flare case study - savvy
DESCRIPTION
College presentation for a casestudy based on the Brand Flare and launch strategy for Savvy.TRANSCRIPT
Pratikshya Mishra
founder@powepointguard
67%
33%
Women
Men
3.8 Billion $
5.70 Billion $
15.6
12.311.5
9.5
Depuis Suzanne Weba
Aromatique Flare
Percentage
(From Exhibit 1)
(From Exhibit 1)
Dominance in sales of fragrances through mass channels.
(From Exhibit 1)
70%4%
24%
2%
% of Total Flare Sales
Mass Market
Drug Stores
Department Store/Prestige
Other Channels
(From Exhibit 1)
(From Exhibit 1)
23%
77%
Flare Share of ChannelMass Market
Flare
Others
23%
77%
Flare Share of ChannelMass Market
Flare
Others
23.12.6 5.7 1.8
76.997.4 94.3 98.2
Flares Others
Mass Market
OtherChannels
Department Stores/Prestige
DrugStores
(From Exhibit 1)
Dominance in sales of fragrances through mass channels.
Power of „Loveliest‟ as a strong umbrella brand.
Dominance in sales of fragrances through mass channels.
Power of „Loveliest‟ as a strong umbrella brand.
All the fragrances launched by Flare are under the
brand name loveliest.
The brand „Loveliest‟ has the larger share of the annual
ad and promotions budget – roughly 70-80%.
“You are the love in Loveliest” theme in use since 1995.
Dominance is sales of fragrances through mass channels.
Power of „Loveliest‟ as a strong umbrella brand.
Has a strong and loyal customer base among 34-65 aged
successful women.
Sales of Flare doesn‟t mirror the overall market in
prestige/department stores, drugstore chains and
internet.
23.12.6 5.7 1.8
76.997.4 94.3 98.2
Flares Others
Mass Market
OtherChannels
Department Stores/Prestige
DrugStores
(From Exhibit 1)
Sales of Flare doesn‟t mirror the overall market in
prestige/department stores, drugstore chains and
internet.
Brand appeal majorly to 34+ women.
Sales of Flare doesn‟t mirror the overall market in
prestige/department stores, drugstore chains and
internet.
Brand appeal majorly to 34+ women.
Relatively low ad spends, old promotional themes and
heavily skewed allocations in favour of umbrella brand.
N/A
N/A
Mass market evolution
as consumer traffic
grows in these stores.
They overhaul beauty
departments by
stocking trendier
fragrances and
employing beauty
consultants.
Possibility of dilution of the „Loveliest‟ brand image.
Possibility of dilution of the „Loveliest‟ brand image.
Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.
Possibility of dilution of the „Loveliest‟ brand image.
Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.
Just over 20% people admit to buying fragrances from
drugstores. (Exhibit 5)
Possibility of dilution of the „Loveliest‟ brand image.
Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.
Just over 20% people admit to buying fragrances from
drugstores. (Exhibit 5)
Drugstores typically want sell only Flare‟s highest
turnover items.
Diversification of product portfolio.
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Savvy?
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Savvy?
Increases the age bracket of
Flare.
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Savvy?
Increases the age bracket of
Flare.
Opens up possibilities of
vertical expansion.
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Savvy?
Increases the age bracket of
Flare.
Opens up possibilities of
vertical expansion.
Better utilization of channels
Diversification of product portfolio.
Flare
Loveliest
Summit
Essential
Swept Away
Awash
Natural
Savvy?
Increases the bracket of Flare.
Opens up possibilities of
vertical expansion.
Better utilization of channels
Prevents stagnation of the
brand.
Diversification of product portfolio.
Addition of a new product/brand after two years.
Infusion of much needed cash in the
ad budget.
Keeps the brand relevant.
Will boost the sales.
Will increase cost.
2006 2007 2008 2009 (predicted)
Minimum Plan
Mild Plan
Hell Yeah Plan
Will increase cost.
2006 2007 2008 2009 (predicted)
Minimum Plan
Mild Plan
Hell Yeah Plan
Will increase cost.
2006 2007 2008 2009 (predicted)
Minimum Plan
Mild Plan
Hell Yeah Plan
Will increase cost.
2006 2007 2008 2009 (predicted)
Minimum Plan
Mild Plan
Hell Yeah Plan
Will increase cost.
May dilute the brand image of Loveliest leading to loss of
faithful and loyal customers.
Will increase cost.
May dilute the brand image of Loveliest leading to loss of
faithful and loyal customers.
If the launch fails, Flare‟s position in the segment will be
hard to gain back.
SAV V Y
SAV V Y
SAV V Y
SAV V Y
WHY?
“Because brands that
don‟t evolve with
time, eventually die!”
Prefers luxury brands
Heavy user
Loyal to signature scents
Familiar with Loveliest
Prefers luxury brands
Heavy user
Loyal to signature scents
Familiar with Loveliest
Chic, Brand oriented
Mindful of prestige and image
Elegance and exclusivity
Belief in word of mouth
Ready to try out new products
and scents.
Loveliest
Awash
Loveliest
Swept away
Awash
Loveliest
Swept away
Awash
Essential
Loveliest
Swept away
Awash
Essential
Loveliest
Summit
Natural
Swept away
Awash
Essential
Loveliest
Summit
Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Smart, Ambitious,
Starting to climb the
corporate ladder.
Erstwhile user of Marc
and Jacobs
Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Smart, Ambitious,
Starting to climb the
corporate ladder.
Erstwhile user of Marc
and Jacobs
Wants to change to
something that spells
young professional
Savvy User
Natural
Swept away
Awash
Essential
Loveliest
Summit
Savvy
Natural, Essential
Natural, Essential
Swept away, Awash
Loveliest
Natural, Essential
Swept away, Awash
Natural, Essential
Swept away, Awash
Loveliest
Summit
Natural, Essential
Swept away, Awash
Loveliest
Savvy
Summit
Loveliest
Savvy
Savvy X
Natural, Essential
Swept away, Awash
Summit
SAV V Y Dulcet
SAV V Y Dulcet
We should go ahead with the Savvy plan.
And pre-pone the release.
SAV V Y Duclet
WHY?
“Offence is the best
Defence!”
SAV V Y
SAV V Y
SAV V Y
SAV V Y
No protection from umbrella
brand name
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
No protection from umbrella
brand name
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
No protection from umbrella
brand name
Added expenditure
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales
No protection from umbrella
brand name
Added expenditure
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future increase in sales
Huge market open for the taking
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
PROS CONS
SAV V Y
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future increase in sales
Huge market open for the taking
PROS CONS
SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future, increase in sales
Huge market open for the taking,
Parent company provides
credibility and aspirational value
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize
PROS CONS
SAV V Y
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
Duclet will give tough
competition, market will take
time to stabilize
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future, increase in sales
Huge market open for the taking
Parent company provides
credibility and aspirational value
Opportunity to break away from
association with only old people.
PROS CONS
SAV V Y
SAV V Y
SAV V Y
WHY?
“Because no guts, no
glory!”