Comunicación Social y Periodismo · 2024

Diseño de una propuesta de comunicación en la ruta de sostenibilidad en trade marketing: un reto para Garnier

Consumer perception and brand positioning are key factors in their sustainability. For this reason, an applied research project was conducted in which, through a case study, an analysis was made of the strategies carried out by the trade marketing team of the Garnier brand from its Green Swtich campaign. This brand is recognized for its commitment to the environment and its leadership in green beauty. However, the inadequate waste management of trade campaigns presents a crucial challenge to its corporate reputation. In order to reinforce Garnier's position, the main objective of the study was to design a strategic communication plan that reinforces Garnier's position as a leader in environmental responsibility based on the brand's strategic alliances such as the Green Joint Business Plan. A documentary analysis was carried out that allowed the study of basic aspects of the beauty industry, the L'Oréal group and the Garnier brand. It also made it possible to understand its historical, social and economic context. Subsequently, based on a search of academic databases, it was possible to understand the study categories: corporate responsibility, corporate reputation and green consumer, which were defined as conceptual support for the proposal. Based on this review and understanding of the dynamics of the company, a diagnosis of the internal variables of Garnier was made within the campaign Green Swtich in order to have a complete picture that would allow the strategic communication plan to be developed.