Case study 2

BRAINSTORMING SESSION

1. Which 10 countries should be chosen for the launch?

We are going to launch them on France, USA, Germany, Spain, Switzerland, Mexico, Italy, Russia,
Japan, London.

2. Does Physique need a new name? If so, what?

No.

3. Should Physique continue be targeted at the 30-40 age group? If not, what age group should
it target?

No, Physique should focus in younger ages. For example, in a range of 17-40 years.

4. Should Physique continue to be positioned as a premium fragrance, or should HCC market it

as a mass fragrance, with a different pricing structure?

We think it is better as a mass fragrance, because it is faster to enter in the market, to be more
known and to sell more.

5. The container of Physique must be changed. How should the new container look? Plan the
new packaging (shape, design, materials).

Yes, they should consider a new look.

Shape: Diamond

Design: Black Matte with silver details. Cursive letters.

Materials: Glass and metal.

6. Price: Are the present pricing levels appropriate? Should HCC offer a cheaper version of
Physique for emerging markets?

The pricing levels are not very appropriate; they are very expensive. They should offer a cheaper
version.

7. Distribution: Should HCC continue to sell the fragrance in exclusive outlets in overseas
markets, or should it use a wider variety of outlets? If so, what sort of outlets should it choose?

They should sell in more outlets such as, San Marcos, Outlet Village Belaya Dach, Serravalle
Designer Outlet, etc.

8. Promotion: Who should be the international ambassador(s) for the brand? What special
promotions could HCC organize in the overseas markets?

The promotions they should do are: If you buy the bigger fragrance, you can get the smaller on
half price.

And if you buy two fragrances of any size, you get the smaller one free.
9. Physique needs a new slogan. Ideas?

“Physique, smell like real men.”

10. Manufacture: Is it now time to manufacture the fragrance in low-cost countries? If so, which
countries would be suitable?

Yes, such as Mexico.

 Point Discussion Action
1. Countries launch. We decided to launch the Fer, March 6.
perfumes in more countries,
such as: France, USA, Germany,
Spain, Switzerland, Mexico,
Italy, Russia, Japan, London.

2. Company name. We think Physique is a good Jp, March 18.

name, and we shouldn’t change
it.
3. Age target. Physique should focus in Pimentel, April 2.
younger ages, in a range of 17-
40 years.
4. Type of market . It is better if physique is a mass Jp, April 5.
market, to be more known and
sell more.
5. Container look . The container should be in form Fer, April 10.
as a diamond and black matte,
with silver details.
6. Price. We think that the price is too Pimentel, April 30.
expensive, so we decided to
lower the price.
7. Distribution. They should sell in more outlets Jp, May 15.
such as, San Marcos, Outlet
Village Belaya Dach, Serravalle
Designer Outlet, etc.

8. Promotion. The promotions they should do Fer, May 22.

are: If you buy the bigger
fragrance, you can get the
smaller on half price.
And if you buy two fragrances
of any size, you get the smaller
one free.

9. Slogan. The slogan is: “Physique, smell Pimentel, May 24.

like real men.”

10. Manufacture. Mexico can be a great Pimentel, May 28.

opportunity to launch the
perfume.