The flagship brand of L’Oréal, Garnier is the cosmetic brand introduced in 1904 in France. The brand has offerings ranging from Skincare solutions for Men and Women, hair care products, and Hair Color products.
The Garnier is the second largest brand in the L’Oréal group brand portfolio offering sub-brands in four categories and seven area of expertise.
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of Garnier–
As a part of the consumer goods, segmentation is of prime importance in order to make the offerings of the brand more of consumer friendly. Garnier uses the mix of Demographic, geographic and psychographic segmentation variables such age, gender, lifestyle, social class, income class etc.
Since the brand have the presence with broad category & brands meant for the different set of customer, therefore, it uses differentiating targeting strategy.
It has positioned its offerings as affordable skincare and hair care solutions which are meant for value for money to the customers and are at best prices.
Marketing mix – Here is the Marketing mix of Garnier.
SWOT analysis – Here is the SWOT analysis of Garnier.
Mission- “To give customers a complete skin and hair care routine to make them look the best every day”
Vision- “Not Available”
Tagline-“Skin Naturals”.
Competitive advantage in the Marketing strategy of Garnier–
1. Universalisation:
The brands operate with the unique strategy called Universalisation means enabling the set of internal process to accept the differences globally and give prominent importance to the desires, needs, and traditions of consumers from different cultures societies regions in order to offer tailor-made products to the customers and exceed their expectations.
2. Stronghold in the developing nations:
In the age when the developed economies have saturating demand, the focus on emerging economies is what will make the company moving on the path of growth trajectory. The brand has the extensive presence in the developing economies worldwide to address the same.
BCG Matrix in the Marketing strategy of Garnier-
The brand renowned for its know-how in harnessing the bounty of nature– fruits, seeds, buds and flowers in the Skin Care & Hair care products have highly beneficial properties.
Garnier’s both businesses vertical, skin care and hair care hold a significant market share in most of the markets it operates into therefore both business verticals are Stars in the BCG matrix
Distribution strategy in the Marketing strategy of Garnier–
The parent company has 42 factories worldwide and the brand operates in more than 140 countries globally. The company distributes its offerings through various channels such as retail outlets, pops & mom store, distributors, wholesalers, e-commerce websites.
For corporate customers and controlling the group franchises & business, the L’Oréal group have more than 89000 employees located in different countries worldwide.
Brand equity in the Marketing strategy of Garnier:
Garnier is one of the highest used skin & hair care brand used in used in Asia Pacific region. As per the Brand Finance report, the brand has been ranked 8th in the list of cosmetics 50 lists with the brand value $ 5062 million.
Also, the brand has been ranked 83rd among India’s most trusted brands, as per Brand Trust report 2014.
Competitive analysis in the Marketing strategy of Garnier-
Operating with four sub-brands and expertise is what driving the company and helping it in competing with a large number of national / International and local players globally.
In an industry where natural and Ayurvedic products are picking up, Garnier is focusing on the same line to capture the underlying opportunity of the changing market dynamics.
It competes with companies such as P & G’s Heads & Shoulders, Pantene, Revlon, Lakme, Ponds etc. The International Skin and Hair Care brand compete in the market with the help of seven sub-brands i.e. Garnier, Fructis, SkinActive, Ambre Solaire, Ultra DOUX, Nutrisse, and Olia.
Market analysis in the Marketing strategy of Garnier-
Penetration to the emerging markets, expanding brand portfolio / SKU’s are some of the strategies which are helping the company in being ahead in the market.
The presence of the local players, rising raw material prices, changing the lifestyle of people, increasing the bargaining power of the suppliers are some of the factors bringing in volatility in the market.
Customer analysis in the Marketing strategy of Garnier–
Due to change in lifestyle people now days are facing skin and hair fall problems and are very conscious about how they look. Garnier customer ranges from college going graduates to senior citizens but the majority of its customers are in the age group of 16-45 years.
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