How to sell successfully a perfume in the non-selective market?

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

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.