Abstract:

Pino Sylvestre is currently marketed as both aftershave and an eau de cologne. The brand has an upper-middle market position, and it has a market share of 2-4%. However, focus-group research in the United States reveal ed that although the 'foreign' name has a certain cachet, there were negatives associated with the pack, bottle and fragrance. However, it is possible that these negative reactions maybe in part a function of the social situation of the focus groups, and accordingly it was felt desirable to conduct further work in the UK based on individual responses.