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Estéban, parfums d'intérieur : comment réussir le développement de la nouvelle gamme Elessens ?

Author

Listed:
  • Marie-Catherine Mars

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

Entre niche artisanale et industrie, le marché du parfum d'intérieur se massifie. Comment moderniser l'image de marque tout en préservant son patrimoine ? Comment se différencier dans un marché de plus en plus saturé ? Quelles voies de développement pour la marque ? Telle est la problématique actuelle de la marque de parfums d'intérieur Estéban. Pionnière de la parfumerie créative, Estéban souhaite valoriser son image de marque et se différencier efficacement de ses concurrents. Dans une perspective de développement de marque, Estéban décide de réfléchir plus précisément à la stratégie marketing et aux leviers opérationnels à activer pour réussir le lancement de la gamme Elessens sur le marché français

Suggested Citation

  • Marie-Catherine Mars, 2016. "Estéban, parfums d'intérieur : comment réussir le développement de la nouvelle gamme Elessens ?," Post-Print halshs-03899637, HAL.
    • Handle: RePEc:hal:journl:halshs-03899637
    as

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