rP os t 4550 MAY 5‚ 2010 JOHN A. QUELCH LISA D. DONOVAN op yo Flare Fragrances Company‚ Inc.: Analyzing Growth Opportunities It was early December 2008‚ time for Flare Fragrances Co. to launch its final analysis of 2009 strategic initiatives‚ and the group of 10 sales and marketing employees in the main Flare conference room could see by the look on her face that CEO Joely Patterson was determined to make 2009 better than 2008 had been. The economic crisis had taken its toll
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Background Founded in 1955‚ as a small manufacturer of women’s fragrance‚ Flare has grown into the No. 4 player in the U.S. women’s fragrance market. Introduced in 1975‚ the brand Loveliest is one of its strongest thus far. Faced with a growth challenge in a difficult economic environment‚ CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent and possibly separating it from the trusty "umbrella brand" that comprises Flare’s
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Flare Fragrances Company‚ Inc . Final Authentic Assessment Analyzing Growth Opportunities MRKT 495 Flare Fragrances Company‚ Inc . Final Authentic Assessment Analyzing Growth Opportunities MRKT 495 TABLE OF CONTENTS SUBJECT PAGE(S) History 1-2 Executive Summary 2-3 Statement of challenge 3 Evidence Supporting the Challenge 3-4 Analysis of Current Situation 5-6 SWOT Conclusion 6 Competitive Analysis Conclusion 6-7
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Analyzing Flare Fragrances Co.‚ Inc. Joseph J Fortunato CR 504 Marketing Management May‚ 31‚ 2011 About Flare Fragrances: Flare Fragrances Company‚ a small women’s perfume manufacturer‚ was started in 1955. Since inception‚ Flare has grown to be the #4 player in the U.S. women’s fragrance market. For 2008 EOY estimates were $221 million dollars up 2% over 2007 sales. In 1975 Flare introduced the brand “Loveliest” which was their sole focus until 1996 when they introduced
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plan isprepared for the case study of Flare Fragrance Inc which operates in the U.S women fragrance market‚ currently its growth to maturity stage.External analysis has identified political‚ economical‚ social‚ technological and naturalfactors affecting the fragrance market. Most significant being declining U.S fragrance market and trend of tradingof luxury brands to mass alternative‚ post 2008 financial crisis.Industry analysis identified the U.S fragrance industryto be low in attractiveness. Critical
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Flare Fragrances Company‚ Inc. Britt Miller Rebecca Orsher Allie Steinle 12/07/2010 Executive Summary • Flare Fragrances has experienced declining sales growth • CEO set goal to increase incremental revenue by at least $7.5M and reverse declining sales trend • Conducted two SWOT analyses to determine best strategy – Emphasize Natural and increase drugstore presence • Developed advertising budget and implementation plan Flare Fragrances Agenda • SWOT – Savvy launch • SWOT – Natural
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Table of contents Page 1 Situation analysis / Problem statement 2 2 Introduction – Flare Fragrance (Company Background) 2 3 SWOT Analysis 3 4 Objectives and Financial Analysis 5 5 Marketing MIX 7 6 Recommendations and Implementation 9 7 Conclusion 11 8 References 12 1. Situation analysis / Problem statement Flare Fragrance is facing in declining of growth rate in 2008 where the CFO estimated year-end
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SITUATION Flare Fragrances Company was started in 1955. It’s a small women’s perfume manufacturer. By 2008 it’s taken up # 4 positions in the women’s fragrance market in the USA. By the year 2008 flare’s estimated factory sales was in the tune of $221 million dollars. The CEO Joely Patterson wants to have new strategic initiative for the year 2009. There are two potential options: increase the efforts in drug store channel or introduce a new perfume brand. ANALYSIS OF THE SITUATION Market research
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Flare systems in refineries and chemical plants are used to burn off flammable gases and hydrocarbons in plant upsets‚ shutdowns and start-ups. Flares allow for the safe‚ effective disposal of gases and liquids‚ by acting as relief devices when a plant must quickly dispose of product within its system to prevent over pressurization and potential explosions. Flares are used extensively in the hydro-carbon and petrochemical industries as a way to achieve safe and reliable vapor release. Governmental
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Subject: Flare Fragrance Recommendation Background: Flare was founded in 1955 as a small manufacturer of women’s fragrances. Over a period of time‚ Flare has dominated the fragrance market‚ generating 9.5% of the total women’s fragrance market and had grown in to a No. 4 player in the U.S women’s fragrances market. Flare has released 6 brands in the market namely Loveliest‚ Awash‚ Summit‚ Essential‚ Swept Away and Natural. Economic crisis has impacted Flare’s market share. Sales in 2007 were
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