Catherine Arfi & Aromababy: Creating an Australian Brand and Taking it Global
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Case Details:
Case Code : LDEN055
Case Length : 13 Pages
Period : 2000-2008
Pub Date : 2008
Teaching Note :Not Available
Organization : Aromababy
Industry : Consumer Packaged Goods (Baby care)
Countries : Australia, Global
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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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Excerpts
The Beginning
At the age of 10, Catherine started learning shorthand as her dream was to become a secretary. To fulfill her dream, she took up a secretarial job at the age of 14 at an aluminum anodizing company in Cheltenham...
Winning at Home is Just the Start
Within 12 months of starting her company, Catherine started making her own baby care products by selecting pure, natural, and organic ingredients.
She chose Therapeutic Goods Administration (TGA) licensed premises for manufacturing her products. She also developed a packaging model and marketing strategies for her products. Catherine said, “I used the skills I'd developed during my career in the beauty industry and from my lifelong interest in natural therapies and healthcare.”...
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Making a Mark Globally
The idea of venturing into foreign markets had always been there on Catherine's
mind. After her success in Australia, Catherine planned to venture into
international markets. About her export plans she said, “To sustain our niche
market we had to look beyond Australia.”...
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Secret of Success
Aromababy was nominated for numerous awards in both Australia and
overseas which included My Business Awards , Micro Business Awards ,
Gift Awards , and the Telstra Business Women's Awards over the years.
(Refer to Exhibit IV for the awards and recognitions received by
Aromababy)...
Looking Ahead
Catherine withstood many challenges in both her professional as well as
personal life. The road to success was not easy for her because
professionally she had to face problems such as dealing with
distributors, trademark issues, etc... |
Exhibits
Exhibit I: Award Winning Products from Aromababy
Exhibit II: Aromababy Skin Care Products
Exhibit III: Aromababy's Unique Features
Exhibit IV: Aromababy: Awards & Recognitions
Exhibit V: Catherine Arfi's 5 Keys to Success
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