Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
9,114
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
323
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. GARNIER
  • 2. During all this period Garnier signature was only the logo … GARNIER (born in 1904 in France by the hand of a young chemist Alfred Garnier who decided to create a hair tonic based in plants and natural ingredients) 1980 GARNIER LAUNCH WITH AMBRE SOLAIRE AND CRISTAL COLOR 1981/82 1984 ULTRA SUAVE LAUNCH STILL A REFERENCE FOR PORTUGUESE FAMILIES STARTING BUILDING HAIR EXPERTISE 1987 STARTING STYLING FRANCHISE WITH GRAFIC TARGETING YOUNG PEOPLE GETTING STRONGER UMBRELLA BRAND
  • 3. Signature + Logo until 2001 : … GARNIER (communication based in brand essence – natural ingredients efficiency for a fantastic end result – and lifestyle, Targeting modern, fancy and happy people) 1992/93 SPREADING EXPERTISE TO FACE CARE SYNERGIE LAUNCH FRANCHISE UMBRELLA FOR ALL GARNIER FACE CARE SKU’S Synergie Lumi-Vitaminas Synergie C Synergie Pure 1998 FRUCTIS LAUNCH MAKES GARNIER GROWTH 53% NATEA LAUNCH (now NUTRISSE) LONG LASTING COLORATION BY YOUR OWN AT HOME 1999
  • 4. … GARNIER (following the same strategy but always updating grafic codes and target aspirational representation) 2002 BODY TONIC AND BODY COCOON LAUNCH START BUILDING EXPERTISE IN BODYCARE 2006 2007 LAUNCH OF RENO FRUCTIS WITH NEW CLAIM “ ALTA TECNOLOGIA NATURAL” RATIONAL DISTANT CLAIM PRODUCT FOCUSED NEW STRATEGY LAUNCH BASED IN CLOSE TO CONSUMER SPOKESPERSON ENDORSEMENT. HUGE SUCCESS AND CONQUER OF #1 MARKET SHARE NEW EMOTIONAL CLAIM “ CUIDA BEM DE TI” FOCUSED IN PEOPLE CONNECTING TO CONSUMER AND BUILDING PROXIMITY NEW ERA Logo 2002 /2004:
  • 5. … GARNIER (following central strategy but locally focused in building brand proximity and emotional engaging with people: understand their needs and offerering the best value for money products). 2009 LAUNCH ORQUID VITAL THE TOP EXPERTISE OF GARNIER IN ANTI AGING SEGMENT CONTINUING STRATEGY OF CONNECTING WITH CONSUMER AND USING REAL PEOPLE AS BRAND SPOKESPERSON ONE STEP FURTHER IN PROXIMITY WITH NEW COMMUNICATION ULTRA LIFT SONIA A. 2011
    • THE FUTURE….
    • AS BRIGHT AS THE LAST 30 YEARS IN PORTUGAL…..
    • BEING AT PEOPLE’S HEART
    • CONTINUING OFFERING NATURAL BEAUTY BASED ON THE BRAND FOUNDATIONS:
    • INNOVATION
    • NATURALITY
    • AFFORDABILITY
    • PROXIMITY
    USP: “EVERYDAY GARNIER OFFERS YOU A GREEN PERFORMANCE TO MAXIMIZE YOUR BEAUTY”
  • 6. ACESSIBILIDADE NATUREZA INOVAÇÃO
  • 7. ACESSIBILIDADE
  • 8. NATUREZA
  • 9. NATUREZA
  • 10. INOVAÇÃO
  • 11. PERFECT MATCH OF OUR VALUES WITH LOCAL VALUES Main women expectations in terms of beauty Source: TNS Brand Survey 2007
  • 12. GARNIER, #1 BRAND IN MODERN DISTRIBUTION Source: PDM Value Hypers + Supers + Lidl P10