Marktonderzoek naar geuren en parfums

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:

• Doelgroepfuncties
• Concurrentiesituatie
• Merkimago-kenmerken
• Mededeling

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.

Effectieve marktpositionering 

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).

Een merkimago creëren

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.

Communicatiestrategie

De cruciale parfumeigenschap is geur, die onmogelijk visueel gepresenteerd kan worden. Daarom moet de communicatieve boodschap bepaalde sleutelaspecten bevatten die positieve associaties met het merkimago kunnen oproepen. Zo worden appels bijvoorbeeld getoond in reclame voor de DKNY Be Delicious / Red Delicious-lijn om een geur te presenteren via een helder visueel beeld. In de meeste gevallen worden merken gepositioneerd via verschillende abstracte categorieën, waarbij parfum wordt verbonden met relevante waarden van het doelpubliek.

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.

Uiteindelijk zal er meer marktonderzoek naar parfums nodig zijn om de communicatieve en economische efficiëntie van een parfumlijn te bestuderen. Het is raadzaam om de algehele merkperceptie te schatten, de associatieve array te bepalen, de motiverende impact van alle advertenties te onderzoeken, de aantrekkelijkheid van het merk te schatten, de loyaliteit van de consument te bestuderen, de dynamiek van financiële prestaties, reputatie en perceptie van het merk te analyseren voor en nadat een strategie is bedacht.

Over 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. 

Wij voeren uit:

• Focusgroepen en consumenteninterviews
• Producttesten
• Geur- en geurtesten
• Zintuiglijk onderzoek
• Online gemeenschappen
• Enquêtes
• Concurrentieanalyse
• Marktkansen, omvang en toetredingsbeoordelingen