Paper Title
"Brand Positioning and Marketing Strategies of D'KODE FRAGRANCE in the Indian Perfume Market”
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Registration ID: IJNRD_323184
Published ID: IJNRD2604289
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Keywords
Brand positioning, D’KODE FRAGRANCE, Indian perfume market, affordable luxury, marketing strategy, consumer perception, digital marketing, 4P framework, brand equity, consumer behavior, emerging Indian brands.
Abstract
The Indian perfume industry has undergone remarkable transformation over the past two decades, fuelled by rising disposable incomes, rapid e-commerce expansion, changing lifestyle aspirations, and a growing youth population increasingly conscious of personal grooming and self-expression. This research paper examines the brand positioning and marketing strategies of D’KODE FRAGRANCE, an emerging Indian perfume brand competing in the affordable luxury segment of the Indian fragrance market. Using a descriptive quantitative research design, primary data was collected from 65 respondents across urban and semi-urban areas in India through a structured 25-question questionnaire. The study evaluates brand awareness, consumer perception of brand positioning, marketing strategy effectiveness across the 4P framework, overall customer satisfaction, repeat purchase behavior, and future purchase intent. Key findings reveal that D’KODE FRAGRANCE has successfully differentiated itself through premium packaging design (Mean Score = 4.12) and a premium yet affordable positioning claim (Mean Score = 4.05) that resonates strongly with its target demographic. Overall consumer satisfaction stands at 67%, repeat purchase rate at 63%, and future purchase intent at 65%. Social media is the primary brand awareness channel (42%), validating the brand’s digital-first strategy, and pricing is confirmed the strongest marketing asset with 69% affirming good value. Eight strategic recommendations are proposed covering brand identity investment, offline distribution expansion, micro-influencer programs, fragrance sampling kits, loyalty programs, portfolio diversification, elevated brand communication, and systematic online reputation management.
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How To Cite (APA)
Mr Mohammad Yasir Emad Mohammad Aslam & Prof. Kuldeep D Tayade (April-2026). "Brand Positioning and Marketing Strategies of D'KODE FRAGRANCE in the Indian Perfume Market”. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(4), c761-c767. https://ijnrd.org/papers/IJNRD2604289.pdf
Issue
Volume 11 Issue 4, April-2026
Pages : c761-c767
Other Publication Details
Paper Reg. ID: IJNRD_323184
Published Paper Id: IJNRD2604289
Research Area: Management All
Author Type: Indian Author
Country: Buldhana, Maharashtra, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2604289.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2604289
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