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Candles. Yankee Candles. A New Kind of Smell: The Man Candle. Lucy Porter Ryan Stilwell. Yankee Candles New Line. Man Town Smell: a ‘Man Cave’ First Down Smell: Leather 2 x 4 Smell: Sawdust Riding Mower Smell: Fresh Cut Grass. Yankee Candle. 42 year old Company

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Presentation Transcript
candles
Candles
  • Yankee Candles
a new kind of smell the man candle

A New Kind of Smell:The Man Candle

Lucy Porter

Ryan Stilwell

yankee candles new line
Yankee Candles New Line
  • Man Town
    • Smell: a ‘Man Cave’
  • First Down
    • Smell: Leather
  • 2 x 4
    • Smell: Sawdust
  • Riding Mower
    • Smell: Fresh Cut Grass
yankee candle
Yankee Candle
  • 42 year old Company
  • Reported Sales for 2011 = 785.8 M
    • Men represent 35 percent of U.S. $3.1 B candle scented market
  • First attempt to enter into the men’s market
  • 30% of candles given as gifts
competition
Competition
  • Mandle
    • Bass Killer – smells like fresh lake water and freshly caught fish
    • Meat and Potatoes and Kegger
  • MenScents
    • Gentlemen’s Pleasure – Tobacco Pike
    • Down Time – Bourbon and Cola
discussion questions
Discussion Questions
  • How many of you guys are consistent candle users?
  • Do men really like these smells?
  • Is there a market potential for this type of product?
sources
Sources
  • http://www.businessweek.com/articles/2012-05-16/new-yankee-candle-scent-smells-like-a-man-cave
  • YankeeCandle.com
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