Assess the strengths and weaknesses of Flare�s position in the women�s fragrances

market.Flare had a 9.5% share of the women fragrances retail market (exceeded only
by three competitors) and dominated in sales of fragrances through mass channels,
particularly the market for �prestige� brands. Its successful branding is based on
the 33-year old Loveliest position as a classic scent associated with prestige and
elegance, which also serves as an umbrella for five more recently introduced brands
in the product line that appeal to a wider range of demographic. Other strengths of
Flare include 1) regular new product introductions, 2) good brand and advertising
awareness (e.g. by maintaining both price-competitiveness and a prestige image), 3)
channel penetration of general merchandise chains and mass merchandisers, and 4) a
high-quality salesforce with low turnover. On the flip side, Flare is dependent on
its medium-price segment and mass market for the majority of its sales. Competition
in this segment, however, is increasing as a result of new product introductions
supported by substantial ad budgets and increasing price pressure from the mass
merchandisers. Moreover, relying on a single brand name might be inadequate to
straddle an increasingly segmented market. Flare�s share of industry advertising is
also weakening and it appeared that Loveliest is likely to be outspent by its
competitors again.