Parfüm- und Duftstoffmarktforschung

The fragrance market is saturated with trendy novelties from many brands around the world. It is difficult to attract consumer attention because all niches are occupied by experienced and famous manufacturers. Launching a new brand requires significant effort and resources.

Accordingly, the most important resource for brand promotion is marketing information. It is the data provided by Fragrance / Perfume Market Research that will help develop a strategy to create a competitive brand.

The following topics are crucial to creating a new fragrance line:

• Funktionen für die Zielgruppe
• Wettbewerbssituation
• Merkmale des Markenimages
• Kommunikation

Social-demographic and psychographic features of the target audience will allow fragrance / perfume market research companies to prepare a unique commercial proposal, based on potential consumer taste, preferences and values.

SIS International will be able to determine key communication stages and convey the brand concept to end consumers. The choice of the target group largely depends on age and gender peculiarities. For instance, most women prefer light flowery or spicy fragrances, whereas men like strong citrus, tobacco or woody accents. At the same time, there are unisex perfume lines — the target audience of such brands depends on temperamental attributes. This is why a consumer psychographic portrait will be required.

Effektive Marktpositionierung 

In order to define these advantages, competitive situation analysis and analysis of competitors are necessary. These allow a company to define key factors that are vital for conceptual positioning. The competitive advantages of a fragrance line will make it possible to occupy a certain market niche.

For example, the original fragrance of Armani men’s perfume has enjoyed stable popularity throughout the world for many years thanks to a very distinctive fragrance. In a similar manner, women’s fragrances (such as Armani Code) are well perceived because of the competitive advantages provided by the Armani brand (halo effect).

Erstellen eines Markenimages

it is necessary to determine what features are vital for consumers and whether they are contained in the primary brand. Most consumers mention the importance of such characteristics as fragrance, fragrance duration, prestige, exclusiveness, popularity, and so on. All of these characteristics may be clearly defined through a comprehensive study of consumers’ attitude to the brand, perception of the brand within the competitive environment, brand attributes, and degree of confidence to brand image.

Kommunikationsstrategie

Das entscheidende Parfümmerkmal ist der Duft, der sich nicht visuell darstellen lässt. Deshalb sollte die Kommunikationsbotschaft bestimmte Schlüsselaspekte enthalten, die positive Assoziationen mit dem Markenimage hervorrufen können. So werden beispielsweise in der Werbung der DKNY Be Delicious / Red Delicious-Linie Äpfel gezeigt, um einen Duft durch ein leuchtendes visuelles Bild zu präsentieren. In den meisten Fällen werden Marken durch verschiedene abstrakte Kategorien positioniert, die Parfüm mit relevanten Werten der Zielgruppe verbinden.

Thus, preparatory stages based on fragrance market research results will help the brand to occupy a steady share of the market, minimize competition-related risks, and ensure a stable consumer inflow. As soon as all of the necessary stages are covered, the emergence of a new powerful perfume brand may be observed in the market.

Letztendlich wird mehr Marktforschung im Bereich der Düfte erforderlich sein, um die kommunikative und wirtschaftliche Effizienz einer Parfümlinie zu untersuchen. Es ist ratsam, die allgemeine Markenwahrnehmung abzuschätzen, die assoziative Bandbreite zu bestimmen, die motivierende Wirkung aller Anzeigen zu untersuchen, die Markenattraktivität abzuschätzen, die Kundentreue zu untersuchen und die Dynamik der finanziellen Leistung, des Rufs und der Wahrnehmung der Marke vor und nach der Entwicklung einer Strategie zu analysieren.

Über SIS Fragrance Research

SIS International Research is the leading provider in global market research and strategy. Founded over 40+ years ago, SIS has extensive experience in conducting Qualitative, Quantitative and Strategy Research. With a presence in over 120 countries and continually expanding, SIS manages state-of-the-art focus groups and in-depth interview facilities to provide comprehensive data for our clients. We maintain an extensive database filled with qualified recruits, all experts in their particular industry. 

Wir führen durch:

• Fokusgruppen und Verbraucherinterviews
• Produkttest
• Duft- und Geruchstests
• Sensorische Forschung
• Online-Communitys
• Umfragen
• Wettbewerbsanalyse
• Marktchancen, Marktgrößen und Markteintrittsbewertungen