Decoding & Revitalizing

a Classic Brand :
Parfums Cacharel
Anirban Mohanty 14P127
Aniruddha Deshpande 15P006
Himanshu Shekher 15P023
Jayram Palnitkar 15P025
Parul Jain 15P037

Market & Industry Background

The perfume industry in 1996 was not just
competitive but concentrated as well
Categories

Companies

Global & Multi-sector

P&G, Unilever, L'Oral

Global Specialists

Gillette, J&J, ColgatePalmolive

Regional Specialists

Revlon (USA), Schwarzkopf

(Europe)
Relevant Brands

Types of Perfumes
Prestige (Luxury) Segments

Chanel, Dior, Cacharel,

Gucci etc.

Luxury
brands Segments
were getting diluted
as an ,infiltration
Mass-market
Vanderbilt
Revlon
of imports resulted in price cuts; serving the massmarket segments

Perfume Usage Patterns

As a gift for special occasions only
Connoisseurs purchase perfumes to feel more
attractive
An index to enhance self-realization
As a measure of improving social status
As a tool to embolden femininity
Rive Gauche was promoted in a political
connotation
Adding a fresh & floral fragrance targeted towards
the youth

Company Background
Cacharel was first registered as a clothing brand &
later diverified into perfume business 1962
LOreal group visualized market into perfumes Women were encouraged to buy perfume, wear it
and regard it as an everyday pleasure
LOreal group acquired fragrance brand of
Cacharel 1975
Company aimed to design products that could sit
alongside luxury brands yet accessibly priced and
distributed via traditional channels

Anais Anais & Loulou

Anais Anais was the first perfume launched - 1978
Targeted for young generation floral fragrance which
was tender yet sexy
It was priced 30% below classic brands, initially
distributed via mid range outlets like small dept stores
Company soon attracted young customers to speciality
stores via Anais Anais & within 2 years it became leading
perfume in Europe
Loulou was launched as a successor to Anais Anais 1987
It was targeted at same young women also including freefall partying mood of 1980s with a sophisticated charm
By end of 1980s the two brands were one of the biggest
selling products in Europe

Challenges
CK One by Calvin Klein

American product; entered European market in 1994

Worldwide success due to its advertising campaign
Avoided segmenting market on gender
TG: 15-25 year olds
Captured cultural shift in youth due to societal changes and issues
Unisex market achieved almost 1000% growth between 1994-1998

Eden by Cacharel

Turnaround Product in a slowing Economy; launched in 1994

Named lacked poetry; designed to suggest temptation and lust
Similar pricing and distribution strategy; advertisement flopped
Offered promotional schemes, supplementary products and gift
products to increase sales
Cut backs on media spending and bad campaigns hurt the brand
identity

What should be done by Katsachnias and

his Team ?
Stop the decline in the sales by uncovering the root
cause of it
Re-build the brand so that it comes out of the maturity
crisis
Should focus on each brand individually and create an
identity for its own rather than creating an umbrella
strategy for all the brands
Clarify the brand identity of Cacharel which will provide
the basis for developing future market strategy
Learn about the new sociological trends and the
difference from the time of launch of first product to now

Brand identity decoding

Represents values, services, ideas and personality
of the brand from the brand owners side
Physique Name of the perfumes, design and color
of their bottles represent energetic, active,
innocence and sensuality
Personality show a real woman, inner-self of
women, seductive power
Relationship inner instincts of womens feelings
Reflection Young women
Culture Innocence, seduction, trendy, sophisticated
Self-image Modern but classic, free-fall partying
mood retaining its sophisticated charm
Innocence, Seduction, Sophisticated, InnerFeelings, Tenderness

Brand identity decoding

CACHERAL
Freedom for the first
time women were
encouraged to buy
perfumes for themselves
Luxury brand at
accessible price
Creative and innovative
Innocence and tenderness

ANAIS ANAIS
Delicate and tenderness
but sexy
Inner feelings of women
as depicted by white
bottle of the perfume
Innocence
Accessible luxury product
at specialist outlets

LOULOU
Combination of
tenderness and seduction
as represented by blue
and red bottle
Energetic, active for the
partying mood but
sophisticated at the same
time

Brand revitalization
Major reason for the maturity crisis were the branding mistakes
Brand which was launched on the creativity and accessibility, added the
element of tenderness and innocence with Anais Anais further adding
seductive element with Loulou
But all the brands were launched under same strategy, same distribution
channel, same advertising face
Brands core focus was on womens inner feelings but it changed to mating
by featuring a couple with the launch of Eden , which proved to be against
Cacheral
Media spend is essential to make the brand remain LIVE, but cutting on it to
increase on promotional spend made the customers fading out
Understanding of brand identity is essential as this is the first step to
marketing. Before starting to deliver the message, it is required to create an
image of a brand
By keeping in mind the brand identity, marketing campaigns can be
designed to revitalize the brand

Exhibits
Ads depicting the needs
Attracting the opposite gender, seduction, etc

Perfume companies mkt

share
Calvin Klein best
Drop in Cacharel
Most cos either
stable or loss
Gain only CK &
few

Seduction vs. self

realization
To enhance

Femininity
Social status
Personality
Confirm their
natural self

Thank You !