Fragrance Obsessed Dealers Discussion
QUESTIONS:
Answer the below questions based on the course material, your own experience and information search on the internet and in academic sources from the AOU e-library.(i.e. companies’ webpages, AOU e-library databases…)
Question 1: (300 words)
Brazil is the fastest growing fragrance market on earth. The people love anything perfumed. Everyone who can spends something on scented products, from perfume to air fresheners to toilet cleaners.
For the fragrance industry, Brazil is the perfect storm. Even car dealers are fragrance-obsessed. From Aston Martin dealership to toilet cleaners, everybody wants a good smell. Givaudan is among the big companies in Brazil that are competing in the fragrance business. Scented washing detergent is one of Givaudan’s products being marketed to low-income consumers.
The magical moments-real example:
In the North of Brazil lives very low-income consumers; there was a couple with four kids. The six of them would share the two beds. And although they were extremely poor, one of the best moments their day was when they went to bed. Why? Because they owned just one bed sheet for each bed, but the woman would wash it every day. This washing powder would make the bed sheet very clean, and above all, perfumed. It was a way for her of inclusion, to be able to afford. If she could not afford perfume itself, fragrance would come through products that she used in the house.
Required:
- Discuss the main ethical issues related to consumers from marketing in a global context.
- Do you think the poor consumers of the fragranced laundry detergent could be considered vulnerable consumers in this instance? Discuss why, or why not.
Question 2: (300 words)
Change management is a systematic approach to dealing with the transformation and changes of organizations goals, processes or technologies. During the times of change, people tend to resist change and stick to old processes and habits.
Write an essay to discuss the following:
- Why is it important for businesses to change?
- What are the main reasons for people to resist change?
- Link the above discussion to the current situation of employee working remotely due to COVID-19. How were organizations able to cope with the new situation? Support your discussion with relevant examples.
Question 3: (300 words)
An employer brand describes the essence of what it means to be an employee of your company. Your employer brand sets your company apart from all the other employers out there. The purpose of an employer brand is to describe the type of employees who will be successful at your company, and the kinds of employee traits you want your employees to encompass. It also serves to describe why your company is a great place to work.
For Apple, the “Think Different” commercial presents an emotionally compelling story, clearly identifying Apple’s employment brand. Who fits in at Apple? Those who have a rebel streak. Creative people who take risks. People who do things against the grain, somewhat counterculture. Those not defined by failure. Essentially, people who think different.
Required:
Explain what is meant by internal marketing and evaluate how it enables companies like Apple reach their goals. (hint: benefits of internal marketing)