Marketing Strategy of Garnier Company - Essay Sample

Introduction

Garnier is the cosmetic brand of L`Oreal Company launched in 1904 in France. The brand offers products ranging from hair care and hair colour products for both men and women. This is the second largest brand in the L`Oreal group brand collection (Tabassum, 2018). Now, to make Garnier products more consumer-friendly, segmentation is a vital factor (Armstrong, Kotler, Buchwitz, Trifts, & Gaudet, 2015). Market segmentation is critical in any business and Garnier is no exception. Segmentation is the process of separately grouping customers with similar traits or interests. During segmentation, characteristics used to connect to the segmentation strategy or approach, which bears specific segmentation variables (Armstrong et al., 2015). Garnier Company uses four different types of segmentation, however, the four types of market segmentations vary as far as their implementation is concerned.

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The first type of segmentation that is used by Garnier is the demographic segmentation. This is one of the easiest and widespread market segmentation. It helps the company to target the right consumers of its products (Camilleri, 2018). The segmentation divides the populations based on its variables such as age, religion, race, occupation, income, size of family and nationality. The second type is the behavioural segmentation that divides the consumers based on their behaviours, usage and decision making prototype (Camilleri, 2018). For instance, the products that Garnier Company would sell to young people would vary from those that would be sold to old people. Again, according to this segmentation, marketing during festivals will significantly differ from one marketing during regular days. Another category of segmentation is the psychographic segmentation. It considers the lifestyle of people, their activities, interests and opinions. Garnier uses lifestyle of consumers to define their best products match (Schlegelmilch, 2016). The last market segmentation that Garnier uses is geographic segmentation. This kind of segmentation separates people based on geography. The company believes that customers will have varying needs based geographical areas they are located in. For instance, consumers located in hot areas would need skin care products to manage to sweat as opposed to people living in cold regions. From the four main types of segmentation, Garnier Company can derive usage of its product based on the market, price-based market and benefit segmentations (Camilleri, 2018).

Despite the various segmentations, I found demographic market segmentation to be more critical for Garnier Company. My argument is based on the fact that the variables in this segmentation such as age, gender, income, religion, race, and nationality covers a broad spectrum in regards to interests and opinions of the consumers. I believe this is why other different companies with various products have widely used this market segmentation. This is because it is simple to apply and to use and that the government statistical data is readily available in many countries (Schlegelmilch, 2016). The concept of the segment is also straightforward to understand at various ranks in the Company structure; from management to sales to customer service staff. Generally, the idea of the demographic segmentation can be easily integrated into an internal marketing plan. Therefore, this is one market segmentation type that is widely applied by Garnier Company.

Conclusion

In this competitive World, Garnier has regularly examined its products and services to enhance its customer service. Now, product differentiation and positioning is a vital aspect of the company`s marketing strategy. This requires an innovative spirit and thorough analysis. In the context of product differentiation, the company incorporates attributes such as quality and price to paint a different picture to the potential customers. On the product positioning, Garnier considers product and service brand identification in the market. This is also achieved through timely delivery and excellence in manufacturing. A positioning statement is also critical in any market strategy since it supports the product differentiation strategy. The statement is applied as a market tool and is meant to convey the quintessence of how the product is differentiated and positioned against those of the competitors (Schlegelmilch, 2016). In the case of Garnier positional statement for skin care products could be, "Nature-based innovative personal care brand."

References

Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an introduction.

Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel Marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.

Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets. In Global Marketing Strategy (pp. 63-82). Springer, Cham.

Tabassum, R. (2018). Social media marketing impact on GARNIER brand promotion and customer awareness at WAVEMAKER Bangladesh.