In March of 2011 Sterling Parfums officially launched three new fragrance brands, the Armaf collection, the Estiara collection and the Cosmo collection, all at the same time. Firstly the Armaf collection is a premium fragrance targeted toward mid to high level customers. Secondly the Estiara collection which is targeted to professionals and is chic and affordable. Thirdly the Cosmo collection which is an assortment of trendy and affordable fragrances designed for the mass market.
All of these new brands were developed with the companies target market in mind. They also closely collaborated with their clients to come up with the perfect fragrances. The company is ready to move into a global level so that they can cater to a more diverse group of customers.
The company is expanding and has obviously put a lot of thought into their expansion. Do you think that releasing all three fragrances at the same time was a smart move? ..Or do you think it would have been more beneficial for the fragrances to be released separately if even by only a couple of weeks?
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