Objective:
Attain
Sustainability
Marketing Strategy : Evaluation 2 Submitted by: Aalia Usmani 02 | Aishwarya B 05 | Atanu Ghosh 15
Kalpesh Khandare 27 | Rohit Singh 54 | Tejas Gosain 65
Submitted to:
Dr. Sanjay Pawar
Product Chosen: L’Oréal Garnier : Skin Care and Hair Care Products Caring not just about the skin but also about our planet Earth Website: https://www.garnier.in/
Opinion Statement: “ L’Oréal is a Brand which is aiming to achieve sustainability in all aspects and all of it’s products. Here we have chosen L’Oréal Garnier’s skin and hair care products as
these are the products which can move towards sustainability. L’Oréal claims that by year 2025, all Garnier packaging will be reusable, recyclable or degradable."
Why we choose L’Oreal Garnier:
By 2025, Garnier will completely stop using so-called "non-recycled plastic" (Virgin Plastic) in all its packaging and thus reduce plastic production by 37 thousand tons per year
Based on the statement below which was published by Garnier in 2019.
By 2022, all plant and renewable ingredients will be collected from sustainable sources.
By 2025, 100% of Garnier’s new products will have an improved environmental impact
Plastics and Packaging Products and Formulas Factories and Production
By 2025, all Garnier packaging will be reusable, recyclable or degradable.
By 2025, Garnier will have a 100% CO2 neutral plant, thanks to the use of renewable energy
sources.
By 2025, Garnier will support 800 communities worldwide under
the Solidarity sourcing program.
Moving towards Sustainability
The flagship brand of L’Oréal, Garnier is the cosmetic brand introduced in 1904 in France. The brand has offerings ranging from Skincare solutions for Men and Women, hair care products, and Hair Color products.
It has positioned its offerings as affordable skincare and hair care solutions which are meant for value for money to the customers and are at best prices. Garnier uses the mix of Demographic, geographic and
psychographic segmentation variables such age, gender, lifestyle, social class, income class etc. Since the brand have the presence with broad category & brands meant for the different set of customer,
therefore, it uses differentiating targeting strategy.
SUSTAINABLE MARKETING CONCEPT
MARKETING CONCEPT
STRATEGIC MARKETING CONCEPT
SOCIETAL MARKETING CONCEPT
•The marketing concept is oriented toward pleasing customers
(be those customers organizations or consumers) by offering
value.
•Product- Garnier men charcoal facewash
•Unlike the marketing concept which emphasizes
consumer needs and wants, the strategic marketing
concept emphasizes both consumers and competitors.
•Product- Garnier 2-in-1
•Societal responsibility of marketing is a marketing concept that
holds that a company should make marketing decisions not only
by considering consumers' wants, the company's requirements,
but also society's long-term interests
•Product- Garnier skin active
SUSTAINABLE MARKETING CONCEPT
•Sustainable marketing is the promotion of
environmental and socially responsible products,
practices, and brand values.
•Product-Garnier Fructis Long & Strong
Shampoo
•( The company uses only natural, vegetable-
based materials as ingredients for its
products. It is totally against animal testing.
SOCEITAL MARKETING CONCEPT
SALUTRY PRODUCTS
•Salutary products are those
have limited appeal but
benefit society in the long
run.
•Product - Garnier Hair
Color
DESIRABLE PRODUCTS
•Desirable Products: Products that not only
benefit the individuals and the companies
selling them but also keep society safe and
secure through its policies and improve
healthcare services.
•Product - Garnier Pure Active Neem
Face Wash
DEFICIENT PRODUCTS
•Product that describes any good or service that has
neither immediate appeal nor long-term benefits.
•Product - Garnier White Complete Multi
Action Fairness Cream.
PLEASING PRODUCTS
•Products that increase the
appeal and add some pleasing
qualities.
•Product - GARNIER Skin
Naturals Light Complete
Sheet Mask
Moving
towards
Sustainability
