Case: Arabic Perfumes and the Global Fragrance Market
Case: Arabic Perfumes and the Global Fragrance Market
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Discuss the unique selling propositions or points of Arabic Perfume and develop a positioning strategy for Arabic Perfume in global fragrance market.
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What brand image can Arabic Perfume develop in the global fragrance market?
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How did the international fragrance company (like Elizabeth Arden, Coty, Estee Lauder, Christian Dior, L’Oréal, or Revlon) attempts to position itself as “the world’s local fragrances”; that is, as a global fragrance company, but a company that also understands the local cultures and needs? What benefit do you think it draws from such a positioning?
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Why would an international fragrance company choose the Middle East market?
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Identify the growing market segments that fragrance industry tries to target? Support your answer.
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Examine the role of marketing communication strategies in this case

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