Garnier Shampoo: Consumer Behaviour Analysis and Marketing Strategies

Executive Summary
The purpose of this report is to enlighten the reader about the information of the company
Garnier shampoo. The company is owned by parent company L’Oreal. The product selected for
the below mentioned analysis is shampoo. The shampoo of Garnier is profound in the market and
earn optimum revenue as well. The report evaluates the product and company profile along with
the consumer behaviour analysis for the brand. This analysis helped in understanding the factors
affecting the purchasing decision of the customers present in the market. Further, the paper along
highlights the marketing strategies organized by Garnier in the external international market
along with the relationship between the marketing strategies of the company and consumer
behaviour against the shampoo. Further, recommendations are provided for the company to
effectively increase its sales in the target market.

Contents
Garnier Shampoo Product Overview...............................................................................................1
Critical Analysis..............................................................................................................................2
Factors Affecting Consumer Behaviour......................................................................................2
Marketing strategies of Garnier Shampoo...................................................................................3
Relationship between Consumer Purchasing Behaviour and Marketing Analysis of Garnier
Shampoo......................................................................................................................................4
Strategic Recommendations............................................................................................................5
References........................................................................................................................................6

Garnier Shampoo Product Overview
Garnier Company was established in the year 1904 by a French pharmacist Alfred Amour
Garnier. The organization was initially named as Laboratoires Garnier that was further taken
over by L’Oreal which is now the second best brand present in the world. Apart from shampoo,
the company has introduced many products like hair colour products, skin care products, hair
care products etc. Garnier sell its shampoo in more than 120 nations worldwide (Garnier 2018).
The company also partnered with TerraCycle to promote reusing of the bottles of the products
and introduce biodegradable packing as well. Biggest direct competitor of Garnier is Pantene and
indirect competitor is Hairprint (Cocke 2017). Further, it should be noted that the organization is
a mass market cosmetic brand of French cosmetics company L’Oreal. Garnier shampoo is highly
preferred by the people living in Asia, China and India. In brand trust report 2012, the company
was ranked 73rd among India’s most trusted brands. The L’Oreal group owned Garnier in the
year 1965, since then the company has also started producing shampoo and other products made
with natural ingredients as well.
The organization is known for providing efficient and innovative products to the customers in the
target market. The company is an international hair care and skin care brand that has various sub
brands in especially four categories and has seven areas of expertise as well. The company works
with a mission to meet the needs of women present all around the world. The organization works
with a tagline that is, ‘Stronger hair, stronger you. For hair shines with all its strength. Garnier
has recently produced a wide range of shampoos in the market according to the demand of
women present in the market. Along with the specialization in women products, the organization
also serves hair care and skin care services to men present in the market. Currently the
organization is working well in the external market but with effectively analysing the demand of
the customers present in the market, the company can easily increase the demand of their
shampoos in the market (Garnier 2018).