香料和香水市场研究

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:

• 目标受众特征
• 竞争形势
• 品牌形象特征
• 沟通

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.

有效的市场定位 

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).

创建品牌形象

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.

沟通策略

香水的关键特征是气味，这是无法通过视觉呈现的。这就是为什么沟通信息应该包含某些能够带来与品牌形象积极联想的关键方面。例如，在 DKNY Be Delicious / Red Delicious 系列的广告中展示了苹果，通过明亮的视觉形象呈现香水。在大多数情况下，品牌通过各种抽象类别进行定位，将香水与目标受众的相关价值观联系起来。

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.

最终，需要进行更多的香水市场研究，以研究香水系列的沟通和经济效率。建议评估整体品牌认知度，确定联想阵列，调查所有广告的激励影响，评估品牌吸引力，研究消费者忠诚度，分析制定策略前后财务绩效、声誉和品牌认知的动态。

关于 SIS 香水研究

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. 

我们进行：

• 焦点小组和消费者访谈
• 产品测试
• 香味和气味测试
• 感官研究
• 在线社区
• 调查
• 竞争分析
• 市场机会、规模及进入评估