Parfum

nineveh
“THE MANGEMENT
PRODIGY”
Chandan(08)
Nadeem(13)
Nikhil(17)
Sandeep(30)
 Introduction

•Parfum Nineveh is a Morrocon Corporation

•It is a company dealing in perfumes
•Has an existing line of perfumes trading in
Morrocco
•Trying to launch its product line in
Canadian market
•Considered the difference in consumer
behavior in Canada
•Hired Herkimer Enslow Associates for
conducting a marketing research
 Consumer Models

vAn economic view

§Price is an important factor in the decision
process of buying a perfume
§
vA passive view
§It is a low involvement product so the purchase is
based mainly on impulse
•

vAn emotional view

§There is an emotional attachment with this
product as it is related with the personality and
love seeking.
Stages in the Consumer
Decision Making Process
 Attributes effecting the
purchase decision

vWhen buying for self:

•Smell
•Price
•Personality Match
•Uncommon
•Long Lasting
•Sexual Arousal
•

vWhen buying as a gift:

•Everything else except price and the person for
whom the purchase is done matters.
 Consumer buying behavior
matrix

In v o lv e m e n t

Low High
Bra n d in f o rm a t io n s e e k in g

h
e ve
n
Low Ni
um
r f
Pa

High
 What should parfum nineveh do
….???

•Should focus most on fragrance and price

•Visibility
•Ads in magazines and TV
•Attractive bottling
•Regular introduction of new variants
•Added benefits should be given
•Gift packs should be launched
•Operant conditioning: as done by the a perfume
company which associated it with the “Happy
Happy” song
•

•
THANK YOU