Fusion is a new generation perfume with mesmerizing fragrance. It is extremely popular among elites’ circles in developed countries. Presently, it is available in 150ml, 180ml, and 200-ml premium packaging. Now Fusion wants to extend to Muslim countries like UAE, Saudi Arabia, Pakistan, Turkey, and the Middle East. Muslim countries in general, do not like perfumes with alcoholic contents for religious reasons. It is also likely that Fusion will face resistance from customers due to its high ethanol (Alcohol) contents. You have been hired as Marketing Manager to expand Fusion in Pakistan. What changes do you think Fusion should make in Product (and its package) to make this good product acceptable in Pakistan? Fusion is a very expensive product that will be hard to buy for the people in Pakistan. What changes do you think should be brought in 4P’s to make it affordable for customers? (Caution: lowering prices may signal poor quality) There are other similar perfumes available in the market. How would you position Fusion in Pakistan given other similar products and differentiate Fusion from the rest? (Point of parity vs point of difference) Draw value map discussed in the class, where do you think Fusion can be placed? How can we evaluate the value Fusion provide to the customers?
Fusion is a new generation perfume with mesmerizing fragrance. It is extremely popular among elites’ circles in developed countries. Presently, it is available in 150ml, 180ml, and 200-ml premium packaging. Now Fusion wants to extend to Muslim countries like UAE, Saudi Arabia, Pakistan, Turkey, and the Middle East. Muslim countries in general, do not like perfumes with alcoholic contents for religious reasons. It is also likely that Fusion will face resistance from customers due to its high ethanol (Alcohol) contents. You have been hired as Marketing Manager to expand Fusion in Pakistan. What changes do you think Fusion should make in Product (and its package) to make this good product acceptable in Pakistan? Fusion is a very expensive product that will be hard to buy for the people in Pakistan. What changes do you think should be brought in 4P’s to make it affordable for customers? (Caution: lowering prices may signal poor quality) There are other similar perfumes available in the market. How would you position Fusion in Pakistan given other similar products and differentiate Fusion from the rest? (Point of parity vs point of difference) Draw value map discussed in the class, where do you think Fusion can be placed? How can we evaluate the value Fusion provide to the customers?
Chapter18: Personal Selling And Sales Promotion
Section18.2: Mistine’s Mystique: Great Promotional Strategies
Problem 2C
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Question
Fusion is a new generation perfume with mesmerizing fragrance. It is extremely popular among elites’ circles in developed countries. Presently, it is available in 150ml, 180ml, and 200-ml premium packaging. Now Fusion wants to extend to Muslim countries like UAE, Saudi Arabia, Pakistan, Turkey, and the Middle East. Muslim countries in general, do not like perfumes with alcoholic contents for religious reasons. It is also likely that Fusion will face resistance from customers due to its high ethanol (Alcohol) contents. You have been hired as Marketing Manager to expand Fusion in Pakistan.
- What changes do you think Fusion should make in Product (and its package) to make this good product acceptable in Pakistan?
- Fusion is a very expensive product that will be hard to buy for the people in Pakistan. What changes do you think should be brought in 4P’s to make it affordable for customers? (Caution: lowering prices may signal poor quality)
- There are other similar perfumes available in the market. How would you position Fusion in Pakistan given other similar products and differentiate Fusion from the rest? (Point of parity vs point of difference)
- Draw value map discussed in the class, where do you think Fusion can be placed? How can we evaluate the value Fusion provide to the customers?
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