Pratikshya Mishra

founder@powepointguard

5.70 Billion $

Women

Percentage
15.6

Men

12.3

11.5
9.5

33%
67%
3.8 Billion $

Depuis

Suzanne Aromatique
Weba

Flare

(From Exhibit 1)

(From Exhibit 1)

Dominance in sales of fragrances through mass channels.

(From Exhibit 1)

% of Total Flare Sales

2%
Mass Market

24%

4%

Drug Stores

70%

Department
Store/Prestige
Other Channels

(From Exhibit 1)

Flare Share of Channel

Mass Market

23%
77%

Flare

Others

(From Exhibit 1)

Flare Share of Channel

Mass Market
Mass
Market

Department
Drug
Other
Stores/
Stores
Prestige Channels

23%
77%

76.9
97.4

94.3

98.2

2.6
Flares

5.7

1.8

23.1
Flare

Others

Others

(From Exhibit 1)

Dominance in sales of fragrances through mass channels.

Power of Loveliest as a strong umbrella brand.

Dominance in sales of fragrances through mass channels.

Power of Loveliest as a strong umbrella brand.
All the fragrances launched by Flare are under the
brand name loveliest.

The brand Loveliest has the larger share of the annual

ad and promotions budget roughly 70-80%.
You are the love in Loveliest theme in use since 1995.

Dominance is sales of fragrances through mass channels.

Power of Loveliest as a strong umbrella brand.
Has a strong and loyal customer base among 34-65 aged
successful women.

Sales of Flare doesnt mirror the overall market in

prestige/department stores, drugstore chains and
internet.

Mass
Market

Department
Drug
Other
Stores/
Stores
Prestige Channels

76.9
97.4

94.3

98.2

2.6
Flares

5.7

1.8

23.1

Others

(From Exhibit 1)

Sales of Flare doesnt mirror the overall market in

prestige/department stores, drugstore chains and
internet.
Brand appeal majorly to 34+ women.

Sales of Flare doesnt mirror the overall market in

prestige/department stores, drugstore chains and
internet.
Brand appeal majorly to 34+ women.
Relatively low ad spends, old promotional themes and
heavily skewed allocations in favour of umbrella brand.

N/A

Mass market evolution

as consumer traffic
grows in these stores.

N/A

They overhaul beauty

departments by
stocking trendier
fragrances and
employing beauty
consultants.

Possibility of dilution of the Loveliest brand image.

Possibility of dilution of the Loveliest brand image.

Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.

Possibility of dilution of the Loveliest brand image.

Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.
Just over 20% people admit to buying fragrances from
drugstores. (Exhibit 5)

Possibility of dilution of the Loveliest brand image.

Drugstore reps, even after suitable training, have shown
uneven results in the last couple of years.
Just over 20% people admit to buying fragrances from
drugstores. (Exhibit 5)

Drugstores typically want sell only Flares highest

turnover items.

Diversification of product portfolio.

Diversification of product portfolio.

Loveliest

Natural

Summit

Flare
Awash

Essential

Swept
Away

Diversification of product portfolio.

Loveliest

Natural

Summit

Flare
Awash

Essential

Swept
Away

Savvy?

Diversification of product portfolio.

Loveliest

Natural

Summit

Flare
Awash

Essential

Swept
Away

Savvy?

Diversification of product portfolio.

Loveliest

Increases the age bracket of

Flare.

Natural

Summit

Flare
Awash

Essential

Swept
Away

Savvy?

Diversification of product portfolio.

Loveliest

Increases the age bracket of

Flare.

Natural

Opens up possibilities of
vertical expansion.

Summit

Flare
Awash

Essential

Swept
Away

Savvy?

Diversification of product portfolio.

Loveliest

Increases the age bracket of

Flare.

Natural

Opens up possibilities of
vertical expansion.

Summit

Flare

Better utilization of channels

Awash

Essential

Swept
Away

Savvy?

Diversification of product portfolio.

Loveliest

Increases the bracket of Flare.

Opens up possibilities of
vertical expansion.

Natural

Flare

Better utilization of channels

Prevents stagnation of the
brand.

Summit

Awash

Essential

Swept
Away

Diversification of product portfolio.

Addition of a new product/brand after two years.
Infusion of much needed cash in the
ad budget.
Keeps the brand relevant.
Will boost the sales.

Will increase cost.

Minimum Plan

Mild Plan

2006

2007

2008

2009
(predicted)

Hell Yeah Plan

Will increase cost.

Minimum Plan

Mild Plan

2006

2007

2008

2009
(predicted)

Hell Yeah Plan

Will increase cost.

Minimum Plan

Mild Plan

2006

2007

2008

2009
(predicted)

Hell Yeah Plan

Will increase cost.

Minimum Plan

Mild Plan

2006

2007

2008

2009
(predicted)

Hell Yeah Plan

Will increase cost.

May dilute the brand image of Loveliest leading to loss of
faithful and loyal customers.

Will increase cost.

May dilute the brand image of Loveliest leading to loss of
faithful and loyal customers.
If the launch fails, Flares position in the segment will be
hard to gain back.

SAV V Y

SAV V Y

SAV V Y

SAV V Y

WHY?
Because brands that
dont evolve with
time, eventually die!

Prefers luxury brands

Heavy user
Loyal to signature scents
Familiar with Loveliest

Chic, Brand oriented

Mindful of prestige and image
Elegance and exclusivity
Belief in word of mouth
Ready to try out new products
and scents.

Prefers luxury brands

Heavy user
Loyal to signature scents
Familiar with Loveliest

Loveliest

Loveliest

Awash

Loveliest

Awash
Swept away

Loveliest

Awash
Swept away
Essential

Loveliest

Awash
Swept away
Essential
Summit

Loveliest

Awash
Swept away
Essential
Summit
Natural

Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business

Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Smart, Ambitious,
Starting to climb the
corporate ladder.
Erstwhile user of Marc
and Jacobs

Name: Dagny T.
Age : 24
Degree : MBA
Major: International
Business
Smart, Ambitious,
Starting to climb the
corporate ladder.
Erstwhile user of Marc
and Jacobs
Wants to change to
something that spells
young professional

Savvy User

Loveliest

Awash
Swept away
Essential
Summit
Natural

Savvy

Natural, Essential

Natural, Essential
Swept away, Awash

Natural, Essential
Swept away, Awash

Loveliest

Natural, Essential
Swept away, Awash

Loveliest
Summit

Natural, Essential
Swept away, Awash

Loveliest
Summit

Savvy

Natural, Essential
Swept away, Awash

Loveliest
Summit

Savvy
Savvy X

SAV V Y

Dulcet

SAV V Y

We should go ahead with the Savvy plan.

And pre-pone the release.

Dulcet

SAV V Y

WHY?
Offence is the best
Defence!

Duclet

SAV V Y

SAV V Y

SAV V Y

SAV V Y

No protection from umbrella

brand name

PROS

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.

PROS

No protection from umbrella

brand name

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.

PROS

No protection from umbrella

brand name
Added expenditure

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales

PROS

No protection from umbrella

brand name
Added expenditure

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.
Opportunity for expansion in
future and increased sales

PROS

No protection from umbrella

brand name
Added expenditure
Cost of Failure extremely high

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.
Opportunity for expansion in
future increase in sales
Huge market open for the taking

PROS

No protection from umbrella

brand name
Added expenditure
Cost of Failure extremely high

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.
Opportunity for expansion in
future increase in sales
Huge market open for the taking

PROS

No protection from umbrella

brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize

CONS

SAV V Y

Increase audience without any

baggage of the Loveliest
branding.
Opportunity for expansion in
future, increase in sales
Huge market open for the taking,

Parent company provides

credibility and aspirational value

PROS

No protection from umbrella

brand name
Added expenditure
Cost of Failure extremely high
Dulcet will give tough
competition, market will take
time to stabilize

CONS

SAV V Y
Increase audience without any
baggage of the Loveliest
branding.

No protection from umbrella

brand name

Opportunity for expansion in

future, increase in sales

Added expenditure

Huge market open for the taking

Cost of Failure extremely high

Parent company provides

credibility and aspirational value

Duclet will give tough

competition, market will take
time to stabilize

Opportunity to break away from

association with only old people.

PROS

CONS

SAV V Y

SAV V Y

SAV V Y

WHY?
Because no guts, no
glory!