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 Marketing Strategy Unplugged by David Black  MBAs with a Mission by Brook Raflo Thinking inside the Box by Nicholas Shreiber, Guest Columnist |
A fragrant odyssey  Heather Benson '96MBA Director of Global Marketing Unilever Prestige Division Unilever Corporation There may come a time in the not too distant future when you might wish to titillate your olfactories, or those of your ladylove, with a bottled fragrance that conveys, at once, the subtle aroma of modern elegance and sophistication, yet a distinct touch of sensuality. These are the very qualities said to characterize the image of Vera Wang, preeminent designer of bridal wear, who revolutionized the industry with the elegant, modern, sophisticated, and sexy appeal of her wedding attire. Now Vera Wang is on the brink of marketing her own signature fragrance, bearing these same basic attributes. And the director of global marketing for Unilever Prestige, a division of the Unilever Corporation, which has signed a licensing agreement with Vera Wang for the development of this hopefully captivating new aromatic, is Heather (the very name evokes a pleasant scent) Benson '96MBA. Benson, thirty-two, who hails from Westport, Connecticut, admits that she was "lured by the glamorous prospects of the cosmetics industry" to begin as a marketing manager for Lancôme cosmetics, later becoming a marketing manager in the color cosmetics division of Calvin Klein. Her present position with Unilever in New York affords the excitement of being involved in the development of a brand from conception to completion. "I am responsible for every aspect of brand communication to the consumer," Benson explains. "In essence, I am involved in everything from the actual selection of the fragrance to the product name, packaging, and product mix, to the pricing and distribution strategies and marketing support programs. In the end, I am working to develop a marketing strategy that conveys a certain image, and once the products are in the marketplace, I am the protector of the brand image." Benson, a tall, green-eyed blonde with an appropriately elegant demeanor, confesses she wears little or no makeup herself but believes the cosmetics industry is a special challenge. "Marketers are faced with a mature and saturated marketplace in a rapidly changing retail environment. The old ways of doing business just don't work anymore." Her advice for today's Goizueta students: "What there is a shortage of in the business world is people who can manage other people. Learn to negotiate, to communicate, and to work effectively in a team. Strong analytical skills are essential, but to really succeed you need to know how to work with other people." William Hedgepeth 
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