Ricerche di mercato su fragranze e profumi

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:

• Caratteristiche del pubblico di destinazione
• Situazione competitiva
• Caratteristiche dell'immagine del marchio
• Comunicazione

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.

Posizionamento efficace sul mercato 

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).

Creazione di un'immagine di 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.

Strategia di comunicazione

La caratteristica cruciale del profumo è il profumo, che è impossibile da presentare visivamente. Ecco perché il messaggio comunicativo dovrebbe contenere alcuni aspetti chiave in grado di suscitare associazioni positive con l'immagine del brand. Ad esempio, le mele vengono visualizzate nella pubblicità della linea DKNY Be Delicious/Red Delicious per presentare una fragranza attraverso un'immagine visiva brillante. Nella maggior parte dei casi i marchi sono posizionati attraverso varie categorie astratte, collegando il profumo con i valori rilevanti del pubblico target.

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.

In definitiva, saranno necessarie ulteriori ricerche di mercato sulle fragranze per studiare l’efficienza comunicativa ed economica di una linea di profumi. È consigliabile stimare la percezione complessiva del marchio, determinare la matrice associativa, indagare l'impatto motivazionale di tutte le pubblicità, stimare l'attrattiva del marchio, studiare la fedeltà dei consumatori, analizzare le dinamiche della performance finanziaria, della reputazione e della percezione del marchio prima e dopo l'elaborazione di una strategia .

Informazioni sulla ricerca sulle fragranze 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. 

Effettuiamo:

• Focus group e interviste ai consumatori
• Test del prodotto
• Test di fragranze e profumi
• Ricerca sensoriale
• Comunità in linea
• Sondaggi
• Analisi competitiva
• Opportunità di mercato, dimensionamento e valutazioni di ingresso