Cacharel Case Study
CASE STUDY CACHAREL
SEMINAR PAPER
UNIVERSITY OF WESTERN SYDNEY
PARAMATTA CAMPUS
Jan. 2012
Student: NGO DIEN THUAT
Unit Coordinator: Dr. NICOLE STEGEMANN
TABLE OF CONTENTS
INTRODUCTION3
MAIN CONTENT
(Answering the four questions)
1.Cacharel’s brand identity.4
Its conceptual and tangible components. 5
Summary in five words. 5
2.Cacharel umbrella brand 6
Sub-brand of Cacharel 6
3.Root cause of Cacharel’s crisis 7
Brand identity help 8
4.Kataschnias’s approach for Cacharel’s problems.10
CONCLUSION11
REFERENCES12
INTRODUCTION
Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from customers’ perception. Those physical appearances and intangible values of a brand constitute brand identity, which is the first thing that customers recognise the firm. In result, brand management aims to build a bright reputation in customers’ mind that brings brand identity to a critical role in marketing projects. In commercial history, we have seen many famous brands fall in the market which has been affected significantly due to apply inappropriately perception of brand identity. Therefore, this paper is going to decode issues of the brand identity in the case study Cacharel - Parfums Cacharel de L’Oreal (2007, Insead).
Cacharel had the two biggest selling products in the Europian market in 1980s- Anais Anais and Loulou. Unfortunately, since 1988 Cacharel faced a down turn, even with the launch of a new brand Eden in 1994. So what is the real cause of that crisis? The critical question challenged the new board director of Cacharel – Katsachnias and his team. His intuition told the basic problem was mistakes in branding. Consequently, he questioned some crucial facets related to the Cacharel’s brand during her history. In the next paragraphs, we will find out answers about Cacharel‘s brand identity, and how far they contributed to
SEMINAR PAPER
UNIVERSITY OF WESTERN SYDNEY
PARAMATTA CAMPUS
Jan. 2012
Student: NGO DIEN THUAT
Unit Coordinator: Dr. NICOLE STEGEMANN
TABLE OF CONTENTS
INTRODUCTION3
MAIN CONTENT
(Answering the four questions)
1.Cacharel’s brand identity.4
Its conceptual and tangible components. 5
Summary in five words. 5
2.Cacharel umbrella brand 6
Sub-brand of Cacharel 6
3.Root cause of Cacharel’s crisis 7
Brand identity help 8
4.Kataschnias’s approach for Cacharel’s problems.10
CONCLUSION11
REFERENCES12
INTRODUCTION
Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from customers’ perception. Those physical appearances and intangible values of a brand constitute brand identity, which is the first thing that customers recognise the firm. In result, brand management aims to build a bright reputation in customers’ mind that brings brand identity to a critical role in marketing projects. In commercial history, we have seen many famous brands fall in the market which has been affected significantly due to apply inappropriately perception of brand identity. Therefore, this paper is going to decode issues of the brand identity in the case study Cacharel - Parfums Cacharel de L’Oreal (2007, Insead).
Cacharel had the two biggest selling products in the Europian market in 1980s- Anais Anais and Loulou. Unfortunately, since 1988 Cacharel faced a down turn, even with the launch of a new brand Eden in 1994. So what is the real cause of that crisis? The critical question challenged the new board director of Cacharel – Katsachnias and his team. His intuition told the basic problem was mistakes in branding. Consequently, he questioned some crucial facets related to the Cacharel’s brand during her history. In the next paragraphs, we will find out answers about Cacharel‘s brand identity, and how far they contributed to
References: Boredpanda, posted Dec 4th 2009,” 21 Logo evolutions of the world’s well known logo designs”, viewed on Jan 30 2012, http://www.boredpanda.com/21-logo-evolutions-pepsi-cola-apple-nike-nokia/ Figure 3:” 21 Logo Evolutions of the World’s Well Known Logo Designs”, posted 4th Dec 2009, viewed on 30 Jan 2012, http://www.boredpanda.com/21-logo-evolutions-pepsi-cola-apple-nike-nokia/ Figure 4, “Brand identity and brand image”, viewed on 30 Jan 2012, http://www.brainmates.com.au/how-to/%E2%80%9Chow-to%E2%80%A6-%E2%80%9D-audit-your-brand Holt D.B 2003, “What becomes an Icon most”, Harvard Business Review, Volume 81(3): 43-9 Insead, 2001, “Parfums Cacharel de L’Oreal 1997-2007: Decoding and Revitalizing a classic Brand”, http://www.ecch.com Insead, 2007, “Parfums Cacharel de L’Oreal 1997-2007: Decoding and Revitalizing a classic Brand” Kapferer, “Adapting to the market: identity and change”, p271/280 Marketing Mastermind, 2008, L’Oreal Multi-brand Architecture, The Icfai University Press Shrine P., 2011, “Cacharel Loulou: fragrance review”, posted April, 2011, viewed om30 Jan 2012, http://perfumeshrine.blogspot.com/2011/04/cacharel-loulou-fragrance-review.html Temporal P., 2002, Advance Brand management-From Vision to Valuation, Singapore John Wiley & Sons (Asia) Pte Ltd.