Summary
The management of 'Parfums Guy Laroche', a unit of L'Oréal'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
