ANALYSIS OF MARKETING

OF PERFUME
TYBCOM C

Presented By: RAJVI SHAH, ROLL NO: 405

KANISHKA NANDAWAT, ROLL NO: 337

KHUSHI GADA, ROLL NO: 314

JAINAM BAGADIA, ROLL NO: 358

KARISHMA MODI, ROLL NO: 383

 INTRODUCTION
The use of perfumes goes
back
thousands of years. The
Egyptians used plants,
gums, and resins in
religious rites. As the years
went by, scented
substances were used to
enhance body
attractiveness and to make
homes and public places
more pleasant.

Fragrances are considered normal components of our everyday

lives. Many people feel the need to wear a fragrance in order to
feel good: this is probably because there is a connection between
scent and emotion as well as between scent and memory;
moreover, studies have shown that some fragrances can alter
moods and even alleviate anxiety and stress.

Perfumes can be defined as substances that emit and diffuse a

pleasant and fragrant odor. They consist of manmade mixtures of
aromatic chemicals and essential oils. Until the nineteenth
century perfumes were usually composed of natural aromatic oils.
Nowadays, most perfumes are synthetic and may contain many
components.
PERFUME BRANDS WHICH HAVE FAILED:

1. HARLEY DAVIDSON PERFUME FAILURE:- 

‌ arley Davidson had fallen into the trap of thinking that more products
H
equal to more sales. 

‌ hey moved away from their loyal customer base Or they misinterpreted
T
their customer. 

‌ he image of word perfume was completely opposite of image of Harley

T
Davidson. 

Poor new product development practices :- 

i) Strategy :- a) Harley Davidson perfume did not go hand in and with

mission and vision of company. 

b) No NPD goal: They just wanted to sell more and more and extend the
brand. 

c) No product mix appropriateness. 

2. Zippo Perfume:
 Many may not know what the Zippo company is known for, it’s
lighters. It also makes women’s perfume. Some might second-guess

using a perfume made by a company that specializes in making flammable

liquids.

Branding is more than just a pretty name.

It’s about what customers can relate to. It’s
about the feeling they get when they say
the brand name; the image that pops into
their head; and the sensation they have
when using it.

Bic Perfume :-
Bic
is

known as a maker of disposable

lighters, pens, and razors. But
back in 1989, the company
decided it could extend its
brand to French perfume. one-tenth the price of a typical French perfume.
Parfum Bic already is selling briskly in Europe, the company reports. With
this product, Bic hopes to create a whole new low-price perfume category
by advancing the notion of perfume as a product that can be bought and
used spontaneously.If it's gamble had succeeded Parfum Bic didn't succeed.
Within several years, it had disappeared from shelves.

PERFUME BRANDS WHICH HAVE SUCCEEDED:

1. CHANEL 
French Chanel practically wrote the manual when it comes to the best
fragrance. One of the best perfume brands, it’s evolved like a fine wine over
the years, it’s hard to beat Chanel’s signature iris-heavy blends for any
occasion.

Young and spritely like Chanel Chance Eau Tendre’s quince and grapefruit
or demure and timeless like Chanel 19’s narcissus and lily-of-the-valley —
Chanel really does have a fragrance for everyone. Every woman should
have at least one Chanel perfume at home. Chanel is easily one of the most
popular perfume brands in the world.
Chanel perfume is not only the most popular French perfume brands, but in
fact one of the most popular in the world. Founded by Coco Chanel in 1910,
Chanel was in fact the first perfume brand.

 Chanel No. 5 was the world’s first abstract fragrance and remains the most
iconic. Many Chanel fragrances focus on floral and amber notes, with plenty
of signature iris Some of the best channel perfume are :-
Channel no.5 
Paris venise
Channel 1932
Channel chance

1. Fogg

Fogg is one of the Brand from VINI. The brand is the largest in the list of top
perfume brands in India based on the Market share.

Market Share: 16 %
VINI International is an entrepreneurial venture started by Mr. Darshan
Patel, the DNA of Paras Pharmaceuticals ltd, instrumental in creating great
brands like Moov, D’Cold, Set Wet, Ring Guard and Dermi Cool of which
most of them were leaders in their respective categories.

 Fogg is a revolutionary product introduced in the Indian market, back then

people only used deodorants which were usually alcohol-based and alcohol
initially stimulates sweating, but may also temporarily kill bacteria, mainly
they came in as aerosol sprays, which caused a lot of wastage.

Fogg’s idea of deodorant with no gas became extremely popular in India.

3. ENGAGE
ITC has launched Engage Cologne Sprays – a range of exquisite Colognes for
men and women. Engage Cologne Sprays have higher fragrance dosage &
0% Gas – thereby enabling long lasting chemistry. Engage Cologne Sprays
consists 8 exquisitely crafted fragrances – 4 for Men & 4 for Women.

Market Share: 11 %
Engage has introduced a new range of perfume sprays for men & women.
Crafted by international experts this range delivers strong and long lasting
fragrances. This range has been launched in a clear transparent packaging.

In 2017, Engage has introduced a new sub-range in the deodorant space

called “Engage Sport”. These deos have high fragrance concentration that
delivers long lasting freshness when you need it the most. Engage
revolutionises the perfume segment with the launch of Engage ON, a range
of Pocket Perfumes. Engage ON has introduced six fragrances for men and
women.

Engage announced the launch of its first range of premium perfumes

Engage L’amante, crafted for Love, made exquisitely in France. The sensual
and enigmatic feeling of Love in Paris has inspired Engage L’amante. The
melange of the French scents are a celebration of uninhibited, unbridled
spirit of love that Paris is a symbol of. Engage L’amante is available in 2
variants, one for Man & Woman each

4P’S OF THE PERFUME INDUSTRY:

1. HARLEY 1. PRODUCT STRATEGY

DAVIDSON 2. PRICE STRATEGY
3. PLACE AND DISTRIBUTION
STRATEGY
4. PROMOTION STRATEGY
2. ZIPPO 1.PRICE
2. PRODUCT DIVERSIFICATION
3.PROCESS
4. PROMOTION
3.BIC 1.PRICE
2. PHYSICAL ELEMENTS
3. PROMOTION
4.PLACE
4. CHANEL 1. PRODUCT
2. PEOPLE
3. PROCESS
4. PHYSICAL ENVIRONMENT
5. FOGG 1. PRODUCT INNOVATION
2. PRICING APPROACH
3. PROMOTION PLANNING
4. PLACE AND DISTRIBUTION
STRATERGY
6. ENGAGE 1. PROMOTION STRATERGY
2. PACKAGING
3. PLACE
4. PRODUCT BRANDING

REASONS WHY PERFUME BRANDS FAIL:

1. Too many brands offer the same uninspiring product and experience.
The number of fragrance launches is absurd: 2,095 new fragrances
launched globally in 2016. Currently more than 3000 mee fragrances are
launched.Customers are sometimes more inclined to purchase a fragrance
because it’s the latest one or comes with a promotion and less because they
actually like the smell. This does not generate the all-important second
purchase.

2. Consumers aren’t engaging with fragrance like they have in the past.

3. No one’s impressed by celebrity fragrances anymore

The novelty has worn off and people are becoming more cynical of the
same product, different celebrity.

4. The retail experience is dull

For a product that’s so full of glamour, mystery and delight, the perfume
retail experience is largely underwhelming – rows and rows of similar
looking and smelling fragrances that are only differentiated by name.

5. Advertising aesthetics and formats are outdated

No matter how beautiful fragrance is or how pretty those flowers are she’s
prancing around with when you see too much of this sort of imagery, it
loses its appeal and glamour.

6. There’s too much relying on heavily discounted products to shift stock

There’s a fine line between discounting a fragrance so much that it loses all
worth, and pricing it way out of your target customer’s reach.

7. Fragrance is no longer an impressive gift

It previously considered a great product for gifting, is now considered by

consumers to be a risky, or even sometimes a lazy gift idea. Fragrance is
such a personal preference; it can easily go horribly wrong.

REASONS WHY THE PERFUME BRANDS SUCCEED:

Standard Of Quality:
They have a standard of quality maintained in all the batches. The perfume
will smell the same whether you buy scent in India or Dubai. For this, they
use only high-quality ingredients and base. The level of essence is also
maintained with utmost precision.

Unique Fragrance:

Apart from the quality, the aroma also stands out. Each perfume is created
after years of research. Perfumers use all kinds of ingredients for crafting a
new aroma. For a fragrance lover, it is an amazing experience

Luxurious Feel:

When you open the perfume bottle, you can tell it is something special. A
single spray can take you on a ride of joy. With high-quality ingredients
used in making these perfumes, the aroma is delightful. It smells so vivid
and rich, hitting the right notes. If you have never tried any luxury product,
perfume is a good way to start.

Set up Discounts

Everyone loves discounts and special deals. This not only keeps your old
customers loyal to your brand but also attracts new.

Offer discounts on perfumes, especially in the holiday season. Collaborate

with a website that publishes deals on a daily basis, let them post your
products.

Branding

What worked 10 years ago won’t work as well now, so they don’t try and
copy a brand that’s already out there. Coming up with something unique
that taps into the mood of the moment is to brand your new fragrance. That
way you’ll really be able to stand out on the shelves.

CONCLUSIONS
All the perfume marketing strategies
aforementioned will come at a price. The cost for
each method differs. You must have in mind that you
will need some cash for proper marketing.
The cost of production is not as high as the cost of
packaging, advertising, and marketing. What makes
a huge part of the overall cost is branding and
marketing. You may be already making use of these
strategies if you are a known perfume company
already.
In conclusion, there are a variety of factors that will
affect the Perfume industry and these present a
variety of market opportunities. The growth in the
Asian, African and South American markets presents
a new source of revenue as Western Europe and the
US are in maturity and have saturated markets with
an intense competitive environment. The key factors
for success in the fragrance industry involve
developing premium lines, increasing celebrity
endorsements and moving into growth markets.