Question

Garnier is an old and trusted name in the Indian cosmetic industry focusing on 18-34 year olds, primarily women. It is involved in selling various creams, face and body washes, hair colour, hair gels, deodorants, shampoos, etc. Garnier products are broadly grouped in 4 categories by the company viz. Skincare with one brand called skin Naturals, Hair Care with two brands called Ultra Blends & Fructis, Hair Color with two brands Black Naturals & Color Naturals and Men’s care with one brand Garnier Men. Garnier Fructis is one of the leading shampoo brands of haircare. It has launched various variants of shampoos under this brand. It offers specialized shampoos and conditioners for long hair, curly hair, straight hair, damaged hair, dry hall, etc., and for hair problems like hall fall, dandruff, and damaged hair. Recently, Grainer came up with this really innovative product called Garnier Fructis Fortifying 2 in 1 shampoo. This product was created keeping in mind the Indian tradition of applying coconut oil, massaging the scalp and leaving it overnight. This was done to make hair healthy by providing it with nutrition and conditioning from the oil. Similarly. shampooing was a practice to clean the dirt and the accumulated natural oil in one's hair. Today, this tradition is not widely practiced by the people in the younger generation. People don't really have the time to oil, massage, and then leave their hair overnight and wash it the next morning. Garnier Fructis Fortifying 2 in 1 shampoo was created to solve this problem. Garnier claims that this product has the properties of a hair oil and a shampoo. It penetrates the oil to each layer of hair and nourishes them from within. The result of using this product would be smooth and shiny hair by just spending two minutes. The targets for this product are the people who do not have enough time oil their hair, and who did not like the practice of applying hair oil regularly is priced in the typical range of Fructis range of shampoos and conditioners. This product, if successful, could also lead to a shift from hair oil user to using the "Fructis 2 in 1" shampoo.

a) How do you look at the product mix of Garnier – what is the width and average line length? Where would you put Fructis 2 in 1 under the current scheme of the product mix: a new product line, a product type or a variant/ SKU? Explain.

b) Given that many people in India shampoo their hair to get rid of the oil in it. Do you think Garnier has the right positioning? Do you think people will actually switch to using the shampoo as a substitute for hair oil or will dilute the brand image of Garnier?

Answer 1

1. product mix of garnier:-

width:- product width means the total number of product lines that a company offers to sell. like in case of garnier it has mainly 2 product line of HAIR CARE PRODCUTS AND SKIN CARE for both men and women.

average line length :- length of the product mix means the total number of products within the company product line. average line length is 12 (7+5) in garnier there are 7 major items under skin care for both men and women and 5 under hair care.

like under skin care there garnier face wash, face serum, face mask, moisturiser,complete eye roll on , cleansing water, acne creams.

-garnier fructis comes under the categery of hair care produts because its a shampoo and it is a product variantion i.e depth. because under the prodcut line hair care there are alot of products like shampoo, consition, hair mask and under each categery there arevariety of shampoo and fructis is a new kind of shampoo iunder this.

2. in my opinion, garnier has the right positioning. it is true that people used to apply oil every time they wanted to wash hair but the situation is different nowadays becuase most people dont have the time to do oiling. kids due to school, teenagers due to college and others due to their work. every one is busy in their own kind of work so people usually do not have time to first oil and then wash their hairs and even if they have time on weekends than also it is not the same for week days so its a pretty good solution for everyone on weekdays and another reason is increasing acne problems in young generation. those who have this issue , know that oil is a big NO for their skin.

so i think the target polution will switch to using shampoo as a substitute of hair oil.