Marketing mix. The integration of consumer input in the process of fine fragrance development

This paper describes the final phases of consumer testing utilizing marketing mix studies conducted for many fragrance marketers and/or developers.

Marketing mix. The integration of consumer input in the process of fine fragrance development

Michael H. SandlerResearch 100, United States

BACKGROUND

Once our clients, who may be marketers or fragrance companies, have decided on the submission or submissions to be tested, Research 100 is contacted to conduct a Marketing Mix Study. At our organization, this study is designed to evaluate the different elements involved in successfully marketing a fragrance and helps determine how well they work together.

A few of the fragrances we have helped bring to market include Vanderbilt, Tiffany, Safari, Red, Opium, Jardines de Bagattelle, L'Arte...

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