Garnier Marketing Strategy: Launching Garnier Cream for Men

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description about product......................................................................................................1
Critical Analysis of the Market Context.................................................................................1
STP.........................................................................................................................................4
Marketing mix........................................................................................................................6
Implementation.......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing is utilised by marketing teams of companies to accomplish their
organisational objectives by developing and keeping a sustainable competitive advantage over
others in the market. This marketing strategy mainly focus on the factors such as target market,
which products or services company is offering and what promotion strategies it will adopt along
with how much the items would cost. For companies it is very essential to implement strategic
marketing schemes whenever they are improving their existing product or introducing any new
services in the market (Tomczak, Reinecke and Kuss, 2017). The following report covers the
launching of Garnier cream by the Garnier company. The respective company is a mass cosmetic
brand of a French company named L'Oreal and was founded in the year 1904. The report
explains the description of the new product and a brief analysis of cosmetic market. Furthermore,
the identification of target market has been done through applying STP model. The report also
explains market mix of new product that company is introducing in the market. Lastly, the report
focus on the how different departments of the company are interrelated with each other along
with role of internal marketing.
MAIN BODY
Description about product
Garnier company is introducing Garnier cream which is for men to make their skin
smooth, hydrated and soften. The product targets male market segment as there are very few
products available for men in cosmetic industry. The cream is for all types of skin which will
assist men in getting wrinkle free skin. The cream contains all the natural and organic ingredients
which will provide natural skin care to men. The cream is enriched with organic Lavandin and
Argan Oil along with Antioxidant Vitamin E. After applying this cream, the skin of a person will
become firmer and they can see reduction in their wrinkles. This is an anti-ageing cream for men
which they have to use daily and within 2 weeks they can observe results on their face.
Critical Analysis of the Market Context
Key market trends
In today's world people have become more conscious about their overall hygiene and
physical appearance (He and Harris, 2020). This has also increased in males as they have become
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aware about their skin and overall grooming. The patterns of males grooming has changed with
time with significant emphasis on personal clothing, appearance and beauty treatments.
Therefore, the demand for cosmetics products has also enhanced in recent time in male segment.
Earlier the products related to male grooming were limited to only shaving creams, shampoos,
colognes and others. Therefore, it has been observed that demand for cosmetic products is
increased with time among men. Hence, Garnier company has decide to introduce Garnier cream
for male segment of the society.
(Source: Global men's Grooming Products Market share, 2021)
According to Persistence Market Research report, goods in the mid range that are
affordable for male consumers which presently hold the largest market share in world and are
expected to grow around 53.3% market share by the year 2031. Online retailing is estimated to
grow distribution channel at a high CAGR of 8.4% between the time period 2021 to 2031. Due
to COVID-19 the preferences of people have changed and has shifted from traditional shopping
to online purchasing. The companies have also introduced wide range of products or services in
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Illustration 1: Global men's Grooming Products Market share. 2021.