The failure of BIC's foray into the perfume market is a classic example of underestimating the importance of brand equity transfer. What was the critical misalignment in this strategy?

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Relying exclusively on high-end luxury boutiques rather than utilizing their established mass-market distribution channels.

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Overpricing the perfume line, making it inaccessible to the core demographic that typically purchased BIC lighters and pens.

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Failing to conduct any quantitative market research on the general demand for luxury fragrances prior to the launch.

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Attempting to leverage a brand identity rooted in utility and disposability to market products that rely on perceived exclusivity and prestige.

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The failure of BIC's foray into the perfume market is a classic example of under...

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