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Advertising Campaign FOR Garnier Fruit Juice

Garnier is launching a new fruit juice product in India. The advertising campaign will focus on promoting the product's organic and fat-free qualities. Research was conducted through surveys in Chennai to understand customer needs and preferences. The campaign will include television, radio, and newspaper advertisements over six months leading up to the Chennai launch. Miss Genelia will serve as the brand ambassador to help create awareness of Garnier's new fruit juice product.

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Prabha Saikia
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385 views

Advertising Campaign FOR Garnier Fruit Juice

Garnier is launching a new fruit juice product in India. The advertising campaign will focus on promoting the product's organic and fat-free qualities. Research was conducted through surveys in Chennai to understand customer needs and preferences. The campaign will include television, radio, and newspaper advertisements over six months leading up to the Chennai launch. Miss Genelia will serve as the brand ambassador to help create awareness of Garnier's new fruit juice product.

Uploaded by

Prabha Saikia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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ADVERTISING

CAMPAIGN
FOR
GARNIER FRUIT
JUICE
History

Garnier L'Oreal
• Hair care products
• Fructis line
• Skin care products
• Notably the newer Nutritionist line.

Key ingredient is a fruit concentrate


Sells

• Styling products,
. shampoos and conditioners

• Singapore, Australia, Philippines, New


Zealand, UK, USA, India, Malaysia
Introducing Garnier Fruit Juice
 

• Safe and energy ingredients,

• Garnier energy juice

• 100% pure.

• For all ages  


Research
Objectives
• Brand strategy for Garnier organic Fruit juice.
• Customer opinion
• Unique selling Proposition of being purely organic
and fat free. 

Strategy:
• Know about Competitors offering
• Questions were framed to understand the needs
and preferences of the target audience.
• Customize our product as per customers needs.
Methodology: 

 Conducting surveys in the Chennai market


by interviewing and giving out questionnaires.
Branding (quality of the product worth)

1. ISO 9002 quality check


2. Meeting all the environmental standards.
3. The unique taste of the product is the key attraction point
4. High energy content
5. An adequate amount of glucose

Brand personality.

 Miss Genelia is brand ambassador


Creative brief:
About our Product

• The Unique Selling proposition


 
• Two different drinks categories

1. Very tasty and a nutritious drink


2. Body fat
Promise and support from Garnier

1. Reaching the customers needs

2. Maximum purity in substance

3. Delightful new contents.

4. Hygiene and safety

5. 100% eco friendly and easily recyclable materials.


 Competitors --coca-cola and Tropicana
 Launch in Chennai first
 Introductory offer for garnier customers a sample product.
 Promotional offers
 Refreshing experience from tasting our latest fruit juice

Advertising

1. Television
2. radio
3. newspaper.
 

 
The campaigning

 Nationwide product awareness


 All the four metro cities
 Series of posters and banners
 Series of games
 Interactive competition
 There will be lots of goodies from garnier  

Launch in Chennai
 Associates from garnier
 The delegates from the city
 Brand personality Miss Genelia 
 
Story board
SWOT analysis:

 
Strength
1. Purely organic
2. No added colours
3. No added preservatives
4. No harmful substances
5. High energy content
6. No fat content

Weakness
 “Nothing”
 Overpriced than its competitors
Opportunity
1. Healthiness
2. Brand name
3. Refreshment
4. Energy boost.
 
Threat

 Little over priced compared to its competitors.


Competitive analysis
Direct competitors:
 Real

 Tropicana

 Saint

 Tang

 Minute maid

Indirect competitors:
 Pepsi

 Fanta

 Maaza

 Slice

 Frooti

Target audience
Our Target audience is undifferentiated. We target people from the
age group of 5 and above.
Advertising
Objectives:
 Reach the target audience of all ages
 Satisfy our customers
 Create first time sales
 Create repeat exposure and continued sales
 Duration of our campaign - 6months before the launch
 
Branding:
 Using the garnier logo to reach the people faster.
 Brand name will be garnier fruit juice
 Our brand personality would be common models ranging from the age of
5-60
Strategy
 Setting our promotional objectives
 Determining our promotional budget
 Deciding when and were to advertise
 Measuring the effectiveness of our advertising campaign
 Creating awareness of our product
 To convey specific message to our market
 To address our existing customers rather than winning new ones for a start
 
 
Supporting features and benefits
 Healthy life
 Fat free
 Purely organic
 Environment friendly bottles
 Main feature is our juice has FRUIT GRANULES in it, as according to its flavor.
 
Promotional features:
1. Catchy headline
2. Funny crowd pulling teaser
3. “Juice for Yepppiiiiiiiiiii life”- For Normal juice.
4. “Juice for Stubborn Fat”- For Diet juice
5. Sponsoring various events,
6. Supplying the participants with our juice
7. Purchase our juice product on Sunday and get a
8. surprise gift.
9. Collect 10 free labels from the juice and get a free gift.
10. Get one juice and get two more for half the price of
one.
Media planning:
Telecasting of advertising in different mediums like
Television, Radio (during prime times), and Newspapers.
  Various newspapers we have taken:
1. The Hindu

2. Indian Express

3. Deccan Chronicle

4. Times of India

Various Radio Stations:


1. Chennai Live

2. Radio Mirchi

3. Hello Fm

4. Suriyan Fm
The television channels taken are:
1. Sun TV
2. Kalaignar TV
3. Star Movies
4. Vijay TV  
Media scheduling

1. Regular advertising In TV channels


2. radio channels,
3. Advertisement in newspapers. 
4.  

Area
 Target will be focussed on Chennai audience.
 
 
Budget:
Total budget comes to Rs.5, 58, 474/-(approximately)
THANK YOU

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