Essay About Clothing Brand And Timing Of The Product Launch

Cacharel Perfumes
Essay Preview: Cacharel Perfumes
Report this essay
Parfums CacharelCompany HistoryFounded as a clothing brand in 1962In 1975 L’Oreal group acquired the fragrance brand of Cacharel as got separated as Parfums CacherelInitial Plan: To design, package and sell products which could sit along side luxury brands but which were accessibly priced and distributed through traditional channelsAnais AnaisAnais Anais : First perfume launched in 1978- fresh floral frangrance- tender and sexyFocus on packaging – Opaque bottle with an original and eye catching designDistinctive Advertising:  First companies to use television to launch perfume brandPricing and distribution: 30% below the classic brands, Initially distributed through to mid range outlets and moved to department stores and specialist storesBecame the leading perfume in EuropeLoulouLaunched in 1987Combined tenderness with seductionJazzy and energetic but still retained certain sophisticated charmPackaging focused on mixed innocence and sensualityPricing: Priced higher than Anais Anais but 20-25 % lower than the luxury brandsFocus on advertisingBy the end of 1980s became the market leaderEden and CK one ChallengeIn 1994 CK One was the first Clavin Klein productFeatured uninhibited models oblivious to the world and engaged in many activities from huddling to gyratingGlobal sales grew by 1000% in 1994-1998 periodEden: Launched in 1998, launched as “forbidden fragrance” – Connotations of eroticismPricing: Highers prices compared to previous productsAdvertising : Focus on couples involved in mating ritualsDecline : 1994-97Slow decline in salesCompany responded to this through the promotional route Gift products to generate interest like bath towels and other support itemsThese activities pushed the costs too high and to cover this media spending was reducedBrand Identity started to looseCase ProblemBrand identity of Cacheral is not established and marketing mix has not been effectively carried out to communicate the sameOther issues:Fundamental problem : Branding MistakeOther Problems: Timing of the product launch, lack of funds for promotion, focus on the competition rather than the customerRecommendationThanks ☺