88Anu uCSSlL8 Cl CA8nlL8 l8uC1lS"

MA8kL1lnC MAnACLMLn1 1 8LSLn1A1lCn

ACt1A
lnLroducLlon Lo Carnler
8rand oslLlonlng and 8eposlLlonlng
SLraLegles AdopLed
AdverLlslng
Sales romoLlon
SegmenLaLlon
ulsLrlbuLlon SLraLegy
1ackllng CompeLlLlon
SWC1 Analysls
MarkeL 8esearch Analysls
neL 1ake Away
8ecommendaLlon
1LC1tC1C 1C CALtL
Garn|er ls a dlvlslon of LCrea| LhaL produces halr care producLs
lncludlng Lhe lrucLls llne and skln care producLs under Lhe name
nuLrlLlonlsLe LhaL are sold around Lhe world
L'Creal enLered ln lndla ln 1992 wlLh lLs Carnler ulLra uoux range of
shampoos
Carnler accounLs for almosL 90of Lhe company's Lurnover ln lndla
Pavlng enLered Lhe counLry ln 1992 Lhe company revoluLlonlsed lLs
LacLlcs by rolllng ouL Carnler Colour naLurals a lowcosL halr dye
developed speclflcally for Lhe Aslan naLlon
LA1 ICS1CC A1
LtICS1CC
-@L CS@C--G
Carnler ulLra uoux Shampoo
Ayurveda and naLural
lngredlenLs
CompeLlLlve prlclng devold of
any dlfferenLlaLlon
CS@C--G
ulLra doux Lo Carnler lrucLls
Carnler Synergle Lo Carnler
Skln naLurals
1he prlces were seL aL a sllghL
premlumover mass brands
Carnler lrucLls Shampoo + Cll
whlch ellmlnaLed Lhe need of
Lwo separaLe halrcare rouLlnes
S1LA1tC A1CI1t1
ert|sement
Sa|es romot|on
Segmentat|on
D|str|but|on
S1LA1tC A1CI1t1
DV@S,-@ S@@G
1v Commerclals
8adlo romoLlons
news apers
Magazlnes
lnLerneL
S1LA1tC A1CI1t1
SLS C,C@C-
vlral MarkeLlng ollcy
vlral markeLlng descrlbes any sLraLegy LhaL encourages lndlvlduals Lo pass
on a markeLlng message Lo oLhers creaLlng Lhe poLenLlal for exponenLlal
growLh ln Lhe message's exposure and lnfluence
ConLesL
lnLroduced Lhe aspecL of flve Llme's sLronger halr and Lhe flrm had a brald
compeLlLlon whereby consumers could reglsLer on a slLe and creaLe a knoL
on Lhe lrucLls brald as parL of Lhelr enLry lnLo Lhe conLesL
S1LA1tC A1CI1t1
DV@S,-@ S@@G
LndorsemenL 8y 8ollywood SLars
Company has chosen a promlnenL and lnLernaLlonally famous
8ollywood face kareena kapoor Lo glve halr care Llps Lo Lhe
cusLomers
kareena kapoor has been chosen for Carnler endorsemenL
because of her popularlLy and her confldence and Lo make lL
more reachable Lo Lhe youLhs of lndla
S1LA1tC A1CI1t1
Demograph|c Segmentat|on
Gener
Men Carnler MLn
condlLloners along wlLh Lhe shampoo face wash molsLurlzer
and oll conLrol + molsLurlzer
Women Carnler Women
Carnler Palr Shampoo CondlLlonerlrucLls Shampoo lrucLls
AnLl uandruff Shampoo lrucLls CondlLloners as well as oLher
skln care producLs
Segmentat|on Strategy
S1LA1tC A1CI1t1
uemographlc SegmenLaLlon
ge Group
1eenagers Carnler lrucLls klds halr SporLy SLrawberry
Shampoo Carnler LargeLed Lhe segmenL beLween age
group say (3 14)
ncome
Carnler's maln LargeL caLegorles are hlgh lncome group
and mlddle lncome group
Segmentat|on Strategy
S1LA1tC A1CI1t1
sychograph|c Segmentat|on
Carnler lrucLls AnLl uandruff Lhe dandruff conLrol
segmenL lncludes people from all age groups wlLh Lhe
excepLlon of chlldren
Carnler lrucLls Color shleld Lhe color proLecLlon
segmenL ls malnly comprlsed of young people Leens
and a hlgh volume of Lhe adulL populaLlon
Segmentat|on Strategy
S1LA1tC A1CI1t1
eha|ora| Segmentat|on
Carnler lrucLls ually Care ls compleLely saLlsfylng needs and
wanLs slmply because lL provldes a Lerrlflc halr care and a sense of
unlqueness
Carnler lrucLls focuses on four ldenLlfled segmenLs uandruff
conLrol color proLecLlon molsLure and nuLrlLlon and yeL anoLher
wlLh conLrol of frlzz waves and curls
Segmentat|on Strategy
S1LA1tC A1CI1t1
DS@D@C- S@@G
ManufacLurer
Wholesaler
8eLaller
Consumer
1ACt1C CCMIt11C
lnnovaLed new producLs aL regular lnLervals
Launched shampoo + oll 2 ln 1 shampoo especlally for
lndlan markeL
used blend of forelgn and lndlan models for
markeLlng sLraLegy
Lxcluslve parLnershlp wlLh 1eracycle lnc
SWC1 AA1SS
SWC1 SWC1
resence ln Lmerglng MarkeLs
SLrong 8u CapablllLy
varlanLs avallable
Plgh rlce
LlmlLed ulfferenLlaLlon
LaLe LnLry lnLo Aslan markeLs
unable Lo galn much of markeL
share
uemand for naLural CosmeLlcs
Changlng Consumer LlfesLyles
8eauLy producLs markeL
growlng wlLh a slgnlflcanL raLe
LxlsLlng compeLlLlon
rlce CompeLlLlon among
8randed ManufacLurers
Strengths Weaknesses
Cpportun|t|es
@hreats
MALtt1 LtStALCt AA1SS
SDV I-D-GS
Analysls lnferences
S -S@D,-@
Sample Slze and uaLa
Analysls Lools
CuesLlonnalre deslgn
C@SS DSG-
LlsL of PypoLheses
MALtt1 LtStALCt AA1SS
L|st of
ypotheses
Garn|er Iruct|s pro|es
subst|tute for natura|
|ngre|ents use for ha|r
nour|shment
Garn|er Iruct|s makes the
ha|r |ong an Strong an
Sh|nes w|th a|| |ts strength
C@SS DSG-
MALtt1 LtStALCt AA1SS
S -S@D,-@S
Samp|e S|ze 104 respondenLs
Data na|ys|s @oo|s
le CharL
PlsLogram
LlkerL Scale
8ank CorrelaLlon
uest|onna|re A seL of elghL quesLlons
deslgned Lo analyze our
hypoLhesls
MALtt1 LtStALCt AA1SS
SDV I-D-GS
, S , S
97
3
Shampoo user
non Shampoo
user
1 What o you use to c|ean your
ha|r?
10
16
22
14
17
9
6
6
anLene uove
Pead and Shoulders Carnler
CLhers Loreal
Sunsllk Cllnlc lus
2 k|n|y spec|fy the bran of ha|r care that you
current|y use
MALtt1 LtStALCt AA1SS
SDV I-D-GS
79
16
3
6 f you are aske to change your shampoo
w||| you go for |t?
May be lf l wlll geL beLLer producL
l may be wllllng Lo change
no never
yes
1hls graph shows 79 Cf respondenLs are noL 8rand loyal and
Carnler lrucLls can galn Lhose consumers by sLrengLhenlng lLs
markeLlng and dlsLrlbuLlon sLraLegy
MALtt1 LtStALCt AA1SS
SDV I-D-GS
3
27
33
13
8
0
10
20
30
40
30
60
SLrongly Agree Agree nelLher Agree
nor dlsagree
ulsagree SLrongly
dlsagree
SLrongly Agree
Agree
nelLher Agree nor dlsagree
ulsagree
SLrongly dlsagree
C 7 Garn|er Iruct|s conta|ns natura| |ngre|ents wh|ch can rep|ace tra|t|ona|
way of c|ean|ng ha|r
Garn|er Iruct|s conta|ns natura| |ngre|ents wh|ch can rep|ace
tra|t|ona| way of c|ean|ng ha|r
C@SS
MALtt1 LtStALCt AA1SS
SDV I-D-GS
0
3
10
13
20
23
30
33
40
43
1 2 3 4
28
21
20
31
13
18
42
24
39
20
22
18
17
40
13
27
8 ank|ng of Iactors nf|uenc|ng urchase of
Garn|er Iruct|s
AuLvL81lSLMLn1S
ACkAClnC
nA1u8AL lnC8LulLn1S
l8AC8AnCL
naLural lngredlenLs lnfluence mosL Lhe purchase of Carnler lrucLls
C@SS
MALtt1 LtStALCt AA1SS
SDV I-D-GS
36
10
12
7
4
3
8
Carnler lrucLls
Pead shoulders
anLene
Sunsllk
Loreal
Cllnlc lus
CLhers
4 What bran comes to your m|n when you th|nk of Long an Strong a|r?
36 respondenL relaLes Carnler lrucLls wlLh Long and SLrong Palr"
C@SS
MALtt1 LtStALCt AA1SS
68
3
11
12
6
Carnler lrucLls
Cllnlc All Clear
Pead Shoulders
anLene
CLhers
0S Wh|ch bran from the g|en ||st o you assoc|ate the ||ne
"Long an Strong a|r" w|th?
SDV I-D-GS
68 respondenLs Lhlnks Carnler lrucLls provldes Long and SLrong halr
C@SS
MALtt1 LtStALCt AA1SS
SDV I-D-GS
0
03
1
13
2
23
3
33
4
43
lnC8LulLn1S
ln 1PL
SPAMCC
A8lLl1? 1C
MAkL 1PL
PAl8 SPln?
A8lLl1? Cl 1PL
SPAMCC 1C
8LMCvL
uAnu8ull
A8lLl1? Cl 1PL
SPAMCC 1C
MAkL 1PL
PAl8
S18CnCL8
A8lLl1? Cl 1PL
SPAMCC 1C
MAkL PAl8
LCnCL8
347
378
413 421
336
3 ate the attr|butes |n the orer of |mportance
C@SS C@SS
1he ablllLy of Lhe shampoo Lo make Lhe halr sLronger ls Lhe mosL
hlghly raLed aLLrlbuLe
MALtt1 LtStALCt AA1SS
-@ @k W
97 of sample slze are shampoo users
14 of sample slze uses Carnler lrucLls
MosL of Lhe respondenLs agree LhaL Carnler
lrucLls conLalns naLural lngredlenLs
62 of Lhe sample slze belleves LhaL Carnler
lrucLls provldes long and sLrong halr
resenLed 8y
uebaslsh uevkumar adhy
namlL Sachdeva
SumlL khandelwal
Sumedha uuLLa