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  • May 2010
  • Case
  • HBS Case Collection

Flare Fragrances Company, Inc: Analyzing Growth Opportunities

By: John A. Quelch and Lisa D. Donovan
  • Format:Print
  • | Language:English
  • | Pages:11
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Abstract

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.

Keywords

Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Product Launch; Segmentation; Growth and Development Strategy; Consumer Products Industry

Citation

Quelch, John A., and Lisa D. Donovan. "Flare Fragrances Company, Inc: Analyzing Growth Opportunities." Harvard Business School Brief Case 104-550, May 2010.
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About The Author

John A. Quelch

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Related Work

    • May 2010
    • Faculty Research

    Flare Fragrances Company, Inc.: Analyzing Growth Opportunities (Brief Case)

    By: John A. Quelch and Lisa D. Donovan
Related Work
  • Flare Fragrances Company, Inc.: Analyzing Growth Opportunities (Brief Case) By: John A. Quelch and Lisa D. Donovan
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