Fidji (Condensed Version)

Published 01 Jan 1986
Reference 0039
Topic Marketing
Industry Cosmetics
Region Global
Summary

The management of 'Parfums Guy Laroche', a unit of L'Oreal's Perfume and Beauty Division, is worried about the recent decline in sales of Fidji, its first and most successful women's prestige perfume. Fidji's product manager is to carry out an in-depth audit of past marketing and communications strategies.

Teaching objectives

The case provides extensive data on all the elements of the marketing and communications mixes as well as sufficient market and competition data to appraise the inconsistencies in Fidji's targetting and product positioning strategies implemented since its launch in 1966.

Keywords
  • Marketing
  • Advertising management
  • Marketing management
  • International marketing
  • Consumer behaviour