Estudios de mercado sobre fragancias y perfumes

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:

• Funciones del público objetivo
• Situación competitiva
• Características de la imagen de marca
• Comunicación

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.

Posicionamiento efectivo en el mercado 

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).

Creando una imagen de marca

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.

Estrategia de comunicación

La característica crucial del perfume es el aroma, que es imposible de presentar visualmente. Es por ello que el mensaje comunicativo debe contener ciertos aspectos clave capaces de provocar asociaciones positivas con la imagen de marca. Por ejemplo, las manzanas se muestran en la publicidad de la línea DKNY Be Delicious/Red Delicious para presentar una fragancia a través de una imagen visual brillante. En la mayoría de los casos, las marcas se posicionan a través de varias categorías abstractas, conectando el perfume con valores relevantes del público objetivo.

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.

En última instancia, será necesaria más investigación del mercado de fragancias para estudiar la eficiencia comunicativa y económica de una línea de perfumes. Es aconsejable estimar la percepción general de la marca, determinar la matriz asociativa, investigar el impacto motivacional de todos los anuncios, estimar el atractivo de la marca, estudiar la lealtad del consumidor, analizar la dinámica del desempeño financiero, la reputación y la percepción de la marca antes y después de diseñar una estrategia. .

Acerca de la investigación de fragancias de SIS

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. 

Realizamos:

• Grupos focales y entrevistas con consumidores
• Pruebas de producto
• Pruebas de fragancias y aromas
• Investigación sensorial
• Comunidades en línea
• Encuestas
• Análisis competitivo
• Evaluaciones de oportunidades de mercado, dimensionamiento y entrada