Brand positionin of Garneir

Prepared By:

Mehul Rasadiya

K.K.Parekh Institute Of Management

Creating the Brand Position

Positioning
The act of designing a companys offering and image to occupy a distinctive place in the minds of the target market.

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Brand Positioning
Quality

Customer wants and needs

Brand A

Company capabilities Competitive actions

Price

E F B

D G C

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Value Proposition
What the brand is
What the brand could be

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Value Proposition Examples

Company (Product) Godrej (chicken) Volvo (station wagons) Dominos (pizza) Target Customers Quality-conscious consumers Key Benefit Tenderness Price Value Proposition Premium 10% More tender golden chicken at a moderate price The safest, most durable wagon in which your family can ride. A good hot pizza, delivered promptly to your door, at a moderate price.

Safety-conscious upscale families

Convenienceminded pizza lovers

Durability and safety

Delivery speed and good quality

20%

15%

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Brand Positioning
Frame of Reference

Points of parity / difference

Brand mantra

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Brand Mantras
Nike authentic athletic performance Disney fun family entertainment

Brand Mantra Criteria:

Communicate Simplify Inspire

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Establishing Brand Positioning

Communicate
Internally Category Membership Category Benefits Compare to exemplars Product descriptor

Points of difference Points of parity

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Emotional Branding Lovemarks

Mystery Sensuality Intimacy

Emotional
Rational
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Emotional Branding
Share of Market

Share of Mind

Share of Heart

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Emotional Branding

Market Share

Mind Share

Heart Share

2011 2012 2013 2011 2012 2013 2011 2012 2013 Competitor A Competitor B Competitor C 50% 30 20 47% 34 19 44% 37 19 60% 30 10 58% 31 11 54% 35 11 45% 44 11 42% 47 11 30% 53 8

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Alternative Positioning Approaches

Brand Narratives / Storytelling

Brand Journalism

Cultural Branding

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Small Business Positioning

Creative, low-cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associations

Creativity
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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.

LOreal entered in India in 1992 with its Garnier Ultra Doux range of shampoos. Garnier accounts for almost 90%of the companys 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.

BRAND POSITIONING AND REPOSITIONING

INITIAL POSITIONING Garnier Ultra Doux Shampoo -

REPOSITIONING Ultra doux to Garnier Fructis

Ayurveda and natural ingredients

Competitive pricing devoid of any differentiation

Garnier Synergie to Garnier

Skin naturals The prices were set at a slight premium over mass brands Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair-care routines.

STRATEGY ADOPTED

Distribution Segmentatio n Sales Promotion

Advertisement

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