3. Oud Definition Arabic type of perfume. From trees in India, Vietnam and elsewhere in the South Asia region. Available in chips Available in oil form
4. Background 1982-Abdul - Aziz Al Jasser started Oud oils in the old souk of Riyadh. 2006- chain of 480 privately owned perfumed stores 2009, chain of 550 privately owned perfume stores around the world
6. SWOT Analysis (Internal factors) Strengths: Brand (name, image, traditional, and natural ingredients) Variety of perfumes that satisfies many tastes. Weaknesses: Low brand awareness. No much advertising about the brand and its products.
7. SWOT Analysis Cont. (External factors) Opportunities: One of the leading businesses in the GCC countries Increase interest of Arabic perfumes would help in acquiring new first-time buyers (front-end marketing) and also helps in converting first-time buyers to second-time buyers (back-end marketing).
8. SWOT Analysis Cont. Threats: Slow distribution because of chemical legislation. Unstable supplies of ingredients, materials and products. Other competitors are growing highly in the market.
9. Target Audience Geographic: All consumers in the GCC countries. Demographics: Males and females in the gulf region, 18+ years old. High social class and upper middle class.
10. Target Audience Cont. Psychographics: Those who cherish Arabic perfumes and oud. Well educated consumers. Consumers who care about the quality of oud and perfumes. Thus care about their status. Those who follow the cultural trends.
11. Challenges Low brand awareness in a potentially highly lucrative market. An increased perceived differentiation of products is needed.
12. Strategy-The Big Idea Major: Offline Catalogs Online catalog on our website. Minor Increase the number of advertisements on different media (Print, TV, Radio, OOH, Online) Send direct mails to customers using databases. Special offers
13. Catalog Design “Bukhoor” smoke on each page of the catalog. The logo which is the ‘mabkhara’ will have wood incense sticking to it. “Maroon” is the color of our catalog
14. Catalog Layout Easy and interesting for readers to read Each category of perfumes has its own information.
