Flare Fragrance Company originated in 1955 as a small manufacturer of women’s perfumes and is now the fourth largest player in the women’s fragrances market. Their most popular brand, Loveliest, was created in 1975 and has been the company's sole focus for some time. Flare launched its next brand, Awash, in 1996 and have released a new brand every two to three years, six in total. Each of these brands has been released under the Loveliest brand name. 93% of all sales for Flare Fragrances come from the sales of these six brands, the other 7% come from the sales of scented products based on the individual fragrances. These products include things like soaps and shower gels and are sold only through department store channels or sold as part of a gift set. Flare Fragrances greatest strength is the sale of prestige products through the mass markets. The U.S. consumer population spent $5.7 billion in 2007 on all fragrances for both men and women. $3.8 billion of this total was generated from the sale of women’s fragrances, consisting of 66.6% of the market. Flare Fragrances managed to generate 9.5% of this total behind three other companies, Depuls, Suzanne, and Aromatique, all with market shares ranging from 11.5% to 15.6%. Flare is projected to have a .5% gain in market share in 2008, which is respectable considering the 3% overall decrease the market is experiencing. Flare has sold its products in high-end and mid-tier department stores for decades. In the late 1970’s they moved into privately owned pharmacies and in the 1980’s they moved into mass markets including discount stores like J.C. Penney, Target, and Wal Mart. Flare has since become a prominent player in the discount department store arena. Their major brand Loveliest... ... middle of paper ... ... to separate itself is by expanding the product to not only women but men as well enabling them to move towards capturing part of the 33% of the market in which Flare doe not currently compete in potentially resulting in higher sales, revenues and ultimately larger profits. In conclusion by creating an entire new brand around the “SAVVY” name the company will be expanding into new territory in which it has the knowledge and assets to compete in and ultimately dominate just as they do with the Loveliest brand of products that consumers have grown to love. The expansion into mass markets,a new demographic and new products along with targeting men give Flare the potential to make a move from number four in the business with 9.5% to becoming number one in rising above its number one competitor “Aromatique” who has obtained 15.6% of the overall market. Are you “SAVVY?”
Challenges the company may face are the risk of being eliminated by more experienced, better marketed competitors, low demand for its merchandise, and expensive marketing and distribution. Known that Signet Group, Tiffany & Company, and Zales Corporation occupy the majority of the American market, Foxy Originals must establish its brand on the strength of its superior designs and lower price tags. Various Canadian customers have supported Foxy Originals due to their pride in Canadian products. But the US market purchase products exclusively according to fashion trends. In addition to the challenge, initial market examination suggests 50% of Foxy Originals’ designs do not charm to American consumers. Half the stock’s inadequate appeal, marketing and distribution budgets related with forming the brand, obtaining shelf space, reaching-out to buyers, and attaining market share could prove too much for Foxy Originals to manage and succeed
Along with this innovation of trying to drive sales, the Popular Club began to find its brand image. The company’s focus was leisurewear for upper-middleclass customers, seeking the Ralph Lauren look at a much lower price. The company’s merchandise style was a combination of Ralph Lauren, on the high end, and the Limited, on the lower end. Popular Club wanted to signify a “preppy spirit,” in doing so they renamed the operation J.Crew. In January 1983, the company mailed its first catalog to its customers (http://www.fundinguniverse.com/company-histories/j-crew-group-inc-history/). This will be the beginning of a thriving company.
Offering special products is marked under strengths and opportunity; however, long term sustainability must ease the weaknesses and threats posed by competitors and external markets forces. However, they are several other strengths of this company that outweigh the weaknesses but can easily be threatened. Lululemon has a great brand equity and knowledge in the market which has helped them development a customer loyalty. While Lululemon’s strengths is challenging, limiting their products to a special market, with higher than normal prices opens the markets for competitors. Lululemon has several weaknesses, they only offer a specialty product and it mostly aimed to attract woman. The company’s profitability has decreased over the recent years, showing the necessity for Lululemon to sustain its economic growth through product diversification and geographical expansion. Many of their competitors have grown, mostly likely due to their global growth and divarication. If Lululemon would expand their market growth this would open up so much more opportunity for this company to grow. One of their weaknesses is there is the dependence on suppliers. This opens a great opportunity for Lululemon, right now they are heavily relying on suppliers around the world and they do not have their own manufacturing facilities. This is causing the company to spend more money of vendors to
The Victoria’s Secret PINK collection was introduced as a sub-brand of Victoria’s Secret in 2004, offering less-racy products such as sweatshirts, hoodies, workout apparel, and school bags. PINK was developed to target college-aged young women from the ages of 15-22, with the intention to transition these buyers to shopping the Very sexy, Angels, and Body by Victoria product lines. Today, Victoria’s Secret PINK is recognized as a top lifestyle brand for young women. The aesthetic and characteristics of the brand is what drives PINK shoppers into becoming loyal Victoria’s Secret buyers.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308).
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Polo Ralph Lauren the brand has become one of successful brand in America and across the world, as a well-known player in the design and lifestyle industry, under bender Polo Ralph Lauren collection of product range from reasonably inexpensive to expensive brand in men’s, women’s and children wear, accessories, perfumes and home furnishings. Widely seen as the number one brand that symbolize the American Style, Polo Ralph Lauren has implemented to its marketing strategy, which has leaded they to become a strong brand equity since being set up. Also, the brand has been selling its goods internationally, while it has kept up with its 45 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. Ralph is a truly inspired and continuously aspiring designer. (Garvin, 2008)
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
After studying the cosmetic market we can identify a series of needs in this market:
PRL USA Holdings, Inc. is the owner and licensor of Polo Ralph Lauren corporation trademarks which include the polo player logo, the term “POLO”, and other words, names and symbols that relate to PRL’s fragrances and other products. Since 1984, many trademark infringement cases have been brought to the court concerning the U.S. Polo Association, Inc. also known as the “USPA” in regards to their infringement of PRLs trademarks. The USPA is also the association for the sport of polo in the USA since 1890.Even though these two companies ha...
Analysis of the “Dollar Shares” table combined with the “Moisturizer Units Sold” table (on page 309) shows that Plenitude actually leads in the “treatment” category. On the other hand, they are only third when it comes to the “daily” category (see appendix). This all contributes to the fact that Plenitude does not have the mass-market appeal which it needed for the “class of the mass” strategy to work. People viewed L’Oreal as a high-end, a step-up, more expensive and only for older women.
Due to the fact that changing times imply as well a change of society and its changing wants and needs, companies have to be aware that a brand’s position should be adapted to a newly developed lifestyle. “All brands need to be revital-ized on a regular basis in order for them to be kept fresh, vital, and relevant to the contemporary market.” (Keller/Sterthal/Tybout 2002, p. 86).
The shifting of the consumer’s taste of simple products to high quality branded products is not sudden. It grew out in the middle of the 20th century and the companies selling various products needed a new way to differentiate their products from the others giving it a unique identity.
We want to amaze the world with our natural ingredients, unique scents and exquisite designs and packaging and attract more customers.