Services involved:<\/strong><\/h3>\n\n\n\n

Brand Strategy \u2022 Strategy Implementation <\/strong><\/p>\n\n\n\n

The challenge:<\/strong><\/h3>\n\n\n\n

Following its purchase from the Clarins group, the Mugler brand needed to be integrated into the couture fragrances brands portfolio L'Or\u00e9al Luxe. The Mugler brand is significant in the Benelux (10th largest perfume brand in Belgium, 9th largest in the Netherlands). The stakes for success are high, especially as a new strategic fragrance will be launched shortly after the integration. <\/p>\n\n\n\n

Areas of work:<\/strong><\/h3>\n\n\n\n

\u2022 Etude du Business model dans les deux march\u00e9s en collaboration avec les services Consumer Marketing Intelligence, Marketing et Commerce: mise en avant des points strat\u00e9giques pour conserver l’attractivit\u00e9 de la marque pour ses clients fid\u00e8les et des leviers \u00e0 activer pour plus potentialiser la marque sur le march\u00e9 Benelux.<\/p>\n\n\n\n

\u2022 3-year business plan: co-construction with the finance, marketing and sales teams, incorporating the strategic points of the Mugler business model and the resources available to the brand.<\/p>\n\n\n\n

\u2022 Brainstorming workshop on Angel Nova's launch strategy: co-design, on the basis of available resources, of a launch plan adapted to the brand's business model and its specific features.<\/p>\n\n\n\n

\u2022 Communication and training plan for the teams involved in the integration.<\/p>\n\n\n\n

\u2022 Collaboration process and key roles: clear definition to facilitate day-to-day integration (delivery of assets, feedback from retailers, logistical follow-up, etc.) internally and with the international team.<\/p>\n\n\n\n

\u2022 Argumentaire commercial et pr\u00e9sentation: co-\u00e9criture d’un discours rassurant envers les clients et les intervenants externes.<\/p>\n\n\n\n

The performances:<\/strong><\/h3>\n\n\n\n

\u2022 Despite the change of group, the brand has maintained its positions in both markets.
\u2022 The launch of Angel Nova, so close to integration, was a great success and strengthened the franchise's performance.<\/p>","protected":false},"excerpt":{"rendered":"

Following its purchase from the Clarins group, the Mugler brand needed to be integrated into the couture fragrances brands portfolio. AYIN will set up its brand strategy and strategy implementation service. <\/p>","protected":false},"author":3,"featured_media":1185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[53,52],"tags":[],"class_list":["post-1200","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cas-pratiques-implementation-de-strategie","category-cas-pratiques-strategie-de-marque-ayin"],"yoast_head":"\n