Effectiveness of above the line(ATL) and below the line (BTL) promotional tools of garnier India

Garnier is a brand that came to India in 1991 and crafted a special place for itself in the Indian market. The brand is a mass market brand from L'Oreal which has a range of global premium personal care brands like Maybelline, Ralph Lauren., Diesel, Vichy etc. Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing. The study is significant to find out the marketing strategies adopted by Garnier, the effect of ATL (Above the line) and BTL (Below the line) on consumer purchasing decisions. Marketing companies use numerous ways of marketing communication, by the help of BTL and ATL tools, but then they also have to decide which form of communication to choose, which will be the most suitable for their target groups. The study covers the area in Ernakulam district, Kerala and the information was collected from 100 college students by conducting a survey among them. It concluded that the students are well aware and exposed to the promotional techniques of Garnier. Advertisements through television are more effective, even though direct selling or personal selling influence the consumers in their purchasing decision, it is the ads through television that play a huge part. Demographic variables like income level, age, gender and education level effect the purchasing decision of consumers.