Resources Library by ANA

Revue Française du Marketing (Julliet 2009)

Nous avons retenu cinq articles pour ce numéro de sujets variés. Ils traitent:- D' une méthode d'analyse qualitative fondée sur la narration d'histoires;- Des conséquences en termes d'organisation et de stratégie, de l'effacement...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

July 1, 2009

Developing fragrances for developing markets

This presentation describes the work that has been done by Givaudan in putting together best practices and shared knowledge in developing fragrances for developing markets. The outcome is shown in the form of small case studies that underline...

Catalogue: Fragrance 2009: The Trends Mistral

Authors: Maurizio Volpi, Emmanuelle Constantino, Thomas Inglesant

Company: Givaudan

June 26, 2009

The fragrance cocktail

The unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers: a 'premium segment' that has been introduced just twenty years ago. This presentation describes how Russian women...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Frédéric Miedzinski

Company: Open Air

June 26, 2009

Fragrance innovation

This presentation aims at presenting a new method allowing understanding consumer perception of one specific shower gels universe. It shows the interest of using this new method, free sorting, to fulfill the marketing and market research knowledge...

Catalogue: Fragrance 2009: The Trends Mistral

Authors: Lise Dreyfuss, Sylvie Danilo, Claire Garrel

June 26, 2009

Scent as rich communicator for brand identity

This presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research. Bearing in mind the specific nature and objectives (such as enhancement of brand...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Tanja Deurloo

June 26, 2009

The sweet smell of success

The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole. This presentation demonstrates how, with a multi staged approach of combined sensory and consumer research techniques, this can be...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Vivien S. Wilton-Middlemass

June 26, 2009

Chemistry of seduction

This presentation describes the exploratory method that led us to understand women's erotic associations to fragrance. The results of this research helped our client to find new marketing insights and vocabulary about erotic emotions and sensations,...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Adeline Attia

Company: Allegoria Consultants

June 26, 2009

Fragrance 2.0

With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segments, analyse opinions and identify trends. As the...

Catalogue: Fragrance 2009: The Trends Mistral

Authors: Anthony Hamelle, Lauranie Nonotte, Julien Lévy

Company: Linkfluence

June 26, 2009

Magical mystery tour

Synaesthesia may be applied to both Alzheimer's and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance...

Catalogue: Fragrance 2009: The Trends Mistral

Author: Luigi Toiati

Company: Focus S.r.L.

June 26, 2009