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Title: Arts Aroma. Deja que los olores cuenten tu historia por ti
Author: Aghbalo Zquiak, Sarah
Tutor: Méndez-Aparicio, M Dolores  
Others: Cerdan-Chiscano, Monica  
Abstract: It has been proven that smell is one of the most developed senses of the human being and the one that has the greatest sensory impact. It is also said that more than 75% of emotions are generated by smell. That is why today, some large companies are taking advantage of these facts to connect in a more intimate and close way with customers, through sensory marketing strategies and tactics. The goals of this project are to generate awareness and notoriety about the business idea through good brand positioning, which will be achieved through branding and differential tactics, in addition to boosting sales through the digital strategy and achieving good profitability during the first year of opening and activity. In order to carry out an investigation that provides all the information necessary to carry out this project, data will be collected using qualitative and quantitative methodologies, through surveys and statistical analysis of reliable and known databases, thus drawing certain conclusions that will allow us to have an important knowledge base before starting the marketing plan, and analytical methodology to carry out the planned actions and monitor their performance. Through this project, the aim is to build a business idea around olfactory marketing and neuromarketing, and apply the knowledge acquired throughout it to create a company where the central focus is the client and their sensory experience, for individual clients as well as businesses, thus managing to create lasting relationships and connect with the emotions of customers. The company will seek to generate profitability through the marketing plan using tactics that enhance the olfactory marketing message, with the objective of standing out through the value proposition through differentiation. The project will try to be innovative by applying neuroscience and neuromarketing in its sales proposal and using marketing 5.0 and industry 4.0 to its advantage. This business idea aspires to achieve development and growth of the country's wealth, start up new companies, promote the creation of new jobs, as well as contribute to the Spanish business structure.
Keywords: olfactory marketing
digital marketing
perfume personalization
personalized gift
branding for businesses
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 17-Jan-2024
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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