"Parfums Cacharel, a division of L'Oréal, used to have a dominating position on the European marketplace with both the number one and number two best-selling perfumes: Anaïs Anaïs and Loulou. The task is to turn around the company. But before doing that, he needs to comprehend the brand. 1. Brand identity decoding • What's the brand identity of Cacharel? What are tangible elements and its conceptual? Does the Cacharel umbrella brand itself have an distinctiveness further than that of its sub-brands? Which sub-brands are mostly accountable for creating Cacharel's identity? 2. Brand revitalization • What's the root source of Cacharel's adulthood disaster and how can understanding the brand's identity help? • Should Kataschnias bring the Cacharel brand closer to where the marketplace is now? Should he focus on fulfilling the desires of the current consumers or in staying close to the brand's original identity Students can view the television commercials mentioned in the case on the dedicated case web site: http://cases.insead.edu/cacharel/home.
Parfums Cacharel de L'Oréal 1997 2007 Decoding and Revitalizing a Classic Brand Case Study Solution
PUBLICATION DATE: November 30, 2007 PRODUCT #: INS312-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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