Ishmam Shafi

Sameen Alam

Fahim Islam Shetab

70’s
Rahnuma Ahsan
 Company OVERVIEW
PARFUMS CACHEREL DE
L’OREAL GOES AGAINST
APPEALS TO MIDDLE
CLASS
CLASS SEGMENT
SEGREGATIONS

FOCUSES ON YOUTHFUL
REBELLIOUSNESS AND
FEMININITY
 SWOT ANALYSIS
Strengths Weaknesses
1. RECOURCES OF THE 1. ESTRANGED FROM
PARENT CORE VALUES.
2. PRESENCE IN THE 2. LOSING RELEVANCE
MARKET 3. UNIMAGINATIVE
3. ONGOING SALES OF MARKETING
LEGACY PRODUCTS

Opportunities Threats
1. NEW DECADE ,NEW 1. UNISEX PRODUCTS
TREND. (CK ONE)
2. NEW MARKETS 2. FAILED REACTIVE
(MID-CLASS, PRODUCTS
YOUTH) 3. CHANGING
CONSUMER TREND
 PORTER’S

Bargaining Power of Suppliers Substitute Products

NO DRASTIC CHANGES CK ONE, Celebrity Endorsed
Brands, Deodorants
Competitive
Rivalry

Bargaining Power of Customers Threat of New Entrants

MORE OPTIONS WITH MORE UNISEX PRODUCTS,
GREATER TREND RELEVANCE MORE CELEBRITY NAMED
BRANDS
 Problems and symptoms

SYMPTOMS:
1. FALLING SALES
2. UNIMAGINATIVE MARKETING
3. FAILED REACTIVE PRODUCTS

LOSING BRAND IDENTITY DUE

MATURITY CRISIS
 Alternatives

INTROSPECTION REBRANDING RELAUNCHING INNOVATION

RECOGNIZING THEIR REVITILIZING THE RELAUNCHING LAUNCHING A NEW

CORE VALUES AND IMAGE OF CACHEREL REVIVED VERSIONS PRODUCT TO
COMMUNICATING OF LEGACY REFLECT NEW
PRODUCTS PARFUM CACHEREL
RELAUNCH AND
INNOVATE
 TIMELINE

LAUNCH MYSTERY AD DEVELOP AND

CAMPAIGN LAUNCH NEW
PRODUCT

DISCONTINUE EDEN EVALUATE.

RELAUNCH LEGACY
LOULOU BLUE AND PRODUCTS
CHEAP MARKETING
TACTICS
 Monitor and evaluation

SUNK COST
SUNK COSTS OF CURRENT SALES EVALUATION
DISCONTINUED PRODUCTS EVALUATE SALES OF CURRENT
PRODUCTS DUE TO AD
CAMPAIGN

MARKETING EXPENSE FOR LAUNCH MONITOR SALES

AND RND FOR NEW PRODUCT MONITOR SALES OF NEW
LAUNCHES BY SETTING
DISCRETE KPIs
 CONTINGENCIES

1. Discontinue relaunched products if they

fail

2. Double up on Celebrity Endorsements

( New Product)
THANK YOU!