arabian oud slides
TRANSCRIPT
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
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.