How can fragrance remain a luxury product? : strategy and challenges of alternative perfumery | |
| Author | Luret, Jessica |
| Call Number | AIT RSPR no.SM-15-11 |
| Subject(s) | Perfumes--Marketing Marketing research |
| Note | A research submitted in partial fulfilment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-15-11 |
| Abstract | The singularity of the product and theleading selective aspect of the distribution channel place fragrance as a luxurious good. However perfume is being trivialized with the expansion of mass - market low - end products, troubling the perfumery Houses that put great effort into highlighting the premium aspect of their creations. Our study will question whether perfume should still be considered as a luxury good. We will show how p erfumery companies can legitimately have their creations outstand from t he m ass - market in a premium mater. We will therefore study the widespread rise of alternative perfumery based on exclusivity of products and customer experience , which counters the “mass - marketization” tendency of fragrances . Our aim is to extract recommenda tions from this alternative perfumery’s mind - set to implement into the strategy of leading actors of the market. The scope of the report will include an understanding of the meaning of luxury positioning, the specificities of perfume as a product , expectations of consumers towards this product, and the alternative perfumery tendencies. We will base the study on field researc h by extracting qualitative data to understand the reality of the market and of the customer expectations |
| Year | 2015 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-15-11 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Igel, Barbara; |
| Examination Committee(s) | Badir, Yuosre;Kritsadarat Wattanasuwan; |
| Degree | Research report (M. BA.) - Asian Institute of Technology, 2015 |