Marketing mix of Garnier – Garnier marketing mix

Garnier is a deep-rooted brand name related to the cosmetics industry. The brand serves a mass market by supplying personal care products. Founded in the year 1904, the company was known by the name of “Laboratories Garnier”. Later in the year 1970, it was acquired by its parent company “L’Oreal”, however, the brand entered Indian market in the year 1992. Presently Garnier is a global brand with goods sold in countries all over the world. Some of the brands that provide stiff competition to this company are as follows –

• Nivea
• Emami
• Himalaya

Product in the Marketing mix of Garnier

Garnier is an international brand with definite product lines for various purposes. The products belong to the skincare under Nutritioniste and hair care regime under Fructis line targeted for different types of skin and hair. Garnier has many products along with its variants under its product portfolio. The brand entered the Indian market with a shampoo range called Garnier Ultra Doux Range.

Garnier range of products for women section includes the following –

• Skin care items- The products are White Complete Eye Roll- On, Garnier White Complete Face Wash, Daily Care, Pure Active, Gentle and Pure. These are for different needs of skin like perfection, cleansing, protection, removal of pimples, moisturizer, fairness, anti-imperfection and anti-aging.
• Hair care items- Fructis Long & Strong Shampoo, Fructis Good Bye Damage Shampoo, Fructis Normal Shampoo and Fructis shampoo Fall Fight.
• Hair colors– The products are available in black naturals and color naturals like red, brown and burgundy with Color Naturals Hair Color Shades 1 to

In keeping with the times, Garnier has launched a range of products for men. The products under this range include the PowerLight product range that has ingredients like anti- pigmentation. This provides natural energy along with the brightening and enriching of the male skin. The three items under this range are as follows-

• Garnier PowerLight Oil Control – It is a moisturizer used for fairness purposes.
• Garnier PowerLight Intensive – This is a moisturizer containing an ingredient SPF 15 for the specific purpose of fairness.
• Garnier PowerLight Intensive Face Wash- This product is for face and has ingredients causing fairness of the face.

For the kids section Garnier has come up with Garnier Fructis Kids Hair Sporty Strawberry Shampoo.

Place in the Marketing mix of Garnier

Garnier is a brand that has spread to various parts of the world, as its products are available in numerous countries.  Garnier luxury brand has a wide market in Asia especially in countries like India, Japan and China. The demand for cosmetics that are natural has led to the strong presence of Garnier in the emerging markets.

Garnier has a distinct distribution policy that has helped in the easy and convenient product distribution. The brand has gone for the usual system consisting of manufacturers and from them to the wholesalers. They provide to the retailers who in turn supply to various outlets from where the consumers can easily purchase the products. The products are available in almost all the retail outlets and at various shopping sites on the various websites. The company also has a capable R & D.  Garnier is a valuable brand who with its creative innovations has held together its efficient distribution channel successfully. It has retained all its intermediaries, as it is easier to negotiate with existing distributors than the newer ones.

In the year 2006, March, L’Oreal, the parent company of Garnier took over The Body Shop in a successful takeover bid. The Body Shop had distribution network in sixty-one countries with two thousand and four hundred stores. It has proved a blessing for the distribution of Garnier products specially the Power Light Range for men products.

Price in the Marketing mix of Garnier

In order to tackle the existing competition between the branded manufacturers the brand has decided to keep a value added pricing policy. For catering the needs of various segments of the society, the brand has developed different varieties of products. These are from reasonable to high price. Therefore, the pricing policies vary from product to product as they cater to diverse sections.

Some of the Garnier goods are of very high quality and they are at a premium pricing range as the policies are made with upper middle class people in mind. The competition in the prices amongst the competitors also helps the consumers as the brand is forced to offer schemes and discounts at regular intervals.

This brings down the actual prices of the product making the pricing policy of the brand reasonable.  Instead of being stuck in only premium-pricing category, the brand has wisely adopted smart pricing policies. This has helped in penetration of new kinds of market that is diversified and encourages larger sales volume and ultimately larger revenues.

Promotions in the Marketing mix of Garnier

In order to promote its products Garnier has adopted a very aggressive and dynamic marketing strategy. This is to counter the effects of its competitors and to create and maintain the consumer base. Radio promotions and television commercials are the most active channels of advertising along with ads in magazines, newspapers and hoardings.

 Garnier has also utilized the internet medium to promote its products to the online consumers. It is running an online campaign where ads are triggered by snaps of women who have remarkable skin. The company “Luminate” has been employed for identifying and tagging of the relevant photos. The thought process behind the ad was to make the consumers curious about the products that the women were using. Garnier has projected itself as a “Green Brand” with a characteristic and unique tagline “Take Care”. This tag line automatically represents the brands caring nature and thus connects emotionally with its consumers.

 In a different strategic move, the company stimulated the “Viral policy” of marketing. Under this strategy, the consumers were encouraged from person to person to pass a marketing message on the product. This exposure had a positive influence about the product on the consumers. For its ads, the brand has used a number of models, actors and celebrities both Indian and Foreigners. For an endorsement, the famous and prominent Bollywood Actor Kareena Kapoor Khan was signed as she represents the young and trendy new generation.

In the year 2011, Garnier entered in to a partnership with TerraCycle for the re-cycling of the product containers. It also decided to promote the use of biodegradable goods to encourage consumer awareness. This resulted in higher sales amongst the eco-friendly section of the society.