Report on Garnier Fairness Cream.
MARKETING MANAGEMENT PROJECT ON GARNIER FAIRNESS CREAM
Prepared by Group 4
NOVEMBER, 16 , 2012
1.0 INTRODUCTION
Garnier is launched in India by L'Oreal. Garnier came in India with its Ultra Doux range of shampoos. Garnier is a part of L'Oreal for mass marketing in cosmetics industry. Cosmetics industry in today's world comprises of face care, body care, hair care etc. Garnier light daily moisturiser for women and Garnier men powerlight intensive fairness moisturiser for men are its fairness creams.
2.0 NEEDS, WANTS AND DEMANDS
Darker shades of skin tone, pollution, skin tanning due to exposure to sunlight and an overgrowing industry of fair skin admirers led to the production of fairness creams. Need of dark spot reduction, even skin tone, smooth skin are also a key demand from fairness creams.
3.0 SWOT ANALYSIS
Strength Good distribution. Easy availability. Very popular brand due to huge and advertising. Used of innovative technology. Power pack so people of lower income group also use it and buy it.
Weakness High price rate compared to it other cosmetics brand.
Opportunity Threats Huge competition, competitors like Olay, Fair & Lovely etc. Price war. Fairness cream market growing rapidly (mainly men’s fairness cream). Increasing demand for fairness cream using natural ingredients.
2|Project Report by Group 4
4.0 BCG MATRIX
High
STARS
QUESTION MARK
rate of market growth
CASH COW
DOG
Low High Rate of market share Low
5.0 PORTERS FIVE FORCES
Threats of new entrants Already established players like Fair and Lovely. Garnier is a late mover.
Bargain power of buyers Large number of buyers and few market players. Products differs on the basis of functions and additional features offered. Main emphasis is on quality and customer loyality.
3|Project Report by Group 4
Pressures from substitutes Substitutes are natural products such turmeric , sandal , multani mitti etc. Others ayurvedic products also in market like
Prepared by Group 4
NOVEMBER, 16 , 2012
1.0 INTRODUCTION
Garnier is launched in India by L'Oreal. Garnier came in India with its Ultra Doux range of shampoos. Garnier is a part of L'Oreal for mass marketing in cosmetics industry. Cosmetics industry in today's world comprises of face care, body care, hair care etc. Garnier light daily moisturiser for women and Garnier men powerlight intensive fairness moisturiser for men are its fairness creams.
2.0 NEEDS, WANTS AND DEMANDS
Darker shades of skin tone, pollution, skin tanning due to exposure to sunlight and an overgrowing industry of fair skin admirers led to the production of fairness creams. Need of dark spot reduction, even skin tone, smooth skin are also a key demand from fairness creams.
3.0 SWOT ANALYSIS
Strength Good distribution. Easy availability. Very popular brand due to huge and advertising. Used of innovative technology. Power pack so people of lower income group also use it and buy it.
Weakness High price rate compared to it other cosmetics brand.
Opportunity Threats Huge competition, competitors like Olay, Fair & Lovely etc. Price war. Fairness cream market growing rapidly (mainly men’s fairness cream). Increasing demand for fairness cream using natural ingredients.
2|Project Report by Group 4
4.0 BCG MATRIX
High
STARS
QUESTION MARK
rate of market growth
CASH COW
DOG
Low High Rate of market share Low
5.0 PORTERS FIVE FORCES
Threats of new entrants Already established players like Fair and Lovely. Garnier is a late mover.
Bargain power of buyers Large number of buyers and few market players. Products differs on the basis of functions and additional features offered. Main emphasis is on quality and customer loyality.
3|Project Report by Group 4
Pressures from substitutes Substitutes are natural products such turmeric , sandal , multani mitti etc. Others ayurvedic products also in market like
Bibliography: http://my.opera.com/Shantik143/albums/showpic.dml?album=2206511&picture=30041591 http://forum.xcitezones.com/threads/10339-Priyanka-Chopra-s-Garnier-Light-Ultra-AD http://www.pepperfry.com/garnier-power-light-fairness-cream-spf-15-50gm-140517.html http://www.mywomenstuff.com/2011/01/new-on-the-shelves-garnier-light-cream-sunplay-body-mistsunblock-kanebo-milano-powder-lipice-color-shimmer-lipbalm/ http://www.medplusbeauty.com/beautyproducts/garnier-light-ultra-intense-fairness-moisturizer http://snapittoday.com/garnier-light-moisturizer-(40g)-p400t http://www.socialsamosa.com/2012/06/social-samosa-thanks-all-its-authors/ http://www.circularinsanity.com/2012/06/garnier-men-power-light-sweat-oil.html http://epaper.timesofindia.com/Repository/getFiles.asp?Style=OliveXLib:LowLevelEntityToPrintGif_TOI &Type=text/html&Locale=english-skin-custom&Path=TOIBG/2010/01/06&ChunkNum=0&ID=Ad03309 19 | P r o j e c t R e p o r t b y G r o u p 4