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)
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?
Introduction
Positioning refers to to a strategic strategy of a company in which it decides how it will make its brand recognizable or want it to get known among the customers. Through a positioning strategy, a company decides what factor will be known of the brand by the customers.
When a company has to take decisions regarding the weak positioning of a company, it should determine who are their target markets and understand what their customers actually want from the brand. For example, the customers nowadays are more inclined towards companies that are sustainable, thus in this case you will have to position your company as one which is socially and environmentally conscious and its operations do not harm to society in any way.
- Fusion in order be successful in the Muslim countries will have to modify the contents of its perfumes and remove the alcoholic content from them. Proper information about the product that it does not includes any alcoholic content should be given in the packaging of the product. This will help the Muslim customers to know that the product they are purchasing does not contains alcohol. The company will have to also emphasize this product change in its advertisements to change the perception of the people.
- The company Fusion does not need to lower the prices for its product. It will need to modify its pricing strategy from Premium Pricing strategy to Value-based pricing in which prices will be charges according to the value of the product. This will be acceptable by the customers as they will be satisfied with the fact they are getting the value for the money they are paying to the seller.
- To differentiate Fusion from other perfume selling companies in the market it can position itself as a company that sells exotic fragrances at an affordable price. Some POP may be the Brand Equity of the company and affordable pricing. The POD can be limited range fragrances and a weapon of seduction.
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