...Flare Fragrance Company, Inc is of the most successful and the leading producers of Women’s fragrance in U.S. They are also No.4 player in the U.S. Women’s fragrance market. They are only concentrating on the women products like perfumes. Due to recession they are force to face difficulties and challenges in company’s growth. Problem Identification The important problem that faced by the Flare Fragrances Company is its growth rate. In 2007 they have the growth rate of 12%. But compared to 2007 they have only 2% growth rate in 2008. The difficult environment situations are created growth challenge for this company. Another problem facing that they are only best sellers in the mass market only. Their sales are not good in prestige department stores, drugstore chains and other channels including internet also. Alternative Scenarios After the completion of market research by the consulting group, Arlmont Associates giving two options to increase the growth of Flare Fragrance Company, Inc in 2009. First one is increase the effort in drugs store channels and the other one is introduce a new perfume brand Savvy. After considering all factors we can select any one of the following option. • Expansion of business into Drugstores Channels • Launching a New Brand Savvy • Launching a Premium Brand Targeting at Prestige Group Analysis When implement the expansion of drug store channel, there is a chance of damage the relationship...
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...SCIENCES AND MANAGEMENT Platinum Insurance Company’s Marketing Program For Launching a new insurance product “Insure Your Hero” Design a marketing programme for launching a new product of your choice in a mature industry Page | 1 TABLE OF CONTENTS EXECUTIVE SUMMARY .................................................................................................................................. 3 OBJECTIVES OF THIS MARKETING PROGRAM ...................................................................................... 3 PROJECT TEAM ................................................................................................................................................ 4 INTRODUCTION ............................................................................................................................................... 5 SITUATIONAL ANALYSIS .............................................................................................................................. 6 INDUSTRY COMPETITIVE ANALYSIS ........................................................................................................ 7 PORTER’S FIVE FORCES MODEL ................................................................................................................ 8 PORTER’S COMPETITIVE STRATEGIES ................................................................................................. 10 TARGET MARKET............................................................................
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...Clean Edge Razor: Splitting Hairs in Product Positioning 1) What are Paramount’s key strengths and weaknesses? What is its competitive advantage? Strengths * As of 2009 the company’s two products, Paramount Pro and Paramount Avail allowed it to capture the unit volume market leader position with a 23.3% retail unit share. * Paramount was a global consumer product giant with $13billion in worldwide sale and $7 billion in gross profit in 2009 * Paramount is a respected brand in the industry Weakness * The industry market is divided into 3 segments value, moderate and super premium, Paramount only had products for two of the segments. Paramount Avail was a value offering while Paramount Pro was a moderate offering. * Neither of the company’s products had introduced significant technology innovations in the past five years. The company’s main competitive advantage would be the new product Clean Edge. Clinical trials indicated that the product achieved a 25% increase in hair removal versus the other leading non disposable razor brand. The trials also proved that the product had benefits overall skin condition by improving skin tone and skin texture. 2) How is the non-disposable razor market segmented? Explore consumer behavior for non-disposable razors? The industry expert divided the market into three segments based on price and quality: value, moderate and super premium. Product benefits and consumer behavior also play an important role in production...
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...The association with the company’s product is the elegant and luxury lifestyle. The company reached a number 4 player in US fragrance market. It is launched its signature brand «Loveliest» in 1975 and had significant growth(34,9% in total sales) in its shares. During coming years the firm introduced 6 more perfumes all under the label Loveliest: Awash (6,3% of total sales, Summit (22.6%), Essential (16.9%), Swept Away (23.4%) and the most recent Natural (9.1%). The Flare Fragrances with all their perfumes generated 9.5 % of the total 66.6% of the U.S retail market of fragrances. By 2007, 93% of Flare Fragrance come from it’s six lines of fragrances. However, Flare Fragrance has been faced a growth challenge in a difficult economic environment. Decline in Growth Rate was from 12% growth in 2007 to 2% growth in 2008. There are different reasons for a decline in Growth. Firstly, company had underutilized market for young women(18-34 years old). Secondly, increased competition in the market. The company had comparatively low spending on the advertising. Another reason is that Flare Fragrances had relatively low sales in distribution areas. The corporation had to choose one of the strategies proposed by its consulting group in order to remain afloat. CEO of the company, Joelly Patterson, underlines two possible opportunities to her marketing team to evaluate. One of the possibilities of future development includes introducing a new product. It is a fragrance oriented at a...
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...Arguments for launching Clean Edge as a niche product A primary of launching the Clean Edge as a niche product is that the company would incur a lot less cannibalization of its Pro and Avail product lines, which allowed Paramount to capture the unit-volume market-leader position in 2009. Though a cannibalization rate of 35% is expected with the launch of Clean Edge as a niche product, the rate is significantly lower than the 60% expected if Clean Edge was positioned as a mainstream brand. As Rosenberg indicated, a niche positioning strategy would be a better fit to the company’s existing product portfolio. Furthermore, the niche positioning strategy would incur considerably lower marketing expenses than the mainstream positioning strategy. Marketing expenses for the niche positioning strategy is $15 million for the first year and $16 million in the second year. The niche option is much lower compared to the expected marketing expenses for the mainstream option, which would cost $42 million in the first year and $39 million in the second year. A strong quantitative argument could be made for launching Clean Edge as a niche product because it would cost $50 million less in marketing expenses over the course of two years. Moreover, greater advertising expenditures for the mainstream launch may not be justifiable given the fact that the cost of advertising is increasing greater than the rate of retail sales dollars in the super-premium segment. The scenario analysis conducted...
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...rollout of a new product, Sweet Dream, to complement its established frozen specialty dessert, LaTreat. Challenges To find the challenges, I had analyzed the SWOT factors in order to better ascertain whether Paradise did the right thing in order to pursue their goals and the recommendations are based on these factors. Internal External Strengths 1. Using the market data. 2. Positive results from the test markets for Sweet Dreams brand. Weakness 1. Focusing more on LaTreat 2. Senior Management go by gut feeling rather than market research data 3. Not using data to the fullest by the Product Manager 4. Less testing markets used for Sweet Dreams Opportunities 1.Growing markets 2.Use of market research data 3. Launching a fighter brand SO Implications & Scenarios 1). Strengths – Paradise is already using market research data for studying their products performance Opportunity – Paradise has vast information and data available from the market, which can turn the tables towards Paradise products. Its high time that Paradise utilizes this research data optimally and subsequently gain revenue and market share as well as make decisions for the launch of new product Sweet Dreams as fighter brand. The market is growing and it is the right time for the Paradise Foods to focus on launching the new brands. WO Implications & Scenarios 1). Weakness – The senior management at Paradise do not take the insights from the market research seriously...
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...of a giant multinational breakfast food company, which describes a launch decision for a new cereal product. United Cereal (UC) was established in 1910 by Jed Thomas. It was known in the industry, eventually diversified into snack foods, dairy products. Breakfast cereal market was a potential market and there were several major competitors. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry. UC entered European market in 1952 by acquiring an English baked goods company, and then growing it by introducing products from the U.S. line. By 2009, Europe accounted for 20% of UC’s worldwide sales. But at the same time, European market was becoming a complex market to handle. The market varied to a great extent in each of these countries. There were a variety of breakfast traditions and national tastes that differed from each other. So Lora Brill pursue an idea which she referred to as the “Eurobrand” concept that could be adapted for product marketing. Crunch in other European markets with the Eurobrand approach, continuing with Germany and Benelux, as those countries are also in favor of Healthy Berry Crunch. Lora Brill faces a challenge in launching a new product for the European market. Pros of the French Market with Healthy Berry Crunch Healthy Berry Crunch began for Lora, to begin her Eurobrand strategy starting with France where market research had begun under the UC’s principles of centering decisions on the customer’s wants...
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...Abstract This research is to understand thoroughly of how a product can fail and what can be done to avoid this failure in the Fast Moving Consumer Goods Industry. Besides that, literature review of what and how a product should do to maintain its success is done in this research to further understand of the concept of the approach. II. Content Page ________________________________________________________________________ I.Abstract……………………………………………………………………....………...1 1. Introduction………………………………………………………………….………4 1. Objective of Report………………………………………..………...……..…5 2. Literature Reviews…………………………………………..………………...…….6 3.0 Findings……………………………………………………………………………….8 4.0 Analysis…………………………………………………………………….………..11 5.0 Conclusion and Recommendations……………………………………………..…13 III. Appendices…………....................................................................................................14 V. References……………………………………………………………………………15 iii. List of Charts/Figures/etc 1. Introduction Product management is whereby an organization is able to define, develop, deploy and at the same time maintain the organizations’ products and services. These roles are basically to be able to deliver more value as to compare to the organizations’ competitors. Besides that, the product management is able to help build more sustainable competitive advantages...
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...found out that this situation has provided an opportunity to create innovative sources renewable energy. Another reason why they are doing this is because growth in mature markets tends to slow down. Therefore, many global companies are realizing that the ability to serve the needs of the world’s poorest consumers will be critical source of competitive advantage in the near future. These companies see the bottom of the pyramid as a potential market. In fact, they are already developing products and launching products specially designed for this segment. They are segmenting global markets by income and population and targeting millions of poor consumers with innovative products and appropriate positioning strategies. However, they have to understand the importance of skillful global market segmentation and targeting while trying to reach low-income consumers in emerging markets. Rural markets are dispersed and distribution is not well established. One problem is to persuade low-income consumers to change their behaviors by buying new products and integrating them into their lifestyles. These companies have to grasp the value of local research and developing programs in emerging and rural markets. 2. How might an understanding of the characteristics of innovations help marketers succeed in emerging markets? According to Everett Rogers, there are five major characteristics of innovations, which are factors that affect the...
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...the world are trying to get over one another by being distinctive in their field. New product development process is the leverage which eases a company to do so. Consumers are now looking for new innovative products and so they demand to find a way to develop this product more quickly and effectively. Here we are discussing this new product development process according to our company’s view in launching our new product which is ‘Solar Backpack.’ About our company: Our company is renowned for supplying green products with higher quality, style and reliability. The company established in 1998 in London and since we have been continuing our service with and great reputation. In several years we achieved the market leadership in supplying green product to the major UK retailer. Now we have our own outlet established in 2006 in London. Soon, we are going to open more outlets all over UK and our aim is to provide our service in international basis. About our product: The Solar backpack is the first product in backpack line which has an integrated solar charging system retaining all the qualities of a usual backpack. It has more features comparing with a usual backpack as it a smart, effective solar charging module, multiple pockets for electronic devices, adapters and sometimes with removable battery pack for extra power generation. Name of the brand: Eco solar backpack Product Features: Solar Module providing up to 2.5 Watts of power Single 12V charging...
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...Shubham Gupta Research Associates, Inc. 1212 Trace Dr., Suite 3 Austin, Texas 78741 2 Executive Summary Neptune Gourmet Seafood is North America’s third largest producer of seafood offering premium quality products. The latest advancement in trawler technology and government regulation has lead to a situation of excess inventory. The situation is not expected to change in future. The problem is to find a suitable step to increase demand. The options are to offer a 50% price cut or launch a new value priced brand without affecting its existing offering. It’s recommended to launch a new brand. The brand promotion should differentiate between the two brands to prevent cannibalization. This will increase the market size and be a sustainable strategy to the problem. 3 Table of Contents Serial No. Contents Page 1. Situational Analysis 4 2. Problem Statement 5 3. Options 6 4. Criteria 6 5. Evaluation of Option 6 6. Recommendation 8 7. Action Plan 8 4 Situational Analysis Neptune Gourmet Seafood is in the business of selling the best seafood on the Water Planet. With 4% market share, they are North America's third-largest seafood producer. Crossing 820 million in revenue, Neptune had positioned itself as...
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...President of Marketing P.M. “Boy” de Claro because he is in-charge of the introduction of the product to the market. II. Situation Audit * In the mid-1880s, Johnson and Johnson (J&J) was founded in the U.S producing antiseptic bandages for wound care. * As the company grew larger, it started to manufacture baby care, first-aid and hospital supplies, and became the leading manufacturer of the said products. * In 1959, the firm entered in the pharmaceutical industry. * J&J sold its product in over 150 countries and had worldwide sales of $9.75 billion in 1989. * The company’s major product lines are Consumer Products, Pharmaceuticals and Medical Devices and Diagnostics. * Johnson and Johnson is an established company in the Philippines and around the world. Trusted by families in the country, it is known for catering products for babies since 1956. * Most Filipino teens use Johnson’s Baby powder as a skin freshener and as a refill to cosmetic compacts which deviate from the product’s original purpose. * Young female adults put baby powder in a handkerchief or tissue, put the package in their purse, and applies the powder in their face outside home. Inspired by this insight, the marketing team came up with the idea to make compact face powder which is basically Johnson’s Baby Powder with several variations to cater this unique need. * The product aims to target urban teens and young female adults between ages 16-25 from AB and C household...
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...(summarize in a table format and then discuss). Question 4.a. How might United Cereal implement your recommendations? 4.b. What do you think of the Eurobrand Team proposal? 4.c. How can you make the Team work? Introduction The case gives a brief idea about the company’s confusion over a new product launch in Europe. United Cereal was first established in the year 1910 in Kalamazoo, Michigan, It also stepped in to the market of other markets such as beverages, frozen food, and baked food. But the breakfast cereal trend soon set in. And it was very necessary for the company to do a full research before launching a new product. The company had strong values and policies, which it needed for its managers to follow. Breakfast cereal market was a potential market and there was only one major competitor, Kellog. With the growing demand of the ready to eat cereals, the company was now in a highly competitive industry. To develop a new brand, was both expensive and time taking. The company had now stepped into European market after 30 years in the business. It first acquired the local market distribution, and then grew it by introducing American products. European market was becoming a complex market to handle. The...
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...fruit products. PFL sells to retailers and food service outlets. PFL is also involved in a small amount of export. Recently PFL won a contract to provide one of its product lines to Petrol and convenience channel. The industry is the Australian Frozen Food industry. Core activities are not discussed in the case study. It can be assumed core activities are Raw Materials -> Processing -> Product -> Distribution Product segments are Savoury, Dessert and fruit products. b) No information about industry life cycle. c) No information about TEMPLES factors affecting the historical growth d) No information about TEMPLES factors affecting the future industry growth e) No information about historical industry profitability f) No information about future industry profitability g) No information given about the competitors h) Stakeholders Rijs family members in board Managing Director Employees Major supermarkets ------------------------------------------------- Foodservice outlets Key Strategic issues ------------------------------------------------- No information Strategic options Patties win contract to sell pies at BP sites Market Penetration – Existing products into new market Patties will be launching their successful product range from Four’N Twenty and Herbert Adams at convenience reliance petrol stations exclusively. This will be considered market penetration due to the strategy of selling existing products in a new market...
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...over the world are trying to get over one another by being distinctive in their field. New product development process is the leverage which eases a company to do so. Consumers are now looking for new innovative products and so they demand to find a way to develop this product more quickly and effectively. Here we are discussing this new product development process according to our company’s view in launching our new product which is ‘Solar Backpack.’ About our company: Our company is renowned for supplying green products with higher quality, style and reliability. The company established in 1998 in London and since we have been continuing our service with and great reputation. In several years we achieved the market leadership in supplying green product to the major UK retailer. Now we have our own outlet established in 2006 in London. Soon, we are going to open more outlets all over UK and our aim is to provide our service in international basis. About our product: The Solar backpack is the first product in backpack line which has an integrated solar charging system retaining all the qualities of a usual backpack. It has more features comparing with a usual backpack as it a smart, effective solar charging module, multiple pockets for electronic devices, adapters and sometimes with removable battery pack for extra power generation. Name of the brand: Eco solar backpack Product Features: Solar Module providing up to 2.5 Watts of power Single 12V charging outlet...
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