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Complete Case details are given below :
Case Name : Flare Fragrances Company, Inc: Analyzing Growth Opportunities (Brief Case)
Authors : John A. Quelch, Lisa D. Donovan
Discipline : Marketing
Case Length : 11 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Flare Fragrances, a manufacturer of perfumes for women, faces 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 other scents; the other involves deepening Flare's penetration into the drugstore channel. In Patterson's view, the firm can pursue the first opportunity, the second, or both -- but it must do something . In helping Patterson to assess the opportunities, the marketing team must consider a wide range of factors, including brand management, consumer demographics, and positioning and pricing issues. The case requires students to complete a quantitative assignment as part of case analysis.Key topics include product line management, product positioning, and new product launch.
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