PROJECT REPORT ON

Study on customers perception with special reference to Garnier hair care products
SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGREE FOR THE AWARD OF THE Degree of Bachelor of Business Administration (B&I) 20010-13 UNDER THE GUIDANCE OF Mr. Jatin Vaid Faculty MAIMS Submitted by: ROLL NO:01814701710

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES

Affiliated to Guru Gobind Singh Indraprastha university, Delhi PSP area, Plot no 1, Sector 22, Rohini Delhi 11008

STUDENT DECLARATION
This is to certify that I have completed the Project titled Study on customers

perception with special reference to Garnier hair care products under the guidance of Mr. Jatin Vaid in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.

CERTIFICATE FROM GUIDE

This is to certify that the project titled Study on customers perception with special reference to Garnier hair care products is an academic work done by Shekhar Kapoor submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by her in the project has not been submitted earlier.

ACKNOWLEDGEMENT
An old Chinese proverb says: When eating your bamboo sprouts, remember the men who planted them. Now that my sprouts are ready to eat, it is time for me to express my deepest gratitude to all those who have made this possible. I take this opportunity to express my deep sense of gratitude to our director sir MR. N.K KAKKAR for his valuable support for this project completion. I also wish to express my sincere gratitude to Mr. jatin vaid who guided me and helped me from time to time to successfully conduct this research. I think her direction was the best thing that could happen to me and my project. I would also like to thank my family members and friends for their cooperation. Last but not the least I would like to say thanks to all the respondents who helped me to form the base of the project work.

EXECUTIVE SUMMARY
The application of the four Ps (Product, Price, Promotion, and Place) of marketing revolves mainly around the customers in the target segment. The target segment for any product is that homogeneous group of people which is purported to be the most potential customer for the product. The market follows the Pareto Principle, which says that 80 per cent of the sales come from 20 per cent of the people. Thus, for any product, one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that products sale to the company. No surprise then that major marketing efforts of companies attempt to attract the most potential group. This project is an extensive study of the 4Ps analysis of the Garnier products. This detailed study helped us in understanding the Price, Place, Product and Promotion aspect of the Garnier products. After having done this study I was able to identify the pricing strategies followed by LOreal in terms of their product along with their promotional strategy in the NCR region. This case study also helps in getting an overview of the Indian hair care market scenario, its growth trends, future prospects and opportunities available. L'Oreal is one of the most successful International premium brands in India. This French brand came to India in 1991 with its Ultra Doux range of Shampoo through its Agent Laboratories Garnier. In 1994 Laboratories Garnier became the 100% subsidiary of L'Oral.

In 2000 LOreal launched its range of cosmetics in to Indian market. The Indian Cosmetic and skin care market is estimated to be around $300 Million. In this market the Color Cosmetic segment is around Rs 250 crore while the Skin care segment is estimated to be around Rs 400 crore. L'Oral's strategy is to evolve Garnier into a master brand, stretching across categories that over the next few years would include soap, body wash and facial care, similar to Unilever with Dove. "Fructis shampoo and conditioner is core, and they are introducing styling aids as part of a mega brand strategy.

CHAPTER SCHEME
Chapter 1 : This chapter includes the purpose that why this project has been made, research methodology, its design and last not the least various sources from where the data has been collected. Chapter 2 : This chapter- company profile, as the name suggests is the focuses on the introduction of the company loreal with special reference to the brand image of its hair care products in market and also the extensive study of the 4PS analysis of its products.This chapter also helps in getting the overview of the Indian hair care market scenario, its growth trends, future prospects and oppurtunities available. Chapter 3 : The chapter findings and analysis, mainly includes the analysis done by using the various methods such as preparation of pie charts, bar graphs etc with the help of the feedback given by the customers

Chapter 4: This chapter includes some suggestions which otherwise can be termed as further scope of improving this project. Chapter 5: conclusion

TABLE OF CONTENTS
STUDENT DECLARATION..............................................................................................2 CERTIFICATE FROM GUIDE..........................................................................................3 ACKNOWLEDGEMENT...................................................................................................4 EXECUTIVE SUMMARY.................................................................................................5 CHAPTER SCHEME..........................................................................................................7 Chapter 1 : This chapter includes the purpose that why this project has been made, research methodology, its design and last not the least various sources from where the data has been collected........................................................................................................7 Chapter 2 : This chapter- company profile, as the name suggests is the focuses on the introduction of the company loreal with special reference to the brand image of its hair care products in market and also the extensive study of the 4PS analysis of its products.This chapter also helps in getting the overview of the Indian hair care market scenario, its growth trends, future prospects and oppurtunities available...........................7 Chapter 3 : The chapter findings and analysis, mainly includes the analysis done by using the various methods such as preparation of pie charts, bar graphs etc with the help of the feedback given by the customers .......................................................................................7 TABLE OF CONTENTS....................................................................................................8 CHAPTER 1: INTRODUCTION.......................................................................................9 Research Objective of the study.....................................................................................10 RESEARCH METHODOLGY OF THE STUDY........................................................11 RESEARCH DESIGN...............................................................................................12 DATA COLLECTION...............................................................................................13 Sample TECHNIQUE............................................................................................15 SAMPLING SIZE..................................................................................................17 CHAPTER 2: COMPANY PROFILE...............................................................................18 LOREAL INTRODUCTION....................................................................................19

CHAPTER 1: INTRODUCTION

Research Objective of the study

The objective of my project is to comprehensively research on customers perception on one of the successful sub-brands of LOreal- GARNIER. Within Garnier, i have incurred a study on the hair care product range of Garnier that is Garnier Fructis and Ultra Doux. I have essentially focused on its shampoos and conditioners. My research has been aimed at understanding the market share of Garnier within the LOreal brand and among other brands. Also i have captured the market capabilities of Garnier hair care shampoos and conditioners. I have researched on the brand perception of the product by the customers and customer loyalty towards the product. I have also stressed on the four Ps of marketing in relation to this product and the marketing strategies that have been adopted by LOreal, essentially Garnier from time to time. The stress however has been on the PRODUCT out of all the four Ps and on the consumer behavior and their perception towards the brand. I have also focused on the current leading competitors of LOreal-Garnier and conducted a brief study on their marketing strategies.

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RESEARCH METHODOLGY OF THE STUDY

Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis. According to Clifford Woody, Research Methodology comprises of defining & redefining problems, collecting, organizing &evaluating data, making deductions &researching to conclusions. Accordingly, the methodology used in the project is as follows: Defining the objectives of the study Framing of questionnaire keeping objectives in mind (considering the objectives) Feedback from the respondents Analysis of feedback Conclusion, findings and suggestions.

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RESEARCH DESIGN
Different types of research design have emerged on account of the different perspectives from which a research study can be viewed. There are three fundamental categories that we use frequently are given below. EXPLORATORY RESEARCH the case of exploratory research, the focus is on the discovery of ideas. An

In

exploratory study is generally based on the secondary data that are readily available. It does not have formal and rigid as the researcher may have to change his focus on direction, depending on new idea and relationships among variables. An exploratory research is in nature of preliminary investigation.

DESCRIPTIVE RESEARCH:

The objective of such a study is to answer the who, what, when, where and how of the subject under investigation, descriptive studies are well structured and tend to be rigid. CASUAL RESEARCH

A casual research investigates is cause and effect relationship between two or more variables. The casual research design is based on reason along

The research design used in this project is a DESCRIPTIVE DESIGN.

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DATA COLLECTION
Research will be based on two sources: PRIMARY DATA Primary data is that kind of data which is collected by the investigator herself for the purpose of specific study. The data such collected is original in character. The advantage of third method collection is the authenticity. SECONDARY DATA When an investigator uses the data that has been collected by others is called secondary data. The secondary data could be collected from journals, reports and various publications. The advantages of secondary data can be economical, both in the term of money and time spent. In my project work I have used both primary and secondary sources of data. Primary sources in the form of questionnaire and secondary sources were various internet sites like Google.com, Wikipedia.org and many more with the past records of the company. And also visited various libraries for collection of the introduction part.

Instrument for data collection

Through questionnaires 13

Through interview Through observation

Questionnaire Formulation Marketing researchers have the best instrument in collecting primary data i.e. a questionnaire to collect the data and to establish the view of the people from all the sectors of the society. Questions should be: O O O Clear Easy to understand Directed towards meeting an objective.

Must maintain impartiality and be very careful with personal data. Two basic types of questions are: O O Open ended Closed ended

The questionnaire designed for this project contains closed-ended questions. All the questions are clearly defined. All the questions are clearly defined. The questions are framed keeping in mind the objective of research and kind of information required.

Findings The findings of the project are 14

Research Design Data Source Research approach Research instrument Type of questions

: : : : :

Descriptive Primary and secondary Survey method Questionnaire Closed ended

Sample Size Collection Sample Area Time

: : : :

100 samples Convenient sampling North Delhi 6 weeks

Sample TECHNIQUE

The sampling designs are mainly of two type non-probability and probability sample designs. RANDOM SAMPLING A random sample gives every unit of population a known and probability of being selected. Since random sampling implies equal probability to every unit in the population. It is necessary that the selection of the sample must be free from human judgments. SYSTEMATIC SAMPLING

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In this method first a sampling fraction is calculated as N/n where N is the total no. of units in the population and n is the size of sample.

STRATIFIED RANDOM SAMPLING A stratified random sampling is divided into mutually exclusive

and mutually exhaustive strata or sub group and then a simple random sample is selected in each strata or sub group.

CLUSTER SAMPLING Cluster sampling implies that instead of selecting individual units from the population entire groups or clusters are selected random. QUOTA SAMPLING Quota sampling involves the fixation of certain quotas, which are to be fulfilled by the interviewers, since quota sampling is not based on random selection it is not possible to calculate estimates of certain errors for the sample result.

JUDGEMENTAL SAMPLING

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The main characteristics of judgmental sampling is that units on elements of the population are purposely selected it is because of this that judgment samples are also called purposive. samples. Since the purpose of judgmental sampling is not based on random sampling it is also called non probability sampling. I have chosen convenient sampling for my project work

SAMPLING SIZE Data collection Areas Sample Size Method Used North Delhi. 100 Survey Method

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CHAPTER 2: COMPANY PROFILE

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LOREAL INTRODUCTION
LOreal was founded in the year 1909 by Eugene Schueller, a French chemist who developed an innovative hair color formula. Today, the LOreal Group is the world's largest cosmetics and beauty company and is headquartered in the Paris suburb of Clichy, France. It got its start from the hair color business but soon it developed activities in the field of cosmetics, concentrating on skin care, sun protection, make up, perfumes and hair care. L'Oreal is active in the dermatological and pharmaceutical fields. It is also the top nanotechnology patent-holder in the United States. L'Oreal is a listed company, but the founder's daughter Liliane Bettencourt who is one of the richest people in the world, and the Swiss food company Nestl each control over a quarter of the shares and voting rights. LOreal famous advertising slogan is "Because Im worth it". It has recently been replaced by "Because you're worth it". Its portfolio of brands includes the cosmetics range of L'Oreal Paris and Maybelline NY, shampoo range Garnier, luxury products such as Lancme and active cosmetics such as Vichy. Its closest global competitor in the premium make-up segment is Revlon. Indias contribution to the growth of the global cosmetics market is about 60 percent. The beauty and the wellness sector in India are on a boom. LOreal started its operations in India thirteen years ago. The share of the Indian market to L'Oreal's turnover of 15.8 billion is small, but is growing. It operates in India through its wholly owned subsidiary, LOreal India and has four divisions consumer products, professional products, active cosmetics and luxury products. The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in terms of sales - Garnier.

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LOreal India has recently setup its own manufacturing plant in Pune. It imports most of its products from its facilities abroad and manufactures the rest in Pune. The Indian subsidiary headed by Chief Operating Officer Dinesh Dayal, who has been with the company for 20 years, is one of the key officials responsible for the formation and operations of L'Oreal India. The operations in India are conducted through a judicial mix of global and local methods of advertising to appeal to the Indian consumers. In India, the LOreal advertising account is handled by Mccann Erickson. LOreal India has discovered over the years, the behavior of the Indian consumers and has realized that the Indian consumer is not as price conscious as is portrayed. The brand is more expensive than the average FMCG, but offers a true value for money. The companys growth in India can be attributed to its innovation of new products, supply chain management, systems and structure. Being the worlds second largest cosmetics major, LOreal is planning to foray into the Rs 1,000-crore Indian herbal and ayurvedic cosmetics industry. After identifying its targets, LOreal India is in advanced talks with Biotique and VLCC to acquire herbal/ayurvedic cosmetics brands. The group is taking the acquisition route to enter this niche sector. LOreal has thus identified India as one of its top five growing businesses globally. L'Oral's research facilities in France, the USA, and Japan bring together more than 3,000 scientists and research staff. Their discoveries are published in leading scientific journals. LOrals innovations are patented, creating some 586 patents in 2004 alone. LOreals methodologies for evaluating the safety and efficacy of ingredients and finished products, product evaluation and claim substantiation are recognized by the international scientific community.

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LOreal products are the result of the following research, development and evaluation process:
1. The benefits offered by our products are supported by the scientific and customer evidence gathered at 13 research centers, 13 evaluation centers and through collaborations with leading independent research institutes around the world. 2. LOral products are validated by independent cosmetic-clinical studies under dermatological control to assess their efficacy and safety. The sample size of these cosmetic-clinical studies is in line with the industrys standards. 3. In addition, LOral conducts consumer studies to assess the products efficacy and satisfaction rate before they are launched. These tests are conducted by independent research companies and performed on a statistically significant number of women and men. 4. Moreover, customer satisfaction surveys are carried out after the products are launched. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks to assess their level of satisfaction and to help us to continually improve LOreal products.

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GARNIER- AN EXTENSIVE RESEARCH ON A LOREAL SUB-BRAND

LOreal operates in India through four main divisions: consumer products, professional products, active cosmetics and luxury products. The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in terms of sales Garnier. In the hair color segment, Garnier operates in the mid-price and luxury segment. This has enabled it to garner a 20 per cent share in a market dominated by local hair colorants and dyes. Garnier attributes its performance to being the first player in India to introduce a cream-based hair color below the price of Rs 100 (2002) and the first home-highlighting kit (2005). Garnier mainly produces hair care products, including the Fructis line, and most recently, skin care products under the name, Nutritioniste, that are sold around the world. One of their key ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids, vitamin B3, B6, fructose and glucose.Garnier, the L'Orealowned brand that shook up the US hair care market with the introduction of Fructis in 2003, now has plans to bring over its skin care collection too. While L'Oral was focusing on hair color market in the initial stages of its launch, Maybelline was in the premium color cosmetic segment while Garnier in the "naturals" segment.

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In 2000 LOreal launched its range of cosmetics in to Indian market. Garnier concentrated on the Natural Hair care market with the main USP of strong hair. The brand positioned as a Unisex brand mainly used its international campaigns in India to appeal to the Indian consumer. Garnier believes in beauty through nature. Scientifically developed and enriched with selected natural ingredients, its products help look healthy and feel good every day. Garnier, L'Oreal and Maybelline, the three brands of LOreal have been defined by their price segments and positioning. The company has been steadily increasing its product portfolio in the Indian market especially in the hair care segment. Its skin care brand of Garnier has been extended to a shampoo and hair conditioner under the Fructis brand, in spite of the presence of Garnier's Ultra Doux shampoo and hair conditioner. Its hair coloring portfolio has also been given a boost and the company has decided roped in Kareena Kapoor as its new brand ambassador for its hair color brand of Garnier Nutrisse. Garnier concentrated on the Natural Hair care market with the main USP of strong hair. The brand positioned as a Unisex brand mainly used its international campaigns in India to appeal to the Indian consumer. Garnier has been able to establish itself firmly in the Indian market and has clearly defined its target market which is the middle class and the upper middle class segment. Garnier has very effectively designed its promotional strategies by adapting to the changing customer demand. It has penetrated firmly in the Indian market both in skin care as well as hair care products covering a wide range from shampoos, conditioners, to gels, serums, hair mousse, anti-acne ointments, anti-wrinkle creams etc. The accessibility factor of Garnier products has been taken care of by the company by ensuring easy availability of its products in almost all confectionery item stores to malls and kiosks.

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COMPANY REVIEWGarnier offers a vast range of hair color, hair care and skin care that bring you natural beauty. To guarantee complete satisfaction to its customers, Garnier seeks to continually improve product performance by addressing their customers specific needs using the companys long expertise in hair care, hair color and skin care. To be sure Garnier products guarantee maximum effectiveness in total harmony with the customers body, the company rigorously lab-tests all its new product propositions. Evaluated by experts and consumers before being put on the market, Garnier products give immediate and visible results. For the natural beauty of hair and skin, the company offers to its customers, more than simple products, providing advice and routines adapted to their personal needs.

HAIR CARE INDUSTRY IN INDIA- MARKET ANALYSIS

The hair care market in India is valued at $200 million. It has registered a growth of 3.8% over the previous year. The hair care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and hair gels. According to A C Nielsen (the world's leading marketing information company), hair colorants, feminine hygiene, and baby care have accelerated growth in personal care market. Hair colorants are substitutes for hair dye to counter graying hair. Hair colorants indicate strong growth trends with a year over year growth of 8 per cent. Gone are the days when hair conditioners and hair colorants were used occasionally to look beautiful. Today, they have become the way of life. Today, if there are more brands in the Indian market, its largely due to demand. For instance when hair colors first came to India, more than a decade ago, it was largely to cover grey hair. But with the increasing number of youth in the country; it has become a fashion statement, especially with the young and trendy.

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Thats why all the players have plans to modify existing products, launch new products and target different geographic segments and age-groups. However, hair conditioners in India still face a difficult market due to long established habit of using hair oil and ayurvedic treatments, as they are cheaper for consumers and lack the chemicals of conditioners.
Figure 1

The major players in hair colorants category are Godrej, Garnier, L'Oreal, and Lakme. The hair oil market is valued at Rs. 6 billions. Hair oiling is a major niche in the hair care segment. Unlike market abroad, India has a large quantity of consumers whose hair care expenditure also includes hair oils. The penetration level of hair oil is around 87%. Around 50% of the population uses hair oil every day. The growth rate of hair oils in rural India is faster than the growth rate in urban India. The major players in hair shampoo category are HLL, Marico, and Dabur India. Hair gel market segment is at a primary stage and not many local brands are available in India. Hair gels/creams are mainly used for hair grooming by men and is used as a fashion accessory. The market penetration of hair gels/creams is very low, and is limited to a small section of the urban market.

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EVOLUTION OF SHAMPOOS IN INDIA

HLL has been an undisputed leader in this market from early 90s from where the concept of shampoos got consideration. In 1964, Sunsilk was launched on a general or a normal shampoo platform. In 1971, Clinic Plus was launched on a different platform as a health shampoo for family usage. P&G launched for the first time, an anti-dandruff shampoo in 1987. Sunsilk re-launched in 1987 - Shampoo + Conditioner with Sachet packs. This time, it was launched on a beauty platform with a new variant in its packaging. HLL goes rural with Sachet shampoo concept. HLL was the first company to target the rural market with shampoos. P&G later launched Clinic Active in 1991 focusing more on the health platform by introducing pro Vitamin B in its shampoos. Sunsilk re-positioned and re-launched in 1994 (Nutracare) - Pink for dry hair, yellow for normal hair, green for oily hair and black for long hair. This stage marked the entry of competition in India due to certain factors such as the burgeoning middle class, a huge untapped market, low penetration levels, rising awareness of the youth. P & G enters India in Nov 1995, with the worlds largest selling brand - Pantene Colgate Palmolive launched Optima also in Nov 1995 ( breakthrough in Keratin treatment ) Nirma launched Nirma Shampoo which went into rough weather because it also had a detergent and soap with the same name. The brand name also had low price connotations.

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In mid 1997, per capita consumption of Shampoo increased Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share P & G launched its internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine (ZPT) - a unique anti-microbial agent. There were 2 variants regular and menthol

Sachet sale became 40 % of all shampoo consumption in the country. Clinic, Sunsilk, Organics and Lux and their various brand extensions dominate the shampoo market. In 1998, the company re-launched Clinic and Sunsilk brands. Sunsilk was re-launched with Fruitamins. Today HLL has a 63 % market share in the shampoo market. In South India, Clinic Plus and Clinic All Clear put together have a market share of about 70 % While toilet soaps have reached saturation, there is immense potential for penetration of shampoos into Indian households. According to NCAER, Shampoo penetration is expected to grow from 314 thousand households in 1998-99, to 506 per thousand households in 2008-09.

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CURRENT SCENARIO OF SHAMPOO MARKET

Shampoos are a significant segment of the hair care industry and they mainly cater to the middle class, the upper middle class, teenagers and now the upper class rural consumers. The penetration of shampoo market in India is just about 15% out of which the penetration in the urban market is 40% and in the rural market, it is 10%. There are broadly three basic segments in the shampoo market in India. These are: Cosmetics Anti-Dandruff Herbal

The top three brands in the Normal shampoo range are Clinic Plus, Sunsilk and Chik while in Herbal shampoo range, the top three brands are Ayush, Dabur Vatika and Nyle. The anti-dandruff shampoos include Clinic All Clear, Head and Shoulders and Dabur Vatika as the best performing brands. The premium products in the shampoo market include Shehnaz Hussain, LOreal and Revlon Flex as the ruling brands in the market. On the basis of the research conducted by us, the shampoo market has a large untapped market as it is still considered as a premium cosmetic product by a huge part of the Indian population. This can be justified from the current market scenario of shampoo market which states that the current per capita consumption of shampoos by Indian consumers is just 13 ml which is very less as compared to its other Asian counterparts where t is about 160 ml in Indonesia and about 330 ml in Thailand. Further, our research shows the following facts:

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The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc.

Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care. Some consumers use natural conditioning agents such as henna. About 50% of consumers use ordinary toilet soaps to wash their hair. About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair. Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance.

Consumers attribute lathering to the act of cleaning. Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair.

An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair Most consumers do not use shampoo daily. Regular users would need smaller quantity of shampoo per bath. Hair tends to collect more dust due to dusty environment and oiling habits. Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes. In Contrast, shampoo bottles are more popular in the Northern markets. About 50 % of the shampoo bottles are sold in the Northern region alone.

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In the North, local brands such as Ayur have strong equities and these products being low priced dilute sachets USP of low price.

With changing times, this particular market segment is also improving at a fast pace. The main challenge therefore in front of marketers is to increase the product awareness in the Indian market and also focusing on targeting the rural market which is majorly unaware about the product. It is due to this reason hat Ad campaigns are on a rise as there is a lot of competition in this area and there are low penetration levels with a large untapped market. There are certain brands that are actively increasing their presence in the market by marketing their shampoos through different channels, especially online marketing.

GARNIER TESTING POLICIES:

All products are the result of rigorous research and development and benefit from the expertise of our multi-disciplinary scientists & research staff. Their discoveries are frequently published in leading scientific journals and have resulted in several patents. Garnier uses methodologies recognized by the international scientific community as part of its products' development process which assess their safety and effectiveness.

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Stages of research, development and evaluation at Garnier:

STAGE I: Garnier products benefits from scientific and customer research

gathered from several research centers and evaluation centers around the world.

STAGE II: Independent clinical studies to assess the effectiveness and safety of
our products. They can be done under dermatological or Ophtalmological control.

STAGE III: Consumer studies verify product effectiveness and consumer

satisfaction rates before the product is launched.

STAGE IV: Once products are launched; customer satisfaction surveys are also
carried out. These involve interviewing a statistically significant number of people who have bought and used the products for several weeks. This information helps us to monitor levels of satisfaction and we use this type of customer feedback to evaluate and improve our products on an ongoing basis.

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STUDY OF 4 PS OF GARNIER

HAIR CARE PRODUCTS

Garnier Fructis Daily Care

Garnier Fructis Daily Care is fortified with Reinforced Active Fruit Concentrate an innovative combination of vitamins B3 and B6, fructose and glucose. Gentle enough for everyday use, it nourishes, strengthens and smoothes each hair strand, keeping it balanced and healthy-looking. Hair is up to 5x stronger, up to 5x smoother and so much shiner. The result: Great-looking hair that is anything but ordinary.

Garnier Fructis Color Shield

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Garnier Fructis Color Shield is fortified with UV protectant and Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially created to care for color-treated or highlighted hair, it penetrates inside the hair to moisturize and strengthen it. With UV protectant, the formula helps keep your colortreated hair brilliant and shiny on the outside. Hair is up to 5x stronger, up to 5x smoother and so much shinier, so color looks brilliant longer.

Garnier Fructis Moisture Works

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Drench your hair with moisture! Fortified with Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose - this creamy system helps restore moisture in dull, brittle or dry hair. Moisture is replenished and brilliant shine returns. Hair is up to 5 times stronger, up to 5 times smoother and so much shiny

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 Garnier Fructis Sleek & Shine

Can your frizzy, coarse, rebellious hair withstand even the most humid weather? Get the strength to fight frizz with Garnier Fructis Sleek & Shine. It's specially created to smooth dry, unmanageable hair and contains Nutritive Fruit Micro-Oils - an innovative combination of apricot and avocado oils, and vitamins B3 and B6. Hair is 5x stronger, 5x smoother and so much shinier. The result: Long-lasting frizz control for hair that's incredibly sleek, even with moisture in the air.

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 Garnier Fructis Length & Strength

Impossibly long locks aren't impossible with Garnier Fructis Length & Strength! Stronger hair grows even longer. It's the first anti-breakage system with Reinforced Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose. Specially created for hard-to-grow-long hair, this system reinforces hair, protecting it from breakage and split ends.

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 Garnier Fructis Anti-Dandruff

Soothe your scalp! Created with Pyrithione Zinc and Active Fruit Concentrate - an innovative combination of vitamins B3 and B6, fructose and glucose - this double-action formula is gentle on your scalp, but ruthless on dandruff. It's a powerful force for healthylooking hair and the confidence that comes with it. It helps eliminate the symptoms of dandruff, effective with the first wash, and makes your hair up to 3 times stronger! The result: No flakes guaranteed.

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 Garnier Fructis Strength & Repair

Garnier Fructis introduces the Strength & Repair System to help reverse the signs of damage in one week, leaving hair intensely nourished, repaired from the inside out and more resistant to breakage. The formulas with Nutritive Fruit Micro-Oils - a combination of apricot and avocado oils - nourish hair, and Ceramide Reconstructor to help repair and fortify hair.

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NATURAL INGREDIENTS OF GARNIER:

FRUCTOSE AND GLUCOSE:

Fructose is also known as fruit sugar because it is abundantly found in fruits. It is generally associated with Glucose. They are a part of the class of Carbohydrates, which represent an important source of energy for all living organisms. The role of Fructose and Glucose in nourishing hair was demonstrated by in vitro culture of hair follicles. Fructose and Glucose are fuel for hair.

FRUIT AHAs:
Alpha Hydroxy Acids are a specific and original chemical family that is found in numerous fruits: malic acid in apples, citrus acid in citrus fruits, and tartaric acid in grapes. Of these, citric acid is the most nourishing for the hair; it penetrates deep into the hair to improve the mechanical resistance of hair structure.

GREEN TEA EXTRACT:

It is obtained from young dry leaves which have been macarated and percolated in cold extraction process in order to reserve the plants active components. Green tea contains Caffeine, which has stimulating properties and is considered a medical plant.

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CAFFEINE:
The stimulating properties of caffeine help to break down fat. It is also known for its beneficial effect on micro-circulation and for its decongesting properties.

ANTI STORAGE GINGKO:

Gingko slows down storage of fats and is renowned for it filtering properties.

GRAPE SEED OIL:

Fragrant fruit oil concentrate that starts nourishing while one colors his/her hair.

VITAMINS B3 AND B6:

These vitamins are organic compounds which are vital for cellular life: they actively participate in metabolic reactions. Vitamin B6 can be found in various fruits including avocado, grapes, pineapple and peaches. Vitamin B3 can also be found in fruit; apricots, bananas, lemons, figs, pears.

FRUIT OILS:
Garnier has selected a unique combination of fruit oils from olives, grape seeds, blackcurrants, avocado, almond and apricot to help replenish lipids that the skin is lacking.

Promotional Strategy
41

The cosmetics giant is using hairdressing schools to stimulate demand for products many Indians saw as an alien extravagance. Above a bank in north Bombay, Indias future hairdressers are sculpting the tresses of volunteer models more willing to let trainees loose on their hair than a seasoned local stylist wielding a bottle of dye. Everyone is very particular about their hair these days, said Ruchi Khater, from beneath a stack of silver foil at LOrals hairdressing academy. For a customer who needs more than a trim, a visit to a hairdresser in India has traditionally been something of a hair-raising experience. This was particularly true for fair-haired Western women with layered styles and blonde highlights. They learnt the hard way that Indian hairdressers know little of color beyond a jet-black rinse or a streak of henna. That is not surprising as 85 per cent of Indian women have long, straight hair. Their natural tone is dark and they prefer home remedies recommended by their mothers. Most still use hair oil - vegetable oil, no less rather than fancy conditioners. It is a challenging environment for any company trying to sell packaged beauty products to the majority of Indias 1.1 billion people they are not only alien but also an extravagance. The solution for LOral, the worlds largest beauty and cosmetics group, was to create a market from scratch.

42

Since it opened its first academy in Bombay in 2006, 73 hairdressers have graduated. The six-month course turns out professionals capable of working as a junior in one of the select but growing number of international-standard salons in Indias big cities. LOrals distribution network also plays a vital role. Over the past decade the company has trained more than 30,000 hairdressers in India in the use of its products. In a media-driven culture obsessed with Bollywood, urban consumers are very demanding and image is everything. They read glossy magazines such as Vogue, which launched an Indian edition in September, and follow the changing fashions of their favourite celebrities. Its sales in India, where it is No 2 behind Unilever, are growing at 35 per cent a year. This year, they are about 100 million (71 million). Although LOrals professional products division represents only 17 per cent of total revenues, hair color was the Paris-based groups genesis and remains the creative heart of the business. Money-spinning mass-market brands such as Garnier are being pushed hard in India, where the company estimates there is a market of 50 million people. LOral hopes that very soon it will be because they think theyre worth it. In India, advertisements for L'Oral-branded products and the company's Garnier line generally feature a pale model and focus on the ingredients in the product, using takeaction language like "YES to fairer and younger looking skin" or "Against inside cell damages."

43

LOreal Group and Godrej Consumer Products dominate Spends on Hair Dyes in Television Advertising

Last time, we had seen that Shampoos was not a very seasonal category in terms of advertising on TV. Let's check out the trends for another similar category from the Personal Care Sector-Hair Dyes. The below graph suggests that like Shampoos, Hair Dyes do not show any seasonality in terms of advertising peaks.

Figure 2

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Let's look at the top players in the Hair Dyes category. LOreal Group and Godrej Consumer Products Ltd are the two big giants in this category. Their share of expenditures on this category on Television are close to each other with LOreal getting the top slot with nearly 38% share of the advertising pie whereas Godrej Consumer Products gets 33% share of advertising. At the 3rd place we have Hygienic Research (although the margin between the 2nd and 3rd position is large) with nearly 18% share of advertising followed by Henna Export Corporation and Cavin Care Ltd with 5.5% and 3.8% shares of advertising respectively.

Moving on to the Top Brands in this category-it's once again flooded by L'Oreal Group & Godrej Consumer Products. Garnier Color Naturals (LOreal) is in the top position whereas its other product - Nutrisse Hair Color Mask and LOreal Excellence Cream are at the 4th and 5th position. Super Vasmol 33 (Hygienic Research) is at the 2nd position. At the 3rd position, we have Godrej Powder (Godrej Consumer Products) whereas its other products Godrej Color Soft, Godrej Kesh Kala Tel and Godrej Herbal Hair Dye are at 6th, 7th & 9th position respectively. Black Rose Kali Mahendi at 8th while Indica Hair Dye gains the 10th position.

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Figure 3

PROMOTION
Garnier has been very active and upfront in adopting new promotional techniques to market its products. The company follows a very popular technique to advertise and market its products that is the Viral Marketing policy. Viral marketing is a term coined to define the productive ways a marketing message is made available. And corporate are using the medium to circulate brands and brand messages. The idea has caught on like a virus, as efficiently as Information Technology has entered households and businesses. 46

Firms are now structuring their businesses in a way that allows them to grow like a virus and lock out the existing brick and mortar competitors through innovative pricing and exploitation of competitors' distribution channels. The beauty of this marketing technique is that none of it requires any marketing. Customers, who have caught the virus, do the selling. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth'', "creating a buzz'', "leveraging the media'' and even "network marketing.'' It's a deceptively simple concept: Create a message, send it via e-mail, and make it so compelling that recipients want to pass it on to everyone in their address book. Advertisers are hot on the tactic, and the idea of putting consumers to work spreading the word about a brand or service seems sound.

When Garnier launched its Fructis shampoo, they latched on to the idea. The firm had to introduce the aspect of five times stronger hair and the firm had a braid competition whereby consumers could register on a site and create a knot on the Fructis braid, as part of their entry into the contest. The knot creation was actually created (visually presented on the site) and as a next step, consumers were expected to invite their friends to visit the braid and add to their score. A record 76,000 consumers created their own knot on the braid and forwarded the link to more than 82,000 of their friends, a survey report indicated. Viral marketers practice delayed gratification. They may not profit today, or 47

tomorrow, but if they can generate a groundswell of interest from something free, they know they will profit soon and for the rest of their lives. Since 'Free' happens to be the most powerful word in a marketer's vocabulary, most viral marketing programmes have attached themselves to it. The idea is to give away valuable products or services to attract attention. And, more importantly, someone else's resources are depleted rather than our own. Garnier has positioned itself as a lifestyle product mainly targeting teenagers and young girls. This is very evident from Garnier ads be it for Garnier fructis shampoos or for hair color. In a recent advertisement of Garnier hair color, a daughter advises her mother to try the product and thus makes an attempt to promote product among middleaged women. Hence, expanding the base of the target segment gives a whole new market to marketers, provided they are successful in convincing the customers of the secondrung segment. Advertising and marketing specialists are aiming at young, urban Indian women, who are earning their own money and are potential customers for a host of products, including name-brand clothes, cosmetics and new cars..

LOral hopes that very soon it will be because they think theyre worth it. In India, advertisements for L'Oral-branded products and the company's Garnier line generally feature a pale model and focus on the ingredients in the product, using takeaction language like "YES to fairer and younger looking skin" or "Against inside cell damages."

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PRICE
The target segment for any product is that homogeneous group of people which is purported to be the most potential customer for the product. The market follows the Pareto Principle, which says that 80 per cent of the sales come from 20 per cent of the people. Thus, for any product, one of the major tasks of marketers is to identify the group of 20 per cent that gives 80 per cent revenue of that products sale to the company. No surprise then that major marketing efforts of companies attempt to attract the most potential group. In the present stage of immense competition, companies are required to effectively plan their pricing strategies to not only retain current customers but to also expand the customer base by targeting new segments with an aim to convert them into loyal customers. Trying to strike a balance in its pricing strategy for the Indian market, `L'Oreal India Private Ltd believes that by introducing more stock keeping units (SKU's) it will be able to tide over the steep pricing of its products. Mr. Ashwin Rajgopal, Marketing Manager, L'Oreal Consumer Products, told Business Line that, "We are looking at pricing in the Indian context and there is a kind of balance we have struck. Considering the large number of SKU's that we already have worldwide, it is possible to market the products at an almost comparable pricing." For aspirational products Garnier has adopted an international pricing strategy, which may not be the case for the rest of the products. However there is no hard and fast rule

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Besides, the company has also been customizing its products for the Indian market and there is expected to be a blend of both international as well as Indian formulations for its products. For instance its Garnier brand of Color Naturals is an `Indianised' product. L'Oreal has formed a brand matrix with great power of integration. Any new brand merged into the relevant channel will fully utilize the resources in existing channel as well as expand L'Oreals whole distribution channel by integrating its original channel. The dissemination of brand will improve companys overall influential power. L'Oreal recognized the leverage effect of it brand and focus its propagandas on brand rather than propagandas on particular product. It is dedicated in building the relationship between its brand and the market. It aims to enhance brand power by maintaining the good image in publicities. L'Oreals efforts were also embodied on its marketing strategy. It always concentrates on supporting those brands which can mostly represent its advantages and leverage resources to those premium products.

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PLACE

To run a company in profit the place factor out of the 4ps of marketing mix plays a very crucial role. This includes decisions about where to sell the product or concerns about where the customers are, and how to get to them. It also includes the "channel of distribution" - meaning, all the different middlemen a company use to get the product out to the customer. LOreal runs a massive worldwide operation employing nearly 62,000 men and women of various races, backgrounds and religions across nearly 60 countries. Part of the reason for the corporations success has been its sensitivity not only to its consumers but also to each and every one of its employees. The corporation has made sure that all their employees have opportunities to develop themselves both personally and professionally. This commitment by the corporation to take care of their own employees has resulted in LOreal being rated by the European business school students as The Employer of Choice for the year 2006. With over a century of experience in the cosmetics industry, LOreal has established 19 global brands and produces them in 40 factories across the world. These factories are all state of the art and ISO 140001 certified and all of their industrial sites are audited with the standard SA 8000 (LOreal Corporation). The corporation makes sure that every product that rolls out from their factories complies with their own high standards and meets or exceeds quality and safety standards set by local governmental agencies such as the Food & Drug Administration of the United States of America. LOreals success in the cosmetic industry is due not only to their high quality, but also to the corporations marketing efforts to make sure their various brands have a strong market presence. In past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. To make its presence feel in different parts of the world LOreal has acquired many different companies like The Body Shop International plc, known as The Body Shop, which has over 2,000 stores in more than 50 countries. 51

ANALYSIS OF INDIAN MARKET

Garnier being an important brand of LOreal in both hair care and skin care is available all round the globe easily. In Indian market the hair care products of garnier like garnier fructis, ultra doux etc is available in both organised and unorganized retail shops in India. The high end skin care products like Nutritionsite are available only in selected retail outlets in country. In India Garnier manufactures its products in Pune whereas its registered office is in Mumbai. To popularize its product line LOreal has occupied brand corners in many big malls and retail outlets in which garnier products get a major chunk. LOreal has tie ups with many big beauty salons and parlors who can promote and sell its products. Over the past decade the company has trained more than 30,000 hairdressers in India in the use of its products. And it has helped to establish about 300 salons in the past five years. The theory is simple: If there is no natural demand for your goods, stimulate it. We have created a profession and a market, Didier Villanueva, LOral Indias country manager, said. If you train people they will use your products. Its sales in India, where it is No 2 behind Unilever, are growing at 35 per cent a year. This year, they are about 100 million (71 million). Although LOrals professional products division represents only 17 per cent of total revenues, hair color was the Paris-based groups genesis and remains the creative heart of the business. Money-spinning mass-market brands such as Garnier are being pushed hard in India, where the company estimates there is a market of 50 million. Garnier products are easily available for sale on many websites in India.

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SWOT ANALYSIS OF GARNIER PRODUCTS

Strengths
Strong and Focused Brand Portfolio. Presence in Emerging Markets. Strong R&D Capability. Variants available. Geographical Coverage.

Weaknesses
Dependence on Western European Markets Late Entry into Asian markets. Unable to gain much of market share.

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Opportunities
M&A Opportunities. Growth in Adjacent Categories. Demand for Natural Cosmetics. Growth of Direct Sales Channels Changing Consumer Lifestyles. Rural market growth. Beauty products market growing with a significant rate.

Threats
Competition from Private Labels. Price Competition among Branded Manufacturers.

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Chapter 3 findings and analysis

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TOTAL NUMBER OF WORKING AND NON WORKNG RESPONDENTS

Figure 5

Interpretation: 56

The above pie diagram indicates that out of the total 100 respondents surveyed, 43% are working and the remaining 57% are not working and are mostly students.

GARNIER USAGE AMONG WORKING RESPONDENTS

Figure 6

57

Interpretation: Out of the total 43 working respondents surveyed, only 30% of them dont use any of the Garnier products, the remaining 70% of the working respondents use Garnier products. This indicates that the brand is popular amongst the working people. The respondents so surveyed were well aware about the brand and were also aware about almost all the product lines being offered by Garnier, be it in skin care or hair care. This result indicates that Garnier has a well defined target market catering mainly to upper middle class consumers which is mainly why the working respondents are frequent users of different products of Garnier.

GARNIER USAGE AMONG NON WORKING RESPONDENTS

Figure 7

Interpretation: 58

Out of the 57 non working respondents surveyed, about 84% of the respondents use Garnier products which means about 47 out of 57 people use Garnier products and 16% of the respondents dont use any of the Garnier products. This again indicates that the brand is popular among even the non working respondents who are majorly students in our survey. The inference that can be drawn from the above two pie charts is that irrespective of whether the consumers are working or are students, the brand has a good popularity. This means that the brand has successfully caters to the needs of the youth as well as people falling in the age bracket of 35 to 55.

PREFERENCE FOR HAIR CARE AMONG WORKING RESPONDENTS

Figure 8

59

Interpretation: Out of the 43 people who are working, about 29 of them use Garnier products and out of these 29 people, only 4% of the respondents use only skin care products and 18% of them use only hair care products while a major chunk of 78% of the respondents use both skin care and hair care products of Garnier. This indicates that the customers are regular and loyal users of almost all the product lines of Garnier.

PREFERENCE OF HAIR CARE PRODUCTS AMONG NON WORKING RESPONDENTS

Figure 9

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Interpretation: Out of the 57 non working respondents, about 36 of them use Garnier products. Out of these 36 respondents, 25% use only Garnier hair care products, 28% of them use Garnier skin care products and 47% of them use both hair care and skin care products of Garnier. This again indicates that majority of people like both the segments of Garnier but unlike the working consumers the non working consumers prefer Garnier skin care products over its hair care products.

USAGE FREQUENCY AMONG WORKING RESPONDENTS

Figure 10

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Interpretation: Out of the 29 people using Garnier products, 9% of the respondents purchase Garnier products fortnightly, 69% of the respondents purchase the products on a monthly basis and 22% of them purchase the products once in three months. This indicates that a majority of respondents are frequent users of Garnier products. This also indicates that there is easy availability of Garnier products at almost all retail outlets.

USAGE FREQUENCY AMONG NON WORKING RESPONDENTS

Figure 11

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Interpretation: Out of the 36 respondents who use Garner products, only 3% purchase the products fortnightly, about 6% purchase the products weekly, 33% of them purchase the products once in three months and a majority of 58% of the customers purchase the products on a monthly basis. The result of this data is very much similar to that of the working respondents. This indicates that the buying pattern of customers is more or less the same irrespective of their occupation.

AVAILABILITY OF GARNIER PRODUCTS

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Figure 12

The above data gives a combined interpretation for both working and non working respondents that out of 29 working respondents, 10 feel that Garner products are easily available at every store while 19 feel that they are available only at selective stores and out of 36 non working respondents, 16 respondents feel that the products are readily available at all stores, 19 feel that the products are available only at selective stores and only 1 respondent felt that the products are not easily available at all. The combined interpretation of this result indicates that the distribution network of Garnier is not very strong which leads to the unavailability of Garnier products quite often. Hence there is not much easy accessibility to Garnier products in general be it skin care or hair care.

PRICE OF GARNIER PRODUCTS

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Figure 13

The graph states that out of 29 working respondents, 15 feel that Garnier products are slightly overpriced and about 14 feel that the products are perfectly priced while none of the working respondents feel that the products are highly overpriced. In case of the 36 non working respondents, 20 feel that Garnier products are slightly overpriced while 15 feel that the products are perfectly priced. A combined interpretation of this can be that about 50% of both working respondents as well as students feel that the prices of all the Garnier products are slightly overpriced. This means that Garnier does not have a prime aim to offer the products at reasonable or affordable prices for all segments of consumers. This is because Garnier caters mainly to the middle class and the upper middle class consumers with a prime aim of providing good quality products to its loyal customers.

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SATISFACTON LEVEL
Figure 14

Out of the 29 working people surveyed, about 5 found garnier products highly satisfactory and a majority of 24 found the products satisfactory while none of the working respondents found them below satisfaction levels. While out of the 36 no working respondents surveyed, 2 respondents found the products highly satisfactory and a majority of 33 people found them satisfactory. Only 1 person out of the non working respondents found the products below satisfaction levels. The common interpretation out of this result can be that a majority of customers find Garnier products satisfactory which leaves some scope for improvement in the quality of products being offered by Garnier so that it can attract more customers thereby expanding the existing customer base.

USAGE PURPOSE
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Figure 15

Interpretation: Out of the 100 people surveyed, 77 people use Garnier products. Out of these 77 people only 2 answered that they use the product for medical purpose, while a majority of 75 people answered that they use the products for cosmetic purpose. Therefore those people who use Garnier products, 97% use them for cosmetic purpose, while a very small percentage of 3% use it for medical purpose. It is very clear from this data that people prefer Garnier products for cosmetic use only.

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PRODUCTS USAGE
Figure 16

Interpretation: Out of the 100 people surveyed, 77 answered that they use Garnier products. The chart above depicts the usage of different products by these 77 people. Shampoo & conditioner is used by 57 people, Facewash by 39 people, Acne Removal Cream by 8 people, Hair Color by 20 people, Anti-Ageing Cream by 3 people, Fairness Cream by 23 people, Anti Wrinkle Cream by 2 people, Dark Circle Removal Cream by 4 people, Moisturiser by 14 people and Body Lotion by 28 people. This data suggests that Shampoos & Conditioner are the most popular of Garnier products.

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AWARENESS
Figure 17

Interpretation: Out of the 100 people surveyed, 77 answered that they use Garnier products. We gathered information through our survey that how a respondent came to know about Garnier products. 74 respondents answered that they came to know about Garnier products through television, 21 by newspaper and magazines, 20 by word of mouth and 7 through internet. This data suggests that TV is the most popular source of information and awareness regarding Garnier products.

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Reasons for Not Using Garnier Products

Figure 17

Interpretation: Out of the 22 respondents who do not use the Garnier products, 14 people (64%) are happy with their current brand and have not tried Garnier yet, rest 4 people (18%) do not find Garnier products effective, the other 3 people (14%) finds the price of the garnier products as the main reason for not using it. Thus if Garnier needs to make the customers use their products for once and be able to stand on their expectations.

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71

Chapter 4 - suggestions

It needs to improve the availability network of the product so as to reach a large customer base because 60% of the respondents feel that it is available at selective Stores only

Almost 64% people are happy with their current brand and do not want to switch to Garnier products thus it needs to make the customers aware of the products.

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Garnier need to adopt different promotional mediums like internet, magazines, product binding schemes and even surrogative marketing.

Introducing a low price product line for the rural market. Make the consumers aware of all the products other than its flagship products like shampoo, conditioner, hair color, and face wash etc.

Improve upon online sales service in tier 1 and tier 2 cities taking the time constraint of the customers in the picture.

It is still considered as a product for youth so it needs to target the people in the age group of 35 and above.

As boys are also becoming looks conscious so the male beauty segment can be one area of focus.

Introduce herbal product lines as the customer is getting more inclined towards herbal products

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Chapter 5 - conclusion

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The present study comes to the floor with the revelations having exciting and full of curiosity determinants in relation to the specified objectives to understand and analyze the 4P aspects of marketing for Garnier. Further the study helped in identifying the reasons which stops the customers to buy Garnier Products over other products and to understand customer Brand knowledge with regard to Garnier. As the study has been conducted, in the context of Indian customers (where interviewed customers are from Noida and Greater Noida), the investigation perspectives have been thrown, conditioning the specified motives of Indian people, putting aside the motives outside India. The research conducted was also helpful in identifying the frequency of purchase and usage of the Garnier products. Following are the few key findings of the study: 70% of the total working respondents use Garnier products. 84% of the total non working respondents use Garnier product. 78% of the working respondents users use both hair and skin care products, whereas 18% uses only hair care products by Garnier and 4% only skin care products. In non working respondents 47% uses both skin and hair care products by Garnier, 25% only hair care and 28% skin care products. Among the non users of the Garnier products 64% are happy with their current brand, 18% find Garnier products ineffective and 14% people find the price of the products a major concern. TV is the most popular source of information and awareness regarding Garnier products. Shampoos & Conditioner are the most popular Garnier products. Only 40% of the users said that garnier products are available at every store. 82% of the Garnier users are satisfied with the products.

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ANNEXURES

76

QUESTIONNAIRE
Dear Respondent, This is a survey regarding the product analysis of Garnier by LOreal, so kindly furnish the correct information. The information given will only be utilized for the research purpose only and not any other purpose.

RESPONDENT PROFILE Area of Residence: Age Gender : : Male____ Female____

Your monthly household income: a) Below 10000 b) 10000-25000 c) 25000-50000 d) Above 50000

1.

You use Garnier products. Regularly_____ Rarely _____ Sometimes____ Never ____

2. How did you get to know about Garnier products?

TV Newspaper/Magazines Word of Mouth Internet 77

Any Other___________

3. You buy Garnier products:

Weekly Fortnightly Monthly Once in 3 months

4. Have you ever used garnier hair care products?

Yes No

IF YES,
5. How do you find Garnier hair care products ?

Highly satisfactory Satisfactory Not satisfactory.

6. Why do you prefer Garnier Hair care products:

Quality Brand image Price 78

Status quo

7. The variant of Garnier hair care that you use is available at:

Every store. Selective stores. Not available in your area.

8.

The price you pay for the Garnier hair care products is: Highly overpriced Slightly overpriced Perfectly priced Under priced

9. Your purpose for purchasing Garnier hair care products is for:

Cosmetics Use ____ Medical Use ____ Both ____

IF NO, 79

10. You have not used Garnier hair care because of:

a) Price b) Effectiveness c) Availability d) Unaware of the product e) Any other reason__________

11. Alternate brand you prefer for hair care.

a) Panteen b) Sunsilk c) Fiama Di Wills d) Head &Shoulders e) Dove f) Clinic All Clear g) Others (Please specify) __________

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BOOKS

Paurav shukla, Essentials of Marketing Research, 2008 Edition, Purav shukla & Ventus Publishing ApS, Research Design, Pg.30. Beri, G.C., (2007), Marketing Research: Research Design, 4th Edition, McGraw Hill Education.

Philip Kotler, Merketing ManagementMillenium Edition, 10th Edition, Pearson Custom Publishing, Analysing Customer Market and Buyer Behaviour, Pg.142.

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WEBSITES
1. www.garnier.com 2. www.equitymasters.com 3. www.managementparadise.com 4. www.hindubusinessline.com 5. www.LOreal.com 6. www.scribd.com 7. www.google.com

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