Gardenia - Case Study

TABLE OF CONTENTS I.

Background Background of the Case.................................................................................................3 Case.................................................................................................3

II.

Statement of the Problem...............................................................................................4 Problem ...............................................................................................4

III.

Goals and Object!es......................................................................................................4 Object!es ......................................................................................................4

IV.

Areas of Consderaton "Anal#ss ad Assum$tons% ....................................................4

a&

S'OT Anal#ss................................................................................................................4

b&

STP STP "Segme "Segmenta ntato ton( n( Ta Target( rget( Post Poston onng% ng%......................................................................5 ......................................................................5

c&

.............................................................................. ...................................................... ....................................................5 .........................5 ) P*s...................................................

d&

Ethca Ethcall +ssue +ssues s n ,ark ,arket etng ng Commu Communc ncat atons ons..............................................................8 ..............................................................8

V.

-ecson Crtera.............................................................................................................9 Crtera .............................................................................................................9

a&

Ease Ease of m$ m$leme lement ntat ato on n ..................................................................................................9

b&

Sustan tana abl blt# t#...................................................................................................................9

c&

,arketng Co Costs..............................................................................................................9

d&

Brand Brand A.aren .areness ess and and Credb Credbl lt# t#................................................................................10 ................................................................................10

VI.

Alternat!e Courses Acton/.........................................................................................10 Acton/ .........................................................................................10

0&

-o Nothng...................................................... ................................................................................. ...................................................... .................................... ......... 10

1&

2e3br 2e3bran and d the the $rodu $roduct ct .th .th anot anothe herr nam name e ....................................................................11

4&

Strateg Strategc c E5$ans E5$anson on through through m$ro!e m$ro!ed d communc communcato aton n ...........................................12

VII.

2ecommendaton and Acton Plan..............................................................................12 Plan ..............................................................................12

,A26ET+NG PLAN..................................................................................................................14 PLAN..................................................................................................................14 a&

+ndustr# Stud#...............................................................................................................14

b&

,arke ,arketn tng g ,5 ,5 Stra Strateg teges es and Progr Program ams s .....................................................................15

&

STP A$$roach............................................................................................................15

&

)P*s of ,arketng.......................................................................................................15

1

+&

Background of the Case

It is often said that sweet fragrance creates inspiration and heightens positivism. Perhaps one of  the reasons why Fiipinos remain positive and in the ist of happiest co!ntries in the word is the fact that it va!es smeing good and oo"ing nice in the p!#ic. $his ass!mption is #est e%empified #y a research cond!cted #y &!romonitor Internationa in '!ne 2013 which conc!ded that even Fiipino men are increasingy avaiing of grooming "its. 1 &!romonitor Internationa(s '!ne 2013 report on Fragrances in the Phiippines ass!med positive growth for perf!me prod!cts in the Phiippines that #ac"ed #y improvement in the economic sit!ation and Fiipino(s strong interest in maintaining proper hygiene as we as increasing demand for premi!m fragrances. $he stronger competition in the category wi enco!rage man!fact!rers to imit price increases) or even impement price c!ts. *an!fact!rers wi attract new cons!mers to try their prod!cts thro!gh the !se of promotiona pricing schemes. $hese wi #e more prevaent in mass fragrances) in which pricing is a "ey consideration in prod!ct p!rchases. It aso has a high prospect for the ind!stry considering the e%pansion of shopping mas and the esta#ishment of department stores in more "ey cities which wi provide premi!m #rands with new mar"ets in the forecast +ayden Fragrances is an innovation of Inovacao ,a -ida) a Phiippine#ased company which is dedicated to enrich the ifestyes of its cients thro!gh the art and science of fragrances. $he company is fo!nded and is #eing managed #y ,r. +ayden /ho) 'r.) infamo!s for the series of  se% videos scandas with severa "nown femae personaities in the co!ntry that wrec"ed his career as a medica practitioner.

,r. +ayden /ho capitaied on his "nowedge of #ea!ty and fashion and positivey p!rs!ed his f!rther st!dies on perf!me ma"ing and management in France. +e #ro!ght with him this French !nderstanding of fragrances to create his own #rand of mass fragrance avaia#e for a genders. ith !st more than 2 years of presence in the co!ntry) it sti has a ong way to s!rvive in this

1'!ne 2013 &!romonitor Internationa. Passport *en(s rooming in the Phiippines 2

ind!stry with a ot of competition not ony from premi!m #rands #!t aso with severa mass fragrance ines that are proiferating in the mar"et.

 6ongside the o#ective of ens!ring the mar"eta#iity of +ayden Fragrances) this case wi primariy tac"e ethica iss!es invoved in mar"eting comm!nications. ++&

Statement of the Problem

hat m!st +ayden Fragrances do to channe ethica mar"eting comm!nications for its prod!ct considering the tarnished rep!tation of its fo!nder and owner7

+++&

• • • • •

+7&

Goals and Object!es

$o ens!re proper and ethica mar"eting comm!nications for the prod!ct $o increase its mar"et share $o strengthen #rand e!ity aongside competitors $o contin!e to serve the society $o improve profit margin

Areas of Consderaton "Anal#ss ad Assum$tons%

a& S'OT Anal#ss

ST2ENGT8S

•

Pop!arity of the ownermanager

3

•

:ni!e man!fact!ring process

•

;trong partnerships and coa#oration with *adita and &ver