Abstract:

We can date the introduction of the marketing concept into the fragrance industry back to at most 20 years. Some of the key actors of this industry are still questioning the validity of these concepts, at least when considering the upper segment of the market. This article proposes a typology of the various marketing strategies that have been successfully developed, and it encompasses the various conceptions that each one could have about the marketing of luxury products. We have defined four typologies:

- Those which are connected with "demand marketing" ,

- The "marketing of positioning"

- The "marketing of imitation"

- Those which are connected with "supply marketing" 

- The "marketing of the brand"

- The "marketing of anticipation".

Those related to "demand marketing" refer more to the classical conception of marketing. The second one tries to integrate the vision that predominates among the corporations which question the validity of marketing techniques for this specific market.