Harvard Case - Rasurel: Reviving an Ageing Brand
"Rasurel: Reviving an Ageing Brand" Harvard business case study is written by Amitava Chattopadhyay, Severine de Wulf. It deals with the challenges in the field of Marketing. The case study is 19 page(s) long and it was first published on : Dec 1, 2004
At Fern Fort University, we recommend a comprehensive revitalization strategy for Rasurel, focusing on re-energizing the brand through a multi-pronged approach that leverages digital marketing, product innovation, and strategic partnerships. This strategy aims to attract new generations of consumers while retaining existing loyal customers, ultimately driving sustainable growth and solidifying Rasurel's position as a leading player in the evolving personal care market.
2. Background
Rasurel, a well-established brand in the personal care industry, faces the challenge of declining sales and waning brand appeal among younger generations. Despite a loyal customer base, the company struggles to compete with newer, more innovative brands that cater to evolving consumer preferences. The case highlights the need for a strategic shift to address these challenges and re-establish Rasurel's relevance in the market.
The main protagonist of the case study is Mr. David Smith, the CEO of Rasurel, who is tasked with leading the company's revitalization efforts. He is faced with the difficult decision of how to best navigate the changing market landscape and secure the future of the brand.
3. Analysis of the Case Study
To effectively analyze Rasurel's situation, we employ several frameworks:
SWOT Analysis:
- Strengths: Strong brand recognition, loyal customer base, established distribution network, and a history of quality products.
- Weaknesses: Aging brand image, lack of innovation, limited digital presence, and reliance on traditional marketing channels.
- Opportunities: Growing demand for natural and organic products, increasing popularity of digital marketing, and potential for expansion into new markets.
- Threats: Intense competition from newer brands, shifting consumer preferences, and rising raw material costs.
PESTEL Analysis:
- Political: Government regulations on product safety and environmental impact.
- Economic: Fluctuating consumer spending and economic uncertainty.
- Social: Growing awareness of sustainability and ethical sourcing.
- Technological: Advancements in product formulation and digital marketing.
- Environmental: Concerns about packaging waste and environmental impact of manufacturing processes.
- Legal: Compliance with regulations on product labeling and advertising.
Marketing Mix (4Ps):
- Product: Rasurel needs to innovate and introduce new product lines that cater to evolving consumer needs and preferences, focusing on natural, organic, and sustainable ingredients.
- Price: The company should consider a tiered pricing strategy, offering premium products at a higher price point while maintaining value-oriented options for budget-conscious consumers.
- Place: Expanding distribution channels to include online retailers and e-commerce platforms is crucial to reach a wider audience.
- Promotion: Emphasizing digital marketing, social media campaigns, influencer partnerships, and content marketing to engage with younger generations and build brand awareness.
Consumer Behavior Analysis:
- Understanding the evolving needs and preferences of younger consumers is crucial. This includes their desire for natural and organic products, transparency in ingredient sourcing, and environmentally friendly packaging.
- Rasurel needs to adapt its marketing messages and communication channels to resonate with these demographics.
Competitive Analysis:
- Rasurel faces stiff competition from newer, innovative brands that are agile and digitally savvy.
- The company needs to differentiate itself by highlighting its heritage, quality, and commitment to sustainability.
Product Lifecycle Management:
- Rasurel needs to move beyond its existing product portfolio and invest in product innovation to stay relevant in the market.
- This includes introducing new product categories, reformulating existing products with natural ingredients, and developing sustainable packaging solutions.
Value Proposition Development:
- Rasurel needs to clearly articulate its value proposition to consumers, emphasizing its commitment to quality, sustainability, and heritage.
- This message should be communicated across all marketing channels and touchpoints.
4. Recommendations
Rejuvenate the Brand:
- Rebranding and Brand Positioning: Conduct a comprehensive brand audit to identify opportunities for modernization and repositioning. This includes updating the brand logo, tagline, and visual identity to appeal to a wider audience.
- Product Innovation: Develop new product lines that cater to the evolving needs and preferences of younger generations. This includes focusing on natural, organic, and sustainable ingredients, and exploring new product categories like hair care, body care, and skincare.
- Digital Marketing Strategy: Invest heavily in digital marketing, including social media campaigns, influencer partnerships, content marketing, and search engine optimization (SEO). This will allow Rasurel to reach a wider audience and engage with younger generations.
- Customer Relationship Management (CRM): Implement a robust CRM system to gather customer data, personalize marketing messages, and build stronger customer relationships.
Expand Market Reach:
- E-commerce Platform: Launch an online store to expand distribution channels and reach a wider audience. This will also provide valuable customer insights and data.
- Strategic Partnerships: Explore partnerships with retailers, influencers, and other brands to expand reach and increase brand awareness.
- International Expansion: Consider expanding into new markets, particularly emerging markets with growing demand for personal care products.
Enhance Customer Experience:
- Sustainable Packaging: Invest in sustainable packaging solutions to address growing consumer concerns about environmental impact.
- Transparency and Storytelling: Communicate the brand's story and values through transparent product labeling, ingredient sourcing, and ethical manufacturing practices.
- Customer Service: Improve customer service channels and provide responsive and personalized support to build customer loyalty.
Financial Considerations:
- Investment in Innovation: Allocate resources for product development and innovation to create new products that meet evolving consumer needs.
- Digital Marketing Budget: Allocate a significant portion of the marketing budget to digital marketing initiatives.
- Pricing Strategy: Implement a tiered pricing strategy to cater to different price points and customer segments.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Rasurel's current situation, considering its strengths, weaknesses, opportunities, and threats. They are aligned with the company's core competencies and mission to provide high-quality personal care products. The recommendations also consider the evolving needs and preferences of consumers, particularly younger generations, and the competitive landscape.
The recommendations are attractive from a financial perspective, with the potential to drive revenue growth and increase profitability. The investment in product innovation, digital marketing, and customer experience is expected to yield a positive return on investment (ROI) over time.
6. Conclusion
Rasurel has a strong foundation and a loyal customer base, but it needs to adapt to the changing market landscape to remain competitive. By embracing innovation, leveraging digital marketing, and focusing on customer experience, Rasurel can revitalize its brand, attract new generations of consumers, and secure its future in the personal care industry.
7. Discussion
Alternative strategies include focusing solely on existing loyal customers or pursuing aggressive price reductions. However, these options are less likely to achieve sustainable growth and may damage the brand's reputation. The recommended strategy offers a more balanced approach that addresses both the immediate need to attract new customers and the long-term goal of building a strong and sustainable brand.
The key assumption underlying the recommendations is that consumers are increasingly seeking natural, organic, and sustainable products. This assumption is supported by current market trends and consumer research. However, there is a risk that this trend may shift in the future, requiring Rasurel to adapt its strategy accordingly.
8. Next Steps
To implement the recommendations, Rasurel should:
- Phase 1 (Short-Term): Conduct a brand audit, develop a new brand strategy, and launch a digital marketing campaign.
- Phase 2 (Mid-Term): Introduce new product lines, expand distribution channels, and implement a CRM system.
- Phase 3 (Long-Term): Continue to invest in product innovation, expand into new markets, and build a strong brand equity.
By following this roadmap, Rasurel can effectively revive its brand, attract new customers, and secure its future in the competitive personal care market.
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Case Description
The primary purpose of this case is to describe the challenges facing Rasurel, the swimwear brand of Lejaby, a French lingerie company that has set itself the ambition of revitalizing the image of Rasurel in the minds of consumers. The case focuses on the issues facing the company as it considers the launch of the Rasurel Summer 2004 collection. The Lejaby management team has envisaged various options, favoring one where it would keep Rasurel in the company¿s portfolio and work on its repositioning. Bruno de Lalande, the newly appointed Marketing & Sales Director, has the task of leading the repositioning.
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