array of products

ranging from styling

Garnier sells an Hair
productscare
to
array of products
ranging from styling Beauty shampoos and
conditioners. The
products to Shampoos and Products Garnier Pure
products currently
shampoos and
conditioners. conditioner
sold by Garnier are:
The INCLUDEPICTURE "http://en.wikipedia.org/skins-1.5/com
Garnier sells an
products currently array of and
products
Sleek Shine
Garnier
sold by Garnier is a worldwide
INCLUDEPICTURE
are: company affiliated
Garnier Pure with 29
"http://upload.wikimedia.org/wikipedia/commons/thumb/0/05/Garnier_Pure.jp
ranging
shampoo from styling
and cream
other INCLUDEPICTURE
brands owned by L'Oreal. As of 2009, Garnier
products to
conditioner
"http://en.wikipedia.org/skins-1.5/common/images/magnify-clip.png" \* MER
Sleek and Shine Garnier sells an shampoos and
has three
shampoo and cream product lines concentrating
array of products
on helping
Garnier Pure conditioners. The
Body and Volume
consumers
conditioner with personal appearance. ranging from stylingGarnier offers
products
shampoo currently
and cream
skincare,
Body and VolumeGarnierhair
sells ancare,
array hair color and styling products,
products to sold by Garnier
conditioner are:
shampoos and
which
shampoo and of are
cream distributed
products ranging in 16 countries.
conditioners. The The first Sleek and shampoo
Normal Shine
from styling products
Garnier
conditioner product
to shampoos and was made by Alfred Garnier in shampoo
products currently 1904, and cream
and conditioner and
sold by Garnier are: conditioner
a hair
Normal tonic. The
conditioners.
shampoo The full company name, Laboratories 2-1 Normal
products currently shampoo/conditione
Garnier,
and conditioner andoriginated in the 1920s
Sleek as
and a
Shineproducer of
Body
r and Volume
2-1 Normal sold by Garnier are:
haircare products made with organic ingredients.
shampoo/conditione
shampoo and cream shampoo and cream
conditioner conditioner
r Garnier Sleekcontinues
and Shine that mission today, as all of itsDry or Damaged
shampoo and cream
shampoo and cream
products are
conditioner made with natural
Body ingredients.
and Volume TheNormal shampoo
conditioner
Dry or Damaged shampoo and cream and conditioner and
L'Oreal
shampoo and creamGroup has owned Garnier conditioner
since 1965. 2-1 Normal
Body and Volume Sleek and Shine
Besides
conditioner introducing
shampoo and cream
Alfred Garnier's hair tonic in
shampoo/conditione
anti-frizz serum
Sleek1904, when people still used soap on their hair,r
conditioner Normal shampoo
and Shine and conditioner and Sleek and Shine
Garnier
anti-frizz serum has been the first to2-1 produce
Normal sun-care itemsDry or conditioner
deep Damaged
Normal shampoo and
(in 1936) and the
conditioner and 2-1 first to make a permanent
shampoo/conditione home
shampoo and cream
Sleek and Shine r conditioner
deep hair color
Normal (in 1960). Today Garnier is the number- Anti-Dandruff
conditioner
shampoo/conditioner shampoo and 2-1
one brand in Europe using natural ingredients. Sleek
Dry or Damaged and Shine
Anti-Dandruff
Anti-Dandruff shampoo and cream anti-frizz
shampooserumand
shampoo and Dry 2-1 or Damaged
So Garnier
Anti-Dandruff shampoo andiscreama mass market brand of L’Oreal that
conditioner conditioner
Sleek and Shine
produces
shampoo hair care products,Sleek
and conditioner including
and Shine the Fructis deep conditioner
Fine shampoo and
conditioner
line, as well as skin
Sleek and Shine anti- care products,
anti-frizz notably
serum the newer
cream conditioner
Anti-Dandruff
Fine Nutritionistand serumline. One of theirSleek
shampoofrizz keyandproprietary
Shine shampoo andGel
2-1
Hard Curl
creamingredients
conditioner is a
Sleek and Shine deep
fruit concentrate deep used
conditioner in all their
Anti-Dandruff
Hardproducts. It is a combination of fruit acids, vitamin shampoo
Soft Curl and
cream
Curl Gelconditioner Anti-Dandruff conditioner
B3 and B6, fructose and glucose.Garnier shampoo and 2-1 offers a Length and Strength
Soft Curl creamAnti-Dandruff
vast range of
shampoo and 2-1 hair color, hair care and
Anti-Dandruff skin care that
Fine shampoo
anti-split endsand
shampoo and cream conditioner
bring
Length you natural beauty. Forconditioner
Anti-Dandruff
and Strength the natural beautytreatment of
shampoo and
your
anti-split endshair and skin, we offer you more than simple
conditioner Hard
Body Curl
andGelVolume
treatment Fine shampoo and root lifting treatment
Fine shampoo and cream conditioner Soft Curl cream
spray
Body and Volume
cream conditioner
root lifting treatment Hard Curl Gel Length and Strength
Surf Hair
spray anti-split ends
Hard Curl Gel
Soft Curl cream treatment
Fortifying deep
Surf Hair
Soft Curl cream conditioner
Length and Strength Body and Volume
conditioner Length and Strength treatment spray
anti-split ends lotion conditioner
treatment
Fortifyingg deep
lotionproducts, providing advice and
Bodyroutines
and Volume adapted toHairand Volume
Surf
Body
conditioner root lifting treatment shampoo and cream
your Body
personal
and Volume needs. spray Fortifying deep
conditioner
root
Body and Volume lifting treatment
conditioner
shampoo and spray
cream Surf Hair Sleek and Shine
conditioner Fortifyingg
Surf Hair leave-in deep
Fortifying deep lotion conditioner
conditioning cream
Sleek and Shine conditioner
leave-in Fortifying deep
conditioner Body and
Color Volume
treated or
conditioning cream Fortifyingg deep shampoo
permed and cream
shampoo
lotion conditioner conditioner
and cream
Color treated Fortifyingg
or deep
lotion conditioner conditioner
permed shampoo Body and Volume Sleek and Shine
and cream shampoo and cream leave-in
Length and Strength
conditioner Body and Volume conditioner conditioning cream
shampoo and cream shampoo and cream
conditioner conditioner
Length and Strength Sleek and Shine Color treated or
Products
shampoo and cream
conditioner Sleek and Shine
leave-in permed shampoo
Curl and Shine
leave-in conditioning conditioning cream and cream and cream
shampoo
cream Garnier products conditioner
conditioner
Curl and Shine Color treated or
shampoo and cream permed shampoo Length andShine
Strength
Curl and
conditioner Color treated or and cream shampoo
permed shampoo and leave-inand cream
conditioner
cream conditioner conditioner conditioner
[This product has
Curl and Shine been
leave-in conditioner Length and Strength Curl and Shine
DISCONTINUED
[This productLength
has and Strength shampoo and cream shampoo and cream
shampoo and cream by Garnier.]
been conditioner conditioner
DISCONTINUED conditioner
Garnier Nutrisse
by Garnier.] Curl and Shine Curl andcolourant.
Shine
Curl and Shine (Hair
shampoo and cream shampoo and cream leave-in conditioner
Advertised in the
Garnier Nutrisse conditioner [This
conditioner UK product
using thehas
(Hair colourant. been
catchphrase,
Advertised in the Curl and Shine DISCONTINUED
"Nutrisse means
UK using theCurl and Shine leave- leave-in conditioner by Garnier.]The word
Garnier
catchphrase, sells an
in conditioner [Thisarray of products ranging from nourish".
product has been [This product has Nutrisse is actually
"Nutrisse means
styling products to shampoos
been and conditioners.
Garnier
a madeNutrisse
up word and
nourish". TheDISCONTINUED
word by
DISCONTINUED (Hair colourant.
does not appear in
Nutrisse is The products currently sold
Garnier.]
actually by Garnier are: Advertised
by Garnier.] in the
any known
a made up word and UK using the
Garnier language.)
Sleek
does not •appear in Nutrisse
and Shine shampoo and
Garnier cream
Nutrisse conditioner
catchphrase,
any known (Hair colourant.
• Body and Volume shampoo and cream
Advertised in the UK (Hair colourant. "Nutrisse
Garnier means
also
language.) Advertised in the nourish". The word
produces beauty
conditioner
using the catchphrase,
UK using the Nutrisse
products.is actually
The
Garnier also "Nutrisse means
• Normal
nourish". Theshampoo
word and conditioner
catchphrase, and 2-1 a made
beautyupproducts
word and are
produces beauty "Nutrisse means does not appear in
branded under the
products. TheNormal shampoo/conditioner
Nutrisse is actually a
nourish". The word any known
name Garnier Skin
made up word and
• Dry or Damaged shampoo
beauty products are and
Nutrisse is cream
actually language.)
Naturals due to their
branded underdoes
the not appear in a made up word and
name Garnier conditioner
any
Skinknown language.)
natural components.
does not appear in Garnier
These also
include:
Naturals due to their any known produces beauty
Garnier also produces
natural components. language.) products.
Garnier ThePure Range
These include:beauty products. The
beauty products are beauty products
(For Oily/Blemishedare
Garnier also branded
Skin) under the
Garnier Pure branded
Range under the produces beauty name Garnier Skin
name Garnier Skin
Skin) beauty products are natural components.
natural components. (Firming & Anti-
These include: branded under the These include:
wrinkle)
Garnier Lift Range name Garnier Skin
Sleek and Shine deep conditioner
(Firming•& Anti- Naturals due to their Garnier
Garnier Pure Range GarnierPure Range
Light Range
wrinkle) • Anti-Dandruff shampoo and
natural 2-1 Anti-Dandruff
components. (For Oily/Blemished
(For Oily/Blemished (Whitening/Brighten
shampoo and conditioner These include: Skin)
ing)
Garnier Light Skin)
Range
• Fine shampoo and cream
(Whitening/Brighten conditioner
Garnier Pure Range Garnier
Garnier Lift Range GarnierLift Range
Fresh Range
ing)
• Hard(FirmingCurl
& Anti-Gel (For Oily/Blemished (Firming
(For & Anti-
Skin) wrinkle)
Normal/Combinatio
• Soft
Garnier Fresh RangeCurl cream
wrinkle)
n Skin)
(For • Length and Strength anti-split Garnier ends
Lift Range treatment
Garnier Light Range
Garnier Light Range
Normal/Combinatio (Firming & Anti-
n Skin) • Body and Volume root lifting treatment spray
(Whitening/Brighteni (Whitening/Brighten
Garnier Soft Range
wrinkle) ing)
(For Dry/Sensitive
ng)
• Surf Hair Skin)
Garnier Soft Range
• Fortifying deep conditioner
Garnier Fresh Range Garnier Light Range Garnier Fresh Range
(For Dry/Sensitive (Whitening/Brighten (For
Garnier Nutritionist
Skin) • Fortifying
(For deep lotion conditioner
ing) Normal/Combinatio
Normal/Combination Range (New) (For
• Body and Volume shampoo and cream n Skin)
smoothening fine
Skin)
Garnier Nutritionist Garnier Fresh Range
Range (New)conditioner
lines & boosting
(For (For Garnier Soft Range
Garnier Soft Range skin radiance)
• Sleek
smoothening fine and Shine leave-in conditioning
Normal/Combinatio cream(For Dry/Sensitive
(For Dry/Sensitive
lines & boosting
• Color treated shampoo and n Skin)cream conditioner Skin)
Body (gradual tan)
skin radiance)Skin)
• Length and Strength shampoo Garnier SoftandRangecream Garnier
Garnier Nutritionist BodyTonicNutritionist
(firming
Body (gradualconditioner
tan)
Range (New) (For (For Dry/Sensitive Range
lotion)(New) (For
Skin) smoothening fine
BodyTonic Curl and fine
smoothening
• (firming Shine shampoo and cream conditioner.
lines & boosting skin lines & boosting(body
BodyCocoon
lotion) • Curl and Shine leave-in conditioner
Garnier Nutritionist . skin radiance)
radiance) moisturiser)
Range (New) (For
BodyCocoon (body
Garnier
moisturiser) alsotan)
Body (gradual produces beauty products.
smoothening fine The beauty
Body (gradual (foot
FootCocoon tan)
lines & boosting moisturiser)
products are branded under skinthe name Garnier
radiance) Skin (firming
BodyTonic
BodyTonic (firming
Naturals
FootCocoon (foot due to their natural components. These lotion)
HandCocoon (hand
moisturiser) lotion) Body (gradual tan)
include: moisturiser)
BodyCocoon (body
HandCocoon BodyCocoon
(hand (body
BodyTonic (firming moisturiser)
moisturiser) BodyRepair
• Garnier Pure Range (Forlotion)
moisturiser) Oily/Blemished Skin) (intensive body
• Garnier
FootCocoon Lift
(foot Range (Firming & Anti-wrinkle) moisturiser)(foot
FootCocoon
BodyRepair BodyCocoon (body moisturiser)
(intensive Garnier
• bodymoisturiser) Light Range (Whitening/Brightening)
moisturiser) Garnier Skin
moisturiser)
• Garnier
HandCocoonFresh(hand Range (For Normal/Combination HandCocoon
Naturals (hand
FootCocoon (foot moisturiser)
Garnier SkinSkin)
moisturiser) summerface 12hour
moisturiser) Moisturising Cream
Naturals • Garnier Soft Range (For Dry/Sensitive Skin) BodyRepair
BodyRepair Sun Kissed Look
summerface 12hour
• Garnier
(intensive Nutritionist Range (New) (For
HandCocoon (hand (intensive body
Moisturising Cream body moisturiser) moisturiser)
Garnier MEN -
smoothening
Sun Kissed Lookmoisturiser) fine lines & boosting skin radiance) Power Light 'India
• Body (gradual tan) BodyRepair Garnier Skin the
will pioneer
Garnier MENGarnier
- Skin Naturals
(intensive body Naturals
• Body Tonic
summerface 12hour(firming lotion) launch of this new
Power Light 'India moisturiser) summerface 12hour'
Moisturising Cream brand worldwide
• Body
will pioneer the Cocoon (body moisturiser) Moisturising Cream
launch of thisSun
newKissed Look Garnier Skin Sun
er Kissed Look
brand worldwide ' Naturals
Garnier MEN -
summerface 12hour Garnier MEN -
er Power Light 'India
Moisturising Cream Power Light 'India
will pioneer the
Sun Kissed Look will pioneer the
launch of this new
 Garnier MEN - brand worldwide '
Power Light 'India
er
will pioneer the er
• Foot Cocoon (foot moisturiser)
launch of this new
• Hand Cocoon (hand moisturiser)
brand worldwide '
• Body Repair (intensive body
er moisturiser)
• Garnier Skin Naturals summerface 12hour
Moisturising Cream Sun Kissed Look
• Garnier MEN - Power Light 'India will pioneer the
launch of this new brand worldwide '

To guarantee you complete satisfaction, Garnier

seeks to continually improve product performance by
addressing your specific needs using our long
expertise in hair care, hair colour and skin care.
Garnier products guarantee maximum effectiveness
in total harmony with your body, it rigorously do lab-
test all our new product propositions. Evaluated by
experts and consumers before being put on the
market, garnier products give you immediate and
visible results.

BUISNESS MISSION
“Garnier want to make each and every product which
makes people to take care of theirselves, feel
confident.”

Company’s goal is to make each and every product

which strengthen the beauty of person and make
them careful about them. That is why it has entered
in many product lines whether it is garnier shampoo,
garnier beauty cream, curl gel, body cocoon etc.

To meet its mission, company has launched 29

different products and now it starts with the
promotion of its new product that is “garnier
anticeptic cream”.
Marketing objective
As the winter season has started so main objective
to market anticeptic cream of garnier is to aware
people about the their skin problem that occur in
winters like dry perched skin of body mainly face
hands and even on cracks in feet then garnier is
helpful also. These problems have very high rate in
winters than any other fairness cream because in
winters, people’s main interest is to maintain their
skin soft rather then move more about fairness.

Situation analysis
Industry analysis:

Anticeptic industry mainly grows with the launch of

boroline in 1922 when the British were ruling on us.
From that time it was a very popular cream than
now. Then boroplus cream launched but due to its
sticky nature after that borosoft launched in 1996.it
is a very popular cream due to its non stick
characterstics.when we consider about anticeptic
creams then only boro creams comes in our mind
which are fully functional –with low cosmetic and
asprational appeal amongst the users. North and
east India were major primary markets for antiseptic
creams at least 75% sales come out from
them.anticeptics were charged low and middle sized
and lower class people are its major buyers.

Competitors
Major competitors of it are boro soft, ponds
nonsticky cold cream.
 • Boro soft

boro soft has made a remarkable success from 1996

when it was launch till now. Today it is the 3rd largest
brand in category of anticeptic creams with a market
share of 19%and it is enjoying 93% band
awareness. Its premium imagery has made it
possible to extend into equity into other skin care
products like borosoft dry skin soap and borosoft
thick lotion for dry skin.

Age group: 18-35

Market segment: lower class, middle class and

upper middle class.

• Ponds

Pond's moisturizer Cream was invented in the United

States as a medicine by scientist Theron T. Pond in
1846. Mr. Pond extracted a healing tea from witch
hazel, with which he discovered he could heal small
cuts and other ailments. Soon after, the product
would be known as Pond's Extract. Pond's
Company was merged in 1955 with
chesebrough.Manufacturing Company, which had a
good percentage of brands in the facial care field in
1987, the Chesebrough Manufacturing Company by
most known as "Chesebrough-Ponds", was acquired
by Anglo-Dutch company Unilever, giving "Pond's
Creams" a more international reach.

Actually Ponds was a moisturizer but funny fact

about it is that people considered it as anticeptic
cream in winter season. So considering it as cold
cream which indirectly satisfy most of needs that
today’s consumer satisfy from other antiseptic
creams like boro soft charmis etc. as ponds is cold
cream so it transfers dry skin to soft one that people
are demanding from anticeptic cream.

Age group: ladies above 20 years.

Target segment: upper middle class and higher

class people.

Customer profile

Our customers are mainly people between the

teenage and to matured persons i.e. between 15-
45.but hilarious facts about it is this if you said that
your cream is anticeptic then it will be mostly used
by every age group.

SWOT analysis

Swot analysis describes strength, weakness,

opportunities and threats garnier anticeptic cream
which are as follow:

Strengths

1. Garnier is already successful in its other skin

care prodects.there are higher chances of its
success.
2. Reliable and extremely knowledgeable scientist
in making of anticeptic cream.
3. Reliable product and product support.

Weakness
 1. Launching anticeptic cream with point of
difference of aloe Vera and some other natural
ingredients only is very risky. So there is need
for the addition of some other competitive
advantage.

Opportunities

1. As winters are coming so this is a good tim to

launch such a product.
2. Excellent product for adding in the product line
of existing skin care products.

Threats

1. we are targeting upper middle class and upper

class people, but there also positioning ponds
is strong from many years that its is very
risky and even borosoft whether it is made for
lower class and upper class people but still it
used by all segments due to brand loyalty
maintained by company.
2. Great threats of loss also as winters are
entered already, so we have very less time to
work on this project and make it successful.

Marketing strategy

Target market strategy

As we discussed already that there are mainly two

threats.
• First is existing many other companies’ small
and big selling antiseptic creams.
 • the second threat is that winters are already
enter and we have less time, so we need to
create brand awareness and loyalty towards
our product that it will be available at every
outlet.
So we segment our product according to following
attributes as follows:

Demographic

Age: 15-45
Family size: from every family size.
Gender: female
Income: upper middle class (Rs 120,000-160,000 p.a)
and high (above Rs. 160,000 p.a.).

Occupation: self employed (professional,

clerical/salesperson, supervisory levels, officers/junior
executives, middle/senior executives).

Education: graduate/postgraduate (general/professional)

Psychographic

Lifestyle: culture oriented and outdoor oriented

Personality: ambitious Within the demographic profile

three main mindsets of probable buyers could be identified.

Early Adopters - those who are interested in the new kind

of product as this product is made up of only natural
ingredients, so people who have craze for such kind of
products will be attracted to our product more than any
other.

Beauty conscious- Those who are recognizing the impact

of chemicals and would like to replace it with natural
products will like to buy our product.
Behavioral

Occasions: regular

Benefits: quality and reasonable price

Usage rate: heavy

Attitude towards product: enthusiastic

Targeting

We are mainly targeting metro cities which are delhi and

Mumbai and the people from upper class and upper middle
class which are ambitious.

Positioning

An antiseptic cream which makes your skin glowing in

winters, it is helpful for applying on cuts, wound, perched
area of skin. It is made up of natural ingredients, less use of
chemicals as compare to others. This is our main
competitive advantage as well as POD.

Campaign Objectives

Objectives are important to clarify and set an objective set

of targets that ought to be achieved by the planned actions.
Objectives exist on three levels;
• Corporate,
• marketing and
• Communication.

Corporate objective can be summarized as shareholder

wealth maximization and is ultimately achieved through
higher profits and increased sales.
Marketing objectives are the successful introduction of a
Marketing communication activities are a vital part in
achieving the above two and have to be Coordinated with all
other company activities (production, sales, purchasing).

- Strengthening the relationship with the garnier brand.

- adding more products to its cosmetic product line
- To diversify its business.
- The target market should be reached as fully as possible
- Customer and Consumers have to be made aware of a new
product and its brand name.

Creative Strategy

Garnier is offering antiseptic cream which no any other

competitors are offering. Our product is made up of natural
ingredients with negligible use of chemicals.

Communications Mix

There are various communication methods. but here two

important factors have to be considered when selecting the
communication for the garnier antiseptic which are as
• The type of product (high involvement) and
• its stage in the product life cycle (introduction).
These two factors influence the consumer/customer buying
behavior and therefore the mix has to be adjusted to fit
these conditions.

Public relations

Public relations can be defined as “The development and

maintenance of good relationships with different public
groups”. Public relations are useful because they enjoy a
high credibility at a low cost, but the exact message cannot
be controlled. This communication form will be of major
importance for the garneir antiseptic campaign as many
buyers draw their information from the media.
As we are using media such as tv channels newspapers and
magazines so we need to show our good impact on reporters
or generalist. so here public relation department’s
involvement should be high.
Marketing mix:

Product
Garnier is an antiseptic cream made up of whose main pod
is its ingredients. We need to use such ingredients
which have not any harmful effect at all. So we are
using glycerin, neem, banana, aloe Vera and some
other natural ingredients.
Glycerin: As all are making skins softer. Glycerin is
always known for making skin soft
Aloe Vera: is considered as a heeling element the
two are main ingredients of our product, one thing
also to be noticed that we will use less no. of
chemicals as possible.
Banana: makes skin glowing
By using this product you will always have soft and
glowing skin in winters.

Price
Price of garnier is reasonable according to needs and buying
capacity of target market we also price it according to
competitors’ pricing strategy. We will charge little more price
than competitors as according to our brand image.
As price of 20gm pack of borosoft is Rs.7. so will charge our
price according to it. We are proving our product in three
packs.
1. 20 gm pack of Rs.10.
2. 50 gm pack of Rs. 30
3. 100gm pack of Rs 70.

Place
Garnier’s headquarter is situated in Paris as it is a
multinational company .However home office location has
little to do with the actual distribution of garnier antiseptic.
Garnier will use following distribution channel.

• 0 level distribution channel: in this there are

manufacturer
and consumer.
• 1 level distribution channel: in this there are
manufacturer, retailer and consumer.
• 2 level distribution channel: in this there are
manufacturer, wholesaler, retailer, and consumer.
Our product is available at every retail shop, malls and in
every cosmetic shop. It is also available online on our
website www.garnier.com ,u can also buy it from there.
Company is also providing query center where customer can
share their problems with our specialist and they will tell
them the benefits of product and handle their queries about
their skin problem it another benefit which no any
competitor is providing.

Promotion

As the image of our product is branded so place where we

are launching our product is metro cities which are Delhi and
Mumbai. As we are making its image as superior than
competitors and having little bit more price than
competitors. So we will first launch it on place where people
can afford it easily and have trust on brand more and the
loyal customers of brand are more. We know that in metro
cities ladies use branded product more and garnier products
are considered as branded one, and loyal customers of
garnier are more in metro cities than in any other area. This
is beneficial for us to launch it in metro cities first and then
on all India level.
We also use direct marketing concept because our product is
new and there are more range of internet users and other
main reason is that more no. of people have shortage of
time and they want everything in less time so we are using
the concept of direct marketing where people can directly
buy our product online without any middle man.

Advertising
it is a paid form of non-personal mass communication from
an identified sponsor, should be the major communication
mix ingredient for this campaign. Advertising is controllable,
but expensive esp. TV. Advertising can be used to increase
awareness, create interest and inform about garnier
antiseptic cream. Customers or consumer are reached by
placing adverts in their target media.
It needs lot of advertisements should be aired on tv
channels mainly ‘saas bahu’ soaps because our target
segment watch that kind of shows a lot. It should be
advertised in magazines related to women and newspapers
a lot. This requires a huge investment of money. We need to
focus more on our natural ingredients that are our
competitive advantage as well as point of difference.
So we are advertising it on star plus, zee TV and colors
channel.
We will advertise it more and place it in stories through
famina, meri saheli magazine.
Celebrity endorsements: as women are more influenced by
celebrities mainly heroine they want to imitate them. So
keeping this point in mind we are hiring amrita rao to aware
people about our cream.

Implementation and control

MARKETING RESEARCH

Good marketer wants insight to help them interpret past

performance as well as plan future activities. They need
timely, accurate and actionable information about
consumer’s competition and their brands .they also need to
make the best possible tactical decisions in the long run.
Discovering a consumer insight and understanding its
marketing implication can often lead to a successful product
launch or spur the growth of the brand. Garnier is doing
extensive marketing research to understand consumer’s
preferences and also the competitor’s strategies. It has a
separate R&D department which conducts online as well as
offline surveys to know what consumers think about its
offerings and what their feedbacks are.
It also hires outer research agencies to know the reaction of
people outside and also collect information from retailer
about the product.

ORGANIZATIONAL STRUCTURE AND PLAN

As well established company garnier currently has many

members on its staffs. As this section matures into a stable
and profitable organization the need for employees will
grow. The first foreseeable employee need is in the area of
sales. The plan is to hire salespersons in early 2010 to
continue consulting and doing meeting with them on a
regular basis, while at the same time ensuring a steady
supply of for continued development efforts. To obtain the
financial flexibility needed to manage its cash flow
successfully the company has made contractors a significant
component of its workforce. It is also trying to Make its
distribution structure stronger and try to make good relation
with its marketing department, senior management and
other departments according to internal marketing concept
of holistic marketing.

FINANCIAL PROJECTION

Company is in very good position now as in 2005, the

company’s revenues increased by nearly 6.5% to US $18.1
billion, reflecting like-for-like growth of 4.8%. Total assets of
the company have increased from US$11.9 billion in 2000 to
US$25.4 billion in 2004. Revenues are expected to increase to
US$18.7 billion by 2006 and to US$22.4 billion by 2009. So
company can use its profit efficiently in building new product
which is in introduction stage and it can use its money
efficiently by good management so the financial objective is to
be financially solvent within the first two years of operation.
The various expenditure on various operational activities are
as follow-
Various expenses Cost (in Rs.)
Online advertising 1, 000, 00,000

Direct 500, 000, 00

Mail news
Letter

TV short 3, 000,000,00
Print 3, 000, 000, 00

Outdoor 1, 000,000,00

celebrity Endorsement Sales 2, 000,000,00

Promotion
Other(Promotions 4, 000,000,00
Sales Promotion
Personal
Dealer activity absorbed in
Overheads
Testing end of campaign
Evaluation)

First year total: Rs 6, 000, 000, 00,

Second year total: Rs 3, 000, 000, 00.
Total: 9 billion.
However I would recommend reallocating the budget. That
way the launch period communications can be intensified. As
in two years we will se the growth of product that whether it
will grow in future or we need to stop its production and
selling.

Sales objective

Sales of Rs 7billion by the end of 2010, sales of 15 Rs

million by the year 2011. Its other objective is to make
stronger image in the minds of customer about garnier
product in antiseptic sector.

SUMMARY

The recommended marketing and communications strategy

that makes use of advertising, PR, new media and direct
mail. Direct marketing will be provided by the existing
network of local dealers. Advertising will use TV, Print and
outdoor media to initiate purchases. The Internet will play
an important role for both advertising and direct mail, using
a modern medium to underline the advanced character of
antiseptic cream. However that this plan so far is only a
model/ plan, and not definitive, it can and is likely to change
esp. if pre or post-testing give negative results. Before
realizing the proposed action a long planning period with
frequent meetings of all parties is necessary to ensure the
integrity and unanimous messages of the campaign.

Bibliography & References

• http://en.wikipedia.org/wiki/Garnier
• http://www.ehow.com/about_5130307_garnier.
htm
• Financial Times 2008 – 2009. Various issues.
• http://www.thehindubusinessline.com/iw
/2005/03/06/stories/2005030600320900.
htm
• Marketing management: Philip kotler
1.