Question

1. How does scent marketing differ from other forms of marketing? Discuss its advantages and disadvantages.
2. What role does scent marketing play at company like Abercrombie & Fitch?

Answer 1

Answer) Scent marketing implies using of pleasant smell in store to enhance customer experience and create a pleasant atmosphere creating a unique brand image,it differes from other forms of marketing in the sense that it does not involve seeking out customers or potential customers,it is more implicit,present in the air but not something which is being promoted through pamphlets or advertisement,it is a lot more cost effective and lasts a longer time and registers a stronger impact comparitively owing to repeating and continuos nature of marketing.

Its advantages would be cost effectiveness,unique way of promoting( less players use it),registering a stronger impact,create a brand identity.

Its disadvantages include no customized campaign for different clients,potential disliking by some clients,can be copied and can lead to confusion amongst customers.

For a company like Abercombie & Fitch which focuses on apparels,scent marketing can be very helpful,it can be used to enhance relaxing mood or something exciting propelling customer to spend more time thereby increasing potential sales,add to that customer can associate a brand image in their mind with the help of scent and eevrytime they feel the same scent,they are reminded of the brand.

Answer is complete.Thank you!