Activity 4. Case study

1. Fragrance
Extreme adventure
Presented by:
Julieth Gutierrez
Julie Rincon

2. 1. Which 10 countries should be
chosen for the launch?
• 1. China
• 2. Colombia
• 3. Brazil
• 4. Mexico
• 5. Argentina
• 6. USA
• 7. Spain
• 8. Russia
• 9. Turkey
• 10. Arabia

3. 2. Does Physique new name?
If so, what?
Yes. The new name of the perfume
should be: extreme adventure
3. Should Physique continue
be targeted at the 30-40 age
group? If not, what age group
should it target?
According to the results of the market
study should lead to a younger
audience between (16-20) and one of
maturity (21-30).

4. 4 Should Physique continue to be positioned as a premium
fragrance, or should HCC market it as a mass fragrance, with a
different pricing structure?
The product should be marketed to an audience of middle stratum, as a
fragrance for the mass market, so the price has to be more affordable.
5 The container of Physique must be changed. How should the new
container look? Plan the new packaging (shape, design, materials).
Yes, the design should change our proposal is: a square shape as it is for
men, with a lid that is irregular and novel.
Materials, since it is a company that helps the environment, it will be in the
glass and have more buyers will handle the proposed post-consumer refund
this will help us to reduce packaging costs for new productions.

5. 6 Price: Are the present pricing levels appropriate?
Should HCC offer a cheaper version of Physique for
emerging markets?
If we should decrease the price
of fragrances for this would
evaluate the relationship
between the raw material and
demand it has in the market.
These prices showed us if we
have reports values of market
demand and raw material
change.

6. 7 Distribution: Should HCC continue to sell the
Fragrance in exclusive outlets in overseas markets,
or should it use a wider variety of outlets? If so, what
sort of outlets should it choose?
To cover more outlets would be
a good strategy to distribute the
product to the different outlets
where aesthetic produstos is
ofrescan and thus be made
available to more customers

7. 8 Promotion: Who should be the international
ambassador(s) for the brand? What special promotions
could HCC organise in the overseas markets?
The brand ambassador
should be an athlete to
show the adventurous and
sophisticated part of the
fragrance. Promotions
would be handled with
products that have the
same smell as deodorants,
body creams or powders

8. 9 -Physique needs a new
slogan. Ideas?
It distinguishes aromas.
They love fragrances.
10 Manufacture: Is it now time
to manufacture the fragrance
in low-cost countries? If so,
which countries would be
suitable?
Making serious fragrance in low cost
countries to reduce prices of
manufacture, the countries would
propose: China and Thailand

9. COMMERCIAL PROPOSAL
SCENE SCRIPT IMAGE
1
(10 seconds)
In every aspect of your life
you have to highlight. Day
and night. (It is ready for your
workday, it focuses when you
are applying the fragrance)
2
(15 seconds)
Adventurous and
sophisticated (Leading your
workgroup)

10. 3
(10
seconds)
Risky and free (extreme
sport)
4
(15
seconds)
Wrestler and passionate.
5
(10
seconds)
Apply the fragrance ends on
a beach.
At the end of selling the
name of the fragrance,
Extreme Adventure

11. THANK YOU