Al Haramain Perfumes competitive analysis

Al Haramain Perfumes

Who are we?

21st Century BrandingCorporate and brand identity programs are an expression and reflection of the brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, & suppliers .

Visual identities are the single most important emblem of business through communication. It should be simple, powerful and easily reproduced and recalled by millions of people.

However, In our virtual world, the rules are constantly reinvented, visual identities can no longer be static. A brand is more than just a logo.

Instead we must create a customer centric, flexible, multi-sensory experiences beyond the product. We’re not designing logos, but engaging and compelling experiences!

Our brand is our image as seen form the outside. Our brand is who we are – our strengths, integrity and reputation. It’s not just the logo, but also the emotional response it triggers.

It is the reason why employees and customers talk about a company. Brand building is a process that establishes and solidifies a relationship between a company, its employees, and its customers.

For example, take Starbucks. When you think of Starbucks, several images come to mind, even if you’re not a coffee drinker : Designer coffee, expensive, casual atmosphere, available everywhere, green logo, etc. It’s not an accident that all these images come to mind. Starbucks created these brand qualities to distinguish themselves from other companies.

A well-defined, well-positioned, strong brand will influence employees and customers to think of Al Haramain with positive brand attributes: quality, dependability, trust, reliability.

What do we think of when we think Al Haramain?

StrategyThe core strategy of a branding plan is to clearly identify the brand message and communicate it consistently through design and persuasive copywriting. To reach this point, a brand assessment is required.

Define & Assess

Strategic Planning

Creative Approach Design Execution Analysis

DEFINE & ASSESS

The core strategy of a branding plan is to clearly identify the brand message and communicate it consistently through design and persuasive copywriting. To reach this point, a brand assessment is required.

To position Haramain as a leader in the perfume marketplace, both employees and customers must be part of the Define & Assess phase. Research is a basic step in the development of a successful brand.

1. Define & Assess

Conduct data gathering (interviews, emails, or workshops)

Define target audience Review existing materials Obtain competitive intelligence Identify Company Touchpoints

Ajmal – Ethnic Chic

Rasasi – Unique FragrancesArabian HeritageTrad. knowledge

Swiss Arabian – Fragrance as communication tool

Source : http://www.ajmalperfume.com/upload_images/clippings/pdf/1310379195.pdf

Source: http://www.slideshare.net/shantanu.sengupta/rasasi-perfumes-retail-brand-development

Source: http://whisperny.com/work/item/88-swiss-arabian-the-retail-experience.html

Amouage.com – Amouage is devoted to creating finely blended perfumes with the highest quality of rare and luxurious ingredients, sourced from around the world.

AJMAL

Colors Used: Black, Gold

Website:

RASASI

SWISS ARABIAN

AMOUAGE

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

AMOUAGE

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

AMOUAGE

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

AJMAL

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

AMOUAGE

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

AJMALRASASI

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

AMOUAGE

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

AJMALRASASISWISS ARABIAN

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

AMOUAGE

Market SegmentLu

xury

Mid

Ran

geVa

lue

Heritage New Segment Western

AJMALRASASISWISS ARABIAN

Nabeel

•Exclusive•Empress•Majestic•Sheikh

•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure

•Affaf•Marwah•Haneen

•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija

•Urbanist•Maxd•Blackstone•Shades

•Makkah,•Madina•Badar•Bukhoor

•Sheikha•Labiba•Shefon•Tohfa

•A1•Beauty•Silky•Urbanist

Market Segment

Luxu

ryM

id R

ange

Valu

e

Heritage New Segment Western

AJMAL

AMOUAGE

RASASISWISS ARABIAN

Nabeel

Number of GCC companies we’re competing with in each segment.

2 2

3 3

4 4 2

2

1

The problem isMost of our current material is not geared

towards any audience. This is apparent in every aspect of our communication. From perfume names to graphics, and even colors

The problem is also apparent in the disparate ways our stores are designed to the what we show to customers on tv.

Examples that target the intended audience: