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