Efficient advertising strategies for the fragrance market

• Author(s): Correia, Francisco
• Date: 2008
• Persistent ID: http://hdl.handle.net/10362/9504
• Origin: Repositório Institucional da UNL
• Subject(s): Advertising; Fragrance
• Document Type: Master thesis
• Language: English
• Advisor(s): Silveira, Catherine da
• Contributor(s): RUN

Description

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Fragrances are not just a segmented market. It has become diverse market, providing consumers a variety of multi-dimensional experiences. From customized fragrances to celebrity endorsed perfumes, the possibilities in this lucrative industry are endless. As referred by Bized.co.uk: Most of the fragrance houses have been in existence for many years. Moreover, in order to develop their name and the brand image that is associated with it takes many years of investment and careful brand positioning and promotion. This highlights the importance of marketing communication for this market. Actually, “it is usual these days for the bottle, the name, and the advertising campaign of a new scent to be developed well in advance of the fragrance itself (...). It is the siren-song of advertising that leads us to the counter” [1].