Garnier is a French firm, owned for forty years by the L'Oreal Group, the market leader in the capillaries. Faced with fierce competition, its flagship brand Garnier Fructis saw their market share stagnate in a market that was already fragmented steeply.
Two consequent threats pushed the new product manager to launch an innovative product to boost sales and open new prospects for growth: a bottle of shampoo for head massage, located on both the shampoo market and a market for the future wellbeing. To measure the relevance of this launch, we will first of all, conduct a diagnosis of the situation of the company.
In the second part, after defining the product positioning, we will take the copy to the communications agency and will provide avenues for reflection and recommendations for the creation of media planning.
The chemist, Alfred Love Garnier founded the company in 1904. He then developed a tonic lotion to promote curling hair with water and iron. In 1945, he developed hair care products in 1949 and is the first hair coloring has been created.
The company joined the L'Oreal Group in 1965 and has expanded his skills ever since. In fact, a century of expertise and knowledge has enabled the creation of innovative products that are the result of scientific studies exclusive.
L'Oreal offers men and women of the world hundreds of products represented by several major brands. These marks are combined and divided into four major divisions: consumer products, professional products, luxury products and active cosmetics.
Garnier located on the segment of consumer products, has the performance and advantages of L'Oreal, which are: A world leader in cosmetics; Distributed in 130 countries with subsidiaries in 58 countries; 14,533 million euros: Consolidated turnover in 2005; 18 global brands; 3.4% of sales dedicated to R & D; Stability Management (4 CEO since the creation of L'Oreal); Image very good reputation and high spontaneous.
Garnier is a registered bond, including the Fructis products, caring for hair consumers. Specialist hair care, Garnier continues to innovate and create new technologies to always offer better products.
Following the retirement of Mr. Bonfort, Chief of the Fructis range, the new product line manager, Mr. Perfectif, decided to boost sales by creating a break in the market shampoo. He decided to run in conjunction with the Research and Development, an innovative shampoo bottle with a nozzle-shaped head massage.
There was on offer, a range of Fructis fortifying shampoo containing natural ingredients thanks to its reinforced active fruit concentrate. Whatever the nature of hair, Garnier Fructis range offers products tailored to meet their specific needs: to retain the color, resist external aggression, to shine. With this new product, expanding its range Fructis shampoo to a facilitator of hair growth, and inclined to relax the user. Indeed, some studies have shown that regular massage his scalp, hair growth was faster. This product is on both the shampoo market and the market's well-being.
The group "Lever-Faberge," with its subsidiary Unilever is specialized in washing and grooming. Its brands are known worldwide as well as L'Oreal, with the difference that different products from the company are not sold under his name, but under the name of the range at which each product belongs.
Tags: Garnier, history and origin of Garnier, communication strategy used by Garnier
[...] By its image quality and high reputation, L'Oreal and Garnier gives the same assets, financial stability and experience although the market leader for hair for years, L'Oreal since 2000 recorded a decrease in market share due to the accelerated development of various large multinational groups. Garnier is known for its innovative talent, which gives the company an image of quality and the founder. Fructis brand The Fructis brand products are all made from natural ingredients. However, consumer demands for such natural products. Fructis has a good reputation and a good reputation in Europe. With its unmistakable packaging, bottle in acid green color, Fructis has a unique relationship with women 15 to 40 years. [...]
[...] The case study: "Garnier, take care of yourself" (2005) General introduction The chemist Alfred Love Garnier founded the company; Garnier in 1904. He then developed a tonic to promote curling hair with water and iron. In 1945, he developed hair care products and it was in 1949 that the first hair dye was created. The company joined the L'Oréal Group in 1965 and expanded its skills ever since. In fact, a century of expertise and knowledge has enabled the creation of innovative products that are the result of exclusive scientific studies. [...]
[...] The head of the Sunsilk range has learned, through processes of intelligence with the launch of our new product; Fructis. It planned to release a replica under its brand in 6 to 8 months. The group "Procter and Gamble": a group of international significance with very diverse sectors such as household products, animal feed, batteries or coffee. Also present in the shampoo market, the group owns brands such as Pantene (shampoo "restorative"), Herbal Essences (positioned around pleasure and natural) and Head and Shoulders (dandruff shampoos). [...]
[...] The most popular channels for our target are: TF1, France 2 and M6. We can therefore make a proposal for television as follows: a.m Nothing in PM: Evening: Only in late € - € - € € If it lasts one month advertising on one day of - one day on TF1 and France 2 of 2 alternating - One day 2 on M6 - Every day on Canal + This amounts to about: x x 30 + 15 + 15 + x x 15 = € 10,204,500 It would be advisable to raise the spot on TV from the date of product launch, and use the press as the media call, that is to say publish the article about 10 days before launch. [...]
[...] Faced with increasing stress, everything is good to be pampered and spoiled. Spaces that provide care to sophisticated high net worth is increasing. Other actors are positioned in the market for care at a smart price to entice a consumer ever more eager to decompression. The French are increasingly sensitive to the world of relaxation and well-being. Stressed, attacked by the work and the many pressures of daily life, consumers strive resolutely to "wellness." Look after yourself, have fun, relax are the needs that have become vital. [...]
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