Perfumeries that were globally well-known have targeted the Middle East market as the region to develop business. Aggressive rivalry is extreme among these global players along with numerous recognized local perfumeries including the Kingdom of Saudi Arabia, the House of Ajmal, and Swiss Arabia. Social media’s promotion involved celebrities, for example Britney Spears, which made the UAE a popular venue for promotion of new perfume brands. The advertising stations that are growing are shifting away from high-end department stores to mass merchandisers and duty free airport stores. This case compares these targeted strategies of the local perfumeries with focus towards assessing whether the local perfumeries are fully utilizing their market opportunities.
This is just an excerpt. This case is about Leadership and Managing People.
PUBLICATION DATE: November 12, 2013 PRODUCT #: TB0337-PDF-ENG
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