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to
Adver)sing
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Project
Introduc<on
Since Garnier was established in 1904 by Alfred Garnier with his first hair tonic, the
brand has continued to use scientifically proven, natural ingredients in its products
to let inner beauty shine through. Later on acquired by LOreal in 1965, Garnier
Fructis as a haircare line launched in 2003 in the United States.
According to the website, Garniers products are developed and extensively tested
by a team of over 3,000 researchers and scientists in centers from around the
world. These scientific efforts are recognized quite often in scientific journals.
The mission of the brand is to develop and democratize beauty for all, making
beauty products easily accessible. Committed to Taking Care, the Garnier Fructis
product line is known for its vibrantly colored eco-friendly packaging and
emphasizes active natural ingredients in their products to improve [their] business
of beauty in more sustainable ways.
[1], [2], [3]
Introduc<on
Marketing Problem
The marketing problem Garnier Fructis currently faces is that they struggle with
differentiating themselves as a brand, and therefore with brand loyalty as well. Even
though Garnier Fructis has a definite brand awareness, people do not feel inclined
to purchase their products due to lack of brand differentiation and specific
discerning qualities that stand out amongst those of competitors.
Marketing Objective
The object of our Try It to Know It campaign aims to increase brand differentiation
for Garnier Fructis by appealing to the current target audience - young female adults
in the 18-34 year-old demographic - through offering them the opportunity to try a
variety of shampoo products at a lower financial risk. This campaign not only gives
customers a chance to know our brand better but also educates them about their
hair type. The Garnier Fructis brand strives to produce beauty products that are
easily accessible while being of high quality at the same time, which makes it a
good option for the target demographic.
[4]
Category
Overview
Product Category [5], [6]
Shampoo as a product is used nearly universally among
consumers because it is considered an essential part of personal
hygiene and a grooming staple. As a result, shampoo is the most
popular product in the haircare category and has nearly universal
household penetration. Due to the products functional nature,
there is stable growth in the product category albeit consumers
being budget minded when shopping for shampoo.
Industry Sales Overview [7]
Overall, shampoo sales fluctuate very little (with the exception of
during the 2008 recession). It has experienced sale gains of 2-3%
annually since 2011, increasing in total by 12% from 2008 - 2013.
This growth trend is expected to last through 2018 simply because
of the fact that shampoo is a staple in almost every household.
However, because the competition is very high in such a mature
product segment, it poses as a great challenge for hair care brands
that want to improve their growth rates dramatically. Sales and
segment share for Garnier Fructis has declined.
Primary competitors include Herbal Essences, Suave, Pantene,
and Dove. Both Herbal Essences and Pantene are under parent
company Procter & Gamble, which has the biggest market share
with a total of 36.4%. Suave and Dove are under parent company
Unilever which has the second biggest market share of 27.7%.
Secondary competitors include dry shampoo as a product,
Tresemme, and Head & Shoulders. Tresemme and Head &
Shoulders are in Unilever and Procter & Gamble respectively.
LOreal - 11.8%
Garnier Fructis - 8%
Brand
Assessment:
Marke<ng
Mix
Product: [12]
Price: [14]
13 oz. $4.49
25.4 oz. $6.99
Promotion (Communication):
Brand
Assessment:
SWOT
Analysis
Strengths: [12]
Weaknesses: [6]
Opportunities: [16]
Primary
Compe<tors
The primary competitors for Garnier Fructis price range are Clairol Herbal Essences,
Unilevers Suave, and P&Gs Pantene Pro-V.
The three pie charts are comparisons of Garnier Fructis market share with its primary competitors. [18]
HERBAL
ESSENCES
About Product: [19,20]
new Naked product line no parabens, no silicon,
no dyes
15 products total
Price [23]:
10.1 oz - $4.29
23.7 oz - $7.99
Strengths [19]
- Has different products
for different hair
thickness
- Known for their
variety of fragrances
Sales: [18]
2013: $169.5 million
2012: $173.2 million
Positioning Statement:
Herbal Essences offers fragrant shampoos that will give you strong,
silky, irresistible hair.
Advertising Strategy [21]:
#SayYes - use racy, suggestive commercials to catch the
audiences attention
#GetNaked - bare your softest hair
Weaknesses [19-22]
- Really colorful
packaging, might not
appeal to men and
older women
- Too many different
product line names and
not very
straightforward
- More than one
product for similar
functions
SUAVE
About Product: [25-27]
Naturals - focused on fragrances
Professionals - focused on hair treatment
Scalp Solutions - focuses on scalp treatment
31 different lines of shampoo
Price: [28]
Naturals: 22.5 oz - $1.99
Pro.: 12.6 oz - $3.99
Scalp: 14.5 oz- $3.47
Strengths [25-27]
- 3 distinct lines for 3
different functions
- Professionals line
has straightforward
targeted hair treatment
product line names
Sales: [18]
2013: $308.2 million
2012: $312.5 million
Positioning Statement:
Suave offers quality shampoos that satisfies all needs and functions.
Advertising Strategy: [29]
Suave Pro - works as well as salon brands
uses testimonials from professional stylists
works with realities shows that their target audience watch and
produces before and after videos
Weaknesses [25,27]
- Naturals line is a
cheaper option but
offers very little
treatment functions
- Scalp Solutions
product line is only
available for sale
online and only at 2
retailers
PANTENE
About Product: [30]
24 lines of shampoos products
6 different collections for different hair types,
functions, and treatment
Price: [31]
12.6 oz - $4.99
25.4 oz - $6.99
Strengths [30]
Weaknesses [30]
- Has different
products for different
hair thickness
- Sleek, clean
packaging
- Straightforward
product line names
Sales: [18]
2013: $307.2 million
2012: $335.9 million
Positioning Statement:
Pantene Pro-V is the worlds #1 haircare brand that
gives you professional, salon-quality hair.
Advertising Strategy: [32]
Celebrity endorsements - Queen Latifah, Zooey Deschanel, etc.
#ShineStrong, #SorryNotSorry, #WhipIt - campaigns to promote
womens equality activism
Gender
Female
Age
18 - 34
Ethnicity
Other
Geographic
Region
West
Education
Attended college
Occupation
Economic status
$60,000-$74,999
Primary
Research:
Quan<ta<ve
Research
We conducted an online survey, which was distributed randomly on social media to get information about peoples opinions on
the shampoo industry and the Garnier Fructis product line. The survey consisted of 19 questions; 5 about demographics, 7
about the shampoo market, 5 about Garnier Fructis products and 2 about social media.
Our survey opened on November 19 and closed on November 30. We got a total of 118 responses.
Q:What brand of shampoo are you using now?
About 46% people responded that they are using niche brands
Only about 4% people are using Garnier Fructis
Analysis:
Results imply that Garniers market share is low
The primary and secondary competitors (Herbal Essences, Pantene,
Dove) have larger market shares
There is a growing trend for people to use niche brands shampoos
Q:Rank the factors that influence your decision to buy
a shampoo (1-most important, 6-least important)
About 50% people rank function as the most important
function and 50% people rank package design as the
least important function
Analysis:
The primary motivation to buy a specific brand shampoo is
function. The other important function besides Function
would be price and brand
Primary
Research
:
Qualita<ve
Research
We conducted 6 in-depth interviews. 4 were Garnier users, and 2 were Garnier non-users.
*These four Garnier users have used Garnier Fructis but stopped using it. Thus, we conducted indepth interviews with them to find out why they stopped using the brands shampoo.
Findings: [14]
People pay attention to online videos the most because they spend a lot of time on video
streaming services such as Youtube
People are motivated to interact with brands on social media for discounts
People mostly think that it is important for shampoo products to use natural ingredients
People have heard of shampoo products that use natural ingredients, however they do not
believe that these brands actually use natural ingredients in their shampoo
People find shampoo campaigns that promote female empowerment the most interesting
People find fragrance almost as important as function and would switch to another brand with
similar function and different fragrance
People are fairly accepting of trying a new brand of shampoo as long as its a similar price range
People find interacting with brands on social media is very similar to interacting with
advertisements
People find that they cannot create meaningful experiences with brands on social media
People who have more financial ability would switch to a more functional, expensive brand
Consumer
Insight
For users:
Garnier Fructis has high level of brand
awareness since more than 64%
respondents have heard of Garnier
Fructis and about 40% people think
Garnier Fructis is a famous brand.
Most of people buy Garnier because of
its low price, variety function and
fragrance.
Most of users feel very satisfied with
accessibility and fragrance of Garnier
Fructis.
Q:If you are using Garnier Fructis, what was the primary reason for purchasing
it:
Q: If you no longer use Garnier Fructis, what was the main reason for
change:
For non-users:
Most of people no longer use
Garnier Fructis mainly because of
its function.
Because most of people
responded that they have high
willingness to try a new brand,
thus Garnier Fructis has low brand
loyalty.
Problem
to
Solve
Problem:
People care about the function of shampoos, but a majority think that
they have normal hair type when they do not necessarily do.
Our solution:
1. Release trial size sets
2. Group three similar Garnier Fructis shampoos together and sell it
as a set
3. Each bottle of shampoo in the trial size set will be 100 ml
4. By testing out the three similar functioned Garnier Fructis
shampoos, consumers will know what specific hair type they are
and they can then buy the same shampoo of a bigger size
Goal:
Gain more market share and sales by increasing brand
differentiation and loyalty.
Posi<oning Statement
Adver<sing
Objec<ve
The aim is to help young adults realize their hair type,
choose the right functional shampoo, and improve their hair
condition. Thus building a professional image for Garnier
Fructis that is known for having a variety of specific-function
shampoos.
Our Try It And Know It campaign seeks to encourage our
customers to try more shampoos specific to their hair type by
launching three trial sized shampoo sets, each with different
functions. Our campaign and related activities will be posted
on our own social media accounts, online paid media and
online videos because an increasing number of people are
building their Internet presence and therefore paying more
attention to online content and digital media.
Crea<ve
Strategy
Who is the advertising talking to?
The advertising is talking to current and potential consumers, who are 18-34
These people have brand awareness, but they do not have brand loyalty
Who single benefit should the advertising promise?
Consumers can try a set of trial size shampoo that lowers their risk of wasting
money buying shampoo that does not fit their hair type
Why should the consumer believe you?
Garnier Fructis is part of an internationally well-known brand name, therefore
they have brand awareness among consumers
Garnier Fructis has been around for 10 years, their brand longevity contributes
to their brand reputation in the product category
What does the consumer think now?
The consumer thinks that Garnier Fructis is a famous, cheap and functional
brand. However users also stopped using Garnier Fructis because they thought
the shampoos function did not meet their needs
What do you want the consumer to think after seeing the advertising?
We want the consumer to think that Garnier Fructis is a highly functional brand if
consumers use the right shampoo products for their corresponding hair types
Crea<ve
Execu<on
1:
Guerilla
Marke<ng
&
Social
Media
What?
Guerilla Marketing
A Garnier Fructis pop-up salon near a shopping mall, such as Macys
How?
When consumers visit the salon, hair stylists will offer them free
washing and blow-drying services
The hair stylists will help consumers identify their hair types and use a
Garnier Fructis shampoo that matches their hair type
Photographers at the
beauty salon will help
take before and after
photos of the
consumers before
their hair styling
The photographer will upload the consumers before and after photo on Garnier Fructis
social media account with the consumers permission with the hashtag
If the consumer Likes his or her photo uploaded on Garnier Fructis social media account,
he or she will receive a free trial set of the shampoo that matches their hair type
Crea<ve
Execu<on
2:
Magazine
Website
&
Coupon
What?
General survey to determine your hair type placed on magazine websites
How?
The survey result will reveal the survey takers hair type
Garnier Fructis shampoo will be one of the recommended shampoos
Garnier Fructis will offer ONE free coupon of a free trial set that matches the
survey takers hair type
Crea<ve
Execu<on
3:
Online
Video
Adver<sement
What?
An online video advertisement that communicates to the audience that
they are using the wrong shampoo for their hair
Garnier Fructis provides a variety of shampoo products, every hair type
can find its perfect match
Where?
This online video advertisement will be played on video streaming
services such as YouTube, Netflix and Hulu
Why?
Much of our target audience, young females aged 18-34 want healthy
hair
Through this online video advertisement, Garnier Fructis will deliver the
message that Garnier Fructis is a functional hair care brand if you choose
the right shampoo for your hair type
Scene 3
The three girls start to shower
and wash their hair using the
new Garnier shampoo they got
from each other
The new shampoo that they are
each using turns out to be the
right one for their hair type
The three girls are full of smiles
when they step out of their
house and into the sun
This scene will contribute to the
message that you can have
healthy hair and be happy if you
use the right shampoo
#HydraFructis
#LustyFructis
#BasicFructis
Media
Plan
What strategy?
Pulsing Strategy; because shampoo is an essential part of personal hygiene, so there
will always be a purchasing demand
Therefore there is no specific season for buying it or not, instead, people buy it
continuously, so our campaign will also go on for the whole year, but we will intensify
our campaign during seasons where our trial sets will be in higher demand
When during the year will advertising be placed?
Back to School (August - September)
Parents and students will be doing lots of shopping for school necessities and
therefore be more willing to try new products along with their new start
Holiday Season (November - January)
Consumers will be shopping for holiday gifts and be on the lookout for discounts
and sales
Travel Season ( Summer: May - August)
People often travel during the summer and hence will be more inclined to buy
travel sized shampoo for convenience
Media
Plan
Internet Plan
18-34 year old demographic are
heavy internet users
Putting advertisements and
interacting with them on social
media would increase our online
presence and also encourage
them to purchase our products
Online ads on YouTube, online
surveys on magazine websites,
Before/After photos on Garnier
Fructis social media accounts
(Facebook, Instagram, Twitter)
Media
Plan
Media Channel
Social Media
Facebook
Instagram
Twitter
Online magazine websites
Allure
Elle
Cosmopolitan
Seventeen
Online video streaming
websites
YouTube
Netflix
Hulu
The End
Index
[1] "Brands: Garnier." L'Oreal. L'Oreal, n.d. Web. 24 Nov. 2014.
http://www.loreal.com/brands/consumer-products-division/garnier.aspx>.
<
<
[5] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Issues and Insights Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014.
<http://academic.mintel.com.ezproxy.bu.edu/display/701185/>.
[6] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Brand Share - Shampoo." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014.
<http://academic.mintel.com.ezproxy.bu.edu/display/701196/?highlight#hit1>.
[7] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Social Media." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. <
http://academic.mintel.com.ezproxy.bu.edu/display/701202/?highlight#hit1>.
[8] Shampoo, Conditioner and Hairstyling Products US April 2014; Use of and Shopping for Shampoo and Conditioner. Mintel. N.p.,
Apr. 2014. Web. 20 Nov. 2014. <http://academic.mintel.com.ezproxy.bu.edu/display/701203/>
[9] Natural and Organic Personal Care Consumer US December 2013; Purchasing of Natural and Organic Haircare. Mintel. N.p., Dec.
2013. Web. 20 Nov. 2014. <http://academic.mintel.com.ezproxy.bu.edu/display/688765/?highlight>
[10] Shampoo, Conditioner and Hairstyling Products US April 2014; Trend Applications. Mintel. N.p., Apr. 2014. Web. 20
Nov. <http://academic.mintel.com.ezproxy.bu.edu/display/701186/?highlight#hit1>
[11] Shampoo, Conditioner and Hairstyling Products US April 2014; Marketing Strategies. Mintel. N.p., Apr. 2014. Web. 20 Nov. <
http://academic.mintel.com.ezproxy.bu.edu/display/701201/?highlight#hit1>
Index
[12]Shampoo Garnier. N.p., n.d. Web. 22 Nov. 2014. <http://www.garnierusa.com/products/haircare/shampoo.aspx>
[13]Where to buy Garnier. N.p., n.d. Web. 22 Nov. 2014. <
http://www.es.garnierusa.com/_en/_us/OUR_PRODUCTS/where_to_buy.aspx?tpcode=OUR_PRODUCTS>
[14] First-hand observation
[15] OneLessGrilProblem Garnier. N.p., n.d. Web. 24 Nov. 2014. <http://www.onelessgirlproblem.com>
[16] Romanowski, Shannon. Skincare trends help drive growth in haircare 6th September 2013. Mintel. N.p., 06 Sep. 2013. Web. 20 Nov.
2014. <http://academic.mintel.com.ezproxy.bu.edu/display/677193/>
[17] Shampoo, Conditioner and Hairstyling Products US April 2014; Market Drivers. Mintel. N.p., Apr. 2014. Web. 20 Nov. <
http://academic.mintel.com.ezproxy.bu.edu/display/701188/?highlight#hit1>
[18] "Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 22 Nov. 2014 <
http://academic.mintel.com.ezproxy.bu.edu/display/701196/>
[19]Shampoo Herbal Essences. N.p. Web 22 Nov. 2014 <http://www.us.herbalessences.com/en-US/hair-products#shampoo>
[20]Naked Volume Herbal Essences. N.p. Web 22 Nov. 2014 <http://us.herbalessences.com/en-US/collection-page.aspx?id=39743>
[21]Hello Hydration Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/dry-hair>
[22]Hydralicious Herbal Essences. N.p. 22 Web Nov. 2014 <http://us.herbalessences.com/en-US/hair-products/hair-collection>
[23]Herbal Essences CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=herbal+essences>
[24] Herbal Essences TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dmY/herbal-essences>
Index
[25] Suave Naturals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661366/suave-naturals>
[26]Suave Professionals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661365/suave-professionals>
[27]Suave Scalp Solutions Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661367/scalp-solutions>
[28]Suave shampoo CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=suave+shampoo>
[29]Suave TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/diQ/suave>
[30]Products Pantene N.p. Web 22 Nov. 2014 <http://www.pantene.com/en-us/shop-products/all-products>
[31]Pantene Pro-V CVS N.p. Web 22 Nov. 2014 <http://www.cvs.com/search/N-0?searchTerm=pantene+pro-v>
[32]Pantene TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 <http://www.ispot.tv/brands/dWp/pantene>
[33]Fall 2013 Media: Demographics - Head of Household." MRI Reporter. N.p., n.d. Web. 1 Dec. 2014. <
http://ureporter.mriplusonline.com/selectdemo.asp>.
[34]Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 1 Dec. 2014. <
http://academic.mintel.com.ezproxy.bu.edu/display/701207/>.
[35] Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." HubSpot Blogs. N.p., 30 Apr. 2014. Web. 4 Dec.
2014. <http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic>.
[36] Bennett, Shea. "When Is the Best Time to Post on Twitter and Facebook? [INFOGRAPHIC]." Mediabistro. N.p., 25 July 2014. Web.
05 Dec. 2014. <http://www.mediabistro.com/alltwitter/best-time-post-twitter-facebook_b58802>.
[37] TrackMaven. "A Complete Guide To The Best Times To Post On Social Media (And More!)." Slideshare. N.p., 10 July 2014. Web. 5
Dec. 2014. <http://www.slideshare.net/TrackMaven/when-to-postslidesharepdf>.
Survey
Survey
Survey
Survey
Survey
Survey
Survey
Survey
Survey
Survey
Survey
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<
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OneLessGirlProblem Garnier. N.p., n.d. Web. 24 Nov. 2014. <http://www.onelessgirlproblem.com>
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