Garnier case study Essay Sample
Garnier is one of the major participants in the Market which diversifies its Skin & A ; Hair Care Product Range right from Shampoos. Conditioners. Skin Creams & A ; Moisturisers to Facewash & A ; Body Treatment Sprays.
Garnier is a sub-brand of Global Fashion major L’oreal which has its presence across states like USA. Singapore. Italy. Australia. Canada. India and many others. Its an international Brand which is celebrated for its Cosmetics & A ; Fashion merchandises. Its a premium merchandise which is meant for first category people who are concerned & A ; witting about their Skin & A ; would desire to do their tegument & A ; organic structure look beautiful all the clip.
Garnier is a mass-market merchandise and it has come up in Indian Markets in a really large manner after establishing its Fructis Line of Shampoos & A ; Conditioner which they identify as their Nutritioniste line. One of their cardinal proprietary ingredients is a fruit dressed ore used in all of their merchandises. It is a combination of fruit acids. vitamin B3 and B6. fruit sugar and glucose.
Major FOCUS AREAS OF ASSIG ME T
1. Salience Dimensions of Garnier
I ) Depth of Brand Awareness
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Ease of acknowledgment & A ; remember
Strong Brand Image & amp ; its easy handiness in Indian Market: Garnier is a Skin Care scope of merchandises that is widely available in Indian Retail Stores and it is easy for Customers to remember the trade name if they are looking to purchase Hair Shampoo or Conditioner or a Skin Cream.
Visibility of Bottles in Retail Shops:
The Green Color scope of its Fructis Line of Shampoos & A ; Conditioners make the bottles look apart from other competitory trade names like Sunsilk & A ; Dove.
• Strength of Clarity & A ; Category Membership
Use of Fruit Concentrates in all of its Products which gives the Brand a Pure & A ; atural Feel:
Since scope of its Shampoos. Conditioners & A ; Face Wash comes with Fruit Concentrate. it is really much liked by its Customers & A ; they tend to demo trueness towards the trade name.
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Appearance of Modern Women as embassadors & A ; subscribers of merchandise in their advertizements:
Garnier as a trade name is endorsed by Celebrities such as Sonam Kapoor. Esha Deol & A ; Isha Kopikkar. so it gives the Brand a really immature. fresh & A ; lively experience and attracts immature misss who are in their teenage every bit good as modern & A ; urbanized Women of today.
two ) Breadth of Brand Awareness
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Purchase Consideration
Commitment & A ; Quality of the Brand makes it stand apart from its Rivals:
All of Garnier Products gives me a batch of Satisfaction after its usage. therefore. I have ever felt a sense of Brand Loyalty towards Garnier and it is the lone Brand that comes into my head when I have to purchase a
Conditioner or a Shampoo.
Brand justifies itself as a natural. fresh & A ; clean Product to be used by adolescent misss & A ; immature adult females:
Its specially focused Nutritioniste Line gives me a sense of feeling that I am non utilizing any unreal & A ; man-made dressed ore on my hair & A ; Skin and hence. I rely on the Brand which makes my hair expression glistening & A ; soft & A ; my Skin soft & A ; beautiful.
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Consumption Consideration
Purposes at Upper Middle Class of urban adult females who are witting of doing their Skin expression beautiful:
Garnier is a Skin & A ; beauty merchandise which is aimed at a particular section of Urbanized. immature & A ; modern adult females who would desire to do their skin expression healthy & A ; beautiful all the clip. So. its monetary value scope is such that it caters to Upper-Middle Class section of adult females and is really much favored by them. Brand Image of Garnier perceived as Caring & A ; Concerned about beauty of Indian Womans:
Garnier as a trade name symbolizes Warmth & A ; Affection being given to Indian Women as they are really much witting of doing themselves look fairer & A ; soft & A ; their hair look strong & A ; beautiful. So. for new age modern adult females its ever a better bargain & A ; a premium merchandise to see it to buy & amp ; consume.
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Ads focused on pulling new Customers to the Brand: The bottles of Garnier Shampoos & A ; Conditioners & A ; its other merchandises are available in all sizes which makes it easier for its first-time purchasers to give it a idea & A ; consideration to utilize the merchandise atleast one time.
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Performance Dimensions:
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Primary Features
Use of Fruit Concentrate as a natural ingredient in all of their Hair Merchandises such as Shampoos & A ; Conditioners
Key primary ingredient is fruit dressed ore used in all of their merchandises. It is a really pure & A ; natural merchandise as it is a combination of fruit acids. vitamin B3 & A ; B6. fructose & amp ; glucose.
The name Garnier Skin Naturals is given because they use merely Natural constituents to do their points.
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Auxiliary Features
Customization of Skin Products which suits all Skin Types & A ; Hair: Garnier apart from bring forthing merely Styling merchandises besides is into market section of Skin Care & A ; beauty merchandises.
Its Skin merchandises are available into market for all Skin types: Normal. Oily & A ; Dry and hair merchandises are for Normal. Dry. Frizzy & A ; Long hair every bit good. So. I can state that it suits to single demands & A ; demands & A ; supply nutriment as per what suits to each person’s organic structure type & A ; adaptabilty.
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Product Reliability. Durability & A ; Serviceability:
Soft & A ; Wonderful feeling that Garnier’s Skin & A ; Hair Products leaves after its usage deeply influences Customers
Garnier is really much reliable & A ; is a safe & A ; trusted trade name
to utilize as my experience has ever been fantastic utilizing its merchandises. After utilizing its Shampoo & A ; Conditioner. it leaves hair glistening & A ; soft & A ; hence. my hair looks consecutive & A ; beautiful. So. the trade name delivers precisely what it promises to supply. It stands out absolutely in all respects & A ; parametric quantities & A ; is decidedly a better pick to choose in comparing to other trade names available in market.
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If a client of all time faces a job with the packaging of the merchandise or the merchandise being different from its nucleus composing & A ; constituents. the company has a liability to replace the faulty merchandise & A ; has a committedness to work out the Customer’s apprehensivenesss & A ; ailments at the earliest. The Products of Garnier are really much durable as they wholly focus on supplying nutriment to an individual’s needs & A ; demands & A ; are category apart in quality which is why it has become so much popular in India.
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Service Effectiveness. Efficiency & A ; Empathy
Garnier as a trade name is really Stylish. Urban & A ; Effective to utilize which reflects Warmth & A ; Caring feeling that it shows to its Customers
Garnier as a really popular trade name has an effectual service in carry throughing Consumers outlooks & A ; lucifers their changing demands & A ; demands. The Hair Color Range that Garnier has efficaciously launched in the Market has tonss of purchasers & A ; consumers in Urban India particularly metro-cities. It aims at carry throughing modern adult females demand who wants to be updated and in-line with latest tendencies & A ; manner.
The efficiency of Garnier merchandises can be made out from the fact that its into Indian Markets for rather sometime now and is profoundly perforating its roots to go a family merchandise & A ; diversifying its merchandise line even more by establishing its particular tegument attention merchandises for Men.
The trade name shows its empathy to its Indian Consumers as they have launched all their merchandises discrepancies providing to every adult females demands as harmonizing to their Skin Tone & A ; Type.
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Style & A ; Design
Changeless launch of new scope of merchandises as per altering demands of its Buyers & A ; Brand’s loyal clients
Garnier Fructis Shampoo comes in a really attractive Green Colored bottle which signifies that it’s a really pure & A ; natural trade name which contains no man-made harmful chemicals that could destroy its user’s Skin & A ; Hair. So. it gives me a batch of satisfaction seeing that the merchandise ever lives up to its committedness & A ; promise.
The Packaging of hair colour that comes in assorted sunglassess have become a craze among immature & A ; modern adult females & A ; these yearss everybody tries to colourise their hair in all types of natural & A ; basic colourss. So. it all already conveys the message that the merchandises are premium & A ; are really voguish & amp ; in-sync with latest manner & A ; beauty demands.
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Its Brand embassadors such as Simone Singh besides clearly states in its Television Commercial that it’s a merchandise which is really much safe to utilize and apart from immature adult females even middle elderly adult females should besides seek utilizing the merchandise atleast one time.
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Monetary value
Monetary value of its merchandises is rather sensible & A ; low-cost by Upper Middle Class of Indian Society
Garnier as a really category merchandise has portrayed its image to be a portion of uppermiddle category & A ; to a really extent cater to the demands of in-between category every bit good. The Shampoos of Garnier are priced at a scope of Rs. 135 & A ; its Conditioners are priced at Rs. 120. hence. it has set monetary value criterions in such a manner that it can easy be afforded by turning Indian in-between category & A ; if they would wish to seek out the sample of the merchandise for the first clip they could travel for a little battalion of its conditioners & A ; shampoos & A ; therefore. could do up their heads of utilizing the merchandise in the long tally if it suits them.
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Imagery Dimensions:
I ) User Profiles
Demographic & A ; Psychographic Features:
Garnier mixes good with new age modern adult females and therefore. entreaties to them the most. Its strategic placement is to aim adult females who would desire to look beautiful and portray themselves as cherished & A ; particular.
Actual or Inspirational:
The Brand is inspirational from the facet that it shows Women to take attention of their Skin & A ; the indispensable parts of their beauty such as Skin which could do a batch of difference in their visual aspect & A ; character. If they look beautiful. they tend to go more self-assured & A ; much more independent & A ; have a positive attitude towards life.
Group Perceptions & A ; Popularity:
It is really much popular with immature adult females who would desire to nurture their Skin with indispensable natural fruit ingredients which gives them a feeling of heat & A ; attention. The Brand individuality is such that it focuses on the indispensable day-to-day beauty demands of a metro adult female.
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two ) Purchase & A ; Usage Situations:
Type of Channel. particular shops & A ; easiness of purchase:
Garnier is such an easy available Brand in the Market that anybody could see it in large retail Shops in India & A ; even in little independent stores which are in private owned. This depicts the Brand’s strong Distribution Channel & A ; therefore. justifies for its handiness all across the state. The Brand has a strong image & A ; therefore wholly in true sense a planetary trade name with its presence across assorted states & A ; continents all over the World.
Time. Location & A ; Context of Use:
The Brand is such an indispensable Skin & A ; Hair Care Product that it can be used
day-to-day or in every 2-3 yearss in a hebdomad. Therefore. the demand for its merchandises is changeless by its Customers. Since. it has a broad handiness all across India we can acquire it even in little metropoliss.
three ) Brand Personality & A ; Valuess:
Garnier as a trade name is perceived as being:
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O
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Soft & A ; Caring
Stylish
Upbeat & A ; really Urban
Smart & A ; Trendy
Pure & A ; Natural
Attractive
Valuess:
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Earnestness:
Garnier has ever been consistent in populating up to its Commitment & A ; I take pride stating that it is a really good & A ; first-class merchandise to utilize. It is worth the value of money that I have ever spent on its purchase.
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Exhilaration:
The Brand’s freshly launched Fructis line of Shampoos & A ; Conditioners ever generates exhilaration in Consumer’s heads to utilize the merchandises in the first topographic point & A ; acquire a feel of heat & A ; fondness that the merchandise has to offer after its usage.
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Competence. Sophistication & A ; Ruggedness:
Competence of the trade name is doubtless a batch better than its rivals and it is an first-class merchandise to be used by Consumers once more & amp ; once more.
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four ) History. Heritage & A ; Experiences:
Since. Garnier is a really established US based trade name ; people in Western States have a nostalgic feeling attached to it more than Customers who are here in India. My experience with the Product each clip after its usage has ever been lovely & A ; fantastic. The Smooth & A ; shiny touch that its Shampoo & A ; Conditioner leaves on my scalp & A ; hair after its usage is astonishing. The other beauty merchandises like its face wash ever cleans my face from deep within the pores and hence. I feel really soft & A ; lively after utilizing it.
Each of the Garnier merchandises has its ain singularity & A ; that is why it is a really popular trade name all across so many states.
3. Judgement Dimensions
I ) Brand Quality
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Value & A ; Satisfaction:
All of Garnier Products are worth the value for money spent on them. The Brand quality is doubtless the best & A ; gives a tough competition to other trade names available in the market. Garnier tries to provide to all of its Customer demands by establishing trade name new merchandises such as Garnier Eye axial rotation on. Garnier Light Matt consequence pick & A ; late embarking out into Men’s Cream through which they are aiming a wholly new section.
Therefore. we can state that Garnier perfectly lives upto its promise & A ; committedness & A ; delivers the best in category daily usage merchandises.
two ) Brand Credibility
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Expertness. Trustworthiness & A ; Likeability:
Garnier comes from the House of a really premium Fashion Major L’oreal which is widely known for its Cosmetics & A ; Style Products. Therefore. it is assured that the merchandises which Garnier launches under its trade name name comes merely after an intensive research conducted by its experts as it caters to Beauty section & A ; particularly Skin Care merchandises.
It is a really sure trade name all across states like Netherlands. Portugal. Ukraine. Brazil. Russia. Spain etc. Hence. we can state that it is a really trusty & A ; dependable trade name.
I myself personally like Garnier merchandises so much that I have maintained my trueness towards the trade name for last so many old ages now. It has become a portion of my life & A ; I associate with the trade name so much as it depicts the true ego of me & A ; makes me experience more confident & A ; alive.
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three ) Brand Credibility
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Relevance:
The assorted merchandises being introduced by Garnier in the Market are true contemplation of their consideration for its Indian Consumers & A ; shows that its merchandises are really much useful in their day-to-day lives. The Brand provides a simple redress for their Skin & A ; Hair jobs like tegument tanning. hair autumn. dry & A ; crisp hair. All such jobs can easy be taken attention of by Garnier if the Consumer considers to utilize it atleast one time.
Hence. Garnier’s Skin Care merchandises are really much justified & amp ; relevant to be used as the merchandises are a complete solution to consumer’s mundane beauty related jobs.
four ) Brand Credibility
• Differentiation:
The biggest strength of Garnier is its constituted Brand Image in Western Countries & A ; now in Asiatic Countries every bit good. Its promised quality to Customer & A ; its extension of Product Line as per demands of Indian Customers shows the distinguishing factor of the trade name from its challenger Skin Care & A ; beauty merchandises. 4. Feelingss Dimensions
• Warmth:
Garnier tagline says “Take Care” . which shows that they are concerned about beauty of its Indian Consumers and therefore. all their merchandises aim at supplying excess heat & A ; support so that they could take particular attention of their Skin & A ; Hair.
• Fun & A ; Exhilaration:
All the merchandises of the trade name have ever appealed to me as merriment merchandises to utilize particularly the line of its Hair Color & A ; Face Wash as it depicts all the current tendencies & A ; manner which are in trend. So. its merchandises contain all the more fun & A ; excitement component in them which makes them look attractive & A ; add more entreaty to the Customer.
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• Security:
The usage of Nutritioniste Line i. e. fruit concentrates in basically all of its Skin & A ; beauty merchandises provides a sense of security to the consumer that it uses no harmful chemicals & A ; therefore. is a really safe merchandise to utilize. Garnier besides has an component of substance associated with it as it idolises the likes of new age adult females & A ; at the same clip besides caters to the demand of adult females in their in-between ages. So. it has a merchandise for all age groups & A ; considers each adult female as particular.
5. Resonance Dimensions
I ) Behavioral Loyalty:
I am consistent keeping my Loyalty towards the trade name as all of its Merchandises that I use fulfills my outlooks wholly. Its strong presence in the Market & amp ; its strong trade name image signifies its deep presence in Consumer’s heads. two ) Attitudinal fond regard:
I feel a sense of fond regard & A ; a strong association with Garnier as it has become an inseparable portion of me and has gained my trust since the clip I have started utilizing it. The new line of merchandises that’s being launched by Garnier besides attracts me to seek utilizing them one time & amp ; I feel all the more aroused. I take pride stating that I use Garnier as my Skin Care merchandise as it is really much liked by me & As ; others as good who use it on a regular basis. My love for utilizing Garnier has merely become strong for the last so many old ages & A ; I am vastly happy utilizing the merchandise systematically.
three ) Sense of Community & A ; Active Battle:
Garnier through its assorted particular programmes have made its presence felt all across the Indian Customer’s heads. The L’oreal Salons which are present in about all major metropoliss in India endorse Garnier Products every bit good as Garnier is their subordinate & A ; sister concern.
Garnier has its ain Website which provides beauty tips to its Customers and has collaborated with Skin specializers & A ; Hair experts who provide solutions to Customers for their Skin or Hair related jobs. They besides suggest interventions to Customers if they likely to travel for one.
