Case Name :       Flare Fragrances Company, Inc: Analyzing Growth Opportunities (Brief Case)

Authors :            John A. Quelch, Lisa D. Donovan

Source :              HBS Brief Cases

Case ID :            4550

Discipline :        Marketing

Case Length :    11 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent — and possibly separating it from the trusty “umbrella brand” that comprises Flare’s other scents; the other involves deepening Flare’s penetration into the drugstore channel. In Patterson’s view, the firm can pursue the first opportunity, the second, or both — but it must do something . In helping Patterson to assess the opportunities, the marketing team must consider a wide range of factors, including brand management, consumer demographics, and positioning and pricing issues. The case requires students to complete a quantitative assignment as part of case analysis.Key topics include product line management, product positioning, and new product launch.