College presentation for a casestudy based on the Brand Flare and launch strategy for Savvy.

1. Pratikshya Mishra
founder@powepointguard

15. 5.70 Billion $
Women
Percentage
15.6
Men
12.3
11.5
9.5
33%
67%
3.8 Billion $
Depuis
Suzanne Aromatique
Weba
Flare

16. (From Exhibit 1)

17. (From Exhibit 1)

18. Dominance in sales of fragrances through mass channels.
(From Exhibit 1)

19. % of Total Flare Sales
2%
Mass Market
24%
4%
Drug Stores
70%
Department
Store/Prestige
Other Channels
(From Exhibit 1)

20. Flare Share of Channel
Mass Market
23%
77%
Flare
Others
(From Exhibit 1)

21. Flare Share of Channel
Mass Market
Mass
Market
Department
Drug
Other
Stores/
Stores
Prestige Channels
23%
77%
76.9
97.4
94.3
98.2
2.6
Flares
5.7
1.8
23.1
Flare
Others
Others
(From Exhibit 1)

22. Dominance in sales of fragrances through mass channels.
Power of „Loveliest‟ as a strong umbrella brand.

23. 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.

24. 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.

26. Sales of Flare doesn‟t mirror the overall market in
prestige/department stores, drugstore chains and
internet.

27. Mass
Market
Department
Drug
Other
Stores/
Stores
Prestige Channels
76.9
97.4
94.3
98.2
2.6
Flares
5.7
1.8
23.1
Others
(From Exhibit 1)

28. Sales of Flare doesn‟t mirror the overall market in
prestige/department stores, drugstore chains and
internet.
Brand appeal majorly to 34+ women.

29. 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.

33. N/A

34. Mass market evolution
as consumer traffic
grows in these stores.
N/A
They overhaul beauty
departments by
stocking trendier
fragrances and
employing beauty
consultants.

35. Possibility of dilution of the „Loveliest‟ brand image.

36. Possibility of dilution of the „Loveliest‟ brand image.
Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.

37. 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)

38. 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.

44. Diversification of product portfolio.

45. Diversification of product portfolio.
Loveliest
Natural
Summit
Flare
Awash
Essential
Swept
Away

46. Diversification of product portfolio.
Loveliest
Natural
Summit
Flare
Awash
Essential
Swept
Away

47. Savvy?
Diversification of product portfolio.
Loveliest
Natural
Summit
Flare
Awash
Essential
Swept
Away

48. Savvy?
Diversification of product portfolio.
Loveliest
Increases the age bracket of
Flare.
Natural
Summit
Flare
Awash
Essential
Swept
Away

49. Savvy?
Diversification of product portfolio.
Loveliest
Increases the age bracket of
Flare.
Natural
Opens up possibilities of
vertical expansion.
Summit
Flare
Awash
Essential
Swept
Away

50. Savvy?
Diversification of product portfolio.
Loveliest
Increases the age bracket of
Flare.
Natural
Opens up possibilities of
vertical expansion.
Summit
Flare
Better utilization of channels
Awash
Essential
Swept
Away

51. Savvy?
Diversification of product portfolio.
Loveliest
Increases the bracket of Flare.
Opens up possibilities of
vertical expansion.
Natural
Flare
Better utilization of channels
Prevents stagnation of the
brand.
Summit
Awash
Essential
Swept
Away

52. 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.

53. Will increase cost.
Minimum Plan
Mild Plan
2006
2007
2008
2009
(predicted)
Hell Yeah Plan

54. Will increase cost.
Minimum Plan
Mild Plan
2006
2007
2008
2009
(predicted)
Hell Yeah Plan

55. Will increase cost.
Minimum Plan
Mild Plan
2006
2007
2008
2009
(predicted)
Hell Yeah Plan

56. Will increase cost.
Minimum Plan
Mild Plan
2006
2007
2008
2009
(predicted)
Hell Yeah Plan

57. Will increase cost.
May dilute the brand image of Loveliest leading to loss of
faithful and loyal customers.

58. 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.

59. SAV V Y

60. SAV V Y

62. SAV V Y

63. SAV V Y
WHY?
“Because brands that
don‟t evolve with
time, eventually die!”

65. Prefers luxury brands
Heavy user
Loyal to signature scents
Familiar with Loveliest

66. Chic, Brand oriented
Mindful of prestige and image
Elegance and exclusivity
Belief in word of mouth
Ready to try out new products
and scents.
Prefers luxury brands
Heavy user
Loyal to signature scents
Familiar with Loveliest

67. Loveliest

68. Loveliest
Awash

69. Loveliest
Awash
Swept away

70. Loveliest
Awash
Swept away
Essential

71. Loveliest
Awash
Swept away
Essential
Summit

72. Loveliest
Awash
Swept away
Essential
Summit
Natural

73. Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business

74. Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Smart, Ambitious,
Starting to climb the
corporate ladder.
Erstwhile user of Marc
and Jacobs

75. 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

76. Savvy User

77. Loveliest
Awash
Swept away
Essential
Summit
Natural
Savvy

78. Natural, Essential

79. Natural, Essential
Swept away, Awash

80. Natural, Essential
Swept away, Awash
Loveliest

81. Natural, Essential
Swept away, Awash
Loveliest
Summit

82. Natural, Essential
Swept away, Awash
Loveliest
Summit
Savvy

83. Natural, Essential
Swept away, Awash
Loveliest
Summit
Savvy
Savvy X

84. SAV V Y
Dulcet

85. SAV V Y
We should go ahead with the Savvy plan.
And pre-pone the release.
Dulcet

86. SAV V Y
WHY?
“Offence is the best
Defence!”
Duclet

87. SAV V Y

88. SAV V Y

89. SAV V Y

90. SAV V Y
No protection from umbrella
brand name
PROS
CONS

91. SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
PROS
No protection from umbrella
brand name
CONS

92. SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
PROS
No protection from umbrella
brand name
Added expenditure
CONS

93. SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales
PROS
No protection from umbrella
brand name
Added expenditure
CONS

94. SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales
PROS
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
CONS

95. 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
PROS
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
CONS

96. 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
PROS
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize
CONS

97. 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
PROS
No protection from umbrella
brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize
CONS

98. SAV V Y
Increase audience without any
baggage of the Loveliest
branding.
No protection from umbrella
brand name
Opportunity for expansion in
future, increase in sales
Added expenditure
Huge market open for the taking
Cost of Failure extremely high
Parent company provides
credibility and aspirational value
Duclet will give tough
competition, market will take
time to stabilize
Opportunity to break away from
association with only old people.
PROS
CONS

99. SAV V Y

100. SAV V Y

101. SAV V Y
WHY?
“Because no guts, no
glory!”