Publications
Publications
- May 2010
- HBS Case Collection
Flare Fragrances Company, Inc: Analyzing Growth Opportunities
By: John A. Quelch and Lisa D. Donovan
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.