Presented To: Usman Gauri

Presented By:
Hamdan Tariq
 4 P’s

Product:

Garnier specializes in Products which focuses on Skin Care, Hair care,

Styling and Hair color. Garnier Fructis Shampoo consists of many product
lines within this certain brand. These include:

• Garnier Fructis Sleek and Shine Sheer

• Garnier Fructis Strength and Repair

• Garnier Fructis Color Resist

• Garnier Fructis Curls and Shine

• Garnier Fructis Body and Volume

• Garnier Fructis Clean and Fresh

• Garnier Fructis Sleek and Shine

• Garnier Fructis Moisture Works

• Garnier Fructis Long and Strong

• Garnier Fructis Balanced Care

• Garnier Fructis Anti- Dandruff

There are 3 levels of products include:
1. Core Benefit or Service: the core benefit of Garnier Fructis
Shampoo is the Hair care product it provides to the market.
2. Actual or Tangible Product: Garnier Fructis Shampoo attaches

some tangible accessories with its product like the Packaging

which is in green color, Features it provides, the Styling it has,
the level of Quality it provides to the consumers and finally the
Brand Image it carries all over the world.
3. Augmented Product: Garnier Fructis Shampoo does not
include any of the augmented services like installation,
Delivery and credit, After Sale services and any warranty.

Price

The pricing strategy that it uses is the price skimming but not to a large
margin from the other competitors. Garnier Fructis Shampoo uses this
strategy because the company mission entitles that they do not compromise
on any quality, and because of this reason the doctors recommend Garnier
Fructis Shampoo for medical purpose.
The prices that are incorporated are RS. 235 for 250 ml and RS. 375 for
400 ml. These are the nominal prices which are used for the shampoo
bottles.
Place

Garnier Fructis Shampoo is found in all major regions of Pakistan. These

include Lahore, Islamabad, Karachi, Peshawar, Faisalabad, Sargodha,
Gujranwala, Sialkot, Multan, and Quetta and nearby urban areas attached to
these cities.

As Garnier Fructis Shampoo is imported from US it follows a channel of

distribution. It is not manufactured in Pakistan therefore it is firstly in hands
with the imported then it follows through the whole sale, then the distributor
distributes to the retailer and finally it reaches the end consumer.

Importer Wholesaler Distributor Retailer End Con.

Promotion

Garnier Fructis Shampoo uses various forms of promotion. These include:

• Advertising: Garnier Fructis shampoo uses advertising as a

promotional tool to enhance its sale. It advertises through TV
commercials during prime times all day long to create awareness
about its product line it offers to the consumers. It also uses print
media as a mode of advertising, which includes Newspapers Articles
which explain the effectiveness of the shampoo and print ads. It also
uses Magazines as a form of print Ads to motivate consumers about
 its existence. Billboards are also used around the city as a form of
advertising. These are some of the ways Garnier Fructis Shampoo
uses to advertise its product.
• Sale Promotions: Sales promotion is a very effective way of
motivating consumers to buy the certain product. Garnier Fructis
Shampoo uses point of sale promotion to expand its sales. A counter
or rack of shampoo where Garnier Fructis Shampoo are displayed.
The consumer is attracted by the color and the shape of the bottle in
which it is displayed in. Hence by recalling the advertising of the
product which is seen, motivates the consumer in buying the product.
Another way of sales promotion that is used is the discount offer it
gives. These offers force consumers to buy the product because it is
available in some kind of offer.
• Public Relation: Garnier Fructis Shampoo is also into the Public
Relation tool of advertising which includes sponsorships and
workshops. Garnier Fructis Shampoo sponsors various events which
are seen on TV like concerts, seminars and many other activities
which help them gain recognition through the help of media. It also
carries out workshops in colleges or other recognizable areas in the
cities trying to practically prove the effect that is provided to the
consumer after using the shampoo. In asking the customers about the
kind of treatment that is needed on their hair, the desired product is
used for example a person having dandruff in his/her hair, an anti-
dandruff shampoo would be used for the problem stated. Hence a very
effective way of recognition demonstrated to the consumers.