PRAXIS BUSINESS SCHOOL

Brand Dossier of “Garnier Fructis”

Submitted By:

Debasish Devkumar Padhy

Sumedha Dutta

Namit Sachdeva

Sumit Khandelwal

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Contents

Sl.no

.

Particulars Page

No.

1. Early History of the brand and its Evaluation over

time

3

2. Initial Positioning and Repositioning 5

3. Advertising , Sales Promotion and Segmentation

Followed By the Brand

6

4. Analysis of product and generic competition to the

brand.

10

5. Strategies Adopted over the time by Brand to tackle

competition or prime market expansion

13

6. Distribution Strategy followed by the Brand 15

7. Summary regarding the future directions of the

brand

16

8. References 17

9. List Of Hypothesis to be tested 19

10. List of Information Required to be collated. 20

12. Data collection method 20

13. Sample plan and Sample Size 21

13. Method Of Data Analysis 21

14. Questionnaire 22

INTRODUCTION TO GARNIER

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Garnier is an international company and is a mass market cosmetics brand of L'Oreal that has a

line of extensive range of beauty products. The company sells and researches upon cosmetics

products that are meant for body care, skin care, hair care, hair color and other beauty products.

Products by Garnier ensure the customers that beauty is all about "taking care of yourself". It is

sold in several markets around the world.

1. EARLY HISTORY OF THE BRAND AND ITS EVOLUTION

OVER TIME

Garnier is a worldwide company affiliated with 29 other brands owned by L'Oreal. L'Oreal,

based in France and the United States, has been in operation since 1909. It now owns five

divisions including Garnier. The first Garnier product was made by Alfred Garnier in 1904, a

hair tonic, when people still used soap on their hair. Besides this, Garnier has been the first to

produce sun-care items (in 1936) and the first to make a permanent home hair color (in 1960).

Today Garnier is the number-one brand in Europe using natural ingredients. The full company

name, Laboratories Garnier, originated in the 1920s as a producer of hair care products made

with organic ingredients. Garnier continues that mission today, as all of its products are made

with natural ingredients. The L'Oreal Group has owned Garnier since 1965.

Garnier came to India in 1992 and crafted a special place for it in the Indian market .This is one

global brand which has understood the dynamics of Indian market. Garnier came to India with its

Ultra Duox range of shampoos. The brand is a mass market brand from Loreal. Loreal started its

operations as a joint venture with MJ Group. Later in 1994, the company started its own

operations.

Globally Loreal is a company that is famous for its product innovation. Garnier too has built its

brand by launching new products on a regular basis. Garnier is now present in a diverse range of

personal care product categories. It is present in the hair-care and skin-care segments. The brand

has two sub-brands: Garnier Fructis and Garnier Ultra Doux. Fructis is an interesting sub-brand

which has clicked in the Indian market because of its positioning as a fruit based product.

In 2003, GARNIER made spectacular breakthroughs in the major growth driver countries (not

only Mexico, Brazil and the Russian Federation, but also Australia, India, Thailand and Taiwan),

and it made its first appearance in China. In each case, the product range has been adapted to

match the market opportunities available. In all these countries, the population is very young and

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eager for new, original and international products.The successful launch of Garnier Fructis

shampoos and hair-care products on the American market was the major event in 2003, enabling

GARNIER to become a global brand in its own right.Recently Garnier launched another new

innovative product in the Indian market - Garnier Shampoo + Oil 2 in 1 shampoo. This is

something that Indian consumer has never seen before.

2.INITIAL POSITIONING AND SUBSEQUENT REPOSITIONING

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I. INITIAL POSITIONING

L’Oréal entered India in 1992 with Garnier Ultra Doux Shampoo. It was chosen as a flagship

brand in India because its natural-ingredient story was a fit in a country with a history of

Ayurveda and natural remedies. The entry strategy it adopted was competitive pricing. Devoid of

any differentiation, the brand languished. It couldn't dent the shares of Hindustan Unilever and

Procter & Gamble. In the meantime, the market place got tougher with the entry of homespun

rivals like Dabur and CavinKare

II. REPOSITIONING

Repositioning of Garnier was done when Garnier ultra doux gave pathway to Garnier Fructis and

Garnier Synergie to Garnier Skin naturals. The prices were set at a slight premium over mass

brands such as Hindustan Unilever's Lakme or Sunsilk. It linked functionality to its price tag.

Garnier then started innovating different kinds of products to satisfy all types of consumers.

Thereby they started Garnier Fructis which offered nine different hair care products in order to

cater to the numerous hair care needs of its consumers. In doing so, Garnier Fructis has decided

not to target specific types within its benefit segmentation but to mass market to all.

The parent company L’Oreal got its biggest breakthrough when it rethought hair colors for the Indian

market in 2002. Its Garnier Nutrisse had failed to strike a chord with the consumers. When the brand

came to the bigger need gaps, they decided to create products for India. That was when it launched

Garnier Color Naturals which came in a Rs -99 hair-coloring kit with blacks and browns.

In 2004, L’Oreal came out with Garnier Fructis shampoo and conditioner. It was an international product,

but the formulae were all for India. With Garnier Fructis Long & Strong in 2006, the brand played with

the braid as the imagery and immediately connected with the contemporary Indian consumer. The look

was international but the product still spoke about long and strong plaits.

Another innovation came in 2009 when L’Oreal launched Garnier Fructis Shampoo + Oil which

eliminated the need of two separate hair-care routines. Such a product cannot be marketed in any other

country because hair oil is not used outside the Indian subcontinent. And it became the highest-selling

Garnier Fructis variant. By persevering in conditioners with Garnier Ultra Doux and then Garnier Fructis,

L’Oreal has a head-start over others. Hindustan Unilever can now be seen trying hard to catch up in this

rapidly-growing segment with Dove.

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3. ADVERTISING, SALES PROMOTION AND SEGMENTATION

STRATEGY FOLLOWED.

I. ADVERTISING

GARNIER FRUCTIS

Tagline:

1)Take care .

2) For hair that shines with all its strength .

Garnier Fructis product advertisement currently uses media outlets such as magazines,

newspapers, Internet, television, and radio.

The Garnier Fructis ad is a classic shampoo advertisement. In the commercial, a woman with

broken dull hair can’t have fun at a party. After washing her hair with Garnier Fructis shampoo,

her hair becomes shiny and healthy. She not only has beautiful hair, but she is now able to have

fun, play with a couple of guys and obtain some lip lock action from one of them. The Garnier

Fructis ad shows that supposedly, if a girl wants a life of fun and boys, washing her hair with

Garnier Fructis shampoo is all she needs to do. It gives the idea that a girl needs long luscious

hair to have a guy or a boyfriend. This ad does a good job of attacking one’s desires. Girls do

want to have a life of fun and to be able to attain a boyfriend; this is the life many girls wish to

have. Obviously Garnier Fructis shampoo cannot give anyone this, but again, it does do a good

job at calling at these desires.

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II. SALES PROMOTION

Garnier 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. 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. When Garnier launched its Fructis shampoo, they latched on to the idea. The firm had

to introduce the aspect of five time stronger hair and the firm had a braid competition whereby

consumers could register on a site and create a knot on the Fructis brand, as part of their entry

into the contest.

Garnier has featured endorsements by Bollywood stars for publicity. Garnier, over the years, has

become one of the most popular brands in cosmetics. For the promotion of the Garnier products,

the company has chosen a prominent and internationally famous Bollywood face Kareena

Kapoor to give hair care tips to the customers. Kareena Kapoor has been chosen for Garnier

endorsement because of her popularity and her confidence and to make it more reachable to the

youths of India. 

By sales promotion Garnier Fructis is able to reach Rs 117-crore market for hair conditioners,

4.6 per cent of the fiercely-contested Rs 2,887-crore shampoo market.

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III. SEGMENTATION STRATEGY

Segmentation refers to a process of bifurcating or dividing a large unit into various small

units which have more or less similar or related characteristics.

Basis of Market Segmentation

Gender

The marketers divide the market into smaller segments based on gender. Both men and

women have different interests and preferences, and thus the need for segmentation.

Garnier have also used this basis of segmentation.

Garnier have launched a product specifically for men, Garnier MEN. Then in order to give more

to the consumers they have conditioners, along with the shampoo, face wash, moisturizer and oil

control + moisturizer.

The brand have wide range of products meant for women: Garnier Hair Shampoo &

Conditioner-Fructis Shampoo,  Fructis Anti Dandruff Shampoo, Fructis Conditioners as well as

other skin care products.

Age Group

Division on the basis of age group of the target audience is also one of the ways of

market segmentation.

The products and marketing strategies for teenagers would obviously be different than kids.

Keeping this in mind Garnier opens up new segment with shampoos for Kids, Garnier Fructis

Kids hair Sporty Strawberry Shampoo. Garnier targeted the segment between age group say (5-

14), which either uses baby shampoos or shampoos for 18 and above. It has also positioned itself

as a “no tears no tangle just strength shampoo”, which again communicates that shampooing is

fun to do with no crying and tears.

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Income

Marketers divide the consumers into small segments as per their income. Individuals are

classified into segments according to their monthly earnings.

The three categories are:

High income Group

Middle Income Group

Low Income Group

Garnier’s main target categories are high income group and middle income group with products

with price range from Rs 3/- for 7.5 ml sachet.

Types of Market Segmentation

Psychographic segmentation

The basis of such segmentation is the lifestyle of the individuals. The individual’s

attitude, interest, value help the marketers to classify them into small groups.

Garnier Fructis Anti Dandruff, the dandruff control segment includes people from all age

groups with the exception of children, since children have their own product specially

meant for them. These people are healthy-hair conscious, which is visible in their

lifestyle, because they tend to use this product above average. Garnier Fructis Color

shield, the color protection segment is mainly comprised of young people, teens, and a

high volume of the adult population. This segment reflects people with active lifestyles

who are very color conscious.

Behavioral Segmentation

It deals with the loyalties of the customers towards a particular brand which help the

marketers to classify them into smaller groups, each group comprising of individuals

loyal towards a particular brand.

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Overall, Garnier Fructis Daily Care is completely satisfying needs and wants simply because it

provides a terrific hair care and a sense of uniqueness when it comes to the shampoo choice, and

this is why their customer loyalty remains outstanding. Garnier uses some sort of segmentation

strategy to group existing and prospective customers. Marketing segmentation is based on the

premise that a particular marketing strategy will be most effective if the market as a whole can

be divided into subgroups, with each subgroup unique in its needs, wants, and preferences for

products and services. Garnier Fructis focuses on four identified segments: one particularly

concerned with dandruff control, one with color protection, another with moisture and nutrition,

and yet another with control of frizz, waves and curls.

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4. ANALYSIS OF PRODUCT AND GENERIC COMPETITION TO

THE BRAND

I. Product: Garnier Fructis Anti-Dandruff Shampoo

Unique double-action formula.

Natural extracts and vitamin B3.

Basic cleaning for all hair types and invigorates hair and scalp.

Major competitor: Head & Shoulder

100% flake free hair.

Effective ways to help eliminate dandruff symptoms.

Fresh, zingy scents and the rich formula leave hair feeling soft and manageable.

II. Product : Garnier Fructis Color Shield

Specially formulated for color-treated hair.

Keeps hair silky and soft.

Innovative double-action formula combining acai berry.

Major competitor: Pantene Color Preserves Shine Shampoo

Contains micro-polishers that smooth and refinish the outer layer of color-treated hair.

Gentle cleaning surfactants remove scalp oil and build-up without being harsh to

vulnerable, colored hair.

The advanced formula helps protect color, while helping to restore brilliance.

III. Product : Garnier Fructis Daily Care

Active fruit concentrate.

Vitamin B3, B6, fructose and glucose.

Nourishes, strengthens and smooth.

Keep it balanced and healthy-looking.

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Major competitor: Pantene Pro-V Classic Care

2 in 1 shampoo & condition.

Cleaning and conditioning benefit.

Formulated with gentle cleansing agents.

Removes build-up and leaves hair shiny.

Leave hair against hair damage.

IV. Product : 2 in 1 Shampoo Plus Conditioner

Both cleanses and conditions.

Multi-vitamin formula hydrates without buildup or weigh down.

Good for people with shorter style that need to be cleaned and maintained.

Style balance Typical product: Garnier Fructis Sleek & Shine Shampoo

Specially created for smooth dry, unmanageable hair.

Contains Nutritive Fruit Micro-Oils - an innovative combination of apricot, avocado oils,

and vitamins B3 and B6.

Major competitor: Pantene Last Volume Hairspray

Provides humidity defense to lock in styles for maximum all-day hold

Leaves your style full of healthy, lasting volume and protects from moisture.

Tresemme Naturals Finishing Spray

Get natural-looking hold and natural benefits with this new non-aerosol spray

Unique lightweight spray formulas, with organic extracts, keeps your style in place all

day.

V. product: Garnier Fructis Shampoo for kids

Big broad smile on the faces of mommies.

Strengthening the hair and prevent against damage and remove the tension of the

mommies.

kids’ soft and easy to manage and it is tested that it does not give any to the eyes of

children.

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Major competitor: Johnson & Johnson "Nothing But Tears"

Contains only the most abrasive of natural ingredients and is nearly impossible to rinse

from a baby's screaming face.

"healthy dose of reality."

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5. STRATEGIES ADOPTED OVER TIME BY GARNIER FRUCTIS

TO TACKLE COMPETITION OR PRIME MARKET EXPANSION .

Garnier Fructis is an interesting sub-brand of L’oreal which has clicked in the Indian market

because of its positioning as a fruit based product. Garnier Fructis Marketing Communication

Strategy was introduced in 2003.Garnier Fructis was L’Oreal’s answer to its major competitors

such as Unilever and P&G’s mass-market products. Garnier Fructis entered the hair care market

with its sleek and bright green bottles of extra creamy shampoo that smelled like fruits and was

infused with natural ingredients. With its salon-inspired line of shampoos that ranged from

dandruff control to colour protection, Garnier Fructis’objective was to capture market share in a

wide range of benefit-oriented segments of the hair care market. Garnier has built its brand by

launching new products on a regular basis. When the consumer sees regular new product flow

from the brand, it creates a sense of excitement within the consumer which will prompt them to

stick to this brand.

Garnier launched another new innovative product in the Indian market - Garnier Shampoo + Oil

2 in 1 shampoo. Shampoo and oil are something that is not supposed to work together. But

Garnier has thought of a plan to integrate two diametrically opposite things that would suit

Indian market, who prefers oiling hair.

Another interesting marketing strategy adopted by Garnier is its advertising execution. It uses a

blend of foreign and Indian models and themes for its campaign. Garnier ads can be termed as

localized international advertising which has a global touch but does not appear alien to Indian

realities. The brand uses a careful blend of celebrities and models in their campaigns without

relying much on their individual persona. Their products are always the stars in their campaigns.

In August 2010, Garnier launched the men hair care product, Garnier Fructis Anti-Dandruff

Shampoo. To promote the product, Garnier named hockey star Steven Stamkos as the new face

for the brand in Canada. The promotion featuring Steven Stamkos was launched in April, when

hockey season is at its peak in Canada. It will feature Stamkos announcing a contest to hockey

fans: "Take your best shot with Fructis Anti-Dandruff and come hang out with me in Tampa".

The brand will offer a unique experience with the famous hockey player: a chance to win a trip

for four to Tampa Bay for 2 nights, 4 front row tickets to a game and a lunch with Steven. As per

Sheila Morin, the brand-director of Garnier Canada, “this new Fructis Anti-Dandruff line will

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target men of age group 18-45 as Canadian men are very passionate about Hockey. Steven

Stamkos best fits the Garnier values : he is young, dynamic, successful and easily accessible.”

Thus Garnier used the perfect time as well as perfect face for launching its men hair care

product.

In April 2011, Garnier Brand announced an exclusive partnership with Teracycle, Inc., the

manufacturer eco-friendly products from non-recyclable waste materials. Garnier is the first to

provide such a comprehensive solution to personal care and beauty packaging waste anywhere in

the world - considering that personal care and beauty products account for 1/3 of all landfill

waste. In addition to diverting packaging from landfills, the Personal Care and Beauty Brigade

will help to recruit new members and to educate communities to help make a difference. For

every unit of waste collected, Garnier will contribute two cents to the charity of the individual's

choice. As part of a larger corporate responsibility program, TerraCycle will repurpose all

collected personal care and beauty packaging, reusing it to build eco-friendly playgrounds across

the U.S. To promote its TerraCycle partnership and the launch of Fructis Pure Clean shampoo

and conditioner, in April 2011 Garnier started an mobile marketing program called The Cleaner

Greener Tour. Its purpose is to educate consumers to think differently about waste, and to learn

simple ways to make a positive impact on the environment. Extensive education, digital and

social media efforts supported this partnership. The tour started in Times Square in New York

City on April 11 and continued into the following cities: Cincinnati, OH at Earth Day Cincinnati

(April 16); Nashville, TN at Main Street Festival (April 30-May 1); Fort Worth, TX at Mayfest

2011 (May 5-8); and Detroit, MI at Green Living Festival (May 13-15).

Recently Garnier Fructis had launched its first biodegradable hair care line: “Garnier Fructis

Pure Clean”. To promote it, Garnier lighted up Dundas Square with eco-friendly lights on 29 th &

30th June 2011 and invited the visitors know about the everyday green practices that the brand

follows for personal care.

Thus, this brand focuses on customer and are organised to respond effectively to changing

customer needs. They constantly works on innovating new products line as per the requirement

and changing environment and hence, is always a challenge for its competitor.

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6. DISTRIBUTION STRATEGY FOLLOWED BY GARNIER

To run a company in profit the place factor out of the 4p’s 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. Garnier success in the cosmetic industry is due not only

to their high quality, but also to the corporation’s marketing efforts to make sure their various

brands have a strong market presence. Garnier does not want to gain distribution with excessive

reliance on trade deals or higher than normal retail gross margins. Garnier product lines

extensively distributed in as many different types of retailers and outlets as possible. For

Garniers current products, 35% of sales come from independent drugstores, 40% from drug

chains, and 25% from food stores. Garnier being an important brand of L’Oreal 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 organized 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 it’s

registered office is in Mumbai. To popularize its product line L’Oreal has occupied brand

corners in many big malls and retail outlets in which Garnier products get a major chunk.

L’Oreal 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, L’Oréal India’s country manager, said. “If you train

people they will use your products.”. 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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Manufacturer

Wholesaler

Retailer

Consumer

7. SUMMARY REGARDING THE FUTURE DIRECTIONS FOR THE

BRAND

Garnier Fructis is one of the leading Brand in personal and beauty care products all over the

world. The smart pricing, innovative products, heavy and innovative investment in brand

marketing has enabled this brand to create a special place in personal care industry.

Its eco-friendly approach in generating new products will always keep it in one of the top

position in the market.

Presently, Garnier Fructis target to the upper middle class and the rich section of the

society. So, in future, the brand is also planning to develop products to target the lower

middle class to increase its sales and market penetration.

Garnier is planning improve its channel by adding the feature of buying online directly

from its site.

To increase sales, Garnier is also planning to contact the branded salons so that they can

use it and recommend it to their customers.

Garnier is also trying to focus on two way communication with customers by listening

and learning instead of one-way communication, telling and selling.

Garnier is planning to have online or in store survey form with their products along with

some discount coupons or offers so that they satisfy the purpose.

Thus, looking after the present marketing strategy as well as worldwide market share and

the future directions, we could conclude that the brand, Garnier Fructis will remain as one of

the top brand in personal and beauty care industry.

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8. REFERENCE

Marketing Management By Philip Kotler

www.garnier.com/

Teracycle, Inc.: Private Company Information –

BusinessWeekhttp://investing.businessweek.com/research/stocks/private/snapshot.asp?

privcapId=11882957

Garnier Fructis Pure Clean Tour @ Yonge Dundas Square - RedFlagDeals.com Forums

http://forums.redflagdeals.com/garnier-fructis-pure-clean-tour-yonge-dundas-square-

1051928/

http://marketingpractice.blogspot.com/2010/01/garnier-take-care.html

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PHASE 2

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List of hypotheses to be tested

I. Garnier Fructis provides substitute for natural ingredients used for hair

nourishment.

Garnier Fructis use various natural ingredients like fruit AHAS, fruit oils, bio-active ceramide

complex, cranberries, bamboo extract fortifying complex, wheat germ and jojoba oil, eucalyptus,

aloe Vera, fructose and glucose, extract of green tea, rose, apricot, avocado oil, grape seed oil,

vitamin B3 and B6 etc as its main component of its hair care product. These components also

give the shampoo a fruity essence. There is a large population who believes that natural

ingredients are best for hair care. And Garnier Fructis use various natural ingredients as its main

component of its hair care product. So, we want to find out whether Fructis with its composition

is seen as a substitute.

II. Garnier Fructis makes the hair long and Strong and Shines with all its

strength.

Garnier Fructis shampoo contains fructose, glucose and vitamin B3 and B6 that strengthens the

hair fiber from within. It smoothes the hair fiber from root to tip and helps protect against the

effects of humidity. Its active fruit concentrate provides every level of the hair with fortifying

active that help strengthen the hair from within and improve shine on the outside. Garnier Fructis

positioned itself as a shampoo that is “For hair that shines with all its strength”. So, we are trying

to find out whether it has achieved consumers share of thought and whether they consider

Garnier Fructis as a shampoo for providing long, strong and shiny hair?

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List of information to be collated

Customer’s awareness about the product.

What are the expectations of the consumers from the product shampoo?

What instigate the customer to buy Garnier Fructis in particular and shampoos in

general?

Do people really think of Garnier Fructis replacing natural ingredients for hair care?

Is use of natural ingredients seen as an advantage in shampoos?

Is Garnier Fructis a customer’s choice when they want their hair to become long and

strong.

Data Collection Method

Questionnaire Method: It consists of list of written questions in a definite order. There are

two basic types of questions:

Closed-ended : In this we provide a suitable list of responses (e.g. Yes/No).

Open-ended: In this we do not provide the respondent with a set of answers.

On-line Survey Method: In this we obtain information by receiving responses either by

mail or through social networking site. It is used when there is geographical constraint.

Questionnaire will be sent through the mail and link for the collection of data.

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Sampling Plan and Sampling Size

Garnier Fructis uses the benefit segmentation approach and it is a product for the masses. We

plan to take a sample of people consisting of all age groups. Since, Garnier Fructis is a shampoo

that uses natural ingredients as its main component, so, we will try to find out whether general

people uses Garnier Fructis when they think of using something that is natural. Garnier Fructis’

tagline: “For hair that shines with all its strength”. We will also try to find out that does the

general mass consider Garnier Fructis as a shampoo for providing long, strong and shiny hair? –

So, we are planning to survey 80 people from all age group. We will try to cover samples from

all over India. For collecting data from other places in India, we will use online survey method.

The sample planning will help us to analyze our hypothesis properly.

Methods of Data Analysis

Graphical Representation:

Pie Chart: We can use pie chart to know the preferences of the people. This will

help us to know market share of Garnier Fructis as compared to other shampoos as

well as what quality a customer looks for in Garnier Fructis. Thus it will help us to

analyze our hypothesis.

Histogram: We can use histogram to know what specialty of shampoo a customer

looks while purchasing it . This will help us to analyze our hypothesis “Garnier

Fructis makes the hair long and Strong and Shine with all its strength". It can also

be used to compare the market share of Garnier Fructis with other shampoos.

Likert Scale:- Through Likert scale we can come to know the desirable choices that

the customers makes. Does the customers strongly agrees, agrees, neither agree or

disagree, disagree or strongly disagrees.

Rank Correlation: Spearman's rank correlation coefficient measures the degree of

similarity between two rankings, and can be used to assess its significance.

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QUESTIONNAIRE

1. What do you use to clean your hair?

a. Shampoo

b. Soap

c. Herbals and Fruit extracts

d. Others (Please specify).....

2. Kindly specify the brand of hair care that you currently use:

3. Following are some of the attributes of a shampoo. Kindly let us know, how important do

you feel these attributes are for you. Rate the attributes in the order of importance ( rate 1 for

the least important and 5 for the most important attribute)

a. Ingredients in the shampoo

b. Ability to make the hair shiny

c. Ability of the shampoo to remove dandruff

d. Ability of the shampoo to make the hair stronger

e. Ability of the shampoo to make hair longer

4. What brand comes to your mind when you think of "Long and Strong Hair"?

5. Listed below are some of the brands of shampoo. Which brand do you associate the line

“Long and Strong Hair” with:

a. Pantene

b. Clinic all clear

c. Head and shoulder

d. Garnier Fructis

e. others specify ( )

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6. If you are asked to change your shampoo will you go for it?

a. No, never

b. May be. If I will get better product, I may be willing to change.

c. Yes

7. Following is a statement about Garnier Fructis. Kindly select the option that reflects your

opinion.

Garnier Fructis contains natural ingredients which can replace traditional way of cleaning

hair

a. Strongly disagree

b. Disagree

c. Neither disagree nor agree

d. Agree

e. Strongly agree

8. Listed below are some of the factors that may influence you to switch to Garnier Fructis.

Rank the factors in the order of their influence on you ( rank 1 for the most influential factor

and 4 for the least influential factor)

a. Advertisements

b. Packaging

c. Natural Ingredients

d. Fragrances

Name:

Age:

Gender:

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phase 3

HYPOTHESIS

List of Hypothesis:

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I. Garnier Fructis provides substitute for natural ingredients used for hair

nourishment.

There is a large population who believes that natural ingredients are best for hair care. And

Garnier Fructis use various natural ingredients like fruit AHAS, fruit oils, bio-active ceramide

complex, cranberries, bamboo extract fortifying complex, wheat germ and jojoba oil, eucalyptus,

aloe Vera, fructose and glucose, extract of green tea, rose, apricot, avocado oil, grape seed oil,

vitamin B3 and B6 etc as its main component of its hair care product. So, we want to find out

whether Fructis with its composition is seen as a substitute.

II. Garnier Fructis makes the hair long and Strong and Shines with all its strength.

Garnier Fructis positioned itself as a shampoo that is “For hair that shines with all its strength”.

So, we are trying to find out whether it has achieved consumers share of thought and whether

they consider Garnier Fructis as a shampoo for providing long, strong and shiny hair?

PRIMARY RESEARCH

Sample Size : 104

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Percentage Distribution of Sample Size

Shampoo UserNon Shampoo User

10%16%

22%14%

17%

9%6% 6%

Percentage Distribution of Garnier And Other Shampoo User

Pantene Dove Head and ShouldersGarnier Others LorealSunsilk Clinic Plus

Analysis Of The Hypotheses Question Wise

Hypothesis I :

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“Garnier Fructis provides substitute for natural ingredients used for hair nourishment.”

To analyse this hypothesis questions 3,6,7 and 8 were used.

Analysis of question No. 03 :

“Following are some of the attributes of a shampoo. Kindly let us know, how important do you

feel these attributes are for you. Rate the attributes in the order of importance ( rate 1 for the least

important and 5 for the most important attribute)”

INGREDIENTS IN THE SHAMPOO

ABILITY TO MAKE THE HAIR SHINY

ABILITY OF THE SHAMPOO TO

REMOVE DANDRUFF

ABILITY OF THE SHAMPOO TO

MAKE THE HAIR STRONGER

ABILITY OF THE SHAMPOO TO

MAKE HAIR LONGER

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

3.471153846153853.77884615384615

4.153846153846154.21153846153846

3.35576923076923

Average of the Ratings of the attributes

For analysis of this question we have used histogram. Here the “ability of the shampoo to make

the hair stronger” has scored more than the “ingredients in the shampoo”. So, Garnier Fructis

should make the consumer aware this attribute and should increase its importance in the mind of

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the consumer to increase its positioning as a substitute for natural ingredient. Hence, it indirectly

proves our hypothesis wrong.

Analysis of question No. 06:

If you are asked to change your shampoo will you go for it?

e. No, never

f. May be. If I will get better product, I may be willing to change.

g. Yes

79%

16%

5%

May be. If I will get better product, I may be willing to change.No neveryes

From this pie chart we found that 79% of the respondents were ready to change their brand if

they get a better one. Hence, these respondents are not brand loyal. Hence, these percentages of

people can serve as the target customer for Garnier Fructis.

Analysis of question No. 07:

Following is a statement about Garnier Fructis. Kindly select the option that reflects your

opinion.

“Garnier Fructis contains natural ingredients which can replace traditional way of cleaning hair”

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Strongly Agree Agree Neither Agree nor disagree

Disagree Strongly disagree

0

10

20

30

40

50

60

Series1

For analysis of this question we have used the Likert Scale and web have assigned a value of +2

for strongly agree, +1 for agree, 0 for neither agree nor disagree, -1 for disagree and -2 for

strongly disagree. And the total sum is positive. So, it supports our first hypothesis.

From the above graph we can see that thought the maximum number of respondent is neutral but

more number of respondent are in favor of the opinion that Garnier Fructis contains natural

ingredients which can replace traditional way of cleaning hair. Hence, it proves our first

hypothesis right.

Analysis of question No. 08:

Listed below are some of the factors that may influence you to switch to Garnier Fructis. Rank

the factors in the order of their influence on you ( rank 1 for the most influential factor and 4 for

the least influential factor)

h. Advertisements

i. Packaging

j. Natural Ingredients

k. Fragrances

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1 2 3 40%

5%

10%

15%

20%

25%

30%

35%

40%

45%

28%

21% 20%

31%

15%18%

42%

24%

39%

20%22%

18%17%

40%

15%

27%

Ranking of Factors Influencing Purchase of Garnier Fructis

ADEVERTISEMENTSPACKAGINGNATURAL INGREDIENTSFRAGRANCE

In this question we have used Spearman’s rank co-relation to analyse which factors influence

more the consumer when they purchase Garnier Fructis. From the graph we can find that 39% of

the customers have rewarded 1st rank to natural Ingredient which means for them natural

ingredient is one of the most important factors determining their purchase of Garnier Fructis.

Natural ingredients are followed by advertisements 28%, fragrance 17% and packaging 15% in

the most critical parameter. With Spearman’s correlation, keeping natural ingredients as the

independent variable, the dependent variables are advertisements with a negative correlation of -

0.574, packaging with a negative correlation of-0.229 and fragrances with a negative correlation

of-0.145. It means that with any increase in the number of respondent who ranks natural

ingredients as rank 01, the other variables will move down as a rate of the Spearman’s

Correlation that we have found.

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Hypothesis II :

“Garnier Fructis makes the hair long and Strong and Shines with all its strength.”

To analyse this hypothesis questions 3,4 and 5 were used.

Analysis of question No. 03:

“Following are some of the attributes of a shampoo. Kindly let us know, how important do you

feel these attributes are for you. Rate the attributes in the order of importance ( rate 1 for the least

important and 5 for the most important attribute)”

As already shown above we can see that the “ability of the shampoo to make the hair stronger”

has scored more than other attributes. Hence, this attribute plays a major role in selection of a

particular brand of shampoo. Since, Garnier Fructis have positioned itself as a shampoo that

makes the hair stronger, so, it can cater this need of customer.

Analysis of question No. 04:

What brand comes to your mind when you think of "Long and Strong Hair"?

56%

11%

13%

7% 4%3%

8%

Garnier FructisHead & shouldersPanteneSunsilkL'orealClinic PlusOthers

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This was an open ended question asked to the respondent. In this question we have used pie chart

and we found that about 56% of the respondents believe that Garnier Fructis is associated with

long and strong hair. Thus, it supports our second hypothesis.

Analysis of question No. 05:

Listed below are some of the brands of shampoo. Which brand do you associate the line “Long

and Strong Hair” with:

f. Pantene

g. Clinic all clear

h. Head and shoulder

i. Garnier Fructis

j. others specify ( )

Percentage distribution of brands which provides "Long and Strong hair"

Garnier Fructis Clinic All Clear Head & ShouldersPantene Others

From the above pie chart we can analyze that maximum percentage of respondent relate Garnier

Fructis with long and strong hair. Thus, it supports our second hypothesis.

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Net take away

In hypothesis 1 we tested whether Garnier attracts customer because of its natural ingredient

content. after analyzing the net take away we got that yes Garnier influence customer because of

its natural ingredient content . Hence, our first hypothesis has been proved right.

In hypothesis 2 we tested whether Garnier Fructis makes the hair long and Strong and Shines

with all its strength. After testing and analyzing the net take away we got that Garnier

positioning as "strong and long hair" proves our hypothesis right.

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