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Management
Assignment On
GARIER
Submitted by:
Jyoti Singh PR: 08020741092
ITRODUCTIO
Garnier is one of the major players in the Market which diversifies its Skin & Hair Care Product
Range right from Shampoos, Conditioners, Skin Creams & Moisturisers to Facewash & Body
Treatment Sprays.
Garnier is a sub-brand of Global Fashion major L’oreal which has its presence across countries
like USA, Singapore, Italy, Australia, Canada, India and many others. Its an international Brand
which is famous for its Cosmetics & Fashion products. Its a premium product which is meant for
first class people who are concerned & conscious about their Skin & would want to make their
skin & body look beautiful all the time.
Garnier is a mass-market product and it has come up in Indian Markets in a very big way after
launching its Fructis Line of Shampoos & Conditioner which they identify as their Nutritioniste
line. One of their key proprietary ingredients is a fruit concentrate used in all of their products. It
is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.
Use of Fruit Concentrates in all of its Products which gives the Brand a Pure
& atural Feel:
Since range of its Shampoos, Conditioners & Face Wash comes with Fruit
Concentrate, it is very much liked by its Customers & they tend to show loyalty
towards the brand.
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Appearance of Modern Women as ambassadors & endorsers of product in
their advertisements:
Garnier as a brand is endorsed by Celebrities such as Sonam Kapoor, Esha Deol
& Isha Kopikkar, so it gives the Brand a very young, fresh & lively feel and
attracts young girls who are in their teenage as well as modern & urbanised
Women of today.
• Purchase Consideration
Commitment & Quality of the Brand makes it stand apart from its
Competitors:
All of Garnier Products gives me a lot of Satisfaction after its use, therefore, I
have always felt a sense of Brand Loyalty towards Garnier and it is the only
Brand that comes into my mind when I have to buy a Conditioner or a
Shampoo.
• Consumption Consideration
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Advertisements focused on attracting new Customers to the Brand:
The bottles of Garnier Shampoos & Conditioners & its other products are
available in all sizes which makes it easier for its first-time buyers to give it a
thought & consideration to use the product atleast once.
3. Performance Dimensions:
• Primary Characteristics
• Supplementary Features
Customization of Skin Products which suits all Skin Types & Hair:
Garnier apart from producing only Styling products also is into market
segment of Skin Care & beauty products.
Its Skin products are available into market for all Skin types: Normal, Oily
& Dry and hair products are for Normal, Dry, Frizzy & Long hair as well.
So, I can say that it suits to individual needs & requirements & provide
nourishment as per what suits to each person’s body type & adaptabilty.
Soft & Wonderful feeling that Garnier’s Skin & Hair Products leaves after
its use deeply influences Customers
After using its Shampoo & Conditioner, it leaves hair shiny &
soft & therefore, my hair looks straight & beautiful. So, the brand delivers
exactly what it promises to provide. It stands out perfectly in all respects
& parameters & is definitely a better choice to select in comparison to
other brands available in market.
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If a customer ever faces a problem with the packaging of the product or
the product being different from its core composition & components, the
company has a liability to replace the faulty product & has a commitment
to solve the Customer’s apprehensions & complaints at the earliest.
The Products of Garnier are very much durable as they totally focus on
providing nourishment to an individual’s needs & demands & are class
apart in quality which is why it has become so much popular in India.
Garnier as a brand is very Stylish, Urban & Effective to use which reflects
Warmth & Caring feeling that it shows to its Customers
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Its Brand ambassadors such as Simone Singh also clearly states in its TV
Commercial that it’s a product which is very much safe to use and apart from
young women even middle aged women should also try using the product
atleast once.
• Price
Garnier as a very class product has portrayed its image to be a part of upper-
middle class & to a very extent cater to the needs of middle class as well.
The Shampoos of Garnier are priced at a range of Rs.135 & its Conditioners
are priced at Rs.120, therefore, it has set price standards in such a way that it
can easily be afforded by growing Indian middle class & if they would like to
try out the sample of the product for the first time they could go for a small
pack of its conditioners & shampoos & thus, could make up their minds of
using the product in the long run if it suits them.
4. Imagery Dimensions:
i) User Profiles
Actual or Inspirational:
The Brand is inspirational from the aspect that it shows Women to take care of
their Skin & the essential parts of their beauty such as Skin which could make a
lot of difference in their appearance & persona. If they look beautiful, they tend to
become more self-confident & much more independent & have a positive attitude
towards life.
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ii) Purchase & Usage Situations:
Values:
• Sincerity:
Garnier has always been consistent in living up to its Commitment & I take pride
saying that it is a very good & excellent product to use. It is worth the value of
money that I have always spent on its purchase.
• Excitement:
The Brand’s newly launched Fructis line of Shampoos & Conditioners always
generates excitement in Consumer’s minds to use the products in the first place &
get a feel of warmth & affection that the product has to offer after its use.
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iv) History, Heritage & Experiences:
3. Judgement Dimensions
i) Brand Quality
All of Garnier Products are worth the value for money spent on them. The Brand
quality is undoubtedly the best & gives a tough competition to other brands
available in the market. Garnier tries to cater to all of its Customer demands by
launching brand new products such as Garnier Eye roll on, Garnier Light Matt
effect creams & recently venturing out into Men’s Cream through which they are
targeting a completely new segment.
Hence, we can say that Garnier absolutely lives upto its promise & commitment
& delivers the best in class daily use products.
Garnier comes from the House of a very premium Fashion Major L’oreal which is
widely known for its Cosmetics & Style Products. Therefore, it is assured that the
products which Garnier launches under its brand name comes only after an
intensive research conducted by its experts as it caters to Beauty segment &
especially Skin Care products.
It is a very trusted brand all across nations like Netherlands, Portugal, Ukraine,
Brazil, Russia, Spain etc. Hence, we can say that it is a very trustworthy &
reliable brand.
I myself personally like Garnier products so much that I have maintained my
loyalty towards the brand for last so many years now. It has become a part of my
life & I associate with the brand so much as it depicts the true self of me & makes
me feel more confident & alive.
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iii) Brand Credibility
• Relevance:
The various products being introduced by Garnier in the Market are true reflection
of their consideration for its Indian Consumers & shows that its products are very
much useful in their daily lives. The Brand provides a simple remedy for their
Skin & Hair problems like skin tanning, hair fall, dry & frizzy hair. All such
problems can easily be taken care of by Garnier if the Consumer considers to use
it atleast once.
Hence, Garnier’s Skin Care products are very much justified & relevant to be
used as the products are a complete solution to consumer’s everyday beauty
related problems.
• Differentiation:
4. Feelings Dimensions
• Warmth:
Garnier tagline says “Take Care”, which shows that they are concerned about
beauty of its Indian Consumers and thus, all their products aim at providing extra
warmth & support so that they could take special care of their Skin & Hair.
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• Security:
5. Resonance Dimensions
i) Behavioral Loyalty:
Garnier through its various special programmes have made its presence
felt all across the Indian Customer’s minds. The L’oreal Salons which are present in
almost all major cities in India endorse Garnier Products as well as Garnier is their
subsidiary & sister concern.
Garnier has its own Website which provides beauty tips to its Customers
and has collaborated with Skin specialists & Hair experts who provide solutions to
Customers for their Skin or Hair related problems. They also suggest treatments to
Customers if they likely to go for one.
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