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How to sell successfully a perfume in the non-selective market?
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Orientador(es)
Resumo(s)
This document presents a market research on the positioning of perfumes in the non selective
market. This project’s main goal had been to analyze the challenge of “successfully selling a
perfume in the non-selective market” in order to propose potential solutions. To address this
marketing problem, an exploratory research had been conducted (20 In Depth interviews) along with
four semi-structured interviews with market experts to consolidate the consumers’ outputs. Although
this research had confirmed a high complexity behind consumers’ attitudes towards a perfume, we
believe there are great opportunities in the non-selective perfumery. As a consequence, we
recommend a further study on some of the hypothesis build up throughout this research: on other
products to “get perfumed”; on the already strong mass market brand’s potential extensions; on the
establishment of another way of talking about the perfume and on the replacement of the myth with
an absolutely unique idea.
Descrição
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
Palavras-chave
Fragrance market Non-selective channel Consumers' perspective Market expert's perspective