Meriam FahmyArwaAyseFerdosAhmed

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

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

Fragrance Gallery

• Sprays

• Oil Blends

• Pure Oud Oils

• Oud

• Other Lines

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.

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).

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.

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.

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.

Challenges

• Low brand awareness in a potentially highly lucrative market.

• An increased perceived differentiation of products is needed.

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

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

Catalog Layout

• Easy and interesting for readers to read

• Each category of perfumes has its own information.

Thank YouAny Questions?