DUFTMARKETING Oplevelser med en ekstra sans - Dansk ...

Abstract
Purpose: The purpose of this study is to explore the cultural opportunities and barriers that
scent marketing in Denmark is facing. The aim is to consider how these opportunities and
barriers can be handled within communication and branding. Using the knowledge from this
study, the goal is to design a communication strategy for the Danish scent marketing company,
UrbanXperience.
Design/methodology/approach: The overall theoretical approach in this study is structural
culture theory, from a phenomenological perspective. In addition to this, the study is also
empirical and aimed inductive. Furthermore semiotic theory is applied as framework to examine
scent as communication.
This study uses qualitative interviews from seven companies and institutions. These are selected
on basis of their role as potential or actual users of scent marketing. Furthermore ten articles
are analyzed to identify and explore important parts in the cultural meaning constitution of
scent marketing. Besides the structural culture theory the study includes communication and
branding theory. This theory is applied to design the most appropriate communication strategy
for UrbanXperience.
Findings: There are some cultural barriers towards the use of scent marketing. Scent marketing
is considered inappropriate by most companies and business fields. This disapproval origins from
cultural distinctions about what is appropriate in certain situations and from the idea about the
“contract” between the sender and receiver in strategic communication. Some perceives scent
marketing as a violation of the contract, according to this argument the consumer is manipulated
by the sender. Besides the cultural barriers the study also showed a lack of knowledge about scent
marketing and the practical opportunities of application.
According to communication, branding theory, and our empirical data the study found that an
appropriate strategy for UrbanXperience would be, to focus on spreading knowledge about scent
marketing and to link this to experiences and emotions. Furthermore the study concludes that it
will be beneficial to focus the communication on parts that in formal or informal ways, broadly
affects the cultural perception of scent marketing. Based on theories and empirical findings a
framework for strategic communication was devised in a matrix. This matrix illustrates how
different target groups should be approached in different ways. Based on this frame work a
concrete product for one target group is executed. This is a brochure for art museums.
Orginality/value: This assignment is an empirical study of scent marketing in Denmark
and contributes to the understanding of how cultural systems affect the widespread of a new
marketing method. Furthermore this assignment contributes with a communication strategy
and framework to the Danish company UrbanXperience.
Keywords: Marketing, culture, communication, and branding
Paper type: Student paper
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