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Candles

Candles. Yankee Candles. A New Kind of Smell: The Man Candle. Lucy Porter Ryan Stilwell. Yankee Candles New Line. Man Town Smell: a ‘Man Cave’ First Down Smell: Leather 2 x 4 Smell: Sawdust Riding Mower Smell: Fresh Cut Grass. Yankee Candle. 42 year old Company

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Candles

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  1. Candles • Yankee Candles

  2. A New Kind of Smell:The Man Candle Lucy Porter Ryan Stilwell

  3. Yankee Candles New Line • Man Town • Smell: a ‘Man Cave’ • First Down • Smell: Leather • 2 x 4 • Smell: Sawdust • Riding Mower • Smell: Fresh Cut Grass

  4. Yankee Candle • 42 year old Company • Reported Sales for 2011 = 785.8 M • Men represent 35 percent of U.S. $3.1 B candle scented market • First attempt to enter into the men’s market • 30% of candles given as gifts

  5. Competition • Mandle • Bass Killer – smells like fresh lake water and freshly caught fish • Meat and Potatoes and Kegger • MenScents • Gentlemen’s Pleasure – Tobacco Pike • Down Time – Bourbon and Cola

  6. Discussion Questions • How many of you guys are consistent candle users? • Do men really like these smells? • Is there a market potential for this type of product?

  7. Sources • http://www.businessweek.com/articles/2012-05-16/new-yankee-candle-scent-smells-like-a-man-cave • YankeeCandle.com

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