Henri-Claude Cosmetics, a successful French company, has the goal to become a global brand. As a consequence, the Chief Executive wants to develop an international advertising campaign. After the brainstorming session, we came to the following conclusions: To begin with, the brand image should be changed to appeal to an international audience, especially to a younger one. So, we proposed to target an energetic and competitive man rather than a sophisticated and elegant one.
Taking into account the fact that the segment 30 to 40-year- old is overcrowded, we decided to target a lower age group like 18 to 25-year-old or 25 to 35-year-old. Due to this fact, we had to come up with a new name which appeals to a younger group segment. Our proposals were: Agile, New Age, New Name or Charm. Regarding the slogan, it was difficult to arrive at a consensus and our options were: “Becoming younger!” and “New age, new man”. Secondly, attention has also been turned towards the repositioning of the brand in the market place and the packaging of Physique.
Since now, Physique has been known as a premium fragrance. The alternatives for repositioning were as follows: on the one hand, probably on the mature markets it may be better to remain as premium fragrance, but with a new look, a new image which appeals to a younger group. On the other hand, in the emerging market, like China, we wanted to market as a mass volume product. Regarding the container, there were different opinions. I suggested a blue glass perfume bottle shaped like an arrow. We also focused on other aspects like price, promotion and distribution.
1. What were the two reasons why the Western distillers were interested in entering the Russian vodka market? They believed that they could lure the Russians into their own brands of vodka. By using famous brand names and their good selling skills they felt that they could grab onto a market of Russian drinkers that were eager to "trade up" to Western brands. 2. When the Western distillers entered ...
Everyone agreed that the price per bottle of perfume should be lower. Also it was agreed that HCC should not continue to sell the fragrance in exclusive outlets. So, we proposed to use a wider variety of outlets, also including sports stores like: Intersport or Decathlon. Regarding the promotion, I suggested that the company should offer some tickets to sports events for those who buy more than one perfume. We concluded our brainstorming by arriving at the same conclusion that, for the moment, we should continue to manufacture the fragrance in France.