A

PROJECT ON

“Measurement of Advertisement Impact”

On Garnier Fructis

Submitted To: Mrs. Renu Kohli Submitted By: Himanshu Kathuria

(Advertising Research Faculty) MAMM-II

CONTENTS

S.No Particulars Page No.

1. Project objective 1

2. Techniques for Measuring Advertising Effectiveness 2

3. Overview of Shampoo Industry 3

4. Sampling design 5

5. Research design 6

6. Appendix - Questionnaire 7

7. Analysis 10

8. Findings 21

9. Recommendations 22

10. Bibliography 24

PROJECT OBJECTIVE:

The objective of our project is to comprehensively research on print advertisement of the most successful sub-brands of L’Oreal- GARNIER.

A study on the success rate of this advertisement in context to its message, font size, color combination, appeal, and copy of the same.

The research has been aimed at understanding the brand communication, advertising of Garnier Fructis in context to the particular print advertisement.

Research on the brand perception in relation to the particular advertisement.

The stress however has been on the brand message and on the consumer behavior and their perception towards the brand.

To find impact of creativity to attract and win the attention, interest and eventually the action of consumers by using innumerable media leading to higher sales and customer value.

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TECHNIQUES FOR MEASURING ADVERTISING EFFECTIVENESS

There are four methods for measuring advertising effectiveness:

1. Theme or platform research

2. Copy research

3. Media research

4. Sales research

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Overview of Shampoo Industry

The shampoo market in India has changed significantly since the 1960s when it first became a lifestyle product in urban homes. As of 2008, it is a very competitive market with dominant players such as Hindustan Unilever Ltd. and Procter & Gamble Company. Analysts expect competition in the market to intensify further with the entry of companies such as ITC and Garnier. Shampoo market in India was estimated at Rs. 21.41 billion per annum as of February 2008, growing annually at a rate of 14.5 percent. Shampoo market is segmented on benefit platforms:

Cosmetic (shine, health, strength), Anti – Dandruff and Herbal.

Shampoos are generally targeted at upper middle class, middle class and house wives, upper class rural consumers and teenagers (they are the major segment). New users are being added especially at the lower end of the income pyramid, thanks to the continued promotion of single-use, convenient and affordable sachets. In urban areas, consumers are moving away from one shampoo for the whole family to one shampoo for each family member. The differentiation in use is a strong driver of growth Several Companies are now eyeing the growing shampoo market and existing players are now to defend their turf by launching new products, reducing prices, and focusing on promotions.

Some Facts about Shampoos are:

The frequency of shampoo usage is very low. Most consumers do not use shampoo daily. They use shampoo only once or twice in a week.

Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair.

Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair.

Consumers attribute lathering to the act of cleaning. Many consumers use only soap or combination of soap as well as shampoo to wash their hair.

Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance.

An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to ( 4 ml ) needed in Western countries as most Indian women have long hair.

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Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits

Southern market is predominantly a sachet market. In Contrast, shampoo bottles are more popular in the Northern markets.

While toilet soaps have reached saturation, there is immense potential for penetration of shampoos into Indian households.

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SAMPLING DESIGN

Target Population

Age: 18-45 years

Occupation: Working professionals and students

Location: Residents of Sector - 44, Noida, Uttar Pradesh

Sample Design

Sampling frame: Residents of Sector - 44, Noida, Uttar Pradesh.

Sampling method: probability sampling systematic sampling.

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RESEARCH DESIGN

Exploratory research:

Pilot studies

Type of research used for the project:

Causal research

Basic research:

Survey method

Research instrument:

Self - administered questionnaire

Contact method:

Direct/ personal

Sample size:

30 respondents

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APPENDIX

QUESTIONNAIRE

Dear Respondent,

This is a survey regarding the print ad campaign of Garnier by L’Oreal, so kindly furnish the correct information. The information given will only be utilized for the research purpose only and not any other purpose.

RESPONDENT PROFILE

Area of Residence:

Age :

Gender : Male____ Female____

1. Do you use Garnier products.

Regularly_____ Sometimes____

Rarely _____ Never ____

2. How did you get to know about Garnier products?a) TVb) Newspaper/Magazinesc) Word of Mouthd) Internete) Any Other___________

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3. What matters a lot for you in a print advertisement?a) Creativity (b) Celebrity used (c) Message (d) Details about the product

4. Why are you using your current shampoo? a) Quality b) Price c) Packaging d) Advertisement e) Fragrance

5. Do you recall seeing this advertisement of Garnier? a) Yes b) No

6. What other brands of shampoo you can relate with this ad? a) b) c)

7. How much this ad can influence your shampoo purchase? a) Not at all b) Less influence c) Very high influence

8. What are the key messages of the advertisement? Your opinion ____________________________________________________________________________________________________________________________________________________________

9. What do you think of other brands who challenge the attribute of antidandruff?a) Clinic All Clear___________________________________________________b) Head & Shoulders_________________________________________________c) Pantene__________________________________________________________

10. Do you think the advertisement is strong enough to make you believe what it says?

a) Yes b) No

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11. If you are not the consumer of Garnier shampoos will you buy them after watching this advertisement?

a) Yes b) No

12. List the Names the brand that comes into your mind when you think of antidandruff shampoo? a) b) c) d)

13 Whose advertisement you like most? a) Clinic all clear b) Head & Shoulders c) Garnier d) Don’t pay attention

14. Your suggestions on how Garnier could have made this advertisement more effective?

_____________________________________________________________________________

_____________________________________________________________________________

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ANALYSIS

Attributes of Respondents:

A total of 30 people were interviewed. 56% were female. The respondents were in the age

Group of 18-45 years.

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Q.1 - From question which says that how often you use Garnier products

Ans: It was observed that people rarely use Garnier Shampoos. Out of 30 respondents only 7 are using Garnier regularly and 8 respondents never used it till date.

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Q.2 - How did you get to know about Garnier products?a) TVb) Newspaper/Magazinesc) Word of Mouthd) Internete) Any Other___________

Ans: Majority of the respondent received information from Television and Magazines and the rest from Internet and Word of mouth. Bar Diagram explains it further:

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Q.3 - What matters a lot for you in a print advertisement?

a) Creativity (b) Celebrity used (c) Message (d) Details about the product

Ans: It was observed that 14 respondents look for the celebrity associated with the Brand and almost equal number of respondents seek creativity, message and Details in Print advertisement.

:

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Q.4 - Why are you using your current shampoo? a) Quality b) Price c) Packaging d) Advertisement e) Fragrance

Ans: Out of 30 respondents 22 prefer their brands because of quality and the rest 8 stressed on price.

Q.5 - Do you recall seeing this advertisement of Garnier?

a) Yes b) No

Ans: Out of the 30 respondents 18 said that they recall the ad and rest did not recall at all.

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Q.6 - What is the first thing that came into your mind when you saw this print ad?

Ans: Out of 30 respondents only 5 said that they were influenced to try the product and 25 respondents said they would be loyal with their current brands which conclude that the advertisement failed to achieve sales growth.

Q.7 - How much this ad can influence your shampoo purchase?

a) Not at all b) Less influence c) Very high influence

Ans: As this is the main target of this advertisement to increase sales, only 3 respondents said they are influenced by it also might give a trial and the rest have shown negative response and thus it should be taken care of.

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Q.8 - What are the key messages of the advertisement?Ans: As per the survey conducted on 30 respondents majority of the respondents replied that the brand wants to say it’s an AD shampoo with hair fall prevention. Also, none of the respondents agree that the brand wants to conquer the market because of its price.

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Q.9 - What do you think of other brands who challenge the attribute of antidandruff?a) Clinic All Clear___________________________________________________b) Head & Shoulders_________________________________________________c) Pantene__________________________________________________________

Ans:

Q.10 - Do you think the advertisement is strong enough to make you believe what it says?

a) Yes b) No

Ans: Only 35% agreed that the brand and product has the strength to remove Dandruff and prevent hair fall as mentioned in this advertisement but the rest said they can’t comment or they don’t agree with the contents of the advertisement.

Clinic All Clear: Most of the respondents said they are quite satisfied with the performance of CAC. Respondents mentioned that CAC is an old brand and can be trusted and they like the brand because of delivering quality with competitive price.

Head and Shoulder: It is liked by the youth respondents as the Brand targets youth and is clearly style specific. In short, respondents trust Head and Shoulder as a compatible product for dandruff removal.

Pantene: It is again an old brand like CAC. Pantene celebrities are bollywood famous stars and that gives this brand good loyalty from its customers. Pantene has a good market share along with its competitors. It has a good brand recall.

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Q.11 - If you are not the consumer of Garnier shampoos will you buy them after watching this advertisement?

a) Yes b) No Ans: As the ad is not a big success and cannot bring TOMA (Top of the Mind Awareness) in its target audience so, very few consumers prefer buying the product after watching the advertisement.

Q.12 - List the Names the brand that comes into your mind when you think of antidandruff shampoo? a) Clinic All Clear b) Head and Shoulder c) Pantene d) Himalaya

Ans: During the survey conducted on 30 respondents, we can draw inference that 15 respondents had a top of mind awareness for Clinic All Clear, 10 respondents replied Head and Shoulders as their favourites anti-dandruff shampoo and the rest recalled Pantene and Himalaya.

Q.13 - Whose advertisement you like most?

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a) Clinic all clear b) Head & Shoulders c) Pantene d) Garnier e) Himalaya

Ans: The survey conducted revealed that out of the 30 respondents Clinic All Clear advertisements were liked by 12 respondents, Head and Shoulders ads were liked by 8 respondents , whereas Garnier ads are liked only by 3 respondents.

Q.14 - Your suggestions on how Garnier could have made this advertisement more effective?

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Garnier should focus on its creams rather than on shampoos.

Garnier should expand the impact laterally by using other media to reinforce the TV commercials.

Ans:

MY FINDINGS:

Garnier should bring their prices little down to beat the competition.

Constant innovation in product variants. Garnier must bring on ads which not only focuses on its benefit but is very appealing and eye catching for the consumers appealing and eye catching for the consumers.

Garnier should introduce some famous bollywood celebrity exactly the way other competitors are doing in their advertisements.

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There is very little recall of this advertisement. The consumers think of this ad as a Copied version of Head and Shoulder advertisement and are not really aware of it. Most of them believe that H&S is the best in ad campaigns for shampoos.

70% of respondents said that attractive packaging also influences the purchase and since Garnier Packaging is believed to be not very attractive (based on the survey); it can create loss of sales and market share and also boredom in the minds of consumers.

The ads by Garnier do not provide complete information about the usage of its products. The ads are not able to clearly depict that this brand is completely different from Head and Shoulder also because of less advertising by Garnier it lacks in Brand Loyalty and thus it is also a cause for poor ad campaign recall.

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Recommendations:

Increase Awareness

Garnier must use reminders to increase the brand awareness. It registers more impressions on the customer's mind even if it wasn't able to spell out its message in full. Secondly, expand the impact laterally by using other media to reinforce the TV commercials. For example use merchandising.

Creative Advertising

Usually the advertisements try to have more focused, benefit-oriented advertising. However in this process they tend to suddenly rob their ads of quality and charm. Garnier must leverage on this opportunity by insisting on unorthodox executions. The message must creep up on the consumer from a tangential direction, almost catching them by surprise. Garnier must bring on ads which not only focuses on its benefit but is very appealing and eye catching for the consumers. The most important criterion is that the brand must have something significant to say, or offer, to the customers and based on this, they must make their ads. Also, celebrities must be chosen who fits the ad. This would help them to build brand recall, and would influence the consumer purchase.

Constant Innovation

“Once a customer, always a customer”, is no longer true in these days of fluctuating brand usage. Customers now have more choices than before and are more willing to try out new brands. This fickle-minded buying warrants a constant focus on the changing mindset of the customer. The brand too has to change with customer tastes. Therefore Garnier brand must keep innovating new product variants and the same must be communicated well to the consumers. The consumers get bore of seeing same package over time. Thus, packaging must be changed to reflect the change in consumer perception.

Reinforce the Decision

After people have tried the product, make them realize they have made the right decision.For example - Pepsi ad which said, “Yehi hee hai right choice baby, aha!” this made theconsumers confident of their choice. This will help to have customers hanging on to thebrand forever. The human mind looks for signals to reinforce the decision made by it, totell itself that yes, you were correct. Garnier must adopt this method to gain customerconfidence and influence them.

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Total Brand Experience

Garnier shampoo must turn its advertising into a total brand experience. Along with the Commercials and other mediums of promotions, it should broaden the interaction by sending Garnier vans around the cities where the brand is available; they must present the detailed demos of ways to clear dandruff problems, use give-away shampoo sachets to establish a connection with the brand. Also they must highlight usage techniques of Garnier that one should leave the dandruff shampoo on the scalp for more than two minutes for effective use. They must use live interaction as a form of advertising and must provide consumers complete experience by giving them a chance to experiment.

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BIBLIOGRAPHY

Advertising hand book - By Roger Barton

Advertising - By Frank Jefkins

Marketing management - By Philip Kotler

Websites visited: www.garnier.com

www.indiainfoline.com

www.L’oreal.com

www.google.com

www.economictimes.com

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