BRAINSTORMING SESSION

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

We decided to choose 5 countries in emerging markets in Asia for the launch such as: China, Japan,
Korea, Malaysia and Thailand.

The other 5 countries that near France are Germany, Italy, Spain, the UK and the US also be chosen for
the launch. These countries have high GDP and similar tastes to France.

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

Yes, because if we introduce the product in other countries the age group can change, so if the perfume
is for younger people maybe an attractive name would be better. It could be “jesuick” or “sexy blonch”.

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

We should extend the targeted age group from 25 and above because men at 25 would spend more for
their appearance, interested, to feel more confident and mature.

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

mass fragrance, whit a different pricing structure?

Physique continue to be positioned as a premier fragrance because of the brand identity and the brand
value. Customers not only choose the product for its quality but also its brand.

5.       The container of Physic must be changed. How should the new container look?

We can keep the container’s material but the shape and the design should be changed. The lid color is
black, the shape is turn into short and squared bottle, glass appearances, dark or grey oxford. And the
brand name is from the top to the bottom.

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

HCC is providing premium fragrance so the company would not produce a cheaper version of Physique
which could affect to HCC’s brand identity.

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?

Using a wider variety of outlets is the ideal condition to achieve international recognition. Due to having
more outlets, our products could be able to approach new potential customers. HR plan to research
well-known mall with central location which in the countries we are planning to launch.

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

International brand ambassador should choose a masculine, adventurous and energetic man who are
well-known worldwide.

Special offers can include new user discounts, sample giveaways and special price (Like buy one get one
free or $20 off when you buy $100) activities.

9.       Physique needs a new slogan, Ideas?

We agreed to have a new slogan to native language for each different country in order to capture the
customer’s attention.

We consider that it is essential that the slogan be written in the same language in the goal market. It
should be clear and understandable by to keep a space in the customers’ mind.

Action: Marketing Department

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

It’s time to manufacture the fragrance in low cost countries like China, Vietnam, India, Bolivia, etc. The
aim is to lower product costs and better production techniques.