INTRODUCTION Owned by L’oreal Group which is the

world’s largest beauty and cosmetics company

Main 3 brands are Maybelline, L’oreal Paris and Garnier

Started operations from scratch in India Garnier was chosen as the flagship

brand for India in 1991 Started with Ultra Doux range of

shampoos

METHODOLOGY

This research included a thorough study of the history, background, marketing strategies and competitive strengths

The prime concern was to check awareness of Garnier Hair colour amongst consumers and its usage

The data was mainly collected by means of a questionnaire prepared and direct feedback from retailers

Other sources were internet, magazines, marketing blogs and surveys

INDIAN HAIR COLOUR MARKET India is a Rs. 1214 crore hair colour market Leading players: 1) Godrej Hair dye: 33%

2) Loreal and Garnier: 60%

3) Others: 7% One of the fastest growing segments in

1998 onwards

GARNIER HAIR COLOUR IN INDIA

Garnier Color Naturals is the biggest brand in the company

Contributes to over 25% of the company’s turnover

First brand to introduce a cream based hair colouring solution

It contains natural ingredients like olive oil that makes hair smooth and soft

MARKET PERSPECTIVES Segmentation: Changing lifestyle has

triggered the growth in this segment seeking its niche in teenagers and middle age

Target Market: Middle and upper socio- economic class with medium to high disposable income

Positioning: Positioned as nature based, innovative personal care brand with a catchy tagline `Take Care’

MARKETING MIX1)   PRODUCT:  Permanent colour cream enriched with Olive oil, that

nourishes the hair as it colours. It uses natural ingredients like rose oil, magnesium, eucalyptus and acacia extracts and vitamins B3 and B6. Available in 5 shades in India,- black, natural brown, dark brown, burgundy, light brown.

2)   PRICE: Mid segment; priced between Rs. 120 to Rs.140 depending from state to state.

3)   PLACE: Available in all states and cities, in supermarkets, local retailers, parlours, medical stores, saloons, etc

4)   PROMOTION:  Used by urban modern middle class womenEndorsed bymodels like Karisma kapoor, Kareena Kapoor, Simone Singh

and Penelope Cruz and Sarah Jessica Parker at the international level The print ads are found in leading daily newspapers and magazines

like femina, cosmopolitan, woman’s era, etc 

SWOT ANALYSISStrengths: Established Global brand nameAggressive Marketing strategiesFirst to introduce cream based hair ColourOffering high quality at low prices

Weaknesses:Not available in smaller packagesLow penetration in rural areasOver usage tends to damage hair

Opportunities:Increase in disposable income of middle classHair colouring is in fashion these daysMajor promotion which creates awareness

Threats: Tough competition from herbal products and hair dyesInhibitions of Indian consumersOther international brandsSocietal groups can create trouble since environment is damaged majorly

Porter’s Five Factor Model

Existing Competitors

WellaGodrej

SchwarzkopfClairol

Potential Substitute

HennaDyes

Herbal products

Bargaining Power of BuyersHerbal

productsHigh-QualityMany players in the market

Bargaining Power of Suppliers

Quality Switching Cost

Potential Entrant

Beautician’s products

International Brands

40 %60 %

Haircolor Users

Yes

No

61 %

39 %

Male / Female Ratio

Female

Male

64 %

13 %

14 %9 %

Age Group

20-3030-40Above 40

Clairol Hair Colour3%

Garnier Hair Colour

41%Loreal Hair

Colour36%

Schwarzkorpf Hair Colour

10%

Wella Kolestint10%

Haircolor Preference Ratio

46%

11%6%

36%

Reason for using Garnier Hair Colour

Brand imageEasy availabilityPriceQuality

35%

65%

Satisfaction Level of Garnier Users

No

Yes

30%

15%17%9%

30%

Garnier Color Pref-erence

BlackBurgundyDark brown

62%34%

3%

Substitute Products

Henna/Mehndi

Herbal products

Local dyes

66%2%

21%

2% 9%

Awareness Medium

TelevisionNewspapersMagazinesRadioWord of Mouth/ References

RECOMMENDATIONS They should add more herbal content to

the product They should penetrate in rural areas to

increase their customer base. They should make it available in small

packages. Should advertise more about the safety

and usage of the product