Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Marketing scents
Title
Marketing scents
Author
Dorfling, Tamzyn; Sutherland, Margie
Pages
11
Product Type
Reference #
G-CS-02-05
Teaching Note
Institute
Setting
Year
2005
Keywords
Marketing; Perfume industry; Value proposition; Distribution channels
Summary/
Abstract
Abstract
Susan Mawer, a group marketing manager for African Sales Company, needs to outline the organisation’s value proposition for an upcoming executive meeting of this small distributor and wholesaler company in the fine fragrance industry in South Africa. She is struggling to develop a suitable value proposition that balances the divergent requirements of three different stakeholder groups, including suppliers, retailers and consumers. The case provides an opportunity to explore issues of positioning, brand management, stakeholder and channel management, distribution, counterfeit goods and intellectual property rights. This is a factual case.
The Impact of AABS Video
"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
