Essay on Cacharel Case Study

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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
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Which sub-brands are mostly responsible for creating Cacharel’s identity?

Cacharel fragrance brand was acquired by the L’Oreal group in 1975 (Insead, 2007). L’Oreal is known as a house of diverse corporate and umbrella brands, namely just a few: L’Oreal Paris, Lancome, Cacharel, Giogio Armani, Ralph Lauren and many others. Each of these umbrella brands has below it numerous products brands and line brands. They constitute so-called a multi-brand matrix (Marketing Mastermind, 2008). Cacharel umbrella brand belongs to the Luxury Products Division, one of three divisions of the L’Oreal group, which offers up-market premium products to consumers. Every umbrella brand has established distinct identity, image to focus on different target market, in turn; the Cacharel umbrella itself is perceived as an encompassing combination of prestige, femininity, charm and romanticism. (Kepferer, chapter 11, p292). As a result, Anais Anais was the most responsible for creating Cacharel’s identity by its extraordinary succeed. In the shoes of Katsachnias, we have been encoding the Cacharel brand identity in some extends, whether it helps to revitalize the brand at its crisis? We continuously perceive this insight in the next question.

Figure 2: Designing your brand identity
(Source: www.daniellemacinnis.com/marketing/brand-identity)

3. What is the root source of Cacharel’s maturity crisis, and how can understanding

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