Rasurel Case Study

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RASUREL CASE STUDY

TABLE OF CONTENTS

1. Background - Rasurel’s decline – explanations 2. The swimwear market : segmentation, main competitors in the lingerie-like and mature women segments 3. Rasurel’s challenge : the need to reposition 4. Our repositioning strategy a. recommendations about price, product line b. recommendations about marketing, distribution channels
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1. Background - Rasurel’s decline – explanations

Rasurel originated in a family business created by Dr Rasurel in 1890, and whose core business was at the very beginning nightdresses and slippers. Then Rasurel started to sell
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Rasurel’s challenge : the need to reposition

For some years now, Rasurel products have been positioned in the Elegant Mature Woman segment. This segment comprises traditional woman aged 45+ looking for functional, yet feminine, one-piece swimwear.
Although the brand is among the leaders within this segment, it has lost its position in the overall market due to the emergence of low-cost competitors and a change in its target customer base. Lacking financial and human resources, the brand has not been able
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