Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global
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(Case Code: LDEN055) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
: |
LDEN055 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Entrepreneurship |
| Case Length |
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13 Pages |
| Period |
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2000-2008 |
| Pub Date |
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2008 |
| Teaching Note |
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Not Available |
| Organization |
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Aromababy |
| Industry |
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Consumer
Packaged Goods (Baby care) |
| Countries |
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Australia,
Global |
Abstract:
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Aromababy, a leading natural baby care brand in Australia,
was founded by Catherine Arfi (Catherine) in 1994. Catherine chose to start her
own line of organic baby care products when she realized that they were no good
natural and organic skincare products in the market for the baby she was
expecting. Aromababy had a comprehensive range of products made of pure,
certified organic ingredients with therapeutic properties. These products were
free from petrochemicals, artificial fragrances, or animal ingredients. After
their success in the domestic market, Aromababy products were exported to
countries like Hong Kong, Singapore, Korea, Belgium, Holland, USA, the UK, and
the Middle East. |
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The case discusses the challenges faced by
Catherine in building a brand in her home country from scratch
and then taking it to international markets. With her
entrepreneurial skills, Catherine was successful in positioning
Aromababy as a market leader in organic baby care products in
Australia and was looking at making her mark in the global
market.
Issues:
» Study the issues and challenges in building a start-up business and
sustaining it over time.
» Evaluate how Catherine Arfi built up 'Aromababy' into a big brand in
Australia.
» Analyze the issues and challenges faced by an entrepreneurial venture in
foraying into international markets.
» Understand the role played by Catherine Arfi in the success of Aromababy.
» Understand the challenges faced by women entrepreneurs.
Contents:
Keywords:
Entrepreneurship, Management, Women in Business,
International trade, International Marketing, Baby care, Organic, Skincare,
Intellectual Property Rights (IPRs), Aromababy, Australia, Catherine Arfi
Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global
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