Integrated marketing plan of Garnier Nail Paint

Executive Summary
Nail Paint, as a cosmetic product, promises to meet the needs of consumers by providing Color
rich, long lasting nail color that dries quickly and looks super shiny.
My product is Nail Paint and I am launching that under Garnier as Garnier is providing health
and skin care products but it is not offering nail paints so I am planning to launch my product
under the brand name of Garnier. For that I have made an IMC plan. I will use the element of the
IMC such as advertisement, sales promotion, public relation, trade shows, online marketing,
personal selling etc in our term paper. I have used the budget of Rs 5 crore for IMC as our
objective plan is to increase sales of Nail Paint by 30% in the next 2-3 years
The marketing strategies include proposed strategies involving product, price, place, and
promotion.

Included in the IMC plan are budget for Nail Paint to launch & implement their IMC plan for
nail paint by Garnier.
The Integrated Marketing Communication (IMC) Plan
An understanding of the IMC mix is essential in putting together an effective and creative IMC
plan for Greet the Day. Given an understanding of marketing and how important integration is in
a marketing program, I put an IMC plan that will overwhelm the client. In the process of
effectively developing and implementing an IMC plan, marketers and communication
professionals should always follow the marketing concept. Consumers' wants and needs (i.e.,
donors and publics) should always be the main focus of the program. To lose this focus means
that the program, although creative or award-winning, will sell no product or service.
Situation Analysis
The IMC situational analysis provides a history of the IMC functions and an assessment of the
environment in which the IMC professionals must work. Several factors must be considered in
the situational analysis. The company or organization for which the IMC plan is being created
must be analyzed. The environment in which this organization operates must be understood and
detailed. A market and consumer behavior analysis must be completed. Further, one must
understand the competitive landscape. Finally, a product or service history and evaluation should
be included.

The Industry
India, with a population of nearly a billion people, is a country of contrasts. India's urban
population is the main engine that fuels the demand for various cosmetic products. Although
Indians are strongly attached and committed to their traditions, and culture, the advent of
television and the awareness of the western world is changing the tastes and customs of India.
The morphing' of India is subtle and the changes are not visible for the first time visitor.
However, the market liberalization process that began in 1991, along with the crowning of three
Indians as Miss World and Miss Universe during the preceding four years, have made Indian
women conscious of their appearance. Consequently, the cosmetic consumption patterns of
Indian women have changed, and this trend is fuelling growth in the cosmetic sector.
Ten years ago, fewer than 10 per cent women use nail paints regularly, but today nearly 80 per
cent women use nail paints on daily basis. We have a lot of demanding young consumers who
have been exposed more and more towards new trends in fashion or different colors of nail
paints.
Market trend is to buy new and new type of nail paints. So we have a lot of chance to grow.

The Company
The Garnier Company thinks that good skin care should be a priority no matter the budget.
Specific Garnier products are designed to meet every customer's needs. Garnier has offered a
vast array of beauty products. The purpose and main focus of Garnier is to give its customers
trendy and good quality of nail paint i.e. with one coat and with double coat according to the
demand of customer.
Advertising: An advertisement designed to help launch the Nail paint. The advertisement shows
the images of the Garnier nail paint .The ad can be placed in newspapers, magazines, billboards,
internet, etc. wherever still photographs and print ads are appropriate. As indicated above, print
media or print-like media will not be the only media used to advertise the nail paint ad. Internet
media allowing for videos and audio will be used. TV will also be a medium for advertising. In
television or video ads, the attractive images of the nail paint are shown in the advertisement
with high quality picture.

Sales Promotion:The company can target girls in colleges and distribute some samples and also
introduce offers to promote the sales initially.

Personal Selling: The company will have to place the products where customers can easily locate
it. For eg: The company can place the products in front section of major department stores in
Nepal.

Positioning:Nail paint that is made from natural products and that will not
cause any harm to your nail and skin and it will add to your beauty in a
different way and give your hands and foot best look as compared to others.
It can help us to better positioning in the mind of our potential customers.
Quantifiable Measures
Many of the goals of the plan are measurable, including most sales, revenue
and usage goals. Progress within these areas will be monitored on a monthly
basis and adjustments made to program execution as needed. Of particular
interest, however, is evaluating the efforts to promote further purchases of
current nail paint users. Promotional efforts tied to this group will segregate
in an effort to determine this group's response. Communicating with this
group is critical to the long-term success of the nail paint.
Concept and Copy Testing
Since many of the portions of the media campaign will attempt to influence action on part of the
target, both concept and copy testing will be done prior to implementation. These activities
should help gauge if the messaging is applicable to the target, as well as if it is contemporary
enough to be relevant. Because much of the campaign relies on drivers of popular culture,
relevance or 'coolness factor' needs to be determined. Timeliness in this area is important.
Online Customer Survey
To gauge the ongoing interest in nail paint, users of the nail paint as par different occasions will
be encouraged to complete a series of short surveys on product usage and other factors. These
surveys will be designed to be very brief and will be integrated into the e-commerce system.
Consumers will be offered discounts for participation. While this method isn't evaluative of the
plan itself, it will provide the company with relevant data to evaluate their efforts.

Nischala Parajuli
BBA VIII A
12750