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PRIMA's Strategic Move: Introducing Poison to Outshine Bella's BORA

PRIMA faces stiff competition from Bella's new luxury brand BORA. To counter this threat, PRIMA launches POISON, a highly successful brand targeting High Earners. With its superior design and positioning, POISON helps PRIMA regain market share and boosts the Share Price Index.

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PRIMA's Strategic Move: Introducing Poison to Outshine Bella's BORA

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Presentation Transcript

  1. Prima is challenged by Bella in Share Price Index …

  2. … and in market share !! Why ?

  3. Bella has actually just launched a new brand BORA. This is a threat to Prima

  4. BORA is a high-end « luxury » brand targeted at High Earners

  5. BORA is very well positioned in term of Efficacy and Pleasure, two characteristics very important to High Earners

  6. PRIMA decides to develop and then launch POISON, a new brand targeted at High Earners to fight back BELLA

  7. POISON’s design is very successfull!! POISON is even better positioned than BORA

  8. POISON’s launch is very successful. One year later, PRIMA’s market share is back on track …

  9. And so is PRIMA’s Share Price Index !!!

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