香精香料市場研究

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:

• 目標受眾特徵
• 競爭情勢
• 品牌形象特徵
• 溝通

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.

有效的市場定位 

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).

塑造品牌形象

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.

溝通策略

香水最重要的特徵是氣味，而氣味是無法用視覺來呈現的。這就是為什麼溝通訊息應該包含能夠與品牌形象產生正面聯繫的某些關鍵面向。例如，DKNY Be Delicious / Red Delicious 系列的廣告中展示了蘋果，透過明亮的視覺形象呈現香味。在大多數情況下，品牌透過各種抽象類別進行定位，將香水與目標受眾的相關價值觀連結起來。

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，需要進行更多的香水市場研究來研究香水系列的傳播和經濟效率。建議在製定策略之前和之後估計整體品牌認知，確定關聯陣列，調查所有廣告的動機影響，估計品牌吸引力，研究消費者忠誠度，分析財務績效、聲譽和品牌認知的動態。

關於 SIS 香料研究

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. 

我們進行：

• 焦點小組和消費者訪談
• 產品測試
• 香味和氣味測試
• 感官研究
• 網路社群
• 調查
• 競品分析
• 市場機會、規模和進入評估