Академический Документы
Профессиональный Документы
Культура Документы
Executive Summary
Flare Fragrances has experienced declining sales growth CEO set goal to increase incremental revenue by at least $7.5M and reverse declining sales trend Conducted two SWOT analyses to determine best strategy
Emphasize Natural and increase drugstore presence
Agenda
SWOT Savvy launch SWOT Natural emphasis and drugstore expansion Financials advertising budget and pro forma income statement Implementation Conclusion
Flare Fragrances
Strengths
Name Favorable sales projections
Weaknesses
Unknown brand name Cannibalization of current sales For-go investment in current, established brands Higher price
Flare Fragrances
Opportunities
Reach a new customer segment: 18 24 year old females Arlmont study predicts prestige image fragrances will be best performers Innovation and originality Build relationships with department store channel
Threats
Dulcet brand to be launched at same time High competition in market Difficult economic conditions consumers trade down Declining sales in high-end department stores New fragrance may migrate to mass market quickly Competitors outspending Flare in advertising
Flare Fragrances
Strengths
Already have a drugstore sales team Strong brand image and well-known products in prestige market Loveliest is one of best-selling womens fragrances in mass market
Weaknesses
Without Savvy launch, Natural will be the only product for younger market Drugstore sales team performance is uneven
Flare Fragrances
Opportunities
Expand into retail areas in which Flare products are not currently sold Sales of prestige brands expected to grow in mass markets Increase advertising for current brands Increase scented product availability outside of gift sets
Threats
Two years since last product launch Drugstore chains only want to sell highest turnover items Drugstore sales could damage relationships with other channels and may harm brand image
Flare Fragrances
Flare Fragrances
Objectives:
Grow revenues by at least $7.5M in 2009 and reverse declining sales trend
We believe we can achieve 5% sales growth in 2009 and 7.5% in 2010
Tasks:
Increase advertising budget for all lines and communications Special emphasis on Natural and sponsorship events as well as sales materials
Flare Fragrances
$7,926,688 $2,233,229
$8,877,891 $2,679,875
$9,588,122 $2,894,265
P.O.S. Samples
Sales Sheets/Flyers Gift/Purchase Promos
$6,457,682
$878,856 $297,198
$7,232,604
$1,054,627 $332,862
$7,811,212
$1,138,997 $359,491
Public Relations
Subtotal
$297,198
$18,090,851
$332,862
$20,510,720
$359,491
$22,151,578
Flare Fragrances
Gross Sales
COGS Contribution Margin Mftg Overhead Real Estate, Taxes, Ins, Util, & Dep Adv & Promo Field Sales Force G&A Net Pretax Operating Income
$221,129,257
$122,660,399 $98,468,858 $5,019,634
$232,185,720
$128,793,419 $103,392,301 $5,270,616
$249,599,649
$138,452,925 $111,146,724 $5,665,912
$15,125,241
$12,440,123
$13,133,027
Flare Fragrances
Implementation
Current Market Standing
Naturals current performance in Drugstore channel: 0.5% of all perfume sold Tough economic climate driving customers to more affordable retail outlets Flare has great opportunity to leverage the Drugstore channel
Further develop Drugstore channel company reps skills in negotiating product placement and store relationships
Flare Fragrances
Implementation
Drugstore Channel Benefits
Taking sales from competitors brands in the $30-$45 range Has not actively pursued the Drugstore channel in the past
Drugstore chains evolving, offering high-end beauty features
Flare Fragrances
Implementation
Growth in the Drugstore Channel
Coordinate with chain Drugstores to be prominently featured with their more upscale beauty offerings; physical stores and online Attract younger customers Affordable offerings
Prominent display cases Holiday promotions entailing gift baskets of Natural fragrance, soap, body mist
Gift with Purchase promotions
Flare Fragrances
Drugstore channel
Online sales and Promotion
Flare Fragrances
Implementation
Strategies to invigorate sales
Conclusions
Recommendations:
Increase marketing support of Natural along with other products Further penetrate drugstore channel
Projections:
5% increase in top line sales for 2009 ($11M incremental revenue)
Flare Fragrances