Basic Principles of Marketing

Marketing Basic Principles – Assessment 2

Two methods of market research which I will use to investigate Garnier moisturisers are Customer Satisfaction and How Important is Price.

How Important is Price?

Garnier needs to approach the current competition which are brands such as Nivea, Olay and Simple, enabling them to price their products. Garnier has decided to keep a value added policy which is adapting on a product by adding features that their competitors don’t have and that customers will pay more for. This method not only increases sales but aims to make customers loyal as Garnier is offering different products that customers can’t find anywhere else.

Garnier looks at possible sources of information online and researches company’s reports to find data on their pricing range, in order for them to agree on a suitable price for their products. This strategy Garnier uses is known as desk research.

The chart below shows the variation of prices between well-known brands. Garnier is a drugstore brand so it tends to keep its prices affordable but still a bit pricey so that customers believe it to be good quality and not one of those cheap products.

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Customer Satisfaction

Garnier is a mass market cosmetics brand it produces hair care and skin care products. They try to give their customers skincare solutions that maintain the lasting health and liveliness of their skin. Currently Garnier’s mission statement is “Your skin is a reflection of your inner vitality. For your skin to be the best it can be, it needs natural nutrients to stimulate cellular activity and to protect against external aggressors. Garnier always gives preference to active natural ingredients which perform for the skin's maximum benefit.”

This statement inspires customers, making them believe that Garnier actually wants to help and do what’s best for its customers and their skin. Garnier gives that opportunity to listen to its costumer’s feedback and improve on it. For e.g. they collect information about how their customers liked a product either asking customers to fill out questionnaires, surveys or to write a review (*see appendix 1 for examples of customer reviews) about the product once they have purchased and used it. This type of research is field research where Garnier is gathering new responses each time when selling a product, finding out what customers loved and hated about the product and making it better.

Satisfaction Survey

I have created a survey for my selected product Garnier Moisturisers with related questions to help find information on how customers feel about Garnier and its pricing range, (*see appendix 2 for questionnaires). A variety of customers were asked but overall mostly women have used Garnier moisturisers, aged 18 to 34 years old. The findings were that Garnier moisturisers are good quality skin care products that are at an affordable price and most customers would pay around £7 to £12. Many of the women’s opinions were positive and were very likely to buy Garnier moisturisers again.