Garnier Marketing Strategy – Marketing Strategy of Garnier: L’Oreal’s flagship brand, Garnier was the first cosmetic brand to be introduced in France in 1904. It offers a range of products including skincare solutions for men and women, hair care, and hair color products.
The Garnier brand is second in the L’Oreal brand portfolio offering four categories and seven areas of expertise.
Garnier At A Glance – Marketing Strategy of Garnier
Company : Garnier
CEO: Thierry Garnier
Founder: Alfred Amour Garnier
Year founded: 1904
Annual Revenue: 38.3 billion dollars
Profit | Net income: 9.13 billion dollars.
Products & Services: Garnier hair care and skincare products – Garnier Pure Active Neem Face Wash.- Garnier Ultra Blends 5 Precious Herbs Oil-In-Cream. – Garnier Men Oil Clear Oil Control Fairness Cream.- Garnier Wrinkle Lift Anti-Ageing Cream. – Garnier Fructis Long & Strong Serum.- Garnier Skin Naturals Beauty Benefit BB Cream.
Competitors: Silk Oil | Davines | Moroccanoil | Schwarzkopf Professional | Pantene | Nexxus | The Sims Resource | Kiehl’s
Marketing Strategy of Garnier
Garnier’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Garnier? Let us discuss.
Garnier Marketing Strategy – Segmentation, Targeting, Positioning
segmentation plays a key role in the offering of the brand’s goods. Garnier employs a mix of Demographic and Geographic segmentation variables such as age, gender, social class, income, etc.
Because the brand has a presence with many brands and categories, it employs differentiating targeting strategy.
Its products are affordable and offer value to customers.
Garnier Mission Statement
“To give customers a complete skin and hair care routine to make them look the best every day”
Garnier Vision Statement
Garnier’s vision is to become the number one brand worldwide inspired by natural beauty in the consumer products segment thanks to its product formulation and its responsible and ethical commitments.
Garnier Marketing Strategy – Competitive Advantage
The unique strategy of the brands is called Universalisation. It allows the set of internal processes to accept differences worldwide and give prominence to the needs and desires of consumers from diverse cultures, societies, and regions to provide tailor-made products for customers and exceed their expectations.
Strength in the developing countries:
The focus on emerging countries is key to the company’s growth in an age where the demand from developed economies has soared. To address this, the brand has a strong presence in developing countries around the world.
Garnier Marketing Strategy – BCG Matrix
The brand is well-known for harnessing nature’s bounty. Skin Care & Hair Care products are rich in fruits, flowers, buds, and seeds.
Both Garnier’s businesses verticals, hair care, and skincare hold significant market share within most markets that it operates into. Therefore both verticals are Stars of the BCG matrix
Garnier Marketing Strategy – Distribution Strategy
The brand is present in over 140 countries through 42 factories. The company’s offerings are distributed through various channels including pops & mom stores, wholesalers, distributors, wholesalers, and eCommerce websites.
L’Oreal has more than 89000 employees in various countries around the world, which is available to corporate customers.
Garnier Marketing Strategy – Brand equity
Garnier is a top-rated hair and skincare brand in the Asia Pacific region. According to the Brand Finance report, Garnier ranked 8 th on the 50 most valuable cosmetic brands with a brand value of $ 5062 million.
Brand Trust 2014 ranked the brand 83rd among India’s most trusted brands.
Garnier Marketing Strategy – Competitive Analysis
The company operates with four sub-brands. This expertise is what drives the company and helps it compete with many national/international and local players worldwide.
Garnier is focused on one line in an industry that sees natural and Ayurvedic products rising in demand. This is to capture the underlying opportunity for the evolving market dynamics.
It is competing with P & G’s Heads & Shoulders, Revlon, Pantene, and Revlon Lakme, ponds, etc. International Skin and Hair Care brands compete on the market using seven sub-brands, i.e. Garnier, Fructis SkinActive SkinActive, Ambre Solaire Ultra DOUX Nutrisse and Olia
Garnier Marketing Strategy – Market Analysis
The company can penetrate emerging markets and expand brand portfolio/SKU’s. These are just a few of the strategies that help it be ahead of the competition.
Volatility in the market is caused by the presence of local players, rising raw materials prices, changing lifestyles, and increasing bargaining power for suppliers.
Garnier Marketing Strategy – Customer Analysis
People are more conscious of how they look because of the changes in their lifestyles. Garnier customers range from college graduates to seniors, but most are between 16 and 45 years old.
This is the Marketing Strategy of Garnier. Please let us know if you have additional suggestions to add.
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