Garnier is a division of L'Oreal that produces hair and skin care products sold worldwide. In India, Garnier focuses on the high and middle income segments. It uses a variety of promotion strategies like TV, print ads, and celebrity endorsements. Over time, Garnier has repositioned brands like Fructis and introduced new products tailored for India, such as a 2-in-1 shampoo and oil. It segments consumers by gender, age, behaviors and uses to target different needs. While Garnier has strong brand recognition and distribution, it faces competition from brands like Head & Shoulders and must continually innovate to attract customers.

1. Garnier Fructis
Take Care
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2. INDEX
Introduction to Garnier
4 PS
Brand Positioning and Repositioning
Strategies Adopted
 advertisement
 Segmentation
Tackling Competition
SWOT Analysis
Competitors
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3. INTRODUCTION TOGARNIER
Garnier is a division of L'Oreal that produces hair care
products, including the Fructis line, and skin care products
under the name, Nutritionist, that are sold around the world.
L’Oreal entered in India in 1992 with its Garnier Ultra Doux
range of shampoos.
Garnier accounts for almost 90%of the company’s turnover in
India.
Having entered the country in 1992, the company
revolutionised its tactics by rolling out Garnier Colour Naturals,
a low-cost hair dye developed specifically for the Asian nation.
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4. GARNIERFRUCTICS
Parent Company Loreal
Category Personal Care brands – Hair Care
Sector FMCG
USP Shampoo + oil eliminates need of two
separate hair care routine
Product strategy New product in current market
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5. 4 Ps
Product
Price
Place
Promotion
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6. PRODUCT
SKIN HAIR BATH AND BODY
FACE WASH SHAMPOO BODY LOTION
MOISTURIZER HAIR COLOR DEODRANT
SCRUB CONDITIONER
EYES ANTI-HAIR FALL
CLEANSER ANTI-DANDRUFF
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7. PRODUCT
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8. PRICE
Garnier’s main target categories are high income group and
middle income group
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9. Place
Vast network across India
Available all over India
Follows a channel of distribution
Manufacturer
Wholesaler
Retailer
Consumer
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10. PROMOTION
TV Commercials
Radio Promotions
News Papers
Magazines
Internet
With the theme “APNA KHAYAL RAKHNA”
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11. BRAND POSITIONING AND REPOSITIONING
INITIAL POSITIONING
Garnier Ultra Doux
Shampoo - Ayurveda and
natural ingredients
Competitive pricing devoid
of any differentiation
REPOSITIONING
Ultra doux to Garnier
Fructis
Garnier Synergie to Garnier
Skin naturals
Garnier Fructis Shampoo +
Oil which eliminated the
need of two separate hair-
care routines.
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12. STRATEGY ADOPTED
Endorsement By Bollywood Stars
ADVERTISEMENT STRATEGIES
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13. STRATEGY ADOPTED
Demographic Segmentation
Gender
Men- Garnier MEN
conditioners, along with the shampoo, face wash,
moisturizer and oil control + moisturizer.
Women- Garnier Women
Garnier Hair Shampoo & Conditioner-Fructis
Shampoo, Fructis Anti Dandruff Shampoo, Fructis
Conditioners as well as other skin care products
Segmentation Strategy
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14. STRATEGY ADOPTED
Psychographic segmentation
 Garnier Fructis Anti Dandruff, the
dandruff control segment includes people
from all age groups with the exception of
children.
 Garnier Fructis Color shield, the color
protection segment is mainly comprised
of young people, teens, and a high
volume of the adult population.
Segmentation Strategy
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15. STRATEGY ADOPTED
Behavioral segmentation
 Garnier Fructis Daily Care is completely satisfying
needs and wants simply because it provides a
terrific hair care and a sense of uniqueness.
 Garnier Fructis focuses on four identified segments:
Dandruff control, color protection, moisture and
nutrition, and yet another with control of frizz,
waves and curls.
Segmentation Strategy
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16. TACKLING COMPETITON
Innovated new products at regular intervals.
Launched shampoo + oil 2 in 1 shampoo especially for
Indian market
Used blend of foreign and Indian models for marketing
strategy
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17. SWOT
Presence in Emerging
Markets.
 Strong R&D Capability.
 Highly popular brand due
to advertising and
marketing.
Excellent distribution
network
High Price
Limited Differentiation
 Late Entry into Asian
markets.
Demand for Natural
Cosmetics.
 Changing Consumer
Lifestyles.
Beauty products market
growing with a significant rate
Existing competition
Price Competition among
Branded Manufacturers
Strengths Weaknesses
Opportunities Threats
SWOT ANALYSIS
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18. COMPETITORS
Head and shoulder
Sunsilk
Pantene
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19. THANK YOU
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