Garnier

BRAND AUDIT PROJECT
Submitted By1. Deepika Rastogi 15A

2. Tarang Kulkarni 52A
3. Rohini Bahuguna 39B
4. Srigeeta Srinivas 49C
BRAND ANATOMY | GARNIER
Products
for
a
confident
individual
who want to look their
best all day , every day
no matter their age
Diverse
and
famous set of
spokeswomen
Feel more
confident in your
skin
Multiple combinations
of products for all skin
types; entire skin care
regime accommodated
Fresh
and
vibrant
throughout the
day
Mild and
Caring
Externalization
Natural
ingredients
in products
Physical
Facet
Relationship
Reflected
Consumer
young and
Hip, Active
all day and
night
Personality
Culture
(Values)
Consumer
Metallization
Energetic
Internalization
Affordable yet
high quality
with long
lasting benefits
Constructed Source
Self
Conscious
and
Protective
Constructed Receiver
Brand Image : Affordable , high quality beauty products for a flawless skin
Urban,
Looking
good all
the time
BRAND ANATOMY | HIMALAYA

Himalaya
Leaf
that
makes
crossbar of H
symbolizes
focus
on
herbal
healthcare
Pure and
nourishing
Feeling of purity
associated with
image
Power of Ayurveda
and
Scientific
pharmaceutical based
research
Promise
of
health,
well
being and a
prescription for
well being
skin
conscious
100%natural
products
Physical
Facet
Personality
Culture
(Values)
Relationship
Reflected
Consumer
Natural look
Consumer
Metallization
Constructed
Receiver
Brand Image : Ayurveda Based Products aimed at improving the texture of skin
Internalization
Focus on purity
and absence of
chemicals in all
products
Constructed Source
Externalization
Products for skin conscious

individuals who want to have
healthy and blemish free
natural looking skin
Anti
chemical and
blemish free
skin
Pure and
Natural
BRAND ANATOMY | DOVE
1/4th
Gentle with
moisturizing milk
Positive Self
Image
and
high esteem
campaign
Social Media
campaign on
learning to feel
beautiful
everyday
Gentle and
moisturising
Skin care
Self
Confidence
and esteem
Externalization
Focus on
building esteem
Constructed Source
Confident in
ones own
skin
Physical
Facet
Personality
Culture
(Values)
Relationship
Reflected
Consumer
Consumer
Metallization
Radiance
and
Confidence
Internalization
Ad campaign
with minimal
focus on
product,
highly
positive
image
Products for women

who want o feel and
look beautiful in
their own skin
Positive
Self Image
Real Beauty
is loving your
own self
Constructed
Receiver
Brand Image : Gentle and caring products aimed at making women confident about their own skin
BRAND EQUITY
Kellers Brand Equity Model
Resonance: Consumers are willing to try out new brands as they feel there are brands
better in quality in the market. They are also bored and what to try something new
Judgments: Garnier is highly functional. However, its not gentle, natural and as
caring as Dove/ Himalaya. There are better brands
Feelings: There is a lack of emotional connect due to it being functional
Performance: A more satisfied customer with stronger hair, cleaner, fresher face
Imagery: Enhanced by strong ads on brand promise (effective and natural)
Target segment: Modern, upper middle-class (mass), young men and women
USP: Nature-based personal care brand which takes care of your skin
Customer perception: A natural ingredient brand, good for skin, gives freshness
OTHER ASPECTS
Brand Asset Valuator
Growth Potential
Differentiation: Focused on delivering functional benefits to

customers, rather than emotional benefits, unlike Dove.
Garnier promises affordability with a quality product. This may
appeal to the consumer who just wants functional benefits
The brands point of

difference
Brand Vitality
Relevance: Garnier has about 20% market share in Indias
beauty market and taps into mass market catering to about
170 million people sold in both supermarkets and traditional
neighbourhood shops. There is huge growth potential
Market penetration of
the brand
Esteem: Garnier has great functional benefits that adheres to

Indian beauty practices with Fructis 2-in-1 shampoo
(shampoo+ hair oil), Colour Naturals (modern alternative to
henna) etc. This appeals to rural Indian customers who may be
wary of trying artificial beauty products
How well regarded the

brand is
Knowledge: While communicating purely functional benefits

can lead to purchase of the product for the sake of trying the
product, there is a lack of emotional connect with the
customers, which may lead to loyalty problems of customers
Customer experience
of the brand
Brand Value
Brand Stature
Current power
BRAND ARCHITECTURE
GARNIER
HAIR COLOR
SKIN CARE
HAIR CARE
SHAMPOO
CONDITIONER
OIL
GELS
CREAM
SUN
CONTROL
MOISTURIZING
FAIRNESS
BB CREAM
GARNIER FOR
MEN
GARNIER SKIN
NATURALS
STYLE
CLEANSER
EYE ROLL ON
FACE WASH
SCRUB
FACIAL MASK
WHITE
COMPLETE
PURE ACTIVE
CREAM
CLEANSER
BRAND POSITIONING
Premium Price
TYPE OF POSITIONING
Low Price
POSITIONING STATEMENT
100% Natural
0% Natural
DOVE
GARNIER
HIMALAYA
Dove encourages
women all around the
world to feel good about
themselves. Dove does
not help you become
beautiful, Dove helps
you be beautiful as you
have always been
Garnier is a nature
based innovative
personal care brand
which takes care of the
skin.
Himalaya focuses on
herbal healthcare. It
stands for purity of
nature, promise of good
health, warmth, vibrancy
and commitment to
caring.
The type of positioning

is emotional. The
positioning done here is
aimed at building
positive self esteem
among vulnerable
women (who are
conscious about their
looks and underestimate
them) and helping them
reach their full potential.
Positioning strategy is
more product based in
the sense that it has
tried to emphasize the
individual product
properties than a
common brand image.
Thus, the positioning
focuses on product
strengths and
innovation, rather than
giving an emotional
statement unlike Dove
The positioning is focused

on medicinal aspects,
which constitutes both
functional and emotional
positioning of the brand
for a modern Indian
consumer who is willing to
pay a premium for good
medicine, and for those
who believe in Ayurveda
but are not inclined to go
to traditional Ayurveda
clinics.
INTEGRATED MARKETING COMMUNICATION (1/3)

Garnier
Advertising
Direct marketing
Sales Promotion
BTL
Public Relations
Dove
Himalaya
TV Ads featuting 35+ Actresses
, with product description
TVCs with youthful famous actresses like focusing on chemical
TVC with both functional and emotional
Alia Bhatt focusing on functional benefits , compositions rather than
benefit in a plot familiar with Inidan
plot is very premium
natural ingredients
mindset
1. Social Media Engagement
on Facebook and Twitter
2. The CFRB site,
In form of Social Media engagement via
www.Campaignforrealbea
Facebook , youtube , twitter , instagram via
uty.ca, houses a variety of
content marketing , gamification etc.
tools for improving self- Facebook and Youtube Engagement with
Blogger Outreach plans .
esteem in girls.
fewer posts/engagement level
Sales promotion offers are mostly bundled Price off is the most often
Volume Promos ( Extra Quantity or Buy 1
products
rolled out promo campaign
Get 1 ) are most common offers
Exclusive Showrooms :
GFM installing big face wash tube in men Affliated doctors and
washrooms in offices
dermatologists
No BTL
Garnier and The Times of India launched
Take Care Take Charge initiative to award
green ideas
Launch of Garnier Men in an event
BRAND REVITALIZATION
Garnier believes in beauty through nature. It is scientifically developed and enriched with scientific natural ingredients , our
products help you to feel good every day
Clears the skin ,

lightens the
spots/acne on your
face
A Daily
Care
product
Change in Sub Brand name
Change in Sub Brand name
Give a fairer looking

skin
Focus on
importance of
applying it , rather
applying it daily
GLOBAL BRAND | CUSTOMISATION

Introduction of Neem and
Tulsi Face Wash
Preference for Neem and Tulsi
as ingredients that are very skin
friendly and natural curatives
for any skin disorder
Insights of Indian
consumers
Introduction of Garnier
Pure Active Exfoliating Face
Wash
Introduction of Garnier
Fructis Oil in Cream
People here oil their hair
before /after bathing to take
care of their hair ( prevent from
whitening and hair loss)
Insights of Indian
consumers
Introduction of Garnier Oil

in Shampoo and
Conditioner

Garnier

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BRAND AUDIT PROJECT

Submitted By1. Deepika Rastogi 15A

BRAND ANATOMY | GARNIER

BRAND ANATOMY | HIMALAYA

Products for skin conscious

BRAND ANATOMY | DOVE

Products for women

Differentiation: Focused on delivering functional benefits to

The brands point of

Esteem: Garnier has great functional benefits that adheres to

How well regarded the

Knowledge: While communicating purely functional benefits

The type of positioning

The positioning is focused

INTEGRATED MARKETING COMMUNICATION (1/3)

Clears the skin ,

Change in Sub Brand name

Change in Sub Brand name

Give a fairer looking

GLOBAL BRAND | CUSTOMISATION

Introduction of Garnier Oil

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