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BRAINSTORMING SESSION
We are going to launch them on France, USA, Germany, Spain, Switzerland, Mexico, Italy, Russia,
Japan, London.
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.
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).
Shape: Diamond
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?
10. Manufacture: Is it now time to manufacture the fragrance in low-cost countries? If so, which
countries would be suitable?