향수 및 향수 시장 조사

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:

• 대상 고객 기능
• 경쟁 상황
• 브랜드 이미지 특징
• 의사소통

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.

효과적인 시장 포지셔닝 

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).

브랜드 이미지 만들기

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.

커뮤니케이션 전략

향수의 가장 중요한 특징은 시각적으로 표현할 수 없는 향기입니다. 이것이 바로 의사소통 메시지가 브랜드 이미지와 긍정적인 연관성을 가져올 수 있는 특정 핵심 측면을 포함해야 하는 이유입니다. 예를 들어, DKNY Be Delicious / Red Delicious 라인의 광고에는 사과를 노출시켜 밝은 시각적 이미지를 통해 향기를 선사합니다. 대부분의 경우 브랜드는 향수를 대상 고객의 관련 가치와 연결하는 다양한 추상 카테고리를 통해 포지셔닝됩니다.

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.

궁극적으로 향수 라인의 의사소통 및 경제적 효율성을 연구하려면 더 많은 향수 시장 조사가 필요할 것입니다. 전반적인 브랜드 인지도 추정, 연관 배열 결정, 모든 광고의 동기 부여 영향 조사, 브랜드 매력도 추정, 소비자 충성도 연구, 전략 수립 전후의 재무 성과, 평판 및 브랜드 인지도의 역학을 분석하는 것이 좋습니다. .

SIS 향수 연구 소개

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. 

우리는 다음을 수행합니다:

• 포커스 그룹 및 소비자 인터뷰
• 제품 테스트
• 향기 및 향기 테스트
• 감각 연구
• 온라인 커뮤니티
• 설문조사
• 경쟁 분석
• 시장 기회, 규모 및 진입 평가