Rasurel: Reviving an Ageing Brand

The primary purpose of this case is to describe the challenges facing Rasurel, the swimwear brand of Lejaby, a French lingerie company that has set itself the ambition of revitalizing the image of Rasurel in the minds of consumers. The case focuses on the issues facing the company as it considers the launch of the Rasurel Summer 2004 collection. The Lejaby management team has envisaged various options, favoring one where it would keep Rasurel in the company’s portfolio and work on its repositioning. Bruno de Lalande, the newly appointed Marketing & Sales Director, has the task of leading the repositioning.

This case is designed for use in marketing modules, in both MBA and executive classes. It can be used to illustrate (i) the effective use of brand positioning, in an introductory course/module, or (ii) the issues related to brand repositioning and the importance of aligning the organization behind its brand promises, in a more advanced course. The case study presents: The challenges and power of a good positioning strategy and effective brand management; The importance of understanding the changes taking place in an industry and of focusing on the consumers' needs in developing an effective (re-)positioning strategy, while preserving the brand image; Insights into the swimwear market.