Garnier Fructis is a hair care brand owned by L'Oreal. It was initially positioned in India using natural ingredients at competitive prices. However, Garnier repositioned the brand by launching new product lines like Fructis with ingredients to make hair stronger and shinier. Key strategies adopted included advertising, sales promotions targeting demographics, and expanding distribution. Market research found consumers are influenced by natural ingredients and may switch brands. In summary, Garnier successfully repositioned Fructis through new products and marketing to become a leader in the hair care segment in India.

1. MARKETING MANAGEMENT 1 PRESENTATION
BRAND DOSSIER OF “GARNIER FRUCTIS”

2. AGENDA
Introduction to Garnier
Brand Positioning and Repositioning
Strategies Adopted
 Advertising
 Sales Promotion
 Segmentation
 Distribution Strategy
Tackling Competition
SWOT Analysis
Market Research Analysis
Net Take Away
Recommendation

3. INTRODUCTION TO GARNIER
Garnier is a division of L'Oreal that produces hair care
products, including the Fructis line, and skin care products under the
name, Nutritioniste, 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.

4. BRAND POSITIONING AND
REPOSITIONING
INITIAL POSITIONING REPOSITIONING
Garnier Ultra Doux Shampoo Ultra doux to Garnier Fructis
- Ayurveda and natural Garnier Synergie to Garnier
ingredients Skin naturals
Competitive pricing devoid of The prices were set at a slight
any differentiation premium over mass brands
Garnier Fructis Shampoo + Oil
which eliminated the need of
two separate hair-care routines.

5. STRATEGY ADOPTED
Distribution
Segmentation
Sales Promotion
Advertisement

6. STRATEGY ADOPTED
ADVERTISEMENT STRATEGY
TV Commercials
Radio Promotions
News Papers
Magazines
Internet

7. STRATEGY ADOPTED
SALES PROMOTION
Viral Marketing Policy
Viral marketing describes any strategy that encourages individuals to pass
on a marketing message to others, creating the potential for exponential
growth in the message’s exposure and influence.
Contest
Introduced the aspect of five time’s stronger hair and the firm had a braid
competition whereby consumers could register on a site and create a knot
on the Fructis braid, as part of their entry into the contest.

8. STRATEGY ADOPTED
ADVERTISEMENT STRATEGY
Endorsement By Bollywood Stars
Company has chosen a prominent and internationally famous
Bollywood face Kareena Kapoor to give hair care tips to the
customers.
Kareena Kapoor has been chosen for Garnier endorsement
because of her popularity and her confidence and to make it
more reachable to the youths of India.

9. STRATEGY ADOPTED
Segmentation Strategy
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.

10. STRATEGY ADOPTED
Segmentation Strategy
Demographic Segmentation
Age Group
Teenagers - Garnier Fructis Kids hair Sporty Strawberry
Shampoo. Garnier targeted the segment between age
group say (5- 14).
 Income
Garnier’s main target categories are high income group
and middle income group

11. STRATEGY ADOPTED
Segmentation Strategy
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.

12. STRATEGY ADOPTED
Segmentation Strategy
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.

13. STRATEGY ADOPTED
DISTRIBUTION STRATEGY
Manufacturer
Wholesaler
Retailer
Consumer

14. TACKLING COMPETITION
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
Exclusive partnership with Teracycle Inc.

15. SWOT ANALYSIS
Strengths Weaknesses
Presence in Emerging Markets. High Price
 Strong R&D Capability. Limited Differentiation
 Variants available.  Late Entry into Asian markets.
 Unable to gain much of market
share.
SWOT Threats
Opportunities
Demand for Natural Cosmetics. Existing competition
 Changing Consumer Lifestyles. Price Competition among
 Beauty products market Branded Manufacturers
growing with a significant rate.

16. MARKET RESEARCH ANALYSIS
HYPOTHESES DESIGN
List of Hypotheses
RESEARCH INSTRUMENT
Sample Size and Data
Questionnaire design
Analysis tools
SURVEY FINDINGS
Analysis Inferences

17. MARKET RESEARCH ANALYSIS
HYPOTHESES DESIGN
Garnier Fructis provides
substitute for natural
ingredients used for hair
nourishment
List of
Hypotheses
Garnier Fructis makes the
hair long and Strong and
Shines with all its strength

18. MARKET RESEARCH ANALYSIS
RESEARCH INSTRUMENTS
Sample Size : 104 respondents
Data Analysis Tools :
Pie Chart
Histogram
Likert Scale
Rank Correlation
Questionnaire : A set of eight questions
designed to analyze our
hypothesis.

19. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
PRIMARY RESEARCH
Q 1. What do you use to clean your Q 2. Kindly specify the brand of hair care that you
hair? currently use
3% Shampoo User Pantene Dove
Head and Shoulders Garnier
Non Shampoo Others Loreal
User Sunsilk Clinic Plus
6% 6%
10%
9% 16%
97% 17%
22%
14%

20. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
Q6 : If you are asked to change your shampoo
will you go for it?
5%
May be. If I will get better
16% product, I may be willing to change.
No never
yes
79%
This graph shows 79% Of respondents are not Brand loyal and
Garnier Fructis can gain those consumers by strengthening its
marketing and distribution strategy

21. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
HYPOTHESES I
Q 7. Garnier Fructis contains natural ingredients which can replace traditional
way of cleaning hair
60
53
50
Strongly Agree
40
Agree
30 27 Neither Agree nor disagree
Disagree
20
13 Strongly disagree
10 8
3
0
Strongly Agree Agree Neither Agree Disagree Strongly
nor disagree disagree
Garnier Fructis contains natural ingredients which can replace
traditional way of cleaning hair.

22. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
HYPOTHESES I
Q 8. Ranking of Factors Influencing Purchase of
Garnier Fructis
45% 42%
39% 40%
40%
35% 31%
28% 27%
30%
24% ADEVERTISEMENTS
25% 21% 20% 22%
20%
18% 18% PACKAGING
20% 17%
15% 15% NATURAL INGREDIENTS
15%
FRAGRANCE
10%
5%
0%
1 2 3 4
Natural ingredients influence most the purchase of Garnier Fructis.

23. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
HYPOTHESES II
Q 4. What brand comes to your mind when you think of "Long and Strong Hair"?
3% Garnier Fructis
4%
8%
Head & shoulders
7%
Pantene
12%
56% Sunsilk
L'oreal
10%
Clinic Plus
Others
56% respondent relates Garnier Fructis with “Long and Strong Hair”

24. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
HYPOTHESES II
Q 05. Which brand from the given list do you associate the line
“Long and Strong Hair” with?
6%
12% Garnier Fructis
Clinic All Clear
11%
Head & Shoulders
3% Pantene
68%
Others
68% respondents thinks Garnier Fructis provides Long and Strong hair

25. MARKET RESEARCH ANALYSIS
SURVEY FINDINGS
HYPOTHESES I & HYPOTHESES II
Q 3. Rate the attributes in the order of importance.
4.15 4.21
4.5 3.78
3.47 3.36
4
3.5
3
2.5
2
1.5
1
0.5
0
INGREDIENTS ABILITY TO ABILITY OF THE ABILITY OF THE ABILITY OF THE
IN THE MAKE THE SHAMPOO TO SHAMPOO TO SHAMPOO TO
SHAMPOO HAIR SHINY REMOVE MAKE THE MAKE HAIR
DANDRUFF HAIR LONGER
STRONGER
The ability of the shampoo to make the hair stronger is the most
highly rated attribute.

26. MARKET RESEARCH ANALYSIS
NET TAKE AWAY
97% of sample size are shampoo users.
14% of sample size uses Garnier Fructis.
Most of the respondents agree that Garnier
Fructis contains natural ingredients.
62% of the sample size believes that Garnier
Fructis provides long and strong hair.

27. Presented By -
Debasish Devkumar Padhy
Namit Sachdeva
Sumit Khandelwal
Sumedha Dutta