White Label Fragrances: Struggles of Small Business in Botswana

Abstract

In over the years, new players have entered the fragrance market to bring the essence of Africa into fragrances. The case discusses one such niche luxury brand, White Label Fragrances that incorporates indigenous materials to produce African-flavored perfumes. The brand’s distinct product segments include personal fragrances, a male grooming range, body care, and home aroma solutions. The personal fragrances consist of 16 variants catered for both males and females. The company differentiates itself by providing scents to capture the essence of Africa. The case also illustrates the timeline of achievements and challenges of the company starting from inception till date followed by targets for 2025. A Fishbone analysis demonstrates the root causes of the problems faced by the company. Finally, the case portrays the goals that the brand plans to achieve and probable strategies it could implement to take White Label Fragrances to a global level.