Marketing Analysis on Garnier Fructis Shampoo (Entered in Turnitin)
1.0 Situation Analysis/Current Marketing Mix
1.1 Current Product
The Garnier Fructis fortifying cream shampoo colour last is one of a large assortment of shampoos on the market. In the midst of such a large range of competitors, Garnier has taken steps to make their product stand out. The product is distinctively designed with a dark red bottle, combined with a dark green cap and label. The opening cap is small and rounded and differs to the usual large opening cap of most shampoos. The general theme amongst shampoos is very bright bold colours so this products darker colours does differentiate the product.
Consumers purchasing this product need cleaner hair and a product that will prolong their highlights or completely dyed hair. The product labelling reassures the consumer that the product will meet this need by describing the features of the product. The labelling describes how the product has a double action: nourishes + resists colour fading (Product label), thereby seeking to profess that they are meeting the needs of the buyer. So people in the target market of having coloured hair will be attracted to this product because of these attributes.
The main consumers who buy this product are women and casual surveillance of shoppers in the health products section of the supermarket showed that a large degree of women will take two to three minutes to select a shampoo. Where this product is not available, the most probable outcome would be that consumers would select a substitute product. This is because there’s many available alternative shampoos on the market and they all generally do the same job and profess the same sort of benefits.
The Garnier shampoo range is quite diverse with shampoos specifically for normal, dry hair, dry damaged and stressed out hair, wavy hair and of course colour last. The first four shampoo hair types though come in a green bottle, with the colour last being the only one in a red bottle. This probably reflects the fact that
1.1 Current Product
The Garnier Fructis fortifying cream shampoo colour last is one of a large assortment of shampoos on the market. In the midst of such a large range of competitors, Garnier has taken steps to make their product stand out. The product is distinctively designed with a dark red bottle, combined with a dark green cap and label. The opening cap is small and rounded and differs to the usual large opening cap of most shampoos. The general theme amongst shampoos is very bright bold colours so this products darker colours does differentiate the product.
Consumers purchasing this product need cleaner hair and a product that will prolong their highlights or completely dyed hair. The product labelling reassures the consumer that the product will meet this need by describing the features of the product. The labelling describes how the product has a double action: nourishes + resists colour fading (Product label), thereby seeking to profess that they are meeting the needs of the buyer. So people in the target market of having coloured hair will be attracted to this product because of these attributes.
The main consumers who buy this product are women and casual surveillance of shoppers in the health products section of the supermarket showed that a large degree of women will take two to three minutes to select a shampoo. Where this product is not available, the most probable outcome would be that consumers would select a substitute product. This is because there’s many available alternative shampoos on the market and they all generally do the same job and profess the same sort of benefits.
The Garnier shampoo range is quite diverse with shampoos specifically for normal, dry hair, dry damaged and stressed out hair, wavy hair and of course colour last. The first four shampoo hair types though come in a green bottle, with the colour last being the only one in a red bottle. This probably reflects the fact that