Swarnajit Saha

PGP10100

Case: Parfum Nineveh

As Naureddine Naybet, will you launch your perfume in Canada?

In the case Naureddine Naybet intend to expand her business, Parfum Nineveh to Canada. It
is a Moroccan corporation thus, before investing in Canada she wanted to analyze that if the
consumer behavior of Canada is similar to Morocco towards perfume.
And to do the market research, she hired Herkimer Enslow Associates and finalized the
research objectives, questions and hypothesis at a meeting in Toronto.
The market research started by conducting focus group study on Canadian women
attending Canadian universities. Later, the complete case revolve around the discussion
happened in focus group activity. Some of the key elements understood from the activity
are as follows:
o Smell matters more than price however, it does not hold true when they purchase it
for someone else.
o Looks of the bottle matter when you are gifting it and they purchase similar type of
fragrance that another person prefers.
o Brand ambassador matters a lot while purchasing a perfume. Most importantly when
they don’t like the brand ambassador, they avoid to purchase the perfume that they
advertise.
o They like varieties in perfume for different occasions like in different seasons,
different time of day etc.
o They relate themselves with the smell of perfume. They want their perfume to
portray the personality of the wearer.
o Advertisements doesn’t impact that much that they want to purchase the perfume
then and there. However, it definitely leaves some impact which might kick them to
purchase it when they see it somewhere.
o There was not much loyalty towards perfume brands. Their purchase depends on the
smell, price and others opinions.
Above are some key takeaways from the focus group discussion however, it is not enough to
take any decision. Above is the response of only five Canadian people which is not enough.
Further much more people involvement is required along with different ways of research.
Only after extensive market research I can decide on what to do.