Garnier Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Garnier through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Garnier Product Strategy:
Garnier consists of three types of products i.e. skin care, hair care and hair colours. But there after to hold its position in the market Garnier has developed its product width. Garnier has enriched product line under skin care such as Gentle, Pure Active. The entire portfolio needs to be covered as a part of its marketing mix product strategy. Garnier offers its products depending upon the demographic needs of the customers that includes products for fairness, cleansing, anti-ageing, moisturizer etc. In hair care it offers hair care items such as Shampoo, conditioners in different sizes of stock keeping units. Although these products are targeting for the women, Garnier also offers wide range of products for men that Fairness cream, Lip balm, Face wash which is anti-pollution and insta-whitening product. Garnier offers products catering to needs of almost every skin amongst both the genders.
Image: company website
This concludes the product strategy in Garnier marketing mix & strategy.
Garnier Price/Pricing Strategy:
Below is the pricing strategy in Garnier marketing mix strategy:
Garnier sets competitive pricing against its rival brands. The base of the marketing mix pricing strategy of Garnier is competition offering, demand for a product and type of product.
Since the brand has developed variety of products the pricing varies from product to product serving its consumers belonging to varied financial statuses. Garnier sets premium prices for its high end products targeted for upper middle and rich class of its consumers which makes its niche market for Garnier. It also provides seasonal promotional discounts through online sale through regular intervals. This helps in the penetration in the across the markets resulting in the volume business.
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Garnier Place & Distribution Strategy:
Following is the distribution strategy in the Garnier marketing mix:
Garnier has its presence in large number of countries mainly in India, China and other Asian countries. It sells its products through chain of supermarkets, cosmetic stores, medical stores and online stores. Brand follows usual distribution system starting from manufacturer to whole seller to retailer. Garnier products are available in almost every retailer across the country from where consumers can easily buy the product. High demand for cosmetics in the modern world has led Garnier hold its position in the market.
This covers the distribution strategy in the marketing mix of Garnier.
Garnier Promotion & Advertising Strategy:
The promotional and advertising strategy in the Garnier marketing mix is as follows:
Garnier always adopts the most advanced techniques of promotion that includes very popular method of Viral promotion. Moreover, its loyal customers are its biggest sources of promotion who create awareness and publicity about its products through word of mouth. Garnier spends huge quantum budget over TV and internet advertisements which employing professional models. It also runs a youtube channel which circulates the promotional videos and campaigns of the company to its viewers across the world. Garnier promotes itself through print media including newspapers and popular magazines like Femina. To attract the attention of trendy and young generation it also engaged Bollywood celebrity Kareena Kapoor in its advertisements in India. Hence, this conclude the Garnier marketing mix.
About Garnier:
Garnier is one of the oldest cosmetics and skin care companies in the world. It is a mass market brand of L’Oréal. Its skin care and hair care products are fall in the category of luxurious products in India, Japan, China and few other Asian countries. Garnier was ranked amongst the trusted brands in India as per the Brand Trust report.
It is second largest brand of Loreal group and has its presence almost everywhere in the world catering the needs of men as well as women and provides the best skin and hair care solutions to its customers. Garnier is one of the brands in the cosmetics market with highest brand loyalty shown by its customers.
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