Case: Arabic Perfumes and the Global Fragrance Market

1. Discuss the unique selling propositions or points of Arabic Perfume and develop a positioning strategy for Arabic Perfume in global fragrance market.

2. What brand image can Arabic Perfume develop in the global fragrance market?

3. 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?

4. Why would an international fragrance company choose the Middle East market?

5. Identify the growing market segments that fragrance industry tries to target? Support your answer.

6. Examine the role of marketing communication strategies in this case

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