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