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Decoding & Revitalizing A Classic Brand: Parfums: Cacharel
Decoding & Revitalizing A Classic Brand: Parfums: Cacharel
Categories Companies
Global & Multi-sector P&G, Unilever, L'Oréal
The perfume industry in 1996 was not just competitive but concentrated as well
Global Specialists Gillette, J&J, Colgate-Palmolive
Regional Specialists Revlon (USA), Schwarzkopf (Europe)
Luxury brands were getting diluted as an infiltration of imports resulted in price cuts; serving the mass-
market segments
Perfume Usage Patterns
Cacharel was first registered as a clothing brand & later diverified into
perfume business – 1962
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
owner’s 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 women’s feelings
Reflection – Young women
Culture – Innocence, seduction, trendy, sophisticated
Self-image – Modern but classic, free-fall partying mood retaining its sophisticated
charm
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
• Luxury brand at accessible price
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
Brand’s core focus was on women’s 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
To enhance
Femininity
Social status
Personality
Confirm their natural self
Thank You !