase of operational cost and waste of resources and will be very hard to manage the L'Oreal’s sophisticated brand architecture. Other than building the brand structure according to the product identity, L'Oreal relied on distribution channel to carry out its strategy of brand structure. There are four product departments in L'Oreal’s structure. Every department has several brands and each brand has many names. They are conspicuously different in packages and with distinct image and advertising. The different brands share the resources of distribution channel and have high integration effect on management. The luxury brands of Garnier are sold in strictly selected distribution channel like department store, perfumeries and tax free shop. Professional products are provided to the hairdressers. Active cosmetic products are sold in pharmacists. The most important sector consumer products are distributed through mass consumption channel like department store and supermarket. L'Oreal has formed a brand matrix with great power of integration. Any new brand merged into the relevant channel will fully utilize the resources in existing channel as well as expand L'Oreal’s whole distribution channel by integrating its original channel. The dissemination of brand will improve company’s overall influential power. L'Oreal recognized the leverage effect of it brand and focus its propagandas on brand rather than propagandas on particular product. It is dedicated in building the relationship between its brand and the market. It

aims to enhance brand power by maintaining the good image in publicities. L'Oreal’s efforts were also embodied on its marketing strategy. It always concentrates on ing those brands which can mostly represent its advantages and leverage resources to those products. Firms that aim to expand internationally or strengthen market position tend to acquire new brand into the brand architecture. Acquiring influential and well positioned brand is an important strategy of L'Oreal in developing its brand architecture. It achieves rapid growth by acquiring brand in same or related business and is continually seeking these opportunities in the worldwide scope. L'Oreal expanded its brand architecture by acquiring Maybelline brand in 1996, which was a very successful transaction. The Maybelline’s image was enhanced by branded L'Oreal while L'Oreal got complementary in its brand architecture. Recent years in Asia, it acquired the third skincare brand Mininurse in China and Japanese top luxury brand Shu Uemura. These acquisitions represent L'Oreal’s ambition to Asian market. They have the same product business with L'Oreal. In China the acquisition will enhance L'OrealÂ’s market position in skincare and acquire distribution channels Mininurse had. It is also a preparation for the future expansion in the most fast-growing market China. By acquiring Shu Uemura, L'Oreal want to use this Japanese brand to compete with SK-… ¡which was a competitor in the same level, in order to meet the trend of prevalence of Japanese cosmetic brand in Asia. This is considered to be an effective and cost-efficient strategy which is consistent with L'Oreal’s overall brand architecture

PLACE To run a company in profit the place factor out of the 4p’s of marketing mix plays a very crucial role. This includes decisions about where to sell the product or concerns about where the customers are, and how to get to them. It also includes the "channel of distribution" - meaning, all the different middlemen a company use to get the product out to the customer. Garnier runs a massive worldwide operation employing nearly 62,000 men and women of various races, backgrounds and religions across nearly 60 countries. Part of the reason for the corporation’s success has been its sensitivity not only to its consumers but also to each and every one of its employees. The corporation has made sure that all their employees have opportunities to develop themselves both personally and professionally. This commitment by the corporation to take care of their own employees has resulted in Garnier being rated by the European business school students as The Employer of Choice for the year 2006. With over a century of experience in the cosmetics industry, Garnier has established 19 global brands and produces them in 40 factories across the world. These factories are all state of the art and ISO 140001 certified and all of their industrial sites are audited with the standard SA 8000 (Garnier Corporation). The corporation makes sure that every product that rolls out from their factories complies with their own high standards and meets or exceeds quality and safety standards set by local governmental agencies such as the Food & Drug istration of the United States of America. Garnier’s success in the cosmetic industry is due not only to their high quality, but also to the corporation’s marketing efforts to make sure their various brands have a

strong market presence. In past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. To make its presence feel in different parts of the world Garnier has acquired many different companies like “The Body Shop International plc”, known as The Body Shop, which has over 2,000 stores in more than 50 countries.

ANALYSIS OF INDIAN MARKET Garnier being an important brand of Garnier in both hair care and skin care is available all round the globe easily. In Indian market the hair care products of garnier like “garnier fructis”, “ultra doux” etc is available in both organised and unorganized retail shops in India. The high end skin care products like “Nutritionsite” are available only in selected retail outlets in country. In India Garnier manufactures its products in Pune whereas it’s ed office is in Mumbai. To popularize its product line Garnier has occupied brand corners in many big malls and retail outlets in which garnier products get a major chunk. Garnier has tie ups with many big beauty salons and parlors who can promote and sell its products. Over the past decade the company has trained more than 30,000 hairdressers in India in the use of its products. And it has helped to establish about 300 salons in the past five years. The theory is simple: If there is no natural demand for your goods, stimulate it. “We have created a profession and a market,” Didier Villanueva, L’Oréal India’s country manager, said. “If you

train people they will use your products.” Its sales in India, where it is No 2 behind Unilever, are growing at 35 per cent a year. This year, they are about €100 million (£71 million). Although L’Oréal’s professional products division represents only 17 per cent of total revenues, hair color was the Paris-based group’s genesis and remains the creative heart of the business. Money-spinning mass-market brands such as Garnier are being pushed hard in India, where the company estimates there is a market of 50 million. Garnier products are easily available for sale on many websites in India.

SWOT ANALYSIS OF GARNIER PRODUCTS Strengths  Strong and Focused Brand Portfolio.  Presence in Emerging Markets.  Strong R&D Capability.  Variants available.  Geographical Coverage.

Weaknesses  Dependence on Western European Markets  Late Entry into Asian markets.  Unable to gain much of market share.

Opportunities M&A Opportunities. Growth in Adjacent Categories. Demand for Natural Cosmetics. Growth of Direct Sales Channels Changing Consumer Lifestyles. Rural market growth.  Beauty products market growing with a significant rate.      

Threats  Competition from Private Labels.  Price Competition among Branded Manufacturers.

DATA ANALYSIS & INTERPRETATION

TOTAL NUMBER OF WORKING AND NON WORKNG RESPONDENTS Figure 5

The above pie diagram indicates that out of the total 100 respondents surveyed, 43% are working and the remaining 57% are not working and are mostly students.

GARNIER USAGE AMONG WORKING RESPONDENTS

Figure 6

Out of the total 43 working respondents surveyed, only 30% of them don’t use any of the Garnier products, the remaining 70% of the working respondents use Garnier products. This indicates that the brand is popular amongst the working people. The respondents so surveyed were well

aware about the brand and were also aware about almost all the product lines being offered by Garnier, be it in skin care or hair care. This result indicates that Garnier has a well defined target market catering mainly to upper middle class consumers which is mainly why the working respondents are frequent s of different products of Garnier.

GARNIER USAGE AMONG NON WORKING RESPONDENTS

Figure 7

Out of the 57 non working respondents surveyed, about 84% of the respondents use Garnier products which means about 47 out of 57 people use Garnier products and 16% of the respondents don’t use any of the Garnier products. This again indicates that the brand is popular among even the non working respondents who are majorly students in our survey. The inference that can be drawn from the above two pie charts is that irrespective of whether the consumers are working or are students, the brand has a good popularity. This means that the brand has successfully caters to the needs of the youth as well as people falling in the age bracket of 35 to 55.

PREFERENCE FOR SKIN CARE OR HAIR CARE AMONG WORKING RESPONDENTS

Figure 8

Out of the 43 people who are working, about 29 of them use Garnier products and out of these 29 people, only 4% of the respondents use only skin care products and 18% of them use only hair care products while a major chunk of 78% of the respondents use both skin care and hair care products of Garnier. This indicates that the customers are regular and loyal s of almost all the product lines of Garnier.

PREFERENCE OF SKIN CARE OR HAIR CARE PRODUCTS AMONG NON WORKING RESPONDENTS

Out of the 57 non working respondents, about 36 of them use Garnier products. Out of

these 36 respondents, 25% use only Garnier hair care

products, 28% of them use Garnier skin care products and 47% of them use both hair care and skin care products of Garnier. This again indicates that majority of people like both the segments of Garnier but unlike the working consumers the non working consumers prefer Garnier skin care products over its hair care products.

PRODUCTS USAGE

Figure 16

Out of the 100 people surveyed, 77 answered that they use Garnier products. The chart above depicts the usage of different products by these 77 people. Shampoo & conditioner is used by 57 people, Facewash by 39 people, Acne Removal Cream by 8 people, Hair Color by 20 people, AntiAgeing Cream by 3 people, Fairness Cream by 23 people, Anti Wrinkle Cream by 2 people, Dark Circle Removal Cream by 4 people, Moisturiser by 14 people and Body Lotion by 28 people. This data suggests that Shampoos & Conditioner are the most popular of Garnier products.

AWARENESS

Figure 17

2 Out of the 100 people surveyed, 77 answered that they use Garnier products. We gathered information through our survey that how a respondent came to know about Garnier products. 74 respondents answered that they came to know about Garnier products through television, 21 by newspaper and magazines, 20 by word of mouth and 7 through internet. This data suggests that TV is the most popular source of information and awareness regarding Garnier products.

AWARENESS

Conclusion Following are the few key findings of the study:  70% of the total working respondents use Garnier products.  84% of the total non working respondents use Garnier product.

 78% of the working respondents s use both hair and skin care products, whereas 18% uses only hair care products by Garnier and 4% only skin care products.  In non working respondents 47% uses both skin and hair care products by Garnier, 25% only hair care and 28% skin care products.  Among the non s of the Garnier products 64% are happy with their current brand, 18% find Garnier products ineffective and 14% people find the price of the products a major concern.  TV is the most popular source of information and awareness regarding Garnier products.  Shampoos & Conditioner are the most popular Garnier products.  Only 40% of the s said that garnier products are available at every store.  82% of the Garnier s are satisfied with the products.

SUGGESTION AND RECOMMENDATION •

It needs to improve the availability network of the product so as to reach a large customer base because 60% of the respondents feel that it is available at selective stores only.

• Almost 64% people are happy with their current brand and do not want to switch to Garnier products thus it needs to make the customers aware of the products. • Garnier need to adopt different promotional mediums like internet, magazines, product binding schemes and even surrogative marketing. • Introducing a low price product line for the rural market. • Introduce herbal product lines as the customer is getting more inclined towards herbal products. • As boys are also becoming looks conscious so the male beauty segment can be one area of focus.

BIBLIOGRAPHY 1. www.garnier.com 2. www.equitymasters.com 3. www.managementparadise.com 4. www.hindubusinessline.com 5. www.Garnier.com 6. www.idoub.com 7.

www.google.com

QUESTIONNAIRE Dear Respondent, This is a survey regarding the product analysis of Garnier by Garnier, so kindly furnish the correct information. The information given will only be utilized for the research purpose only and not any other purpose. RESPONDENT PROFILE Area of Residence: Age

:

Gender

: Male____

Female____

Your monthly household income: a) Below 10000 b) 10000-25000 Above 50000 1.

You use Garnier products. Regularly_____ Rarely _____

Sometimes____ Never ____

If “No” go to question number 10. 2.

c) 25000-50000

If Yes, You use : a) Hair Care Products

____

b) Skin Care Products

____

c) Both

____

d)

3.

You buy Garnier products: • Weekly • Fortnightly • Monthly • Once in 3 months

4.

What product(s) of Garnier you purchase? • Shampoos & Conditioners • Face wash • Acne Removal Ointments • Serum • Gel • Mousse • Hair Colors • Anti ageing Cream • Fairness Cream • Anti Wrinkle Cream • Moisturizer • Body Lotion • Anti Dark Circle Cream • Any Other___________________

5.

The variant of Garnier that you use is available at: • Every store. • Selective stores. • Not available in your area.

6.

The price you pay for the Garnier products is: • Highly overpriced • Slightly overpriced • Perfectly priced • Under priced

7.

How did you get to know about Garnier products? • TV • Newspaper/Magazines • Word of Mouth • Internet • Any Other___________

8.

How do you find Garnier products? • Highly satisfactory • Satisfactory

• Not satisfactory.

9.

Your purpose for purchasing Garnier products is for: • Cosmetics Use ____ • Medical Use

____

• Both

____

10.A You do not use Garnier because of: a) Price b) Effectiveness current brand d) Availability reason__________

c) Happy with

e) Unaware of the product

f) Any other

(1) Which product to you prefer mostly ? (a) Garnier

(b) Ponds (c) Lakme (d) Nivea

(2) Which type of garnier Product do you prefer (a) Skin Care (b) Hair care (c)facewash (d) both (3)

How did you get to know about garnier Product ? (a) Magizine (b) T.V (c) word of Mouth (d) Internet

(4)

What

percentage

of

garnier

respondents? (a) 30% (b) 70% (c) 40% (d) 90%

Thanking you

is

used

by

working