Our team found that Garnier`s market share was slipping due

GARNIER
FRUCTIS
MEDIA PLAN
INDEX
Executive Summary
Situation Analysis
Brand History
Past Advertising
Marketing Share
Ad Expenditure
Total Spending
Share of Voice
Media Mix
Marketing Problem/PLC
Marketing Strategy
Garnier SWOT
Competitors’ SWOT
Marketing/Advertising Objectives
Target Selection
media objectives, strategies, & tactics
Media Objectives
Seasonality
Regionality
Overall Media Budget
Media Selection
Quintile Analysis
Vehicles
Budget Constraints and Scheduling
Advertising Flowchart
Creative Strategy
Promotion Strategy & IMC Efforts
IMC Examples
Test plan & Evaluation
References
EXECUTIVE SUMMARY
Situation Analysis
CREATIVE STRATEGY
Garnier has the second highest market share among the Top
Hair Care Brands in the United States. Its advertising has created a brand image that is easily recognized. Garnier has a
high BDI in the northeast and midwest regions. The brand has
a low BDI in the West, but hair conditioner has a high CDI.
This means that there is room for growth. Therefore, the campaign will focus the majority of its effort in this region.
Garnier’s print and TV ads will evoke a more exaggerated image than previously shown. The amplified campaign will capture the attention of current and potential consumers, while still
maintaining the integrity of the product.
Marketing Strategy
PROMOTION STRATEGY & IMC EFFORTS
Suave Naturals holds the leading marketing share for hair
conditioner in the United States. By increasing its reach, Garnier will begin to close the gap between its market share and
Suave. Garnier will gain more of the market share by showing
advertisement on TV and in magazines, which will spur brand
and consumer interaction. The target audience, females ages
18 to 34, will experience an increaesd brand awareness.
Garnier will increase interactivity with the hashtag #SleekHairDontCare. This hashtag will carry over in the brand’s TV and
magazine advertisements. Garnier will also encourage consumers to use this hashtag on Instagram, Twitter and Facebook
to share their adventurous stories. This will increase reach, especially considering that Garnier has an underutilized social
media presence.
MEDIA OBJECTIVES, STRATEGIES & TACTICS
COPY TEST / EVALUATION
The media objective is to increase reach by effectively using
magazines, network TV and social media. Garnier will increase its presence in the months of January, April, July and
October. These months are at the height of its pulsing schedule. Garnier will take advantage of network TV’s low CPM.
Magazines will also direct the brand to a more specific audience, even though the medium carries a high CPM.
Garnier will examine social media conversations and sales
before the new campaign and throughout the year, increasing its evaluation during the campaign’s peak months. The
brand will modify certain aspects to match audience sentiment throughout the campaign.
SITUATION
ANALYSIS
BRAND HISTORY
Alfred
Garnier
began marketing his first
hair tonic
1904
1965
L’Oreal
purchased
Laboratoires
Garnier
Fructis
haircare and
styling products
line started
1996
Announced
partnership with
TerraCycle, Inc.
2003
Garnier Fructis
Marketing
Communication
Strategy
introduced
2011
PAST
ADVERTISEMENTS
GARNIER
Garnier has utilized bright colors, funny
copy and interesting situations in past
ads to appeal to its younger target audience. It differs from many of its competitors in that it does not use muted colors
to communicate sophistication; its style
is lively, playful and entertaining.
PANTENE
SUAVE
NEXXUS
Pantene is the only competitor
that comes close to Garnier in
terms of playfulness and originality in its ads. Its ads are not
particularly ground breaking,
but use celebrities in addition
to everyday models to attract
a younger audience.
Suave, the leader in market
share for conditioners sold in
mass retailers, uses its ads to
appeal to the everyday woman. Its visuals are neither edgy
nor intriguing, and the copy
could be for any other hair
conditioner brand.
Nexxus is perceived as a more
high-end brand. Its ads use
gray tones to emphasize the
models and their super-shiny
hair. Nexxus ads almost always include extra copy about
the product and usually only
include headshots.
MARKETING
SHARE
Suave
2.45%
Garnier
2.05%
Pantene
1.88%
Nexxus
1.81%
Alberto
1.70%
Matrix
1.68%
AD EXPENDITURE
total
spending
Garnier Fructis’s total budget will be $84,670,800, with $25,049,900 allotted to magazines and $32,862,700 allotted to network TV. Its leading
competitor, Suave Naturals, has a total budget of $41,722,200. Pantene,
which has the third highest market share behind Garnier Fructis, has a total
budget of $146,690,800.
50000 45000 40000 Garnier
30000 Suave
25000 Nexxus
20000 Pantene
15000 Alberto VO5
10000 Matrix Biolage
5000 n Sy
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Dollars (000) 35000 Garnier Fructis has the second highest share of voice, both overall (25.1%)
and individually in the magazine (22%) and network TV (32.3%) mediums.
Although Suave has the leading market share, it has the fourth highest overall share of voice with 13%. Pantene, which holds the third highest market
share, has by far the highest share of voice with 45.7%.
SOV
SyndicaBon Radio Net Cable TV Matrix Biolage Spot TV Alberto VO5 Pantene Net TV Nexxus Suave Outdoor Garnier Natl Nwsp Magazine 0 20 40 60 Percentage 80 100 120 Media Mix
Syndication
19%
Cable TV
12%
Net TV
39%
Magazine
30%
Garnier Fructis spends the
majority of its budget on
network TV advertising with
39%. The brand allocates
30% of its budget to advertising in magazines.
MARKETING
PROBLEM
PRODUCT LIFE
CYCLE
Garnier Fructis Sleek and Shine
holds the second highest market
share, which is 2.05% ($18.9 million), in the Top Hair Conditioner
Brands category. Garnier Fructis is
second to Suave Naturals, which
carries 2.45% of the market share
($22.6 million). This is due to the fact
that Suave Naturals has a larger potential target audience because both
men and children use Suave Naturals, in addition to women.
As a whole, Garnier Fructis Sleek
and Shine is in the maturity stage of
its PLC. The brand is well known and
has distinct branding. As the brand’s
high BDI numbers indicate, this stage
is especially apparent in the northeastern and midwestern regions of
the United States. That being said,
there is still room for growth in the
West. Garnier Fructis has a low BDI
in this region, but hair conditioner
has a high CDI. Therefore, Garnier
Fructis is targeting this area of the
country (because there is still room
for growth).
MARKETING
STRATEGY
GARNIER SWOT
strengths
•
•
•
•
•
•
•
Parent brand, L’Oreal, established more than 100 years ago
Garnier Fructis Sleek and Shine holds second highest market share
Recognizable commercials: bright, comical and lively
Inexpensive but high quality, so it appeals to a broad range of incomes
Eco-friendly image: partners with TerraCycle and EarthShare
Uses Fortified Fruit Science to make products
Available nationwide
Opportunities
•
•
•
•
Utilize flirty, young image
Improve use of social media (Instagram, Twitter and Facebook)
Expand upon preexisting outlandish advertising
Untapped market in the West
Weaknesses
•
•
•
•
•
Products are more expensive than Suave Naturals, the leading competitor
Outdated version of website still exists
New website lags and is moderately difficult to browse
Twitter and Instagram accounts are boring and uninteractive
Numerous Amazon reviews say product bottle cap breaks easily
Threats
• Suave Naturals: holds the highest market share, has cheaper products and is
available in several different scents
• Third and fourth highest market share holders, Pantene Pro-V Always Smooth
and Nexxus Humectress, follow close behind Garnier Fructis Sleek and Shine
Competitors' SWOT
suave
PANTENE
NEXXUS
• Relatively inexpensive
• Easily accessible
• Larger potential market (women, men and children)
• Leading market share
• Highest share of voice
• High brand awareness because
of celebrity endorsements
• High volume of sales due to
effective ingredients
• Perceived as high/salon quality
weaknesses
• Not considered as high-end
• Hard to tailor advertisements
for a large target market
• Product is more expensive when
compared to many other brands
• Hefty price tag for a product
sold by mass retailers
opportunities
• Large potential market can
increase growth
• Could develop higher-end
product to reach more people
• Because it has the largest share
of voice, Pantene has the opportunity to easily increase its reach
and market share
• Because brand awareness is
high at mass retailers, if Nexxus
lowered prices it could increase
sales tremendously
threats
• Easy to get lost in the mix of so
many hair care products
• Must continue to set themselves
apart with a low price and
diverse product range
• Other brands have less expensive products that are equal in
quality
• Other brands are increasingly
developing salon-quality products
for their lines at lower prices
strengths
MARKETING & ADVERTISING
OBJECTIVES
MARKETING OBJECTIVE
ADVERTISING OBJECTIVE
The campaign’s marketing objective is to decrease the market share
gap between Garnier and Suave.
If the campaign does not achieve
this goal, then Garnier’s market
share will either remain the same or
decrease as other brands improve
their advertising. Garnier’s eventual
goal following is to surpass the market share of Suave.
Garnier will increase brand awareness by advertising on network TV
during the prime time day part and
in magazines that appeal to the
target audience. Garnier will also
advertise on the Internet because it
is cost efficient. Advertising in these
media will increase the brand’s
reach.
TARGET
SELECTION
CDI: 105
BDI: *100
Garnier’s target audience is women ages 18 to 34. This age group
has the highest index for hair conditioner usage, with women ages 25
to 34 being the top users.
CDI: 100
BDI: *168
CDI: 94
BDI: *110
CDI: 99
BDI: *56
The West Coast is a good market for
an offensive ad strategy because it
has a high CDI and a low BDI.T h e
northeast and Midwest regions call
for a defensive strategy because
they have high BDIs and low CDIs.
The market must be monitored to
see whether brand sales decline or
category sales further decline.
140
120
100
80
60
40
20
0
18-24
25-34
35-54
55+
MEDIA OBJECTIVES
STRATEGIES
& TACTICS
MEDIA
OBJECTIVES
Frequency
By increasing print ads and using more strategic
TV spot placement, Garnier will increase its frequency to six exposures per person during peaks
in the ad schedule and to four exposures during
non-peak times. By increasing awareness, Garnier will increase its audience and, in turn, sales.
reach
Reach is most important because Garnier needs
to increase the number of people buying Sleek
and Shine. Garnier will increase coverage of 18
to 24 year old females, its primary target market, to 80%. Garnier will increase coverage of
its secondary target market, 25 to 34 year old
females, to 75%.
SEASONALITY
Garnier will allot a larger portion of its
budget to advertising during the following
months:
January - The ads will be geared toward
consumers who have dry hair during winter
April - The ads will showcase trial-sized bottles for travel situations
July - The ads will target students leaving
for college in the fall
October - The ads will focus on consumers’
concerns about their appearances for holiday gatherings
REGIONALITY
It is most advantageous for Garnier to
allocate a higher amount its budget
to advertising in the West. By concentrating a large portion of the budget
(40%) in this region, both frequency
and reach will be increased.
OVERALL MEDIA
BUDGET
Garnier’s overall media budget is
$84,670,800, which is a 5% increase
from its original budget. Garnier will
concentrate the additional 5% in the
West, where the CDI is high, and the
BDI is low. The additional spending
will increase brand awareness and
lead to more sales.
MEDIA SELECTION
QUINTILE ANALYSIS
Garnier will continue to allocate none of its
budget to newspaper, radio and outdoor advertisements because females ages 18 to 34
do not use or are not exposed to any of those
mediums. Garnier will not advertise during
the early and late fringe television day parts
for this same reason. Instead of using Internet
advertisements, Garnier will improve its social media accounts, increasing interactions.
No portion of the advertising budget is needed for improving social media accounts.
Because Garnier is focused on brand awareness,
the brand will advertise during the prime time TV
day part. Research shows that Garnier’s target
audience is exposed to prime time TV 29% less
than the average person. However, Garnier will
continue to advertise due to the wide audience
that can be reached from 7 p.m. to 10 p.m. CT.
Garnier’s target audience frequently reads magazines. Cosmopolitan (index of 169) and InTouch
(index of 124) have high indexes for Garnier users. Garnier Fructis will maintain its advertising
budget for these two magazines.
Us Weekly (index of 161) and Glamour (index of
155) have high indexes for the target audience but
low indexes for Garnier users. To increase Garnier’s brand awareness and market share among
the Top Hair Conditioner brands, the brand will
increase its advertising budget for these two magazines therefore increasing its reach.
Vehicles
TV
Garnier has the second highest share of voice for network
TV and will maintain its budget. The brand will advertise
on network TV channels that
appeal to the target audience
during the prime time day part
to take advantage of its low
CPM.
MAGAZINE
Internet
Garnier will maintain its advertising in Cosmopolitan and
InTouch. Garnier will increase
its magazine budget to allow
more ads in Glamour and Us
Weekly, which are similar to
the aforementioned magazines, so that the brand can
further expand its reach. Magazines allow Garnier to advertise directly to its primary and
secondary target audiences
and are worth the high CPM.
Because Garnier’s target audience members are dedicated
social media users, Garnier
will improve and increase its
social media presence, which
will expand the brand’s reach
in a cost efficient, or zero cost,
way. Specifically, Garnier will
interact with current and potential consumers on Instagram,
Twitter, Pinterest and Facebook.
budget constraints &
Scheduling
BUDGET CONSTRAINTS
Network TV time is expensive to purchase,
but it is very cost efficient due to its low
CPM. Magazines are expensive to purchase and are not necessarily cost efficient
due to their high CPM. However, advertising in magazines is necessary for Garnier
selectively seek out its target audience.
scheduling
Garnier will pursue a pulsing advertising
schedule. The largest influxes should be
every three months, in January, April, July
and October. The brand will stay fresh in
the consumer’s mind, and every season the
consumer will have a renewed interest without feeling bombarded by advertisements.
Advertising Flow chart
TV
Reach
Frequency
GRP
Cost
JAN
FEB
MAR
APR
MAY
JUN
80%
75%
75%
80%
75%
75%
6
4
4
6
4
480
300
300
480
300
SEP
OCT
NOV
DEC
80%
75%
75%
80%
75%
75%
4
6
4
4
6
4
4
300
480
300
300
480
300
300
80%
75%
75%
80%
75%
75%
80%
75%
75%
80%
75%
75%
6
4
4
6
4
4
6
4
4
6
4
4
480
300
300
480
480
300
300
480
300
300
480
300
Total
4,320
4,320
3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 3,757,485 1,252,495 1,252,495 25,049,900
SOCIAL MEDIA
Reach
Frequency
GRP
Cost
AUG
4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 4,929,405 1,643,135 1,643,135 32,862,700
MAGAZINE
Reach
Frequency
GRP
Cost
JUL
80%
75%
75%
80%
75%
75%
80%
75%
75%
80%
75%
75%
6
4
4
6
4
4
6
4
4
6
4
4
480
300
300
480
300
300
480
300
300
480
300
300
4,320
0
0
0
0
0
0
0
0
0
0
0
0
0
Total GRPs 1,440 900 900 1,440 900 900 1,440 900 900 1,440 900 900
Total Cost 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630 8,686,890 2,895,630 2,895,630
12,960
57,912,600
CREATIVE STRATEGY
Garnier appeals to young women with its vibrant packaging and playful TV spots. Garnier will continue to portray this image with print advertisements, social media
campaigns and TV spot ads. The brand will catch the
eyes of new consumers by taking amplifying its current
personality. The advertisements will feature young women in larger-than-life situations while they still maintain
sleek and shiny hair. TV spots are essential to demostrate
these engaging scenarios.
A group of women swimming with sea creatures
A young woman bungee jumping over a
famous landmark (in the West)
A young woman in a circus ring with
wild animals
PROMOTION STRATEGY &
IMC EFFORTS
For Garnier to achieve its marking objective, it will expand its target audience by taking its current happy, crazy brand image to the next level. The TV advertisements will portray more of a short story to the
brand’s audience and will feature models in more ridiculous situations. The point is to not only catch the
attention of new consumers but also to inspire them to live life to the fullest.
Garnier will ditch its current slogan, “Take Care”, and will replace it with the phrase “Tame your hair,
not your life”. This message will be continued with Garnier’s increased and fully improved social media
presence by creating conversations with current and potential consumers. Garnier will ask users to Instagram with the hashtag #SleekHairDontCare and share stories of their adventures. This hashtag will also
be included in TV and print advertisements, and the conversation will continue on Twitter and Facebook.
Each peak of Garnier’s pulsing schedule is a period of time when adventure is most likely to be pursued.
After the campaign is aired and seen in magazines, it will come naturally to users to share their stories
during these periods of time. This widespread interaction between Garnier and consumers will increase
reach, especially considering how weak the brand’s social media presence currently is.
This ad will run in January when cold
weather brings split ends.
This ad will run in April before consumers
take their vacations.
This ad will run in October, the beginning
of holiday season.
TEST PLAN &
EVALUATION
Garnier will test its media plan to confirm that its campaign has increased reach, brand awareness
and market share. Before Garnier launches the campaign nationwide, the brand’s focus will first
be placed in a college town in the West. If the target audience is responsive, Garnier will use its
feedback to improve the campaign for the entire country and this region.
Garnier will examine social media conversations before the start of the new campaign and throughout the year, with an increased amount of focus during the peak months of its campaign. Garnier
will read what people say about the brand online and analyze the extent to which they participate
with the campaign (#SleekHairDontCare).
Garnier’s brand awareness will continue to increase as the brand modifies aspects of the campaign to match audience sentiment. To determine that the campaign has met the marketing goal of
increasing the market share, the brand will compare Garnier Sleek and Shine’s sales before and
after the campaign runs.
REFERENCES
• Market Share Reporter [serial] {HF5415.2. M3558*2011 Vol1 & Vol2}
• Simmons OneView
• SimplyMap
• http://www.garnierusa.com
• http://www.bloom.com/garnier?___store=default
• http://bizdom.blogspot.com/2010/07/brand-profile-garnier.html
• http://www.scribd.com/doc/61246965/Brand-Dossier-of-Garnier-Fructis
Jacqueline Elliott
Paige Fenerty
Anna Kalmbach
Corinne Richter
Lily Winnett