Principles of marketing 0302170 Garnier marketing plan Hamda Rashid U21100434 Ghaya Mohamed U21102191 Salim Tariq U20200786 Salem Mohamed U21107289 Date of Submission: 30 JUNE 2020 Name of your professor: Muhammad Turki Alshurideh GARNIER MARKETING PLAN Table of Contents Introduction .................................................................................................................. 3 Our vision ..................................................................................................................... 3 Our mission................................................................................................................... 3 Company description ................................................................................................... 4 Situation Analysis......................................................................................................... 5 Marketing strategies .................................................................................................... 8 Positioning statement ................................................................................................. 10 Pricing strategy .......................................................................................................... 13 Distribution strategy .................................................................................................. 14 Promotion strategy..................................................................................................... 15 Social responsibility ................................................................................................... 16 Concluding comments ............................................................................................... 16 References .................................................................................................................. 16 Extra references ......................................................................................................... 17 1 GARNIER MARKETING PLAN Introduction This project aims to develop a new product and a marketing strategy to assess its potential appeal. Additionally, the goal is to stand out, take on a new challenge, and attempt to conceive of something that would be beyond the box. Due to its lack of market development, our suggested product will be advantageous to Garnier. It is a product for guys designed to offer them healthier and more radiant skin. Our product is a moisturizer with a tint of various hues intended for people with varying skin tones. A SWOT analysis, which identifies the firm's strengths and weaknesses and the opportunities and dangers it confronts, has been conducted to examine the broader environment in which our organization operates. Next, the social responsibility of the new product has been evaluated after looking into various marketing techniques. Our vision To lead the consumer products market as the leading brand in the world inspired by natural beauty due to its product formulation and ethical and responsible commitments. Our mission They were providing clients with comprehensive skin and hair care so they may look their best every day. Why Garnier? Popular brand Affordable prices Globally available Well-ranked and trusted by costumers 2 GARNIER MARKETING PLAN It has won several awards from magazines and governments Company Description A division of the French cosmetics firm L'Oréal, Garnier is a mass-market cosmetics brand. It makes skin and hair care products. By introducing his first original plant-based hair treatment, La Lotion Garnier, in 1904, French inventor Alfred Amour Garnier founded the company, formerly known as laboratories Garnier. Garnier was an early manufacturer of sun care products in the 1930s and the first to create a permanent at-home hair color in 1960. In the 1970s, L'Oréal purchased it. Since being bought in 1970, Garnier has moved from hair color and hair care into skincare. By offering natural cures to fight pollution, acne, UV rays, and weariness, they first established their reputation as experts in healthy beauty. Garnier views using natural products, such as fruits, seeds, buds, and flowers, as having "beneficial" skincare and haircare benefits. Garnier has product lines designed specifically for various skin types and cultural groups offered in many nations worldwide. Garnier currently has a variety of product lines, such as Hair care Hair color Skincare Sun care Situation analysis SWOT Strengths Strong brand image 3 GARNIER MARKETING PLAN Trusted brand One of the top leaders globally Celebrity endorsements Wide Distribution Network Weaknesses Too much fragmentation Similar products in the market More suited to western cultures Opportunities Men increases in the population Men are more needing and concerned about health and beauty The market for males is growing Threats The competition focuses on health and worry Strengths in the SWOT analysis of Garnier 1. An international firm with a strong brand reputation. 2. Reputable company with a large following of faithful clients from various nations and cultures. 3. One of the top leaders globally in terms of revenue and expansion when compared to competitors. 4. Leading celebrities worldwide have supported them, like Hend Sabri, a well-known Tunisian actress, and Indian actress Priyanka Chopra. 4 GARNIER MARKETING PLAN 5. Wide Distribution Network: Because their products are sold everywhere, including online and in pharmacies and supermarkets, they have a distribution network that is both more comprehensive and intensive. Weaknesses in the SWOT analysis of Garnier 1. Due to excessive decentralization, partners or owners that operate in local markets make most choices. In some Garnier departments and branches, this has resulted in excessive fragmentation, leading to confusion and inconsistent outcomes. 2. When compared to the features and values we offer, numerous items on the market can appear to customers like ours but are not. 3. Garnier connected to Loreal; a brand still extremely French in its approach but is more suited to western cultures. That has given its subbrands a somewhat Western outlook as well. That turns out to be a weakness when it operates in the Eastern markets. Opportunities in the SWOT analysis of Garnier 1. The population of men has grown over the past five years and has continued to do so. 2. The increased access to information has made our target market more mindful of their appearance. Today, men tend to be more concerned about health and attractiveness. They are more aware of aesthetic issues, their causes, and the treatments available for each case, such as wrinkles, acne, and blemishes brought on by excessive sun exposure. 5 GARNIER MARKETING PLAN 3. The male market is expanding, as is the beauty business, which we planned to reach a record 420 billion USD. There are numerous prospects for companies that provide beauty care because the CAGR is 4.3 percent, and the growth we are being anticipated to be more tilted toward emerging markets. Threats in the analysis of Garnier 1. Garnier has intense competition from other businesses that offer organic products, particularly in the beauty industry. 2. Focus on health and worry; now, consumers are concerned about the chemical ingredients in the shampoos and skin care products they use, so it can be challenging to offer a product with certain chemical elements that aren't necessarily hazardous. Description of new product/service concept Product may represent significant growth and a new product line for the company. We have chosen to refer to the product as: "Garnier Men Expert" We believe our current product has a great chance of success because we only target one consumer group, men-and. There aren't many products available. Additionally, men are looking for products of this nature but cannot find any. Additionally, Garnier already has a solid reputation and is a well-known brand, which will help consumers develop trust in our new product. Marketing Strategies 1. Segmentation strategy & potential target market 6 GARNIER MARKETING PLAN segmentation is crucial. Garnier uses demographic, geographic, and psychographic segmentation data, such as age, gender, lifestyle, social class, and income level, as does our line "men expert." Due to the brand's presence in a wide range of categories and brands designed for various customer groups, including goods for hair care, hair color, and skin care for both men and women, Garnier has a targeted differentiation strategy. It has positioned its products as cost-effective skin and hair care options that are also the best value for the customer's money. As previously indicated, the main goal of our product is to give men beautiful, healthier-looking skin. Our product for Garnier is a moisturizer with a high SPF to block harmful UV rays and provide flawless coverage by incorporating tinted hues for various skin tone colors, which are the advantages our customers seek. Furthermore, Garnier is renowned for its reasonably priced products and simple accessibility to high-quality items, so we chose to distinguish it even more by focusing on a particular market and inventing a product that hasn't have developed before. Because we are targeting only guys and have chosen to concentrate our efforts on just one consumer, our line has chosen to use a concentrated marketing approach to set itself out from the competition. 2. Positioning & differentiation strategy: Several brands in the same industry compete with the well-known Garnier. Our primary target market is guys. In contrast to our product, which combines a variety of qualities, most companies that make products for males are considerably more unlike ours than they are. 7 GARNIER MARKETING PLAN The primary goal is to improve men's skin and provide them with the simplest means of flawless skin. Internationally recognized brand Garnier has distinct product lines for diverse uses. The items are from the Nutritionist skincare range and the Fructis hair care line, which cater to various skin and hair types. Under its product portfolio, Garnier offers a wide range of items and variants. Garnier Guys Expert, a new product line for men, will also fit the portfolio. Garnier Expert is different than other products in: Customers need a high-value benefit, so we created this product to improve men's skin and protect it. It is distinctive because it is different from other competitors' products in moisturizing and giving coverage in different shades with skin protection. It is superior in the other ways that the customer will see the difference in the skin and appearance. It is transferable and visible to the buyer so that they will find it in most traditional or online shops. It is pre-emptive to the customer because it combines all men's needs for the skin, so it is hard to copy. It is affordable, and a wide range of men can buy it and access it. It is Profitable because it is unique skincare that other companies do not offer. Also, regarding the customers' trust and loyalty to Garnier, we think it is the most precious profit. Positioning statement 8 GARNIER MARKETING PLAN "To all the men out there who seek healthy, flawless, and protected skin, Garnier Men Expert will be the product you have been looking for to help improve their skin and boost your self-confidence." products strategies Three levels of Our new product Core benefit: Healthy-looking skin confidence, sun protection, hidden blemishes. Actual product: Multi skin tone shades, biodegradable and manly packaging, natural herbs, oil-free, animal tested or cruelty-free, and easy, attractive brand name. Augmented product: Free delivery services worldwide, Warranty for one month. The three levels of our new product plan have described in the previous table. The first level's core benefit introduces the precise demands or wants the buyer or consumer will be looking for. In addition, for all teenagers with acne or other facial blemishes and adults with scars, the light tint provides the necessary coverage that will eventually boost the self-esteem and confidence of men wherever they are. As mentioned in the table, our consumers, who are men, will benefit from our product by having healthier yet perfectly smooth skin texture thanks to our unique formula that provides grease-free sun protection. Our customers will obtain the essential features of our 9 GARNIER MARKETING PLAN a new product, such as the benefit of having many various skin tones and tinted moisturizers, at the second level. Additionally, as both men and people, in general, are aware, the Men Expert component contains pure herbal extracts from mint and cinnamon. Because the packaging is recyclable and biodegradable, our product is not wasted once consumed. The brand name and the product's quality play a significant role in distinguishing one company from another and conveying emotional value, mainly because "men expert" was not tested on animals like 90% of other cosmetic products on the market. The final level of the product plan is the augmented product, where the planners provide additional benefits to the customers. At this level, we have planned to allow customers to make purchases online and offer free shipping or delivery to those who orders many products? If a product is late or arrives damaged, we will also make sure to provide a warranty. Garnier is well known for its miraculous outcomes, reasonable prices, and valuable products. However, Garnier has a wide selection of products for women's skincare, including face washes, lotions, and masks. They have recently begun to realize that there are few possibilities for men. They wanted to include everyone in their product range, including men because they were a large corporation with a long history of happy customers. Therefore, the newly released item will primarily be made for men. Garnier is imaginative in both the products it offers and the products it creates. A key component of Garnier's product strategy is offering 10 GARNIER MARKETING PLAN highly desirable results at reasonable pricing. Garnier offers skin care products before individuals even begin to think about it. When creating the product, Garnier considers both the price and functionality. The brand name "Garnier Men Expert" is selected because it is simple to say and remember, is brief, can be translated, is recognizable and appealing, and denotes the expertise of the product it represents. Most importantly, it continues to safeguard our rights from any copies legally. It will be more seductive to our male customers. The purpose of the product is made clear by its name: to assist men in achieving the perfection they seek. Our new product qualifies as a specialty item since it has exceptional qualities and features and is a part of a distinctive brand intended for a particular target market of customers. Men will also compare pricing and put a lot of effort into purchasing a beauty product. Our organization will put a lot of effort into marketing, which will discuss in the report. To respond to the query, "Why is our product unique and different." Because it will be the first product made primarily for males, using the previously specified exclusive formula and just the best ingredients. Regarding the packaging, it will be unique, inventive, eco-friendly, and biodegradable to recycle. We also aim high and exclusively for excellent quality, which will satisfy any man's taste. Pricing strategy One of the most challenging and most crucial business decisions is how to price a product. To assure profitability, Garnier meticulously plans its pricing strategy 11 GARNIER MARKETING PLAN and evaluates the cost of a new product with the sales volume. For the consumer to benefit the most, we "men experts" maintain a fair ratio between value and price. Because we want our price to be reasonable and based on the expenses of making, delivering, and selling the goods, we will employ cost-based pricing. However, we also think that making the goods affordable is crucial for luring males, and since our new product is brand-new, that this is the approach, we advise. The prices will be reasonable at first to capture market shares rapidly, but if we add additional features down the road, we'll probably increase the price while keeping it within reach of consumers. Distribution Strategy Our product, "Guys Expert," targets men aged 18 and above who are regularly busy with work, school, and family responsibilities. We intend to leverage online distribution as our channel of distribution. Therefore, finding goods online would be more convenient because it would save them time and effort from looking for them in physical places. Surfing and online shopping are no longer unusual; young people now do it more frequently. Nowadays, men and people prefer to spend more than half of their day online because practically everyone has access to the internet. Unlike women, men also despise going to stores and searching for a particular item for hours. With our global shipping capabilities, finding "male experts" online would be incredibly convenient for them. Even though this tinted cream has zero percent chemicals 12 GARNIER MARKETING PLAN and a high SPF that reduces wrinkles, even though this product prevents skin cancer from forming, some men in certain areas may hesitate to purchase it out of fear of social judgment retroactively. Regarding distribution intensity, we aim to reach guys from various backgrounds, including age, income, and culture. Our product distribution will be aggressive, and it will offer in every conceivable website, whether it be for purchasing or even as an advertisement, including fashion websites, medical websites like pharmacies, salon web pages, gym web pages, and so on. Then we will be ourselves on track have informed every person about "Men Expert," a brand-new concept and manufacturer. Promotion Strategy Three different techniques make up our promotion approach. Our primary dominant platform is advertising, followed closely by public relations and then very sparingly by personal selling. We won't start with any incentives or promotions because we don't want to rush clients into buying something merely to make a sale. Let's start with advertising, the most traditional and efficient way to contact the target audience and make them aware of our products. It can take many forms, from posters in malls and stores to billboards on the street, TVs and websites, SMSs, and much more. The next step is public relations, which entails 13 GARNIER MARKETING PLAN fostering connections with our distributors, dealers, and--most importantly -customers. We will be able to contact clients by utilizing the press and media, which may include celebrities (actors/football players, etc.). Everything revolves around building strong, reliable, and lucrative relationships with everyone. Personal selling is a promotion strategy that will be used sparingly in our company because it is the most expensive due to the high salaries required. For this reason, we will only hire male employees to maintain the authenticity and trust of the process. These employees will recommend the product by sharing their experiences or simply highlighting its features. Social responsibility Numerous consumers benefit from Garner's beauty products, and the company has dedicated to sustainable sourcing. We continuously work to improve the ecological profile and biodegradability of the formulations as well as the environmental impact of the packaging. By supporting sustainability and environmentally friendly packaging with our new product, we also hope to be good global citizens. These efforts will benefit the environment in which we live and show the community what Garner stands for, enhancing the company's reputation. Concluding comments 14 GARNIER MARKETING PLAN In conclusion, we developed a brand-new product for one of the top global businesses that offer A vast selection of goods for both women and men latest product has a unique formula created just for males. How can we set ourselves out from the? rest of our competitors? is the marketing plan we proposed. Due to its originality, our new product can prosper, and we are confident that our concept will have highly welcomed. References - Garnier, C. "About Garnier - Within Garnier." About Garnier - Within Garnier, 2010, Books.google.com. Retrieved August 7, 2014 - Dayton, D. "About Garnier. " Bizfluent, 30 Jan. 2020, received from bizfluent.com/about5130307-garnier.html. - Kim, G. "L'Oréal Paris Ranked World's Most Valuable Beauty Brand." Fashionista, 4 May 2016, received from fashionista.com/2016/05/most-valuable-cosmetics-brand. - Park W. "Award Winning Beauty Products & Reviews 2018." Allure, 2015, received from www.allure.com/beautyproducts/best-of-beauty. - Garrard, C. "9 Grooming Products Every Man Needs." Men's Journal, 28 June 2018, received from www.mensjournal.com/style/best-skincare- products-for-men/ 15 GARNIER MARKETING PLAN Extra References https://www.garnier.co.uk/within-garnier/about-garnier/ https://www.marketing91.com/swot-analysis-garnier/ https://en.wikipedia.org/wiki/Garnier/ https://www.marketing91.com/swot-analysis-garnier/ https://learn.marsdd.com/article/product-strategy-setting-you 16
