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Garnier case study

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Garnier is one of the major players in the Market which diversifies its Skin & Hair Care Product Range right from Shampoos, Conditioners, Skin Creams & Moisturisers to Facewash & Body Treatment Sprays.

Garnier is a sub-brand of Global Fashion major L’oreal which has its presence across countries like USA, Singapore, Italy, Australia, Canada, India and many others. Its an international Brand which is famous for its Cosmetics & Fashion products. Its a premium product which is meant for first class people who are concerned & conscious about their Skin & would want to make their skin & body look beautiful all the time.

Garnier is a mass-market product and it has come up in Indian Markets in a very big way after launching its Fructis Line of Shampoos & Conditioner which they identify as their Nutritioniste line. One of their key proprietary ingredients is a fruit concentrate used in all of their products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose.

1. Salience Dimensions of Garnier
i) Depth of Brand Awareness


Ease of recognition & recall
Strong Brand Image & its easy availability in Indian Market: Garnier is a Skin Care range of products that is widely available in Indian Retail Stores and it is easy for Customers to recall the brand if they are looking to buy Hair Shampoo or Conditioner or a Skin Cream.

Visibility of Bottles in Retail Stores:
The Green Color range of its Fructis Line of Shampoos & Conditioners make the bottles look apart from other competitive brands like Sunsilk & Dove.

• Strength of Clarity & Category Membership
Use of Fruit Concentrates in all of its Products which gives the Brand a Pure & atural Feel:
Since range of its Shampoos, Conditioners & Face Wash comes with Fruit Concentrate, it is very much liked by its Customers & they tend to show loyalty towards the brand.


Appearance of Modern Women as ambassadors & endorsers of product in their advertisements:
Garnier as a brand is endorsed by Celebrities such as Sonam Kapoor, Esha Deol & Isha Kopikkar, so it gives the Brand a very young, fresh & lively feel and attracts young girls who are in their teenage as well as modern & urbanised Women of today.

ii) Breadth of Brand Awareness

Purchase Consideration
Commitment & Quality of the Brand makes it stand apart from its Competitors:
All of Garnier Products gives me a lot of Satisfaction after its use, therefore, I have always felt a sense of Brand Loyalty towards Garnier and it is the only Brand that comes into my mind when I have to buy a
Conditioner or a Shampoo.

Brand justifies itself as a natural, fresh & clean Product to be used by teenage girls & young women:
Its specially focused Nutritioniste Line gives me a sense of feeling that I am not using any artificial & synthetic concentrate on my hair & Skin and therefore, I rely on the Brand which makes my hair look shiny & soft & my Skin soft & beautiful.


Consumption Consideration
Aims at Upper Middle Class of urban women who are conscious of making their Skin look beautiful:
Garnier is a Skin & beauty product which is aimed at a special segment of Urbanized, young & modern women who would want to make their skin look healthy & beautiful all the time. So, its price range is such that it caters to Upper-Middle Class segment of women and is very much favored by them. Brand Image of Garnier perceived as Caring & Concerned about beauty of Indian Women:

Garnier as a brand symbolizes Warmth & Affection being given to Indian Women as they are very much conscious of making themselves look fairer & soft & their hair look strong & beautiful. So, for new age modern women its always a better buy & a premium product to consider it to purchase & consume.


Advertisements focused on attracting new Customers to the Brand: The bottles of Garnier Shampoos & Conditioners & its other products are available in all sizes which makes it easier for its first-time buyers to give it a thought & consideration to use the product atleast once.


Performance Dimensions:

Primary Characteristics
Use of Fruit Concentrate as a natural ingredient in all of their Hair Products such as Shampoos & Conditioners
Key primary ingredient is fruit concentrate used in all of their products. It is a very pure & natural product as it is a combination of fruit acids, vitamin B3 & B6, fructose & glucose.
The name Garnier Skin Naturals is given because they use only Natural components to make their items.


Supplementary Features
Customization of Skin Products which suits all Skin Types & Hair: Garnier apart from producing only Styling products also is into market segment of Skin Care & beauty products.
Its Skin products are available into market for all Skin types: Normal, Oily & Dry and hair products are for Normal, Dry, Frizzy & Long hair as well. So, I can say that it suits to individual needs & requirements & provide nourishment as per what suits to each person’s body type & adaptabilty.


Product Reliability, Durability & Serviceability:
Soft & Wonderful feeling that Garnier’s Skin & Hair Products leaves after its use deeply influences Customers
Garnier is very much reliable & is a safe & trusted brand
to use as my experience has always been wonderful using its products. After using its Shampoo & Conditioner, it leaves hair shiny & soft & therefore, my hair looks straight & beautiful. So, the brand delivers exactly what it promises to provide. It stands out perfectly in all respects & parameters & is definitely a better choice to select in comparison to other brands available in market.


If a customer ever faces a problem with the packaging of the product or the product being different from its core composition & components, the company has a liability to replace the faulty product & has a commitment to solve the Customer’s apprehensions & complaints at the earliest. The Products of Garnier are very much durable as they totally focus on providing nourishment to an individual’s needs & demands & are class apart in quality which is why it has become so much popular in India.


Service Effectiveness, Efficiency & Empathy
Garnier as a brand is very Stylish, Urban & Effective to use which reflects Warmth & Caring feeling that it shows to its Customers
Garnier as a very popular brand has an effective service in fulfilling Consumers expectations & matches their changing needs & requirements. The Hair Color Range that Garnier has effectively launched in the Market has lots of buyers & consumers in Urban India especially metro-cities. It aims at fulfilling modern women demand who wants to be updated and in-line with latest trends & fashion.

The efficiency of Garnier products can be made out from the fact that its into Indian Markets for quite sometime now and is deeply penetrating its roots to become a household product & diversifying its product line even more by launching its special skin care products for Men.

The brand shows its empathy to its Indian Consumers as they have launched all their products variants catering to every women demands as according to their Skin Tone & Type.


Style & Design
Constant launch of new range of products as per changing needs of its Buyers & Brand’s loyal customers
Garnier Fructis Shampoo comes in a very attractive Green Colored bottle which signifies that it’s a very pure & natural brand which contains no synthetic harmful chemicals that could ruin its user’s Skin & Hair. So, it gives me a lot of satisfaction seeing that the product always lives up to its commitment & promise.

The Packaging of hair color that comes in various shades have become a fad among young & modern women & these days everybody tries to color their hair in all types of natural & basic colors. So, it all already conveys the message that the products are premium & are very trendy & in-sync with latest fashion & beauty demands.


Its Brand ambassadors such as Simone Singh also clearly states in its TV Commercial that it’s a product which is very much safe to use and apart from young women even middle aged women should also try using the product atleast once.


Price of its products is quite reasonable & affordable by Upper Middle Class of Indian Society
Garnier as a very class product has portrayed its image to be a part of uppermiddle class & to a very extent cater to the needs of middle class as well. The Shampoos of Garnier are priced at a range of Rs.135 & its Conditioners are priced at Rs.120, therefore, it has set price standards in such a way that it can easily be afforded by growing Indian middle class & if they would like to try out the sample of the product for the first time they could go for a small pack of its conditioners & shampoos & thus, could make up their minds of using the product in the long run if it suits them.


Imagery Dimensions:
i) User Profiles
Demographic & Psychographic Characteristics:
Garnier mixes well with new age modern women and thus, appeals to them the most. Its strategic positioning is to target women who would want to look beautiful and portray themselves as precious & special.

Actual or Inspirational:
The Brand is inspirational from the aspect that it shows Women to take care of their Skin & the essential parts of their beauty such as Skin which could make a lot of difference in their appearance & persona. If they look beautiful, they tend to become more self-confident & much more independent & have a positive attitude towards life.

Group Perceptions & Popularity:
It is very much popular with young women who would want to nourish their Skin with essential natural fruit ingredients which gives them a feeling of warmth & care. The Brand identity is such that it focuses on the essential daily beauty requirements of a metro woman.


ii) Purchase & Usage Situations:
Type of Channel, specific stores & ease of purchase:
Garnier is such an easily available Brand in the Market that anybody could see it in big retail Stores in India & even in small independent shops which are privately owned. This depicts the Brand’s strong Distribution Channel & thus, justifies for its availability all across the nation. The Brand has a strong image & thus totally in true sense a global brand with its presence across various countries & continents all over the World.

Time, Location & Context of Usage:
The Brand is such an essential Skin & Hair Care Product that it can be used
daily or in every 2-3 days in a week. Thus, the demand for its products is constant by its Customers. Since, it has a wide availability all across India we can get it even in small cities.

iii) Brand Personality & Values:
Garnier as a brand is perceived as being:

Soft & Caring
Upbeat & very Urban
Smart & Trendy
Pure & Natural


Garnier has always been consistent in living up to its Commitment & I take pride saying that it is a very good & excellent product to use. It is worth the value of money that I have always spent on its purchase.


The Brand’s newly launched Fructis line of Shampoos & Conditioners always generates excitement in Consumer’s minds to use the products in the first place & get a feel of warmth & affection that the product has to offer after its use.


Competence, Sophistication & Ruggedness:
Competency of the brand is undoubtedly a lot better than its competitors and it is an excellent product to be used by Consumers again & again.


iv) History, Heritage & Experiences:
Since, Garnier is a very established US based brand; people in Western Countries have a nostalgic feeling attached to it more than Customers who are here in India. My experience with the Product each time after its use has always been lovely & wonderful. The Smooth & shiny touch that its Shampoo & Conditioner leaves on my scalp & hair after its use is amazing. The other beauty products like its face wash always cleans my face from deep within the pores and therefore, I feel very soft & lively after using it.

Each of the Garnier products has its own uniqueness & that is why it is a very popular brand all across so many countries.

3. Judgement Dimensions
i) Brand Quality

Value & Satisfaction:
All of Garnier Products are worth the value for money spent on them. The Brand quality is undoubtedly the best & gives a tough competition to other brands available in the market. Garnier tries to cater to all of its Customer demands by launching brand new products such as Garnier Eye roll on, Garnier Light Matt effect creams & recently venturing out into Men’s Cream through which they are targeting a completely new segment.

Hence, we can say that Garnier absolutely lives upto its promise & commitment & delivers the best in class daily use products.

ii) Brand Credibility

Expertise, Trustworthiness & Likeability:
Garnier comes from the House of a very premium Fashion Major L’oreal which is widely known for its Cosmetics & Style Products. Therefore, it is assured that the products which Garnier launches under its brand name comes only after an intensive research conducted by its experts as it caters to Beauty segment & especially Skin Care products.

It is a very trusted brand all across nations like Netherlands, Portugal, Ukraine, Brazil, Russia, Spain etc. Hence, we can say that it is a very trustworthy & reliable brand.
I myself personally like Garnier products so much that I have maintained my loyalty towards the brand for last so many years now. It has become a part of my life & I associate with the brand so much as it depicts the true self of me & makes me feel more confident & alive.


iii) Brand Credibility

The various products being introduced by Garnier in the Market are true reflection of their consideration for its Indian Consumers & shows that its products are very much useful in their daily lives. The Brand provides a simple remedy for their Skin & Hair problems like skin tanning, hair fall, dry & frizzy hair. All such problems can easily be taken care of by Garnier if the Consumer considers to use it atleast once.

Hence, Garnier’s Skin Care products are very much justified & relevant to be used as the products are a complete solution to consumer’s everyday beauty related problems.

iv) Brand Credibility
• Differentiation:
The biggest strength of Garnier is its established Brand Image in Western Countries & now in Asian Countries as well. Its promised quality to Customer & its extension of Product Line as per needs of Indian Customers shows the differentiating factor of the brand from its rival Skin Care & beauty products. 4. Feelings Dimensions

• Warmth:
Garnier tagline says “Take Care”, which shows that they are concerned about beauty of its Indian Consumers and thus, all their products aim at providing extra warmth & support so that they could take special care of their Skin & Hair.

• Fun & Excitement:
All the products of the brand have always appealed to me as fun products to use especially the line of its Hair Color & Face Wash as it depicts all the current trends & fashion which are in vogue. So, its products contain all the more fun & excitement element in them which makes them look attractive & add more appeal to the Customer.


• Security:
The use of Nutritioniste Line i.e. fruit concentrates in essentially all of its Skin & beauty products provides a sense of security to the consumer that it uses no harmful chemicals & thus, is a very safe product to use. Garnier also has an element of substance associated with it as it idolises the likes of new age women & at the same time also caters to the need of women in their middle ages. So, it has a product for all age groups & considers each woman as special.

5. Resonance Dimensions
i) Behavioral Loyalty:
I am consistent maintaining my Loyalty towards the brand as all of its Products that I use fulfills my expectations totally. Its strong presence in the Market & its strong brand image signifies its deep presence in Consumer’s minds. ii) Attitudinal attachment:

I feel a sense of attachment & a strong association with Garnier as it has become an inseparable part of me and has gained my trust since the time I have started using it. The new line of products that’s being launched by Garnier also attracts me to try using them once & I feel all the more excited. I take pride saying that I use Garnier as my Skin Care product as it is very much liked by me & others as well who use it regularly. My love for using Garnier has only become strong for the last so many years & I am immensely happy using the product consistently.

iii) Sense of Community & Active Engagement:
Garnier through its various special programmes have made its presence felt all across the Indian Customer’s minds. The L’oreal Salons which are present in almost all major cities in India endorse Garnier Products as well as Garnier is their subsidiary & sister concern.

Garnier has its own Website which provides beauty tips to its Customers and has collaborated with Skin specialists & Hair experts who provide solutions to Customers for their Skin or Hair related problems. They also suggest treatments to Customers if they likely to go for one.

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