Garnier Fructis Case Study

 Garnier Fructis Case Study Essay

Garnier Fructis Advertising Communication Strategy Introduced in 2003, Garnier Fructis was L'Oreal's reply to major rivals such as Unilever and P& G's mass-market products. Garnier Fructis came into the hair attention market having its sleek and bright green bottles more creamy hair shampoo that smelled like fruits and was infused with natural ingredients. Using its salon-inspired line of shampoos that ranged from dermititis control to color security, Garnier Fructis' objective was going to capture market share in a wide range of benefit-oriented segments of the hair-care market. Garnier Fructis offered consumers inexpensive but superior hair care products that promised to deliver over a range of requirements. Garnier Fructis promoted it is hair care items as natural and excessive technology that offered day-to-day hair care requires for water, curls, dandruff control, color protection, and nutrition. With such a wide range of items, Garnier Fructis offered a one-stop go shopping for all hair care product customers; a strategy followed by almost all main hair care merchandise manufacturers. Nevertheless , it was Garnier's smart marketing communications strategy that enabled Garnier Fructis to become a leading identity in the buyer hair care marketplace. With the support of L'Oreal, its parent company, Garnier Fructis started its businesses on a sound financial foundation. In 2004, Maybelline Nyc, another part of L'Oreal, announced a $180 million marketing campaign in order to maneuver Garnier Fructis from a distinct segment brand into a national manufacturer. 1 Garnier Fructis was introduced inside the U. S i9000. as a mass-market consumer hair-care product. Its successful first overseas as being a niche item served as being a launching pad for its launch in the U. S. as a mass-market item. In order to produce a successful national brand, the manufacturer message would have to be communicated efficiently and effectively. Garnier Fructis' marketing communications centered heavily on advertising, revenue promotion, and public relations. This kind of generated nationwide awareness about its all-natural, affordable, and innovative items. Garnier Fructis also combined with Publicis Worldwide, New york city, to release its marketing strategy in 2005. 1 Garnier Fructis' marketing plans have constantly focused on creating awareness about the benefits of usana products. Garnier Fructis' benefit way towards segmenting its marketplace has driven campaigns that focus on these types of specific benefits. Garnier Fructis' bright green bottles with labels saying vitamins, important oils, and hair nutrients make that stand out from the myriad of various other hair care items available in the market. The product labels about bottles have a " simple fact box” that highlights the sophisticated technology utilized. 2 Besides being a standout in the consumer product section due to its " green” image, Garnier Fructis' success comes from the good distribution funnel it passed down from its father or mother and other sister companies. L'Oreal and Maybelline are both countrywide brands with significant market shares and are also available in major retail stores including Walmart, Focus on, and Albertsons. The communautaire market value of these brands provides each brand a powerful relationship with its distributors and retailers and adequate product exposure to their customers. Consumer retention is propelled simply by Garnier Fructis' ability to offer products which can be innovative and modern. Current customers are more dedicated to a brand that continue to be deliver in its unique promise. Garnier Fructis' tagline of " Expect the Unexpected” is usually supported with its consistent release of

items created with impressive and organic and natural technology such as triple nutrition, active fruit concentrate, and dual action. 1 In addition , Garnier's affordably priced products create the " Unexpected” in the tag line. Therefore in order to distributed its concept of " Expect the Unexpected”, Garnier Fructis' campaign mix utilizes both personal and nonpersonal communication equipment. This is the subject matter of this daily news....

Bibliography: 1 ) Allbusiness. com (2010) Retrieved October 19, 2010 through the World Wide Web: http://www.allbusiness.com/marketing-advertising/brankding-branddevelopment/46810711.html 2 . Nmhu. edu (2010) Retrieved October 19, 2010 from the World Wide Web: http://donnelly.nmhu.edu:2092/servlet/BCRC?vrsn=unknown&locID=nm_a_high&srcht p=glbc& c=7& ste=58& tbst=tsCS& tab=2& mst=Garnier+Fructis& docNum=A168333475 & bConts=2 3. Juantornoe. blogs. com (2010) Retrieved October nineteen, 2010 from your World Wide Web: http://juantornoe.blogs.com/hispanictrending/2006/03/telenovela_star.html 4. Nmhu. edu (2010) Retrieved August 19, 2010 from the World Wide Web: Brandweek. com (2010) Gathered October 19, 2010 from the World Wide Web: http://www.brandweek.com/bw/content_display/esearch/e3if557c4fe91032b02358ab38cc 2b697a6? pn=2 5. Brandweek. com (2010) Retrieved Oct 19, 2010 from the World Wide Web: http://www.brandweek.com/bw/esearch/article_display.jsp?vnu_content_id=1003714615 six. NMHU. edu (2010) Retrieved October nineteen, 2010 through the World Wide Web: http://donnelly.nmhu.edu:2226/gtx/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T003&prodId=EAIM&docId=A131785866&source= gale& userGroupName=nm_a_high& version=1. zero 7. Allbusiness. com (2010) Retrieved August 19, 2010 from the The net: http://www.allbusiness.com/marketing-advertising/branding-branddevelopment/4683392-1.html almost 8. Ampagency. com (2010) Retrieved October 19, 2010 from your World Wide Web: http://www.ampagency.com/the_agency/index.vm 9. Youtube. com (2010) Retrieved August 19, 2010 from the World Wide Web: http://www.youtube.com/watch?v=M7bDEGt_GWo 10. Garnier. com (2010) Recovered October 19, 2010 from the World Wide Web: http://www.garnierusa.com/_en/_us/project_runway/index.aspx#/videos/season8/v=full_ of_volume 11. Garnier. com (2010) Recovered October 19, 2010 from your World Wide Web: http://www.garnierusa.com/_en/_us/project_runway/index.aspx#/sweepstakes 12. Scribd. com (2010) Retrieved August 19, 2010 from the World Wide Web: http://www.scribd.com/doc/26518561/l-Oreal-Project-marketing


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