フレグランスと香水の市場調査

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:

• ターゲットオーディエンスの特徴
• 競争状況
• ブランドイメージの特徴
• コミュニケーション

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.

効果的な市場ポジショニング 

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).

ブランドイメージの創造

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.

コミュニケーション戦略

香水の重要な特徴は香りですが、これを視覚的に表現することは不可能です。そのため、コミュニケーション メッセージには、ブランド イメージとの肯定的な連想を生む特定の重要な要素が含まれている必要があります。たとえば、DKNY Be Delicious / Red Delicious ラインの広告では、明るい視覚イメージを通じて香りを表現するためにリンゴが使用されています。ほとんどの場合、ブランドはさまざまな抽象的なカテゴリを通じて位置付けられ、香水をターゲット ユーザーの関連する価値観と結び付けています。

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.

最終的には、香水ラインのコミュニケーションと経済効率を研究するために、より多くのフレグランス市場調査が必要になります。全体的なブランド認知を推定し、連想配列を決定し、すべての広告の動機付けの影響を調査し、ブランドの魅力を推定し、消費者の忠誠心を研究し、戦略が考案される前と後のブランドの財務実績、評判、認知のダイナミクスを分析することをお勧めします。

SISフレグランスリサーチについて

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. 

私たちは以下を実施します:

• フォーカスグループと消費者インタビュー
• 製品テスト
• 香りと香りのテスト
• 感覚研究
• オンラインコミュニティ
• 調査
• 競合分析
• 市場機会、規模、参入評価