INTRODUTION

The cosmetic industry is a profitable business for most manufacturers of cosmetic

products. By cosmetic products, we understand anything that is intended for personal care such

as skin lotions or sun lotions, face cream, shampoo, conditioners and other such products

meant to emphasize one's look. And Garnier produces these products and capture a good place

in the market.

The first Garnier product was made by Alfred Garnier in 1904, a hair tonic. The full

company name, Laboratories Garnier, originated in the 1920s as a producer of hair care

products made with organic ingredients. Garnier continues that mission today, as all of its

products are made with natural ingredients. The Garnier Group has owned Garnier since 1965.

Garnier currently has three product lines: Fructis, Nutrisse and Nutritionist. Fructis,

started in 1996, is the Garner line of hair care and styling products. Nutrisse, Garnier's hair color

line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn't as

successful in the United States as in Europe, hence the name change. Garnier started selling

nutritionist, its skin care product line, in 2005

Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap

on their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make

a permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using

natural ingredients.

IMPORTANCE OF GARNIER PRODUCTS:

Today’s cosmetic market is very congested and so many companies are trying to

capture the market with sophisticated technologies. Each product is differentiated by quality,

price, and size.

Garnier believes in beauty through nature. Scientifically developed and enriched with

selected natural ingredients, products help the people look healthy and feel good every day.

Garnier offers a vast range of hair colour, hair care and skincare that bring people natural

beauty.

Garnier gives guarantee and complete satisfaction, Garnier seeks to continually

improve product performance by addressing the people specific needs using expertise in hair

care, hair colour and skin care. Today most of the people prefer to use natural cosmetic

products and it is important to choose the correct products.

STATEMENT OF THE PROBLEM:

A study on Consumer Behaviors and Consumer Satisfaction towards Garnier products

in Chickmagalur Town” relate with the following matters. The researcher is in the urge to know

how much Garnier products playing an important role in case of cosmetic industry. The study

relates with the purchasing behavior of consumers and their satisfaction. The researcher has

the curiosity to know about how the consumers are satisfied through the various garnier

products.

OBJECTIVIES OF STUDY:

To identify the factors that influences the choice of garnier products.

To know the level of customers satisfaction in respective garnier products

The objective of our project is to comprehensively research on one of the most successful

sub-brands of Garnier- GARNIER.

Within Garnier, we have incurred a study on the hair care product range of Garnier that is

Garnier Fructis and Ultra Doux. We have essentially focused on shampoos and conditioners.

We have researched on the brand perception of the product by the customers and customer

loyalty towards the product.

The stress however has been on the PRODUCT out of all the four P’s and on the consumer

behavior and their perception towards the brand.

We have also focused on the current leading competitors of Garnier-Garnier and conducted a

brief study on their marketing strategies.

Inadequate knowledge or ignorance of the beauty products its use, choice of the products.

SCOPE OF THE STUDY:

The scope of the study is to identify how a garnier products attracts the consumers in

their buying behavior is analyzed in various criteria in the questionnaire.

RESEARCH METHODOLOGY:-

Primary Data

Primary data is the first hand data, which are selected a fresh and thus happen to be

original in character. Primary Data was crucial to know various customers and past consumer

views. The research is descriptive type of research survey includes research instrument like

questionnaire which can be structured and unstructured.

Secondary Data

Secondary data are those which has been collected by some one else and which

already have been passed through statistical process. Secondary data has been taken from

internet, newspaper, magazines and companies websites.

SAMPLE DESIGEN AND TYPE: Simple random sampling.

UNIVERSE : Chickmagalur

SAMPLE SIZE : Sample for questionnaire is 25 persons

SAMPLE UNIT : Sampling unit is individual customers.

STATISTICAL TOOLS : Bar charts, Pie charts.

SAMPLE:

While deciding about the sample of research, it is required from there searcher’s point to

pay attention to these under mentioned points:

a. Sample Units:

A decision has to be taken concerning a sampling unit before selecting a sample,

sampling unit may be age of graphical one such as state, district, village Etc. so in this research

sampling unit its individual consumer.

b) Source list:

It is also called sampling frame from which sample is to be drawn, it caters name of all the

items of a universe (incase offinite universe only).Researcher has to prepare it .

c) Sampling size:

This refers to the no. of items to be selected from the universe to constitute a

sample. This is a major problem before the researcher. The size of sample should

neither excessively large not too small, it should be optimum. This size of population

must be kept in view for this also limits the sample size. Sample size in this research is

25 customers.

d) Sampling procedure:

Finally the researcher must decide the type of sample he must be. That is he must

decide about the technique to be used in selecting items for the sample. In fact this technique or

procedure stands for the sample design itself. In this we used the random sampling on the basis

of first survey results, which is from 150 respondents.

INSTRUMENTS USED:

I collected from primary data through sample survey or census surveys from the selected

elements in malls and supermarkets . So for this purpose we have used the most popular tool of

primary data collection through direct communication with respondents. The tools we used are

questionnaires.

QUESTIONNAIRE:

This method is more popular. The questionnaire is sent to the person concerned to

answer the questions formatted and return the same soon. A Questionnaire consists of a

number of questions printed or typed in definite order on a form or set of forms. The

Questionnaire is sent to the respondents. In order to achieve there search objective it is

necessary to collect accurate and relevant data, secondary data are already published data

collected for purpose do the than the specific research needs a than Primary data that are

collected specifically for the research situation at hand, were collected by surveys, using

respondents surveys is one of the ways of collecting primary data namely observations,

experiments and surves.

Limitations of the study

1. Some of the respondents were unable to respond questionnaire due to their busy schedule.

2. This study is restricted to selected areas of Chikmagalur.

3. Research was unable to collect complete secondary data from the department.

4. Because of time constraint the study was limited to only 25 respondents.

5. In spite of above mentioned limitations every efforts has been made to counter them

effectively and present in the at most accurate from so as to make the study look complete

and useful.

Garnier Company Profile

Garnier  is a mass market cosmetics brand of  Garnier  that produces hair care and skin

care products. The company started as Laboratoires Garnier in 1904, Current product lines

include Fructis shampoos and conditioners, and Nutrisse hair color. Garnier is sold in numerous

countries wordwide, with specific product lines targeted for different skin types and cultures. In

2011, Garnier partnered with TerraCycle to promote upcycling of product containers and the

introduction of biodegradable products.

The first Garnier product was made by Alfred Garnier in 1904, a hair tonic. The

full company name, Laboratories Garnier, originated in the 1920s as a producer of

haircare products made with organic ingredients. Garnier continues that mission today,

as all of its products are made with natural ingredients. The Garnier Group has owned

Garnier since 1965.

Garnier Fructis Marketing Communication Strategy Introduced in 2003, Garnier Fructis

was Garnier’s answer to major competitors such as Unilever and P&G’s mass-market products.

Garnier Fructis entered the hair care market with its sleek and bright green bottles of extra

creamy shampoo that smelled like fruits and was infused with natural ingredients. With its salon-

inspired line of shampoos that ranged from dandruff control to color protection, Garnier Fructis’

objective was to capture market share in a wide range of benefit-oriented segments of the hair

care market.

Garnier Fructis offered consumers affordable but sophisticated hair care products that

promised to deliver on a range of needs. Garnier Fructis promoted its hair care products as

natural and high technology that offered everyday hair care needs for moisture, curls, dandruff

control, color protection, and nutrition. With such a wide range of products, Garnier Fructis

offered a one-stop shop for all hair care product consumers; a strategy followed by almost all

major hair care product manufacturers.

However, it was Garnier’s smart marketing communications strategy that enabled

Garnier Fructis to become a leading name in the consumer hair care market. With the support of

Garnier, its parent company, Garnier Fructis began its operations on a sound financial

foundation. In 2004, Maybelline New York, another subsidiary of Garnier, announced a $180

million marketing campaign in order to move Garnier Fructis from a niche brand to a national

brand.1 Garnier Fructis was introduced in the U.S. as a mass-market consumer hair care

product. Its successful debut overseas as a niche product served as a launching pad for its

introduction in the U.S. as a mass-market product. In order to create a successful national

brand, the brand message needed to be communicated effectively and efficiently. Garnier

Fructis’ marketing communications focused heavily on advertising, sales promotion, and public

relations.

We, Garnier Seatings, Bengaluru, are one of the renowned manufacturers and suppliers

of a wide assortment of Office Furniture, Banquet & Canteen Furniture. Our range is highly

appreciated by our clients due to its inherent features including elegant design, smooth finish,

seamless edge, durability, easy maintenance and the ability to withstand all climatic conditions.

Further, the range is extensively used in various application areas like schools, offices, hotels,

hospitals and banks.

Our state-of-the-art infrastructure is the perfect one that enables us to come up with a world

class range of products. It is installed with all the latest machinery and tools which help us in

carrying out our production process is smooth hassle free manner. The advanced machinery

coupled with diligent team that we possess is making wonders in our domain expertise.

Garnier Vision

Beauty is within us all. Every one possess its own natural beauty and every one has

the power to make that beauty shine through.

Garnier appeals to the type of women who is self confident, yet seeks to improve her

appearance

By taking care of herself she reveals her inner beauty and other people are drawn to

her. For garnier the aim of beauty is happiness and feeling at ease with others.

The Garnier Pure Active Multi-Action Scrub has two powerful actives formula:

Purifying Salicylic Acid Maximum Concentration - is one of the most powerful

anti-bacterial active that have Anti-microbial properties, Sebo-regulatory

properties and Exfoliating properties.

Reduces sebum production

Exfoliates the upper layers of epidermis to prevent blocked pores &

eliminates the impurities that causes acne

HerbaRepair™ - a natural blueberry fruit extract that stimulates the regeneration

of cells to help accelerate the resorption of marks.

The best Garnier products for your hair vary based on what type of hair you have and

what type of look you want to achieve. What makes the Garnier company and their products

different from the aisles upon aisles of hair care products already out there is that they use a

number of plant, fruit and vegetable extracts that have natural vitamins and minerals which

makes hair healthier and stronger in a natural way. Their wide variety of products range from

shampoos to conditioners and various gels to products meant for specific types and conditions

of hair. Check out the list of the Garnier hair products that are well reviewed and decide which

ones are right for your hair.

GARNIER TESTING POLICIES:

All products are the result of rigorous research and development and benefit from the

expertise of our multi-disciplinary scientists & research staff. Their discoveries are frequently

published in leading scientific journals and have resulted in several patents.

Garnier uses methodologies recognized by the international scientific community as part

of its products' development process which assess their safety and effectiveness.

Stages of research, development and evaluation at Garnier:

STAGE I: Garnier products benefits from scientific and customer research gathered from

several research centers and evaluation centers around the world.

STAGE II: Independent clinical studies to assess the effectiveness and safety of our

products. They can be done under dermatological or Ophtalmological control.

STAGE III: Consumer studies verify product effectiveness and consumer satisfaction

rates before the product is launched.

STAGE IV: Once products are launched; customer satisfaction surveys are also carried

out. These involve interviewing a statistically significant number of people who have

bought and used the products for several weeks. This information helps us to monitor

levels of satisfaction and we use this type of customer feedback to evaluate and improve

our products on an ongoing basis.

History

The story began when Alfred Armour Garnier, a young French chemist, created in

1904 the first branded product, a hair tonic that used natural ingredients (plant extracts),

launched at a time when people used soap to wash hair. GARNIER then launched shampoos

and conditioners, which were advertised in women's magazines and soon became popular. The

brand began to expand its product line in 1936 when it was the first to produce a line of

sunscreen products for skin. This allowed to expand the line of skin care with the launch of

products made with natural ingredients and fruit extracts.

In the 60s, the Garnier was the first manufacturer to

market a complete line of hair dyes for home use. The success of

this product, especially in Europe and the United States, drew the

attention of the French company L'Oréal, which bought the lab in

1965. Until then, GARNIER had a line of products targeted hair care

and skin care.

Innovation

Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap on

their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make a

permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using

natural ingredients.

Logo

GARNIER recently changed its branding with the launch of a new logo, a concept that is

more aligned with the roots of the brand: nature coupled with technology.

BOARD OF DIRECTORS

Jean-Pierre Garnier

Juhani Anttila

Robert J. Bertolini

Jean-Paul Clozel

Carl Feldbaum

Head office in India

Garnier India  PVT LTD address is 2ND Floor Peninsula Corporate Park Tower 1, G K Marg,

Lower Parel 400013 Contact Details Is +91-22-24983000. 

John J. Greisch

Peter Gruss

Werner Henrich

Michael Jacobi

Armin Kessler

Jean Malo

Garnier Product Profile

Products

Garnier currently has three product lines: Fructis, Nutrisse and Nutritionist. Fructis,

started in 1996, is the Garner line of haircare and styling products. Nutrisse, Garnier's hair color

line released in 2002, was originally called Natea when it debuted in 1998. Natea wasn't as

successful in the United States as in Europe, hence the name change. Garnier started selling

Nutritionist, its skincare product line, in 2005. Besides introducing Alfred Garnier's hair tonic in

1904, when people still used soap on their hair, Garnier has been the first to produce sun-care

items (in 1936) and the first to make a permanent home hair color (in 1960). Today Garnier is

the number-one brand in Europe using natural ingredients.

Garnier Seeds (India) Private Limited, was established in 1997 with it's first R&D

division and enter into commercial marketing in the year 2000. Although young in the corporate

history we have attained a rapid growth and by now established ourselves among top seed

companies in India. Garnier Seeds specializes in research, production, market development and

distribution of seeds.  We are dedicated to the breeding of vegetable and fodder seeds in order

to increase farmer productivity. We also do farmer awareness programs open field day to

enhance well being of the farming community. 

We take great pleasure in presenting you our latest edition of vegetable seeds

catalogue to familiarize to our existing and new up-coming products. Most of our open-pollinated

seeds and F1 hybrids are described in this catalogue. We invite readers to contact us for any

further information and shall be only happy to respond to such inquiry. Garnier Seeds family

pledge further to continue our improvement in all our division and wishes our customers a

profitable growing season with our new varieties.

Products Flow Chart

Garnier sells an array of products ranging from styling products to shampoos and conditioners.

The products currently sold by Garnier are:

Sleek and Shine shampoo and cream conditioner

Body and Volume shampoo and cream conditioner

Normal shampoo and conditioner and 2-1 Normal shampoo/conditioner

Dry or Damaged shampoo and cream conditioner

Sleek and Shine deep conditioner

Anti-Dandruff shampoo and 2-1 Anti-Dandruff shampoo and conditioner

Fine shampoo and cream conditioner

Hard Curl Gel

Soft Curl cream

Hair colour

Shampoos and conditioner

Hair Care

Beauty Products

Hair colour

Length and Strength anti-split ends treatment

Body and Volume root lifting treatment spray

Surf Hair

Fortifying deep conditioner

Fortifying deep lotion conditioner

Body and Volume shampoo and cream conditioner

Sleek and Shine leave-in conditioning cream

Color treated shampoo and cream conditioner

Length and Strength shampoo and cream conditioner

Curl and Shine shampoo and cream conditioner.

Curl and Shine leave-in conditioner.

Garnier also produces beauty products. The beauty products are branded under

the name Garnier Skin Naturals due to their natural components. These include:

Garnier Pure Range (For Oily/Blemished Skin)

Garnier Lift Range (Firming & Anti-wrinkle)

Garnier Light Range (Whitening/Brightening)

Garnier Fresh Range (For Normal/Combination Skin)

Garnier Soft Range (For Dry/Sensitive Skin)

Garnier Nutritionist Range (New) (For smoothening fine lines & boosting skin

radiance)

Body (gradual tan)

Body Tonic (firming lotion)

Body Cocoon (body moisturiser)

Foot Cocoon (foot moisturiser)

Hand Cocoon (hand moisturiser)

Body Repair (intensive body 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 consumers complete satisfaction, Garnier seeks to continually improve

product performance by addressing your specific needs using Garnier 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 Garnier new product propositions. Evaluated

by experts and consumers before being put on the market, garnier products give you immediate

and visible results.

Garnier Fructis Shampoo and Conditioners

Garnier Fructis products have fortifying shampoos and conditioners, which add strength

and vitality to any head of hair, as they contain something called a reinforced active fruit

concentrate. This unique ingredient evidently works within and on the surface of each strand of

hair to make stronger and fuller, allowing it to flow and shine as it naturally should. However,

different degrees of this Fructis shampoo and conditioner work on different types of hair.

There are Fructis shampoos and conditioners for everyday healthy hair, as well as

Fructis products for dry or damaged hair, offering them nutrition so that they can come back as

full as they once were. Other products yield smooth and frizz free hair for people whose hair

tends to dry out on a regular basis, while others will add waves and curls to those longer locks

of hair. You should buy a few of these products and see how they work specifically on your hair,

using them every other day or so. People have different amounts of natural oil on their hair,

which can yield a number of different looks when these products are used, some of which you

may not be happy with. So don't be afraid to do a little experimenting with the Garnier Fructis

shampoos and conditioners in order to find the ones that are right for you.

Anti-Dandruff Shampoo

Garnier also has an anti-dandruff shampoo that quickly repairs a dry scalp by adding

natural moisture back into the hair and onto the head. It has a double acting formula which

combines all the natural goodness the Garnier line is known for yet also adds Pyrithione Zync,

repairing the scalp, relieving itching and keeping flakes from returning, for at least the time

being. The Vitamin B3 also strengthens the hair at the same time, so that chronically dandruffy

hair will be able to recover more easily.

There are a number of different types of anti-dandruff shampoo in the Garnier line, which

deal with different degrees of dandruff, so determining the extent of your dry scalp will be an

important first step before buying the right hair product.

Volumizing Gel

Garnier's volumizing gel is also known to be one of the better styling gels out there, as it

not only effectively holds your hair in place but does so with the natural ingredients they put into

all of their products. This way your hair isn't caked and damaged by being smeared in chemicals

that are used to make many gels but rather vitamins and minerals that naturally absorb into the

hair over the course of the day, keeping the hair fortified and healthy by the time you need to

reapply the product. Different gels work for different types of hair, ranging from straight to curly

hair and some with more hold then others. For many people, a small couple of drops into the

palm of their hand are all they need to get the desired effect of natural hold to their hair.

Hair Coloring

Garnier has also made waves in the hair coloring market, by releasing a wide variety of

products to properly color people's hair. These products range from grey coverage to long

lasting color with the Nutrisse Cream, Belle Color and Herbashine product lines, which will

change or restore your old hair color for a good amount of time. Nutrisse Cream and Belle Color

have other benefits by giving hair a natural looking color, while Nutrisse Radiant Blondes hair

coloring offers both long-lasting color and is made ammonia free. There are even special effects

hair coloring products which are popular in the Garnier line, allowing you to frost & care for your

hair as well as use a multi-lights kit, adding all types of different highlights. If you are skilled with

these products, it could save you an incredibly expensive trip to the salon.

Garnier skin Care Analysis

Conventionally, women who really value their skin have not spent their beauty routine

budget on “drugstore” products. Garnier skin care is changing all that. Garnier has stated that

true beauty is a must no matter your budget. As a result, their products are tailor made to suit

every customer. Garnier designs a wide variety of beauty products. These products fall within a

wide range of prices. The company’s main goal is “to make beauty shine from the inside out”

with each and every product. The corporation believes that you will find yourself happier and

more at ease with others when you have also cared for yourself.

To appropriately consider Garnier for yourself, you need a little information

about the company. Getting more information about the ingredients and

principles behind Garnier skin care will help you decide if the product line is the

right one for you.

Garnier skin care’s focus is totally “about taking care.” This means that Garnier

focuses on the mental and physical results of good skin care. In addition,

Garnier product lines are easy to use.

This is ideal for people who do not have time for an extensive beauty routine.

Garnier is fast and make-up friendly. Nearly every product in the Garnier line

replaces an existing step in your routine and does not require more than a few

seconds to apply.

Garnier products are designed with women in mind. Garnier products and

packaging are designed to create and enhance confidence. Because of this,

the Garnier line improves health and looks. That is the source of Garnier’s use

of natural ingredients with proven effects.

Testing is very lengthy and thorough. This company makes efficiency a main

goal. Garnier beauty is always backed up by science. They do not include

extra, trendy ingredients that simply make products more expensive. Garnier

uses special research and technology to determine how dramatic their results

actually are. They also continue customer satisfaction surveys for the life of

every product.

Garnier creates all its products around natural ingredients. Vitamins B6 and B3

play critical roles. Fruit extracts, which were the basis for the original Garnier

product line, also are central. In addition to avoiding waste and focusing on

pleasurable efficiency, Garnier products are designed for any budget. Many

products are available for prices as low as three dollars.

You can build a total beauty regimen around Garnier skin care. Eliminate gaps

in a more expensive beauty regimen with these products to insure that you are

not leaving out important steps. Garnier skin care lines will satisfy any needs

that you have for a skin care or anti-aging regimen.

Garnier Face Wash

Garnier Face Wash is the ideal choice for a face cleanser that not only removes all the impurities from your face but also nourishes it and keeps it soft and supple. This face wash has a natural moisturizing agent to counteract the drying effect of water. It is a gentle cleansing agent that complements your skin’s natural balance.  It is available in four variants:

Garnier Light Fairness Face Wash: an effective daily face wash that helps you recover clear, radiant, even complexion.

Garnier Pure Exfoliating Face Wash: for combination to oily skin, this cleanser helps to remove excess oil and imperfections, preventing them from re-appearing.

Garnier Gentle Soothing Face Wash: a gentle yet effective daily face wash that suits all skin types.

Garnier Fresh Deep Clean Face Wash: ideal for combination to normal skin, it helps to cleanse your skin gently yet deeply, giving a sensationally fresh feeling.

HAIR CARE PRODUCTS

• Garnier Fructis Daily Care

Garnier Fructis Daily Care is fortified with Reinforced Active Fruit Concentrate - an

innovative combination of vitamins B3 and B6, fructose and glucose. Gentle enough for

everyday use, it nourishes, strengthens and smoothes each hair strand, keeping it balanced

and healthy-looking. Hair is up to 5x stronger, up to 5x smoother and so much shiner. The

result: Great-looking hair that is anything but ordinary.

• Garnier Fructis Color Shield

Garnier Fructis Color Shield is fortified with UV protectant and Reinforced Active Fruit

Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially

created to care for color-treated or highlighted hair, it penetrates inside the hair to moisturize

and strengthen it. With UV protectant, the formula helps keep your color-treated hair brilliant and

shiny on the outside. Hair is up to 5x stronger, up to 5x smoother and so much shinier, so color

looks brilliant longer.

Garnier Fructis Moisture Works

Drench your hair with moisture! Fortified with Reinforced Active Fruit Concentrate - an

innovative combination of vitamins B3 and B6, fructose and glucose - this creamy system helps

restore moisture in dull, brittle or dry hair. Moisture is replenished and brilliant shine returns.

Hair is up to 5 times stronger, up to 5 times smoother and so much shiny

• Garnier Fructis Sleek & Shine

Can your frizzy, coarse, rebellious hair withstand even the most humid weather? Get the

strength to fight frizz with Garnier Fructis Sleek & Shine. It's specially created to smooth dry,

unmanageable hair and contains Nutritive Fruit Micro-Oils - an innovative combination of apricot

and avocado oils, and vitamins B3 and B6. Hair is 5x stronger, 5x smoother and so much

shinier. The result: Long-lasting frizz control for hair that's incredibly sleek, even with moisture in

the air.

• Garnier Fructis Length & Strength

Impossibly long locks aren't impossible with Garnier Fructis Length & Strength!

Stronger hair grows even longer. It's the first anti-breakage system with Reinforced Active

Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose.

Specially created for hard-to-grow-long hair, this system reinforces hair, protecting it from

breakage and split ends.

Garnier Fructis Anti-Dandruff

Soothe your scalp! Created with Pyrithione Zinc and Active Fruit Concentrate - an

innovative combination of vitamins B3 and B6, fructose and glucose - this double-action formula

is gentle on your scalp, but ruthless on dandruff. It's a powerful force for healthy-looking hair

and the confidence that comes with it. It helps eliminate the symptoms of dandruff, effective with

the first wash, and makes your hair up to 3 times stronger! The result: No flakes guaranteed.

• Garnier Fructis Strength & Repair

Garnier Fructis introduces the Strength & Repair System to help reverse the signs of

damage in one week, leaving hair intensely nourished, repaired from the inside out and more

resistant to breakage. The formulas with Nutritive Fruit Micro-Oils - a combination of apricot and

avocado oils - nourish hair, and Ceramide Reconstructor to help repair and fortify hair.

SKIN CARE PRODUCTS

Garnier Pure Anti-blemish Products 

Garnier Pure Anti-blemish - Garnier Pore purifying Astringent, Garnier Pure Pimple Control Pen,

Garnier Pure Exfoliating Face Wash, Garnier Pure Deep Clean Gel Face Wash, Garnier Pure

Daily Treatment Cream.

Garnier Light Fairness Anti-Marks Products

Garnier Light Fairness Anti-Marks Products - Garnier Fairness Face Wash, Garnier

Fairness Wipe-off Lotion, Dark Spots Prevention moisturizer, Garnier Anti-marks & Fairness

concentrate, Garnier Total Comfort Nourishing + Anti-tightening cold cream, Garnier Light Matte

Mattifying Fairness Cream, Garnier Light Under Eye Dark Circle Lightening Cream.

Garnier Essential Cleansers Products 

 Garnier Essential Cleansers - Garnier Gentle Face Wash, Garnier Gentle Cleansing Milk, Fresh

Clean feel Face Wash.

Garnier Essential Care Products 

 Garnier Essential Care - Garnier Daily Moisturizing Lotion, Garnier Daily Moisturizing

Cream, Garnier Replenishing Night Cream, Garnier Eye Contour Gel.

Garnier Sun Control Products 

 Garnier Sun Control - Garnier Daily Moisturizer, Daily moisturizer SPF 15 / UVA +, Daily

moisturizer SPF 20 / UVA.

Garnier Wrinkle Lift Anti-ageing Products 

Garnier Body cocoon Body Moisturizers 

 

Garnier Wrinkle Lift Anti-ageing- Garnier Anti ageing Cream. Garnier Bodycocoon Body

Moisturisers - Intense Moisture Lotion.

Company Promotion Strategies

PROMOTION

Garnier has been very active and upfront in adopting new promotional techniques to

market its products. The company follows a very popular technique to advertise and market its

products that is the Viral Marketing policy. Viral marketing is a term coined to define the

productive ways a marketing message is made available. And corporate are using the medium

to circulate brands and brand messages. The idea has caught on like a virus, as efficiently as

Information Technology has entered households and businesses.

Firms are now structuring their businesses in a way that allows them to grow like a virus

and lock out the existing brick and mortar competitors through innovative pricing and

exploitation of competitors' distribution channels. The beauty of this marketing technique is that

none of it requires any marketing. Customers, who have caught the virus, do the selling. Viral

marketing describes any strategy that encourages individuals to pass on a marketing message

to others, creating the potential for exponential growth in the message's exposure and influence.

Like viruses, such strategies take advantage of rapid multiplication to explode the message to

thousands, to millions.

Off the Internet, viral marketing has been referred to as "word-of-mouth'', "creating a

buzz'', "leveraging the media'' and even "network marketing.'' It's a deceptively simple concept:

Create a message, send it via e-mail, and make it so compelling that recipients want to pass it

on to everyone in their address book. Advertisers are hot on the tactic, and the idea of putting

consumers to work spreading the word about a brand or service seems sound.

Relying on international ad campaigns:

Increasing its ad spend for the launch of its new products, Garnier has been relying

more on its international campaigns to make an impact in the Indian market. McCann Erickson

in Mumbai handles the Garnier and Maybelline account while Publicis India is in charge of

Garnier. "The ad accounts have been aligned according to our international affiliations with

these agencies and we try to have a mix of both the Indian and international ads," says Mr.

Rajgopal.

Garnier India currently has three brands in its consumer products portfolio and there are

product overlaps between its hair care, skin care and color cosmetics brands. Garnier, Garnier

and Maybelline have been defined by their price segments and positioning.

Promotional Strategy

The cosmetics giant is using hairdressing schools to stimulate demand for

products many Indians saw as an alien extravagance.

Above a bank in north Bombay, India’s future hairdressers are sculpting the tresses of

volunteer models more willing to let trainees loose on their hair than a seasoned local stylist

wielding a bottle of dye. “Everyone is very particular about their hair these days,” said Ruchi

Khater, from beneath a stack of silver foil at Garnier hairdressing academy.

For a customer who needs more than a trim, a visit to a hairdresser in India has

traditionally been something of a hair-raising experience. This was particularly true for fair-

haired Western women with layered styles and blonde highlights. They learnt the hard way that

Indian hairdressers know little of color beyond a jet-black rinse or a streak of henna.

That is not surprising as 85 per cent of Indian women have long, straight hair. Their

natural tone is dark and they prefer home remedies recommended by their mothers. Most still

use hair oil - vegetable oil, no less – rather than fancy conditioners.

It is a challenging environment for any company trying to sell packaged beauty products

– to the majority of India’s 1.1 billion people they are not only alien but also an extravagance.

PRICE

The target segment for any product is that homogeneous group of people which is

purported to be the most potential customer for the product. The market follows the Pareto

Principle, which says that 80 per cent of the sales come from 20 per cent of the people. Thus,

for any product, one of the major tasks of marketers is to identify the group of 20 per cent that

gives 80 per cent revenue of that product’s sale to the company. No surprise then that major

marketing efforts of companies attempt to attract the most potential group. In the present stage

of immense competition, companies are required to effectively plan their pricing strategies to not

only retain current customers but to also expand the customer base by targeting new segments

with an aim to convert them into loyal customers.

Trying to strike a balance in its pricing strategy for the Indian market, Garnier India

Private Ltd believes that by introducing more stock keeping units (SKU's) it will be able to tide

over the steep pricing of its products.

Marketing Manager, Garnier Consumer Products, told Business Line that, "We are

looking at pricing in the Indian context and there is a kind of balance we have struck.

Considering the large number of SKU's that we already have worldwide, it is possible to market

the products at an almost comparable pricing."

Considering the company has set up its manufacturing facilities in Pune and has also

been sub-contracting its products, it has been easier for it to control its prices in the Indian

market.

For aspirational products Garnier has adopted an international pricing strategy, which

may not be the case for the rest of the products. However there is no hard and fast rule

Besides, the company has also been customizing its products for the Indian market and

there is expected to be a blend of both international as well as Indian formulations for its

products. For instance its Garnier brand of Color Naturals is an `Indianised' product.

Garnier’s innovations always start from its luxury brands then penetrate to the brands in

different price level and different markets eventually implemented in its consumer brands.

The innovations based on the same technology platform will reduce the cost. The knack

for Garnier to create the advantages is to spread around strategic investment by sharing the

production of innovation between different product divisions. Garnier not only focuses on the

single brand but also pays attention to the technology relevancy in the series of brands. For

example, Garnier first introduced a break through anti-aging composite by using Lancôme

brand. Subsequently, it was implemented in Vichy brand and brought into the consumer product

division eventually.

The broad distribution channel of consumer products was used to promote this

technology at last. In term of same products in the different market, Garnier also exerts the

technology platform to meet the specific needs of consumers. From Garnier’s experiences, the

core technology platform is a key component to the success of an international company with

complicated brand house. Without leveraging the resources between brands, it will cause

increase of operational cost and waste of resources and will be very hard to manage the

Garnier’s sophisticated brand architecture. Other than building the brand structure according to

the product identity, Garnier relied on distribution channel to carry out its strategy of brand

structure. There are four product departments in Garnier’s structure.

Every department has several brands and each brand has many names. They are

conspicuously different in packages and with distinct image and advertising. The different

brands share the resources of distribution channel and have high integration effect on

management. The luxury brands of Garnier are sold in strictly selected distribution channel like

department store, perfumeries and tax free shop. Professional products are provided to the

hairdressers. Active cosmetic products are sold in pharmacists. The most important sector

consumer products are distributed through mass consumption channel like department store

and supermarket.

Garnier has formed a brand matrix with great power of integration. Any new brand

merged into the relevant channel will fully utilize the resources in existing channel as well as

expand Garnier’s whole distribution channel by integrating its original channel. The

dissemination of brand will improve company’s overall influential power.

Garnier recognized the leverage effect of it brand and focus its propagandas on brand rather

than propagandas on particular product. It is dedicated in building the relationship between its

brand and the market. It aims to enhance brand power by maintaining the good image in

publicities. Garnier’s efforts were also embodied on its marketing strategy. It always

concentrates on supporting those brands which can mostly represent its advantages and

leverage resources to those premium products.

Firms that aim to expand internationally or strengthen market position tend to acquire

new brand into the brand architecture. Acquiring influential and well positioned brand is an

important strategy of Garnier in developing its brand architecture. It achieves rapid growth by

acquiring brand in same or related business and is continually seeking these opportunities in the

worldwide scope. Garnier expanded its brand architecture by acquiring Maybelline brand in

1996, which was a very successful transaction. The Maybelline’s image was enhanced by

branded Garnier while Garnier got complementary in its brand architecture. Recent years in

Asia, it acquired the third skincare brand Mininurse in China and Japanese top luxury brand Shu

Uemura. These acquisitions represent Garnier’s ambition to Asian market.

They have the same product business with Garnier. In China the acquisition will

enhance GarnierÂ’s market position in skincare and acquire distribution channels Mininurse

had. It is also a preparation for the future expansion in the most fast-growing market China. By

acquiring Shu Uemura, Garnier want to use this Japanese brand to compete with SK-…¡which

was a competitor in the same level, in order to meet the trend of prevalence of Japanese

cosmetic brand in Asia. This is considered to be an effective and cost-efficient strategy which is

consistent with Garnier’s overall brand architecture.

PLACE

To run a company in profit the place factor out of the 4p’s of marketing mix plays a very

crucial role. This includes decisions about where to sell the product or concerns about where

the customers are, and how to get to them. It also includes the "channel of distribution" -

meaning, all the different middlemen a company use to get the product out to the customer.

Garnier runs a massive worldwide operation employing nearly 62,000 men and women of

various races, backgrounds and religions across nearly 60 countries. Part of the reason for the

corporation’s success has been its sensitivity not only to its consumers but also to each and

every one of its employees.

The corporation has made sure that all their employees have opportunities to develop

themselves both personally and professionally.

This commitment by the corporation to take care of their own employees has resulted in

Garnier being rated by the European business school students as The Employer of Choice for

the year 2006. With over a century of experience in the cosmetics industry, Garnier has

established 19 global brands and produces them in 40 factories across the world. These

factories are all state of the art and ISO 140001 certified and all of their industrial sites are

audited with the standard SA 8000 (Garnier Corporation).

The corporation makes sure that every product that rolls out from their factories

complies with their own high standards and meets or exceeds quality and safety standards set

by local governmental agencies such as the Food & Drug Administration of the United States of

America. Garnier’s success in the cosmetic industry is due not only to their high quality, but also

to the corporation’s marketing efforts to make sure their various brands have a strong market

presence. In past 100 years that it has expanded, it has supplied to 130 countries with offices in

58 different countries. To make its presence feel in different parts of the world Garnier has

acquired many different companies like “The Body Shop International plc”, known as The Body

Shop, which has over 2,000 stores in more than 50 countries.

ANALYSIS OF INDIAN MARKET

Garnier being an important brand of Garnier in both hair care and skin care is available

all round the globe easily. In Indian market the hair care products of garnier like “garnier fructis”,

“ultra doux” etc is available in both organised and unorganized retail shops in India. The high

end skin care products like “Nutritionsite” are available only in selected retail outlets in country.

In India Garnier manufactures its products in Pune whereas it’s registered office is in Mumbai.

To popularize its product line Garnier has occupied brand corners in many big malls and

retail outlets in which garnier products get a major chunk. Garnier has tie ups with many big

beauty salons and parlors who can promote and sell its products. Over the past decade the

company has trained more than 30,000 hairdressers in India in the use of its products. And it

has helped to establish about 300 salons in the past five years.

The theory is simple: If there is no natural demand for your goods, stimulate it. “We have

created a profession and a market,” Didier Villanueva, Garnier India’s country manager, said. “If

you train people they will use your products.” Its sales in India, where it is No 2 behind Unilever,

are growing at 35 per cent a year.

This year, they are about €100 million (£71 million). Although Garnier professional

products division represents only 17 per cent of total revenues, hair color was the Paris-based

group’s genesis and remains the creative heart of the business. Money-spinning mass-market

brands such as Garnier are being pushed hard in India, where the company estimates there is a

market of 50 million. Garnier products are easily available for sale on many websites in India.

SWOT ANALYSIS OF GARNIER PRODUCTS

Strengths

Strong and Focused Brand Portfolio.

Presence in Emerging Markets.

Strong R&D Capability.

Variants available.

Geographical Coverage.

Weaknesses

Dependence on Western European Markets

Late Entry into Asian markets.

Unable to gain much of market share.

Opportunities

M&A Opportunities.

Growth in Adjacent Categories.

Demand for Natural Cosmetics.

Growth of Direct Sales Channels

Changing Consumer Lifestyles.

Rural market growth.

Beauty products market growing with a significant rate.

Threats

Competition from Private Labels.

Price Competition among Branded Manufacturers.

Garnier is a worldwide company affiliated with 29 other brands owned by Garnier. As of

2009, Garnier has three product lines concentrating on helping consumers with personal

appearance. Garnier offers skincare, hair care, hair color and styling products, which are

distributed in 16 countries. The first Garnier product was made by Alfred Garnier in 1904, a hair

tonic. The full company name, Laboratories Garnier, originated in the 1920s as a producer of

haircare products made with organic ingredients. Garnier continues that mission today, as all of

its products are made with natural ingredients. The Garnier Group has owned Garnier since

1965. Besides introducing Alfred Garnier's hair tonic in 1904, when people still used soap on

their hair, Garnier has been the first to produce sun-care items (in 1936) and the first to make a

permanent home hair color (in 1960). Today Garnier is the number-one brand in Europe using

natural ingredients.

So Garnier is a mass market brand of Garnier that produces hair care products,

including the Fructis line, as well as skin care products, notably the newer Nutritionist line. One

of their key proprietary ingredients is a fruit concentrate used in all their products. It is a

combination of fruit acids, vitamin B3 and B6, fructose and glucose.Garnier offers a vast range

of hair color, hair care and skin care that bring you natural beauty. For the natural beauty of your

hair and skin, we offer you more than simple products, providing advice and routines adapted to

your personal needs.

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.

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.

Marketing strategy

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

DirectMail newsLetter

500, 000, 00

TV short 3, 000,000,00

Print 3, 000,000,00

Outdoor 1,000,000,00

celebrity Endorsement Sales Promotion 2,000,000,00

Other(PromotionsSales PromotionPersonalDealer activity absorbed inOverheadsTesting end of campaignEvaluation)

4,000,000,00

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.

SOCIAL RESPONSIBILITY

As pioneers and visionaries in the field, Garnier has had a Family Code of Conduct since

the 70's, which incorporates the highest values of the founders towards the organization.At

Garnier all business decisions are based upon the principles of respect and integrity.

Compliance with these principles is provided by a formally defined Ethics Code, which governs

all actions to safeguard responsible conduct and a work environment that protects the values

and rights of all associates. This Code also provides the procedures for receiving questions and

complaints.

Garnier seeks to attract talent through a professional and transparent selection process;

100% of all associates are selected and hired based on technical criteria. Every year the

company's organizational climate is assessed, and participative action plans are in place to

improve job satisfaction. Training programs for professional development are also provided.

ENVIRONMENT

Costa Rica boasts unique natural wealth, and worldwide renown and projection. Garnier

& Garnier develops innovative real estate solutions that strive to improve not only the quality of

life of its clients but also sustainability and protection of their surrounding environment.

Higher profitability with environmental efficiency is sought with the following actions:

Minimizing the development's construction footprint (Viva)

Maximizing natural lighting (FlexiPark)

Green elements and roofing (Lindora Corporate Center)

LEED Certification for constructions (St Jude Medical – Coyol Free Zone)

Intelligent lighting and water use systems (Coyol rainwater lagoon)

Using environmentally friendly materials (Belen Corporate Center)

Planting native species (Hacienda Espinal)

COMMUNITY

Garnier is an active member of the communities where it operates, which allows the

company to learn about the main problems and challenges they face. We work together with

municipalities, community associations and various government entities. The Group's focus is

aimed at strengthening community capabilities to manage its resources. Social investment goes

beyond philanthropic programs.

Some of the actions undertaken by Garnier in this field are:

"I like my school" Program - Coyol Free Zone

Donation of the Melba Pinto computer lab to the Lagos del Coyol school – Alajuela

Remodeling the Enrique Pinto school for the creation of the "New Information

Technology Center" – San Rafael de Alajuela

"Leaders of Cabo Velas Alliance – Las Colinas" – An alliance created in 2010 together

with the presidents of community associations, presidents of local water boards,

municipality board members and community representatives, without political or profit

orientation, in order to look for joint solutions to community problems.

- Main achievements: Joint assessment and work plan under execution.

DATA ANALYSIS & INTERPRETATION

Expenditure on Personal Care

TABLE NO. 4.1

INTERPRETATION

The above data shows the expense percentage of consumers on personal care

products. According to this table 20% of consumer below 500 Rs. On personal care items,

33% peoples spend Rs. 500 – 1500 on cosmetics 40% consumers spend Rs. 1500 – 2500 on

personal care. At last sum 7% consumers spend more than Rs. 2500 on cosmetics.

Sources Internet Seminar Newspaper0

10

20

30

40

50

60

Series1Series2

Expenditure No. of Consumer Percentage

0-500 40 27

500-1500 20 13

1500-2500 30 20

Above 2500 10 7

Sources of Brand Awareness : TABLE NO. 4.2

INTERPRETATION

The above table shows the different sources from where consumers are able to know

about cosmetic products. 50% of the consumers are getting aware with the products. 50% of

the consumers are getting aware with the products from advertising in T.V or some other

medium. 28% of the consumers are get aware about the product by their friends. 23% of

consumers are able to know about the products through some other sources like free sampling,

mass media, brand promotion etc.

Internet

Seminar

Newsp

aper

Samples

Leaflets

Word

s of m

outh0

10

20

30

40

50

60

No. of Consumers%

Sources No. of Consumers %

Internet 20 13

Seminar 10 7

Newspaper 60 40

Samples 25 17

Leaflets 10 7

Words of mouth 25 17

Areas Interest the consumer most

TABLE NO.4 .3

Area No. of Consumers %

Discount 60 40

Latest product 50 33

Product serious 10 7

Beauty 30 20

CHART 4.3

Discount Latest product

Product serious

Beauty0

10

20

30

40

50

60

No. of Consumers%

INTERPRETATION

The above data shows the customer interest. 40% of customer look for discount and

33% of consumer take interest towards the availability of latest product in the market and 20%

are beauty conscious

Brand Consciousness of people

TABLE NO. 4.4

Brand consciousness No. of Consumers %

Yes 110 73

No 15 10

For some products 25 17

Yes No For some products

0

20

40

60

80

100

120

No. of Consumers%

INTERPRETATION

The above table shows the brand consciousness of the common consumers. On the

basis of above table, at the present time there are 79% people of India are brand conscious

13% consumers are brand conscious for only few brands and remaining 8% people who

belongs to backward areas are not brand conscious.

Preference of Different Brands (country wise)

TABLE NO. 5

Brands No. of Consumers %

National 82 55

International 51 34

Local 17 11

National International Local0

10

20

30

40

50

60

70

80

90

No. of Consumers%

INTERPRETATION

The above data table shows the preference of consumers towards different brands of

Personal care products on the basis of country. 55% of consumers prefer the brands of

different national companies. The main reason is less price and relatively good quality. 34%

consumers prefer the brands international companies or imported products. These consumers

contains models, relatively rich people, professionals etc. last 11% consumers prefers local

goods.

Shopping Habit of Consumers for Place

TABLE NO. 6

Places No. of Consumers %

Malls 32 21

Supermarkets 72 48

Traditional shops 37 25

e-shopping 9 6

INTERPRETATION

The above data shows the different habits of consumers during they are on a way to

purchase the products. There was a time when consumers gone to only one or two stores

available in an are. They purchase only these things which the retailers give them. At the time,

the consumers have very limited choice due to unavailability of more retail stores in an are. But

now a day there is a bunch of availability of super markets, malls, and different ways to

shopping. At the present time, 48% of people goes to a super market, 25% goes to same old

traditional stores, these persons are either from backward area or some Semi Urban areas.

21% peoples goes to malls for shopping, these are the people of Metro cities or good developed

City like Chennai, Bangalore etc., Remaining 6% people deals with e-shopping.

Effecting factors responsible for the buying decision of consumers

1 2 3 40

10

20

30

40

50

60

70

80

Places No. of Consumers%

TABLE NO.7

Effection factors No. of Consumers %

Company 17 11

Packaging 28 19

Brand name 57 38

Price 48 32

CHART NO .7

INTERPREATION

The above table shows the different factors which effects the buying decision of the

consumers. At the present time more than 35% (38%) of consumers prefers the brand name

before purchasing of a personal care product. 32% of consumers prefers price as a important

factor in the purchasing of a personal care product. 19% preference goes to the packaging and

remaining 11% preference goes to reputation of companies.

17

28

57

48

No. of Consumers

CompanyPackagingBrand namePrice

TOTAL NUMBER OF WORKING AND NON WORKNG RESPONDENTS

The above pie diagram indicates that out of the total 100 respondents

surveyed, 43% are working and the remaining 57% are not working and are

mostly students.

WORKING; Series1; 33; 43%NOT WORKING;

Series1; 43; 57%

WORKINGNOT WORKING

GARNIER USAGE AMONG WORKING RESPONDENTS

Figure 6

USE; Series1; 23; 70%

DON’T USE; Se-

ries1; 10; 30%

USEDON’T USE

Out of the total 43 working respondents surveyed, only 30% of them

don’t use any of the Garnier products, the remaining 70% of the working

respondents use Garnier products. This indicates that the brand is popular

amongst the working people. The respondents so surveyed were well

aware about the brand and were also aware about almost all the product

lines being offered by Garnier, be it in skin care or hair care. This result

indicates that Garnier has a well defined target market catering mainly to

upper middle class consumers which is mainly why the working

respondents are frequent users of different products of Garnier.

GARNIER USAGE AMONG NON WORKING RESPONDENTS

Figure 7

USE; Series1; 36; 84%

DON’T USE; Series1; 7;

16%

USEDON’T USE

Out of the 57 non working respondents surveyed, about 84% of the

respondents use Garnier products which means about 47 out of 57 people

use Garnier products and 16% of the respondents don’t use any of the

Garnier products. This again indicates that the brand is popular among

even the non working respondents who are majorly students in our survey.

The inference that can be drawn from the above two pie charts is that

irrespective of whether the consumers are working or are students, the

brand has a good popularity. This means that the brand has successfully

caters to the needs of the youth as well as people falling in the age bracket

of 35 to 55.

PREFERENCE FOR SKIN CARE OR HAIR CARE AMONG

WORKING RESPONDENTS

Figure 8

skin care; Series1; 1; 4%hair care; Series1; 4;

17%

both; Series1; 18; 78%

skin carehair careboth

Out of the 43 people who are working, about 29 of them use Garnier

products and out of these 29 people, only 4% of the respondents use only

skin care products and 18% of them use only hair care products while a

major chunk of 78% of the respondents use both skin care and hair care

products of Garnier.

This indicates that the customers are regular and loyal users of almost all

the product lines of Garnier.

PREFERENCE OF SKIN CARE OR HAIR CARE PRODUCTS

AMONG NON WORKING RESPONDENTS

skin ; Series1; 10; 28%

hair; Series1; 9; 25%

both; Series1; 17; 47%skin hairboth

Out of the 57 non working respondents, about 36 of them use Garnier

products. Out of these 36 respondents, 25% use only Garnier hair care

products, 28% of them use Garnier skin care products and 47% of them

use both hair care and skin care products of Garnier. This again indicates

that majority of people like both the segments of Garnier but unlike the

working consumers the non working consumers prefer Garnier skin care

products over its hair care products.

PRODUCTS USAGE

Figure 16

Shampoo & Conditioner; User; 57

Facewash; User; 39

Acne Removal Cream; User; 8

Hair Color; User; 20

Anti-Ageing Cream; User; 3

Fairness Cream; User; 23

Anti Wrinkle Cream; User; 2

Dark Circle Removal Cream; User; 4

Moisturiser; User; 14

Body Lotion; User; 28

Shampoo & Conditioner; Non-User; 20

Facewash; Non-User; 38

Acne Removal Cream; Non-User; 69

Hair Color; Non-User; 57

Anti-Ageing Cream; Non-User; 74

Fairness Cream; Non-User; 54

Anti Wrinkle Cream; Non-User; 75

Dark Circle Removal Cream; Non-User; 73

Moisturiser; Non-User; 63

Body Lotion; Non-User; 49

UserNon-User

Out of the 100 people surveyed, 77 answered that they use Garnier products. The chart above

depicts the usage of different products by these 77 people. Shampoo & conditioner is used by

57 people, Facewash by 39 people, Acne Removal Cream by 8 people, Hair Color by 20

people, Anti-Ageing Cream by 3 people, Fairness Cream by 23 people, Anti Wrinkle Cream by 2

people, Dark Circle Removal Cream by 4 people, Moisturiser by 14 people and Body Lotion by

28 people. This data suggests that Shampoos & Conditioner are the most popular of Garnier

products.

AWARENESS

TV; Awareness; 74

Newspaper/Magazines; Awareness; 21

Word of Mouth; Awareness; 20

Internet; Awareness; 7

Awareness

Awareness

Out of the 100 people surveyed, 77 answered that they use Garnier products. We gathered

information through our survey that how a respondent came to know about Garnier products. 74

respondents answered that they came to know about Garnier products through television, 21 by

newspaper and magazines, 20 by word of mouth and 7 through internet. This data suggests that

TV is the most popular source of information and awareness regarding Garnier products.

AWARENESS

Following are the few key findings of the study:

70% of the total working respondents use Garnier products.

WHICH PRODUCT DO YOU PREFER MOSTLY

Garnier

Ponds

Lakme

Nivea

84% of the total non working respondents use Garnier product.

78% of the working respondents users use both hair and skin care products, whereas

18% uses only hair care products by Garnier and 4% only skin care products.

In non working respondents 47% uses both skin and hair care products by Garnier, 25%

only hair care and 28% skin care products.

Among the non users of the Garnier products 64% are happy with their current brand,

18% find Garnier products ineffective and 14% people find the price of the products a

major concern.

TV is the most popular source of information and awareness regarding Garnier products.

Shampoos & Conditioner are the most popular Garnier products.

Only 40% of the users said that garnier products are available at every store.

82% of the Garnier users are satisfied with the products.

It shows that 45%of respondents told that Personal care expenditure on 1500 –

2500

The study reveals that 50% of respondents priority of ingredients and function.

Majority (25%) of respondents said that award received and laboratory reports.

Majority (40%) of respondents said that aware from Newspaper.

It shows that 45% of respondents told that discount based.

Most (73%)of respondents get the brand consciousness

It is observed that 55% of respondents told that preference to the national

company products.

It shows that 50% of respondents told the shopping place is super market.

It shows that 38% of respondents told the brand name influencing the buying

decision.

SUGGESTION AND RECOMMENDATION

It needs to improve the availability network of the product so as to reach a large

customer base because 60% of the respondents feel that it is available at selective

stores only.

Almost 64% people are happy with their current brand and do not want to switch to

Garnier products thus it needs to make the customers aware of the products.

Garnier need to adopt different promotional mediums like internet, magazines, product

binding schemes and even surrogative marketing.

Introducing a low price product line for the rural market.

Introduce herbal product lines as the customer is getting more inclined towards herbal

products.

As boys are also becoming looks conscious so the male beauty segment can be one

area of focus.

Customer like best quality product on any price, so company should add latest

Technology to their product.

After sales services is the area where Indian and International Company can

Highly satisfy the existing customer, because they can make more customer

Through their word of mouth. So Indian and International company should

Provide latest and reliable service to their customers.

Customer’s behavior always looks for some extra benefit with purchasing.

They demand for affordable price for product and gifts with purchasing.

International Company should make strategy to cater every income group

Customers in city. Upper income group are affordable to purchase but lower

Income group is not. So International company should make policies to send

Their product and every home.

The Garnier company should give more emphasis on advertising to create

Market awareness and to make a brand image in the mind so investors.

Companies should do more publicity through road shows, news paper and

Advertisement. As this will create awareness about the fund and schemes

That are at present managed by the international company.

They should keep a close eye on competitor strategy.

Suggestions

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.

Conclusion

As the research has shown the comparison between customer consumer behavior

regarding Indian and International product in recent time. Since the consumer consumer

behavior is the important factor to forecast the sales of any product in a particular area. So

company should keep close eye on the market situation. yet, customer we reprice sensitive, but

the changing market trend and customer view and preference shown that customer are now

quality sensitive. They want quality product, goods, services, easy availability of product and

better performance by the product. These days no of customer buying from malls has been

increased. Also the frequency to visit the malls has been increased substantially. People are

more brands conscious and they are satisfied with the range of products available there. We

can conclude from our study that still more inclinationis towards indigenous product the

preference ratio of indigenous to imported products is 7:3 This is because of the relatively

higher price of imported product.

BIBILIOGRAPHY

Books :

Kotler Philip, Principle of Management

Kothari C R, Research Methodology

Website :

www.wikipedia.com

www.fmcgmarketers.blogspot.com

www.google.com

www.azzmba.com

QUESTIONNAIRE

1. Name :

2. Gender :

3. Age

Below 18 18 - 22 23 – 27 28 – 32 above 32

4. Educational Level

Primary Secondary Graduate Post graduate

5. Monthly income

<10,000 10001-20000 20001 – 30000 30001 – 40,000

>40000

6. On average how much do you spend on personal care product each month?

0-500 500 – 1000 1000-1500 1500-2500

Above 2500

(please indicate the importance of the following criteria in choosing your personal care products

1-most important 5-least important)

1. Price

2. packaging

9. Ingredients

10. Location in Retail Stores

11. Promoters service

12. How do you determine the trust worthiness of the personal care brand you are using ?

Product origin Award received Laboratory recommendation

Editorial recommendation

13. How do you get know your personal care products?

Internet Sample Newspaper leaflets Seminars

Words of mouth

14. Which area interest you the most?

Discount Latest Product Product reviews Beauty

15.Are you satisfied with the variety of brand availability in the market?

Yes No

16.If yes you prefer ?

National brand International brand

17.Where do you like to go for shopping?

Super market Mail Traditional shop e – shopping

18.How do you differentiate one brand from the other?

Brand Name Spokesperson Function Leaflets

19. What kind of promotion would you attract you to buy skin care products the most?

Newspapers Seminars Promoters Persuasion

Leaflets & TV comments